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The Future of Strategy

Lance Koenig, SVP, Director of Strategy at Mullen, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.

The Future of Strategy

  1. 1. the future of strategy
  2. 2. divergent convergent
  3. 3. THAN EVER AS MARKETERS, WE ARE BETTER informed
  4. 4. ACQUISITION BRAND TRACKERS SALES DAY- AFTER RECALL SEGMENTATION CHURNDIGITAL SOCIAL LISTENING CREATIVE TESTING
  5. 5. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY 43% 42% 44% 40% 45% 45% 42% 42% 41% 40% 44% 40% 43% 39% 41% 42% 41% 28% 23% 25% 34% 32% 36% 36% 28% 28% 29% 22% 22% 24% 25% 18% 24% 32% New Campaign Launch July 28, 2012 MONTHLY BRAND RECALL TRENDS BY ADVERTISER Brand AverageCategory AverageBrandCompetitor Average 2012 2013
  6. 6. e’ve gone from the giddy consumerism of the postwar era, when a newly affluent consumer was happy to play the game with sellers, to 50 years later, where buyers have decoded the feckless language of advertising and lost interest in the game played in a media-engorged world choking with countless brands’ ads.” — Nick Law, R/GA w“
  7. 7. EVERY CATEGORY IS CHANGING. dramatically.
  8. 8. what is modern marketing?
  9. 9. WHO IS WINNING THE OF CONSUMERS? hearts and minds
  10. 10. 70 20 10
  11. 11. AWARENESS CONSIDERATION CONVERSION AN THAT CREATES experience impact
  12. 12. stand something RELIEVE FOR tension
  13. 13. PUSHES OFFSTANDS FOR REAL BEAUTY MOMS DEMOCRATIZED INNOVATION SATISFACTION HUMANITY IN AIR TRAVEL HAPPY SERVICE HAPPINESS HUNGER BEAUTY THAT IS SKIN DEEP UNSUNG HEROES COMPLICATED TECHNOLOGY AN EXCLUSIVE TRAVEL CLUB TRANSACTIONS A SELFISH WORLD
  14. 14. IMPACT provoke a new point of view how we talkchange lives bettermake
  15. 15. IMPACT LIVES THROUGHOUT THE ENTIRE FUNNEL BROAD NARROW AUDIENCE ONE MANY MESSAGES COMMUNICATION PURPOSE STAGE OF CUSTOMER JOURNEY TARGETED UTILITY MESSAGE AWARENESS CONSIDERATION PURCHASE GOAL MEDIA
  16. 16. breakthrough linkage + + ?
  17. 17. INTERACTION INVOLVEMENT INTIMACYINFLUENCE impact
  18. 18. interaction • THE BRAND is original, evoking buzz • THE BRAND stimulates conversation about itself involvement • THE BRAND creates experiences that involve consumers • THE BRAND involves consumers in conversations influence • CONSUMERS talk about the brand with others • CONSUMERS advocate for the brand intimacy • THE BRAND connects with consumers personally • THE BRAND becomes part of consumers identity
  19. 19. “To be a great strategist, we have to step back from the need to find a right answer and to get accolades for identifying it. The best strategists aren’t intimidated or paralyzed by uncertainty and ambiguity; they are creative enough to imagine possibilities that may or may not actually exist and are willing to try a course of action knowing full well that it will have to be tweaked or even overhauled entirely as events unfold. The essential qualities for this type of person are — Roger Martin, “Why Smart People Struggle with Strategy,” Harvard Business Journal, June 2014 resilience” ,flexibility imagination and
  20. 20. CATEGORY INSIGHTS BUSINESS INSIGHTS CORPORATE INSIGHTS BRAND INSIGHTS PRODUCT INSIGHTS SHOPPER INSIGHTS CONSUMPTION INSIGHTS HUMAN INSIGHTS MEDIA INSIGHTS TECH INSIGHTS CULTURAL INSIGHTS
  21. 21. ATTITUDINAL CONSUMER BEHAVIORAL BRAND BUSINESS ENGAGEMENT SOCIAL
  22. 22. thank you

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