Strategy for the Modern Age

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Strategy for the Modern Age - Presentation made to BU class January 2012, as part of Edward Boches' course

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Strategy for the Modern Age

  1. 1. Strategy for the Modern Age Looking at the past to help decipher the future
  2. 2. The advert that made me want to work inadvertising… Levis: Pocket Watch Michel Gondry
  3. 3. "You cant connect the dots lookingforward; you can only connect themlooking backward” Steve Jobs, 2005
  4. 4. My subsequent history in advertising:
  5. 5. The changing face of strategy:1. Where we have been 2. Where we are now3. Where we are going
  6. 6. Before we start, housekeeping:The Role of the Brand “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos, CEO, Amazon.com
  7. 7. Usual market forces do not apply, it is humanforces that make or break brand value $5k Vs.
  8. 8. Understanding the changing nature of human/ brandrelationships is the key to understanding shifts instrategic & communications thinking
  9. 9. 1. Where we have been: The Alpha Male Relationship I talk, you Listen (I hope)
  10. 10. C r e a t iv e B r ie f C r e a t iv e B r ie f a d v e r t is in g a d v e r t is in gThe Early 2000s were all fairly “me” C l ie n t Job n o C l ie n t Job n ofocused: I am a brand, this is what I Pr o duc t D e s c r ip t io n Pr o duc t D e s c r ip t io nwant to do, how do I get consumers R e q u ir e m e n t A ir / In s e r t io n d a t e R e q u ir e m e n t A ir / In s e r t io n d a t eto do it? Why are we advertising? T he role and the goals for the advertising in meeting marketing and communications objectives. Why are we advertising? T he role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? What do we want them to think or do? T he desired change in their thinking or behaviour that will occur as a result of the advertising. T he desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? What is the core brand insight? T he surprising, new insightful connection which springs from Insight Mining TM T he surprising, new insightful connection which springs from Insight Mining TM What should the advertising say? What should the advertising say? T he single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. T he single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? What executional considerations are there? Legal, branding, logistical and directional input. Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g S t r a t e g y a n d T im in g Ac c o u n t D ir Ac c o u n t D ir P l a n n in g D ir P l a n n in g D ir Ma n a g e me n t Ma n a g e me n t C r e a t iv e C r e a t iv e D ir e c t o r D ir e c t o r F ir s t R e v ie w F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic bu dget C l ie n t W r it t e n b y t r a f f ic bu dget C l ie n t P r e s e n t a t io n P r e s e n t a t io n
  11. 11. It’s always a good question to put to a new client: we all know what you make – but are you as certain what your customers are buying?
  12. 12. People don’t want a quarter-inch drill; they want a quarter-inch hole Jeremy Bullmore, WPP
  13. 13. The (Consumer) Insight:
  14. 14. What is an insight?(or one definition at least) An unexpected but universal tension that exists between your audience & your Product/ Brand/ Category
  15. 15. The consumer/ product insight – howdoes this product/ service really helpme/ what do I really want? Grow sales of Axe 24 hour Our deodorant and maintain share as Objective? market leader Who are we Young, slightly sex obsessed, talking to & men, who are find getting women what do they a highly competitive affair & want want anything that can help them What do we Using Axe gives you the edge in want to say? the mating game
  16. 16. Axe: Click, Ben Affleck
  17. 17. The consumer /brand insight – is thisbrand really all that/ it seems veryoverrated / last year/ young/ old etc Our Grow sales of Nike Tennis Gear Objective? Sportsmen who think Nike is just Who are we a fashion / street brand. They talking to & what are they looking? want shoes that are going to help them win What do we Nike is for anyone committed to want to say? winning.
  18. 18. Nike Tennis: Pete Sampras, Andre Agassi
  19. 19. The consumer / category insight – do Ireally need this thing in my life? Our Grow the gaming community in Objective? the UK Who are we 18-30 year olds who may turn talking to & their nose up at gaming for being what is our too geeky insight? What do we PS2 is for anyone who knows the want to say meaning of having fun
