Brand Devolution - by Jason Xenopoulos

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Brand Devolution - by Jason Xenopoulos

  1. 1. BRAND DEVOLUTION / JASON XENOPOULOS
  2. 2. Reference: Social Branding2 NET PROPHET - BRAND DEVOLUTION
  3. 3. BRANDS BANDS & FANS INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%3 NET PROPHET - BRAND DEVOLUTION
  4. 4. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% ALMOST 10 MILLION FOLLOWERS ON TWITTER4 NET PROPHET - BRAND DEVOLUTION
  5. 5. A BRAND IS NOT WHAT INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% YOU SAY IT IS5 NET PROPHET - BRAND DEVOLUTION
  6. 6. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% IT’S WHAT THEY SAY IT IS Marty Neuimeier -The Brand Gap6 NET PROPHET - BRAND DEVOLUTION
  7. 7. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%7 NET PROPHET - BRAND DEVOLUTION
  8. 8. THE SUMMIT Reference: Consumer Participation INSERT VIDEO HERE8 NET PROPHET - BRAND DEVOLUTION
  9. 9. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% THE BIRTH OF A CULT9 NET PROPHET - BRAND DEVOLUTION
  10. 10. INSERT IMAGE IN BACKGROUND DEVOLVE OR DIE MAKE SURE IT FILLS THE SCREEN 100%10 NET PROPHET - BRAND DEVOLUTION
  11. 11. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% PIONEERS OF CONSUMER INVOLVEMENT11 NET PROPHET - BRAND DEVOLUTION
  12. 12. THE LEGO HISTORY 1932 1949 1998 2003 2004 2008 Wooden Coloured Launches Sales Drop by Lego Starts Sales up by Blocks Plastic Mindstorm 26% Listening 35% Blocks Starts Losing Biggest loss Profitability Money in History all time high Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield12 NET PROPHET - BRAND DEVOLUTION
  13. 13. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% LISTENOMICS * Bob Garfield – Chaos Scenario13 NET PROPHET - BRAND DEVOLUTION
  14. 14. LISTENOMICS INSERT IMAGE IN The art and science of cultivating BACKGROUND relationships with individuals in a SURE IT FILLS THIS MAKE connected, increasingly open- SPACE 100% source environment.14 NET PROPHET - BRAND DEVOLUTION
  15. 15. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%15 NET PROPHET - BRAND DEVOLUTION
  16. 16. PROCTER & GAMBLE INSERT IMAGE IN We were the biggest shouter in the 20th Century. BACKGROUND MAKE SURE IT FILLS THIS In the 21st Century we want to SPACE 100% be the best listener.16 NET PROPHET - BRAND DEVOLUTION
  17. 17. INSERT IMAGE IN BACKGROUND THE HERD WILL MAKE SURE IT FILLS THE SCREEN 100% BE HEARD17 NET PROPHET - BRAND DEVOLUTION
  18. 18. LISTENING ISIN BACKGROUND INSERT IMAGE NOT PASSIVE. IT’S ACTIVE MAKE SURE IT FILLS THE SCREEN 100%18 NET PROPHET - BRAND DEVOLUTION
  19. 19. WHEN LISTENING BECOMES ACTIVE COMMAND & CONTROL COLLABORATION CLOSED OPEN19 NET PROPHET - BRAND DEVOLUTION
  20. 20. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%20 NET PROPHET - BRAND DEVOLUTION
  21. 21. THE MOVE TOWARDS OPEN BRANDS CLOSED BRAND OPEN BRAND WORLDVIEW WORLDVIEW MONOLOGUE DIALOGUE AWARENESS ENGAGEMENT SCRIPTED COMMUNICATION TRANSPARENT COMMUNICATION BRAND CUSTODIANSHIP BRAND STEWARDSHIP CREATED BY MARKETERS CO-CREATED WITH CONSUMERS21 NET PROPHET - BRAND DEVOLUTION
  22. 22. SECTION 3 DEVOLUTION22 NET PROPHET - BRAND DEVOLUTION
  23. 23. DEVOLUTION »  Devolution is a methodology designed to help marketers adapt to the changing needs of their increasingly empowered consumers.23 NET PROPHET - BRAND DEVOLUTION
  24. 24. A DEFINITION24 NET PROPHET - BRAND DEVOLUTION
  25. 25. DEVOLUTION »  In order to remain relevant, companies must find ways to devolve… to collaborate with consumers in building their brands25 NET PROPHET - BRAND DEVOLUTION
  26. 26. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% ALLOW CONSUMERS TO HOLD & MOLD YOUR BRAND26 NET PROPHET - BRAND DEVOLUTION
