Sesnewyork09 Brand Bubble Jgerzema
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Sesnewyork09 Brand Bubble Jgerzema

  • 722 views
Uploaded on

Corporate strategy on (Online) Branding in crisis 2009

Corporate strategy on (Online) Branding in crisis 2009

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
722
On Slideshare
710
From Embeds
12
Number of Embeds
1

Actions

Shares
Downloads
6
Comments
0
Likes
0

Embeds 12

http://www.linkedin.com 12

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. TO DOWNLOAD THE PRESENTATION - GO TO THEBRANDBUBBLE.COM/BLOG FOLLOW JOHN ON TWITTER: @JOHNGERZEMA
  • 2. CALAMITY: MARKETING YOUR WAY OUT OF THIS RECESSION Source: Conde Naste Portfolio, January 2009 Copyright John Gerzema/Young & Rubicam 2
  • 3. RESULTS 1–10 OF ABOUT 22,200,000 FOR RECESSION AND MARKETING Copyright John Gerzema/Young & Rubicam 3
  • 4. FUNDAMENTAL SOCIETAL SHIFT FROM A CREDIT TO A CONFIDENCE CRISIS SEA CHANGES IN CONSUMER BEHAVIORS COMPANIES MUST CHANGE HOW THEY CONNECT WITH CONSUMERS Copyright John Gerzema/Young & Rubicam 4
  • 5. MANAGING FOR AN UPTURN SUSTAINABLE GROWTH ALIGN BRAND AND BUSINESS STRATEGY ACQUIRE TALENT AND QUALITY DO MORE WITH LESS SHARPEN MESSAGING AND ROI RETURN TO YOUR CORE FACE YOUR CUSTOMER 5 Source: Y&R Strategy, HBR: Anthony T Jan, John Quelch Copyright John Gerzema/Young & Rubicam
  • 6. HALF OF ALL GLOBAL WEALTH HAS EVAPORATED $36 TRILLION DOLLAR LOSS WORLDWIDE S&P 500 DECLINED 64.4% FROM 2000 45% OF AMERICAN WEALTH FROM LOSS OF EQUITY AND HOUSING VALUES AVERAGE RECESSION IS 6-12 MONTHS. THIS IS A MARATHON 6 Source: Bloomberg, Iconoculture March 2009 Copyright John Gerzema/Young & Rubicam
  • 7. THE NEW FEAR ECONOMY NATIONAL DEBT UNEMPLOYMENT DETROIT HOUSING VALUES CURRENCY VALUATION ? EQUITY MARKETS PROTECTIONISM ? INTEREST RATES ? BANK LENDING COMMODITY PRICES FACTORY & HOUSING STARTS IN(STAG)FLATION ? CREDIT CARD EXPOSURE BAILOUT ? CONSUMER CONFIDENCE 7 Copyright John Gerzema/Young & Rubicam
  • 8. CONSUMER CONFIDENCE: LOWEST SINCE 1967 (INCEPTION) EXCLUDING 2003 / IRAQ WAR PERIOD Source: ABC News 8
  • 9. THE LARGEST U.S. BUDGET DEFICIT POST WWII 9 Source: Board of Governors of the Federal Reserve System Copyright John Gerzema/Young & Rubicam
  • 10. VISUALIZING THE BAILOUT 10 Source: The Atlantic Copyright John Gerzema/Young & Rubicam
  • 11. FRACTURED FAITH IN THE AMERICAN DREAM 11 11
  • 12. HOUSING VALUES CONTINUE TO DECLINE ACROSS THE U.S. Source: “Irrational Exuberance”, 2nd edition, 2006, by Robert J. Schiller Copyright John Gerzema/Young & Rubicam 12
  • 13. AMERICAN’S HOMES NO LONGER PERSONAL LINES OF CREDIT 13 Copyright John Gerzema/Young & Rubicam Source:Us Department of Housing and Labor, 2009
  • 14. WHILE THE CREDIT CRISIS HAS HALTED HOUSING STARTS 14 Source: www.calculatedriskblog.com Copyright John Gerzema/Young & Rubicam
  • 15. INTO THE GREAT WIDE OPEN UNEMPLOYMENT 8.1%; HIGHEST IN TWENTY-FIVE YEARS THIRD STRAIGHT MONTH OF 600,000 JOBS LOST 15 Copyright John Gerzema/Young & Rubicam
  • 16. THIS PERIOD MARKED BY MOST JOB LOSSES, WEAKEST RECOVERY Copyright John Gerzema/Young & Rubicam 16 Source: Change in Nonfarm Pay rolls, Reported Monthly, Bureau of Labor Statistics, U.S Dept of Labor
  • 17. AN EQUAL OPPORTUNITY RECESSION MILLIONAIRES HAVE LOST ONE- THIRD OF THEIR NET WORTH. 17 Copyright John Gerzema/Young & Rubicam
