The document discusses the need for brands of the future to evolve around a new mental model given the social revolutions caused by digital technologies and social media. It notes that brands are still rooted in assumptions of the past and resist fundamental change. The future will see brands shift from being centrally controlled to community owned, managing communities instead of just being managed, and existing seamlessly in both physical and virtual spaces. Brands will need to create more meaningful experiences with fewer resources.
10. Why is media so central?
Technologies that immortalise the mind and its
output – make thoughts alive and imperishable
Allow for storage, transmission, multiplication of
ideas
11. “We become what we behold. We shape our tools and
then our tools shape us”- McLuhan
12. When dominant media change, they help
change everything else
• Oral= Emotion, Participation, Unity
• Print= Memory, Separation, Logic
• TV= Transience, Desire, Currency
• Digital= ?
13. The digital mode
Individual minds connected & multiplied- now
Democratic
Collaborative
Connected
Simultaneous
(Secondary Orality- Walter Ong)
14. The Increasing Focus on the Mind
The internet as playground of the mind
The body made recreational, almost vestigial
A complementary virtual world with its own codes
The new source of wealth/value creation
15. Shift in balance of power
New imaginations, new vocabularies
Cultural flows
16. The Fault line
De-centralising pull of media/technology v/s
centralising grip of power structures
-corporations, governments, brands
17. The Brand Disconnect
Imagined as a centrally controlled transmission
The ability to make people listen and act
Consumers as interlopers