Your SlideShare is downloading. ×
Marc de Swaan Arons - Pazarlama Zirvesi 2012
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Marc de Swaan Arons - Pazarlama Zirvesi 2012

221

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
221
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Lessons fromGlobal Brands …In the Social & Digital AgeMarc de Swaan AronsChairman EffectiveBrandsIstanbul, December 5th 2012 Unleashing Global Marketing Potential™
  • 2. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam,a Special Day … Today is New York, Singapore
  • 3. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore December 5th … in Holland
  • 4. Marc de Swaan AronsDutch & American25 Years Global Marketing ExperienceCo-Founder EffectiveBrandsAdvisor to CMOs and Global Brand Heads18 years in New York
  • 5. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands 75 Marketing Consultants, 25 Nationalities 5 Offices: New York, London, Amsterdam, Singapore and Tokyo
  • 6. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York,Turkey EffectiveBrands in Singapore
  • 7. Our 3 focus areas What we do 1. Marketing Strategy 2. Marketing Structure 3. Marketing TrainingUnleashing Global Marketing Potential™Marketing Excellence • Page 7
  • 8. Today 1. Top 3 marketing challenges 2. Purposeful positioning 3. Organizing for socialUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 8
  • 9. Since 2002: The Leading Global Brands study 300 Global Brands 3,000 Global Marketing Leaders 30,000 Global Brand Contributors
  • 10. 1. Top 3 challenges
  • 11. # 1 – Social marketing
  • 12. The Solar Panel Question: It’s the right thing to do, but … The solar panel question
  • 13. What happens in Vegasno longer stays in Vegas
  • 14. New roles & responsibilities
  • 15. # 2 – Defining brand purpose
  • 16. Way beyond CSR
  • 17. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam,Global New York, Singapore Differentiation in a transparent worldUnleashing Global Marketing Potential™EB Strategy Meeting • Page 17
  • 18. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore Rallying the troops
  • 19. # 3 – Being global
  • 20. There are only local markets
  • 21. So what does it take to win?
  • 22. Brand Purpose & Organizational Openness Brand Purpose Ambition Level Marketing Organization Ambition
  • 23. PurposefulPositioning
  • 24. What’s Your Brand Purpose Ambition? PurposefulBrand Purpose Ambition Emotional Functional
  • 25. Functional: HTC Online Advertising
  • 26. Emotional: Stella Artois La Societe
  • 27. Purposeful Positioning
  • 28. Universal Consumer Need
  • 29. Today: Dove Ad Makeover
  • 30. Purposeful Positioning
  • 31. Dulux – 60 Seconds
  • 32. Summary: The Purposeful Organization Opportunity PurposefulBrand Purpose Ambition Emotional Functional
  • 33. Today 1. Top 3 CMO challenges 2. Purposeful positioning 3. Organizing for socialUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 34
  • 34. Social makes new demands on the Organization From Local 360° to Global 365Global 365Consumer Needs Conversation Fuel 365Global Always OnTouch Points
  • 35. 365 Always On Conversations: Heineken Quarterly Monthly Daily Hourly Real TimeIn-Store Displays TV Buying Facebook Status Twitter Replies Football App
  • 36. Shifting rolesGlobal Local Agencies Partners Consumers
  • 37. Organizing Marketing for Social PurposeBrand Purpose Ambition Level Emotional Functional Push Engage Open Marketing Organization Ambition
  • 38. Who has a role to play?Functions Communication Channels
  • 39. Who has a role to play?Functions Communication Channels
  • 40. ….. Everyone in the organization! Functions Communication Channels
  • 41. http://www.thecoca-colacompany.com/socialmedia
  • 42. Social marketing training programs
  • 43. Social marketing guidelinesSocial Communication Guidelines Engagement Flowcharts Crisis Response Plans1. Know and follow IBMs Business Conduct Guidelines.2. IBMers are personally responsible for the content they publish on-line3. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM4. Use a disclaimer such as …5. Respect copyright, fair use and financial disclosure laws.6. Dont provide confidential or other proprietary information.7. Dont cite clients, partners or suppliers without approval.8. Respect your audience.9. Be aware of your association with IBM in online social networks.10. Dont pick fights, be the first to correct your own mistakes.11. Try to add value.12. Dont use IBM logos or trademarks unless approved
  • 44. Online resources
  • 45. Reverse mentoring
  • 46. Social Marketing Training programs
  • 47. Immersions visits
  • 48. Purposeful brands and Open Organizations will win Purpose MISSED OPPORTUNITY Brand Ambition Level High Emotional Medium Functional Basic RISK Push Engage Open Marketing Organization Ambition
  • 49. In Summary ….
  • 50. Today 1. Top 3 CMO challenges 2. Purposeful positioning 3. Organizing for socialUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 51
  • 51. Top 3 CMO challenges
  • 52. Purposeful Brands
  • 53. Open Organizationshttp://www.thecoca-colacompany.com/socialmedia
  • 54. Open & Purposeful Organizations will win Purpose MISSED OPPORTUNITYBrand Ambition Level High Emotional Medium Functional Basic RISK Push Engage Open Marketing Organization Ambition
  • 55. Want to learn more? ….
  • 56. Tomorrow: Winning Brand Leadership Workshop Universal Truth Purposeful Positioning Total Experience What + How = Global Marketing Effectiveness
  • 57. THANK YOUUnleashing Global Marketing Potential™Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 58
  • 58. 3 Questions for you to consider …1. Are you honest to yourself about your brand’s purpose?2. Is your organization appropriately organized?3. Do you have the training programs to equip your teams?
  • 59. First 25 get FREE bookFeedback/Questions?marc@effectivebrands.comUnleashing Global Marketing Potential™Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 60
  • 60. Thank you NEW YORK AMSTERDAM 648 Broadway, Ste 502 Singel 540 New York, NY 10012 1017 AZ Amsterdam USA The Netherlands T: +1 212 358 9638 T: +31 20 330 2636 LONDON SINGAPORE 28-30 Little Russell Street 17A Duxton Road London WC1A 2HN Singapore 089483 United Kingdom Singapore T: +44 207 831 8444 T: +65 6221 3693 TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845 info@effectivebrands.comUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 61 Unleashing Global Marketing Potential™

×