Today's media world is thrilling, captivating and full of challenges for brands - a revolution in brands and people's behavior in fact. But as in all revolutions, it's sometimes difficult to get a clear view of what's going on. And so, dear readers, TBWA's strategy department was looking for patterns and similarities from different discussions and has attempted to sum up the revolution in 135 slides. Our goal is to explore the different ways of tackling today's communication challenges - and to show how successful brands are switching from brand-centric to audience-centric behaviour. Inspired by many different people and brands, it intends to spark a conversation about the need for Media Arts, and how it is ingrained with the theory of Disruption. Ready? Visit www.mad-blog.com
TBWA quote compilation on change on mad-blog.commad blog
Some Brands don't like change.
Change doesn't much care.
Today the people live in the network era,
while lots of brands stick in the industrial age,
relying on industrial strategies, tactics & metrics.
If brands don't want to loose touch with their customers they must stop walking the industrial walk and change the ways how they operate and communicate.
But how?
An answer is swirling around in bits and pieces, as lots of different, savvy people already shared interesting and inspiring thoughts about how brands should change.
We simply put those statements togehter to unfold the whole story.
Source: mad-blog.com
The following presentation highlights a few interesting aspects of the current disruptive zeitgeist and is rather meant to be a ‘tango with the terminology’ than a complete discourse on the topic. As a former copywriter, creative director and entrepreneur in Germany, Austria and in South Africa, I want to kick off a conversation with you around creative disruption, change, giants, misfits, implications for advertising, and how I fit into the big picture to serve and benefit your business. Enjoy the ride!
TBWA quote compilation on change on mad-blog.commad blog
Some Brands don't like change.
Change doesn't much care.
Today the people live in the network era,
while lots of brands stick in the industrial age,
relying on industrial strategies, tactics & metrics.
If brands don't want to loose touch with their customers they must stop walking the industrial walk and change the ways how they operate and communicate.
But how?
An answer is swirling around in bits and pieces, as lots of different, savvy people already shared interesting and inspiring thoughts about how brands should change.
We simply put those statements togehter to unfold the whole story.
Source: mad-blog.com
The following presentation highlights a few interesting aspects of the current disruptive zeitgeist and is rather meant to be a ‘tango with the terminology’ than a complete discourse on the topic. As a former copywriter, creative director and entrepreneur in Germany, Austria and in South Africa, I want to kick off a conversation with you around creative disruption, change, giants, misfits, implications for advertising, and how I fit into the big picture to serve and benefit your business. Enjoy the ride!
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
SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
7 top technology trends and what they mean for brand experienceJack Morton Worldwide
Technology drastically impacts every aspect of the world around us these days, but it's harder than ever to integrate technology into live experiences in ways that are relevant, effective and above all seamless.
Discover our top technology trends and what they mean for brands, marketers and brand experience.
The team at Contagious Magazine spends its days finding, filtering and reviewing the most innovative exercises in branding, technology, and popular culture, and delivering our collective wisdom to our beloved subscribers.
Once a year, we round up the highlights, tell you what's important and why, and push it out to the world, for free.
Welcome to Most Contagious, the only retrospective you'll ever need. Available on a beautiful website here: http://www.mostcontagious.com
www.contagiousmagazine.com
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.
It was difficult to avoid the concept of crowdsourcing in 2009. Books were written, contests were held, agencies were formed and ultimately, sides were taken. But for me the jury is still very much out on crowdsourcing. No, not in the ‘is it a fad, or here to stay’ sense, I think the answer there is clear. Crowdsourcing has actually been around for a while and it is here to stay. Rather, I’m still conflicted regarding its effectiveness and more specifically, how is it being used (and misused) and what new forms will it take as more people experiment with the concept.
Digital Thinking on Marketing, Branding and CampaigningTom De Bruyne
Lecture I did for the Rotterdam School of Management on March 19th 2013 on how the disruption of digital challenges us to rethink marketing, branding, advertising and campaigning.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Brand Building fundamentally remains unchanged. However there are certain principles that need to evolve. The key change is a brand's ability to tell a story. Have you defined your brand's positioning in an effective way to be able to narrate the right stories?
Read the commentary behind this SlideShare here: http://incito.syedabdulkarim.com/2013/08/brand-storytelling/
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.
Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.
PN London and a team of experts has been analyzing some of the key themes emerging from this year's SXSW.
For more information, please email Philip Honour on philip.honour@porternovelli.co.uk
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
Audience Expansion for Online Social Network Advertising - KDD 2016Kun Liu
Online social network advertising platforms, such as that provided by LinkedIn, generally allow marketers to specify targeting options so that their ads appear to a desired de- mographic. Audience Expansion is a technique developed at LinkedIn to simplify targeting and identify new audi- ences with similar attributes to the original target audi- ence. We developed two methods to achieve Audience Ex- pansion: campaign-agnostic expansion and campaign-aware expansion. In this paper, we describe the details of these methods, present in-depth analysis of their trade-offs, and demonstrate a hybrid strategy that possesses the combined strength of both methods. Through large scale online exper- iments, we show the effectiveness of the proposed approach, and as a result, the benefits it brings to the whole market- place including both LinkedIn and advertisers. The achieved benefits can be characterized as: 1) simplified targeting pro- cess and increased reach for advertisers, and 2) better uti- lization of LinkedIn’s ads inventory and higher and more efficient market participation.
