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Brand Devolution - by Jason Xenopoulos
 

Brand Devolution - by Jason Xenopoulos

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    Brand Devolution - by Jason Xenopoulos Brand Devolution - by Jason Xenopoulos Presentation Transcript

    • BRAND DEVOLUTION / JASON XENOPOULOS
    • Reference: Social Branding2 NET PROPHET - BRAND DEVOLUTION
    • BRANDS BANDS & FANS INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%3 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% ALMOST 10 MILLION FOLLOWERS ON TWITTER4 NET PROPHET - BRAND DEVOLUTION
    • A BRAND IS NOT WHAT INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% YOU SAY IT IS5 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% IT’S WHAT THEY SAY IT IS Marty Neuimeier -The Brand Gap6 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%7 NET PROPHET - BRAND DEVOLUTION
    • THE SUMMIT Reference: Consumer Participation INSERT VIDEO HERE8 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% THE BIRTH OF A CULT9 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND DEVOLVE OR DIE MAKE SURE IT FILLS THE SCREEN 100%10 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% PIONEERS OF CONSUMER INVOLVEMENT11 NET PROPHET - BRAND DEVOLUTION
    • THE LEGO HISTORY 1932 1949 1998 2003 2004 2008 Wooden Coloured Launches Sales Drop by Lego Starts Sales up by Blocks Plastic Mindstorm 26% Listening 35% Blocks Starts Losing Biggest loss Profitability Money in History all time high Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield12 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% LISTENOMICS * Bob Garfield – Chaos Scenario13 NET PROPHET - BRAND DEVOLUTION
    • LISTENOMICS INSERT IMAGE IN The art and science of cultivating BACKGROUND relationships with individuals in a SURE IT FILLS THIS MAKE connected, increasingly open- SPACE 100% source environment.14 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%15 NET PROPHET - BRAND DEVOLUTION
    • PROCTER & GAMBLE INSERT IMAGE IN We were the biggest shouter in the 20th Century. BACKGROUND MAKE SURE IT FILLS THIS In the 21st Century we want to SPACE 100% be the best listener.16 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND THE HERD WILL MAKE SURE IT FILLS THE SCREEN 100% BE HEARD17 NET PROPHET - BRAND DEVOLUTION
    • LISTENING ISIN BACKGROUND INSERT IMAGE NOT PASSIVE. IT’S ACTIVE MAKE SURE IT FILLS THE SCREEN 100%18 NET PROPHET - BRAND DEVOLUTION
    • WHEN LISTENING BECOMES ACTIVE COMMAND & CONTROL COLLABORATION CLOSED OPEN19 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%20 NET PROPHET - BRAND DEVOLUTION
    • THE MOVE TOWARDS OPEN BRANDS CLOSED BRAND OPEN BRAND WORLDVIEW WORLDVIEW MONOLOGUE DIALOGUE AWARENESS ENGAGEMENT SCRIPTED COMMUNICATION TRANSPARENT COMMUNICATION BRAND CUSTODIANSHIP BRAND STEWARDSHIP CREATED BY MARKETERS CO-CREATED WITH CONSUMERS21 NET PROPHET - BRAND DEVOLUTION
    • SECTION 3 DEVOLUTION22 NET PROPHET - BRAND DEVOLUTION
    • DEVOLUTION »  Devolution is a methodology designed to help marketers adapt to the changing needs of their increasingly empowered consumers.23 NET PROPHET - BRAND DEVOLUTION
    • A DEFINITION24 NET PROPHET - BRAND DEVOLUTION
    • DEVOLUTION »  In order to remain relevant, companies must find ways to devolve… to collaborate with consumers in building their brands25 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% ALLOW CONSUMERS TO HOLD & MOLD YOUR BRAND26 NET PROPHET - BRAND DEVOLUTION
    • USER-GENERATED BRAND MESSAGING 23% User-generated 77% Marketer-owned 77% of YouTube, Twitter and Facebook listings that appeared on Google for brand searches were controlled by a party other than the marketer. Research Report from 360i27 NET PROPHET - BRAND DEVOLUTION
    • THE IMAGE IN BACKGROUND INSERT PROSUMERS MAKE SURE IT FILLS THE SCREEN 100%28 NET PROPHET - BRAND DEVOLUTION
    • NOKIA NOISETTES Reference: consumer co- creation INSERT VIDEO HERE29 NET PROPHET - BRAND DEVOLUTION
    • JIM STENGEL PROCTER & GAMBLE INSERT IMAGE IN What we really need is a mindset shift from “telling and selling” to BACKGROUND building relationships. MAKE SURE IT FILLS THIS SPACE 100%30 NET PROPHET - BRAND DEVOLUTION
    • THE EVOLUTION OF MARKETING PRODUCT ADVERTISING BRAND ADVERTISING SOCIAL BRANDING PRODUCT-CENTRIC BRAND-CENTRIC CONSUMER-CENTRIC 1900 1925 1950 2005 FEATURES BENEFITS EXPERIENCE IDENTIFICATION “WHAT IT HAS” “WHAT IT DOES” “WHAT YOU’LL FEEL” “WHO YOU ARE”31 NET PROPHET - BRAND DEVOLUTION
    • EOS PHOTOCHAINS Reference: Social Branding INSERT VIDEO HERE32 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUNDEVOLUTION NOT MAKE SURE IT FILLS THE SCREEN 100%REVOLUTION33 NET PROPHET - BRAND DEVOLUTION
    • DEVOLUTION »  Devolution is a step-by-step approach to shifting from a brand- out to a consumer-in way of thinking34 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY INSIDE OUT35 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN36 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN INSIGHT37 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN STRATEGY INSIGHT38 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN CONCEPT STRATEGY INSIGHT39 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN CONCEPT STRATEGY INSIGHT CONTEXT40 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN CONCEPT STRATEGY INSIGHT CONTEXT COLLABORATION41 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND42 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND INSIDE OUT HOW DO YOU VIEW YOUR BRAND?43 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND INSIDE OUT OUTSIDE IN HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW BRAND? YOUR BRAND?44 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND INSIDE OUT OUTSIDE IN HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW BRAND? YOUR BRAND? INSIGHT DEFINE THE GAP BETWEEN INTENTION & REALITY45 NET PROPHET - BRAND DEVOLUTION
    • THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND INSIDE OUT OUTSIDE IN HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW BRAND? YOUR BRAND? INSIGHT STRATEGY DEFINE THE GAP BETWEEN DEVELOP A “DEVOLVED” INTENTION & REALITY STRATEGY TO BRIDGE THE GAP46 NET PROPHET - BRAND DEVOLUTION
    • THE CONSUMER AT THE INSERT IMAGE IN BACKGROUND CENTER OF YOUR BRAND MAKE SURE IT FILLS THE SCREEN 100%47 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%48 NET PROPHET - BRAND DEVOLUTION
    • 49 NET PROPHET - BRAND DEVOLUTION
    • INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% DEVOLVE50 NET PROPHET - BRAND DEVOLUTION
    • THANK YOU