  20. 20. Playstation: Double Life
  21. 21. In Sum: Strategy 101 for the early2000s Steal share / Our Objective Launch X/ Grow Drive Sales the market Who are we Who are the main talking to audience we need to Our Consumer gain attention with Why are they not What is the unique buying more of our tension that exists Core Insight product / service? between them & X? What do we What is the want to say to creative change their solution to this Main Message minds? tension?
  22. 22. 2. Where we are now: The modernpartnership? Ever since the arrival of television, brands, their owners and advisors have been obsessed with what brands say at the expense of what brands do. When we judge a politician, we listen carefully to what he has to say and how he says it. But we also note his behavior, his actions, his eyes, his movements. Body language, we call it: and it’s very rich and full of significance. It tells us a lot. Brands have body language, too- but few consciously and consistently set out to develop it. Branded Utility, for all the opacity of the name, may herald a welcome return to a mutually beneficial form of marketing. Jeremy Bullmore, WPP
  23. 23. In the mid 2000s, the human / brandrelationship started to change in amajor way Social Web 1.0 Social Web 2.0 Social Web 3.0
  24. 24. We are now on a – somewhatterrifying? - two way street
  25. 25. “All these communities already exist. Instead ofthinking “How can I create one?” think about howyou can create things that are mutually beneficialfor your & for them” Mark Zuckerberg
  26. 26. Across multiple media channels:Coherency vs. consistency
  27. 27. New Strategic Theories began toemerge: The Engagement Planner Understand the unexpected tensions that exist between your community & how they interact with your product/ brand/ category/ idea
  28. 28. And New Strategic Approaches Create WOM/ Loyalty/ digital Drive long term Our Objective engagement/ growth in share of brand likeability Market & mind Who are the value Who are we that value this brand Our talking to and are our most valuable advocates? Community What is our What do we communications Our Purpose want to do? idea How do we engage How can we our community in a Engagement do this way that is relevant insight to them
  29. 29. Putting this into practice: Mama Luchetti Grow share in Argentina vs. no 1 Our Objective? brand Knorr Who are we Real Moms who were busy, talking to? fallible, lovely but complicated. Bring the real modern mother to What is our life, complete with all her faults purpose? and wonders Other mothers are more powerful How are we than God when it comes to creating going to do it? trust : Create Mama Luchetti
  30. 30. Mama Luchetti: Liquadora Mama Luchetti: Diana Ross
  31. 31. Putting this into practice: Nike What do we Grow Brand loyalty amongst the want to do? running community in London Who are we London Runners – a competitive talking to? bunch wherever they might be from Create a Nike property that What is our capitalizes on the competitive spirit of purpose? our community and gives them something to rally behind To say that the North and the south How are we are competitive is an understatement: going to do it? Lets pit the North against the South.
  32. 32. Nike Run London: D&AD Case Study
  33. 33. Putting this into practice: British Airways Restore Trust in British What do we Airways after the disastrous want to do? opening of T5 Who are we Anyone who is British (and talking to? flies) What is our Demonstrate to them that T5 is purpose? working They are beyond skeptical – How are we the only way to believe it is to going to do it? see it
  34. 34. In Sum: Saying Doing “In the new world of broadband, brands compete with life, not with each other” Nigel Bogle, Founder, BBH
  35. 35. 3. Where we are going: A hypothesis
  36. 36. The Theory:
  37. 37. The Evidence:
  38. 38. The Future Reality? Access > Ownership
  39. 39. Tough Mudder: The Pledge in Practice
  40. 40. Other, examples of this inpractice:
  41. 41. “In an increasingly competitive world,organizations are realizing that we are not just selling a branded product or service but a mass of branded people who we must support and nurture.” Helena Rubenstein, Managing Director, The HR Lab, UK
  42. 42. Saying Doing Being In the future there is no “us” & “them” only collective, coherent purpose

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