Your SlideShare is downloading. ×
Brand management in innovative companies The Chief Brand Officer's (CBO’s) role as change agent in innovative companies Ce...
The definition of marketing <ul><li>Marketing is the art to profitably and successfully deliver a superior value propositi...
an   all-communicating   world Today: Close to   5 billion   users In Q2 2010:   190   million  new users In 5 years:   7 ...
The ict revolution is changing the world
Redefining old processes… …  and the way we do things New ICT applied to old processes Such as mobile payments
… inventing new processes Reengineering our current way of life, .. making us adapt to completely new customs AND, DISCOVE...
50 billion  connected devices  <ul><li>Ericsson has a  vision  of 50 billion </li></ul><ul><li>connected devices by 2020. ...
Everything will be connected Online homes  Personal network  Intelligent transport  Smart utilities  Industry & society Bu...
innovation dynamics  : why and when it’s the right time to jump to new paradigms <ul><li>WHY:  </li></ul><ul><ul><li>To di...
DRIVING CHANGE & INNOVATION HOW?
<ul><li>The right culture </li></ul>
<ul><li>CUSTOMER FIRST </li></ul>
To make it happen:   the people Company culture People engagement Ideas and creativity The vision for innovation The Frame...
A strong brand Image Message Promise
cornerstones A Chief Brand Officer (Brand driver in top management) A Brand Strategy
A CLEAR BRAND STRATEGY Living the brand Brand  ambassadors Making it visible in all parts of the business Brand architecture
The definition of marketing <ul><li>Marketing is the art to profitably and successfully deliver a superior value propositi...
Mahatma Gandhi said it best: “ If you want change, you must be the change. No excuses or apologies, no blaming governments...
 
Upcoming SlideShare
Loading in...5
×

Tendensdagen 2010 brand management in innovative companies oct12 10

478

Published on

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

  • Be the first to like this

No Downloads
Views
Total Views
478
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Tendensdagen 2010 brand management in innovative companies oct12 10"

  1. 1. Brand management in innovative companies The Chief Brand Officer's (CBO’s) role as change agent in innovative companies Cesare Avenia C BO – Chief Brand Officer Ericsson CEO – Ericsson Italy
  2. 2. The definition of marketing <ul><li>Marketing is the art to profitably and successfully deliver a superior value proposition. </li></ul>
  3. 3. an all-communicating world Today: Close to 5 billion users In Q2 2010: 190 million new users In 5 years: 7 billion subscriptions
  4. 4. The ict revolution is changing the world
  5. 5. Redefining old processes… … and the way we do things New ICT applied to old processes Such as mobile payments
  6. 6. … inventing new processes Reengineering our current way of life, .. making us adapt to completely new customs AND, DISCOVERING NEW NEEDS…
  7. 7. 50 billion connected devices <ul><li>Ericsson has a vision of 50 billion </li></ul><ul><li>connected devices by 2020. </li></ul><ul><li>We do not just connect places </li></ul><ul><li>and people – but also machines </li></ul><ul><li>and devices. </li></ul><ul><li>Anything that benefits from </li></ul><ul><li>being connected will be </li></ul><ul><li>connected. </li></ul>
  8. 8. Everything will be connected Online homes Personal network Intelligent transport Smart utilities Industry & society Businesses Societies People <ul><li>Entertainment, security, health </li></ul><ul><li>Productivity, new revenues </li></ul><ul><li>Sustainability, regulation </li></ul><ul><li>Broadband ubiquity </li></ul><ul><li>Declining cost of connectivity </li></ul>Drivers Enablers
  9. 9. innovation dynamics : why and when it’s the right time to jump to new paradigms <ul><li>WHY: </li></ul><ul><ul><li>To differentiate the company from competitors and create a competitive advantage </li></ul></ul><ul><ul><li>To produce: </li></ul></ul><ul><ul><ul><li>Higher value for the customer </li></ul></ul></ul><ul><ul><ul><li>Higher profits for the company </li></ul></ul></ul><ul><li>WHEN: </li></ul><ul><ul><li>Incremental innovation has to happen always </li></ul></ul><ul><ul><li>Understanding when to jump on radical innovation is key </li></ul></ul><ul><ul><ul><li>When Improvement curve on incremental is flattening is the righ time </li></ul></ul></ul>
  10. 10. DRIVING CHANGE & INNOVATION HOW?
  11. 11. <ul><li>The right culture </li></ul>
  12. 12. <ul><li>CUSTOMER FIRST </li></ul>
  13. 13. To make it happen: the people Company culture People engagement Ideas and creativity The vision for innovation The Framework/Process Nurture ideas & lead the change Create value for Customers & Company
  14. 14. A strong brand Image Message Promise
  15. 15. cornerstones A Chief Brand Officer (Brand driver in top management) A Brand Strategy
  16. 16. A CLEAR BRAND STRATEGY Living the brand Brand ambassadors Making it visible in all parts of the business Brand architecture
  17. 17. The definition of marketing <ul><li>Marketing is the art to profitably and successfully deliver a superior value proposition. </li></ul>
  18. 18. Mahatma Gandhi said it best: “ If you want change, you must be the change. No excuses or apologies, no blaming governments or bureaucracies. Change is manifested by one person at a time, one choice at a time. It happens because we are willing to embrace a vision that is larger than our own self-interests.” What does it take?

×