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
SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
7 top technology trends and what they mean for brand experienceJack Morton Worldwide
Technology drastically impacts every aspect of the world around us these days, but it's harder than ever to integrate technology into live experiences in ways that are relevant, effective and above all seamless.
Discover our top technology trends and what they mean for brands, marketers and brand experience.
The team at Contagious Magazine spends its days finding, filtering and reviewing the most innovative exercises in branding, technology, and popular culture, and delivering our collective wisdom to our beloved subscribers.
Once a year, we round up the highlights, tell you what's important and why, and push it out to the world, for free.
Welcome to Most Contagious, the only retrospective you'll ever need. Available on a beautiful website here: http://www.mostcontagious.com
www.contagiousmagazine.com
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.
It was difficult to avoid the concept of crowdsourcing in 2009. Books were written, contests were held, agencies were formed and ultimately, sides were taken. But for me the jury is still very much out on crowdsourcing. No, not in the ‘is it a fad, or here to stay’ sense, I think the answer there is clear. Crowdsourcing has actually been around for a while and it is here to stay. Rather, I’m still conflicted regarding its effectiveness and more specifically, how is it being used (and misused) and what new forms will it take as more people experiment with the concept.
Digital Thinking on Marketing, Branding and CampaigningTom De Bruyne
Lecture I did for the Rotterdam School of Management on March 19th 2013 on how the disruption of digital challenges us to rethink marketing, branding, advertising and campaigning.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Brand Building fundamentally remains unchanged. However there are certain principles that need to evolve. The key change is a brand's ability to tell a story. Have you defined your brand's positioning in an effective way to be able to narrate the right stories?
Read the commentary behind this SlideShare here: http://incito.syedabdulkarim.com/2013/08/brand-storytelling/
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.
Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.
PN London and a team of experts has been analyzing some of the key themes emerging from this year's SXSW.
For more information, please email Philip Honour on philip.honour@porternovelli.co.uk
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
Audience Expansion for Online Social Network Advertising - KDD 2016Kun Liu
Online social network advertising platforms, such as that provided by LinkedIn, generally allow marketers to specify targeting options so that their ads appear to a desired de- mographic. Audience Expansion is a technique developed at LinkedIn to simplify targeting and identify new audi- ences with similar attributes to the original target audi- ence. We developed two methods to achieve Audience Ex- pansion: campaign-agnostic expansion and campaign-aware expansion. In this paper, we describe the details of these methods, present in-depth analysis of their trade-offs, and demonstrate a hybrid strategy that possesses the combined strength of both methods. Through large scale online exper- iments, we show the effectiveness of the proposed approach, and as a result, the benefits it brings to the whole market- place including both LinkedIn and advertisers. The achieved benefits can be characterized as: 1) simplified targeting pro- cess and increased reach for advertisers, and 2) better uti- lization of LinkedIn’s ads inventory and higher and more efficient market participation.
Crowdfunding como aliado del emprendedor: claves y casos de éxitoBlackBoxInnova
Presentación utilizada en el Máster en Dirección Comercial y Marketing de ENAE (Murcia) el 2 de Marzo de 2012.
Creative Commons: reconocimiento-nocomercial-compartirigual
Esta es la relación de items con su descripción y listado de precios que se encuentran a la venta. Hay disponibles una cocina industrial, estufa, mesas de trabajo, enfriadores, puffs, sillas, mesas, reflectores y muchos elementos más. Excelente estado y excelentes precios.
The technologies and people we are designing experiences for are constantly changing, in most cases they are changing at a rate that is difficult keep up with. When we think about how our teams are structured and the design processes we use in light of this challenge, a new design problem (or problem space) emerges, one that requires us to focus inward. How do we structure our teams and processes to be resilient? What would happen if we looked at our teams and design process as IA’s, Designers, Researchers? What strategies would we put in place to help them be successful? This talk will look at challenges we face leading, supporting, or simply being a part of design teams creating experiences for user groups with changing technological needs.
An immersive workshop at General Assembly, SF. I typically teach this workshop at General Assembly, San Francisco. To see a list of my upcoming classes, visit https://generalassemb.ly/instructors/seth-familian/4813
I also teach this workshop as a private lunch-and-learn or half-day immersive session for corporate clients. To learn more about pricing and availability, please contact me at http://familian1.com
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
Transmedia is a buzz word that’s been in use for a while now, and the idea behind it goes back many decades. But from Hollywood to Madison Avenue, we’re seeing more and more content creators adopting transmedia practices: creating stories, characters or themes that arc over various platforms, providing consumers with multiple entry points. For marketers, transmedia presents new opportunities for creatively engaging audiences—with the potential to enhance brand mythology and create more brand evangelists.
