Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
How to create advocacy and conversation, Planning-ness 2009Frank Striefler
here is my (low res) presentation from the planning-ness conference in SF: http://planningness.com/
big thank you to mark lewis & his team for putting together such a great conference.
also big shout out to brian chandra for making it smarter and prettier (linkedin.com/in/brianchandra)
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
How to create advocacy and conversation, Planning-ness 2009Frank Striefler
here is my (low res) presentation from the planning-ness conference in SF: http://planningness.com/
big thank you to mark lewis & his team for putting together such a great conference.
also big shout out to brian chandra for making it smarter and prettier (linkedin.com/in/brianchandra)
Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officerfrog
"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel.
This talk argues that the fundamental crisis of capitalism presents a historic opportunity for brands to transform themselves into arbiters of meaning. Becoming Chief Meaning Officers, CMOs and other marketing leaders must move beyond simply connecting products and customers with the goal to facilitate transactions – they must now create "meaning" through actions and interactions. A "meaning surplus" will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
Teaching Old Brands New Tricks with Transmedia Storytelling (2/2)Henri Weijo
Henri Weijo (PhD candidate at Aalto University School of Economics, Department of Marketing) explores transmedia storytelling, showing how many of its practices have already become commonplace in today's marketing. However, at the end of the presentation I outline ideas on where brands should be going next to really leverage transmedia. Part 2 / 2.
Henri Weijo's guest lecture on brand communities at Aalto University, Oct. 12th 2011. The lecture discussed some of the philosophical underpinnings of "community" before moving on to discussing brand communities as both a source of academic interest as well as business ventures.
COMMON: A New Brand of Capitalism -- Alex Bogusky, Rob Schuham (FearLess Cottage) and John Bielenberg (Project M) present COMMON, a collaborative brand for social entrepreneurs.
Video presentation here:
http://fearlessrevolution.com/common
http://twitter.com/commonworks
http://facebook.com/fearlesscottage
Side step resistance and get the employee buy-in essential to your company's success. The Action Expedition is a corporate workshop supporting risk management, authentic leadership, diversity and inclusion.
Tim Leberecht@NEXT09: The Seven Rules of the Chief Meaning Officerfrog
"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel.
This talk argues that the fundamental crisis of capitalism presents a historic opportunity for brands to transform themselves into arbiters of meaning. Becoming Chief Meaning Officers, CMOs and other marketing leaders must move beyond simply connecting products and customers with the goal to facilitate transactions – they must now create "meaning" through actions and interactions. A "meaning surplus" will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
Teaching Old Brands New Tricks with Transmedia Storytelling (2/2)Henri Weijo
Henri Weijo (PhD candidate at Aalto University School of Economics, Department of Marketing) explores transmedia storytelling, showing how many of its practices have already become commonplace in today's marketing. However, at the end of the presentation I outline ideas on where brands should be going next to really leverage transmedia. Part 2 / 2.
Henri Weijo's guest lecture on brand communities at Aalto University, Oct. 12th 2011. The lecture discussed some of the philosophical underpinnings of "community" before moving on to discussing brand communities as both a source of academic interest as well as business ventures.
COMMON: A New Brand of Capitalism -- Alex Bogusky, Rob Schuham (FearLess Cottage) and John Bielenberg (Project M) present COMMON, a collaborative brand for social entrepreneurs.
Video presentation here:
http://fearlessrevolution.com/common
http://twitter.com/commonworks
http://facebook.com/fearlesscottage
Side step resistance and get the employee buy-in essential to your company's success. The Action Expedition is a corporate workshop supporting risk management, authentic leadership, diversity and inclusion.
updated! What is the cost of tracking you to the restroom?Yvette Dubel
Step outside the box with this presentation that takes a different view in considering the risks and opportunities offered by Big Data. Thinking forward you are invited to consider new approaches to risk management.
Who needs to pay attention to brand equity and customer attrition?
Let's look at a couple of different examples of how brand equity loss and customer attrition are connected to learn about what that connection means in practical rather than abstract terms.
Could your customer attrition problem be a symptom of larger issues?Yvette Dubel
See Why new approaches to customer attrition and building brand equity are needed. This presentation explores how word of mouth and regional context may be costing you more money to stay in business. It also illuminates the role and evolution of "personal boycotts".
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - discusses the evolution of branding as it pertains to the new social media revolution, by outlining successes and failures in todays mainstream brands.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
In a spin-off of her lively article of the same title, marketing strategist Kelli Schmith shares her down-to-earth perspectives on approaching social media for the first time. If you’ve been tempted (or cajoled) into creating a Facebook fan page or tweeting your latest sales promotion, start with this webinar. You’ll learn what really determines whether you’re ready for social media and what questions you need to ask yourself before you dive in.
