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Managing content can become overwhelming with the growing number of delivery platforms. Content strategist Margot Bloomstein, principal of Appropriate, Inc., breaks down the steps to implement a strategy that saves time, money, and frustration.
Surveys consistently report that consumers would choose a brand that "makes the world a better place" over other brands and will pay more for such a brand โ even in a recession. How should marketers capitalize on this? Web 2.0 has made it possible for companies to engage with specific communities about relevant causes like never before. However, having a clear strategy is critical to avoid missteps, which can inadvertently undo the good your company is purporting to do. This webcast will address some of the issues that companies face when trying to position themselves as "doing good," as well as provide some solutions and tools to improve your company's ability to market social good successfully.
Aquent/AMA Webcast: Brand Consistency is Killing Digital AdvertisingAquent
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Aquent/AMA Webcast: Planning for Mobile Marketing Success Through Smart StaffingAquent
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Companies are still in the early stages of mobile marketing development โ and they face an uphill climb to evolve beyond basic strategies. Aquent recently commissioned Forrester Consulting to evaluate how companies are adjusting their staffing to support mobile program growth.
In conducting in-depth surveys with marketing and IT professionals who are responsible for influencing hiring decisions for mobile marketing, Forrester found that there is a mismatch between current hiring practices and organizational needs.
During this webcast, Melissa Parrish will discuss the key findings from the study and provide some recommendations on how to plan for mobile marketing success through smarter staffing.
Aquent/AMA Webcast: The Youth Mobile Age: Understanding Trends Among the Mobi...Aquent
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Where would we be without SMS, BBM, Facebook, and MP3s? Youth discovered them first. Find out whatโs hot and whatโs not in the Youth Mobile Age in this webcast presented by Graham Brown from mobileYouth. mobileYouth tracks emerging trends and culture amongst young mobile consumers worldwide for clients from telecommunications and handset OEMs to sports brands, soft drink labels, banks, ad agencies, record labels, television channels, online social networks, game companies, and a whole array of youth-focused brands.
Managing content can become overwhelming with the growing number of delivery platforms. Content strategist Margot Bloomstein, principal of Appropriate, Inc., breaks down the steps to implement a strategy that saves time, money, and frustration.
Surveys consistently report that consumers would choose a brand that "makes the world a better place" over other brands and will pay more for such a brand โ even in a recession. How should marketers capitalize on this? Web 2.0 has made it possible for companies to engage with specific communities about relevant causes like never before. However, having a clear strategy is critical to avoid missteps, which can inadvertently undo the good your company is purporting to do. This webcast will address some of the issues that companies face when trying to position themselves as "doing good," as well as provide some solutions and tools to improve your company's ability to market social good successfully.
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ย
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Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Pu...Aquent
ย
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Aquent/AMA Webcast: Planning for Mobile Marketing Success Through Smart StaffingAquent
ย
Companies are still in the early stages of mobile marketing development โ and they face an uphill climb to evolve beyond basic strategies. Aquent recently commissioned Forrester Consulting to evaluate how companies are adjusting their staffing to support mobile program growth.
In conducting in-depth surveys with marketing and IT professionals who are responsible for influencing hiring decisions for mobile marketing, Forrester found that there is a mismatch between current hiring practices and organizational needs.
During this webcast, Melissa Parrish will discuss the key findings from the study and provide some recommendations on how to plan for mobile marketing success through smarter staffing.
Aquent/AMA Webcast: The Youth Mobile Age: Understanding Trends Among the Mobi...Aquent
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Where would we be without SMS, BBM, Facebook, and MP3s? Youth discovered them first. Find out whatโs hot and whatโs not in the Youth Mobile Age in this webcast presented by Graham Brown from mobileYouth. mobileYouth tracks emerging trends and culture amongst young mobile consumers worldwide for clients from telecommunications and handset OEMs to sports brands, soft drink labels, banks, ad agencies, record labels, television channels, online social networks, game companies, and a whole array of youth-focused brands.
