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Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
Brand Adaptive Model By Fitzroy
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Brand Adaptive Model By Fitzroy

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It is not the strongest of the brands nor the most intelligent that survives. It is the one that is the most adaptable to the changing ideas by your customers, your employees or companies that would …

It is not the strongest of the brands nor the most intelligent that survives. It is the one that is the most adaptable to the changing ideas by your customers, your employees or companies that would like to work with you

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  • 1. THE MOST ADAPTIVE TO CHANGE WORLD
  • 2. THE NEXT SLIDES WHO THE HELL IS FITZROY ??? BRAND EXPERIENCES: WHAT THE F*** THE WORLD IS CHANGING MAN ADAPT TO EXPERIENCE. NOW SO ?
  • 3. WHO THE HELL IS FITZROY.NL
  • 4. WHO WE ARE FITZROY IS A BOUTIQUE FULL SERVICE AGENCY WITH 15 ON & OFFLINE SPECIALISTS 3 STRATEGY + 9 CREATIVES + 3 ACCOUNT
  • 5. WHAT WE BELIEVE IT IS NOT THE STRONGEST OF THE BRANDS THAT SURVIVES NOR THE MOST INTELLIGENT BUT THE ONE MOST ADAPTIVE TO CHANGE FITZROY WAS THE CAPTAIN OF THE BEAGLE
  • 6. WHO WE WORK FOR 6
  • 7. CROSS IS WHAT WE DO
  • 8. BRAND EXPERIENCES: WHAT THE F***
  • 9. EXPERIENCE MARKETING ATTEMPS TO CONNECT CONSUMERS WITH BRANDS IN PERSONALLY RELEVANT AND MEMORABLE WAYS Result of 200 definitions from marketers at the International Experiential Marketing Association
  • 10. EXPERIENCES FROM THE PAST
  • 11. EXPERIENCES NOWADAYS BACARDI VISITA BY FITZROY
  • 12. EXPERIENCES BY DEWMOCRACY PEPSI CROWDSOURCING LINE EXTENSIONS TO CONSUMERS AND IS NOW GIVING THEM A SHOT AT MARKETING TOO
  • 13. EXPERIENCES BY FOURSQUARE BUILDING CITY MAPS WITH YOUR FRIENDS WHILE PLAYING A GAME ON YOUR PHONE
  • 14. EXPERIENCES BY 1% CLUB COLLECTIVELY SOLVING THE POVERTY ISSUE BY SPENDING 1% OF YOUR MONEY, TIME OR RESOURCES
  • 15. EXPERIENCES BY LAYAR BLENDING THE REAL WORLD WITH AUGMENTED REALITY TO BE CONTINUOUSLY ENRICHED BY USERS INPUT
  • 16. EXPERIENCES BY VICTORS & SPOILS THE WORLD’S 1ST CROWDSOURCING AD AGENCY SOLVING MARKETING ISSUES FOR CLIENTS WITH THE HELP OF A CREATIVE NETWORK
  • 17. THE WORLD IS CHANGING
  • 18. THE MARKETEER IS NO LONGER IN CONTROL “Give up control and give it away, ... The more you give your idea away, the more your company is going to be worth.” SETH GODIN
  • 19. A NEW WORLD – REARRANGING MEDIA THERE USED TO BE LIMITED (MASS) MEDIA CHANNELS PEOPLE ARE NOW BECOMING THE MEDIA AND UNWANTED PARTIES ARE EASY TO NEGLECT OR IGNORE FROM AN INTERRUPTION MODEL TO ENGAGEMENT MARKETING WHERE RELEVANCE AND RELATIONS ARE KEY
