The document summarizes strategy case studies for several organizations:
- Customer Owned Banking Association shifted from lobbying to consumer activism and redefined themselves.
- Wagner Magnesium Forte 400 targeted young energy drink consumers and sold in petrol stations rather than pharmacies.
- Greater Building Society demonstrated shared regional values with customers and positioned big banks as catering only to cities.
Presentation Jorge Cerveira Pinto Iii Debate Lisbon 2009Dianova
The Use of Cultural and Artistic Events and Contexts in Companies’ Communication Strategies, by Jorge Cerveira Pinto, Managing Director at Agência Inova, at the III Regional Debate EACD Lisbon, 19th may 2009, under the theme "The Art of Cultural Communications"
We invite you to explore Collaborative Consumption in the latest edition of Lacuna Radar Quarterly.This focused report sets out to demystify this disruptive system of shared production and consumption, and identifies key industries and brands embracing Collaborative Consumption. For any innovation manager, brand decision-maker or value-chain designer looking to leverage the power of sharing networks and to learn about the growing importance of reputation as currency, this report is a must-read.
For a link to the reader on our website, follow the link here -http://www.lacunaradar.com/#section-lacuna-radar-quarterly
Warren Buffet on newspapers - 2012 report excerptScott Anderson
Warren Buffet's discussion about why he's investing in newspapers. From his just-releaser letter to Berkshire Hathaway investors about 2012 performance.
A Dollar of Groupon Takes a Dollar Off Your Property Valueedlang
A Dollar of Groupon Takes a Dollar Off Your Property Value (and off a Dozen Neighbors Too). How Discount Deal Sites Depress City Economies. Easy Ways to Encourage Local Competition.
Presentation Jorge Cerveira Pinto Iii Debate Lisbon 2009Dianova
The Use of Cultural and Artistic Events and Contexts in Companies’ Communication Strategies, by Jorge Cerveira Pinto, Managing Director at Agência Inova, at the III Regional Debate EACD Lisbon, 19th may 2009, under the theme "The Art of Cultural Communications"
We invite you to explore Collaborative Consumption in the latest edition of Lacuna Radar Quarterly.This focused report sets out to demystify this disruptive system of shared production and consumption, and identifies key industries and brands embracing Collaborative Consumption. For any innovation manager, brand decision-maker or value-chain designer looking to leverage the power of sharing networks and to learn about the growing importance of reputation as currency, this report is a must-read.
For a link to the reader on our website, follow the link here -http://www.lacunaradar.com/#section-lacuna-radar-quarterly
Warren Buffet on newspapers - 2012 report excerptScott Anderson
Warren Buffet's discussion about why he's investing in newspapers. From his just-releaser letter to Berkshire Hathaway investors about 2012 performance.
A Dollar of Groupon Takes a Dollar Off Your Property Valueedlang
A Dollar of Groupon Takes a Dollar Off Your Property Value (and off a Dozen Neighbors Too). How Discount Deal Sites Depress City Economies. Easy Ways to Encourage Local Competition.
IBM Retail | Meeting the demands of the smarter consumerIBM Retail
New technologies and socioeconomic trends are changing the retail marketplace. Discover the survey results of over 32,000 consumers to find out how their buying behaviors are evolving and what smarter consumers will demand from retailers in the future.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Amplified Records Marketing Plan presentation. Presented on 4.27.07 for Entrepreneurial Revenue course at the Wolff Center for Entrepreneurship at the Univ. of Houston.
A model for corporate sponsorship investment in the Boston community's best non-profit events and institutions with intent for strategic expansion into other key markets.
[mobileYouth] Is it time to rethink customer segmentation?Graham Brown
Get the latest report on segmentation: http://www.youthresearchstore.com/products/report-the-end-of-customer-segmentation
Find more articles like this: http://www.mobileyouth.org
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 3/3, and explores successful case examples of greater organizational transformation with focus on two crucial components to enable business to simply the challenges of tomorrow by working smarter today.
