advanced persistent opportunities: building digital brand systems
TRANSCRIPT
Building digital brandsystems
Media Future, DublinAntony MayfieldMay 2012
@amayfield | @brilliantnoise
One of my favourite things:ThinkingBiases
Biases are filters, models, congnitive shortcuts...
If we were affecting geekiness we’d say brain hacks or something
For instance: Optimists &Pessimists
You wouldn’t want an optimist as your divorce lawyer...
You wouldn’t want a pessimist writing your campaign speech...
In the right context, optimism and pessimism are useful professional filters...
Anyway...
I made the mistake of submitting an over-literal presentation title for today...
Building Digital BrandSystems
Or as you may have heard that...
Building Brand
Blah Blah Blah
So to avoid Charlie Brown’s teacher syndrome...
...I’m going to play on your narrative bias (humans love stories) ...
Hold on to your metaphorical hats - here comes...
Anectdotes and
allegories
I met these nice people from the security industry the other day
They tend are professional pessimists
Threat horizonsInternal threatsRisk reportsThreat assessments The threat of threats
It was interesting to see the world through their eyes for a bit
And one concept they had stuck in my mind...
Let’s talk about AdvancedPersistent Threats
dunhdunhDERRR!!
APT: Organised crime
APT:Hacktivists
Image (cc) Wikipedia
APT:Governments
Image Natanz Nuclear Facility - Google Maps
What is anAdvanced PersistentThreat?
Advanced
“...operators behind the threat utilize the full spectrum of computer intrusion technologies and techniques. While individual components of the attack may not be classed as particularly “advanced” (e.g. malware components generated from commonly available DIY construction kits, or the use of easily procured exploit materials), their operators can typically access and develop more advanced tools as required. They combine multiple attack methodologies and tools in order to reach and compromise their target.”
Source: Damballa.com
Persistent
“operators give priority to a specific task, rather than opportunistically seeking immediate financial gain. This distinction implies that the attackers are guided by external
entities. The attack is conducted through continuous monitoring and interaction in order to achieve the defined objectives. It does not mean a barrage of constant attacks and malware updates. In
fact, a “low-and-slow” approach is usually more successful.”
Source: Damballa.com
Threat
“a level of coordinated human involvement in the attack, rather than a mindless and automated piece of code. The criminal operators have a specific objective and are skilled, motivated, organized and well funded.”
Source: Damballa.com
What’s an optimist to do with that?
Look on the bright side...
Advanced Persistent Opportunity
That’s exactly what we need to be doing in digital
We build for campaignswhen we need to build for opportunity
We talk aboutdigital brand legacy
Why?
Digital is causing amarket correction
A funnel thinghappened...
Customer experiencemodels
Model first published Harvard Business Review
The correction starts at 20%
Image Muktar Kent, CEO of Coca Cola
What is anAdvanced PersistentOpportunity?
AdvancedSystems
Tools
Dedicated, specialised talent
Persistent
Continuous activity
Self-reliant
Low & slow
Persistence is a goal
OpportunityFocused
Clear goals
Values and value are clear
StarbucksDellBurberry Red Bull Coca-Cola Bank of America Marks & Spencer
APO: Red Bull
APO: Marks & Spencer
APO: O2
APO or APT?The Big Switch
US Navy
image (cc) Wikipedia
Speech briansolis.com
Assemblages
More in a post at antonymayfield.com
Nokia’s Advanced Persistent Opportunity
StoriesNumbers Conversations
1. Consider the social opportunity in everything we do
2. Engage in better conversations with more consumers
3. Deliver personal experiences, be authentic, and earn trust
4. Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences
Connectingwith consumers
Ta-dah!
Further Reading and notes at:
@amayfieldbrilliantnoise.com