In today's digitally-driven networked world, people expect brands to be accessible, authentic, interactive and driven by purpose. Given these demands, brands must change their behavior to be meaningful and - ultimately - remarkable. Purpose-led brands have an intuitive sense and find themselves in the right place at the right time. Modern marketers get them there. This is v2.0 of an ongoing manifesto about how they do it.

1. THE ANATOMY OF A MODERN MARKETER v2.0
OPTUM | CREATING AWESOME MARKETING THURSDAY, MAY 29, 2014

2. @craigplads n

3. THIS IS JOSH.

5. HEADED TO KAUAI NEXT WEEK. CAN’T WAIT TO CHECK OUT @GRANDHYATTKAUAI!

8. PERSONAL EXAMPLES

9. PERSONAL EXAMPLES

10. PERSONAL EXAMPLES

12. MAHALO, JOSH #FTW
THE EXPERIENCE WAS REMARKABLE
@craigpladson

13. IT’S NOT ABOUT BEING DIGITAL
IT’S ABOUT BEING PURPOSEFUL
@craigpladson

14. WE BELIEVE .
WE EXIST TO .
VALUES PURSUITS
@craigpladson

15. ORGANIZATIONS THRIVE WHEN THEIR PEOPLE
HAVE A SHARED PURPOSE GUIDING THEIR WORK.
IF THE ENTIRE WORLD HAD A SHARED PURPOSE,
WHAT WOULD IT BE?
~JACK DORSEY

16. PURPOSE-LED BRANDS HAVE AN INTUITIVE SENSE
THEY’RE IN THE RIGHT PLACE AT THE RIGHT TIME
@craigpladson

17. MODERN MARKETERS GET THEM THERE
THIS IS A PRESENTATION ABOUT HOW WE DO IT
@craigpladson

18. THE MODERN MARKETER
DISRUPTS UNDERSERVED MARKETS
While the traditional Four P’s provide a basic framework for creating a marketing
strategy, the modern marketer obsesses over Two P’s: people and product. When the
quality gap between people and product grows, so does the market opportunity.
@craigpladson

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24. “I LOVE FIGURING OUT PEOPLE’S IRRATIONAL LOGIC OF THINGS.”
~ MARK ADDICKS, CMO, GENERAL MILLS

25. THE MODERN MARKETER
CO-CREATES IDEAS WITH COMMUNITIES
There is a big difference between creating something with people than there is creating
something for people. With co-creation at the center of the modern marketing mindset, brands
are able to become more empathetic and discover more meaningful ways to connect with people.
@craigpladson

26. “PUT GOOD IN THE WORLD AND GOOD THINGS WILL HAPPEN.”
~ PAUL ISAKSON, FOUNDER, MAKEMATTER

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32. WHEN PEOPLE COME TOGETHER, ANYTHING IS POSSIBLE.
@craigpladson

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38. THE MODERN MARKETER
MAKES THE WEB SMALLER
Old guard marketers are overwhelmed by the enormity of the web. Modern marketers
thrive on its simple complexity. By making the web feel smaller, brands are able to
create personalized, local and hyper-relevant solutions for people.
@craigpladson

39. “THE MOST DISTINCTIVE TRAIT OF THE INTERNET IS
THAT IT CAN INDIVIDUALIZE EXPERIENCES AT SCALE.”
~ DON SMITHMIER, FOUNDER, GOKART LABS

40. @craigpladson

41. @CRAIGPLADSON /
#DMSF

44. “CONTENT PROVIDERS OF THE FUTURE WILL THRIVE BY MAKING
RELEVANT INFORMATION FIND THE USER, AS OPPOSED TO THE
USER HAVING TO FIND THE INFORMATION RELEVANT TO THEM.”
~ SAM QUAYLE, SMASHING MAGAZINE

45. THE MODERN MARKETER
AVOIDS CAMPAIGN IMPERMANENCE
Modern brand builders appreciate the art of brand action and value equity over short-term gain.
By taking this approach, we lessen the importance of product or service newness and refocus
our attention on how the brand’s purpose overlaps with what it’s doing.
@craigpladson

46. “UNDERSTANDING IMPERMANENCE IS THE TWIN SISTER
OF UNDERSTANDING ART. ALL ART, AS WE’VE SEEN,
BRINGS SOMETHING NEW INTO THE WORLD, BUT THAT
NEWNESS CAN’T REMAIN, OR THERE WOULD BE NO
ROOM FOR MORE ART. NEWNESS FADES.” ~ SETH GODIN

47. @craigpladson

48. @craigpladson

49. @craigpladson

50. @craigpladson

51. THANKS.
craigpladson.com
craig.pladson@gmail.com
pladdie.is/OptumAwesome