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2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy 

in strategic communications
February 4, 2016
A very brief overview of
communication theory
© Thinkstock/iStock
Elaboration Likelihood Model
The most authoritative theory for communications. Developed by Richard E. Petty and John Cacioppo in the
mid-1980s, it proposes that that messages can follow two separate paths.
Model from Petty and Cacioppo, website: Floris Wolswijk, 2014
Developed by Elias St. Elmo Lewis 1898
It proposes that changed behavior is a result of
changed attitudes.
AIDA Model
Image via: greeneyefordesign.com/
Comms theory developed in age of mass media
Communication theories like these came into vogue when mass media was approaching its zenith. When it was
still possible to reach mass audiences and shape mass culture through communications.
http://inroadsjournal.ca/how-the-crtc-lost-the-internet-tv-war/
Cognitive dissonance
But, 60 years ago, cracks began to appear in these theories. The theory of cognitive dissonance was developed by
Leon Festinger in 1957. It states we change our attitudes to fit our behavior rather than the other way around.
via: thefreeman.netImage via: thefreeman.net
University of Illinois Professor: Readings in Attitude
Theory and Measurement 1967
“After more than seventy five years of attitude research,
there is little, if any, consistent evidence supporting the
hypothesis that knowledge of an individual’s attitude
toward some object will allow one to predict the way he
will behave with respect to the object. Indeed, what little
evidence there is to support any relationship between
attitude and behavior comes from studies showing that
a person tends to bring his attitudes into line with his
behavior rather than from studies demonstrating that
behavior is a function of attitude.”
Martin Fishbein
Image via razonrazonada.wordpress.com
Google: 1998
Developed an experience that rewards curiosity. Changing the way we think about learning.
searchengineland.com
Facebook: 2005
Developed an experience that rewards sharing. Changing the way we think about privacy.
Reuters
Airbnb: 2008
Developed an experience that rewards renting. Changing the way we think about property.
Behavior drives attitudes.
Digital drives behavior.
Brands are vehicles for driving behavior
While many things in marketing have changed, the fundamental role of a brand has remained the same. It’s a
mechanism for creating valuable behavior in owners and customers.
interbrand.com
Classic Branding
Designed to fuel communications
Zeus Jones Proprietary and Confidential.  All rights reserved 2016.
Image via: Thomas R. Bruce/
Modern brands are defined by what they do.
Not by what they say.
Classic Branding Modern Branding
Designed to fuel communications Designed to fuel experiences
Classic Branding Modern Branding
Guided by a purpose
Company culture
Multiple coherent ideas
Deliver an experience
Trust through transparency
Progress by iterating
Empowering
Marketing is built-in
Create communities
Build platforms for shared value
Delivering a promise
Consumer insight
Singular consistent messages
Communicate an image
Trust through authority
Strive for perfection
Controlling
Marketing as a layer
Create a transactional relationship
Winner take all mentality
Modern brands do.
Strategy is the art of finding
the unfair physical advantage
www.reelz.com
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
Lessons from Toulon
• Identify the pivot point
Lessons from Toulon
Patagonia
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the
environmental crisis.
• Identify the pivot point
• Align with basic motivations
Lessons from Toulon
Nike:
To Bring Innovation And Inspiration To Every Athlete* In The World. *If You Have A Body, You Are An Athlete.
• Identify the pivot point
• Align with basic motivations
• Allow anyone to participate
Lessons from Toulon
Google
To Organize The World’s Information And Make It Universally Accessible.
• Identify the pivot point
• Align with basic motivations
• Allow anyone to participate
• Use the environment
Lessons from Toulon
Lego
To Inspire And Develop The Builders Of Tomorrow.
imgur.com
Modern brand strategy: do
things with and for people.
Digital is how 

