innovative brand communication
Post on 11-Sep-2014
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Last week I spent the afternoon with some people from Ericsson. This was the presentation I usedTRANSCRIPT
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Communication That Rocks a Boat!An afternoon with Ericsson at Nordic Light Hotel 2009 12 02
by Johan Ronnestam
Saturday, December 5, 2009
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Google Keyword ‘Johan Ronnestam’
Saturday, December 5, 2009
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Creative DirectorArt Director
Strategy & Business development
Saturday, December 5, 2009
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Creative DirectorArt Director
Strategy & Business development
Integrated advertisingDigital communication
Planning
Saturday, December 5, 2009
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A New World of Communication?
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1943
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1943
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2006
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2006
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128 409Uppsala
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2 874 860Swedish Members
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127 760 Swedes a Week
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1.Kina2.Indien3.U.S.A4.Facebook (+300 million)5.Indonesien
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“Next Generation Platforms (Social Networking + Mobile) Driving Unprecedented Change in Communications + Commerce”
Mary MeekerManaging Director Morgan Stanley
Saturday, December 5, 2009
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Forum/Wall Posts
Messaging
VoIP Calls
Play Games
Status Updates
Share Videos/Music/Photos/Stories
Chat
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Forum/Wall Posts
Messaging
VoIP Calls
Play Games
Status Updates
Share Videos/Music/Photos/Stories
Chat
ConnectivityPresence
Saturday, December 5, 2009
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Forum/Wall Posts
Messaging
VoIP Calls
Play Games
Status Updates
Share Videos/Music/Photos/Stories
Chat
ConnectivityPresence
57MM Users+166%
390 MM Users+153%
MobileSocial Networking
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Kelkoo
Gonzo - Rome, Italy
SlideshareManoman - New Delhi, India
MacKim - Singapore, Republic of Singapore
AmazonGary - Antalya, Turkey
StardollKitty - Oslo, Norway
Ruby on railsStina - Mal Pais, Costa Rica
World ofwarcraft
Josephine - Barcelona, Spain
JaikuRuy - Buenos Aires, Argentina
New YorkTimes
Robert - New York, US
YouTubeFlea - Havanna, Cuba
MySpace
Linda - Manchester, UK
FlickrEster - Rabat, Marocko
VicemagClancy - Detroit, US
OrkutJano - Lima, Peru Ning
Wening - Jakarta, Indonesia
GizmodoWening - Jakarta, Indonesia
Google docs
Holly - Reykjavík, Iceland
TwitterTony - Mexico City, Mexico
FriendfeedFlemming - Copenhagen, Denmark
American apparels
Sina - Acapulco, Hawaii,US
MIXIChikako - Tokyo, Japan
HintmagJessi - Dubai, United Arab Emirates
WordpressRonin - Geneva, Switzerland
AutoblogJean - Paris, France
MSNBetty - Bronx, USA
LunarstormKatrina - Cologne, Germany
eBayLuke, James - Toronto, Canada
FlickrAndy - Atlanta, US
Basecamp
Helene - Stockholm, Sweden
iMeemLatifa - Beirut, Lebanon
ReadWriteWebYeshayahu - Tel Aviv, Israel
LastFMJohnJohn - BoraBora, French Polynesia
PCAlesandrej & Leija - Moscov, Russia
BaiduMeihuh - Beijing, China
PHPSami - Helsinki, Finland
WIIEtef - Kairo, Egypt
WiredShelley - Bundoran, Ireland
PicasaGreg - Manchester, UK
EspnLiza - Rio De Janeiro, Brazil
Saturday, December 5, 2009
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Broadcast
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BroadcastSaturday, December 5, 2009
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Brand
Consumer
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Brand
Consumer
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Conversation!
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TVC
Kotler
SWOT
Brand strategy
Effe
ct
PU
LL
Marketi
ng mix
PUSHP
lan
AID
AS
Banners
PR
Positionering
Saturday, December 5, 2009
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THINK DIFFERENTTHINK NEW
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THINK DIFFERENTTHINK NEW
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13:34:47
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13:35:01
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13:36:21
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13:37:01
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Innovation
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Innovation
Entertainment
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Innovation
Entertainment
Interactivity
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Innovation
Entertainment
Interactivity
CreativitySaturday, December 5, 2009
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You might think you’re into
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when in fact you’re into the business of...