This report takes a look at why this trend is bubbling up right now, how it’s significant for marketers and where it’s going. It includes a half-dozen case studies, insights from transmedia experts, a guide to finding more information (from events to podcasts to books and video clips) and a timeline charting some milestones in transmedia’s evolution.
You can download the full report here: http://www.jwtintelligence.com/trendletters2/
Video available via this link: https://www.facebook.com/photo.php?v=10200377851621524
Case Study in Social Media presented by:
Nadim Khater, CCO, touch Lebanon
Omar Abou Ezzedine, Deputy General Manager, Cleartag
at ArabNet Beirut 2013, March 20-22
Beirut, Lebanon
KEYNOTE (ScreenMediaExpo 2011): If your digital screens’ message cannot reach more than 20 feet, who cares?
In an ever more connected world, marketers must reach their customers/audiences across multiple channels, devices and platforms.
As if this wasn’t challenging enough, the consumer no longer tolerates pushed messages or one way communications with brands. Instead, the consumer has the remote control (aka a phone) and shapes a dialogue with brands via Likes, Comments, Friends and Fans.
How can Digital Place Based-Screens better connect and foster these dialogues to deliver value to venues and consumers?
Stephen will use case studies that reveal lessons and best practices from the multiple perspectives of brands/advertisers, location owners/managers and digital out-of-home network owners.
Learning outcomes:
Stephen's keynote will provoke the critical questions for anyone in a DOOH business and suggest a path to a more connected DOOH strategy.
How to leverage location-based services to service locations (sounds obvious, but is it?)
Why a failure to understand the impact of social media could cost you your business.
In a fast moving mobile and social technology landscape, should you build or buy your solutions?
Social media, emerging platforms and online advertisingMarketingatBahrain
Boye Balogun - Regional Director, Head of Digital MENA; Mindshare presented Social Media, Emerging Platforms And Online Advertising at Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
Presentation at iStrategy London. A new framework to replace the traditional 4Ps of Marketing. A terrific guideline for brands who are looking to be more adaptive to the changing landscape of consumer behavior and technology.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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.
Memorandum Of Association Constitution of Company.pptseri bangash
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
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As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
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.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) 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.
𝐓𝐉 𝐂𝐨𝐦𝐬 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
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
1. THE AUDIENCE IS ALWAYS RIGHT
HOW PEOPLE'S BEHAVIOUR CHANGE THE WAY BRANDS WILL DO MARKETING
T BWA
2. THE CHANGE IN PEOPLE’S BEHAVIOUR
WHAT CANGES FOR BRANDS
WHAT BRANDS SHOULD DO
A NEW APPROACH
CHANGE TO MEDIA ART
3. “We are at the beginning of the most
exciting time the advertising business has
ever seen. While lots of people are talking
about the challenge of the multi-media
future, I believe it is the biggest opportunity
for creative minds since the ‘60’s.”
Lee Clow, Director of Media Arts, TBWA Worldwide
9. BUT THE OLD MEDIA WORLD WILL NOT DIE. IT WILL JUST
SHRINK AND NEW MEDIA WILL BECOME EQUAL.
“As long as there are sofas
there’ll be TV.”
Rupert Murdoch, Global Media Entrepreneur
10. “We will see neutral evaluation of all
media formats. There is no primary
role for linear TV any more.”
“The end of advertising as we know it”, IBM Corp., 2007
11. “Technology is shifting the power away
from the editors, the publishers,
the establishment, the media elite.
Now it‘s the people who are in control.”
Rupert Murdoch, Global Media Entrepreneur
12. NOW THE PEOPLE CAN (AND MUST) CHOOSE
THE WHAT, WHEN AND WHERE.
13. NOW PEOPLE HAVE THE POWER TO PRODUCE,
DUPLICATE AND DISTRIBUTE THEIR OWN IDEAS.
14. NOW PEOPLE NO LONGER WAIT AT THE END
OF THE LINE FOR SOMETHING TO HAPPEN.
16. PEOPLE SHARE, TALK AND AGGREGATE.
Publish Share Discuss Social Networks
Lifestream Social Games
SOCIAL MEDIA
Livecast Virtual Worlds Microblog MMO
Source: FredCavazza.net
17. AND PEOPLE DO ALL THAT FOR, WITH OR
AGAINST BRANDS.
FOR WITH AGAINST
18. SO PEOPLE TODAY ARE MORE THAN JUST CONSUMERS.
THEY PLAY DIFFERENT, ACTIVE ROLES FOR BRANDS.
CONSUMER CONSUMER
PRODUCER
PARTICIPANT
MULTIPLIER
COMMUNITY
Source: inspired by David Armano “Micro Interactions + Direct Engagement”, 2008
19. “Consumers are beginning in a very
real sense to own our brands
and participate in their creation …
We need to begin to learn to let go.”
A.G. Lafley, CEO and Chairman, Procter & Gamble
22. BRANDS ARE USED TO BUYING VISIBILITY IN MASS-MEDIA
AND REPEATING A MESSAGE TO TARGET GOUPS.