Bold Minimal Media Company Brand 123.pptxTHNGUYNTRNG5
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Elevate your media companyโs presentation game with our striking Bold Minimal template, perfect for business professionals seeking to make an impact. This versatile PowerPoint and PPT template, also fully compatible with Google Slides, is designed to captivate your audience with its bold red and black color scheme. Ideal for pitches, corporate reports, or marketing strategies, it promises to set your content apart. Embrace the power of a memorable presentation. Download now and start crafting your story with a template that speaks volumes before you even say a word. Make your next presentation not just seen, but remembered.
Methodology of Inclusion by Corey TimpsonCorey Timpson
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The current business model of almost every organisation wonโt survive the next 10-20 years.
How can you future-proof your organisation, and how do you transition?
Most of us know why business model innovation is essential. Not many know how to do it. These slides are from the webinar: Transform your Business Model to Stay Ahead of The Curve by Dr. Jeffrey Tobias, Managing Director of The Strategy Group. https://www.thestrategygroup.com.au/transform-your-business-model-to-stay-ahead-of-the-curve/7/
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ย
How do some Product Managers drive innovation while others get mired in the day to day? The answer cuts to the core of product management: prioritization.
Alexander taught how to be a true Product Leader by separating the urgent from the important, balancing today's demands against tomorrow's goals, and realizing nothing is indispensable - but everything has consequences.
From Customer Success Summit 2017 - Rav Dhaliwal, Head of Customer Success, EMEA at Slack discusses, "How we Drive Change Management at Slack".
Learn more about Customer Success Summit: http://customersuccesssummit.com
Totango is the leading enterprise- grade customer success platform that helps recurring revenue businesses proactively impact business outcomes with customer success. With solutions to empower Customer Success Teams or entire companies, Totango enables everyone to participate in customer success.
Learn more at www.totango.com.
Present your next marketing plan, campaign, social media strategy or newsletter with these free Google Slides and PowerPoint templates. Their creative design and easy-to-edit graphic resources will help you get your message across.
Cosa vuol dire User Experience? Che attivitร svolge uno User Experience Designer? Dove lavora ย e di quali progetti si occupa? Insieme agli studenti della NABA abbiamo cercato di rispondere a queste domande.
3 Techniques for Architecting Change - Agile and Beyond 2015Jason Little
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We hear simple statements like "we need to adopt an agile mindset!!", "we need to create clarity around the purpose for agile!", but these simple statements are not easy to do. Here are 3 practical techniques you can do tomorrow to move towards create a shared purpose when bringing Agile in.
This is an introduction to product management at technology company. It was originally presented to a class at General Assembly in New York City. Throughout the class, we did an exercise meant to give the students a foundation on the responsibilities of a product manager. The goal of the class is to provide an introduction to the product manager job and to help students understand the roles and responsibilities of a product manager. With this information, the expectation is that a student can feel comfortable with their ability to grow into a product manager role at a technology company.
California Closets: Prioritizing a Personalized Customer ExperienceMarcus Hall
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The folllowing is a recap of my presentation at Lessonlyโs Yellowship Conference, diving into the methods behind prioritizing a personalized customer experience, and how delivering that same encouragement and support to your internal teams only enhances the services your customers receive.
How to make things and influence peopleLuke Williams
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AMA/Aquent: Data-Driven Design - Why Marketers Hold the Key to SuccessAquent
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Brand-driven design in marketing is no longer enough to compete in this data-driven world. But analytics and creative departments typically do not see eye to eye. It is now up to the marketer to become the catalyst for change within the organization!
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How do some Product Managers drive innovation while others get mired in the day to day? The answer cuts to the core of product management: prioritization.
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Totango is the leading enterprise- grade customer success platform that helps recurring revenue businesses proactively impact business outcomes with customer success. With solutions to empower Customer Success Teams or entire companies, Totango enables everyone to participate in customer success.
Learn more at www.totango.com.
Present your next marketing plan, campaign, social media strategy or newsletter with these free Google Slides and PowerPoint templates. Their creative design and easy-to-edit graphic resources will help you get your message across.
Cosa vuol dire User Experience? Che attivitร svolge uno User Experience Designer? Dove lavora ย e di quali progetti si occupa? Insieme agli studenti della NABA abbiamo cercato di rispondere a queste domande.
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We hear simple statements like "we need to adopt an agile mindset!!", "we need to create clarity around the purpose for agile!", but these simple statements are not easy to do. Here are 3 practical techniques you can do tomorrow to move towards create a shared purpose when bringing Agile in.
