The document discusses the transformation in marketing approach due to shifts in consumer behavior, expectations, and technology over the past decade. It emphasizes the need for brands to evolve from traditional methods to engage meaningfully with consumers through real-time interactions and to find compelling roles in their lives. The focus has shifted from merely selling products to creating living brands that foster ongoing engagement and connection.

2. A NEW ERA
FOR

3. TARGET AUDIENCES
POSITIONING STATEMENTS
3 YEAR PLANS
BRAND PYRAMIDS
THE 4 P’S
REASONS TO BELIEVE
CONCEPT TESTS
SINGLE MINDED
PROPOSITIONS
360 DEGREE CONNECTIONS
FOR YEARS WE’VE
BUILT BRANDS
THROUGH
‘CALCULATED’
AND ‘FIXED’
GUIDELINES

4. CREATING AN ABUNDANCE OF PRACTICES
TO REFLECT DEPTH OF UNDERSTANDING
AND DUE DILIGENCE

5. IN SEARCH OF
DIFFERENTIATION
THE WHITE SPACE NO ONE IS OCCUPYING, THE
POSITION THAT NO ONE HAS TAKEN, THE
OWNABLE TERRITORY, AND THE BIG IDEA THAT
WILL BE THE FOUNDATION OF THE BRAND

6. MORE DATA, BETTER TECHNOLOGY, UNLIMITED
INFORMATION, COUNTLESS CHANNELS, TESTS, MORE
TESTS, AND NEW TESTS, ENDLESS OPPORTUNITIES
FOR CONNECTING AND TARGETING…
ARE NOT NECESSARILY MAKING US
BETTER AT WHAT WE DO

7. WHICH IS EASIER SAID
THAN DONE
TO PLAY A REAL ROLE IN
PEOPLE’S LIVES
RESISTTHE
USUAL

8. THE PROBLEM IS THE WORLD HAS CHANGED …
WHILE MARKETING IS HOLDING TIGHT
TO WHAT THEY KNOW

9. 3 BIG SHIFTS
THAT HAVE CHANGED OUR
INDUSTRY IN THE LAST DECADE

10. 1. DEEPER
KNOWLEDGE
OF
CONSUMER
BEHAVIOR• REAL TIME ANALYTICS
• CONSTANTLY CONNECTED
• AT EVERY AGE

11. IMPLICATION:
SHIFTING FROM 360
DEGREES INTEGRATION TO
365 DAYS OF
ENGAGEMENT

12. 2. INCREASING
EXPECTATION
TO PLAY A
REAL ROLE IN
PEOPLE‘S
LIVES

13. DEFINING THE ROLE THEY CAN
PLAY IN PEOPLE’S LIVESHOW A BRAND MAKES US FEELWHAT A BRAND STANDS FOR DEFINING THE BRAND’S REAL‐LIFE VALUE

14. 3.
CONSTANTLY
EVOLVING
TECHNOLOGY
LANDSCAPE
Science is no longer a closed world, just for geeks. Digital and technological advances are
enabling us to create in new ways–leading to new creative forms and helping us see a new
appreciation of the digital as a thing of beauty.
FORBES 2/04/2014 @ 4:46PM

