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Marketing
Innovation
for brands in the digital age
Shanghai, May 16, 2014
SOME BIG SHIFTS
PRODUCT CENTRIC
FROM: TO:
PAID, OWNED, EARNED
INTERRUPTION
BRANDS WITH PURPOSE
DYNAMIC CONTENT
MADE MEDIA
#STRATEGY INNOVATION
NEW WORLD
BIG IDEASL
AN IDEAL IS A BELIEF
SYSTEM THAT DRIVES
EVERYTHING THAT A BRAND
DOES.
WHERE EMPLOYEES, CUSTOMERS AND
SUPPLIERS ALL BECOME
...
BRAND’S
BEST SELF
CULTURAL
TENSION
The
Big ideaL
CULTURAL
TENSION
BRAND’S
BEST SELF
CULTURAL
TENSION
There’s enough bad
news to give people
a negative outlook
on life if they let
it get to them.
BRAND’S
BES...
“DOVE BELIEVES THE WORLD
WOULD BE A BETTER PLACE
IF WOMEN WERE ALLOWED TO
FEEL GOOD ABOUT
THEMSELVES.”
Dove
PURPOSE DRIVEN BRANDS ADD EQUITY
#CONTENT INNOVATION
+CONTENT
-PAID MEDIA
= +ROI
MOMO WU –
SNACK PROMOTER
CHEN XIAO–
DRINKS PROMOTER
KE ZHEN DONG –
BURGER PROMOTER
ZHANG LIANG –
RICE PROMOTER
MAGNETIC
#MADE MEDIA
innovative product experiences
TO:
BRANDS WITH A PURPOSE
DYNAMIC CONTENT
MADE MEDIA
BIG SHIFTS =
BIG OPPORTUNITIES
FROM:
FROM BRANDS THAT SELL
INTERRUPTI...
thankschris.reitermann@ogilvy.com
weibo: chris韦棠梦
wechat: kwokamba
Marketing Innovation for Brands in the Digital Age-Chris Reitermann,
Marketing Innovation for Brands in the Digital Age-Chris Reitermann,
Marketing Innovation for Brands in the Digital Age-Chris Reitermann,
Marketing Innovation for Brands in the Digital Age-Chris Reitermann,
Marketing Innovation for Brands in the Digital Age-Chris Reitermann,
Marketing Innovation for Brands in the Digital Age-Chris Reitermann,
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Marketing Innovation for Brands in the Digital Age-Chris Reitermann,

Food & Beverage Innovation Forum 2014 @ Simba

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Marketing Innovation for Brands in the Digital Age-Chris Reitermann,

  1. 1. Marketing Innovation for brands in the digital age Shanghai, May 16, 2014
  2. 2. SOME BIG SHIFTS PRODUCT CENTRIC FROM: TO: PAID, OWNED, EARNED INTERRUPTION BRANDS WITH PURPOSE DYNAMIC CONTENT MADE MEDIA
  3. 3. #STRATEGY INNOVATION
  4. 4. NEW WORLD BIG IDEASL
  5. 5. AN IDEAL IS A BELIEF SYSTEM THAT DRIVES EVERYTHING THAT A BRAND DOES. WHERE EMPLOYEES, CUSTOMERS AND SUPPLIERS ALL BECOME BRAND EVANGELISTS. IF WE ARE ABLE TO BUILD BIG IDEAS AROUND A BIG IDEAL, THE BRAND BECOMES AN UNSTOPPABLE FORCE.
  6. 6. BRAND’S BEST SELF CULTURAL TENSION
  7. 7. The Big ideaL CULTURAL TENSION BRAND’S BEST SELF
  8. 8. CULTURAL TENSION There’s enough bad news to give people a negative outlook on life if they let it get to them. BRAND’S BEST SELF Coca-Cola is great because it can enhance the mood of the world. The Big ideaL ‘Coca-Coca believes the world would be a better place if we saw the glass as half-full, not half-empty’
  9. 9. “DOVE BELIEVES THE WORLD WOULD BE A BETTER PLACE IF WOMEN WERE ALLOWED TO FEEL GOOD ABOUT THEMSELVES.”
  10. 10. Dove
  11. 11. PURPOSE DRIVEN BRANDS ADD EQUITY
  12. 12. #CONTENT INNOVATION
  13. 13. +CONTENT -PAID MEDIA = +ROI
  14. 14. MOMO WU – SNACK PROMOTER CHEN XIAO– DRINKS PROMOTER KE ZHEN DONG – BURGER PROMOTER ZHANG LIANG – RICE PROMOTER MAGNETIC
  15. 15. #MADE MEDIA innovative product experiences
  16. 16. TO: BRANDS WITH A PURPOSE DYNAMIC CONTENT MADE MEDIA BIG SHIFTS = BIG OPPORTUNITIES FROM: FROM BRANDS THAT SELL INTERRUPTION PAID, OWNED, EARNED
  17. 17. thankschris.reitermann@ogilvy.com weibo: chris韦棠梦 wechat: kwokamba

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