Shownotes
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