Marketing Strategy: Evolution Of A Species
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What people want from brands and how they engage with them is very different today than even 5 years ago. The result: planners have to approach brand building and consumer engagement very differently. But it's as important to consider what hasn't changed in what we do.
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Marketing Strategy: Evolution Of A Species
- 2. Account Planning. The evolution of a species. September 2009
- 3. What business are you going to be in?
- 5. Advertising?
- 8. Then what?
- 9. it is a time of massive flux.
- 10. the rules of almost everything are being re-written.
- 11. the transition is not over.
- 12. reinvention
- 13. what happened? how does it affect what we do? what hasn’t changed?
- 14. the other climate change
- 15. Controlled content Dictated access Marketers used to Filtered the ‘chatter’ have it all Marketed at people Consumer as object
- 17. produce Controlled content open Dictated access Power to the unfiltered People Filtered the ‘chatter’ by Marketed at people subject Consumer as object
- 18. From life on-demand… ..to participation culture
- 19. Citizen Journalism Crowd sourcing Co-creating Hactivism
- 20. Peopleʼs relationship with brands has changed
- 21. Brands are a canvas
- 22. People want to find themselves through brands
- 24. People want brands to support their narrative.
- 25. People want to be involved
- 28. They value action and proof not just promises
- 29. 2007 2009
- 31. They demand more integrity Responsiveness Responsibility
- 33. It fundamentally changes how building brands is approached • What people find vs • What we dictate Enabling Proselytize • One thing that’s flexible vs • One thing that’s rigid (brand (platform) position) • Inside and outside vs • Outside the company
- 34. 5000 songs, shuffle Design “People define their own narrative through their playlist”
- 35. function technology individuality Not ‘or’ but ‘and’ (and all) form style belonging
- 36. It changes how we connect with people
- 37. 1. Entertainment
- 38. 2. Utility Tonic Talk
- 42. It creates new challenges brand coherence conversational continuity orchestration
- 43. TV RETAIL spots point of purchase PRINT Newspaper PRODUCT magazine DESIGN print partnership CONSUMER INVOLVEMENT PR Word of mouth Consumer generated PACKAGING Bee Boards Research Grants Viral EVENTS INTERACTIVE GUERILLA Urban community Online ads Street teams gardens, schools, website Sampling farms viral video social networking sites Paid search
- 47. We shape relationships that matter They anchor ideas about who we are and where we get meaning
- 48. Culture Beauty is youthful perfection delivered through stereotypes Brands Top brands leverage the rules in promoting their image Woman Feels beauty is a club she doesn’t belong to, her body let’s her down
- 53. Thank you. Questions? guygd@drivinginsights.com http://openfridgedoor.com
Editor's Notes
- What products do - convergence Who creates them How they are distributed How word spreads Who and how influence is driven Culturally, shifts in what guides behavior Wealth of Information available to inform decisions Time of not been slaves to accepted wisdoms and practices of previous generations
- Fire is primitive. A good reminder that despite how the way we live has bee transformed Essence of human condition has changed very little, across milenia. Human nature and need has evolved very little.