  • 18. AFFLUENT MORTGAGE RATE DEFAULTS 18 Source: LPS Applied Analytics Copyright John Gerzema/Young & Rubicam
  • 19. ONE STORY IN THE AMERICAN NIGHTMARE 20 Source:New York Times Copyright John Gerzema/Young & Rubicam
  • 20. A GROWING REALITY: A MORTGAGE IS FOREVER 19 11 Copyright John Gerzema/Young & Rubicam 21
  • 21. MASLOW UPENDED: MARKETING MUST MOVE FROM PASSION TO COMPASSION 20 07 20 09 19 Source: American Progress.org February 2009 Copyright John Gerzema/Young & Rubicam
  • 22. YES WE CAN? 22 Source: Pew Research Center
  • 23. THE ONLY CERTAINTY IS UNCERTAINTY 24 Copyright John Gerzema/Young & Rubicam
  • 24. “WE HAVE A STRONG CAPITAL POSITION” 24 23
  • 25. TECTONIC SHIFTS IN CONSUMERISM: LACK OF DECAYING LACK OF PERMANENCE INFRASTRUCTURE LEADERSHIP AND RESPONSIBILITY SELFISHNESS TAXPAYERS TRUST AND ARE NOW COLLUSION SHAREHOLDERS FAILURE OF PROLONGED REGULATORS CONFLICTS AND EGREGIOUS PARTISANSHIP AND CRIMINAL BEHAVIOR 25
  • 26. LACK OF LEADERSHIP AND RESPONSIBILITY 26 26
  • 27. SELFISHNESS AND COLLUSION 27 Copyright John Gerzema/Young & Rubicam
  • 28. PROLONGED CONFLICTS AND PARTISANSHIP 28
  • 29. EGREGIOUS AND CRIMINAL BEHAVIOR 29 Copyright John Gerzema/Young & Rubicam
  • 30. FAILURE OF REGULATORS 30 Copyright John Gerzema/Young & Rubicam
  • 31. TAXPAYERS ARE NOW SHAREHOLDERS 31 25 Copyright John Gerzema/Young & Rubicam
  • 32. DECAYING INFRASTRUCTURE 32 Copyright John Gerzema/Young & Rubicam
  • 33. LACK OF PERMANENCE 33 Copyright John Gerzema/Young & Rubicam
  • 34. THE NEW CULTURAL FAULT LINE 34 34
  • 35. 35 28 Copyright John Gerzema/Young & Rubicam
  • 36. WE EXAMINED 15 YEARS OF DATA FROM BRANDASSET VALUATOR® QUARTERLY U.S. WORLD’S LARGEST 40,000 BRANDS PANEL OF 15,000+ DATABASE OF 215 STUDIES RESPONDENTS BRANDS ACROSS 44 72 DIFFERENT OVER 500,00 COUNTRIES BRAND METRICS CONSUMERS 36
  • 37. BRANDS NOW ACCOUNT FOR 30% OF THE VALUE OF THE S&P 500 Source: Millward Brown Optimor 2007 37 30 Copyright John Gerzema/Young & Rubicam
  • 38. THE 250 MOST VALUABLE GLOBAL BRANDS ARE $2.197 TRILLION DOLLARS WHICH EXCEEDS THE GDP OF FRANCE 38 31 Copyright John Gerzema/Young & Rubicam
  • 39. BRAND ESTEEM AND REGARD IS DOWN 12% BRAND AWARENESS HAS DECLINED BY 20% PERCEPTIONS OF BRAND QUALITY HAS ERODED 24% TRUST IN BRANDS HAS DECLINED BY 50% 39 32 Copyright John Gerzema/Young & Rubicam 39
  • 40. TRUST IS DESIRABLE, BUT IT HASN’T DIFFERENTIATED 40 Source:BrandAsset Valuator 1993-2007 Copyright John Gerzema/Young & Rubicam
  • 41. IN THE PAST QUARTER, A ‘TRUST VIRUS’ INFECTED MANY CATEGORIES 41 Base: BAV USA Q4 2007, Q4 2008; All Adults Copyright John Gerzema/Young & Rubicam
  • 42. “I SCREWED UP” 42 Source: Barack Obama Press Conference, February 2009 Copyright John Gerzema/Young & Rubicam
  • 43. CONSUMERS ARE BEGINNING TO OWN THEIR PROBLEMS 43 Source: Time Magazine Copyright John Gerzema/Young & Rubicam
  • 44. THEY REALIZE THERE’S A LONG, HARD SLOG AHEAD 44 Source: Reinhart and Rogoff, The Aftermath of Financial Crises, 2009
  • 45. SAVINGS RATE HAS RISEN IN PAST FIVE CONSECUTIVE MONTHS 45 Source: U.S. Department of Commerce: Bureau of Economic Analysis Copyright John Gerzema/Young & Rubicam
  • 46. Q4 SPENDING FELL 3.7% FROM Q3 - STEEPEST DECLINE IN 62 YEARS. $3 TRILLION IN SPENDING STOPPED IN Q4, WAS SUSTAINING US GDP 46 Source: www.calculatedriskblog.com Copyright John Gerzema/Young & Rubicam