BRAND
23. FOUR CHANGES IN PEOPLE’S MEDIA BEHAVIOUR WILL LEAD
TO THIS MODEL INCREASINGLY FAILING TO DELIVER.
BRAND
24. FIRST CHANGE: FRACTAL MEDIA USAGE.
Brands have to deal with
BRAND people who spend more
time with more media in
different ways.
25. TODAY MORE AND MORE MEDIA POSSIBILITIES ARE
AVAILABLE.
ANALOGUE DIGITAL NETWORKED DIGITAL
Personal Video Recorder
Digital Radio
Flat Screen TVs Networked
DVD Players
Removable Storage
Notebook & Tablet PC
IPTV Set-top Box
PDAs eBooks
Media PC
Personal Video Recorder
Multi-media
Mobile Phones
Games Consoles Portable Games Consoles
Portable
Media
Digital Imaging Devices Player
MP3 Player
27. INTER MEDIA VIEW: IN GENERAL THE PEOPLE SPEND MORE
TIME WITH MORE MEDIA POSSIBILITIES.
Hours per week spend with media (US).
Internet
60h
Digital TV
40h
Analogue TV
20h Games
Outdoor Media
Digital Radio
Analogue Radio
Cinema
Print
1900 1920 1940 1960 1980 2000 2020
Source: Carat 2008.
28. BUT PEOPLE SPEND THEIR TIME WITH MEDIA
DIFFERENTLY.
700
Minutes per day spend with media (US).
600
Broadcast TV
500 Playback via VCR
Console Game
DVD or VCR
400 Mobile Web
Mobile Texting
Mobile Talk
300 Any Landline
Instant Messanger
Computer Video
200
Email
Software
Web
100
Magazine
Book
Newspaper
0
15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 Age
Source: Video Consumer Mapping Study , AC Nielsen 2009.
29. SO IN GENERAL PEOPLE’S MEDIA-PREFERENCES BECOME
MORE FRACTAL.
Minutes per day spend with media (US).
30
Any Landline
DVD or VCR 30
20 Console
Games
Mobile Talk 20
10 Playback
via DVR 10
Mobile Web Mobile Texting
age 20 30 40 50 60 70 80
Web 60
40
Software
30
40
Email
20
20 Books
Instant Messenger
Newspaper 10
Computer Video Magazine
age 20 30 40 50 60 70 80
Source: Video Consumer Mapping Study , AC Nielsen 2009.
30. INTRA MEDIA VIEW: WITH THE GROWING OPTIONS
WITHIN A CERTAIN MEDIUM...
Average TV channels (in US Homes)
100
75
50
25
1940 1990 2000 2006 2008
Source: The Nielsen Company
31. ... THE TIMESPENT PER CHOICE DROPS.
60 hrs 14 hrs
Weekly Television Usage (US)
Weekly set usage
10 hrs
40 hrs
Weekly time per channel
6 hrs
20 hrs
2 hrs
1950 1960 1970 1980 1990 2000 2005
Sources: Media Dynamics and Bear Stearns.
32. SECOND CHANGE: INDIVIDUAL MEDIA USAGE.
Brands have to deal
with people who are
using media on their BRAND
own terms and
schedules.
33. “We don’t want 1000 channels.
We want the one we want to watch.”
Nicolas Negroponte, MIT Media Lab
34. PEOPLE DECIDE INDIVIDUALLY ABOUT THE WHEN,
WHAT AND HOW OF MEDIA.
“People access content on their own schedule,
wherever they are, in all kinds of ways.”
Leslie Moonves, President and CEO of CBS Corporation.
“They will be looking to consume content
on their terms, and in forms and shapes and platforms
that suit their needs.”
Richard Halton, Controller of Business Strategy for the BBC.
35. WHEN: THERE IS NO LONGER A SET TIME WHEN PEOPLE
CONSUME MEDIA - PRIMETIME DROPS.
Percentage of U.S. homes tuned to
Big Three broadcast networks
50% (ABC, CBS and NBC) in prime time.
40%
30%
20%
1970 1980 1990 2000 2004
Source: Nielsen Media Research.
36. WHAT: THERE IS LESS ‘BIG CONTENT’ WHICH MOST PEOPLE
FIND INTERESTING - BLOCKBUSTERS DROP.
Share of audience tuned Number of albums Average quarter hour
in to No. 1 TV show. going gold or platinum. share of mainstream rock.
1,000
50%
16
600
30% 14
12
10% 200
’61 ’71 ’81 ’91 ’01 ’98 ’00 ’02 ’04 Fall ‘98 Fall ‘00 Fall ‘02 Fall ‘04
Source: Nielsen Media Research Source: Recording Industry Association of America Source: Arbitron
37. HOW: THERE IS FEWER MEDIA THAT MOST PEOPLE
PREFER USING – ONE-SIZE-FITS-ALL MEDIA DIVIDES.
US Media preferences 2007
“I cannot live without …” 15 – 27 years 41– 54 years
64% 62%
52%
47%
33% 33%
23% 21% 20%
12%
8%
4%
Mobile phone PC / Laptop Video games Portable Print Media TV
music player
Source: NBC New Media Study, USA 2007.
