clark kokich - why ceos are terrified of new digital technology and what to do about it
DESCRIPTION
From the CEO to the CMO to the IT Department, it’s not just about marketing anymore. How do companies survive and thrive in a world where the old ways of marketing aren’t getting it done? Brand marketing didn’t change much for fifty years. We built an entire global marketing and advertising industry on a tried and true set of beliefs and practices. We created an entire class of “experts” — people who could reliably develop and implement programs designed to get attention, increase awareness, change minds, build brand personality, create preference, and in the end, persuade people to believe in our brands. In short– to create customers. Clark outlines the challenges faced by the industry, presents some inspirational and successful case histories, and most importantly, presents a roadmap for succeeding in an ever-shifting media and consumer landscape. This session is a must-see for anyone who is seeking to understand where we have been, where we are now, and where we need to go in the future.TRANSCRIPT
Specialty Commodity
Force of Nature
Marketing
Our job for 50 years:Change perceptions.
Our job now:Change reality.
Dosomething.
Three key challenges:• Redefine the definition of a “Big Idea.”
• Reverse the process, from “Channel Up” to “Idea Down.”
• Master the art of collabortion.
Big Ideas
Big Ideas
Ask a different question.•What do customers hate about our category?
•What are the top three items on our c.e.o.’s agenda?
•What deeper need can we satisfy?
Vail Case goes here
Reverse the process.
Channels
Big Idea
2010 World Cup
Collaborative Innovation.
Thingsto remember
Product Development
Big Ideas, but different
Idea down planning
Collaboration
Reality
More fun
More recognition
More satisfaction
Do something.
Engage on Facebook:Facebook.com/doordiebook
Follow on Twitter:@clarkkokich
