Sinnfabriken – Marken als Produzenten von Moral und Bedeutung


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frog Chief Marketing Officer Tim Leberecht's Keynote at Annual Congress of German Market Researchers (BVM) - Berlin - June 22, 2012

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Sinnfabriken – Marken als Produzenten von Moral und Bedeutung

  1. 1. Sinnfabriken – Marken als Produzenten von Bedeutungund Moral in der ÜberflussgesellschaftTim Leberecht
  2. 2. “Hyper-connectivity is the single mostimportant trend in the world today.“Thomas Friedman
  3. 3. Transformation und die Moral von derGeschichte
  4. 4. Disconnections
  5. 5. Microsoft KINECT Ready to be hacked
  6. 6. Wertebasierte Kooperationanstelle von “Alone Together”
  7. 7. “Market systems are justified notbecause of efficiencies and profits,but because humans are first andforemost social and emotionalbeings, and markets provide asympathetic community for socialexchange.”Robert C. Solomon
  8. 8. “It’s the job of business to make meaning, not money.” John Hagel
  9. 9. “In the old days, brands wanted everybody to pay attention to them. Now brands need to payattention to everybody else.” Umair Haque
  10. 10. Ihre Marke ist, was andere über Sie sagen, wenn Sie nicht im gleichen Raum sind.
  11. 11. “Wired to care, wired to share.”
  12. 12. Crowdsourcing
  13. 13. Collaborative Consumption
  14. 14. Offenheit
  15. 15. “Create more value than you capture.”Tim O’Reilly
  16. 16. 1. Disruption 2. Knappheit3. Soziale Intelligenz 4. Transzendenz
  17. 17. 1. Disruption
  18. 18. Mash-up
  19. 19. Unvorsehbarkeit ist die neue Konsistenz.
  20. 20. Zufallsprinzip
  21. 21. Überraschung
  22. 22. Überraschung
  23. 23. “Our world is being dramatically reshaped. The rules of the past no longer apply. In the 21st century, its no longer what you do that matters most but how you do it.”Werte
  24. 24. Altruism-hack
  25. 25. Speed-meet
  26. 26. 2. Knappheit
  27. 27. Democratic exclusivity
  28. 28. ComplexityDemocratic exclusivity
  29. 29. 3. Soziale Intelligenz
  30. 30. “Sensing” Real-time Feedback Constant Adaptation Selbst-OrganisationSmarte Systeme
  31. 31. Adaptation
  32. 32. Super-flexibility
  33. 33. Marketing Hardware Marketing SoftwareBrand architecture Live brandsMessages ConversationsSales brochures EndorsementsFeature lists ExpertiseDestination sites Distributed/social webTradeshows Community gatheringsTrademarks GoodwillPush PullPackaging RevelationsOut-of-the-box InsightsStatus ExperiencePoint-of-sale Point-of-viewsClosed Open-sourceLook and feel InteractionDirect mailing ConnectionsBillboards/ads Customer servicePrint collateral Apps………. ……….
  34. 34. AnonymousHacks
  35. 35. Distributed presence
  36. 36. Random actsof kindness
  37. 37. Social Shopping: Vonder Interaktion zurTransaktion
  38. 38. Social Shopping: Von der Transaktion zurInteraktion
  39. 39. 4. Transzendenz
  40. 40. Happiness
  41. 41. Microsoft KINECT
  42. 42. Von Effizienz zu Exzellenz zu Bedeutung
  43. 43. Zum Schluss
  44. 44. 1. Disruption 2. Knappheit3. Soziale Intelligenz 4. Transzendenz
  45. 45. MISSION [Transzendenz] MARKETING = THE MEANING OFFICE Internal PRODUKT/SERVICE Externalbrandholders [Seltenheitswert] brandholders GO-TO-MARKET [Disruption] COMMUNITY [Soziale Intelligenz] Real-time conversations Micro-content Open collaboration
  46. 46. Marketing with MeaningSMALL DRAMATIC SOCIAL CONVERSATIONAL PROVOCATIVE RESPONSIBLEMicro Making sense Connecting Listening Making you think Doing good CommunityCustomizable Cohesion Empathy Disruption Political BelongingRelevant Convergence Identity Adaptive Divergence Socially responsibleActionable Morale Like-minded Changing messages Deconstruction Eco-friendlyEye-to-eye Consistency Affinity Two-way Surprise EthicalDirect Imagination New people Let go of control Shock Human rights StatusInstant Entertainment Open Unexpected Values CompassionAccessible Cultural Fun Respect Unlikely FamilySharable relevance Love Flow Challenging NationAtomized Characters Friendship Topical status quo Common Good Suspense Hobbies Point-of-view Unique Earth Comedy Fans Attention-grabbing Tragedy Different Identification In your face Proprietary & Confidential. ©Aricent Group 2011 66
  47. 47. Traditionelle Marken Meaningful BrandsProzess PrinzipienJahr/Quartal täglichROI BedeutungKontrolle Permanente KriseKonsistenz ZufallBig Data Big IntuitionSchnelligkeit Real-timeZentralisiertes Wissen Dezentralisiertes WissenTop-down NetzwerkeGo-to-market “Distributed presence”Strategie WertePlan Aktivismus
  48. 48. Die Marken von morgen
  49. 49. Microsoft KINECT Ready to be hacked
  50. 50.