  • 47. MOST POPULAR TAG’S ABOUT CONSUMER BEHAVIOR 47 Source: Del.icio.us
  • 48. EATE COMPETITIVE VANTAGE NOW EVERY RECESSION ENDS...EVENTUALLY CONSUMERS MOVING FROM ANXIETY TO ACTION HOW YOU ACT NOW WILL SHAPE YOUR FUTURE PERFORMANCE 48 39 Copyright John Gerzema/Young & Rubicam
  • 49. THE NEW RULES OF ‘POST-CRISIS CONSUMERISM’ NEW CULTURAL VALUES NEW CONSUMER BEHAVIORS NEW MANAGEMENT PRINCIPLES 49 Copyright John Gerzema/Young & Rubicam
  • 50. POST-CRISIS CONSUMERISM RULE #1 CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER STRATEGY = DURABLE LIVING MANAGEMENT = BRAND THAT PRINCIPLE LASTS 50 Copyright John Gerzema/Young & Rubicam
  • 51. CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER BEHAVIOR = DURABLE LIVING MANAGEMENT PRINCIPLE = BRAND THAT LASTS DURABLE LIVING 51 Copyright John Gerzema/Young & Rubicam
  • 52. CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER BEHAVIOR = DURABLE LIVING MANAGEMENT PRINCIPLE = BRAND THAT LASTS BRAND THAT LASTS 52 Copyright John Gerzema/Young & Rubicam
  • 53. POST-CRISIS CONSUMERISM RULE #2 CULTURAL VALUE = ETHICS AND FAIR PLAY CONSUMER STRATEGY = EMPATHY AND RESPECT MANAGEMENT = VALUE AND PRINCIPLE VALUES 53 Copyright John Gerzema/Young & Rubicam
  • 54. CULTURAL VALUE = ETHICS AND FAIR PLAY CONSUMER BEHAVIOR = R-E-S-P-E-C-T MANAGEMENT PRINCIPLE = VALUE AND VALUES EMPATHY AND RESPECT 54 Copyright John Gerzema/Young & Rubicam
  • 55. CULTURAL VALUE = ETHICS AND FAIR PLAY CONSUMER BEHAVIOR = R-E-S-P-E-C-T MANAGEMENT PRINCIPLE = VALUE AND VALUES VALUE AND VALUES 55 Copyright John Gerzema/Young & Rubicam
  • 56. POST-CRISIS CONSUMERISM RULE #3 CULTURAL VALUE = LIQUID LIFE CONSUMER STRATEGY = DÉCLASSÉ CONSUMPTION MANAGEMENT = DOLLARS AND PRINCIPLE SENSE 56 Copyright John Gerzema/Young & Rubicam
  • 57. CULTURAL VALUE=LIQUID LIFE CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION MANAGEMENT PRINCIPLE= DOLLARS AND SENSE DÉCLASSÉ CONSUMPTION 57 Copyright John Gerzema/Young & Rubicam
  • 58. CULTURAL VALUE=LIQUID LIFE CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION MANAGEMENT PRINCIPLE= DOLLARS AND SENSE DOLLARS AND SENSE 58 Copyright John Gerzema/Young & Rubicam
  • 59. POST-CRISIS CONSUMERISM RULE #4 CULTURAL VALUE = RETURN TO THE FOLD CONSUMER STRATEGY = COOPERATIVE CONSUMERISM MANAGEMENT = COMMUNITY PRINCIPLE ORGANIZER 59 Copyright John Gerzema/Young & Rubicam
  • 60. CULTURAL VALUE = RETURN TO THE FOLD CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER COOPERATIVE CONSUMERISM 60 Copyright John Gerzema/Young & Rubicam
  • 61. CULTURAL VALUE = RETURN TO THE FOLD CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER COMMUNITY ORGANIZER 61 Copyright John Gerzema/Young & Rubicam
  • 62. THE CHINESE CHARACTER FOR CRISIS ALSO MEANS OPPORTUNITY BAD COMPANIES ARE DESTROYED BY CRISIS. GOOD COMPANIES SURVIVE THEM. GREAT COMPANIES ARE IMPROVED BY THEM.” —ANDY GROVE 64 Copyright John Gerzema/Young & Rubicam
  • 63. HE SEARCH ENGINE ISN’T YOU… T’S YOUR CONSUMER 63 62 Copyright John Gerzema/Young & Rubicam
  • 64. ROM SEARCH OPTIMIZATION O BRAND OPTIMIZATION 64 63 Copyright John Gerzema/Young & Rubicam
  • 65. RECESSION-PROOF YOUR BRAND JOIN THE CONVERSATION AT THEBRANDBUBBLE.COM ON FACEBOOK OR TWITTER @JOHNGERZEMA 65