“Classic American Cool Now”
Levi’s® is the youngest oldest brand in the world.
The most important thing about Levi’s® is our heritage!
“Classic American Cool Now”
The embodiment of the energy and the events of our time
Internet fits Levi’s® like a glove!
TV advertising built our brand in Europe.
The European Levi’s® consumers.
The key challenge we face as a brand.
Internet is an Embrace online,
everyday tool used used as a social &
in myriad of ways entertainment tool
Most internet saavy group
content creation (multimedia / Really heavy users (more than
blogs) and consumption progressives), similar usage across
(music/AV/photo), as well as all but content – which tends to
more normal use (search, involve passive consumption
• Our consumer’s don’t see & hear us anymore (= channel)
• When they do they don’t care that much (= content)
We need to go from a TV-led advertising model
to an integrated AV brand experience model to create
a more optimal marketing ROI.
The challenge everyone is facing.
“I think the old rules should be called in to question
because the rules in terms of consumption have changed so dramatically”
- Robert lger, CEO Disney
The new MarCom Model
Media push Content pull
Brand as hero Brand as enabler
Target as consumer People as advocates
Cat Power for Levi’s®.
The role of digital for the Levi’s® brand = innovation.
From Wikipedia, the free encyclopedia;
While innovation typically adds value, innovation may also have a negative or destructive
effect as new developments clear away or change old organizational forms and
practices. Organizations that do not innovate effectively may be destroyed by those that
do. Hence innovation typically involves risk. A key challenge in innovation is maintaining
a balance between process and product innovations where process innovations tend to
involve a business model which may develop shareholder satisfaction through improved
efficiencies while product innovations develop customer support however at the risk of
costly R&D that can erode shareholder return.
A new way of doing business,
through a new way of market and experience our products and brand,
and not necessarily through new product innovations.
Brand of the Future
Achieving Consumer Centric Innovation & Transforming Business
Digital as Brand integration enabler
Paid Media ATAWAD Services Insights
Earned Media Education
Controlled Media Customization
Offline Integration & Intelligence
Digital at the heart of the Brand strategy
Digital, as cross-over Brand discipline
MARKETING Retail Imp
Research Retail Ops
Trade MarCom Product
Consumer IT Merchandising
A Digital platform adapting to consumer needs
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