THE MOST ADAPTIVE TO CHANGE




                              WORLD
THE NEXT SLIDES

WHO THE HELL IS FITZROY ???

BRAND EXPERIENCES: WHAT THE F***

THE WORLD IS CHANGING MAN

ADAPT TO EXPERI...
WHO THE HELL IS FITZROY.NL
WHO WE ARE



FITZROY IS A BOUTIQUE

FULL SERVICE AGENCY

WITH 15 ON & OFFLINE SPECIALISTS

3 STRATEGY + 9 CREATIVES + 3 A...
WHAT WE BELIEVE

IT IS NOT THE STRONGEST

OF THE BRANDS THAT SURVIVES

NOR THE MOST INTELLIGENT BUT

THE ONE MOST ADAPTIVE...
WHO WE WORK FOR




 6
CROSS IS WHAT WE DO
BRAND EXPERIENCES: WHAT THE F***
EXPERIENCE MARKETING

ATTEMPS TO CONNECT CONSUMERS

WITH BRANDS IN PERSONALLY

RELEVANT AND MEMORABLE WAYS
Result of 200 d...
EXPERIENCES FROM THE PAST
EXPERIENCES NOWADAYS




                       BACARDI VISITA BY FITZROY
EXPERIENCES BY DEWMOCRACY


                    PEPSI CROWDSOURCING LINE EXTENSIONS
                   TO CONSUMERS AND IS...
EXPERIENCES BY FOURSQUARE


                        BUILDING CITY MAPS WITH YOUR
                        FRIENDS WHILE PLA...
EXPERIENCES BY 1% CLUB


                    COLLECTIVELY SOLVING THE POVERTY ISSUE
                                  BY S...
EXPERIENCES BY LAYAR


                              BLENDING THE REAL WORLD WITH
                                        ...
EXPERIENCES BY VICTORS & SPOILS


                   THE WORLD’S 1ST CROWDSOURCING AD AGENCY
                        SOLVI...
THE WORLD IS CHANGING
THE MARKETEER IS NO LONGER IN CONTROL

      “Give up control and give it away, ...
         The more you give your idea
 ...
A NEW WORLD – REARRANGING MEDIA

THERE USED TO BE LIMITED (MASS) MEDIA CHANNELS

PEOPLE ARE NOW BECOMING THE MEDIA

AND UN...
FROM SOCIAL RELATIONS



                    SOCIAL RELATIONS

                                  SOCIAL FUNCTIONALITY

   ...
TO SOCIAL COMMERCE



           SOCIAL RELATIONS

                         SOCIAL FUNCTIONALITY

                        ...
A NEW WORLD – SOCIAL COMMERCE

ONLINE GROUPS SUPPLANT BRANDS

WORK WITH PEERS TO DEFINE THE NEXTGEN OF PRODUCTS

LEAN ON G...
ADAPT TO EXPERIENCE




SOURCE: FLICKR.COM
THE RISE OF OUR ONLINE EXISTENCE

WE ARE SPENDING MORE TIME ONLINE

A LOT OF IT SPEND ON SOCIAL NETWORKS

FACEBOOK DIRECTS...
EMPOWERED CONSUMERS

BEING A MEDIUM WITH RAPID GROWTH POTENTIAL

WE ARE BECOMING AWARE OF OUR POWERS

DEMANDING BETTER SER...
TO BE PART OF THE EXPERIENCE

EXPECTING TO BE HEARD, ALWAYS

FORCING CHANGE UPON THOSE THAT TREAT US UNFAIR

AND REWARDING...
SHAPE RELEVANT EXPERIENCES

WE WANT YOU TO LISTEN TO OUR DESIRES AND DEMANDS

FOR BRANDS TO USE OUR IDEAS AND THOUGHTS

WE...
ADAPT THE CHANGE



 ‘“Fill your halls with all the geniuses,
    savants and visionaries you can
      find: The pool of t...
FITZROY’S BRAND ADAPTIVE MODEL (BAM)
BRAND ADAPTIVE MODEL