15. ENCOURAGING
CONTAGIOUS
CONSUMER
BEHAVIOUR

16. WITH GREATER BRAND ENGAGEMENT COMES
REAL-TIME EXPECTATIONS

17. BRANDS ARE
FINALLY
FEELING
WHAT IT IS
LIKE TO BE A
TARGET!

18. RESULTING IN AN …
URGENT BUT HEALTHY
RE-BALANCE OF BRAND
ENERGY

19. SHIFTING US FROM THE
SEARCH FOR …
WHAT
BRANDS
WANT TO
SAY
WHAT
TARGET’S
NEED TO
HEAR

20. TO A MUCH GREATER
CONNECTION BASED ON …
WHAT
ROLE
DOES
THE
BRAND
PLAY
WHAT
TRULY
INTERESTS
PEOPLE

21. WE ARE NO LONGER IN SEARCH OF THE BIG IDEA, INSTEAD WE
NEED TO FIND …
AN IDEA THAT
CAN BE BIG

22. SHIFTING FROM THE NEED FOR
PERFECTION TO
ENGAGEMENT

23. OUR JOB TODAY IS NOT JUST
TO SELL PRODUCTS BUT TO
BRING OUR CLIENTS’
BRANDS TO LIFE

24. LIVING BRANDS
PRESENT AND PARTICIPATORY IN PEOPLE’S
LIVES - NOT JUST EXISTING IN THE SOCIAL
AND DIGITAL WORLD

25. STRATEGICALLY
TARGETS
TALKING AT
INSIGHT BASED
CONCEPT TESTED
MEASURING
PEOPLE
BEHAVING AS
TRUTH CONNECTED
DATA POWERED
REAL TIME ANALYTICS

26. 360 DEGREE
A MESSAGE
INTEGRATED
DIGITAL
BIG IDEA
365 DAYS
AN EXPERINECE
CULTURALLY CONNECTED
ENGAGED
IDEA THAT CAN BE BIG

27. MANAGEMENT
CMO
SELLING
FACILITATING
MARKETING
BUSINESS STRATEGY
C-SUITE
PARTNERING
PROBLEM SOLVING
ENTREPRENEURIAL

29. WHERE TO START?

30. BRANDS ARE NO DIFFERENT
IF YOU WANT TO
ENGAGE WITH
PEOPLE…YOU NEED
TO BE INTERESTING

31. TENSION + IRRESISTIBILITY =

32. CLASSIC
IRREVRANTLY

33. TRADITIONALLY
UNTRADITIONAL

34. SERIOUSLY
HAPPY
Billboard
REPORTS THAT
IN ITS FIRST
WEEK, THE
SONG RACKED
UP THE
HIGHEST
DIGITAL SALES
TOTAL OF THE
YEAR (544,000
DOWNLOADS)

35. HARDWORKING
BOONDOGGLE

36. HOW DO WE
APPLY THIS TO
BRANDS?

37. OBSSESIVEL
Y
FUNNY
“THE PRETZEL BACON
CHEESEBURGER
BECAME THE MOST
SUCCESSFUL NEW
HAMBURGER
INTRODUCTION IN OUR
COMPANY'S 40-YEAR
HISTORY. SAME-STORE
SALES FAR
EXCEEDED OUR
EXPECTATIONS," SAID
CRAIG BAHNER,
WENDY'S CMO.

38. HARDWORKI
NG
LUXURY
“I CAN TAKE MY
CLIENTS AROUND
DURING THE WEEK
AND YET I AM
NEVER AFRAID TO
PUT MY WET DOGS
IN THERE ON THE
WEEKEND. I
WOULD NEVER DO
THAT WITH MY
MERCEDES.”
LANDROVER
OWNER, 2013

39. ENABLING GREATER
BRAND ENGAGEMENT
WITH REAL-TIME EXPECTATIONS
Over 528,000 sessions
Average 14 minutes per session
Return visit rate at over 15%
Over 230MM media impressions in Week 1
#1 best seller on Amazon

40. EVERYDAY
ASPIRATI
ON
ON THE 11TH APRIL 2006, M&S
“SMASHED EXPECTATIONS”25 BY
ANNOUNCING A FOURTH
QUARTER INCREASE IN UK
SALES OF 9.1% ON THE
YEAR. FOOD SALES WERE UP
8.4%, WHILST SALES OF
GENERAL MERCHANDISE ROSE
BY 9.1%

42. IRRESISTIBLY
A LITTLE BIT OF TENSION MAKES THINGS
ENGAGING

43. THEY ARE NO LONGER
STATIC…
BUT LIVING ENTITIES

44. WHEN BRANDS ARE ENGAGING …
WE WANT TO SPEND MORE TIME WITH THEM
WE SEEK THEM OUT
WE TALK ABOUT THEM
WE CONNECT WITH THEM

45. THE TENSITY OF
LIVING BRANDS