modern brands do.
Patagonia
Worn Wear and Common Threads part of Patagonia’s integrated program to extend the life of their clothing and
reduce the environmental impact of their brand.
Nike
Nike Pro Bra and Training Club are two of Nike’s women-specific programs that tap into the very specific needs
and preferences of achievement for women.
Google
Using Waze, Google has recently launched a ride-sharing program in Israel. A brilliant and useful demonstration
of how organized information around real-time traffic can improve life.
Lego
Lego’s Movie Maker App simplifies the process of making stop-motion videos and opens up a new avenue of
creativity for its customers.
Digital built around behavior,
not around media.
Communications planned around existing behavior
For communications, the starting point in “brand experience” is understanding a person’s existing behavior and
then attempting to fit into their life. However, this is still done primarily through interruption or fighting for attention
CONSUMER
Existing Behavior
Zeus Jones All rights reserved
Modern brands start with desired behavior
They think about what people would like to do, even when the people don’t know it themselves. They think about
ways to bring their purpose to life in useful, exciting and inspiring new ways.
CONSUMER
Existing Behavior
Desired Behavior
Commoditized
Functional advantage
Zeus Jones All rights reserved
Digital delivers desired benefits in unique ways
Modern brands enable new behaviors and create rituals based upon delivering unique experiences. They don’t
simply fit into a person’s existing day, they enhance it in proprietary ways.
CONSUMER
Existing Behavior
Desired Behavior
Unique Rituals
Commoditized
Functional advantage
Highly differentiated
Zeus Jones All rights reserved
The full Common Threads program is a comprehensive
series of digital and physical experiences, services,
partnerships and communications that give Patagonia
customers benefits that their competitors don’t.
Common Threads is an
ecosystem, not a site.
The initiative kicked off with a full page ad in the NYT
and other media urging people not to buy their
products.
Newspaper launch:
Black Friday 2011
Multiple components on eBay
The pledge with email capture, content, eBay seller signup, the store(s) and other notifications make the site feel
fairly comprehensive and fairly well branded (within the eBay template)
Multiple components on Patagonia
Content, services and deeper engagement are shared on the “used clothing” section of patagonia.com. In
addition, a tour brings repair services and sales to multiple locations around the country.
Yerdle and iFixit integrations extend the utility and
impact of this program in smart ways.
Services and
partnerships
Both digital and physical assets were strategically
coordinated to deliver a great experience to their
customers.
Assets aligned into a
strategic and 

coherent system
hitchhikers.wikia.com
Modern brands do things with
and for people.
Digital is just a part of how
brands do.
Modern strategy helps brands
build unique experiences.
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy 

in strategic communications
February 4, 2016
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy 

in strategic communications
February 4, 2016
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy 

in strategic communications
February 4, 2016
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: 