                                                             ADAPTIVE FOR NEW PRODUCT IDEAS

       ...
BRAND ADAPTIVE MODEL (CASES BY FITZROY)

                                      ADAPTIVE FOR NEW PRODUCT IDEAS

           ...
1. HIRED EXPERTS




HIRE OR APPROACH EXPERTS FOR HELP
EITHER PRO’S, FANS OR BOTH
A CLUB OF EXPERTS IS USUALLY ASKED BECAU...
1. HIRED EXPERTS – FITZROY’S VISITA




BACARDI TEAMS UP WITH YOUNG INFLUENCERS TO ORGANISE VISITA
A GROUP OF YOUNG TALENT...
1. HIRED EXPERTS – FITZROY’S VISITA
2. CUSTOMIZATION




ALLOWING YOUR CUSTOMER TO PERSONALIZE HIS OR HER PRODUCT
BRAND SUPPLIES THE PRODUCT, YOU CREATE THE S...
2. CUSTOMIZATION – FITZROY’S HEINEKEN




HEINEKEN INVITES USERS TO DESIGN THEIR OWN
HEINEKEN BOTTLES ON JOUWHEINEKEN.NL
O...
2. CUSTOMIZATION – FITZROY’S HEINEKEN




 37
3. IDEATION & COMMUNITY




INDIVIDUALS WITH SIMILAR INTERESTS COME TOGETHER AND CREATE
LARGE COMMUNITY OF PEOPLE WITH COM...
3. IDEATION – FITZROY’S BLACKBOARD




ONLINE ENVIRONMENT WHERE ABN ASKS PEOPLE TO SHARE IDEAS
USERS WERE ASKED TO DISCUSS...
3. IDEATION – FITZROY’S HAPPINESS
 •  EDUCATIONAL PUBLISHER MALMBERG
    HOSTS A BLOG WHERE IDEAS ON E-
    LEARNING ARE G...
4. CROWDSOURCING



TWO KNOW MORE THAN ONE
USING ONLINE PLATFORMS TO GENERATE
IDEAS, RATINGS AND OPINIONS

PLATFORMS FOR G...
4. CROWDSOURCING – FITZROY’S HYUNDAI




HYUNDAI IS OFFICIAL SPONSOR OF WORLD CHAMP SOCCER
THEY PROVIDE THE SLOGAN ON THE ...
5. COLLABORATION




2 (OR MORE) PARTIES TEAM UP TO SHARE IDEAS AND INVESTMENTS
USING EACH OTHERS SPECIFIC SKILL
CREATING ...
COLLABORATION – FITZROY’S BACARDI & DSL




  BACARDI AND DIESEL OPEN A POP-UP STORE IN AMSTERDAM
  DESIGNED TO POSITION T...
SO…..
FITZROY’S 5 BASIC RULES FOR SUCCESS

                 BE HONEST AND TRULY OPEN IN YOUR APPROACH.
 BE OPEN         SHOW PAR...
ADAPT THIS ZEITGEIST
… OR DIE
FOR MORE INFORMATION




CONTACT JUR BAART

JUR@FITZROY.NL
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Brand Adaptive Model By Fitzroy

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It is not the strongest of the brands nor the most intelligent that survives. It is the one that is the most adaptable to the changing ideas by your customers, your employees or companies that would like to work with you