In the webinar, we discussed: Why Facebook and Twitter, etc., might (or might not) be the place for everyone. The 2 questions you have to ask (and answer) before you jump in. Three (safe) ways to dip your toe into social media.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
1. The business value of community management.
2. The functions of a community manager from a business perspective.
3. Tips on identifying, hiring, training and managing community managers.
Presentation delivered at General Mills for MIMA on 16 November 2011
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11. Case in Point: ―Dove-Axe Controversy‖
• The days of branding have changed drastically since
the emergence of Web 2.0.
• Companies are not invisible entities, hiding in the
shadows as they broadcast contradictory brand
messages across multiple brands. Web 2.0 has
changed that.
• Inconsistency is a social capital detractor that
provokes reaction
12. ―Dove-Axe Controversy‖
• A Google search yields close to 5000
results
• Mashup protest videos have been posted on
numerous blogs and websites
13. What is the Impact?
Because of this conflict in images & messages
People paid attention to knowing all of the
Unilever’s brands for the purpose of avoiding
them and encouraging others to do so as
well.
14. Imagine the
possibility of
really
brand buzz...
Struggling...
stock value will
suffer long term
People are losing
their fragile
confidence in the
brand... ...damage
done to its
band capital
15. What if quality in Attention
matters?
• In some contexts it is a social capital
detractor
• In other contexts it can enhance & attract
social capital
16. Personal Meaning is the key
• A resilient brand is a
Charismatic brand
• You can not fake meaning
• Good PR does not deliver
meaning
• Hype and buzz can
backfire without meaning
and authenticity
17. Cultural Fusion-Art as Philosophy
Charismatic Brand – one for
which there is no substitute
18. ―…Perhaps the biggest issue at stake in this
emerging age is the ongoing tension between
creativity and organization. The creative
process is social, not just individual…‖
Economist - Joseph Schumpeter
19. Why does your business exist at
this point and time?
20. • To deliver a product/service that makes
money
OR
• To deliver a meaningful product/service that
also makes money
22. Increase sales
Advertise your
products or services
Get new leads Promote your
marketing message
Increase awareness
of your brand Brand building
strategy
30. CSR is a subset of GSR
Global Social Responsibility (GSR)
• ―global altruism,‖
• ―active involvement with society,‖
• ―understanding of
interdependence‖
31. What’s in it for you?
• Positively engage the public that is defining
your brand or legacy in meaningful ways
• Fortify your long term strategies by focusing
on potential
• Reap the rewards of bridging altruism and self
interests
32. Paradigm Shift in overview
• Environmental & Social issues demand
solutions
• Technology has empowered individuals
• The public is empowered to control the
shift
• Creativity powered by technology spreads
ideas faster than ever before
• New technology empowers the public to
compare brand messages to reality
(business operation, and environment/social
impact)
33. One Perspective for
Positioning
Animation- 2 drawings-Limited vision, man
with blinders on, ocean wave rolling in on what
had been a major pedestrian center, he has a
sign saying “buy here”
37. Reality
• Individual emotional reactions dictate behavior
• This can inspire creative expression
• Web 2.0 makes creations easier to find
• Digital creations are persistent, sharing gives
them an extended life
• Integrated technology makes them easier to
share at faster speeds
38. Do you think Desire is the key?
• Traditional marketing wisdom teaches that
desire to buy is the primary goal
• Desire is an expression of Attention, but is
the desire to buy THE MOST Valuable form
of Attention?
39. Desire and Quality of Attention
• In the short term desire to buy can mean
sales, but what about other forms of desire?
• The desire to comment and share, for
example, not even all sharing is equal….
• Automated recommendations during registration
don’t have the same impact as inspired
sharing.
40. Customers
Product
Activists
Evangelists
Gamers &
Artists
Technophiles
(Repeat) Is all Attention Equal?)
41. • Before you can make a sale you have to
get attention
• All Attention is not the same, quality matters
• Some attention diminishes your brand
• While others can enhance it
• You need to understand how high quality
Attention works
• This is where we can help
42. Who do you want to engage?
And why?
Attention Action Engagement
43. Protest ART
Social Capital Detractors
In Software art a new genre of games is
flipping that promotion on its head.
Known as "anti-advergames," the new
titles satirize big companies and question
corporate polices ranging from how
cattle are raised to low pay for workers.
For decades McDonald’s corporation has
been heavily criticized for his negative
impact on society and environment:
rainforest destruction, livelihood losses
in the third world, desertification,
working conditions, food poisoning and
so on…
44. Does it matter?
McDonald's posts $806m loss
McDonald's shares fell 91 cents
McDonald's posts $711.7m loss
S&P 500 futures SPc1 were down 4.40
points
Dow Jones industrial average futures DJc1 were
down 29 points. Nasdaq 100 NDc1 futures
were down 6.75 points.