38. THIRD CHANGE: VOLATILE MEDIA USAGE.
BRAND
Brands have to deal
with people who
are using media in
spontaneous ways.
39. REAL-TIME: PEOPLE REPLACE LOTS OF STATIC, SLOW
MEDIA WITH DYNAMIC, FAST MEDIA.
Where do you get most of your national
and international news?
50%
Newspaper
30%
Internet
10%
‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08
Source: PEW Internet Report 2008
41. MULTI-TASKING: PARALLEL USAGE AND FAST
SWITCHING BETWEEN MEDIA BECOMES THE NORM.
Frequency of using other media while watching TV (UK)
Use other media with TV
80%
Use mobile phone
60%
Talk on landline /
home phone
Go on the internet
40%
Listen to music on CD /
MP3 player / computer
Listen to a radio station
20%
Play computer games
on a games console
16-19 20-24 25-34 35-44 45-54 55-64 65-74 75+
Source: Ofcom Research 2008
42. FOURTH CHANGE: SELF-DETERMINED MEDIA USAGE.
Brands have to deal with
people who can avoid or
block content they don't BRAND
want to spend time with.
43. PEOPLE TODAY HAVE MORE POSSIBILITIES TO AVOID
OR BLOCK ADS AND UNWANTED CONTENT.
“I don’t recall seeing any commercials while watching the program.”
(American Idol or Desperate Housewives)
60%
40%
20%
Non-DVR DVR Recorded
Source: OMD Proprietary DVR Study 2006
44. TV: VIEWING GETS MORE SELECTIVE,
TIME-INDEPENDENT AND AD-FREE.
DVR and VOD-Enabled Household Penetration in the US,
2005-2010 (% of TV households)
40%
Video on Demand:
Watch what you want,
when you want
30%
20%
Digital Video Recording:
Record and watch timeshifted,
skip ads
10%
2005 2006 2007 2008 2009 2010
Source: emarketer 11/2006
45. PHONE: BLOCKING OF UNWANTED CALLS MADE
POSSIBLE BY GOVERNMENT.
The number of Americans registered
on the National Do Not Call registry. 150 million
120 million
90 million
60 million
30 million
Source: Federal Trade Commission
48. SO: MEDIA-COMPLEXITY HAS DISRUPTED THE ABILITY TO
EASILY ENFORCE THE ATTENTION OF CONSUMERS.
BRAND
49. ALL THAT HAS LEAD TO A ROI-DECLINE OF TRADITIONAL
ADVERTISING BASED ON THE SENDER-RECEIVER MODEL.
1/3
effectiveness of
traditional TV
advertising in 2010
compared to 1990
Source: Mc Kinsey, 2006
50. IT MAKES LESS AND LESS ECONOMIC SENSE TO SEND A
MESSAGE TO MANY IN THE HOPE OF PERSUADING FEW.
51. “The traditional marketing model “Safe advertising gets ignored.
is being challenged and It’s the beginning of the end for
advertisers can foresee a day repetitive advertising.”
when it will no longer work.” Jean Marie Dru, Chairman TBWA Worldwide
McKinsey Quarterly, 2005
“The ad inventory that has been sold for “In today’s media-rich world, traditional
the last 50 years no longer works …” advertising models are breaking down.”
Authenticity over Exaggeration: The New Rule
John Stratton, CMO, Verizon Wireless, 2006.
in Advertising, HBS Working Knowledge, Dez. 2007
“The operating system for
marketers is now fundamentally
changing. It doesn't matter how big “Telling and selling is dead.”
your market share is.” Jim Stengel, Chief Global Marketing Officer,
Procter & Gamble
Seth Godin at Meatball Sunday 2008
54. LET’S START WITH A TRUTH: IN GENERAL PEOPLE
DON’T REALLY CARE ABOUT BRANDS.
“Often our biggest mistake as managers
is believing that, in general, customers
care a lot about your brand. They do not.”
Prof. Patrick Barwise, London Business School
55. NEITHER DO PEOPLE REALLY CARE ABOUT ADVERTISING.
“People don’t trust ads.
People don’t want ads.
People don’t need ads.
There is no shortage of places to put ads.”
Eric Clemens, Professor of Operations and Information Management
at The Wharton School of the University of Pennsylvania.
56. AND TODAY THE LACK OF INTEREST AND
ATTENTION GROWS.
“There’s a limited amount of attention
in the world. If more of it is going to
personal, non-commercial, un-advertised
media, less of it will go to advertising.”
Russel Davies, Strategist & Author
57. BRANDS MUST CHANGE THEIR VIEW ON MEDIA.
“Brands that rely too heavily
on mainstream media, or that are
not exploring new technologies and
connection points, will lose touch.”
Jim Stengel, Global Marketing Officer, Procter & Gamble
58. BRANDS SHOULD REMIND THEMSELVES WHAT THE
ACTUAL JOB IS.
“We’re not in the business of
keeping the media companies alive.
We‘re in the business of
connecting with consumers.”