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http://www.varialstudio.com/#Clowns
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This Is a Logotype
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This Is a Product
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This Is a Customer
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This Is a Customer
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This Is The Brand
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Brand =
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BRAND
STORY
©Per Robert Öhlin
Friend Adventurer
Hero
Father
Guru
Creative
Clown
Casanova
Mother Guard
Virgin
Rebel
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©Per Robert Öhlin
BRAND
STORYFriend Adventurer
Hero
Father
Guru
Creative
Clown
Casanova
Mother Guard
Virgin
Rebel
Saturday, December 5, 2009
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©Per Robert Öhlin
BRAND
STORYFriend Adventurer
Hero
Father
Guru
Creative
Clown
Casanova
Mother Guard
Virgin
Rebel
Saturday, December 5, 2009
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Your Story?
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How does that feel?How does that sound?How does that look?
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How does that feel?How does that sound?How does that look?
More important...what does it mean to ME?
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You Can’t Move A Brand Without Moving People
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things to think about13
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1. Think Transparency
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http://www.viddler.com/explore/dpzramon/videos/19/Saturday, December 5, 2009
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2. Think Like A Nerd
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Every interface...
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...all the way!
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3. Think Link
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Your brandpresence online
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Your brandpresence online
Services/Offering
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Your brandpresence online
Services/Offering Content
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Your brandpresence online
Services/Offering Content
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
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Your brandpresence online
Services/Offering Content
Objective
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
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Your brandpresence online
Services/Offering Content
Objective Value
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
ObjectiveConversion Value
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
Traffic
ObjectiveConversion Value
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
Traffic
ObjectiveConversion Value
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
Traffic
ObjectiveConversion Value
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
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Your brandpresence online
Services/Offering Content
$ Traffic
ObjectiveConversion Value
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
Above & below the line
advertising
PAID
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
Above & below the line
advertising
PAID
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
“ABL & BTL”
AdvertisingInternet
PREvent
Point of salePackaging
etc...
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
Above & below the line
advertising
PAID
SEM
Search engine marketing
PAID
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
“ABL & BTL”
AdvertisingInternet
PREvent
Point of salePackaging
etc...
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
Above & below the line
advertising
PAID
SEM
Search engine marketing
PAID
SEO
Search engine optimization
FREE
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
“ABL & BTL”
AdvertisingInternet
PREvent
Point of salePackaging
etc...
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
Above & below the line
advertising
PAID
SEM
Search engine marketing
PAID
SEO
Search engine optimization
FREE
The Social internet
FREE
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
“ABL & BTL”
AdvertisingInternet
PREvent
Point of salePackaging
etc...
Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
Above & below the line
advertising
PAID
SEM
Search engine marketing
PAID
SEO
Search engine optimization
FREE
The Social internet
FREE
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
“ABL & BTL”
AdvertisingInternet
PREvent
Point of salePackaging
etc...
Saturday, December 5, 2009
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Kelkoo
Gonzo - Rome, Italy
SlideshareManoman - New Delhi, India
MacKim - Singapore, Republic of Singapore
AmazonGary - Antalya, Turkey
StardollKitty - Oslo, Norway
Ruby on railsStina - Mal Pais, Costa Rica
World ofwarcraft
Josephine - Barcelona, Spain
JaikuRuy - Buenos Aires, Argentina
New YorkTimes
Robert - New York, US
YouTubeFlea - Havanna, Cuba
MySpace
Linda - Manchester, UK
FlickrEster - Rabat, Marocko
VicemagClancy - Detroit, US
OrkutJano - Lima, Peru Ning
Wening - Jakarta, Indonesia
GizmodoWening - Jakarta, Indonesia
Google docs
Holly - Reykjavík, Iceland
TwitterTony - Mexico City, Mexico
FriendfeedFlemming - Copenhagen, Denmark
American apparels
Sina - Acapulco, Hawaii,US
MIXIChikako - Tokyo, Japan
HintmagJessi - Dubai, United Arab Emirates
WordpressRonin - Geneva, Switzerland
AutoblogJean - Paris, France
MSNBetty - Bronx, USA
LunarstormKatrina - Cologne, Germany
eBayLuke, James - Toronto, Canada
FlickrAndy - Atlanta, US
Basecamp
Helene - Stockholm, Sweden
iMeemLatifa - Beirut, Lebanon
ReadWriteWebYeshayahu - Tel Aviv, Israel
LastFMJohnJohn - BoraBora, French Polynesia
PCAlesandrej & Leija - Moscov, Russia
BaiduMeihuh - Beijing, China
PHPSami - Helsinki, Finland
WIIEtef - Kairo, Egypt
WiredShelley - Bundoran, Ireland
PicasaGreg - Manchester, UK
EspnLiza - Rio De Janeiro, Brazil
Saturday, December 5, 2009
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Less than 2% can be viewed in the muséum
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Saturday, December 5, 2009
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Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
Above & below the line
advertising
PAID
SEM
Search engine marketing
PAID
SEO
Search engine optimization
FREE
The Social internet
FREE
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
“ABL & BTL”
AdvertisingInternet
PREvent
Point of salePackaging
etc...
