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Sinnfabriken – Marken als Produzenten von Moral und Bedeutung
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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

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

Published in: Technology, Business

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  • 1. Sinnfabriken – Marken als Produzenten von Bedeutungund Moral in der ÜberflussgesellschaftTim Leberecht
  • 2. “Hyper-connectivity is the single mostimportant trend in the world today.“Thomas Friedman
  • 3. Transformation und die Moral von derGeschichte
  • 4. Disconnections
  • 5. Microsoft KINECT Ready to be hacked
  • 6. Wertebasierte Kooperationanstelle von “Alone Together”
  • 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. “It’s the job of business to make meaning, not money.” John Hagel
  • 9. “In the old days, brands wanted everybody to pay attention to them. Now brands need to payattention to everybody else.” Umair Haque
  • 10. Ihre Marke ist, was andere über Sie sagen, wenn Sie nicht im gleichen Raum sind.
  • 11. “Wired to care, wired to share.”
  • 12. Crowdsourcing
  • 13. Collaborative Consumption
  • 14. Offenheit
  • 15. “Create more value than you capture.”Tim O’Reilly
  • 16. 1. Disruption 2. Knappheit3. Soziale Intelligenz 4. Transzendenz
  • 17. 1. Disruption
  • 18. Mash-up
  • 19. Unvorsehbarkeit ist die neue Konsistenz.
  • 20. Zufallsprinzip
  • 21. Überraschung
  • 22. Überraschung
  • 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. Altruism-hack
  • 25. Speed-meet
  • 26. 2. Knappheit
  • 27. Democratic exclusivity
  • 28. ComplexityDemocratic exclusivity
  • 29. 3. Soziale Intelligenz
  • 30. “Sensing” Real-time Feedback Constant Adaptation Selbst-OrganisationSmarte Systeme
  • 31. Adaptation
  • 32. Super-flexibility
  • 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. AnonymousHacks
  • 35. Distributed presence
  • 36. Random actsof kindness
  • 37. Social Shopping: Vonder Interaktion zurTransaktion
  • 38. Social Shopping: Von der Transaktion zurInteraktion
  • 39. 4. Transzendenz
  • 40. Happiness
  • 41. Microsoft KINECT
  • 42. Von Effizienz zu Exzellenz zu Bedeutung
  • 43. Zum Schluss
  • 44. 1. Disruption 2. Knappheit3. Soziale Intelligenz 4. Transzendenz
  • 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. 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. 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. Die Marken von morgen
  • 49. Microsoft KINECT Ready to be hacked
  • 50.