Published in: Design

Brand Adaptive Model By Fitzroy

  1. 1. THE MOST ADAPTIVE TO CHANGE WORLD
  2. 2. THE NEXT SLIDES WHO THE HELL IS FITZROY ??? BRAND EXPERIENCES: WHAT THE F*** THE WORLD IS CHANGING MAN ADAPT TO EXPERIENCE. NOW SO ?
  3. 3. WHO THE HELL IS FITZROY.NL
  4. 4. WHO WE ARE FITZROY IS A BOUTIQUE FULL SERVICE AGENCY WITH 15 ON & OFFLINE SPECIALISTS 3 STRATEGY + 9 CREATIVES + 3 ACCOUNT
  5. 5. WHAT WE BELIEVE IT IS NOT THE STRONGEST OF THE BRANDS THAT SURVIVES NOR THE MOST INTELLIGENT BUT THE ONE MOST ADAPTIVE TO CHANGE FITZROY WAS THE CAPTAIN OF THE BEAGLE
  6. 6. WHO WE WORK FOR 6
  7. 7. CROSS IS WHAT WE DO
  8. 8. BRAND EXPERIENCES: WHAT THE F***
  9. 9. EXPERIENCE MARKETING ATTEMPS TO CONNECT CONSUMERS WITH BRANDS IN PERSONALLY RELEVANT AND MEMORABLE WAYS Result of 200 definitions from marketers at the International Experiential Marketing Association
  10. 10. EXPERIENCES FROM THE PAST
  11. 11. EXPERIENCES NOWADAYS BACARDI VISITA BY FITZROY
  12. 12. EXPERIENCES BY DEWMOCRACY PEPSI CROWDSOURCING LINE EXTENSIONS TO CONSUMERS AND IS NOW GIVING THEM A SHOT AT MARKETING TOO
  13. 13. EXPERIENCES BY FOURSQUARE BUILDING CITY MAPS WITH YOUR FRIENDS WHILE PLAYING A GAME ON YOUR PHONE
  14. 14. EXPERIENCES BY 1% CLUB COLLECTIVELY SOLVING THE POVERTY ISSUE BY SPENDING 1% OF YOUR MONEY, TIME OR RESOURCES
  15. 15. EXPERIENCES BY LAYAR BLENDING THE REAL WORLD WITH AUGMENTED REALITY TO BE CONTINUOUSLY ENRICHED BY USERS INPUT
  16. 16. EXPERIENCES BY VICTORS & SPOILS THE WORLD’S 1ST CROWDSOURCING AD AGENCY SOLVING MARKETING ISSUES FOR CLIENTS WITH THE HELP OF A CREATIVE NETWORK
  17. 17. THE WORLD IS CHANGING
  18. 18. THE MARKETEER IS NO LONGER IN CONTROL “Give up control and give it away, ... The more you give your idea away, the more your company is going to be worth.” SETH GODIN
  19. 19. A NEW WORLD – REARRANGING MEDIA THERE USED TO BE LIMITED (MASS) MEDIA CHANNELS PEOPLE ARE NOW BECOMING THE MEDIA AND UNWANTED PARTIES ARE EASY TO NEGLECT OR IGNORE FROM AN INTERRUPTION MODEL TO ENGAGEMENT MARKETING WHERE RELEVANCE AND RELATIONS ARE KEY
  20. 20. FROM SOCIAL RELATIONS SOCIAL RELATIONS SOCIAL FUNCTIONALITY SOCIAL COLONIZATION SOCIAL CONTEXT SOCIAL COMMERCE 2006 2007 2008 2009 2010 2011 2012 2013 2014 SOURCE: FORRESTER.COM
  21. 21. TO SOCIAL COMMERCE SOCIAL RELATIONS SOCIAL FUNCTIONALITY SOCIAL COLONIZATION SOCIAL CONTEXT SOCIAL COMMERCE 2006 2007 2008 2009 2010 2011 2012 2013 2014
  22. 22. A NEW WORLD – SOCIAL COMMERCE ONLINE GROUPS SUPPLANT BRANDS WORK WITH PEERS TO DEFINE THE NEXTGEN OF PRODUCTS LEAN ON GROUPS TO DEFINE PRODUCTS OFFER FEATURES TO HELP WITH PRODUCT DESIGN & VENDOR MNGT A NEW PR AGENCY EMERGES THAT REPRESENTS ONLINE GROUPS – NOT BRANDS
  23. 23. ADAPT TO EXPERIENCE SOURCE: FLICKR.COM
  24. 24. THE RISE OF OUR ONLINE EXISTENCE WE ARE SPENDING MORE TIME ONLINE A LOT OF IT SPEND ON SOCIAL NETWORKS FACEBOOK DIRECTS MORE CONTENT THAN GOOGLE 415.000 VIDEO’S UPLOADED EACH DAY 40% OF WHICH ARE WEBCAM VIDEOS
  25. 25. EMPOWERED CONSUMERS BEING A MEDIUM WITH RAPID GROWTH POTENTIAL WE ARE BECOMING AWARE OF OUR POWERS DEMANDING BETTER SERVICE, PRODUCTS AND PRICING ...COLLECTIVELY CONNECTING ONLY TO THOSE THAT WE FEEL INSPIRED BY NEGLECTING ANYONE THAT’S NOT CONSIDERED RELEVANT
  26. 26. TO BE PART OF THE EXPERIENCE EXPECTING TO BE HEARD, ALWAYS FORCING CHANGE UPON THOSE THAT TREAT US UNFAIR AND REWARDING THOSE THAT ENGAGE US SHARING OUR EXPERIENCES WITH OUR PEERS WANTING TO BE PART OF THE EXPERIENCE
  27. 27. SHAPE RELEVANT EXPERIENCES WE WANT YOU TO LISTEN TO OUR DESIRES AND DEMANDS FOR BRANDS TO USE OUR IDEAS AND THOUGHTS WE HELP BRANDS SHAPE MORE RELEVANT EXPERIENCES EXPERIENCES WORTH SPREADING
  28. 28. ADAPT THE CHANGE ‘“Fill your halls with all the geniuses, savants and visionaries you can find: The pool of talent outside your walls will always be vastly greater.”
  29. 29. FITZROY’S BRAND ADAPTIVE MODEL (BAM)
  30. 30. BRAND ADAPTIVE MODEL ADAPTIVE FOR NEW PRODUCT IDEAS COLLABORATIONS OPEN COMMUNITIES ADAPTIVE FOR (ORGANIZED) GROUPS ADAPTIVE FOR COMMUNITIES IDEATION (EMPLOYEE) HIRED EXPERTS REFERRALS CROWDSOURCING WEBCARE & REALTIME CUSTOMIZATION SERVICE EMPLOYEE BLOGGING RATING & VOTING ADAPTIVE FOR NEW MARCOM IDEAS SOURCE: FITZROY.NL
  31. 31. BRAND ADAPTIVE MODEL (CASES BY FITZROY) ADAPTIVE FOR NEW PRODUCT IDEAS MALMBERG ONDERWIJS VAN MORGEN BACARDI & 55DSL STORE ADAPTIVE FOR INDIVIDUALS ADAPTIVE FOR GROUPS ABN AMRO BLACKBOARD ACCENTURE REFERRAL HYUNDAI BUS SLOGAN BACARDI VISITA ZUBKA.COM JOUW HEINEKEN ACCENTURE BLOGPODIUM ADAPTIVE FOR NEW MARCOM IDEAS
  32. 32. 1. HIRED EXPERTS HIRE OR APPROACH EXPERTS FOR HELP EITHER PRO’S, FANS OR BOTH A CLUB OF EXPERTS IS USUALLY ASKED BECAUSE OF THEIR STATUS, SKILL OR EXPERTISE KNOWLEDGE ESPECIALLY USEFUL IN THE PRODUCT DEVELOPMENT PHASE
  33. 33. 1. HIRED EXPERTS – FITZROY’S VISITA BACARDI TEAMS UP WITH YOUNG INFLUENCERS TO ORGANISE VISITA A GROUP OF YOUNG TALENT, BLOGGERS AND ARTISITS IS ASKED TO HELP PROGRAMME, PERFORM AND COMMUNICATE SMALL INTIMATE PARTIES TO CELEBRATE THE LEGACY OF THE BACARDI FAMILY
  34. 34. 1. HIRED EXPERTS – FITZROY’S VISITA
  35. 35. 2. CUSTOMIZATION ALLOWING YOUR CUSTOMER TO PERSONALIZE HIS OR HER PRODUCT BRAND SUPPLIES THE PRODUCT, YOU CREATE THE SKIN OR PACKAGING CREATING A SHARED BRAND EXPERIENCE
