Lessons fromGlobal Brands …In the Social & Digital AgeMarc de Swaan AronsChairman EffectiveBrandsIstanbul, December 5th 20...
Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam,a Special Day …                    Today is New York, S...
Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore                   December 5th … i...
Marc de Swaan AronsDutch & American25 Years Global Marketing ExperienceCo-Founder EffectiveBrandsAdvisor to CMOs and Globa...
Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore                    About Effective...
Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York,Turkey                   EffectiveBrands in S...
Our 3 focus areas                                            What we do 1. Marketing Strategy                   2. Marketi...
Today                                         1. Top 3 marketing challenges                                         2. Pur...
Since 2002: The Leading Global Brands study                300    Global Brands               3,000   Global Marketing Lea...
1. Top 3 challenges
# 1 – Social marketing
The Solar Panel Question: It’s the right thing to do, but …                            The solar panel question
What happens in Vegasno longer stays in Vegas
New roles & responsibilities
# 2 – Defining brand purpose
Way beyond CSR
Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam,Global                             New York, Singapore ...
Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore                                   ...
# 3 – Being global
There are only local markets
So what does it take to win?
Brand Purpose & Organizational Openness     Brand Purpose Ambition Level                                    Marketing Orga...
PurposefulPositioning
What’s Your Brand Purpose Ambition?                         PurposefulBrand Purpose Ambition                         Emoti...
Functional: HTC Online Advertising
Emotional: Stella Artois La Societe
Purposeful Positioning
Universal Consumer Need
Today: Dove Ad Makeover
Purposeful Positioning
Dulux – 60 Seconds
Summary: The Purposeful Organization Opportunity                         PurposefulBrand Purpose Ambition                 ...
Today                                          1. Top 3 CMO challenges                                          2. Purpose...
Social makes new demands on the Organization         From Local 360° to Global 365Global                                  ...
365 Always On Conversations: Heineken  Quarterly            Monthly         Daily            Hourly         Real TimeIn-St...
Shifting rolesGlobal   Local   Agencies   Partners      Consumers
Organizing Marketing for Social                                 PurposeBrand Purpose Ambition Level                       ...
Who has a role to play?Functions              Communication Channels
Who has a role to play?Functions              Communication Channels
….. Everyone in the organization!   Functions               Communication Channels
http://www.thecoca-colacompany.com/socialmedia
Social marketing training programs
Social marketing guidelinesSocial Communication Guidelines                                  Engagement Flowcharts   Crisis...
Online resources
Reverse mentoring
Social Marketing Training programs
Immersions visits
Purposeful brands and Open Organizations will win                           Purpose    MISSED                             ...
In Summary ….
Today                                         1. Top 3 CMO challenges                                         2. Purposefu...
Top 3 CMO challenges
Purposeful Brands
Open Organizationshttp://www.thecoca-colacompany.com/socialmedia
Open & Purposeful Organizations will win                           Purpose    MISSED                                      ...
Want to learn more? ….
Tomorrow: Winning Brand Leadership Workshop                     Universal Truth                  Purposeful Positioning   ...
THANK YOUUnleashing Global Marketing Potential™Nuromol Gemini Global Marketing Potential™  Unleashing Analysis • Page 58
3 Questions for you to consider …1. Are you honest to yourself about your brand’s purpose?2. Is your organization appropri...
First 25 get FREE bookFeedback/Questions?marc@effectivebrands.comUnleashing Global Marketing Potential™Nuromol Gemini Glob...
Thank you  NEW YORK                         AMSTERDAM  648 Broadway, Ste 502            Singel 540  New York, NY 10012    ...