45. Does it matter?
Lehman Brothers declared bankruptcy
and Wall Street rival Merrill Lynch was taken over
a new financial earthquake driving a global stocks plunge and central
bank intervention.
The US Federal Reserve, European Central Bank and Bank of England
injected tens of billions of dollars into money markets after the fall of the
finance titans under the weight of massive bad loans.
Meanwhile, AIG and others have received billion-dollar bridge loans from
the Federal Reserve
Events are being compared to the crash of 1929 that led to the
Great Depression
What if social responsibility is the key to sustainability?
46. Has ART inspired transparency as a
subculture?
One of the earliest titles in the
nascent genre is Persuasive's
"Disaffected!," which puts players
in the role of managing a FedEx
Kinko's copy franchise.
"There's lots of precedent for this
sort of speech in print, in film
(and) on the Web, but we think
videogames are particularly good
at exposing the underlying logics
of these organizations--how they
work and what's wrong with it."
48. Because
• It spreads among key Emotion-Action oriented groups.
• Connects individuals geared up for inspired action
• The discovery process is exciting
• People go back to the things that have meaning for them
• It is fun to be inspired and to share inspiration!
49. Cultural Fusion Distinction
• Sponsors & Partners are collaborators that INSPIRE variations
of existing artwork – literally infusing passion-love and
attention into each one as a CRM Strategy and meaningful
marketing solution
• This art series benefits, integrates & operates as solutions
for: Eco-sustainability, ending human trafficking, ending hunger,
eliminate of extreme poverty, assistance for AIDS orphans &
deprived children, and community renewal beyond merely being
fundraisers.
50. Cultural Fusion Distinction
• Positively engage the public that is defining your brand in
meaningful ways
• Humanities enrichment with attention to social innovation
presenting an alternative to protest art
• Ongoing and one time opportunities
51. • The arts are a superb means of building
social capital.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138
52. • It is tempting to see the arts as peripheral to
rebuilding community. After all, art exists for
its own sake – valuable for what it is as
much as for what it might do.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138
53. • Beyond the individual effects, the arts allow
for public celebration and exploration of the
meaning of community.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138
54. • The researchers have found that
emotionally- dancing, playing music, and
engaging in other artistic activities bring
more joy than do many other leisure
activities.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138
55. • That joy in turn enhances our willingness to
reach out and connect with others. At least
one study has suggested that involvement in
the arts, including as a spectator, can
prolong your life.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138
56. • In sum, cultural endeavors offer social capital
effects both direct and indirect, immediate
and long lasting. The arts provide a powerful
way to transcend the cultural and
demographic boundaries that divide us and to
find deeper connections.
Saguaro Seminar on Civic Engagement in America. John F. Kennedy School of
Government, Harvard University, 79 JFK St., Cambridge, MA 02138
58. Disney
Consistently maintains a loyal brand community
Others can compete on product to product
basis- shallow attention
But it is that loyal customer base that can’t
wait for the next sequel that makes
competition a non-issue
59. Hoover Vacuum
as Art
• Inspired a legion of individuals as
collectors of antique Hoover vacuums
setting it apart from others
• Whether the company ever embraces
the significance that art plays or not,
the brand is assured a place in art
history and vacuum collections
• Do you have collectors, fans or
customers organizing events to
celebrate (pay attention to) your
products?
60. Partnering with ARTisTs
SICU Founder & Cultural Fusion
member, Tom Merilahti
Cultural Fusion-Art as Philosophy…
"Global Social Responsibility and `Art
with a Purpose’ are great concepts
connected with one another.‖
61. Your Bridge To:
• Art that integrates CSR program
solutions as ingredient in the artwork
• Art properly conceived as Customer
Relationship Management Strategy
• Multilateral Art:Work as Meaningful
Marketing
•Art as Intervention
•Art as Community Enrichment
Cultural Fusion Art Series
63. That depends on who you inspire...
And who you want to pay attention to.
64. • Connection to Deep
Cultural Fusion Knowledge Networks in
Art,Technology & Business
International • Founder Christopher Poizat is
Network of Social a Cultural Fusion member
• INSE has 4000+ members
Entrepreneurs
Synergy Integrated • Founder is a Cultural Fusion
member and resource
Connecting the • SICU has 2000+
Unconnected international business members
65. Elizabeth Debold in “The Business of Saving the World”
―What if - entities, filled with the creative
potential of thousands of human beings, were
to awaken to this new global reality?
66. If businesses were to awaken…it would
have an unprecedented impact—transforming
the world in ways we cannot even imagine.
In fact, some say that it would create
the context for a new level of global
consciousness.
69. Why isn’t everyone an Innovator?
• Not all creativity is equally significant
• The risk of being the first to explore new
ideas can seem scary
• The status quo and its derivatives offer the
illusion of safety in numbers