New
marketplace
needs
new
frameworks

Markets
are
conversa-ons


You
can’t
control
people
or
informa-on


Marketplace
informa-on
is
superior
to
any
other


You
...
Logos

                                                                                  Graphic
devices

             Pro...
Strategy
Framework




                                                                  Discuss
exis-ng

                ...
Web
Based
User
Interface


          Strategy
and
             Targe-ng
&

         Crea-ve
and

           Objec-ves
    ...
Establish


                                              Experience

                                                    ...
C37 Frameworks
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C37 Frameworks

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Continuation of previous deck with additional frameworks that serve as the foundation for the integrated framework uploaded earlier.

Published in: Business, Technology
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C37 Frameworks

  1. 1. New
marketplace
needs
new
frameworks

  2. 2. Markets
are
conversa-ons
 You
can’t
control
people
or
informa-on
 Marketplace
informa-on
is
superior
to
any
other
 You
must
find
your
voice
and
use
it
to
remain
relevant
 You
must
be
authen-c
in
your
conversa-ons
 You
must
give
up
the
fallacy
of

command
and
control
over
informa-on
and
people
 The
marketplace
is
in
control
of
you
and
your
brand
 New
marketplace

  3. 3. Logos
 Graphic
devices
 Product
descrip-on
 Things
 Typographic
 Logotypes
 Product
analogies
 Geometric
 Crests
 Superla-ves
 Representa-onal
 Monograms
 Quali-es
 Flags
 Specific
spot
 Places
 Package
graphics
 Trade
dress
 City
or
town
 Package
form
 Region
 Uniforms
 Country
 Building
form
 Con-nent
 Vehicle
form
 Surnames
 People
 Celebrity
endorsers
 Spokesmen
 First
names
 Founders/managers
 Groups
 Invented
characters
 Mascots
 Abbrevia-ons
 Words
 Slogans
 Jingles
 Contradic-ons
 Tag
lines
 Analogous
 Acronyms
 Arbitrary
 Anthems
 Symbols
 Sounds
 Abbrevia-ons
 Auditory
icons
 Theme
music
 Hybrids
 Name
 Exis-ng
words
 Ini-als
 Coined
words
 Emo-onal
aGributes
 Affinity
 Relate
 Self‐expression
 Stewards
 Promise
 Product
 Experience
 Brand
 Percep-on
 Respect
 Prefer
 Trust
 Accept
 Ignore
 Reject
 Strength
 Ra-onal
aGributes
 Individuals
 Differen-a-on
 Clarity
 Relevance
 Ranking
 Consistency
 External
systems
 Differen-a-on
 Relevance
 Value
 Your
 Stature
 Personality
 Category
 Knowledge
 Core
 Asset
valuators
 Esteem
 Iden8ty
 Reputa-on
 Posi-on
 Measured
 Reach
 AGributes
 Relevant
 Extent
of
recogni-on
 aided
 Appealing
 Frequency
of
exposure
 Brand
Framework
 Differen-ated
 unaided
 Frequency
of
use
 Consistent
 Dura-on
of
use
 Quality
 Market
share
 Value

  4. 4. Strategy
Framework
 Discuss
exis-ng
 Use
a
new
offering
 offering
to
get
people
 as
a
conversa-on
 Create
 to
share
their
 starter
to
create
a
 N/A
 Rela-onship
Lifecycle
 experiences
with
it
to
 great
first
 create
new
 impression
and
 rela-onships
 being
rela-onships
 Discuss
new
 Discuss
whether
a
 Discuss
the
plan
to
 Strengthen
 offerings
and
how
it
 mature
offering
needs

 discon-nue
an
 can
help
strengthen
 any
changes
to
 offering
and
its
 rela-onships
 maintain
or
improve
 impact
on
 rela-onships
 rela-onships
 Repair

or
 Discuss
a
mature
 Discuss
a
new
 offering
to
determine
 offering
to

 Re‐establish
 N/A
 how
it
injured
the
 determine
if
it
can
 rela-onship
and
how
 help
win
back
trust
 it
needs
to
change
 Launch
 Maturity
 Transi-on
 Offering
Lifecycle

  5. 5. Web
Based
User
Interface
 Strategy
and
 Targe-ng
&

 Crea-ve
and
 Objec-ves
 Advanced
Rules
 Messaging
 Mobile
 Engage
in
 Create,
 Dynamic
Content,
 authen-c
 Branding
 Strengthen,
 IPTV
 Audience,
Data,

 dialogue
with
 Design
 Re‐establish,
 Trigger,
Channel,
 people
to

 Content
 Computer
 or
Repair
 &
Personaliza-on
 build
trusted
 Social
Roles
 Rela-onships
 Rules
 rela-onships
 Digital
Print
 Campaign
 Offline
 Print
 Manager
 Dialogue
 Response
Management
 Fulfillment
 System
 Warehouse
 Call
Center
/
IVR
 Third
Party
 Online
 List
Services
 RSS
 Response
Management
 SMS/MMS
 Client
 Email
 Legacy
 Social
Media
/
Web
 Systems
 Compiled
 All
Channel
 Prospect
 CRM
Framework
 Repor-ng
 Database
 Database
 Web
Services,
XML,
Secure
FTP

  6. 6. Establish

 Experience
 People
@
 relevance
 
&
learn
 Integrated
 Work,
 Home
&
 Framework
 On
the
go
 Exchange

 Engage
in

 value
 authen-c

 dialogue
 Deliver
Screen
Experiences
 Computer
 Mobile
 Kiosk
 Radio
 IPOD
 TV
 IVR
 Gaming
System
 U8lize
Delivery
PlaQorms
 SMS
 Email
 Banners
 Portals
 RSS
 Dynamic
CMS
 Extranet
 Micro
Sites
 Social
Media
 Wikis
 Intranets
 PURLs
 VOD
 Video/Audio
Cas-ng

 Groupware
 Forums
 CRM
Framework
 Recognize
and
Play
Social
Roles

(Communi8es
&
Individuals)
 Central
Connectors:
 Boundary
Spanners:
 Informa-on
Brokers:
 Peripheral
Specialists:
 Where
the
most

 Ambassadors
that

 Glue
inside
small
&
 Experts
that
connect
 dialogue
occurs
 connect
networks
 
informal
networks
 
regularly
 Follow
Guidelines
 Strategy
Framework
 Drop
command
and

 Find
and
use
 Be
brave
and

 Ask
ques-ons
and
 Answer
ques-ons
and
 Stay
connected
 your
voice
 control
illusions
 be
honest
 seek
advice
 give
advice
 and
have
fun
 Establish
Objec8ves
&
Determine
Offerings
 Re‐establish
past
 Repair
broken
 Create
new

 Strengthen
exis-ng
 rela-onships
 rela-onships
 rela-onships
 rela-onships
 Brand
Framework

 Technology:

 People:

 U-lize
adap-ve
tools
that
 Share
authority
with
right
people

 Your
 enable
self‐organiza-on
 In
the
right
roles
with
the
right
skills
 Core
 Iden8ty
 Informa8on:


 Process:


 Ensure
right
informa-on
is

 Streamline
dynamics
between
 captured
and
shared
 people,
informa-on
&
technology

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