This is an introduction to product management at technology company. It was originally presented to a class at General Assembly in New York City. Throughout the class, we did an exercise meant to give the students a foundation on the responsibilities of a product manager. The goal of the class is to provide an introduction to the product manager job and to help students understand the roles and responsibilities of a product manager. With this information, the expectation is that a student can feel comfortable with their ability to grow into a product manager role at a technology company.
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Marketing has become a technology-powered discipline. Though not everyone needs to become a technologist, technical professionals now have key roles to play in the marketing team.
In this webcast, you will learn why marketing teams need technologists outside of IT, who they are, and where to find them.
AMA/Aquent: Visual Storytelling: How Brands Use the Power of VideoAquent
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In the past few years, it has become significantly easier to distribute video on the Internet. As a result, brands can struggle to grab the attention of their target audience.
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In his presentation, Zachary focuses on ways that you can shape the experience of your brand across traditional and digital media, across products and services, and even across the interactions customers have with your employees every day.
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In this webcast youโll learn how responsive design is being embraced by organizations such as The New York Times, Disney, and the BBC; which problems have been solved using responsive techniques (and which problems remain); and the steps you can take today to make sure your marketing dollars are being used effectively.
Aquent/AMA Webcast- Content Marketing: How to Sustain It, Find Success, and S...Aquent
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Content marketing may be the flavor of the past few years, but it's still far too common for companies to launch a blog or write one white paper before running out of steam. They rarely see results -- not for lack of trying, but likely for lack of planning, infrastructure, and process.
This webcast will dig deep into the steps every company must take to set up a sustainable, successful content marketing strategy.
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014Aquent
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Understanding technology and consumer behavior is important to the success of any content marketing strategy. The landscape is changing dramatically because of an increase in consumer mobility, localization, personalization, and wearable technology. These changes matter to the future of your business!
In these slides, Kyle Lacy will uncover five influential trends, and how to enhance your business in the next year.
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Content is now a staple of marketing. But how do you best measure it's impact? This AMA Webcast featuring Chris Penn of SHIFT Communications offers practical advice on measuring the effectiveness of your content efforts.
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How can you use gaming techniques to gain valuable customer insights? In this webcast, Sumi Shohara and Linda Stegeman will share how HP Software uses interactive games to engage its customers in everything from strategy and product development to marketing messaging.
10 Ways Influencer Marketing Can Give You SuperpowersAquent
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If you could have only one marketing superpower, what would it be? We're not talking "Superman" powers of super human strengthโmore like the Justice League with the help of technology, data andโmost importantlyโinfluencers and advocates.
In this webcast, Mark Fidelman, author of Socialized! How the Most Successful Businesses Harness the Power of Social, will discuss how you can have multiple marketing superpowers that can be adapted to your industry, business goals, and resources.
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Directing Minds: where companies can work with advocates to generate content, recommendations and participation in contests in order to create leads
Is your Spidey sense tingling yet?
With the advent of new media, todays brands struggle to reach the right buyer with the right product. But, using current technology to meet customer needs can be daunting. In this presentation, Marc Cajolet and Ken Volk (Kronos) bridge the gap between User Experience and Marketing.
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Itโs no secret that in many categories brand loyalty is declining faster than the price of Facebookโs stock. Kevin Clancy believes poor targeting and a lack of consistent, compelling positioning are major reasons so many companies struggle with connecting customers to their brand.
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In 2012, Aquent commissioned a survey of 580 marketing, creative, and digital hiring managers to uncover flexible workforce trends in their departments. The survey illuminated several key trends and lessons learned in using a flexible workforce, including:
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Ultimately, the survey data highlighted that a reactive approach to staffing and recruiting a contingent workforce can affect both the managerโs stress level and the teamโs overall ability to reach business goals. However, there are steps managers can take to be more proactive in their recruiting and hiring approach. In this webcast, Aquentโs Kelly Boykin explore these three steps for becoming a more proactive marketing, creative, and digital hiring manager.
Who "comes and goes" on mobile? Nowadays, just about everyone. In fact, mobile reaches the Hispanic, Asian, and African-American communities more than PC, TV, or print. Are you blindly missing your audience as a content developer or brand on mobile web and apps? How do you get these audiences to "tumble for you"?
