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PERFECT INFORMATION LEAN PRODUCTION CONSUMER INFOSTREAMS CROWD CLOUT Individual efficiency Collective effectiveness
Potential for Intention Economics Intention Aggregation Social Marketing Potential for Social Marketisation
The Marketisation of everything The Socialisation of everyone The New “Social Market” In summary: the twin forces of transparency…
(n) Branding: the art of making money by improving decision quality for any stakeholder
The rules of the new social market: “Information Symmetry”
Products: Whatever must be known can be known
Markets: Whatever can be known, must be made known…
The rules of the new social market: “Social Symmetry”
People: Whoever must be known, can be made known
Organisations: How you know matters more than who you know
Prediction: This Social Market will play host to two long wars: Power: Who will be in charge of brands? The war for primacy between demand-side intentions and supply-side resources Control: Who will get most value from individuals’ assets? The war for control of social information
The Brand War 2020 ‘superbrands’ will be the best interpreters of demand-side signals, not the best spinners of supply messages… The Identity war 2020 ‘superpeople’ will be empowered to actively manage personal and social ROI from their actions and intentions. Who will win the wars? 2 predictions:
The Marketisation of everything The Socialisation of everyone The New “Social Market” The Liberation of the individual The Democratisation of brands The age of transparency
Wider Assurance History Learn Scepticism Integrity Deeper Listen Future Stop fighting. Give in to transparency. Enjoy it. Collaboration
Organisational Scepticism : Don’t drink the koolaid. Be sceptical of your own organisation. The rest of the world will be.
2. Keep listening : Don’t assume that what you say is what get’s heard. Understand the implications of your brand.
3. Keep learning : Don’t assume that your brand standards are good enough. Align expectations, promises and performance – constantly.
4. Brand Integrity : Don’t imagine you can actually manage reputation. Focus on managing your conduct. 5. Go deeper : Don’t stop with brand audits and stakeholder endorsements. Strive for continual learning. 6. Go wider : Don’t stop at pleasing customers. Understand all your stakeholders’ needs and understand your value propositions to them.
7. Brand Assurance : Don’t promise. Deliver, and prove you’ve delivered. 8. Think future : Don’t just protect license to operate. Build your ‘license to innovate’ by engaging with critical permission-brokers. 9. Think history : Don’t copy. Use your own history. Empower your hidden assets: product backstory, human expertise, supply-chain processes and corporate purpose.
10. Stakeholder Collaboration : Don’t compete on the resources you own; compete on the resources you can connect.