Tension
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Tension

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

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

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Tension Tension Presentation Transcript

  • 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  contrast. Herman  Melville Truly  to  enjoy  bodily  warmth     some  small  part  of  you  must  be  cold.
  • 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