A Soup to Nuts presentation on transparency and what it means for modern marketing....

1. The past, present and future of transparency. “Infodemocracy, and what it means for your brand”

2. Remember The Good Old Days? $5 What is it? Who made it? What’s it made from? What does it taste like? Where does it come from? How can I get one more cheaply? Who would drink a beer like this?

4. Brand value = Opacity Premium (n) Branding: the art of making money by concealing knowledge from targeted customers

5. Opacity heroes…

9. Brand value = Translucency Premium (n) Branding: the art of making money by selectively sharing knowledge with self-selecting customers

10. Translucency heroes…the master storytellers…

13. “ What does the future hold ?”

14. Jetbluehostage.com Flickr.com/photos/filthywalmart Greenpeace.org/apple Exposeexxon.com Complane.typepad.com Ikeasuckz.blogspot.com But isn’t transparency a really bad thing…?

15. Only if you fight it… You can always engage, answer criticism, respond, adapt, collaborate… Open your doors, invite stakeholders in and start to learn… Even

16. SOCIAL NETWORKS PUBLIC PASSIONS THE BROADCAST SELF MARTINI DIALOGUE Social Identity Individual Identity

17. REAL-TIME COMPARABILITY INDEPENDENT ENDORSEMENT INFORMATION GLUTTONY MARKETS-OF-ONE Trust Trustworthiness

18. CORPORATE CITIZENSHIP ACCOUNTABLE PROCESS-CHAINS COMPETING VALUE-WEBS INSTITUTIONAL LISTENING Internalise externalities Externalise internalities

19. PERFECT INFORMATION LEAN PRODUCTION CONSUMER INFOSTREAMS CROWD CLOUT Individual efficiency Collective effectiveness

20. Potential for Intention Economics Intention Aggregation Social Marketing Potential for Social Marketisation

21. The Marketisation of everything The Socialisation of everyone The New “Social Market” In summary: the twin forces of transparency…

22. (n) Branding: the art of making money by improving decision quality for any stakeholder

25. Prediction: This Social Market will play host to two long wars: Power: Who will be in charge of brands? The war for primacy between demand-side intentions and supply-side resources Control: Who will get most value from individuals’ assets? The war for control of social information

26. The Brand War 2020 ‘superbrands’ will be the best interpreters of demand-side signals, not the best spinners of supply messages… The Identity war 2020 ‘superpeople’ will be empowered to actively manage personal and social ROI from their actions and intentions. Who will win the wars? 2 predictions:

27. The Marketisation of everything The Socialisation of everyone The New “Social Market” The Liberation of the individual The Democratisation of brands The age of transparency

28. Wider Assurance History Learn Scepticism Integrity Deeper Listen Future Stop fighting. Give in to transparency. Enjoy it. Collaboration

30. 4. Brand Integrity : Don’t imagine you can actually manage reputation. Focus on managing your conduct. 5. Go deeper : Don’t stop with brand audits and stakeholder endorsements. Strive for continual learning. 6. Go wider : Don’t stop at pleasing customers. Understand all your stakeholders’ needs and understand your value propositions to them.

31. 7. Brand Assurance : Don’t promise. Deliver, and prove you’ve delivered. 8. Think future : Don’t just protect license to operate. Build your ‘license to innovate’ by engaging with critical permission-brokers. 9. Think history : Don’t copy. Use your own history. Empower your hidden assets: product backstory, human expertise, supply-chain processes and corporate purpose.

32. 10. Stakeholder Collaboration : Don’t compete on the resources you own; compete on the resources you can connect.