Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Diluted, but is thought leadership dead, dying or dynamic?

2,563 views

Published on

A summary of findings of the Though Leadership Disrupted study by the Economist Intelligence Unit, in association with Hill+Knowlton Strategies

Published in: Business
  • Be the first to comment

Diluted, but is thought leadership dead, dying or dynamic?

  1. 1. THOUGHT LEADERSHIP DISRUPTED ‘Diluted, but is thought leadership dead, dying or dynamic?’ Hill+Knowlton Strategies
  2. 2. 2 Thought leadership diluted
  3. 3. 3 The landscape Knowledge businesses Big picture positioning Disrupters
  4. 4. 4 Thought leadership today Knowledge businesses • Strategic and tactical • Brand and sales return • Rooted in core service proposition • Immediacy vs dilution Examples: McKinsey | E&Y | IT industry | Professional Services
  5. 5. 5 Thought leadership today Big picture positioning • Ingredient in a bigger campaign • Strategic purpose • Linked to societal challenge • Brand return • Rooted in core service Examples: Shell Energy Scenarios | IBM Smarter Planet | GE Ecomagination
  6. 6. 6 Thought leadership today Disrupters • Actions louder than words • We learn in their slipstream • Will they change as they mature? Examples: Uber | Tesla | Airbnb | Amazon
  7. 7. 7 Thought leadership today • Strategic and tactical • Brand and sales return • Rooted in core service proposition • Immediacy vs dilution Examples: McKinsey | E&Y | IT industry • Ingredient in a bigger campaign • Strategic purpose • Linked to societal challenge • Brand return • Rooted in core service Examples: Shell Energy Scenarios | IBM Smarter Planet | IO • Action over words • Learn from their slipstream • Will they change as they mature? Examples: Uber | AirBnB | Amazon Knowledge businesses Big picture positioning Disrupters
  8. 8. 8 The opportunity Increased Desire Flexible Strategy High Rewards 63% of executives have increased their levels of thought leadership consumption in the last 12 months Having consumed engaging thought leadership, 76 % of executives are influenced in their purchasing decisions; 67% would advocate for that organisation externally; and 83% would consider the organisation as a business partner Thought leadership is used for a range of goals including: brand differentiation (47%); recognition of company or individuals (42%); right through to paving the way for a change of direction or new market entry (20%)
  9. 9. 9 The new rule book Raising the bar on content Management Discipline Presentation, Delivery and Distribution Marketers need to rebalance and professionalise their approach
  10. 10. 10 The new rule book Credible Relevant Innovative Transformative Impactful Compelling Accessible Raising the bar on content Why are we doing this? Find the critical concept Credible Impactful Transformative Compelling Accessible Lasting Relevant Innovative CRITICAL
  11. 11. 11 The new rule book The Management Imperative 1. Set the strategic context 2. Process for developing thought leadership concepts 3. Protocol for internal alignment and collaboration 4. Planning and delivery system to include an editorial board 5. Clear policy on employee amplification 6. Method of evaluating ROI, sentiment and tactical effectiveness Management Discipline
  12. 12. 12 The new rule book 7 Trends to watch in executive thought leadership 1. ‘Globalisation’ debate 2. Cause fatigue 3. Big data 4. Return of long form content 5. Visual storytelling 6. Virtual reality 7. New platforms Presentation, Delivery and Distribution
  13. 13. 13 The new rule book Raising the bar on content Management discipline Presentation, delivery and distribution Marketers need to rebalance and professionalise their approach
  14. 14. 14 Let’s continue the conversation…

×