Trevor Edwards, Vice President of Global Brand Management, Nike
59. TODAY’S POSSIBILITIES TO CONNECT ARE ENDLESS.
“Everything a brand does
that connects to the consumer is media.”
Lee Clow, Director of Media Arts, TBWA Worldwide
60. BRANDS MUST FIND A DIFFERENT WAY TO OPERATE
AND COMMUNICATE.
“It is about attracting people in, so they
can then pull out the things they want.
For this you need a magnet – It is more
than quality and more than service, these
are assumed, they are the starting point,
consumers need an emotional world –
Something they can react to – Something
they can reject or join.”
Robert Jones, “The Big Idea”
61. STOP INTERRUPTING WHAT PEOPLE
ARE INTERESTED IN.
“Every brand today has to think and
act like a media company, rather
than pushing stuff out there, to
instead aim to pull an audience in.”
Spencer Baim, Head of Virtue
62. STOP BORING PEOPLE BY SENDING SIMPLE MESSAGES.
“The whole industry is obsessed with the idea
of a simple message, endlessly repeated (...)
What people actually want is stuff with some
complexity, some meat, some richness (...)
No-one ever came out of a movie and said
I really liked that. It was really clear.”
Russel Davies, Strategist & Author
63. WHAT BRANDS AND AGENCIES SHOULD DELIVER
INSTEAD IS CONTENT.
“The agency’s job is to create content so valuable
and useful that consumers wouldn’t want to live
without it (…) content that’s interesting and
entertaining enough to invite the consumer.”
Jeff Hicks, CEO, Crispin Porter Bogusky
64. BUT CONTENT ISN’T KING.
“Conversation is king. If I sent
you to a desert island and gave
you the choice of taking your
friends or your movies, you'd
choose your friends - if you
chose the movies, we'd call
you a sociopath. Content is
just something to talk about.”
Cory Doctorow, Sci-Fi Author
65. BRAND COMMUNICATION MUST INCREASE THE
CONVERSATIONAL CAPITAL OF A BRAND.
“If it’s not worth talking about,
it’s not worth doing.”
Andy Sernovitz, Author of “WoM Marketing: How Smart Companies Get
People Talking”
66. IT ALL LEADS TO A NEW MODEL OF BRAND
COMMUNICATION.
“The old model was informing,
persuading and reminding,
the new model is demonstrating,
involving and empowering.”
Mitch Methews, Marketing Chief, Microsoft
67. IN SHORT:
Understand everything as media
Attract an audience
Produce content
Create stuff with some richness
Make stuff worth talking about
68. HENCE BRAND COMMUNICATION WILL BE MORE CHARACT-
ERIZED BY ENTERTAINMENT THAN BY ADVERTISING.
Understand everything as media
Attract an audience
Produce content
Create stuff with some richness
Make stuff worth talking about
69. “We don’t do advertising any more. (...) Advertising is
all about achieving awareness, and we no longer
need awareness. We need to become part of people's
lives (...) Now it’s all about deciding what you want to
say and how you're going to say it. There are going to
be times when a TV ad is the right way to go,
but that’s the exception rather than the rule.”
Simon Pestridge, Nike’s UK marketing director
“Brands today cannot be sustained by what in the past
has been called advertising (…) perhaps the creativity
of what we’ll do in the future needs a new name.”
Lee Clow, Director of Media Arts, TBWA Worldwide
71. BRAND GRAVITATION IS MAINLY DRIVEN BY:
If you are VALUABLE,
I’m likely to engage with you.
MEANING If you are MEANINGFUL,
I’m likely to pay attention to you.
TRUST
VALUE
If you are TRUSTWORTHY,
I’m likely to connect with you.
72. SO BRANDS NEED TO GET A DEEP UNDERSTANDING OF
WHAT MAKES AN AUDIENCE CONNECT.
MEANING?
TRUST?
VALUE?
78. The following thoughts are guidelines
to ensure different creative output –
not rigid rules.
You cannot follow a masterplan
to create something innovative.
79. START WITH A SIMPLE TRUTH.
We can’t treat people just as consumers anymore.
People are audiences first and audiences expect to
be entertained. As people today mash, tune in or
ignore what they want, a brand needs to earn the
engagement of its audience.
80. AND LET’S START WITH A SIMPLE QUESTION.
Why should the audience
spend their time voluntarily with a brand and
not with all of the other interesting things
they can choose from - anytime, anywhere?
81. THEREFORE, WE MUST STOP INTERUPTING WHAT THE
AUDIENCE IS INTERESTED IN BY SENDING MESSAGES.
BRAND AUDIENCE
82. WE MUST START SEEING MEDIA AS ANY SPACE
BETWEEN US AND OUR AUDIENCE.
ATL and BTL,
old and new media
are complementary.
Everthing has
BRAND a role to play. AUDIENCE
Let the idea find
its medium.
83. LISTEN TO THE AUDIENCE AND UNDERSTAND WHAT
THEY ARE INTERESTED IN - WHAT HAS A MEANING.