- The two key approaches to organizational transformation within legacies, with focus on traditional banks
- Several case studies of best practice transformation examples
- Implications & actionable starting points for traditional banks to approach transformation in an effective way (minimize risk, maximize cooperation)
IBM Retail | Meeting the demands of the smarter consumerIBM Retail
New technologies and socioeconomic trends are changing the retail marketplace. Discover the survey results of over 32,000 consumers to find out how their buying behaviors are evolving and what smarter consumers will demand from retailers in the future.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Amplified Records Marketing Plan presentation. Presented on 4.27.07 for Entrepreneurial Revenue course at the Wolff Center for Entrepreneurship at the Univ. of Houston.
A model for corporate sponsorship investment in the Boston community's best non-profit events and institutions with intent for strategic expansion into other key markets.
[mobileYouth] Is it time to rethink customer segmentation?Graham Brown
Get the latest report on segmentation: http://www.youthresearchstore.com/products/report-the-end-of-customer-segmentation
Find more articles like this: http://www.mobileyouth.org
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 3/3, and explores successful case examples of greater organizational transformation with focus on two crucial components to enable business to simply the challenges of tomorrow by working smarter today.
- The two key approaches to organizational transformation within legacies, with focus on traditional banks
- Several case studies of best practice transformation examples
- Implications & actionable starting points for traditional banks to approach transformation in an effective way (minimize risk, maximize cooperation)
In my Advertising and Promotions class we worked with Wells Fargo to create a marketing campaign for the opening of a new branch. Our tasks were to create a unique campaign that would raise awareness and draw in new households to the branch. By combining our marketing knowledge and previous experiences, we created a few noteworthy strategies allowing us to meet our objectives.
How multinational businesses can keep up with the new global consumer.
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Rising Billion is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
Connected Economists is a brand new economics magazine, written by students for students. The four editors, all current A-Level students from schools across the UK, have created this free magazine for the benefit of other like-minded students to educate, entertain and inform with a wide range of articles, book reviews and interviews with leading economists. Articles have been kindly contributed by students from around the world, creating a truly global perspective
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
1. Marius Donnestad
Strategy Case Studies
~
Customer Owned Banking Association
V Energy Drink
The Greater Building Society
Wagner Magnesium Forte 400
And more...wo-hoo!
~mariusforplanner.com~
2. Customer Owned Banking Association (C.O.B.A.)
From Conservative Lobbyists to Consumer Activists
C.O.B.A. is the industry organisation for mutuals, building societies and credit unions, its main activity being to lobby federal and state Governments.
While given a wide range of objectives by their members, their focus lately has been to get the Coalition to commit to conducting an independent inquiry
into the financial sector, as well as influencing its terms of reference.
3. The Background
The Challenge
C.O.B.A. NEEDED TO ENGAGE THE VOTING PUBLIC
IN THEIR CAUSE IN ORDER TO GET GRASS-ROOT
SUPPORT THAT COULD BE CONVERTED INTO
LEVERAGE ON THE POLITICAL STAGE.
HOWEVER, WHILE THE PUBLIC WOULD BE THE
ULTIMATE BENEFACTOR OF SUCCESSFUL
LOBBYING, CREATING PASSION FOR THE DRY AND
COMPLEX TECHNICAL DETAILS OF SOMETHING
LIKE A FINANCIAL INQUIRY WOULD BE HARDER
THAN SQUEEZING BLOOD FROM A STONE.
The Insights
People care about their hip pockets, but not if it requires
too much mental effort.
We had to find a way of getting people to emotionally
engage with a bunch of lobbyists and make their efforts be
perceived as important and personally relevant.
The conservative financial organisation had to step out of
their comfort zone, and show they were fighting for the
people, not just for a bunch of banks...
4. The STRATEGIC IDEA
Relaunch COBA as a
CONSUMER ACTIVIST
organisation
...redefining who COBA is and what they do...
