Marketing To A Changing Consumer: The Value Of Values

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Keynote speech given at Argyle CMO Forum, the Harvard Club, Boston, Nov 17 2011

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Marketing To A Changing Consumer: The Value Of Values

  1. 1. MARKETING TO A CHANGING CONSUMER: THE VALUE OF VALUES Argyle CMO Conference November 17, 2011 Mike Harrison Chief Brand Officer, TimberlandSunday, November 20, 2011
  2. 2. 2005-2011: A SEISMIC SHIFT...Sunday, November 20, 2011
  3. 3. !"#$%&$%!($)*+,-.-&(-&/,).()012,3,))&($ THE POST RECESSION CONSUMER !"#$%&#&()#*+,&-).,&/0)#123+%&455674558& Exclusive -60% Exclusive -60% Kindness & Empathy Sensuous-41% Arrogant -30% +391% Daring -20% Daring -20% Friendly +148% High Quality +124% Socially Responsible +63% 4(*-3,56(*$%#$72*8&3#+9):-#$7;)),0<#=*#0(->#0#?-(+@A",.(B,-(?0",.()02,3,))&($!($)*+,-CD)0-#0,%EF8*)&$,))G:((HI3(JKL,8MNOOSunday, November 20, 2011
  4. 4. !"#$%&$%!($)*+,-.-&(-&/,).()012,3,))&($ GEN Y: THEY REALLY ARE DIFFERENT !"#$%&#&()#*+,&-).,&/0)#123+%&455674558& Exclusive -60% Exclusive -60% Kindness & Empathy Arrogant -41% Sensual -30% +391% Daring -20% Daring -20% Friendly +148% High Quality +124% Socially Responsible +63% 4(*-3,56(*$%#$72*8&3#+9):-#$7;)),0<#=*#0(->#0#?-(+@A",.(B,-(?0",.()02,3,))&($!($)*+,-CD)0-#0,%EF8*)&$,))G:((HI3(JKL,8MNOOSunday, November 20, 2011
  5. 5. TRUST IN NETWORKS vs “MARKETING”Sunday, November 20, 2011
  6. 6. IMPLICATIONS FOR MARKETERS In future, winning brands will... • Deliver value and values • Engage consumers “person to person” vs “company to consumer”Sunday, November 20, 2011
  7. 7. The story of EarthkeepersSunday, November 20, 2011
  8. 8. TimberlandSunday, November 20, 2011
  9. 9. A pioneer in social responsibilitySunday, November 20, 2011
  10. 10. Community service & reforestationSunday, November 20, 2011
  11. 11. 2007 Brand messaging reserved. ny. All rights land Compa The Timber Company. ©2007 Timberland arks of The red tradem arks or registe are tradem Timberland andSunday, November 20, 2011
  12. 12. TBL share price 2006-08Sunday, November 20, 2011
  13. 13. Sunday, November 20, 2011
  14. 14. RetailSunday, November 20, 2011
  15. 15. Sunday, November 20, 2011
  16. 16. Traditional mediaSunday, November 20, 2011
  17. 17. Virtual Real World ReforestationSunday, November 20, 2011
  18. 18. AdvocacySunday, November 20, 2011
  19. 19. AdvocacySunday, November 20, 2011
  20. 20. Copenhagen “hijack”Sunday, November 20, 2011
  21. 21. Earthkeepers Fall 2011Sunday, November 20, 2011
  22. 22. Timberland Sales Other Products Earthkeepers 1500 1125 750 375 2007 2008 2009 0 2010Sunday, November 20, 2011
  23. 23. Even Wall Street Takes Notice...Sunday, November 20, 2011
  24. 24. TBL Share Price...Sunday, November 20, 2011
  25. 25. TBL Share Price...Sunday, November 20, 2011
  26. 26. MARKETING VALUES: WHAT WORKS • Authenticity & transparency • Values as “gift with purchase” • Story-telling vs “advertising”Sunday, November 20, 2011
  27. 27. WHAT DOESNʼT WORK? • TMI • Being earnestSunday, November 20, 2011
  28. 28. Sunday, November 20, 2011
  29. 29. THE VALUE OF VALUES • Meet the needs of todayʼs post recession & Gen Y consumers • A “gift with purchase” that can drive brand preference and sales • Opens up a richer, more personal relationship with consumersSunday, November 20, 2011
  30. 30. Sunday, November 20, 2011
  31. 31. Sunday, November 20, 2011
  32. 32. Sunday, November 20, 2011
  33. 33. Sunday, November 20, 2011
  34. 34. Sunday, November 20, 2011
  35. 35. Sunday, November 20, 2011
  36. 36. Sunday, November 20, 2011
  37. 37. www.timberland.com /canvasthatcaresSunday, November 20, 2011
  38. 38. MARKETING TO A CHANGING CONSUMER: THE VALUE OF VALUES Argyle CMO Conference November 17, 2011 Mike Harrison Chief Brand Officer, TimberlandSunday, November 20, 2011
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