BRAND AUDIENCE
84. “If communication is to change
behaviour it must be grounded in the
desire and interests of the receivers.”
Aristotle
85. “We’ve been voted the best marketer
of the 20th century.
But that’s because we were the
biggest shouters. In the 21st century,
we want to be the best listeners.”
Greg Icenhower, Procter&Gamble, director of corporate communications
86. UNDERSTAND WHAT IS INTERESTING AND WHERE A
BRAND CAN PLAY A ROLE ON 3 DIFFERENT LEVELS.
WHAT? (CONTENT) …
WHEN? (CONTEXT) …
WHERE? (CONTEXT) …
WITH WHOM? (CONTEXT) …
WITH WHAT? (CONTACT) …
BY WHAT? (CONTACT) …
87. THE 3 LAYERS OF AN AUDIENCE INTEREST OPEN A
RELEVANT PLAYGROUND FOR BRAND BEHAVIOUR.
CONTACT
CONTEXT
CONTENT
AUDIENCE
BRAND INTEREST AUDIENCE
88. FOCUS JUST ON AUDIENCE INTERESTS THAT FIT TO THE
BRAND SO IT CAN BEHAVE TRUSTWORTHILY.
CONTACT
Business Problem
CONTEXT
Rules of Media CONTENT
AUDIENCE
BRAND INTEREST AUDIENCE
Product
Positioning
Beliefs
89. AN AUDIENCE INTEREST CAN ONLY ATTRACT A PART OF
THE AUDIENCE: A TRIBE.
AUDIENCE
BRAND INTEREST
TRIBE 1 AUDIENCE
90. A TRIBE: PEOPLE WHO SHARE AN ENTHUSIASM ABOUT AN
INTEREST AND CONNECT WITH EACH OTHER.
“A group of people
who form relationships over time,
by interacting regularly around contexts
which are of interest to all of them.”
Jake McKee, communityguy.com
91. “Advertising is the price you pay for not realizing
the value of building your passionate tribe.”
Dr. Mani Sivasubramanian
93. A BRAND MUST CONTRIBUTE TO DIFFERENT INTERESTS
OF DIFFERENT TRIBES IN DIFFERENT MANNERS.
BRAND
INTEREST 1
TRIBE 1
2 E
TRIB
BRAND
BRAND
94. THE DECISION FOR AN INTEREST IS EITHER A DECISION
FOR INFLUENCIALS OR FOR FOLLOWERS OF A TRIBE.
AUDIENCE FEW
LOTS OF
BRAND INTEREST
OPINION
FOLLOWERS
LEADERS
95. NOW DEVELOP A BRAND BEHAVIORAL IDEA AS A FUSION
OF AUDIENCE INTEREST AND BRAND.
Business Problem
Rules of Media
AUDIENCE
BRAND IDEA
INTEREST
TRIBE AUDIENCE
Product
Positioning
Beliefs
96. THE IDEA MUST FOLLOW A BASIC PRINCIPLE.
“The key is to produce something that
both pulls people together and
gives them something to do.”
Henry Jenkins, Director Comparative Media Studies Program, MIT
97. IT CAN BE ANYTHING. THINK ABOUT THE IDEA AND
THE DISTRIBUTION AT THE SAME TIME.
99. CREATE CONTENT AND SERVICES THE AUDIENCE CARE
ABOUT AND THAT THEY FIND WORTH PASSING ON.
100. TELL A STORY THAT MAKES THE AUDIENCE’S
CONVERSATIONS MORE INTERESTING.
101. TELL LOTS OF SMALL STORIES AND MAKE THEM MEAN
SOMETHING TOGETHER. STOP LAUNCHING A BIG BANG.
WHOPPER SACRIFICE WHOPPER: WHOPPER VIRGINS
THE MOST LOVED
BURGER
WHOPPER FREAKOUT BLACK BK
102. LEAVE ROOM TO THINK AND ASK QUESTIONS BY BEING
IMPERFECT, WEIRD OR CONTRADICTORY.
103. INVITE PEOPLE ALONG, LET THEM CONTRIBUTE AND
GIVE THEM THE CHANCE TO BECOME VISIBLE.
104. MAKE THE IDEA EASY TO FIND (SEARCHABLE)
AND EASY TO TELL (SPREADABLE).
105. THE IDEA MUST ALWAYS OFFER A VALUE SO THAT THE
AUDIENCE WANT’S TO ENGAGE WITH IT.
AUDIENCE
BRAND IDEA INTEREST
TRIBE AUDIENCE
106. NOW GIVING BECOMES CRUCIAL FOR A BRAND.
“People become loyal
to that what the brand is giving.”
David Armano, Vice President of Experience Design, Critical Mass.
107. TODAY NOT ONLY THE PRODUCT MUST BE BENEFICIAL,
BUT ALSO THE COMMUNICATION IDEA AROUND IT.
Be additive and supportive.
Deliver something useful and fun.
Help people enjoy and use the product.
108. THE RESULT MUST BE MORE A MARKETING PRODUCT
AND NOT ADVERTISING.