Saturday, December 5, 2009
![Page 118: Innovative Brand Communication](https://reader035.vdocuments.us/reader035/viewer/2022081412/5411a4ab7bef0ad2678b7651/html5/thumbnails/118.jpg)
Your brandpresence online
Services/Offering Content
$ TrafficSUCCESS METRICS
ObjectiveConversion Value
Above & below the line
advertising
PAID
SEM
Search engine marketing
PAID
SEO
Search engine optimization
FREE
The Social internet
FREE
“Social content”
FlickrYouTubeDelicious
RSSWidgets
WikisForum
Commentsetc...
UsabilityProduct
presentation
Move budgets
“ABL & BTL”
AdvertisingInternet
PREvent
Point of salePackaging
etc...
Saturday, December 5, 2009
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4. Think Big
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5. Think Small
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6. Think Viral
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the viral triangle
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Partner / Celebrity
the viral triangle
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Partner / Celebrity Culture / Lifestyle
the viral triangle
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Partner / Celebrity Culture / Lifestyle
Brand / Product
the viral triangle
Saturday, December 5, 2009
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Partner / Celebrity Culture / Lifestyle
Brand / Product
the viral triangle
INNOVATIVEIDEA
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INNOVATIVEIDEA
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INNOVATIVEIDEA
Relation to partner
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INNOVATIVEIDEA
Relation to partner Relation to culture
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INNOVATIVEIDEA
Relation to partner Relation to culture
Relation to brand
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BRAND / PRODUCT
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PARTNERS/CELEBRITIES
Visionaire - Innovative Print House
Sophie Calle, Andreas Gursky, Cai Guo-Qiang, Steven Klein, Yayoi Kusama, Alasdair McLellan,
Steven Meisel, Guido Mocafico, Nicola Formichetti/Gareth Pugh, Sølve Sundsbø, and
Mario Testino.
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CULTURE
Art of print
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Innovation
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BRAND CORE
KRUG’s paid reach
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A drink bloggerwrites about the
campaign
A newspaperpicks up the paper
A design paperpicks up the story and publishes an
article
A socially connectedblogger picks the story
Twitters
Search
A privatechampagne
club
Collectors
BRAND CORE
KRUG’s paid reach
More bloggers
Bloggers
YouTube etc
Saturday, December 5, 2009
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Social communication
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7. Think New No Matter What
People Say
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8. Think Value
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9. Think The Nobody
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10. Think Stupid
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11. Think Sharing
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What can you share?
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12. Think ‘Beta’
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43% of Googles products are beta
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Big strategy
Old model of communicationBig idea, big strategy & a lot of time
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
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Big strategy
Old model of communicationBig idea, big strategy & a lot of time
test with consumers
focus groups
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
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Big strategy
Old model of communicationBig idea, big strategy & a lot of time
test with consumers
focus groups
adapt
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
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Big strategy
Old model of communicationBig idea, big strategy & a lot of time
test with consumers
focus groups
adaptTVCPrint
OutdoorWeb Campaign
EventPOSetc...
Campaign
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
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Big strategy
Old model of communicationBig idea, big strategy & a lot of time
test with consumers
focus groups
adaptTVCPrint
OutdoorWeb Campaign
EventPOSetc...
Campaign
measure
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
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Big strategy
Old model of communicationBig idea, big strategy & a lot of time
test with consumers
focus groups
adaptTVCPrint
OutdoorWeb Campaign
EventPOSetc...
Campaign
measure
Another big strategy
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
![Page 175: Innovative Brand Communication](https://reader035.vdocuments.us/reader035/viewer/2022081412/5411a4ab7bef0ad2678b7651/html5/thumbnails/175.jpg)
Big strategy
Old model of communicationBig idea, big strategy & a lot of time
test with consumers
focus groups
adaptTVCPrint
OutdoorWeb Campaign
EventPOSetc...
