Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officer
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Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officer

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"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel. ...

"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel.
This talk argues that the fundamental crisis of capitalism presents a historic opportunity for brands to transform themselves into arbiters of meaning. Becoming Chief Meaning Officers, CMOs and other marketing leaders must move beyond simply connecting products and customers with the goal to facilitate transactions – they must now create "meaning" through actions and interactions. A "meaning surplus" will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.

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Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officer Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officer Presentation Transcript

  • The Seven Rules of the Chief Meaning Officer
  • “The job of leadership today is not just to make money. It is to make meaning.” – John Hagel
  • The pyramid is a cube
  • Self- actualization Self-esteem Sense of belonging Safety needs Physiological needs The pyramid is a cube
  • The Seven Rules of the Chief Meaning Officer 1 Listen and converse.
  • “In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.” - Anonymous
  • Your brand is what other people say about you when you’re not in the room.
  • A brand is a small town that never sleeps.
  • The conversation is the message.
  • “Brands must have an argument to win.” – John Battelle
  • “There’s something unique about the human voice that sets conversations apart from all other forms of communications: the ability to create empathy by tonality. We can feel and we can express empathy because of the way a voice sounds, both in verbal and written acts of communication. That’s why an authentic style is substantial in engaging people in conversations.” - Washio Kazuhiko
  • Empathy vs. knowledge
  • Creative convergence
  • The Seven Rules of the Chief Meaning Officer 1 Listen and converse (and converge). 2 Atomize your brand.
  • Vibrational attunement http://www.imdb.com/video/screenplay/vi4121100569 /
  • The world is small. Life is short.
  • Micro-cars
  • Only 48 seats
  • Only 48 seats
  • Only 48 seats
  • Only 48 seats
  • Shorter Hyper- attention connectivity spans Economy of micro-scale Miniaturization of Hyper- content, products, transparency and services Only 48 seats of Fragmentation demand and supply
  • When your brand is a vector, your base becomes a movement.
  • The Seven Rules of the Chief Meaning Officer 1 Listen and converse (and converge). 2 Atomize your brand. 3 Activate your customers.
  • “Brands aren’t defined by campaigns anymore, but by the consumer ecosystems we nurture to support them.” -Mike Mendenhall, CMO, Hewlett-Packard
  • Mash-up ergo sum
  • The more control you give up, the more influence you gain.
  • Marketing Hardware Marketing Software Brand architecture Live brands Messages Conversations Sales brochures Endorsements Feature lists Expertise Destination sites Distributed/social web Tradeshows Mobile applications Trademarks Goodwill Pull Push Packaging Revelations Out-of-the-box Insights Status Experience Point-of-sale Point-of-views Closed Open-source Look and feel Interaction Direct mailing Connections Billboards/ads Customer service Print collateral Widgets ………. ……….
  • If you have something to show, hide it!
  • Create a new reality
  • Activate dormant networks
  • Social content
  • The Seven Rules of the Chief Meaning Officer 1 Listen and converse (and converge). 2 Atomize your brand. 3 Activate your customers. 4 Think and act like a media company.
  • “The first rule of the Fight Club: Don’t talk about the Fight Club.”
  • The Seven Rules of the Chief Meaning Officer 1 Listen and converse (and converge). 2 Atomize your brand. 3 Activate your customers. 4 Think and act like a media company. 5 Give more than you take.
  • “Power comes from sharing information, not hoarding it. To gain influence and status, you have to give away your expertise and content. And you must do it quickly; if you don’t, someone else will beat you to the punch – and garner the credit that might have been yours.” – Gary Hamel
  • “You make a living by what you get. You make a life by what you give.” – Winston Churchill
  • The Seven Rules of the Chief Meaning Officer 1 Listen and converse (and converge). 2 Atomize your brand. 3 Activate your customers. 4 Think and act like a media company. 5 Give more than you take. 6 Be the change.
  • “Giving is the New Taking, and Sharing is the New Giving.” – Trendwatching
  • Free sharing of abundance vs. monetizing scarcity
  • “If a for-profit company did the type of work that non-profits often do, but did it more efficiently, would people trust it the same way they trust non-profits? What if everything the company did was completely transparent? What if it was open source? If we can create this kind of company, and succeed, how many other companies would follow our example? Along the way, could we change the face of the business world itself?”
  • The Seven Rules of the Chief Meaning Officer 1 Listen and converse (and converge). 2 Atomize your brand. 3 Activate your customers. 4 Think and act like a media company. 5 Give more than you take. 6 Be the change. 7 Be yourself.
  • Authenticity trumps image
  • “It has to be based on truth. Has to have a sense of wonder. You must bring something to it that no one else has because of who you are. What’s interesting about you is you.” – Alonzo King
  • The Seven Rules of the Chief Meaning Officer 1 Listen and converse (and converge). 2 Atomize your brand. 3 Activate your customers. 4 Think and act like a media company. 5 Give more than you take. 6 Be the change. 7 Be yourself.
  • Adapt Transparent Open Mi ive cro Conversations Everything is visible Easy to join Content instead of messages to everyone The more you Easy to co- Feedback = creation share, the more you Distribution create/hack will receive Permanent beta Authenticity Easy to share Timing Only 48 seats
  • SOCIAL PERSONAL DRAMATIC DISRUPTIVE RESPONSIBLE Team Connecting Only for you Making sense Making you think Doing good Community Customizable Cohesion Provocation Citizenship Belonging Relevant Convergence Divergence Social responsibility Identity Actionable Morale Deconstruction Eco-friendliness Like-minded User-friendly Consistency Surprise Ethics Affinity Direct Empathy Shock Human rights New people Instant Imagination Unlikelihood Values Status Micro Entertainment Challenge Family Compassion Interactive Cultural relevance Uniqueness Nation Fun Characters Attention Common Good Love Suspense Immediacy Earth Friendship Comedy Hobbies Tragedy Fans Identification Marketing with meaning Social networks One-to-one marketing Ads (print, TV, radio, web) Ads (print, TV, radio, web) Donations Social media User-generated content Viral campaigns Micro-blogs Cause-related marketing Viral campaigns PoS Books Push-communications Non-profit/profit partnerships Events Permission-based Branded entertainment Viral campaigns Code of Conduct Community Blogs/Micro-blogs Guerilla/ambush marketing Community service/volunteering User-generated content User-generated content Flash mobs PoS
  • The desire to connect
  • tim.leberecht@frogdesign.com http://www.frogdesign.com http://designmind.frogdesign.com http://twitter.com/frogdesign.com http://twitter.com/timleberecht