And ultimately.. Peace. When you have a fridge, a plasma screen, a car, .. You’re not interested in placing bombs, shooting people, ….
Ever since marketers acknowledged that there’s too much advertising, and too many media channels, they’ve been looking for alternative ways to get consumers to buy into their brand and buy their products. Most of the solutions being explored try to re-engage and interact with consumers in an old-style, ‘top-down’ approach, whereby Above-The-Line (ATL) mainstream media activities focusing on the brand are driving the communication.
The 21st century, ‘bottom-up’ word-of-mouth marketing approach focuses on personal experience of the brand and is driven by consumers.
Build a Better Bank
<ul><li>Consider </li></ul><ul><li>a bank </li></ul><ul><li>your bank </li></ul><ul><li>well… any bank </li></ul>
<ul><li>With the power to transform people’s lives, banks are perhaps the most powerful institutions in society… </li></ul>
<ul><li>Rising prosperity leads to improvements in health and education, an increase in the empowerment of women, a gradual eradication of poverty, … </li></ul>
<ul><li>In our new moral society, the logical next step for a bank is to accept it’s social responsibility </li></ul>
<ul><li>But why would a bank truly </li></ul><ul><li>embrace or even simply accept </li></ul><ul><li>any social responsibility ? </li></ul>
We’re in an unprecedent situation… <ul><li>« We have now entered the period of unprecedented convergence of four planetary problems – climate change, financial instability, high unemployment and the financial consequences of an aging society » </li></ul><ul><li>« It is most likely that the ensuing crisis will now play out in a classic pattern of two or three steps backwards for every step forward . Every small step forward (i.e. any temporary improvement) will predictably be hailed as the “end of the crisis.” It is quite understandable why governments, banks and regulators will make such statements simply because saying otherwise would only make the situation worse. » </li></ul><ul><li>Prof Bernard Lietaer . </li></ul><ul><li>Center for Sustainable Resources, University of California at Berkeley </li></ul><ul><li>Dr. Robert Ulanowicz </li></ul><ul><li>University of Maryland Center for Environmental Science Chesapeake Biological Laboratory </li></ul><ul><li>Dr. Sally Goerner </li></ul><ul><li>Integral Science Institute . Chapel Hill, NC , </li></ul>
Blind Faith Collectivism Command Reasoned Faith Elective Collectivism Contract People are saying: “I can no longer rely on a single source of information. The omniscient, all-powerfull source – whether a news anchor, doctor, CEO or government official – is gone. Edelman Trust Barometer, 2009 Where institutional trust is eroding …
of consumers don’t believe that companies tell the truth in advertisements 62% Yankelowich Source of the study : courtesy of futurelab Advertising is no longer effective
« … Future lies in the hands of interpersonnal medias, like blogs, forums, wiki, rss, feeds,.. Today, 85% of the content of the web is written by individuals. Brands will never have the power to control this… » * Source : Le journal du net people are now in control
A person like yourself or a peer Edelman Trust Barometer 2006 When forming an opinion of a company, how credible would the information be from … people Trust people 16 PR person 17 Entertainer 19 Union 29 CEO 33 Regular employee 36 Lawyer 53 Accountant 58 NGO Rep 58 Financial Analyst 61 Person like yourself/peer 62 Doctor or similar 62 Academic %
66% of consumers trust another consumer or a Peer Edelman Trust Barometer 2009
<ul><li>2. The project </li></ul><ul><li>Where do we go from here ? </li></ul>
“ Didactic” Bank’s past strategy used to be…… Brand Values Personal experience Creates and drives Supports & reinforces Distribution & promotion Main media Secondary media Below the line
“ Authentic” Now Bank’s strategy need to be…… Brand Values Personal experience Supports & reinforces Extends & expands Creates & drives Essential truths Continuing dialogue On the ground reality
[email_address] Alain Hemelinckx Mob +32 475 95.28.14 Tel +32 2 372.14.43 Suite de la présentation sur demande…