Tension

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It's not a war of attention any more. Brands need something different

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Tension

  1. 1. Men  more  frequently  require     to  be  reminded  than  informed Samuel  Johnson
  2. 2. We  all  know  the  trends
  3. 3. Health  &  wellness
  4. 4. Social  responsibility/   Sustainability
  5. 5. Authen?city
  6. 6. Mobile
  7. 7. The  ME  genera?on
  8. 8. All  of  those  are  the  usual  suspects
  9. 9. Now  let’s  look  at  trends     a  liEle  differently
  10. 10. Modern  marke?ng
  11. 11. First,  hun?ng  for  customers anksy,  Trolley  hunters  
  12. 12.    Then,  a  war  over  ,me
  13. 13. Then,  a  war  over  aEen?on
  14. 14. But  aEen?on  is  not  enough
  15. 15. You  need  TENSION
  16. 16. There’s  no  aEen?on     without  tension
  17. 17. Jesse  Desjardins,  100+  beau?ful  slides  from  Cannes  Lions  ‘13  
  18. 18. Jesse  Desjardins,  100+  beau?ful  slides  from  Cannes  Lions  ‘13  
  19. 19. For  there  is  no  quality  in  this  world     that  is  not  what  it  is  merely  by  contrast. Herman  Melville Truly  to  enjoy  bodily  warmth     some  small  part  of  you  must  be  cold.
  20. 20. Where  do  we     find  tension?
  21. 21. Everywhere,  really
  22. 22. 3  typical  ways  
  23. 23. 1.  Tension  between     consumers’  own     contras?ng  needs
  24. 24. Health  vs.  enjoyment
  25. 25. The  product  vs.     how  it’s  produced
  26. 26.  Expec?ng  corpora?ons  to  behave   responsibly  vs.  behaving  responsibly     as  a  consumer
  27. 27. 2.  Cultural  tensions
  28. 28. Work  vs.  life
  29. 29. Capitalism  vs.  equality
  30. 30. Business     vs.  society
  31. 31. Sharing  vs.  privacy
  32. 32. 3.  Tension  within  a  company  or   between  a  company  and  its  ecosystem
  33. 33. Marke?ng  vs.  other  func?ons
  34. 34. A  company  vs.  its  channels
  35. 35. How  do  you  solve  the  tension?
  36. 36. Tension Choice Low High And Or
  37. 37. Tension Choice Low High And Or Focus Alchemy High     risk Low   risk
  38. 38. Tension Choice Low High And Or Focus Alchemy High     risk Low   risk
  39. 39. Tension Choice Low High And Or Focus Alchemy High     risk Low   risk
  40. 40. Tension Choice Low High And Or Focus Alchemy High     risk Low   risk
  41. 41. More  and  more,  global  brands    need  to  prac?ce  alchemy
  42. 42. Tension Choice Low High And Or Focus Alchemy High     risk Low   risk
  43. 43. McWrap:     fast  vs.  real,     machined  vs.  fresh
  44. 44. There’s  no  aEen?on     without  tension
  45. 45. Thank  you Please  help  with  picture  credits  

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