From this:
To this:
5. The Strategy in more detail
C.O.B.A. shed its dark suit and took up the fight for fair and ethical banking for all Australians.
This overarching goal is achieved through three core streams of activities:
1. TAKING on the BIG FOUR BANKS, as well as the POLITICIANS who enable their abuse of
power, and various other unethical practices, through unfair legislation that disables free competition.
2. PROVIDE information about the ALTERNATIVE BANKING sector - where people come
before profit - and provide advice to those who wish to make the switch from traditional banking.
3. LOBBYING is now only one of three streams of core activities - this is where C.O.B.A. leverages grass-
root engagement to fight for their members’ cause. This is where they get to wear their suits.
6. ...TAKING C.O.B.A VERY FAR FROM THE COMFORT OF
THE BOARDROOM, BUT ULTIMATELY CREATING A
MORE HUMAN AND RELEVANT BRAND
7. The Creative Brief
When campaigns and tactics were driven by a purpose
above and beyond the day-to-day activities, C.O.B.A. was
allowed to free their minds and rethink every aspect of
their communication.
By taking their cues from organisations such as GetUp!,
Amnesty, Greenpeace and Anonymous, they had a clear
direction for everything from look & feel; personality and
media channels - yet they still had ample room for
innovative creative executions.
Traditional media were rejected in favour of content-based
ideas that would be shared in social media and covered in
mass-media.
This was made possible by championing a cause which
rarely fail to engage:
The abuse of power by big corporations, enabled by
politicians, the victims of which are everyday Australians
8. V Energy Drink
Fight for your right - not to party, but for a better future
This was a project that never made it to the actual client.
9. The Background
The Challenge
THE ENERGY DRINK CATEGORY HAD BECOME
INCREASINGLY COMPETITIVE AND HOMOGENOUS,
WITH EVERY PLAYER PROFESSING PHYSICAL
INVIGORATION, AND COLLECTIVELY CHASING
EVERY AND ANY PROPERTY WITHIN THE FIELDS OF
MUSIC, EXTREME SPORTS AND NIGHTLIFE.
PROVIDING AMPLE OPPORTUNITY FOR AN
ENERGY DRINK BRAND TO BE BRAVE AND
CHALLENGE THE CONVENTIONS.
The Insights
Consumers of energy drinks represented a wider range of
demographics than one would think looking at the
category’s marketing output. Soon there would be an equal
male-female split, and 30+ was the fastest growing
segment.
And, importantly, a large proportion of energy drinks was
consumed with the purpose improving mental
performances at places like universities and offices.
In other words, not all of us wish to parachute out of
spacecrafts.
10. Introducing: THE GUARANA PLANT;
containing a form of concentrated
energy, it’s an essential, active
ingredient in V.
It is a renewable and sustainable
form of energy, native to, and
found only in:
THE AMAZON:
THE LUNGS OF THE WORLD
11. The STRATEGIC IDEA
PURE ENERGY!
The brains of V drinkers are fueled by
CONCENTRATED energy from the PUREST
place on earth.
Cool, that’s a really promising start. However it’s
not quite there just yet.
V, after all, energises the girl who studies rather
than parties all night, and the guy who reads
books rather than Zoo magazine, and will
therefore need to engage their customers at an
intellectual level. Through something they care
deeply about.
So, let’s see where Pure Energy can take us...
12. If V is serious about energy, why not put into practice
some of that cheekiness for which they’re well known, and
start talking about V as
not just a DRINKS COMPANY who happen to also provide
energy
but as an ENERGY COMPANY whose mode of delivery
just so happens to be a drinks bottle
THEN WHAT....?
What if...?
OLD COMPETITORS:
NEW COMPETITORS:
Then we get some new competitors...