109. THE IDEA CAN DELIVER A BENEFICIAL VALUE BY
INITIALIZING FUN TIMES ...
114. IF THE IDEA IS INTERESTING AND VALUEABLE,
IT IS LIKELY THAT IN RETURN BRANDS GET ENGAGEMENT.
AUDIENCE
BRAND IDEA
INTEREST
TRIBE AUDIENCE
115. ENGAGEMENT HAS MORE WORTH THAN ATTENTION.
“Awareness doesn‘t really matter
in a world of overchoice.”
Prof. Andrew Ehrenberg, South Bank University
“Engagement has a psychological
component, but it will manifest
behaviorally – it will lead to an action.”
Robert DeSena, Director of Relationship Marketing, MARS USA
116. THE QUALITY OF ENGAGEMENT DEPENDS ON THE QUALITY
OF THE RELATIONSHIP TO THE BRAND.
INACTIVE
SPECTATE
CONSUME
SYNTHESIZE
INVEST
E
INTERACT
E CRITIZIS
PARTICIPATE
COLLABORAT E ADVOCAT
E CONVINC
117. WAYS IN WHICH ENGAGEMENT OF BRAND FRIENDS
AND FANS CAN MANIFEST ITSELF.
Content Creation Product Co-Creation Recommendation Rating and Commenting
118. ENGAGEMENT OFTEN LEADS TO WORD OF MOUTH ABOUT
THE PRODUCT, NOT JUST ABOUT THE CREATIVE IDEA.
119. THIS MAKES ENGAGEMENT A VALUABLE ASSET
TO A BRAND.
“With our audience, word is spread like wildfire
and it's much more cost effective for the client.”
Spencer Baim, Head of Virtue
121. AN APPROACH THAT FACILITATES IDEAS,
FOCUSING ON THE 3 DRIVERS OF BRAND GRAVITATION.
TRUST IDEA MEANING
122. TBWA ADRESSES THE NEW APPROACH
WITH ITS TWO ESSENTIAL PRACTICES:
MEDIA ARTS
DISRUPTION
123. DISRUPTION HELPS US FIND A CONVENTION-BREAKING
BRAND-BELIEF THAT ENABLES GROWTH.
BRAND BELIEF:
DISRUPTION
IDEA AUDIENCE
124. MEDIA ARTS HELPS US CREATIVELY TRANSLATE A
BRAND BELIEF INTO INTERESTING BRAND BEHAVIOUR.
BRAND BELIEF: BRAND BEHAVIOUR:
DISRUPTION
IDEA MEDIA ARTS TRIBE AUDIENCE
126. CHANGE THE FOCUS
FROM CAMPAIGNING TO CONNECTING.
Enforcing attention of target groups Creating engagement of audiences via
via bought media space. interesting brand behaviour.
BRAND BRAND
What can I TELL about me? What can I DO that interests you?
127. CHANGE HOW TO CONNECT WITH THE AUDIENCE FROM
MIRRORING AN INSIGHT TO CONTRIBUTING TOPICS.
Mirror one big insight to reach the Contribute to different topics in different
biggest possible target group. manners to get different parts of an
audience interested.
T
V
128. CHANGE THE COMMUNICATION APPROACH
FROM 360° TO 365 DAYS.
Time limited, integrated messaging Permanent and rich brand presence by
telling the same story on every making transmedia storytelling.
touch-point.
OUT-
T
V PRINT WEB POS
DOOR
OUT- SOCIAL
POS PR
DOOR MEDIA
T
V
WEB PR T
V EVENT
129. CHANGE THE MEDIA APPROACH FROM PIPELINES
GAINING VOLUME TO PLATFORMS GAINING VALUE.
Beeing media neutral, using media as Beeing media passionate, composing
channels and making media stunts. any form of media brand appropriate.
130. CHANGE THE ROLE OF MEDIA FROM “EVERYTHING MUST
DO THE JOB” TO “EVERYTHING MUST DO A DIFFERENT JOB”.
TV as all-round solution: the TV as conversation starter: the
commercial should do the whole job. commercial is a springboard to content.
131. CHANGE THE CREATIVE DEVELOPMENT PROCESS
FROM STATIC TO DYNAMIC.
Non-reactive development Reactive development creating
creating one-big-flight. lots of smaller editable ideas.
TV
132. CHANGE THE RESEARCH FROM „PUNCTUAL AND JUST
OFFLINE“ TO „ALSO ONGOING AND ONLINE“.
Big research and analysis Additional small, continuous
only at the ends. WoM and success tracking
133. CHANGE THE WAYS OF WORKING TOGETHER
FROM LINEAR TO COLLABORATIVE.
Working in silos with clear Exchange with overlapping
responsibilities. responsibilities.
TV
134. CHANGE THE BRIEF FROM “PREPARING TO SEND A
MESSAGE” TO “PREPARING TO CREATE BRAND BEHAVIOUR”.
Single minded proposition building Precise creative task building on a set of
on a single consumer insight different connection opportunities
135. This was written by
Michael Zorn, TBWA Berlin
michael.zorn@tbwa.de
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