Men	
  more	
  frequently	
  require	
  	
  
to	
  be	
  reminded	
  than	
  informed	
Samuel	
  Johnson
We	
  all	
  know	
  the	
  trends
Health	
  &	
  wellness
Social	
  responsibility/	
  
Sustainability
Authen?city
Mobile
The	
  ME	
  genera?on
All	
  of	
  those	
  are	
  the	
  usual	
  suspects
Now	
  let’s	
  look	
  at	
  trends	
  	
  
a	
  liEle	
  differently
Modern	
  marke?ng
First,	
  hun?ng	
  for	
  customers	
anksy,	
  Trolley	
  hunters	
  
  	
  Then,	
  a	
  war	
  over	
  ,me
Then,	
  a	
  war	
  over	
  aEen?on
But	
  aEen?on	
  is	
  not	
  enough
You	
  need	
  TENSION
There’s	
  no	
  aEen?on	
  	
  
without	
  tension
Jesse	
  Desjardins,	
  100+	
  beau?ful	
  slides	
  from	
  Cannes	
  Lions	
  ‘13	
  
Jesse	
  Desjardins,	
  100+	
  beau?ful	
  slides	
  from	
  Cannes	
  Lions	
  ‘13	
  
For	
  there	
  is	
  no	
  quality	
  in	
  this	
  world	
  	
  
that	
  is	
  not	
  what	
  it	
  is	
  merely	
  by	
...
Where	
  do	
  we	
  	
  
find	
  tension?
Everywhere,	
  really
3	
  typical	
  ways	
  
1.	
  Tension	
  between	
  	
  
consumers’	
  own	
  	
  
contras?ng	
  needs
Health	
  vs.	
  enjoyment
The	
  product	
  vs.	
  	
  
how	
  it’s	
  produced
 Expec?ng	
  corpora?ons	
  to	
  behave	
  
responsibly	
  vs.	
  behaving	
  responsibly	
  	
  
as	
  a	
  consumer
2.	
  Cultural	
  tensions
Work	
  vs.	
  life
Capitalism	
  vs.	
  equality
Business	
  	
  
vs.	
  society
Sharing	
  vs.	
  privacy
3.	
  Tension	
  within	
  a	
  company	
  or	
  
between	
  a	
  company	
  and	
  its	
  ecosystem
Marke?ng	
  vs.	
  other	
  func?ons
A	
  company	
  vs.	
  its	
  channels
How	
  do	
  you	
  solve	
  the	
  tension?
Tension	
Choice	
Low	
High	
And	
Or
Tension	
Choice	
Low	
High	
And	
Or	
Focus	
 Alchemy	
High	
  	
  
risk	
Low	
  
risk
Tension	
Choice	
Low	
High	
And	
Or	
Focus	
 Alchemy	
High	
  	
  
risk	
Low	
  
risk
Tension	
Choice	
Low	
High	
And	
Or	
Focus	
 Alchemy	
High	
  	
  
risk	
Low	
  
risk
Tension	
Choice	
Low	
High	
And	
Or	
Focus	
 Alchemy	
High	
  	
  
risk	
Low	
  
risk
More	
  and	
  more,	
  global	
  brands	
  
	
  need	
  to	
  prac?ce	
  alchemy
Tension	
Choice	
Low	
High	
And	
Or	
Focus	
 Alchemy	
High	
  	
  
risk	
Low	
  
risk
McWrap:	
  	
  
fast	
  vs.	
  real,	
  	
  
machined	
  vs.	
  fresh
There’s	
  no	
  aEen?on	
  	
  
without	
  tension
Thank	
  you	
Please	
  help	
  with	
  picture	
  credits	
  
Tension
Tension
Tension
Tension
Tension
Tension
Tension
Tension
Tension
Tension
Tension
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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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