...and they are being very, very naughty
15. The Strategy in more detail
V now has a cause. Above and beyond itself. Something worth spending
advertising dollar on. Something their customers could relate to and care about:
V will not stand by and watch our competitors giving energy a bad name -
V will fight for the future of our planet: home to our customers as well as our own
source of renewable energy.
V will tirelessly point out our competitors’ many “mistakes”, and energise their
customers so that they can join V in creating positive and real change.
16. The Creative Brief
This positioning opens up a plethora of creative opportunities,
be it campaigning against corrupt oil companies, war
mongering politicians or the hypocrisy of other, so-called
“green’, brands.
As long as it’s done with a cheeky sense of humour, the
creative direction is guided more by a worthy cause and
current affairs than by corporate style guides, lofty one-
word “brand essences” and Roy Morgan data, making for
a richer, more unique and more authentic brand.
(And, if it’s a quiet news week, they can always create
some Gina Reinhardt memes to seed through their social
media channels.)
17. Greater Building Society (The Greater)
Don’t underestimate the power of a common enemy
Greater Building society is a regional bank with a strong presence in NSW, particularly in the Hunter and the Illawarra regions. While offering much the
same products as any traditional bank, their origin as a building society means they are essentially owned by their customers, with all profits going back to
its members and their communities. In other words a very different ethos from that of the profit driven Big Four banks.
18. The Background
The Challenge
WITH LOW AWARENESS, OLD BRANCHES, NO
UNIQUE PRODUCTS AND AN INFERIOR ONLINE
OFFER, GREATER WAS LOSING OUT TO THE BIG
FOUR BANKS. UNABLE AT THIS STAGE TO ADDRESS
ANYTHING BUT THEIR COMMUNICATION, THEY
WANTED TO CREATE A STRONGER CONNECTION
WITH PEOPLE AT A BRAND LEVEL.
AND NO CONNECTION IS STRONGER THAN THAT
BASED ON A SHARED SET OF VALUES AND A
COMMON ‘ENEMY’.
The Insights
With their regional origins and footprint, as well as their
building society credentials, The Greater shares a set of
values - a mindset - with people in the regions.
In our society, anything ‘big-city’ quickly becomes the
‘default’, with its elites and media defining and leading the
country’s discourse. The Big Four banks represent the
ultimate manifestation of this unsympathetic mindset.
Frustrated by big-city arrogance and dominance, people
in the regions - in order to construct a positive identity -
inevitably develop a world view which is in direct
opposition to that of the big cities.
These two opposing world views were defined and
referred to as the Corporate and Community mindsets...
19. PROFIT VS. PEOPLEME VS. US
SUPERFICIAL VS. AUTHENTIC
VANITY VS. DOWN TO
EARTH
IMPERSONAL VS. LOCAL PRIDE
LAZY VS. HARD
WORKING
ETC.
20. The STRATEGIC IDEA
Demonstrate a shared COMMUNITY
mindset with their regional customers
A connection between The Greater and their
customer would be forged - their underdog
status bringing them together in the never-
ending battle for pride and superiority against
the powerful, but morally corrupt, big city
people and their big banks.
This would position The Greater as the natural
choice for people in the regions.
Crucially, it would also reposition the Big Four
Banks as catering only to their opposites: the
superficial and arrogant city-lickers.
21. The Creative Brief
It’s easy for a brand to say ‘we’re just like you’. So The
Greater couldn’t simply talk about a shared mindset, they
also had to demonstrate exactly how they offer value to
their customers.
The creative brief therefore focused on how the two
mindsets differed in the context of the local economy.
The Corporate Mindset - characterised by short-term profit,
competition, individualism and survival of the fittest - leads
to cold, impersonal and dysfunctional communities.
A bank that adheres to the Community Mindset, on the other
hand, is a natural fit with economies where every
participant works together for the common good of the
entire community.
22. Wagner - Magnesium Forte 400
From pharmacies to petrol stations
Wagner is an Australian producer of minerals and supplements. You haven’t heard of them you say? I’m not surprised...
