Future branding and VR
- 1. Future branding through VR perspective Author: Alina Dolmate
- 2. Chapter 1 THE BIG PICTURE
- 3. “The global economy is in crisis. The exponential exhaustion of natural resources, declining productivity, slow growth, rising unemployment, and steep inequality forces us to rethink our economic models.” Where do we go from here? J. Rifkin, social & economic theorist, 2018
- 4. 21st century smart digital infrastructure, emergence of three pivotal technologies fundamentally changes the way we manage, power and move economic life. J. Rifkin, social & economic theorist, 2018 A New Radical Sharing Economy:
- 5. - ultra fast 5G communication internet - renewable energy internet - driverless mobility internet (GPS) all connected to the IoT platform, embedded across society & environment
- 6. sensors in agriculture sensors in factories sensors in smart homes smart roads/ smart cities sensors in smart vehicles
- 7. Zero Marginal Cost society & connectivity. We’re creating system that will allow at a very low cost to begin directly engaging with each other, bypassing middleman. Major benefit:
- 8. 3 billion people now on internet who’re producing and sharing virtual goods at almost zero marginal cost disrupting entire industries, e.g. bloggers producing own youtube videos, blogs, open education courses.
- 10. thousands of startups are using this opportunity to create platforms, analytic apps - they’re creating connectivity Dribbble, Sketchfab, Etsy, Taxify…
- 11. Daimler 300 000 trucks full of sensors on the roads, collecting data on weather conditions, traffic, warhorse availability - so you as SM business can be more efficient.
- 12. we need to understand where we are now & where we want to go before deciding on “how-to get there”. Innovation is the lifeblood of success, but a challenge to many.
- 13. Chapter 2 UNDERSTAND YOUR AUDIENCE
- 14. technology does not change it alone, we need a change in mindset Businesses are more often pressured by changing customer demands:
- 15. Millennial gen is now experiencing major controversies that we need to understand: ownership access markets networks consumerism sustainability
- 16. Freedom Power Community Major shift is happening in how different generations define:
- 17. Freedom Power Community MillennialsBaby Boomers self-sufficiency, exclusivity pyramid, from one to many each rely on himself autonomy is death, inclusivity being engaged into networks social consciousness
- 18. Source: Food and Drink Futures report (UK), 2017
- 19. Source: Food and Drink Futures report (UK), 2017 Younger gen has access to information, follow global trends, care about environmental change - forcing suppliers to transform.
- 20. Digital Natives vs. Digital Pioneers 75% of gen Z “there are other ways of getting good education than going to college.” Global Citizen vs. Global Spectator 58% agree “kids today have more in common with their global peers than they do with adults in their own country.” Source: Sparks & Honey report, 2017
- 21. Culture shifting from “how-to” to “relate-to”. From listening to authority to finding someone who has similar values.
- 22. Chapter 3 FIND THE RIGHT MEANS OF COMMUNICATION
- 23. from text, to image, to video to immersive content that engage people There is a major shift in communication methods:
- 24. what do we know about immersive?
- 26. Connecting with feelings, emotions, participation as opposite to gadgets, interfaces, buttons, screens. We’re not just watching it, we are in it.
- 27. which industries would benefit from it?
- 33. FB introducing interactive 3D in Newsfeed
- 34. Chapter 4 EBRACE BRAND AS A DRIVER OF GROWTH
- 35. Brand - emotion related to your product/service. Values that your audience relate to, believe what you believe in & vice versa.
- 36. Branding is like matchmaking <3
- 37. 1. How my product is different? 2. What are major benefits? Branding & Marketing before:
- 38. 1. How my product is different? 2. What are major benefits? 3. Emotional benefits 4. Benefits of change 5. Social benefits Branding & Unique Selling Proposition today:
- 39. what about immersive content? Helps to achieve efficiency or add emotion to your brand.
- 40. First, to sum up: - LOOK AT A BIG PICTURE (identify where you want to go to find the right positioning) - ANALYSE YOUR AUDIENCE (use all available SM to identify their attitudes, values to define your Unique Selling Proposition) - FIND RIGHT MEANS OF COMMUNICATION (strategy, platforms, technology to communicate your USP and invest in brand)
- 41. let’s see some cool examples - VR cases
- 42. Beginning - A pencil of Promise Virtual Reality experience, 2015 Open: https://youtu.be/SelvUz8Zr3k
- 43. The Excedrin® Migraine Experience https://youtu.be/SmJW8gYIN4E
- 45. McDonalds - Happy Goggles https://youtu.be/bnYg752URcE
- 46. Jaguar creates ‘Actual Reality’ https://youtu.be/YKWI4Lbrnj8
- 47. The Starry Night Stereo VR experience: Open on mobile: https://youtu.be/ G7Dt9ziemYA
- 48. TASK: come up with ideas for your brand
- 49. Reach out to me: alina.dolmate@gmail.com +371 26714520 @Vividlyapp