1
We Have Broken Through,
Do You Know What Business Your Brand Is Really In? 1
A Long Time iMedian

3
A Long Time iMedian

13 iMedia Summits

3
A Long Time iMedian

13 iMedia Summits
7 BreakThrough
Summits

3
A Long Time iMedian

13 iMedia Summits
7 BreakThrough
Summits
1 Giant Head For A
Five Year Old

3
4
4
5
5
6
6
7
1. Digital Value Ecosystem

7
1. Digital Value Ecosystem

7
1. Digital Value Ecosystem

7
1. Digital Value Ecosystem
2. Post Disruption Era

7
What Was Once Unique Is Now Expected

8
The Great Democratizer
Text

9
10
10
11
Over the next few days,
take a step out of your everyday thought
processes.
Real breakthrough thinking happens at the

11
Invention >

Disruption

Innovation

Post-Disruption

Cycle of Innovation
12
13
13
It’s No Wonder We Need Conferences About Media and Communications Strategy
Post Disruption/Innovation

13
It’s No Wonder We Need Conferences About Media and Communications Strategy
Innovation?

14
Innovation ≠ Technology

15
16
We Are a Technology Company

17
Video #1

18
You Know What Is Really Really Cool?

19
You Know What Is Really Really Cool?

19
20
What Campaign Comes to Mind?

20
21
The First Social Media Marketing Campaign?

21
And Then We Went Viral!
Roll	
  Video

22
And Then We Went Viral!
And	
  The	
  Virality	
  Really	
  Never	
  Ended
Roll	
  Video

22
Video #2

23
24
24
Product

User
Value

Marketing

24
Product

Systems

User
Value

Marketing

Stories

24
Product

User
Value

Systems Stories

Marketing

24
25
Ideally, a product should have
marketing value baked into its core

25
26
27
Experiences Are What Move People
27
28
29
“If your marketing is not
driven by user experience
design, you will lose in the
long term, despite a few
short term succe...
Great UX
=
Market Results

31
31
The UX designer
doesn't just look at what
is,
but rather imagines
what can be
31
32
32
32
33
34
What Do I
Do Now?

34
35
Know Your Current Ecosystem

35
Know Your Current Ecosystem
List All Complimentors

35
Know Your Current Ecosystem
List All Complimentors
This Includes Other Businesses and Developers

35
Know Your Current Ecosystem
List All Complimentors
This Includes Other Businesses and Developers
This Will Help Define Pot...
Know Your Current Ecosystem
List All Complimentors
This Includes Other Businesses and Developers
This Will Help Define Pot...
Know Your Current Ecosystem
List All Complimentors
This Includes Other Businesses and Developers
This Will Help Define Pot...
Know Your Current Ecosystem
List All Complimentors
This Includes Other Businesses and Developers
This Will Help Define Pot...
Know Your Current Ecosystem
List All Complimentors
This Includes Other Businesses and Developers
This Will Help Define Pot...
Know Your Current Ecosystem
List All Complimentors
This Includes Other Businesses and Developers
This Will Help Define Pot...
Know Your Current Ecosystem
List All Complimentors
This Includes Other Businesses and Developers
This Will Help Define Pot...
Three Elements of A Digital
Value Ecosystem

36
Three Elements of A Digital
Value Ecosystem
And The Intrinsic Market Value In Creating
Things People Actually Care About

...
37
1.

Every Company Is a Tech Company
and every brand can be a “value connector”

2.

Brands Must Be Publishers
and products...
Every Company Is a Tech Company
and every brand can be a “value connector”

38
39
40
*alternatives to consumption
Utility
Content
Community

40
*alternatives to consumption
41
Co-Creation

41
42
*value connectors
43
Open API's allow complimentors to find You

43
44
Developer love +
brand marketing value
=
Priceless

44
45

*alternatives to consumption
Video #3

46
*landscape of invention
47
*secondary areas of value
*landscape of invention
47
*secondary areas of value
*landscape of invention
47
*secondary areas of value
*landscape of invention
47
*secondary areas of value
Video #4

48
49

*value connectors
50

*data scenario
Every Action Creates An Equal Or Greater Interaction

50

*data scenario
Integrating on-line and off-line insights; creating, analyzing, and modeling consumer
segments to optimize advertising rea...
2. Brands Must Be Publishers
and products must tell stories