23. The Background
The Challenge
DRIVEN BY A FASCINATION FOR ANYTHING
ALTERNATIVE, MINERALS & SUPPLEMENTS
HAVE BEEN THE NEW BLACK FOR THE LAST
FEW YEARS, MAKING IT A COMPETITIVE CATEGORY.
THERE ARE MORE THAN 25 BRANDS FIGHTING FOR
WHATEVER SHELF SPACE IS LEFT OVER FROM
THE THREE BRAND LEADERS.
WAGNER IS ONE OF THEM, AND THEY WERE JUST
ABOUT TO INTRODUCE YET ANOTHER
MAGNESIUM TABLET TO THE MARKET.
The Insights
The vitamins and minerals market is confusing, with all
sorts of dubious claims of efficiency, with limited to no
possibility for the average consumer to know what works
and what doesn’t.
The category is extremely homogenous, with brands
claiming the same benefits for the same people,
distributed through the same channels, their packaging
looking virtually identical.
Giving Wagner many rules to break...
24. Faced with this, why on earth would
anyone choose a brand like...
...when they can go with one of the safe choices...Wagner?...
25. BUT, WHAT DOES MAGNESIUM REALLY DO?
It relaxes you
It lowers your heart rate
It calms nerves
But who, apart from the traditional Blackmores
and Swisse customers would be into something
like that...?
HOW ABOUT
THESE GUYS?
26. The STRATEGIC IDEA
RETHINK the entire VMS category,
from PRODUCT and CUSTOMERS,
to DISTRIBUTION and ADVERTISING
BASED on the effects of magnesium, Magnesium
Forte 400 would be pitched at a young males
(and females) in general, and consumers of
energy drinks in particular.
THING WAS, these guys don’t really hang out at
pharmacies...
...which was great because that meant it could be
sold at petrol stations instead...
NEITHER do they respond well to the type of
communication favoured by the VMS category...
...which was great, because that meant they had
an excuse to get creative
27. The Strategy in more detail
Introducing Mg - Australia’s first*
ANTI-ENERGY DRINK
(**Ok, it would probably look a bit cooler)
**
(*Apparently, a significant market for anti-energy
drinks has emerged after I had this idea. Damn it!)
JUST SO THAT YOU CAN, YOU KNOW:
Calm down before those stupid exams
Chill out before that big date
Come down after a day of jumping out of
spacecrafts and other extreme sports
Take the edge off that epic hangover
Lower your heart rate after having had too
many RedBulls
29. BUPA HEALTH INSURANCE
The Background
BUPA WANTED TO DEVELOP A
PRODUCT AND SERVICES
OFFERING FOR THEIR MANY
RETAIL OUTLETS, WHICH WERE
ONLY UTILISED FOR CLAIMS
PROCESSING.
THIS OFFER WAS TO
DEMONSTRATE THEIR
PROPOSITION: “HELPING YOU
LEAD HEALTHIER AND HAPPIER
LIVES”.
The Insights
Australians were becoming
increasingly health-conscious as was
particularly evident in fitness and diet
trends.
We found that the most valuable
customer to target a retail offer at
would be women with young kids
(most health-conscious, high level of
claims, family has long potential
future with BUPA).
The Strategy
We developed a brand new service
which we called
THE HEALTH PLANNER.
Taking place in-store with a
registered nurse, this is a low-barrier
service consisting of physical tests,
online questionnaire and private
consultation, which leads to a
personal health plan that deals with
all aspects of the person’s life - e.g.
nutrition, exercise, sleep and stress
management.
30. PIG’S EAR - CRAFT-BEER
The Background
THIS CRAFT-BEER IS THE
RESULT OF ONE MAN’S
PASSION FOR HOME-BREWING.
STARTING OUT IN A GARAGE IN
REDFERN IT IS IN THE PROCESS
OF BEING COMMERCIALISED.
