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Turbulance the new normality
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Turbulance the new normality



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  • 1.
  • 2. Turbulence wasn’t confined to the recession
  • 3. The world will be facing increased
    turbulence over the next
    decade and beyond
    Global Trends 2025: A Transformed World
    released by the National Intelligence Council
  • 4. caused by leadership change in emerging markets, major policy shifts by governments
  • 5. Increased armed conflict
  • 6. Interlinked economies
  • 7. Budget cuts by local and national government
  • 8. All of which impacts on brands
    which are also confronted with
  • 9.
  • 10.
  • 11. And that’s not all…
  • 12.
  • 13. Making the issue more fiery
  • 14. Turbulence is the NEW Normality
  • 15. “We postulate that turbulence, and
    especially heightened turbulence, with its consequent chaos, risk and uncertainty, is now the normal conditions of industries,
    markets and companies”
    Philip Kotler
  • 16. So what brands need to do to prepare for and
    survive, even prosper, in turbulence
  • 17. Realign with changing TIME
  • 18. Maintaining the Brand Core
  • 19. Changing One’s Mindset!
  • 20. Reevaluating the Brand positioning
  • 21. Having Conversation
  • 22. Bullshit … make it simple man
  • 23. Brand Core is…
    What a Brand does?
  • 24. To solve unsolved problems innovatively
  • 25. To experience the joy of advancing and applying technology for the benefit of the public
  • 26. A brand’s core can be changed over
    time but it must not be rushed and
    never at time of heightened
  • 27. “Companies that enjoy enduring
    success have core values and a core
    purpose that remain fixed while their
    business strategies and practices
    endlessly adapt to a changing world”
  • 28. Changing One’s Mindset!
  • 29. one that accepts that we can’t predict the future and should concentrate on being flexible enough to successfully engage it, in whatever form it may take
  • 30. All one can do is to give yourself the capacity to respond to the only certainty in life - which is uncertainty. The creation of that capability is the purpose of strategy
  • 31. Capacity for uncertainty” is the concept of scenario planning
  • 32. Scenario planning helps
    us deal with uncertainty and
    plot realistic alternative futures
  • 33. Scenarios allow us to see beyond the obvious
  • 34.
  • 35. Different approaches
  • 36. Seek diverse, expert opinion within and outside the organization.
  • 37. Identify the question that you want
    answered and gather the information.
  • 38. Identify the drivers that influence events and compose realistic plots for the scenarios.
  • 39. Engage in ongoing strategic conversations and constantly test the scenarios.
  • 40. and avoid panic when the future deals a bad hand
  • 41.
  • 42. Positioning a brand is relevant to
    competitors and consumers in the market
  • 43. Turbulence tends to upset the positioning
  • 44.
  • 45.
  • 46. Your clients and your staff want to
    hear from you and be reassured
  • 47.
  • 48. Management Presentations Series
    Thank You!
    You can reach me at: