TWITTER
                        @JOHNGERZEMA

Tuesday, May 18, 2010
TULIPMANIA!

      TIME DESTROYS THE
      SPECULATION OF MEN,
      BUT IT CONFIRMS
      NATURE
      -CICERO, 106-43 BC...
62% OF THE WORLD’S
   GDP ($19.5 TRILLION) IS
   NOW INTANGIBLE



                                     60




           ...
BRANDS NOW ACCOUNT
   FOR 30% OF THE VALUE OF
   THE S&P 500




                        Source: Millward Brown Optimor 20...
THE 250 MOST VALUABLE
      GLOBAL BRANDS ARE WORTH
      $2.197 TRILLION DOLLARS




      Source: Calculation based on 2...
TOP 10 MOST VALUABLE
      BRANDS ARE LARGER THAN
      THE MARKET CAP
      OF 70% OF U.S. PUBLIC
      COMPANIES.




  ...
Tuesday, May 18, 2010
THE MARKETS THINK BRANDS
   ARE WORTH MORE THAN THE
   CONSUMERS WHO BUY THEM.

                        WALL STREETS
     ...
BRAND ESTEEM AND
      REGARD IS DOWN 12%

      BRAND AWARENESS HAS
      DECLINED BY 20%

      PERCEPTIONS OF BRAND
   ...
90% OF 42                                 CONSUMERS ARE                        ONLY 7% OF
   PRODUCT                      ...
THEN CAME ‘THE GREAT RECESSION’




           54                           Copyright John Gerzema/Young & Rubicam


Tuesd...
SELFISHNESS AND
        COLLUSION




           27             Copyright John Gerzema/Young & Rubicam


Tuesday, May 18, ...
FAILURE OF REGULATORS




           30                                   Copyright John Gerzema/Young & Rubicam


Tuesday...
TAXPAYERS ARE NOW
        SHAREHOLDERS




   31
           25               Copyright John Gerzema/Young & Rubicam


Tues...
EGREGIOUS AND
         CRIMINAL BEHAVIOR




           29                Copyright John Gerzema/Young & Rubicam


Tuesday...
WE EXAMINED 15 YEARS OF DATA FROM
        BRANDASSET VALUATOR®




        WORLD’S LARGEST   40,000 BRANDS     QUARTERLY U...
A ‘TRUST VIRUS’ HAS INFECTED
        MANY CATEGORIES




   41            Source: BAV USA FY2006, FY2007, Q4 2007, Q4 2008...
TRUST IS DESIRABLE, BUT IT HASN’T
          DIFFERENTIATED




           40    Source:BrandAsset Valuator 1993-2007   Cop...
FUNDAMENTAL SOCIETAL SHIFTS IN
                VALUES AND BEHAVIORS

           19


Tuesday, May 18, 2010
CONSUMERS ARE SHIFTING THEIR
          CONCEPTS OF ‘NECESSITY’




           10    Source: The Atlantic    Copyright John...
THE 50-20 PARADOX




           9    Source: Board of Governors of the Federal Reserve System   Copyright John Gerzema/Yo...
WE ARE SHIFTING OUR VALUES FROM WHAT WE CARRY,
            TO HOW WE CARRY OURSELVES




        1        Source: BAV 1997...
RADICAL SHIFTS IN WHAT MATTERS




           23    Source: BAV Recession Survey 2009-2010/J.Gerzema


Tuesday, May 18, 20...
AND CONSUMERS ARE ALIGNING THEIR
                                         SPENDING WITH THEIR VALUES


                   ...
THE NEW RULES OF
         ‘POST-CRISIS CONSUMERISM’



                          NEW CULTURAL VALUES


                   ...
POST-CRISIS CONSUMERISM
         RULE #1


   CULTURAL VALUE                  =    LIQUID LIFE
CONSUMER STRATEGY          ...
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POST-CRISIS CONSUMERISM
         RULE #2


                        CULTURAL VALUE   =   ETHICS AND
                       ...
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Tuesday, May 18, 2010
POST-CRISIS CONSUMERISM
         RULE #3


           CULTURAL VALUE
                      = INDESTRUCTIBLE
              ...
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POST-CRISIS CONSUMERISM
         RULE #4


               CULTURAL VALUE        =   RETURN TO THE
                        ...
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POWER HAS SHIFTED FROM INSTITUTION TO INDIVIDUAL




           82


Tuesday, May 18, 2010
THERE ARE NO LONGER
                CONSUMERS, ONLY CUSTOMERS




       Photo from Thomas Hawk
         83


Tuesday, May...
WE ARE MOVING FROM
      MINDLESS TO MINDFUL
      CONSUMPTION




           84


Tuesday, May 18, 2010
WE ARE ENTERING AN ERA WHERE VALUES
         NOW DEFINE CONSUMERISM AND
         COMPETITIVE ADVANTAGE




        Photo b...
A VALUES-LED MARKETPLACE:
            FROM CONSUMER OF QUANTITY TO
            PRODUCER OF QUALITY




           40


Tue...
TWITTER: @JOHNGERZEMA
   87

Tuesday, May 18, 2010
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John gerzema icare 2010

  1. 1. TWITTER @JOHNGERZEMA Tuesday, May 18, 2010
  2. 2. TULIPMANIA! TIME DESTROYS THE SPECULATION OF MEN, BUT IT CONFIRMS NATURE -CICERO, 106-43 BC Tuesday, May 18, 2010
  3. 3. 62% OF THE WORLD’S GDP ($19.5 TRILLION) IS NOW INTANGIBLE 60 50 ENTERPRISE VALUE 40 30 1950S 1960S 1970S 1980S 1990S 2000S Source: Brand Finance 2007 Tuesday, May 18, 2010
  4. 4. BRANDS NOW ACCOUNT FOR 30% OF THE VALUE OF THE S&P 500 Source: Millward Brown Optimor 2007 30 37 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  5. 5. THE 250 MOST VALUABLE GLOBAL BRANDS ARE WORTH $2.197 TRILLION DOLLARS Source: Calculation based on 2007 IMF list on GDP purchase power parity 31 38 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  6. 6. TOP 10 MOST VALUABLE BRANDS ARE LARGER THAN THE MARKET CAP OF 70% OF U.S. PUBLIC COMPANIES. Source: Booz & Co 2007 6 Tuesday, May 18, 2010
  7. 7. Tuesday, May 18, 2010
  8. 8. THE MARKETS THINK BRANDS ARE WORTH MORE THAN THE CONSUMERS WHO BUY THEM. WALL STREETS ESTIMATION OF PERCEIVED CONSUMER UTILITY THE BRAND BUBBLE CONSUMERS ACTUAL PERCEIVED UTILITY VALUE TO CONSUMER PRICE VALUE TO COMPANY COST CONSUMERS ARE SHORTING BRANDS BASED ON 2,500 BRANDS STUDIED 1993-2008 Tuesday, May 18, 2010
  9. 9. BRAND ESTEEM AND REGARD IS DOWN 12% BRAND AWARENESS HAS DECLINED BY 20% PERCEPTIONS OF BRAND QUALITY HAS ERODED 24% TRUST IN BRANDS HAS DECLINED BY 50% 32 39 Copyright John Gerzema/Young & Rubicam 39 Tuesday, May 18, 2010
  10. 10. 90% OF 42 CONSUMERS ARE ONLY 7% OF PRODUCT 50% MORE PRICE PRIME TIME CATEGORIES SENSITIVE COMMERCIALS LOST BRAND THAN 25 YEARS INCLUDED A DIFFERENTIATION. AGO. DIFFERENTIATED -Source: Jack Trout/Kevin Clancy 2002 & -Source: Leanord Ladish, Carl Mela MESSAGE. Copernicus Market Facts 2007 Harvard Business Review, 2006 -Source: jack Trout/Kevin Clancy 2002 THE PERCENTAGE BETWEEN 2004- AMONG OF PEOPLE WHO 2007, THE TOP 100 INTERBRAND’S SAY THEY’RE BRANDS GREW BY TOP 100 MOST LOYAL TO ONE 16%, BUT BRAND VALUABLE BRAND DECLINED DIFFERENTIATION BRANDS, 45% FROM 40 TO 9% DID NOT IMPROVE WERE ACTUALLY FROMS 2000-2006. AMONG 85% OF DECLINING IN -Source: Carlson Marketing Group BRANDS IN BAV. CONSUMER -Source: Interbrand 2004-2007, PERCEPTIONS. BAV same period -Source: BAV 1993-2007 10 Tuesday, May 18, 2010
  11. 11. THEN CAME ‘THE GREAT RECESSION’ 54 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  12. 12. SELFISHNESS AND COLLUSION 27 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  13. 13. FAILURE OF REGULATORS 30 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  14. 14. TAXPAYERS ARE NOW SHAREHOLDERS 31 25 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  15. 15. EGREGIOUS AND CRIMINAL BEHAVIOR 29 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  16. 16. WE EXAMINED 15 YEARS OF DATA FROM BRANDASSET VALUATOR® WORLD’S LARGEST 40,000 BRANDS QUARTERLY U.S. DATABASE OF PANEL OF 15,000+ BRANDS 215 STUDIES RESPONDENTS OVER 500,00 ACROSS 44 72 DIFFERENT CONSUMERS COUNTRIES BRAND METRICS 16 Tuesday, May 18, 2010
  17. 17. A ‘TRUST VIRUS’ HAS INFECTED MANY CATEGORIES 41 Source: BAV USA FY2006, FY2007, Q4 2007, Q4 2008; All Adults Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  18. 18. TRUST IS DESIRABLE, BUT IT HASN’T DIFFERENTIATED 40 Source:BrandAsset Valuator 1993-2007 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  19. 19. FUNDAMENTAL SOCIETAL SHIFTS IN VALUES AND BEHAVIORS 19 Tuesday, May 18, 2010
  20. 20. CONSUMERS ARE SHIFTING THEIR CONCEPTS OF ‘NECESSITY’ 10 Source: The Atlantic Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  21. 21. THE 50-20 PARADOX 9 Source: Board of Governors of the Federal Reserve System Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  22. 22. WE ARE SHIFTING OUR VALUES FROM WHAT WE CARRY, TO HOW WE CARRY OURSELVES 1 Source: BAV 1997, 2001, 2005, 2008, 2009 FH; attribute correlations to energized differentiation Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  23. 23. RADICAL SHIFTS IN WHAT MATTERS 23 Source: BAV Recession Survey 2009-2010/J.Gerzema Tuesday, May 18, 2010
  24. 24. AND CONSUMERS ARE ALIGNING THEIR SPENDING WITH THEIR VALUES “These days I feel more in “I am happier with a control when I do things 64.8% simple, more down to 64.7% myself instead of relying basics lifestyle” on others” “I believe my friends and I “I realize that how many can change corporate possessions I have does 65.5% behavior by supporting 76.1% not have much to do with companies that do the how happy I am” right thing” “I make it a point to buy “Money is the best measure from companies whose 77.9% of success” 70.9% values are similar to my own” 2 Source: BAV Recession Survey 2009-2010/J.Gerzema Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  25. 25. THE NEW RULES OF ‘POST-CRISIS CONSUMERISM’ NEW CULTURAL VALUES NEW CONSUMER BEHAVIORS NEW MANAGEMENT PRINCIPLES 49 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
  26. 26. POST-CRISIS CONSUMERISM RULE #1 CULTURAL VALUE = LIQUID LIFE CONSUMER STRATEGY = DÉCLASSÉ CONSUMPTION MANAGEMENT PRINCIPLE = DOLLARS & SENSE 56 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
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  40. 40. POST-CRISIS CONSUMERISM RULE #2 CULTURAL VALUE = ETHICS AND FAIR PLAY CONSUMER STRATEGY = EMPATHY AND RESPECT MANAGEMENT = VALUE AND PRINCIPLE VALUES 40 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
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  54. 54. POST-CRISIS CONSUMERISM RULE #3 CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER STRATEGY = DURABLE LIVING MANAGEMENT = BRAND THAT PRINCIPLE LASTS 50 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
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  67. 67. POST-CRISIS CONSUMERISM RULE #4 CULTURAL VALUE = RETURN TO THE FOLD CONSUMER STRATEGY = COOPERATIVE CONSUMERISM MANAGEMENT = COMMUNITY PRINCIPLE ORGANIZER 59 Copyright John Gerzema/Young & Rubicam Tuesday, May 18, 2010
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  82. 82. POWER HAS SHIFTED FROM INSTITUTION TO INDIVIDUAL 82 Tuesday, May 18, 2010
  83. 83. THERE ARE NO LONGER CONSUMERS, ONLY CUSTOMERS Photo from Thomas Hawk 83 Tuesday, May 18, 2010
  84. 84. WE ARE MOVING FROM MINDLESS TO MINDFUL CONSUMPTION 84 Tuesday, May 18, 2010
  85. 85. WE ARE ENTERING AN ERA WHERE VALUES NOW DEFINE CONSUMERISM AND COMPETITIVE ADVANTAGE Photo by ShashiBellamkonda Tuesday, May 18, 2010
  86. 86. A VALUES-LED MARKETPLACE: FROM CONSUMER OF QUANTITY TO PRODUCER OF QUALITY 40 Tuesday, May 18, 2010
  87. 87. TWITTER: @JOHNGERZEMA 87 Tuesday, May 18, 2010

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