Strategy in strategic
February 4, 2016
Thank You

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Jour 3275 digital strategy

  • 1. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: Digital strategy 
 in strategic communications February 4, 2016
  • 2. A very brief overview of communication theory © Thinkstock/iStock
  • 3. Elaboration Likelihood Model The most authoritative theory for communications. Developed by Richard E. Petty and John Cacioppo in the mid-1980s, it proposes that that messages can follow two separate paths. Model from Petty and Cacioppo, website: Floris Wolswijk, 2014
  • 4. Developed by Elias St. Elmo Lewis 1898 It proposes that changed behavior is a result of changed attitudes. AIDA Model Image via: greeneyefordesign.com/
  • 5. Comms theory developed in age of mass media Communication theories like these came into vogue when mass media was approaching its zenith. When it was still possible to reach mass audiences and shape mass culture through communications. http://inroadsjournal.ca/how-the-crtc-lost-the-internet-tv-war/
  • 6. Cognitive dissonance But, 60 years ago, cracks began to appear in these theories. The theory of cognitive dissonance was developed by Leon Festinger in 1957. It states we change our attitudes to fit our behavior rather than the other way around. via: thefreeman.netImage via: thefreeman.net
  • 7. University of Illinois Professor: Readings in Attitude Theory and Measurement 1967 “After more than seventy five years of attitude research, there is little, if any, consistent evidence supporting the hypothesis that knowledge of an individual’s attitude toward some object will allow one to predict the way he will behave with respect to the object. Indeed, what little evidence there is to support any relationship between attitude and behavior comes from studies showing that a person tends to bring his attitudes into line with his behavior rather than from studies demonstrating that behavior is a function of attitude.” Martin Fishbein Image via razonrazonada.wordpress.com
  • 8. Google: 1998 Developed an experience that rewards curiosity. Changing the way we think about learning. searchengineland.com
  • 9. Facebook: 2005 Developed an experience that rewards sharing. Changing the way we think about privacy. Reuters
  • 10. Airbnb: 2008 Developed an experience that rewards renting. Changing the way we think about property.
  • 13. Brands are vehicles for driving behavior While many things in marketing have changed, the fundamental role of a brand has remained the same. It’s a mechanism for creating valuable behavior in owners and customers. interbrand.com
  • 14.
  • 15. Classic Branding Designed to fuel communications
  • 16. Zeus Jones Proprietary and Confidential.  All rights reserved 2016. Image via: Thomas R. Bruce/ Modern brands are defined by what they do. Not by what they say.
  • 17. Classic Branding Modern Branding Designed to fuel communications Designed to fuel experiences
  • 18. Classic Branding Modern Branding Guided by a purpose Company culture Multiple coherent ideas Deliver an experience Trust through transparency Progress by iterating Empowering Marketing is built-in Create communities Build platforms for shared value Delivering a promise Consumer insight Singular consistent messages Communicate an image Trust through authority Strive for perfection Controlling Marketing as a layer Create a transactional relationship Winner take all mentality
  • 20. Strategy is the art of finding the unfair physical advantage www.reelz.com
  • 21. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 22. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 23. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 24. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 25. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 26. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 27. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 28. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 29. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  • 31. • Identify the pivot point Lessons from Toulon
  • 32. Patagonia Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
  • 33. • Identify the pivot point • Align with basic motivations Lessons from Toulon
  • 34. Nike: To Bring Innovation And Inspiration To Every Athlete* In The World. *If You Have A Body, You Are An Athlete.
  • 35. • Identify the pivot point • Align with basic motivations • Allow anyone to participate Lessons from Toulon
  • 36. Google To Organize The World’s Information And Make It Universally Accessible.
  • 37. • Identify the pivot point • Align with basic motivations • Allow anyone to participate • Use the environment Lessons from Toulon
  • 38. Lego To Inspire And Develop The Builders Of Tomorrow. imgur.com
  • 39. Modern brand strategy: do things with and for people.
  • 40. Digital is how 
 modern brands do.
  • 41. Patagonia Worn Wear and Common Threads part of Patagonia’s integrated program to extend the life of their clothing and reduce the environmental impact of their brand.
  • 42. Nike Nike Pro Bra and Training Club are two of Nike’s women-specific programs that tap into the very specific needs and preferences of achievement for women.
  • 43. Google Using Waze, Google has recently launched a ride-sharing program in Israel. A brilliant and useful demonstration of how organized information around real-time traffic can improve life.
  • 44. Lego Lego’s Movie Maker App simplifies the process of making stop-motion videos and opens up a new avenue of creativity for its customers.
  • 45. Digital built around behavior, not around media.
  • 46. Communications planned around existing behavior For communications, the starting point in “brand experience” is understanding a person’s existing behavior and then attempting to fit into their life. However, this is still done primarily through interruption or fighting for attention CONSUMER Existing Behavior Zeus Jones All rights reserved
  • 47. Modern brands start with desired behavior They think about what people would like to do, even when the people don’t know it themselves. They think about ways to bring their purpose to life in useful, exciting and inspiring new ways. CONSUMER Existing Behavior Desired Behavior Commoditized Functional advantage Zeus Jones All rights reserved
  • 48. Digital delivers desired benefits in unique ways Modern brands enable new behaviors and create rituals based upon delivering unique experiences. They don’t simply fit into a person’s existing day, they enhance it in proprietary ways. CONSUMER Existing Behavior Desired Behavior Unique Rituals Commoditized Functional advantage Highly differentiated Zeus Jones All rights reserved
  • 49. The full Common Threads program is a comprehensive series of digital and physical experiences, services, partnerships and communications that give Patagonia customers benefits that their competitors don’t. Common Threads is an ecosystem, not a site.
  • 50. The initiative kicked off with a full page ad in the NYT and other media urging people not to buy their products. Newspaper launch: Black Friday 2011
  • 51. Multiple components on eBay The pledge with email capture, content, eBay seller signup, the store(s) and other notifications make the site feel fairly comprehensive and fairly well branded (within the eBay template)
  • 52. Multiple components on Patagonia Content, services and deeper engagement are shared on the “used clothing” section of patagonia.com. In addition, a tour brings repair services and sales to multiple locations around the country.
  • 53. Yerdle and iFixit integrations extend the utility and impact of this program in smart ways. Services and partnerships
  • 54. Both digital and physical assets were strategically coordinated to deliver a great experience to their customers. Assets aligned into a strategic and 
 coherent system
  • 56. Modern brands do things with and for people.
  • 57. Digital is just a part of how brands do.
  • 58. Modern strategy helps brands build unique experiences.
  • 59. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: Digital strategy 
 in strategic communications February 4, 2016
  • 60. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: Digital strategy 
 in strategic communications February 4, 2016
  • 61. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: Digital strategy 
 in strategic communications February 4, 2016
  • 62. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: 
 Strategy in strategic February 4, 2016