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Strategic Marketing Evolves
The changing role of brands in the network age




California School of International Manageme...
Brands are intermediaries
Disappearing Company Man
The birth of the Company
Value as trust
Encounters of the first kind
Disintermediation: immediacy
Face of the new/old values
Face of the new/old values
Networks of relationships
Blogs and social networks
Idea-flows in a flat world
What are the next steps?
Thanks,
                                  credits,
                                 contacts:
Thanks to:            Image ...
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Strategic Marketing Evolves

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Strategic Marketing Evolves - The changing role of brands in a networked world.

Disintermediation is immediacy. Consequently, after a hiatus of ten thousand years, during which more and more sophisticated tools were needed to overcome the lack of contact between the producers and consumers, today, with the new opportunities that the network gives us, we can go back to rely on reputation as the surest guide on which to base our transactions.

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Transcript of "Strategic Marketing Evolves"

  1. 1. Strategic Marketing Evolves The changing role of brands in the network age California School of International Management - San Diego, Lipari - Second Life 6 February 2008 David Orban www.davidorban.com
  2. 2. Brands are intermediaries
  3. 3. Disappearing Company Man
  4. 4. The birth of the Company
  5. 5. Value as trust
  6. 6. Encounters of the first kind
  7. 7. Disintermediation: immediacy
  8. 8. Face of the new/old values
  9. 9. Face of the new/old values
  10. 10. Networks of relationships
  11. 11. Blogs and social networks
  12. 12. Idea-flows in a flat world
  13. 13. What are the next steps?
  14. 14. Thanks, credits, contacts: Thanks to: Image credits: David Orban Larry Lessig dashboard: dawnhops Gianni Degli Antoni donkey, cola, face: Meanest sl ‘Davidorban Agnon’ Indian Michele Leidi malcomx: spcoon skype davidorban Wikipedia Flickr ship: mikebaird david@davidorban.com coins: mc559 Google market: Lucas Jans www.davidorban.com clouds: Pear Biter contacts: luc legay
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