IT IS HOWEVER BUT ONE OF
MANY, MANY CRAFT-BEERS
AND MICRO-BREWS AVAILABLE
IN ADDITION TO THE GREAT
QUALITY, A DISTINCT BRAND
WAS REQUIRED.
The Insights
Beer is potent cultural currency -
one’s choice of which says a lot
about who you are (or would like to
be perceived as)
You’re either a down-to-earth Aussie
bloke swearing to VB, Toohey’s or
Carlton Draught - or a pretentious
hipster drinking craft-beer
The result is that great quality beer is
essentially unavailable to the majority
of Australians.
There was a gap in the market, and
Pig’s Ear was well placed to fill it...
The Strategy
Pig’s Ear thinks everyone should be
allowed to enjoy a craft-beer without
worrying about what anyone says.
Their mission:
DEMOCRATISING CRAFT-BEER
Pig’s Ear will be a cheeky and
opposing voice to the pretentiousness
of the foodie and winey cultures.
The flagship brew became Garage
Ale and the tagline Straight Out’ta
Redfern - hinting at a no-nonsense
attitude. They would be open about
supermarket ingredients and share,
rather than mystify, their brewing
process.
31. DYMOCKS BOOKS
The Background
STRUGGLING AGAINST THE
ONLINE GIANTS AND WITH NO
TIME AND MONEY TO ADDRESS
THEIR ONLINE OFFERING, A
CAMPAIGN WAS NEEDED THAT
ENCOURAGED PEOPLE TO BUY
BOOKS THE OLD-FASHIONED
WAY.
The Insights
60% of books sold at Dymocks were
purchased as gifts.
And while Amazon can recommend
books for you, it comes to short when
you need help selecting a book for
your aspiring artist of a nephew or
sewing enthusiast of a grandmother.
The Strategy
Supported by their great range of
books and knowledgeable and
passionate staff, the proposition
became:
DYMOCKS MATCHMAKER - There’s
a book for everyone, and we help you
find it.
This tapped into the almost romantic
experience of getting lost in a book
as well as giving people a good
reason for shopping at Dymocks.
32. IN ORDER FOR BRANDS TO TRULY BECOME PART OF CULTURE AND
BECOME RELEVANT TO PEOPLE, I BELIEVE WE MUST:
CHALLENGE CONVENTIONS. QUESTION EVERYTHING. ESPECIALLY ROY
MORGAN DATA. DARE TO BE DIFFERENT. DARE TO FAIL. LOOK OUTSIDE
PRODUCT CATEGORIES FOR INSPIRATION. REALISE BRANDS ARE NOT AT
THE CENTRE OF PEOPLE’S LIVES. DEVELOP BRANDS WITH A PURPOSE
ABOVE AND BEYOND SELLING STUFF. STOP BRIBING PEOPLE TO
‘PARTICIPATE’. SURF. REFRAME WHAT YOU DO. MAKE BRANDS FAMOUS
BEFORE STARTING A DIALOGUE WITH EVERY SINGLE CUSTOMER. STOP
TRYING TO BE LOVED. LIKED IS GREAT. ONLY FACEBOOK LIKES DON’T
CUT IT. DEVELOP BRANDS WITH COMPLEX PERSONALITIES, NOT
MISGUIDED SIMPLICITY. WATCH TARANTINO MOVIES. DEAL WITH THE
FACT THAT NOT ALL BRANDS CAN TALK AND ACT LIKE A HIPSTER. DRINK
WINE. ASK, ‘HOW EXACTLY WILL THIS PIECE OF COMMUNICATION
CREATE CHANGE?’. PROMOTE VALUES, NOT PHYSICAL OR EMOTIONAL
‘BENEFITS’. CONDUCT CULTURAL AND ACADEMIC RESEARCH. DON’T TRY
TO BE APPLE. ESPECIALLY IF YOU’RE AN FMCG BRAND. CHEERS! MARIUS
That’s it!