  27. 27. USER-GENERATED BRAND MESSAGING 23% User-generated 77% Marketer-owned 77% of YouTube, Twitter and Facebook listings that appeared on Google for brand searches were controlled by a party other than the marketer. Research Report from 360i27 NET PROPHET - BRAND DEVOLUTION
  28. 28. THE IMAGE IN BACKGROUND INSERT PROSUMERS MAKE SURE IT FILLS THE SCREEN 100%28 NET PROPHET - BRAND DEVOLUTION
  29. 29. NOKIA NOISETTES Reference: consumer co- creation INSERT VIDEO HERE29 NET PROPHET - BRAND DEVOLUTION
  30. 30. JIM STENGEL PROCTER & GAMBLE INSERT IMAGE IN What we really need is a mindset shift from “telling and selling” to BACKGROUND building relationships. MAKE SURE IT FILLS THIS SPACE 100%30 NET PROPHET - BRAND DEVOLUTION
  31. 31. THE EVOLUTION OF MARKETING PRODUCT ADVERTISING BRAND ADVERTISING SOCIAL BRANDING PRODUCT-CENTRIC BRAND-CENTRIC CONSUMER-CENTRIC 1900 1925 1950 2005 FEATURES BENEFITS EXPERIENCE IDENTIFICATION “WHAT IT HAS” “WHAT IT DOES” “WHAT YOU’LL FEEL” “WHO YOU ARE”31 NET PROPHET - BRAND DEVOLUTION
  32. 32. EOS PHOTOCHAINS Reference: Social Branding INSERT VIDEO HERE32 NET PROPHET - BRAND DEVOLUTION
  33. 33. INSERT IMAGE IN BACKGROUNDEVOLUTION NOT MAKE SURE IT FILLS THE SCREEN 100%REVOLUTION33 NET PROPHET - BRAND DEVOLUTION
  34. 34. DEVOLUTION »  Devolution is a step-by-step approach to shifting from a brand- out to a consumer-in way of thinking34 NET PROPHET - BRAND DEVOLUTION
  35. 35. THE DEVOLUTION METHODOLOGY INSIDE OUT35 NET PROPHET - BRAND DEVOLUTION
  36. 36. THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN36 NET PROPHET - BRAND DEVOLUTION
  37. 37. THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN INSIGHT37 NET PROPHET - BRAND DEVOLUTION
  38. 38. THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN STRATEGY INSIGHT38 NET PROPHET - BRAND DEVOLUTION
  39. 39. THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN CONCEPT STRATEGY INSIGHT39 NET PROPHET - BRAND DEVOLUTION
  40. 40. THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN CONCEPT STRATEGY INSIGHT CONTEXT40 NET PROPHET - BRAND DEVOLUTION
  41. 41. THE DEVOLUTION METHODOLOGY INSIDE OUT OUTSIDE IN CONCEPT STRATEGY INSIGHT CONTEXT COLLABORATION41 NET PROPHET - BRAND DEVOLUTION
  42. 42. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND42 NET PROPHET - BRAND DEVOLUTION
  43. 43. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND INSIDE OUT HOW DO YOU VIEW YOUR BRAND?43 NET PROPHET - BRAND DEVOLUTION
  44. 44. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND INSIDE OUT OUTSIDE IN HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW BRAND? YOUR BRAND?44 NET PROPHET - BRAND DEVOLUTION
  45. 45. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND INSIDE OUT OUTSIDE IN HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW BRAND? YOUR BRAND? INSIGHT DEFINE THE GAP BETWEEN INTENTION & REALITY45 NET PROPHET - BRAND DEVOLUTION
  46. 46. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND INSIDE OUT OUTSIDE IN HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW BRAND? YOUR BRAND? INSIGHT STRATEGY DEFINE THE GAP BETWEEN DEVELOP A “DEVOLVED” INTENTION & REALITY STRATEGY TO BRIDGE THE GAP46 NET PROPHET - BRAND DEVOLUTION
  47. 47. THE CONSUMER AT THE INSERT IMAGE IN BACKGROUND CENTER OF YOUR BRAND MAKE SURE IT FILLS THE SCREEN 100%47 NET PROPHET - BRAND DEVOLUTION
  48. 48. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%48 NET PROPHET - BRAND DEVOLUTION
  49. 49. 49 NET PROPHET - BRAND DEVOLUTION
  50. 50. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% DEVOLVE50 NET PROPHET - BRAND DEVOLUTION
  51. 51. THANK YOU

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