Marc de Swaan Arons - Pazarlama Zirvesi 2012
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Marc de Swaan Arons - Pazarlama Zirvesi 2012

  1. 1. Lessons fromGlobal Brands …In the Social & Digital AgeMarc de Swaan AronsChairman EffectiveBrandsIstanbul, December 5th 2012 Unleashing Global Marketing Potential™
  2. 2. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam,a Special Day … Today is New York, Singapore
  3. 3. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore December 5th … in Holland
  4. 4. Marc de Swaan AronsDutch & American25 Years Global Marketing ExperienceCo-Founder EffectiveBrandsAdvisor to CMOs and Global Brand Heads18 years in New York
  5. 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. 6. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York,Turkey EffectiveBrands in Singapore
  7. 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. 8. Today 1. Top 3 marketing challenges 2. Purposeful positioning 3. Organizing for socialUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 8
  9. 9. Since 2002: The Leading Global Brands study 300 Global Brands 3,000 Global Marketing Leaders 30,000 Global Brand Contributors
  10. 10. 1. Top 3 challenges
  11. 11. # 1 – Social marketing
  12. 12. The Solar Panel Question: It’s the right thing to do, but … The solar panel question
  13. 13. What happens in Vegasno longer stays in Vegas
  14. 14. New roles & responsibilities
  15. 15. # 2 – Defining brand purpose
  16. 16. Way beyond CSR
  17. 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. 18. Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore Rallying the troops
  19. 19. # 3 – Being global
  20. 20. There are only local markets
  21. 21. So what does it take to win?
  22. 22. Brand Purpose & Organizational Openness Brand Purpose Ambition Level Marketing Organization Ambition
  23. 23. PurposefulPositioning
  24. 24. What’s Your Brand Purpose Ambition? PurposefulBrand Purpose Ambition Emotional Functional
  25. 25. Functional: HTC Online Advertising
  26. 26. Emotional: Stella Artois La Societe
  27. 27. Purposeful Positioning
  28. 28. Universal Consumer Need
  29. 29. Today: Dove Ad Makeover
  30. 30. Purposeful Positioning
  31. 31. Dulux – 60 Seconds
  32. 32. Summary: The Purposeful Organization Opportunity PurposefulBrand Purpose Ambition Emotional Functional
  33. 33. Today 1. Top 3 CMO challenges 2. Purposeful positioning 3. Organizing for socialUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 34
  34. 34. Social makes new demands on the Organization From Local 360° to Global 365Global 365Consumer Needs Conversation Fuel 365Global Always OnTouch Points
  35. 35. 365 Always On Conversations: Heineken Quarterly Monthly Daily Hourly Real TimeIn-Store Displays TV Buying Facebook Status Twitter Replies Football App
  36. 36. Shifting rolesGlobal Local Agencies Partners Consumers
  37. 37. Organizing Marketing for Social PurposeBrand Purpose Ambition Level Emotional Functional Push Engage Open Marketing Organization Ambition
  38. 38. Who has a role to play?Functions Communication Channels
  39. 39. Who has a role to play?Functions Communication Channels
  40. 40. ….. Everyone in the organization! Functions Communication Channels
  41. 41. http://www.thecoca-colacompany.com/socialmedia
  42. 42. Social marketing training programs
  43. 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. 44. Online resources
  45. 45. Reverse mentoring
  46. 46. Social Marketing Training programs
  47. 47. Immersions visits
  48. 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. 49. In Summary ….
  50. 50. Today 1. Top 3 CMO challenges 2. Purposeful positioning 3. Organizing for socialUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 51
  51. 51. Top 3 CMO challenges
  52. 52. Purposeful Brands
  53. 53. Open Organizationshttp://www.thecoca-colacompany.com/socialmedia
  54. 54. Open & Purposeful Organizations will win Purpose MISSED OPPORTUNITYBrand Ambition Level High Emotional Medium Functional Basic RISK Push Engage Open Marketing Organization Ambition
  55. 55. Want to learn more? ….
  56. 56. Tomorrow: Winning Brand Leadership Workshop Universal Truth Purposeful Positioning Total Experience What + How = Global Marketing Effectiveness
  57. 57. THANK YOUUnleashing Global Marketing Potential™Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 58
  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. 59. First 25 get FREE bookFeedback/Questions?marc@effectivebrands.comUnleashing Global Marketing Potential™Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 60
  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™

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