CMO conference 2010 - Justin Basini

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This is Justin Basini's presentation from The 3rd European CMO Conference held in Zurich on the 30th September. The presentation theme is Marketing Leadership: from Shareholders to Stakeholders

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  • Simple premise – that we have achieved a huge amount but that we are reaching a fork in the road and we will need to make a choice over what path we follow
  • Change to storm clouds
  • Fat unhappy people
  • We can feel it – empty streets US vs Europe
  • Social capital store declining
  • Sun breaking through the clouds
  • CMO conference 2010 - Justin Basini

    1. 1. Leadership in Marketing: <br />from shareholder to stakeholder value<br />Justin Basini<br />www.basini.comwww.conservation-economy.org<br />Founder, Basini & Company<br />Founder & CEO, Allow (www.i-allow.com)<br />1<br />
    2. 2. No group hugs<br />
    3. 3. You decide what to take back to your desks or throw away<br />
    4. 4. ?<br />HOW ARE YOU FEELING SO FAR?<br />
    5. 5. REALITY, CONSUMPTION & SUSTAINABILITY <br />BUBBLES, OVER-CONSUMPTION & TRUST<br />MARKETING, HUMANITY & BUSINESS<br />
    6. 6. REALITY, CONSUMPTION & SUSTAINABILITY <br />TRUST, BUSINESS& BRANDS<br />MARKETING, HUMANITY & BUSINESS<br />
    7. 7. We are at a fork in the road<br />Where are we going?<br />Where have we come from?<br />
    8. 8. We are certainly gettingricher<br />We are certainly gettingolder<br />We are working more<br />We are getting fatter<br />More crime<br />We are voting less<br />1840<br />2008<br />2000<br />1950<br />1900<br />
    9. 9. We are not however getting more satisfied<br />1840<br />2008<br />2000<br />1950<br />1900<br />
    10. 10. CONSUMPTION ENGINEERING<br />
    11. 11. Build trust<br />
    12. 12. (WE) MARKETERS ARE THE ENGINEERS OF CONSUMPTION<br />
    13. 13. CAN WE CONTINUE TO BE CONSUMPTION ENGINEERS?<br />?<br />
    14. 14.
    15. 15. REALITY, CONSUMPTION & SUSTAINABILITY <br />BUBBLES, OVER-CONSUMPTION & TRUST<br />MARKETING, HUMANITY & BUSINESS<br />
    16. 16. THE BRAND ASSET BUBBLE<br />OVER-CONSUMPTION & THE EFFECTS<br />WE AREN’T TRUSTED ANYMORE TO DO THE RIGHT THING<br />
    17. 17. Brand asset value is outstripping perceived customer value<br />
    18. 18. Intangible assets are making up a larger proportion of enterprise value<br />% entreprise value<br />Source: BAV databases and Y&R historical research (Market Leader Sept 2009)<br />
    19. 19. For strong brands, brand value as total of company value is greater still…<br />84%<br />Source: Brand Finance, Market Leader Sept 2009<br />
    20. 20. The ‘valuation gap’ according to consumers<br />Reality (over last 10 years)<br />Less trusted than ever<br />50%<br />Less liked and respected<br />12%<br />Less salient than ever<br />20%<br />Quality perceptions decreasing<br />24%<br />Differentiation declined in 40/46 categories<br />Source: BAV 1993-2007 brand data. Copernicus, Jack Trout and Kevin Clancy (Market Leader Sept 2009)<br />
    21. 21.
    22. 22. Less than 40% of people know their neighbours<br />Fewer than 1 in 3 say they believe in God<br />Incidence of depression and breakdown has TRIPLED in past 20 years<br />Average age of “midlife” crisis now down to 30s<br />Number of people taking part in community activity half what it was 20 years ago<br />
    23. 23. We’re consuming resources as though there are 3 planets, not 1<br />Sustainability isn’t compatible with consumerism in it’s current form<br />Source: WWF, One Planet Living 2009<br />
    24. 24. CAN I<br />YOU?<br />
    25. 25.
    26. 26. Source: IPSOS MORI, around 2,000 British adults 15+ asked the question: “…would you tell me whether you generally trust them to tell the truth or not?”<br />
    27. 27. TRUST IN BUSINESS DOWN TO 22% GLOBALLY, A DECREASE OF 25% OVER THE PAST DECADE<br />Source: Justin Basini analysis of World Values Survey data 1980-2001. Notes: Each wave of global research is completed in those countries from 1000s of interviews with a range of representative demographic segments<br />
    28. 28. ?<br />BUT ARE THESE ISSUES FOR US TO CLEAR UP? WHAT DO WE DO?<br />
    29. 29.
    30. 30. REALITY, CONSUMPTION & SUSTAINABILITY <br />BUBBLES, OVER-CONSUMPTION & TRUST<br />MARKETING, HUMANITY & BUSINESS<br />
    31. 31. Rebuild trust<br />
    32. 32. Macro-social trust<br />Context-dependent<br />(context specific) trust<br />A priori generalised trust <br />Psychosocial feeling<br />Auditing<br />Conceptual trust<br />Pre-conceptual trust<br />Social cohesion<br />Machiavellian strategies<br />In group solidarity<br />Co-operation<br />Local communities<br />Conceptual trust<br />Pre-conceptual trust<br />Primary (taken for granted) trust<br />Reflective Trust<br />Conceptual trust<br />Pre-conceptual trust<br />Third parties<br />Self-confidence / self-doubt<br />Emotional interdependence<br />Rebuild trust<br />Psychosocial feeling<br />Basic trust (ontological)<br />Inner dialogicality<br />Micro-social trust<br />Source: Trust and Distrust in Society, Markova, Linell, Gillespie (2008)<br />
    33. 33. We all know what creates trust…now go do it!<br />A trustsB to do X<br />Engage & establish credibility<br />Set the right expectations<br />Active honesty & respect<br />Keep your commitments visibly & be consistent<br />Show you trust<br />
    34. 34. Who’s doing it?<br />Idea<br />Why?<br /><ul><li>Build brands with massive premium</li></ul>Takes more value out of revenue pool per transaction and generally increases length of ownership and resale value<br /><ul><li>Design products which last longer</li></ul>Increases product life cycle, can be afforded by brand premium, helps resale/reuse<br /><ul><li>Create marketing which builds trust</li></ul>Trust is social capital in a society, marketing can damage or build that trust e.g. using fear or over-promising<br />
    35. 35. Who’s doing it?<br />Idea<br />Why?<br /><ul><li>Be responsible for insight into all stakeholders not just customers</li></ul>All stakeholder groups are human – marketing has the competencies to understand all wants and needs<br /><ul><li>Change systems to surface tensions between different stakeholder groups and train people</li></ul>The ethical responsibility of managers is to balance the needs of different groups – doing this in practise is hard needs to be in systems and training<br /><ul><li>Integration of sustainability & CSR with marketing</li></ul>Todays radical transparency means that companies need to integrate all activities holistically, plus marketing budgets are bigger and therefore can have more impact<br />
    36. 36. Leadership in Marketing: <br />from shareholder to stakeholder value<br />Justin Basini<br />www.basini.comwww.conservation-economy.org<br />Founder, Basini & Company<br />Founder & CEO, Allow (www.i-allow.com)<br />36<br />

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