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In an evolving marketplace, brands are required to have an active presence in a wide variety of traditional, social and mobile channels. Despite the complexity of the current marketing environment, doing more with less is the new normal.
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In the fast-evolving mobile market, companies can't afford a misstep or forgo a competitive opportunity for their mobile sites and apps. What consumers think of your mobile experience will influence what they do next and how they view their relationship with your company.
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Discover the innovative and creative projects that highlight my journey throughย Full Sail University. Below, youโll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
"๐ฉ๐ฌ๐ฎ๐ผ๐ต ๐พ๐ฐ๐ป๐ฏ ๐ป๐ฑ ๐ฐ๐บ ๐ฏ๐จ๐ณ๐ญ ๐ซ๐ถ๐ต๐ฌ"
๐๐ ๐๐จ๐ฆ๐ฌ (๐๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง๐ฌ) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
๐๐ ๐๐จ๐ฆ๐ฌ provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
โญ ๐ ๐๐๐ญ๐ฎ๐ซ๐๐ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ๐ฌ:
โข 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
โข SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
โขFreenBecky 1st Fan Meeting in Vietnam
โขCHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
โข WOW K-Music Festival 2023
โข Winner [CROSS] Tour in HCM
โข Super Show 9 in HCM with Super Junior
โข HCMC - Gyeongsangbuk-do Culture and Tourism Festival
โข Korean Vietnam Partnership - Fair with LG
โข Korean President visits Samsung Electronics R&D Center
โข Vietnam Food Expo with Lotte Wellfood
"๐๐ฏ๐๐ซ๐ฒ ๐๐ฏ๐๐ง๐ญ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ, ๐ ๐ฌ๐ฉ๐๐๐ข๐๐ฅ ๐ฃ๐จ๐ฎ๐ซ๐ง๐๐ฒ. ๐๐ ๐๐ฅ๐ฐ๐๐ฒ๐ฌ ๐๐๐ฅ๐ข๐๐ฏ๐ ๐ญ๐ก๐๐ญ ๐ฌ๐ก๐จ๐ซ๐ญ๐ฅ๐ฒ ๐ฒ๐จ๐ฎ ๐ฐ๐ข๐ฅ๐ฅ ๐๐ ๐ ๐ฉ๐๐ซ๐ญ ๐จ๐ ๐จ๐ฎ๐ซ ๐ฌ๐ญ๐จ๐ซ๐ข๐๐ฌ."
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Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website โ www.pmday.org
Youtube โ https://www.youtube.com/startuplviv
FB โ https://www.facebook.com/pmdayconference
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Unveiling the Secrets How Does Generative AI Work.pdfSam H
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
1. Creating Products People Love
How do you create deep emotional connections between consumers and the
products and services that they purchase? During this webcast, Kevin will share
his insights on how designers have the unique ability to find the elusive
intersection between unmet consumer needs and their subconscious desires.
Specifically, Kevin will:
๏Provide insights on how marketing and design teams can best work together to
ensure success
๏Give a โbehind the scenesโ look at how designers come up with innovative new
ideas
๏Discuss the origin of such product successes as P&Gโs Swiffer and the OLPC โ
โHundred Dollar Laptopโ
๏Explain journey mapping and how it can be used to ensure all consumer touch
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2. AMA Webcast
Creating Products People Love
Presenter:
Kevin Young, Managing Principal, Continuum
Moderator:
Anthony Salas, American Marketing Association
Sponsored by:
The audio portion of todayโs presentation is available via broadcast audio.
You can also dial in to hear audio
Participants (US & Canada, Toll Free): 888 223 4959
International Participants: +1 303 223 4389
3.
4. Housekeeping Items
Recording
You will be provided with a recording of todayโs
presentation after todayโs live presentation.
Twitter
Please reference #whywelike, when tweeting about this
webcast.
You can also visit Continuumโs Twitter page @_Continuum.
6. Creating Products People Love
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How do you create deep emotional connections between
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consumers and the products and services they purchase?
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7. Overview:
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Who am I?
Two very brief case studies
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Iโll need your helpโฆ
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Continuum is a design and innovation consultancy.
We partner with our clients to create powerful ideas and realize them
as products, services and brand experiences that improve peopleโs lives
and grow businesses.
