Old versus new
  marketing


 How to become the purple cow
  in post-advertising marketing?
At this moment, the
marketing industry is on
the edge of a big shift
You should know, because if
developing sustainable innovation,
you better leapfrog, and start
from the new practice
The
old
rule
was:


Create
safe,
ordinary

products
and
combine

them
with

mass
marke7ng





                           ...
Branding?
Messaging                     Experience
Old
branding
paradigm   
   




New
branding
paradigm

Old Marketing New Marketing


•    Promising
          •    Demonstra7ng

•    Messaging
          •    Experience

•    S...
Buying           Being
attention
       Interesting

Reach            Connect
   Message          Engage
        Repeat   ...
Ok, but what about changing
behaviour? Not selling…
                  Engage 
                                            ...
Engage                                Exemplify




Enable                              Encourage
Tested
and
approved
by
c...
Downtalking            Uptalking

                             Connect
with
a

                             larger
societa...
Brompton =                            the purple cow of bikes





The marketing is part of the design: every use is a liv...
Adver7sing
today
=
those
things
that
really
happen

REAL
VERSUS
FAKE

These
days,
brands
are
not
its
adver7sing

idea’s
,
baselines
or

logos.
It
are
simply
the

sums
of
the
great
idea’s
that
...
A
BRAND
=
A
CLUSTER
OF
CULTURAL
IDEA’S

WITH
AN
INTENTION

Personal
        Immediate
       Per4san
        Official



New
traditons
       Habits
       Spectacular
      Leadershi...
CREATIVITY
=
BLENDING
THESE
CULTURAL

COMPONENTS
AND
CREATE
SOMETHING
NEW

Products               Brand                               Company

                           Run London

               ...
6.                                                           1.
                     NOW idea:                            ...
Cut
out
and
keep


        “Old versus new marketing”
•    Promising
                      •    Demonstra7ng

•    Messagi...
Thanks for your attention!
         www.trinity-planning.be
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Old Versus New Marketing

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This presentation provides an introduction to the shift from the old marketing paradygm to the new one

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Old Versus New Marketing

  1. 1. Old versus new marketing How to become the purple cow in post-advertising marketing?
  2. 2. At this moment, the marketing industry is on the edge of a big shift
  3. 3. You should know, because if developing sustainable innovation, you better leapfrog, and start from the new practice
  4. 4. The
old
rule
was:
 Create
safe,
ordinary
 products
and
combine
 them
with
 mass
marke7ng
 The new rule is: Create truly innovative products, and build the marketing right into it The offer and the message become one again
  5. 5. Branding? Messaging Experience Old
branding
paradigm 
 




New
branding
paradigm

  6. 6. Old Marketing New Marketing
 •  Promising
 •  Demonstra7ng
 •  Messaging
 •  Experience
 •  Sta7c
campaigns
 •  Evolving
experience
 •  Passive
audience
 •  Ac7ve
par7cipants
 •  Idealis7c
Image
 •  True
collabora7ve

mission
 •  Consistent
style
 •  Diversity
of
innova7on
 •  Top‐down
 •  BoHom‐up
 •  Illusion
 •  Authen7city

  7. 7. Buying Being attention
 Interesting
 Reach Connect Message Engage Repeat Empower
  8. 8. Ok, but what about changing behaviour? Not selling… Engage  Exemplify
 “involve people and  “lead by example”  their community”  4
E’s
 To
mo7vate
for
 Change
 Enable  Encourage  “provide the right  “make the outcome  instruments”  a9rac:ve”  Peter
Tom
Jones,
Terra
Incognita,
Effec7eve
strategieën
voor
 gedragsverandering

  9. 9. Engage Exemplify Enable Encourage Tested
and
approved
by
change
evangelists…

  10. 10. Downtalking Uptalking
 Connect
with
a
 larger
societal
 tendency
 Develop
 
promise
 Connect
with
 people
who
 benefit
 spreading
 Campaign
with
a
 
 fake
narra7ve
 Design
or
 program
 a
unique
 Repeat
as
much
as
 
 performance
 possible

  11. 11. Brompton = the purple cow of bikes
 The marketing is part of the design: every use is a live demonstration in the right context, and is in sync with an increasing demand for smart mobility ideas. On top of that: it looks expensive (social status). So you don’t have to feel fallen down from the social ladder anymore when arriving by bike
  12. 12. Adver7sing
today
=
those
things
that
really
happen
 REAL
VERSUS
FAKE

  13. 13. These
days,
brands
are
not
its
adver7sing
 idea’s
,
baselines
or

logos.
It
are
simply
the
 sums
of
the
great
idea’s
that
build
that
 brand.


  14. 14. A
BRAND
=
A
CLUSTER
OF
CULTURAL
IDEA’S
 WITH
AN
INTENTION

  15. 15. Personal
 Immediate
 Per4san
 Official
 New
traditons
 Habits
 Spectacular
 Leadership
 Organiza7on
 Trust
system
 Cogni7ve
 Apprecia7on
 Faith
 Atlas
 Time
 Play
 Now
 Nostalgia
 Calendar
 Herd
ins4ncts
 Ini7a7on
 Crowds
 Clans
 Crazes
 Connec4ng
 Co‐author
 Socializing
 Coopera7ve
 Local
 Luxury
 Concierge
 Plenty
 Exclusive
 Exo7c
 Provoca4ve
 Ero7c
 Cathar7c
 Scandal
 Radical
 Control
 Personalized
 Cockpit
 Compe77on
 Grading

  16. 16. CREATIVITY
=
BLENDING
THESE
CULTURAL
 COMPONENTS
AND
CREATE
SOMETHING
NEW

  17. 17. Products Brand Company Run London MTV Nike BIZ Jordan Nike Plus Tiger Woods Nike Free Just do it Brazilian Soccer team Nike ID Nike Considered As
brands
are
clusters
of
cultural
idea’s,

 you
can
depict
them
as
molecules

  18. 18. 6. 1. NOW idea: Leadership idea: 10. Installation + Solar Guru Spectacular loan package Media, seminars, idea: Product Get an iconic Company workshops Experience client and trust harvest PR 5. 7. Atlas idea: Cockpit idea: 2. Simulation online Realtime Co-operative reporting idea: Certify consultants 4. As BPS troopers Craze-idea: Brand Did-you-know movie with thought-provoking belief 9. 3. Crowd-idea: statistics and possibilities Faith-idea: Be present on crowdy of solar Collect all knowledge and manifestations and research on renewables demonstrate solar in action 8. on one single platform Clan-idea: Blue Planet Community Advantages Member-gets-member THE
BRAND
MOLECULE
OF
ONE
OF
MY
CLIENTS
 IN
THE
SOLAR
INDUSTRY

  19. 19. Cut
out
and
keep
 “Old versus new marketing” •  Promising
 •  Demonstra7ng
 •  Messaging
 •  Experience
 •  Sta7c
campaigns
 •  Evolving
experience
 •  Passive
audience
 •  Ac7ve
par7cipants
 •  Idealis7c
Image
 •  True
collabora7ve

mission
 •  Consistent
style
 •  Diversity
of
innova7on
 •  Top‐down
 •  BoHom‐up
 •  Illusion
 •  Authen7city

  20. 20. Thanks for your attention! www.trinity-planning.be

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