  • 20. FROM SOCIAL RELATIONS SOCIAL RELATIONS SOCIAL FUNCTIONALITY SOCIAL COLONIZATION SOCIAL CONTEXT SOCIAL COMMERCE 2006 2007 2008 2009 2010 2011 2012 2013 2014 SOURCE: FORRESTER.COM
  • 21. TO SOCIAL COMMERCE SOCIAL RELATIONS SOCIAL FUNCTIONALITY SOCIAL COLONIZATION SOCIAL CONTEXT SOCIAL COMMERCE 2006 2007 2008 2009 2010 2011 2012 2013 2014
  • 22. A NEW WORLD – SOCIAL COMMERCE ONLINE GROUPS SUPPLANT BRANDS WORK WITH PEERS TO DEFINE THE NEXTGEN OF PRODUCTS LEAN ON GROUPS TO DEFINE PRODUCTS OFFER FEATURES TO HELP WITH PRODUCT DESIGN & VENDOR MNGT A NEW PR AGENCY EMERGES THAT REPRESENTS ONLINE GROUPS – NOT BRANDS
  • 23. ADAPT TO EXPERIENCE SOURCE: FLICKR.COM
  • 24. THE RISE OF OUR ONLINE EXISTENCE WE ARE SPENDING MORE TIME ONLINE A LOT OF IT SPEND ON SOCIAL NETWORKS FACEBOOK DIRECTS MORE CONTENT THAN GOOGLE 415.000 VIDEO’S UPLOADED EACH DAY 40% OF WHICH ARE WEBCAM VIDEOS
  • 25. EMPOWERED CONSUMERS BEING A MEDIUM WITH RAPID GROWTH POTENTIAL WE ARE BECOMING AWARE OF OUR POWERS DEMANDING BETTER SERVICE, PRODUCTS AND PRICING ...COLLECTIVELY CONNECTING ONLY TO THOSE THAT WE FEEL INSPIRED BY NEGLECTING ANYONE THAT’S NOT CONSIDERED RELEVANT
  • 26. TO BE PART OF THE EXPERIENCE EXPECTING TO BE HEARD, ALWAYS FORCING CHANGE UPON THOSE THAT TREAT US UNFAIR AND REWARDING THOSE THAT ENGAGE US SHARING OUR EXPERIENCES WITH OUR PEERS WANTING TO BE PART OF THE EXPERIENCE
  • 27. SHAPE RELEVANT EXPERIENCES WE WANT YOU TO LISTEN TO OUR DESIRES AND DEMANDS FOR BRANDS TO USE OUR IDEAS AND THOUGHTS WE HELP BRANDS SHAPE MORE RELEVANT EXPERIENCES EXPERIENCES WORTH SPREADING
  • 28. ADAPT THE CHANGE ‘“Fill your halls with all the geniuses, savants and visionaries you can find: The pool of talent outside your walls will always be vastly greater.”
  • 29. FITZROY’S BRAND ADAPTIVE MODEL (BAM)
  • 30. BRAND ADAPTIVE MODEL ADAPTIVE FOR NEW PRODUCT IDEAS COLLABORATIONS OPEN COMMUNITIES ADAPTIVE FOR (ORGANIZED) GROUPS ADAPTIVE FOR COMMUNITIES IDEATION (EMPLOYEE) HIRED EXPERTS REFERRALS CROWDSOURCING WEBCARE & REALTIME CUSTOMIZATION SERVICE EMPLOYEE BLOGGING RATING & VOTING ADAPTIVE FOR NEW MARCOM IDEAS SOURCE: FITZROY.NL
  • 31. BRAND ADAPTIVE MODEL (CASES BY FITZROY) ADAPTIVE FOR NEW PRODUCT IDEAS MALMBERG ONDERWIJS VAN MORGEN BACARDI & 55DSL STORE ADAPTIVE FOR INDIVIDUALS ADAPTIVE FOR GROUPS ABN AMRO BLACKBOARD ACCENTURE REFERRAL HYUNDAI BUS SLOGAN BACARDI VISITA ZUBKA.COM JOUW HEINEKEN ACCENTURE BLOGPODIUM ADAPTIVE FOR NEW MARCOM IDEAS
  • 32. 1. HIRED EXPERTS HIRE OR APPROACH EXPERTS FOR HELP EITHER PRO’S, FANS OR BOTH A CLUB OF EXPERTS IS USUALLY ASKED BECAUSE OF THEIR STATUS, SKILL OR EXPERTISE KNOWLEDGE ESPECIALLY USEFUL IN THE PRODUCT DEVELOPMENT PHASE
  • 33. 1. HIRED EXPERTS – FITZROY’S VISITA BACARDI TEAMS UP WITH YOUNG INFLUENCERS TO ORGANISE VISITA A GROUP OF YOUNG TALENT, BLOGGERS AND ARTISITS IS ASKED TO HELP PROGRAMME, PERFORM AND COMMUNICATE SMALL INTIMATE PARTIES TO CELEBRATE THE LEGACY OF THE BACARDI FAMILY
