BRANDS IN MOTION
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YOUR ENVIRONMENT
… ACCELERATED
“DISRUPTION is what happens when someone
does something clever that makes you or your
company look obsolete. DISLOCATION is when the
whole environment is being altered so quickly that
everyone starts to feel they can’t keep up.”
BAD NEWS
YOU NEVER HAD CONTROL
NOW HERE’S THE QUESTION:
Are you propelling your brand Is something, someone else Or is it both
REGULATORY ENVIRONMENT
Keeping up with today’s sociopolitical complexities.
ECONOMICS
Mix of leading and lagging indicators, creating uncertainty.
COMPETITION
Direct competitors and what you didn’t see coming.
STAKEHOLDERS’ DESIRES
What is it they want and is the brand listening
ORGANIZATIONAL CULTURE
Culture trumps strategy.
CULTURAL ZEITGEIST
The impact of culture and prevailing norms of the moment.
CRISIS
It’s not if, it’s when.
WORSE NEWS
NOW YOU HAVE
EVEN LESS
CRAIG MUNDIE
Former Chief Research and Strategy Ofcer, Microsoft1
1. Thomas L. Friedman,
Thank You for Being Late
(New York: Farrar, Straus and Giroux, 2016).
THE DANGER OF
POSITION
WHAT IS MOTION
Motion is the relationship between forces your brand exerts
vs. forces that are being exerted upon your brand.
AND WHAT DID WE FIND
Four realities, an abundance of interesting data points and a Motion Matrix
BRAND POSITION
ASSUMES YOUR BRAND IS MOVING TO A
FIXED DESTINATION. THAT THERE IS A STATIC
PLACE — THAT ONCE YOU ARRIVE, YOU’RE
SUCCESSFUL. IN TODAY’S ENVIRONMENT,
THAT’S SIMPLY NOT THE CASE.
TO UNDERSTAND MOTION
WE STUDIED:
AND WE MAPPED:
3 MARKETS: CHINA | UK | US
4,500 consumers in each market
1,000 B2B decision-makers in each market
8 CATEGORIES
1puting devices & related software/hardware
2.Smart home
3.Automotive
4.Finance and/or banking
5.Health and wellness
6.Alcoholic beverages
7.Technology solutions for businesses
8.Healthcare solutions and providers
RATIONAL DRIVERS
1.Executive Behavior
2.Innovative
3.Intent to Purchase
4.Necessary
5.Financial Performance
6.Industry Leader
7.Quality
8.Responsible
9.Value
10.Easy to Work With
EMOTIONAL DRIVERS
1.Customer Experience
2.Defend or Shame
3.Disappeared
4.Love/Hate
5.Overall Impression
6.Social Impact
7.Buzz
8.Forgive/Not Forget
9.Life Impact
10.Shared Values
BRANDS IN MOTION
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REALITY #1
Stability is an element of motion
REALITY #2
Cutting-edge is transcendent
Even in times of rapid upheaval, consumers believe that a brand can provide stability.
Being cutting-edge — whether enabled by technology or inspired by it
— leads to positive brand outcomes in areas that transcend product.
BRANDS IN MOTION
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REALITY #3
The Unilever efect
REALITY #4
Love you today, shame you tomorrow
Consumers expect a company to deliver highly efective, high-functional products and services, AND be active on issues
that are important to their customers — ultimately, providing long-term social value.
Out of 40 scenarios within 8 industry categories in 6 markets, 54% of the people said they LOVED the industry. Yet 98%
said that if a brand steps out of line, they would gladly shame them.
BRANDS IN MOTION
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