marketing strategy: evolution of a species
DESCRIPTION
What people want from brands and how they engage with them is very different today than even 5 years ago. The result: planners have to approach brand building and consumer engagement very differently. But it's as important to consider what hasn't changed in what we do.TRANSCRIPT
Account Planning.The evolution of a species.
September 2009
What business are you goingto be in?
…playing Nirvana
Advertising?
Communications?
Then what?
it is a time of massive flux.
the rules of almost everythingare being re-written.
the transition is not over.
reinvention
what happened?how does it affect what we do?
what hasn’t changed?
the other climate change
Marketers used tohave it all
Controlled content
Dictated access
Marketed at people
Consumer as object
Filtered the ‘chatter’
Power to thePeople
Controlled content
Dictated access
Marketed at people
Consumer as object
Filtered the ‘chatter’
open
produce
by
unfiltered
subject
From life on-demand… ..to participation culture
Citizen Journalism
Hactivism
Crowd sourcing
Co-creating
Peopleʼs relationship with brandshas changed
Brands are acanvas
People want tofind themselvesthrough brands
People wantbrands to
support theirnarrative.
People want to be involved
They value action and proof notjust promises
2007 2009
They demand more integrity
ResponsivenessResponsibility
• What we dictateProselytize
• What people findEnabling
vs
• Outside the company• Inside and outside vs
It fundamentally changes howbuilding brands is approached
• One thing that’s rigid (brandposition)
• One thing that’s flexible(platform)
vs
5000songs, shuffle
Design
“People define their ownnarrative through their playlist”
function technology individuality
form style belonging
Not ‘or’but ‘and’(and all)
It changes how we connectwith people
1. Entertainment
2. Utility
TonicTalk
3. Feeding connections
brand coherenceconversational continuity
orchestration
It creates new challenges
TVspots
Newspapermagazine
print partnership
PRBee Boards
Research Grants
EVENTSUrban communitygardens, schools,
farms
PACKAGING
PRODUCTDESIGN
INTERACTIVEOnline ads
websiteviral video
social networking sitesPaid search
RETAILpoint of purchase
GUERILLAStreet teams
Sampling
CONSUMER INVOLVEMENT
Word of mouthConsumer generated
Viral
CONSUMER INVOLVEMENT
what hasn’t changed?
Picture of campfire
We shape relationships that matter
They anchor ideas about who we are and where we get meaning
Culture
Brands
Woman
Beauty is youthful perfectiondelivered through stereotypes
Top brands leverage the rules inpromoting their image
Feels beauty is a club shedoesn’t belong to, her bodylet’s her down