52
53

*value connectors
The Newsroom: Re-Imagined
54
3. Every Brand Must Have Value(s)
and values equal value

55
56
57
58
59
60
#peoplearepriceless

60
Digital Value Ecosystem

#peoplearepriceless

60
Thank	
  You
Adam	
  Broitman,	
  MasterCard

61
What Type Of Sharer Are You?

62
63
Video #5
5personas.mastercard.com
#5personas
64
Welcome by Summit Host & Opening Keynote: "Has the Digital Revolution Left Your Brand in an Identity Crisis?"
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Welcome by Summit Host & Opening Keynote: "Has the Digital Revolution Left Your Brand in an Identity Crisis?"

  1. 1. 1
  2. 2. We Have Broken Through, Do You Know What Business Your Brand Is Really In? 1
  3. 3. A Long Time iMedian 3
  4. 4. A Long Time iMedian 13 iMedia Summits 3
  5. 5. A Long Time iMedian 13 iMedia Summits 7 BreakThrough Summits 3
  6. 6. A Long Time iMedian 13 iMedia Summits 7 BreakThrough Summits 1 Giant Head For A Five Year Old 3
  7. 7. 4
  8. 8. 4
  9. 9. 5
  10. 10. 5
  11. 11. 6
  12. 12. 6
  13. 13. 7
  14. 14. 1. Digital Value Ecosystem 7
  15. 15. 1. Digital Value Ecosystem 7
  16. 16. 1. Digital Value Ecosystem 7
  17. 17. 1. Digital Value Ecosystem 2. Post Disruption Era 7
  18. 18. What Was Once Unique Is Now Expected 8
  19. 19. The Great Democratizer Text 9
  20. 20. 10
  21. 21. 10
  22. 22. 11
  23. 23. Over the next few days, take a step out of your everyday thought processes. Real breakthrough thinking happens at the 11
  24. 24. Invention > Disruption Innovation Post-Disruption Cycle of Innovation 12
  25. 25. 13
  26. 26. 13 It’s No Wonder We Need Conferences About Media and Communications Strategy
  27. 27. Post Disruption/Innovation 13 It’s No Wonder We Need Conferences About Media and Communications Strategy
  28. 28. Innovation? 14
  29. 29. Innovation ≠ Technology 15
  30. 30. 16
  31. 31. We Are a Technology Company 17
  32. 32. Video #1 18
  33. 33. You Know What Is Really Really Cool? 19
  34. 34. You Know What Is Really Really Cool? 19
  35. 35. 20
  36. 36. What Campaign Comes to Mind? 20
  37. 37. 21
  38. 38. The First Social Media Marketing Campaign? 21
  39. 39. And Then We Went Viral! Roll  Video 22
  40. 40. And Then We Went Viral! And  The  Virality  Really  Never  Ended Roll  Video 22
  41. 41. Video #2 23
  42. 42. 24
  43. 43. 24
  44. 44. Product User Value Marketing 24
  45. 45. Product Systems User Value Marketing Stories 24
  46. 46. Product User Value Systems Stories Marketing 24
  47. 47. 25
  48. 48. Ideally, a product should have marketing value baked into its core 25
  49. 49. 26
  50. 50. 27
  51. 51. Experiences Are What Move People 27
  52. 52. 28
  53. 53. 29
  54. 54. “If your marketing is not driven by user experience design, you will lose in the long term, despite a few short term successes you might achieve” 30
  55. 55. Great UX = Market Results 31
  56. 56. 31
  57. 57. The UX designer doesn't just look at what is, but rather imagines what can be 31
  58. 58. 32
  59. 59. 32
  60. 60. 32
  61. 61. 33
  62. 62. 34
  63. 63. What Do I Do Now? 34
  64. 64. 35
  65. 65. Know Your Current Ecosystem 35
  66. 66. Know Your Current Ecosystem List All Complimentors 35
  67. 67. Know Your Current Ecosystem List All Complimentors This Includes Other Businesses and Developers 35
  68. 68. Know Your Current Ecosystem List All Complimentors This Includes Other Businesses and Developers This Will Help Define Potential “Value Connectors” 35
  69. 69. Know Your Current Ecosystem List All Complimentors This Includes Other Businesses and Developers This Will Help Define Potential “Value Connectors” Create a “Landscape Of Invention” 35
  70. 70. Know Your Current Ecosystem List All Complimentors This Includes Other Businesses and Developers This Will Help Define Potential “Value Connectors” Create a “Landscape Of Invention” Survey New Technologies That Can Play A Role In Adding Value To Your Core Products 35