  36. 36. 2. CUSTOMIZATION – FITZROY’S HEINEKEN HEINEKEN INVITES USERS TO DESIGN THEIR OWN HEINEKEN BOTTLES ON JOUWHEINEKEN.NL OFFERING A PERSONAL EXPERIENCE THAT MAKES AN IDEAL GIFT
  37. 37. 2. CUSTOMIZATION – FITZROY’S HEINEKEN 37
  38. 38. 3. IDEATION & COMMUNITY INDIVIDUALS WITH SIMILAR INTERESTS COME TOGETHER AND CREATE LARGE COMMUNITY OF PEOPLE WITH COMPLEMENTARY SKILLS USUALLY A LONG TERM PROJECT
  39. 39. 3. IDEATION – FITZROY’S BLACKBOARD ONLINE ENVIRONMENT WHERE ABN ASKS PEOPLE TO SHARE IDEAS USERS WERE ASKED TO DISCUSS, RATE & VOTE ON GENERATED IDEAS AND ABN POSES QUESTIONS AND ASSUMPTIONS TO WHICH BLACKBOARD USERS CAN RESPOND THE MOST VALUABLE IDEAS GET NOMINATED BY ABN
  40. 40. 3. IDEATION – FITZROY’S HAPPINESS •  EDUCATIONAL PUBLISHER MALMBERG HOSTS A BLOG WHERE IDEAS ON E- LEARNING ARE GENERATED •  USER GENERATED IDEAS GET SELECTED AND PUBLISHED ON THE BLOG •  THE TEACHING MODULE ‘GELUKSKUNDE’, ON HAPPINESS, GOT SO POPULAR THAT MALMBERG DECIDED TO PUBLISHED IT •  BECAUSE OF THE ENORMOUS DEMAND THE MODULE IS NOW BEING SOLD AS A MALMBERG PRODUCT
  41. 41. 4. CROWDSOURCING TWO KNOW MORE THAN ONE USING ONLINE PLATFORMS TO GENERATE IDEAS, RATINGS AND OPINIONS PLATFORMS FOR GREAT IDEAS, SOME OF WHICH ARE ACTUALLY BEING DEVELOPED
  42. 42. 4. CROWDSOURCING – FITZROY’S HYUNDAI HYUNDAI IS OFFICIAL SPONSOR OF WORLD CHAMP SOCCER THEY PROVIDE THE SLOGAN ON THE DUTCH BUS HYUNDAI IS CROWDSOURCING THE SLOGAN BY BY USING TWEETS FROM SOCCER SITES AND CHANNELS ASKING FOLLOWERS TO PARTICIPATE
  43. 43. 5. COLLABORATION 2 (OR MORE) PARTIES TEAM UP TO SHARE IDEAS AND INVESTMENTS USING EACH OTHERS SPECIFIC SKILL CREATING A COMMON COMPETITIVE ADVANTAGE
  44. 44. COLLABORATION – FITZROY’S BACARDI & DSL BACARDI AND DIESEL OPEN A POP-UP STORE IN AMSTERDAM DESIGNED TO POSITION THE MOJITO AS A DRINK YOU MAKE AT HOME PORTRAYING THE DIESEL LIFESTYLE SOURCE: FITZROY.NL
  45. 45. SO…..
  46. 46. FITZROY’S 5 BASIC RULES FOR SUCCESS BE HONEST AND TRULY OPEN IN YOUR APPROACH. BE OPEN SHOW PARTICIPANTS WHAT’S IN IT FOR THEM MAKE SURE THE SCREENING OF ALL BE SELECTIVE INPUT IS TOP OF THE BILL LIKE A HOST OF A PARTY; MAKE SURE THEY CONNECT PEERS GET THE MOST OUT OF A COLLABORATIVE EXPERIENCE KEEP YOUR FOLLOWERS UP TO DATE WITH POSSIBLE GIVE BACK OUTCOMES, CHANGES AND NEW ENDEAVOURS CO-CREATION, IN THE END, IS ABOUT MAKING A COMMIT & GROW LONG TERM COMMITMENT
  47. 47. ADAPT THIS ZEITGEIST … OR DIE
  48. 48. FOR MORE INFORMATION CONTACT JUR BAART JUR@FITZROY.NL

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