  • 34. 1. HIRED EXPERTS – FITZROY’S VISITA
  • 35. 2. CUSTOMIZATION ALLOWING YOUR CUSTOMER TO PERSONALIZE HIS OR HER PRODUCT BRAND SUPPLIES THE PRODUCT, YOU CREATE THE SKIN OR PACKAGING CREATING A SHARED BRAND EXPERIENCE
  • 36. 2. CUSTOMIZATION – FITZROY’S HEINEKEN HEINEKEN INVITES USERS TO DESIGN THEIR OWN HEINEKEN BOTTLES ON JOUWHEINEKEN.NL OFFERING A PERSONAL EXPERIENCE THAT MAKES AN IDEAL GIFT
  • 37. 2. CUSTOMIZATION – FITZROY’S HEINEKEN 37
  • 38. 3. IDEATION & COMMUNITY INDIVIDUALS WITH SIMILAR INTERESTS COME TOGETHER AND CREATE LARGE COMMUNITY OF PEOPLE WITH COMPLEMENTARY SKILLS USUALLY A LONG TERM PROJECT
  • 39. 3. IDEATION – FITZROY’S BLACKBOARD ONLINE ENVIRONMENT WHERE ABN ASKS PEOPLE TO SHARE IDEAS USERS WERE ASKED TO DISCUSS, RATE & VOTE ON GENERATED IDEAS AND ABN POSES QUESTIONS AND ASSUMPTIONS TO WHICH BLACKBOARD USERS CAN RESPOND THE MOST VALUABLE IDEAS GET NOMINATED BY ABN
  • 40. 3. IDEATION – FITZROY’S HAPPINESS •  EDUCATIONAL PUBLISHER MALMBERG HOSTS A BLOG WHERE IDEAS ON E- LEARNING ARE GENERATED •  USER GENERATED IDEAS GET SELECTED AND PUBLISHED ON THE BLOG •  THE TEACHING MODULE ‘GELUKSKUNDE’, ON HAPPINESS, GOT SO POPULAR THAT MALMBERG DECIDED TO PUBLISHED IT •  BECAUSE OF THE ENORMOUS DEMAND THE MODULE IS NOW BEING SOLD AS A MALMBERG PRODUCT
  • 41. 4. CROWDSOURCING TWO KNOW MORE THAN ONE USING ONLINE PLATFORMS TO GENERATE IDEAS, RATINGS AND OPINIONS PLATFORMS FOR GREAT IDEAS, SOME OF WHICH ARE ACTUALLY BEING DEVELOPED
  • 42. 4. CROWDSOURCING – FITZROY’S HYUNDAI HYUNDAI IS OFFICIAL SPONSOR OF WORLD CHAMP SOCCER THEY PROVIDE THE SLOGAN ON THE DUTCH BUS HYUNDAI IS CROWDSOURCING THE SLOGAN BY BY USING TWEETS FROM SOCCER SITES AND CHANNELS ASKING FOLLOWERS TO PARTICIPATE
  • 43. 5. COLLABORATION 2 (OR MORE) PARTIES TEAM UP TO SHARE IDEAS AND INVESTMENTS USING EACH OTHERS SPECIFIC SKILL CREATING A COMMON COMPETITIVE ADVANTAGE
  • 44. COLLABORATION – FITZROY’S BACARDI & DSL BACARDI AND DIESEL OPEN A POP-UP STORE IN AMSTERDAM DESIGNED TO POSITION THE MOJITO AS A DRINK YOU MAKE AT HOME PORTRAYING THE DIESEL LIFESTYLE SOURCE: FITZROY.NL
  • 45. SO…..
  • 46. FITZROY’S 5 BASIC RULES FOR SUCCESS BE HONEST AND TRULY OPEN IN YOUR APPROACH. BE OPEN SHOW PARTICIPANTS WHAT’S IN IT FOR THEM MAKE SURE THE SCREENING OF ALL BE SELECTIVE INPUT IS TOP OF THE BILL LIKE A HOST OF A PARTY; MAKE SURE THEY CONNECT PEERS GET THE MOST OUT OF A COLLABORATIVE EXPERIENCE KEEP YOUR FOLLOWERS UP TO DATE WITH POSSIBLE GIVE BACK OUTCOMES, CHANGES AND NEW ENDEAVOURS CO-CREATION, IN THE END, IS ABOUT MAKING A COMMIT & GROW LONG TERM COMMITMENT
  • 47. ADAPT THIS ZEITGEIST … OR DIE
  • 48. FOR MORE INFORMATION CONTACT JUR BAART JUR@FITZROY.NL

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