Campaign
measure
Another big strategy
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
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Saturday, December 5, 2009
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The new model of product communication
Micro launches, insight, iterations
Small strategy
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
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The new model of product communication
Micro launches, insight, iterations
Small strategy
Iterative development
planbuild
launchmeasure
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
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The new model of product communication
Micro launches, insight, iterations
Small strategy
Iterative development
planbuild
launchmeasure
insight
modify
small strategi
Knowledge
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
![Page 180: Innovative Brand Communication](https://reader035.vdocuments.us/reader035/viewer/2022081412/5411a4ab7bef0ad2678b7651/html5/thumbnails/180.jpg)
The new model of product communication
Micro launches, insight, iterations
Small strategy
Iterative development
planbuild
launchmeasure
insight
modify
small strategi
Knowledge
planbuild
launchmeasure
iterative development
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
![Page 181: Innovative Brand Communication](https://reader035.vdocuments.us/reader035/viewer/2022081412/5411a4ab7bef0ad2678b7651/html5/thumbnails/181.jpg)
The new model of product communication
Micro launches, insight, iterations
Small strategy
Iterative development
planbuild
launchmeasure
insight
modify
small strategi
Knowledge
insight
modify
small strategy
Knowledge
planbuild
launchmeasure
iterative development
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
![Page 182: Innovative Brand Communication](https://reader035.vdocuments.us/reader035/viewer/2022081412/5411a4ab7bef0ad2678b7651/html5/thumbnails/182.jpg)
The new model of product communication
Micro launches, insight, iterations
Small strategy
Iterative development
planbuild
launchmeasure
go on!
try somethingdifferent
insight
modify
small strategi
Knowledge
insight
modify
small strategy
Knowledge
planbuild
launchmeasure
iterative development
© David Armano - Logic + Emotion,
Saturday, December 5, 2009
![Page 183: Innovative Brand Communication](https://reader035.vdocuments.us/reader035/viewer/2022081412/5411a4ab7bef0ad2678b7651/html5/thumbnails/183.jpg)
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© David Armano - Logic + Emotion,
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Saturday, December 5, 2009
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Saturday, December 5, 2009
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13. Think Bulls Eye
Saturday, December 5, 2009
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It’s NOT about reaching
1000 000 in order to sell to 100
Saturday, December 5, 2009
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It’s about reaching 10 people that reach 100 people that reach 1000 people that...
Saturday, December 5, 2009
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Saturday, December 5, 2009
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Scott McCloud
Comics
Saturday, December 5, 2009
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Saturday, December 5, 2009
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Saturday, December 5, 2009
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Scott McCloudThe world of comics
Google Chrome
The viral triangle
A comic book about Google
Chrome
Saturday, December 5, 2009
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Conclusion!
Saturday, December 5, 2009
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In 2010
Saturday, December 5, 2009
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• Think Outside the Box
Saturday, December 5, 2009
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...we end up here
This is where we want to be
Saturday, December 5, 2009
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...we end up here
This is where we want to be
Insight+
Goal
Saturday, December 5, 2009
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• Think Outside the Box
• Set New Goals
Saturday, December 5, 2009
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Goal = xxx
Saturday, December 5, 2009
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Set Your Goal = xxxx
Saturday, December 5, 2009
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• Think Outside the Box
• Set New Goals
Saturday, December 5, 2009
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• Think Outside the Box
• Set New Goals
• Fight For Your Ideas - Don’t compromise
Saturday, December 5, 2009
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• Think Outside the Box
• Set New Goals
• Fight For Your Ideas - Don’t compromise
• Always Do More
Saturday, December 5, 2009
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• Think Outside the Box
• Set New Goals
• Fight For Your Ideas - Don’t compromise
• Always Do More
• Overachieve Budgets
Saturday, December 5, 2009
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• Think Outside the Box
• Set New Goals
• Fight For Your Ideas - Don’t compromise
• Always Do More
• Overachieve Budgets
• Think Social
Saturday, December 5, 2009
![Page 206: Innovative Brand Communication](https://reader035.vdocuments.us/reader035/viewer/2022081412/5411a4ab7bef0ad2678b7651/html5/thumbnails/206.jpg)
• Think Outside the Box
• Set New Goals
• Fight For Your Ideas - Don’t compromise
• Always Do More
• Overachieve Budgets
• Think Social
Saturday, December 5, 2009
![Page 207: Innovative Brand Communication](https://reader035.vdocuments.us/reader035/viewer/2022081412/5411a4ab7bef0ad2678b7651/html5/thumbnails/207.jpg)
• Think Outside the Box
• Set New Goals
• Fight For Your Ideas - Don’t compromise
• Always Do More
• Overachieve Budgets
• Think Social
• Dare To Be Different - Dare To Fail
Saturday, December 5, 2009
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• Think Outside the Box
• Set New Goals
• Fight For Your Ideas - Don’t compromise
• Always Do More
• Overachieve Budgets
• Think Social
• Dare To Be Different - Dare To Fail
• Demand More Of Others AND Yourselves
Saturday, December 5, 2009
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Entertain!
Saturday, December 5, 2009
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Saturday, December 5, 2009
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Your future client
Saturday, December 5, 2009
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www.ronnestam.comwww.twitter.com/ronnestam
www.facebook.com/ronnestamwww.flickr.com/ronnestam
Saturday, December 5, 2009