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The Total Experience Podcast - Tribal London EPISODE 10, 29th June 2020
Now everything's f***ed, what's next?
00:00:00 00:18:10

Now everything's f***ed, what's next?

It's the question that's on everyone's lips. We map out the role for brands and brand experience in building a brave new world.

In this episode:

We wrap up Season 1 of the Total Experience Podcast a.k.a. 'Brand Experience in the Age of Corona' by looking at what brands can do to shape our uncertain future in a positive way. With Richard Cable.

A frame of reference

  • The hero's journey
  • The region of supernatural wonder
  • The Spanish Flu of 1918, the Wall Street Crash of 1929 and the global protests of 1968 all rolled into one
  • A world facing economic catastrophe, global pandemic, racial injustice and inequality

Planning for total victory

  • Why it's not ridiculous to talk about brand experience at a time like this.
  • Constructive thinking
  • Seismic change
  • History's horrible precedents
  • Shaping the world for good

The bandwagon is the place to be

  • Brands and social progress
  • Courageous individuals and grassroots movements - George Floyd and the humiliation of Donald Trump
  • The purpose of a brand
  • Embracing, normalising and amplify positive change.
  • Brand purpose is still bollocks
  • Creating bandwagons of our own
  • Branded cynicism
  • Aligning what you do and what you say

Revenge spending and the slump to come

  • Lockdown easing and rising optimism
  • "Revenge spending"
  • Government debt and small to medium business meltdown


Where brands add value

  • Enterprise value and powerful brands
  • Recklessness of neglecting your brand


Why brand experience is so important: brand, people, touchpoints and creative

Brand

  • Digital transformation and innovation
  • The inherent dangers of short-termism and neglecting your brand
  • Adidas as one to watch


People

  • Radically altered customer demographics - new skills, asymmetrical effects, the positive effects of lockdown


Touchpoints

  • Reweighting your brand ecosystem
  • The rise of social commerce
  • The re-rise of AR and VR
  • Only as strong as your weakest touchpoint


Creative

  • Crises and creativity
  • Creative red herrings
  • Glitz and glamour vs grit and grime
  • The birth of the anti-hero
  • Smashing shibboleths


Summary

  • The positive role for brands in unfucking the world
  • Being on the right side of history
  • The engine of recovery