Crosscut Advisory Partners 2012 Primer
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Crosscut Advisory Partners 2012 Primer

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An introduction to Crosscut Advisory Partners, LLC

An introduction to Crosscut Advisory Partners, LLC

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Crosscut Advisory Partners 2012 Primer Presentation Transcript

  • 1. TM TMCrosscut Advisory Partners, LLC. Partner Development © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 2. Humans follow culture looking for new waysto consume. Proof: in a generationeverything changedAnalog Digital1 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 3. Crosscut shapes brands in the image ofculture identifying for brands where theyshould focus their attention, next2 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 4. Culture Sets of ‘practices’ people adopt to experience life, relate to one another, establishing and evolving societal norms3 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 5. Cultural Relevance and the relevance ofculture Nike Culture Culture of Nike (Innovative performance) (Ingenious style)4 © 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 6. Brand differentiation has declined in 40 of46 categories 15 Source: “The Brand Bubble,” John Gerzema and Ed Lebar, 2008. © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 7. Brands now follow Culture rather thanlead it6 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 8. Marketers are finding it more difficult tofind the most original pathways7 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 9. The 2009 CMO Survey: Marketers want toknow how to measure customer insightsand culture8 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 10. But consumer trends can only observediffused behavior, it’s over before it’s begun9 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 11. Culture connects humans to brands10 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 12. We measure culture and then relate theinsights to brand and marketing strategies Marketing Performance α Culture11 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 13. TM© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 14. Crosscut segments culture into 20 discretecategories CELEBRITY CULINARY CURRENT DESIGN DIVERSITY INFLUENCE HABITS EVENTS ENVIRON FAITH & ENTERTAI POLITICS FAMILY FASHION MENT NMENT GAMING & HEALTH & INNOVATION INTOXICANTS LANGUAGE HOBBY FITNESS MEDIA MUSIC TASTE ROLE MODEL SEXUALITY SUCCESS11 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 15. And crosses them with 20 businessverticals BEER & CONSUMER CONSUMER AUTOMOTIVE DIGITAL SPIRITS ELECTRONICS PCKG GOODS ENTERTAI ENVIRO FINANCIAL FOOD & HEALTH NMENT NMENT SERVICES BEVERAGE CARE HOSPITALITY MEDIA & QSR & CAS SOCIAL RETAIL MEDIA PUBLISHING DINING TRAVEL & SPORTS TECHNOLOGY TELECOM WIRELESS LEISURE12 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 16. Crosscuting is capable of at least 400 TMunique, quantifiable brand profiles13 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 17. Because culture moves and causesmovements we measure it and brands qrtly14 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 18. Crosscut correlates culture to marketingmodels simply without fuss MARKETING CONSUMER MARKET SHAREHOLDER PROGRAM MINDSET PERFORMANCE VALUE INVESTMENT  Product  Awareness  Price premium  Stock prices  Communication  Associations  Price elasticities  P/E ratio  Trade  Attitudes  Market share  Market cap  Employee  Attachment  Expansion  Other  Activity  Cost structure  Profitability CULTURE CULTURE CULTURE CULTURE INSIGHT CONTEXT APPLICATION RELEVANCE15 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 19. What is your business objective? BRAND CHANNEL CONSUMER ADVERTISING POSITIONING SALES INSIGHT NEW PRODUCT PORTFOLIO STRATEGIC TECHNOLOGY DESIGN MANAGEMENT PLANNING16 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 20. 5 Questions: What culture dimension is driving your category? How are you leading in your business vertical? What is your speed to market for innovation? How do you determine what to innovate in your portfolio? Which brands are growing market share in your category?17 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 21. How do you identify culture in yourbusiness? Brand equity studies Brand health analysis Brand tracking Brand value regression Consumer segmentation Customer satisfaction Ethnography Forecast planning Marketing mix modeling ROI analysis Usage & Attitudes studies18 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 22. Where can you use culture insights most? Idea Product Manufacture Retail Communication Target culture19 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 23. Thank you.Lee “Chappy” Chapman, PrincipalChappy@crosscutadvisory.comwww.crosscutadvisory.com TM © 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.
  • 24. Global Strategic Leadership Experience20 © 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.