ClientSummit2010_JohanJervoe(Intel)

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Johan Jervoe spoke at the Razorfish Client Summit about how Intel constantly pushes the envelope with its use of digital technology to not only build its brand but change the way we think about Intel products. For instance, the newly launched Intel Core Experience creates an experience that helps consumers understand why a processor is central to the purchase of a better computing device.

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  • 1/30/2015 11:24 PM
  • ClientSummit2010_JohanJervoe(Intel)

    1. 1. Johan Jervøe Vice President, Sales and Marketing Group The Power of Building a New Reality
    2. 2. Agenda • Its all a new world – really? • What I believe in… – Role of Brand – Role of Marketing – Role of the Organization (Company and Agency) • An example • Discussion
    3. 3. It’s a new world – really?
    4. 4. Fragmentation & Choice
    5. 5. Civic Generation Event Influenced Re-Defined Women’s Role Cause Greater than Self Confident & Optimistic Connectedness Traditional Gender Roles Family Oriented Stability Optimistic Difference Makers A Look at the Consumer Landscape GI Generation (84+) Baby Boomers (44-63) Being Overprotective & Sheltering First Soccer Moms Elevated Sense of Style Shopping = Family Hero Nostalgic Will pay more for things she valued Village Approach to Parenting Status Driven Squeezing in Quality Time Figuring Out Balance Challenges and Rewards Herself Gen X (27-43) Balance Overprotective Not Setting Down Higher Standard of Family Values Value is Important Feels Responsible for Child’s Happiness Results-oriented Immediate Gratification Latest and Greatest More Single Mom in this Group Entitled to Flexibility Gen Y (<26) Integration Optimistic Difference Makers Event Influenced Nostalgic Cause Greater than Self Media Multitaskers Connectedness Philanthropic Family Oriented Civic Generation
    6. 6. CONNECTION SELF ENTERTAINMENT COMMERCE KNOWLEDGE TOWN SQUARE
    7. 7. CONNECTION SELF EXPRESSION ENTERTAINMENT COMMERCE KNOWLEDGE TOWN SQUARE
    8. 8. TOWN SQUARE SELF EXPRESSION CONNECTION KNOWLEDGE ENTERTAINMENT COMMERCE
    9. 9. Availability of Processing Power Everywhere Broadband & Access Democratization of Content Creation & Influence New to the Game: 3 Revolutionizing Developments
    10. 10. Bigger Impact
    11. 11. Fragmentation & Choice
    12. 12. What does that mean for Role of Brands and Marketing? Brand Behavior Higher order Benefit of the consumer (navigate/help/entertain) Rooted in the heritage
    13. 13. Build Brand and build Sales through Brand Role of Marketing
    14. 14. Organizational Shift ADVERTISIN G SELLIN G CAMPAIGN SERVIN G CONVERSATIO N EXPERIENCE
    15. 15. Image of Marketing !?! 84 65 23 19 11 0 10 20 30 40 50 60 70 80 90 Military Teachers Lawyers Marketing & PR Government
    16. 16. move the organization raise the performance drive the competitive advantage
    17. 17. The 3 Sisters & The 3 Twins
    18. 18. THE 3 SISTERS 1. Strategy 2. Culture 3. Structure
    19. 19. THE 3 SISTERS 1. Strategy 2. Culture 3. Structure THE 3 TWINS 1. Consumer Intimacy 2. Executional Excellence 3. Meaningful Innovation
    20. 20. An example Benefit of the consumer (navigate/help/entertain)
    21. 21. Concluding thoughts… • Build Brand and Sales with the benefit of the consumer (navigate/help/entertain) • Understand our consumer (and their insights) • The lines between creation and consumption continue to blur • The lines between ownership and usage continue to blur
    22. 22. Concluding thoughts … • Do less things, better and deeper • Show leadership, trust in your brand… and your agencies… • Think big, start small, grow rapidly… • …differentiation is as much about doing things differently as it is about doing different things…
    23. 23. Thank You.
    24. 24. Q&A

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