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14. Diversity of experience and perspectives
The nature of Continuum is that of a diverse body of people. Our teams incorporate a variety of skills and areas of
expertise, ranging from consumer understanding, design research, branding, business strategy, experience design,
and engineering.
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26. Understanding people
Continuumโs core competency is understanding people and their needs so we can solve the technical challenges
needed to bring them a great experience. Our approach integrates many different perspectives across a range of
domains. Whether digital experience or packaged goods, established market or emerging market, our focus on
people and their goals helps us frame the opportunities to make a difference.
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27. Creating business success
ONE LAPTOP PER CHILD SWIFFER REEBOK PUMP
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Inexpensive learning tool Changing the market Iconic innovation
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Enabling education New idea, new category Double sales to $2B
DAKTARI PRESERVE TARGET
Emerging markets technology Sustainability: closing the loop Branded shopping cart
Accessible HIV/AIDS testing Mail-back pack Experience innovation
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28. Approach to Innovation
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29. Approach to Innovation
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A few examplesโฆ.
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31. SWIFFER
Creating a billion-dollar category for
Proctor & Gamble
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Creating a new category
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Building an understanding through ethnographic research
Cleanliness is good. Floor cleaning is drudgery.
The cleanliness of your floor is a reflection
of you. It takes time.
Cleaning the floor is a dirty process.
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34. The Emotional Why: Cleaning creates strong conflicts
The cleanliness of my home is a reflection on me
I want a clean home and a healthy family
.
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Floor cleaning is drudgery.
It takes time.
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35. Opportunity for innovation
Consumer Opportunity:
Quicker, cleaner (for you), easier - so you can
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clean more frequently
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Technical Opportunity:
Entertainment
Donโt clean the thing you clean with, throw it
away
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36. Envisioning the future product family
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37. What happens when you innovate an everyday chore?
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Swiffer is one of the most successful new products that P&G has ever launched
New category creation
Annual sales of $500 million
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OLPC
Creating a hundred dollar laptop to help
educate children
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39. Where is it used?
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39 | AMA Webinar January 17, 2013 DESIGN CONTINUUM
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UN Secretary-General Kofi Annan
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47. Overview:
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Who am I?
Two very brief case studies
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49. 2.Make meaningful connections
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+ + =
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50. PRODUCT
ECOSYSTEM
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51. 2.Make meaningful connections
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+ + =
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SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint
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http://www.goodexperience.com/tib/archives/product_design/
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http://www.goodexperience.com/tib/archives/product_design/
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62. "Adults take note: Pony
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wish to not open the box
around your children if they
may be frightened by a box
with a decapitated horse
inside."
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โItโs hard to get dirt
off the mop spongeโ
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65. 2.Make meaningful connections
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SOURCE: http://adsoftheworld.com/media/print/mercedes_benz_left_brain_right_brain_paint
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CONTINUUMINNOVATION.COM ยฉ 2010 Continuum LLC | Proprietary & Confidential 76
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CONTINUUMINNOVATION.COM ยฉ 2010 Continuum LLC | Proprietary & Confidential 77
78. โI want a clean home and a healthy familyโ
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79. 2.Make meaningful connections
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SOURCE: http://www.thisiswhyimbroke.com/mustache-pacifier
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SOURCE: http://www.toxel.com/inspiration/2009/04/04/20-unusual-and-creative-packaging-designs/
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SOURCE: http://www.toxel.com/inspiration/2009/04/04/20-unusual-and-creative-packaging-designs/
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SOURCE: www.boredpanda.com
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SOURCE: www.boredpanda.com
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BMWโs GINA, an animated cloth car that looks ahead to the future of the automobile.
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88. 2.Make meaningful connections
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+ + =
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=
touchpoints
ecosystem
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91. Design for all touchpoints through journey mapping
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92. Design for all touchpoints through journey mapping
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product
touchpoints
ecosystem
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95. competitive client
landscape capabilities
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environmental trends:
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responsibility design and society
touchpoints
cultural needs key stakeholders/
ecosystem
project influencers
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96. environmental responsibility
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98. competitive
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101. understanding cultural needs
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Source: Rajesh Kumar Sen
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105. competitive client
landscape capabilities
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environmental trends:
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responsibility design and society
touchpoints key stakeholders/
cultural needs
project influencers
ecosystem
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Thank you!
