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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

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
  • Transcript

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

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