  71. 71. Know Your Current Ecosystem List All Complimentors This Includes Other Businesses and Developers This Will Help Define Potential “Value Connectors” Create a “Landscape Of Invention” Survey New Technologies That Can Play A Role In Adding Value To Your Core Products Create a List of “Alternatives To Consumption” 35
  72. 72. Know Your Current Ecosystem List All Complimentors This Includes Other Businesses and Developers This Will Help Define Potential “Value Connectors” Create a “Landscape Of Invention” Survey New Technologies That Can Play A Role In Adding Value To Your Core Products Create a List of “Alternatives To Consumption” How Can Your Goods or Services Be Used More Efficiently or Effectively? How Can The Value of Your Product be Extended Into “Secondary Areas of Value”? 35
  73. 73. Know Your Current Ecosystem List All Complimentors This Includes Other Businesses and Developers This Will Help Define Potential “Value Connectors” Create a “Landscape Of Invention” Survey New Technologies That Can Play A Role In Adding Value To Your Core Products Create a List of “Alternatives To Consumption” How Can Your Goods or Services Be Used More Efficiently or Effectively? How Can The Value of Your Product be Extended Into “Secondary Areas of Value”? What Is Your “Data Scenario”? 35
  74. 74. Know Your Current Ecosystem List All Complimentors This Includes Other Businesses and Developers This Will Help Define Potential “Value Connectors” Create a “Landscape Of Invention” Survey New Technologies That Can Play A Role In Adding Value To Your Core Products Create a List of “Alternatives To Consumption” How Can Your Goods or Services Be Used More Efficiently or Effectively? How Can The Value of Your Product be Extended Into “Secondary Areas of Value”? What Is Your “Data Scenario”? Current Uses Aside, Can Your Data Tell a Value Story To You Or Your Partners 35
  75. 75. Three Elements of A Digital Value Ecosystem 36
  76. 76. Three Elements of A Digital Value Ecosystem And The Intrinsic Market Value In Creating Things People Actually Care About 36
  77. 77. 37
  78. 78. 1. Every Company Is a Tech Company and every brand can be a “value connector” 2. Brands Must Be Publishers and products must tell stories 3. Every Brand Must Have Value(s) and values equal value 37
  79. 79. Every Company Is a Tech Company and every brand can be a “value connector” 38
  80. 80. 39
  81. 81. 40 *alternatives to consumption
  82. 82. Utility Content Community 40 *alternatives to consumption
  83. 83. 41
  84. 84. Co-Creation 41
  85. 85. 42 *value connectors
  86. 86. 43
  87. 87. Open API's allow complimentors to find You 43
  88. 88. 44
  89. 89. Developer love + brand marketing value = Priceless 44
  90. 90. 45 *alternatives to consumption
  91. 91. Video #3 46
  92. 92. *landscape of invention 47 *secondary areas of value
  93. 93. *landscape of invention 47 *secondary areas of value
  94. 94. *landscape of invention 47 *secondary areas of value
  95. 95. *landscape of invention 47 *secondary areas of value
  96. 96. Video #4 48
  97. 97. 49 *value connectors
  98. 98. 50 *data scenario
  99. 99. Every Action Creates An Equal Or Greater Interaction 50 *data scenario
  100. 100. Integrating on-line and off-line insights; creating, analyzing, and modeling consumer segments to optimize advertising reach and offer effectiveness 51
  101. 101. 2. Brands Must Be Publishers and products must tell stories 52
  102. 102. 53 *value connectors
  103. 103. The Newsroom: Re-Imagined 54
  104. 104. 3. Every Brand Must Have Value(s) and values equal value 55
  105. 105. 56
  106. 106. 57
  107. 107. 58
  108. 108. 59
  109. 109. 60
  110. 110. #peoplearepriceless 60
  111. 111. Digital Value Ecosystem #peoplearepriceless 60
  112. 112. Thank  You Adam  Broitman,  MasterCard 61
  113. 113. What Type Of Sharer Are You? 62
  114. 114. 63 Video #5
  115. 115. 5personas.mastercard.com #5personas 64
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