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108. Thank You for your Participation!
Additional questions?
General AMA Questions can be sent to: asalas@ama.org
Recording and slides
You will be provided with a recording of todayโs presentation.
Twitter
Please reference #whywelike, when tweeting about this webcast.
You can also visit Continuumโs Twitter page @_Continuum.
Todayโs Presentation was brought to you by the ReadyTalk Web Conferencing Platform. If you are interested in
learning more about ReadyTalk and their services, please visit www.ReadyTalk.com/AMA.
Editor's Notes
Today โs biggest brands rely on Aquent experience and knowledge to staff their marketing, creative and digital teams. Their talentโs expertise can give your team the edge you need. To get talent that works, visit aquent.com.
Endorphins released by the pituitary gland and the hypothalamus
P&G needed help innovating in the home cleaning category. P&Gโs business model around floor care had been based on detergents that were used with a mop, and the market had become stagnant, as dozens of other brands competed for household dollars. When P&G was looking to grow through innovation.
Our team conducted design research to see how people cleaned their kitchen floors in cities across the U.S. We sought to understand not just the hows, but the whys of floor cleaning. We also sought to understand the challenge from a functional perspective, exploring the technical aspects of floor cleaning.
Learning from research, but this slide and the next talk about creative problem solving. Discuss conflicts that arise that we juxtapose rather than avoid. Consumers do not recognize the conflicts. We derived that there is a conflict between the desire for cleanliness, and the fact that the process is very dirty. Our hypothesis is that there is an opportunity in making the process cleaner.
And here is the โideaโ. The business opportunity. Talk also about how we know weโre done with analysis: Internal consistency โ which we will have demonstrated Business precedent โ which we can talk about here โ the disposable solution is analogous to paper towels. (Also talk about why we look at the context around our specific task during research.) Is it inspiring to designers (or whoever needs to execute on it)
And then we narrow down to the most relevant solutions based on consumer criteria, and relevance for our clientโs business.
Swiffer is one of the most successful new products that P&G has ever launched, generating the strongest test market results in P&Gโs history of marketing cleaning products. A revolutionary solution to a particularly tedious household chore, the Swiffer and Swiffer WetJet give consumers an entirely new way to clean floors, and the product has enjoyed spectacular success with annual sales of $500 million.
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. Weโll talk about each of these in more detailโฆ
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. Weโll talk about each of these in more detailโฆ
(funny comment about this image. Something like: it tells you that you need scissors to open these scissors. If I had scissors, would I be buying scissors?)
(funny comment about this image. Something like: this photo is from a bathtub. Why would you ever wan to โscaldโ something in the tub?)
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. Weโll talk about each of these in more detailโฆ
Take cars for example
(ad lib โ the front of the mini has a friendly smiling face)
(ad lib โ conversely, look at the โfaceโ of the 5 series BMW)
(ad lib โ it communicates an aggressive, angry personality)
(ad lib โ discuss specific design differences. Eyebrows, upturned/downturned mouth, etc)
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. Weโll talk about each of these in more detailโฆ
Take BMWโs concept car, GINA. Who would expect a car to be made of stretch fabric rather than metal (expand if interested)
There are three aspects to creating products that resonate with consumers. These are: addressing consumer needs, creating meaning and desire. Weโll talk about each of these in more detailโฆ
You learned about journey maps a few weeks ago ( confirm this ). This illustrates all the interaction points with a product, brand or service.
And notice that โproductโ is a relatively small part of this journey. To create a successful consumer experience, itโs imperative that we consider all parts of this system.
And we can also look at a product that might be a little more familiar and exciting. The iphone would not be successful if it didnโt live as part of a much larger โ and very well designed โ system.
And finally letโs discuss the larger ecosystem that surrounds all of this.
This includes things such as (read categories from slide). Weโll touch on each of these very briefly.
Key point: Physical & Physio similar: Where the differences are in culture and in price. Potty training Method (on demand, pavlovian) Generational support (Culture of the Little Buddah) Shift to urban environment (need help) Opportunity is different (night time) Innovation from Fringe (super absorb)
So this is obviously a lot to take it and a lot to consider when designing a product