Marketing Bushido Short

Slide 1: FUTURELAB The Marketer’s Bushido Feel free to re-use or mash-up this presentation under Creative Commons 2.0 licence (non- commercial, attribution)

Slide 2: The Days of Simple Truths and Models are Over • Principles & Beliefs • Techniques • Adaptive Learning FUTURELAB

Slide 3: Chaos, where great dreams begin FUTURELAB

Slide 4: Insight Respect Bold Restraint Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido

Slide 5: INSIGHT Understand what truly drives your customers FUTURELAB

Slide 6: RESPECT Let go of “bad” segmentation Keep the promises you make Don’t be a “one night brand” FUTURELAB

Slide 7: BOLD RESTRAINT Understand the Power of WOM Give People Stories to Tell Practice the Art of Resonating Focus One Whisper Can Conquer a Thousand Cries FUTURELAB

Slide 8: FINANCIAL ACUMEN Show me the Money • Establish structural measurements • Pragmatically start connecting initiatives • To customer lifetime value • To choice drivers • To actual media consumption • Don’t take no for an answer

Slide 9: INCLUSION THE MOMENT OF TRUTH Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “moment of truth” And every employee that affects it FUTURELAB

Slide 10: PERSPECTIVE Be responsible AND make money FUTURELAB

Slide 11: FUTURELAB Passion: Be the First Penguin

Slide 12: Insight Respect Bold Restraint Financial Acumen Inclusion Perspective Passion FUTURELAB The Marketer’s Bushido

Slide 13: FUTURELAB