This document discusses how brands must adapt to the new era of transparency where consumers have more information and power. It notes that only 28% of people rate brand as an important purchasing driver, and 70% of people would not care if most brands disappeared. It argues that brands must get closer to customers, have an authentic internal culture aligned with their values, and appoint a "Chief Culture Officer" to shape the company culture. Successful future brands will be true to themselves and their employees to form genuine human connections with customers.
3. · Massive choice
· instant access
· Compares the market
· Savvy and sceptical
· believes it when they see it
· Grown used to a digital
realm tailored to them
4. 28%
ONLY
OF PEOPLE RATED BRAND
Ernst&Young, 2012
AS A PURCHASING DRIVER.
7. · Millions of forensic accountants,
social watchdogs and activists can
see inside your business
· Mistakes go viral with frightening speed
· trust HAS diminished
· Crises as likely to originate
inside as outside
12. You need an internal
culture that’s true
to the brand.
13. INTRODUCING:
THE CHIEF
CULTURE
OFFICER.
With the customer relationship hanging in
the balance your business can no longer
afford to let your culture – and therefore
your brand - be shaped by HR
16. Protects and enhances brand reputation
Opens ways to increase customer engagement
Creates more authentic experiences
Enables innovation inside the business
Creates consistency through a single view
of the brand