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Advanced Persistent Opportunities: building digital brand systems
 

Advanced Persistent Opportunities: building digital brand systems

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Slides from my presentation to Media Future Dublin. In Cyber-Security they talk about Advanced Persistent Threats - well resourced, sophisticated efforts to achieve nefarious ends, e.g. mafia gangs, ...

Slides from my presentation to Media Future Dublin. In Cyber-Security they talk about Advanced Persistent Threats - well resourced, sophisticated efforts to achieve nefarious ends, e.g. mafia gangs, Anonymous or governments attacking one another. But what would and Advanced Persistent opportunity look like?

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    Advanced Persistent Opportunities: building digital brand systems Advanced Persistent Opportunities: building digital brand systems Presentation Transcript

    • BuildingdigitalbrandsystemsMedia Future, DublinAntony MayfieldMay 2012@amayfield | @brilliantnoise
    • One of myfavouritethings:ThinkingBiases
    • Biases arefilters,models,congnitiveshortcuts...
    • If we wereaffectinggeekinesswe’d saybrain hacksor something
    • For instance:Optimists &Pessimists
    • You wouldn’twant anoptimist asyour divorcelawyer...
    • You wouldn’twant apessimistwriting yourcampaignspeech...
    • In the rightcontext,optimism andpessimismare usefulprofessionalfilters...
    • Anyway...
    • I made themistake ofsubmittingan over-literalpresentationtitle fortoday...
    • BuildingDigitalBrandSystems
    • Or as you mayhave heardthat...
    • BuildingBrandBlahBlahBlah
    • So to avoidCharlieBrown’steachersyndrome...
    • ...I’m going toplay on yournarrativebias (humanslovestories) ...
    • Hold on toyourmetaphoricalhats - herecomes...
    • Anectdotes and allegories
    • I met thesenice peoplefrom thesecurityindustry theother day
    • They tend areprofessionalpessimists
    • Threat horizonsInternal threatsRisk reportsThreat assessmentsThe threat of threats
    • It wasinteresting tosee the worldthrough theireyes for a bit
    • And oneconcept theyhad stuck in mymind...
    • Let’s talkaboutAdvancedPersistentThreats
    • dunh dunhDERRR!!
    • APT:Organised crime
    • APT:Hacktivists Image (cc) Wikipedia
    • APT:Governments Image Natanz Nuclear Facility - Google Maps
    • What is anAdvancedPersistentThreat?
    • “...operators behind the threat utilize the full spectrum of computer intrusion technologies and techniques. While individual components of the attack may not be classed asAdvanced particularly “advanced” (e.g. malware components generated from commonly available DIY construction kits, or the use of easily procured exploit materials), their operators can typically access and develop more advanced tools as required. They combine multiple attack methodologies and tools in order to reach and compromise their target.” Source: Damballa.com
    • “operators give priority to a specific task, rather than opportunistically seeking immediate financial gain. This distinction implies that the attackers are guided by external entities. The attack is conducted through continuousPersistent monitoring and interaction in order to achieve the defined objectives. It does not mean a barrage of constant attacks and malware updates. In fact, a “low-and-slow” approach is usually more successful.” Source: Damballa.com
    • “a level of coordinated human involvement in the attack, rather than a mindless and automated piece of code. The criminal operators have aThreat specific objective and are skilled, motivated, organized and well funded.” Source: Damballa.com
    • What’s anoptimist todo with that?
    • Look on thebright side...
    • AdvancedPersistentOpportunity
    • That’sexactly whatwe need tobe doing indigital
    • We build forcampaignswhen we need tobuild foropportunity
    • We talkaboutdigital brandlegacy
    • Why?
    • Digital iscausing amarketcorrection
    • A funnel thinghappened...
    • Customerexperiencemodels Model first published Harvard Business Review
    • The correctionstarts at 20% Image Muktar Kent, CEO of Coca Cola
    • What is anAdvancedPersistentOpportunity?
    • SystemsAdvanced Tools Dedicated, specialised talent
    • Continuous activity Self-reliantPersistent Low & slow Persistence is a goal
    • FocusedOpportunity Clear goals Values and value are clear
    • StarbucksDellBurberryRed BullCoca-ColaBank of AmericaMarks & Spencer
    • APO:Red Bull
    • APO:Marks & Spencer
    • APO:O2
    • APO or APT?The Big Switch
    • US Navy Speech briansolis.com image (cc) Wikipedia
    • Assemblages More in a post at antonymayfield.com
    • Nokia’sAdvanced PersistentOpportunity
    • StoriesNumbersConversations
    • 1. Consider the social opportunity in everything we do2. Engage in better conversations with more consumers3. Deliver personal experiences, be authentic, and earn trust4. Sharing is more important than control5. Define clear objectives from the outset6. Invest and commit to social presences
    • Connectingwithconsumers
    • Ta-dah!Further Reading andnotes at:@amayfieldbrilliantnoise.com