a passion for better marketing ernst & young marketing conference presentation

Ernst & Young Marketing ConferenceJanuary 2011

Justin Basiniwww.basini.com www.i-allow.com

A Passion For Better Marketing

© Justin Basini, 2011

© Justin Basini, 2011

THINK

FEEL

DO

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A Passion for Better Marketing

A Passion for Better Marketing – Ernst & Young Conference© Justin Basini, 2011

My Better Marketing Goal is:

I NEED TO THINK:

I NEED TO FEEL:

I NEED TO DO:

© Justin Basini, 2011

COMMODITISATION

GROWTH

DIFFERENTIATION

5© Justin Basini, 2011

6

1p per 10g 20p per 10g

2,000% PREMIUM

© Justin Basini, 2011

© Justin Basini, 2011

COMMODITISATIONThere are no commodity markets, only commodity marketing

GROWTHIn most markets growth has stalled which means the game has changed

Stealing sharefrom competitors

Huntingfor growth opportunities

10

DIFFERENTIATIONHow important is it to be different?

Different?

DIFFERENTIATION GROWTH

20%

56%

The top 20% most differentiated companies account for 66% of the growth in the market

Source: Deutsche Bank survey of the effect of brands and advertising on 50 global brands in 5 sectors, 2008

DIFFERENT?

Different? Product Delivery Message Look & Feel Content Attitude Culture People Innovation

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© Justin Basini, 2011

THINK

FEEL

DO

© Justin Basini, 2011

THINK

© Justin Basini, 2011

THINK

Become an intelligent business

Spot and exploit trends

Understand the customer experience

1

2

3

18© Justin Basini, 2011

19

Generate great content and ideas1

2 Make the content compelling – any place, any channel, any time, anywhere

© Justin Basini, 2011

© Justin Basini, 2011

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04/10/2023 22© Justin Basini, 2011

© Justin Basini, 2011

FEEL

ENERGY & MOMENTUM

CREATIVITY

© Justin Basini, 2011© Justin Basini, 2011

Momentum counts for a lot in professional services – how do you become the brand with momentum

Source: Deutsche Bank analysis of M&A advisory market 1998-2005

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7

Market Share increases over time for largest market share gainer

TIME

© Justin Basini, 2011

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CREATIVITY© Justin Basini, 2011

04/10/2023 27© Justin Basini, 2011

2007Change in Key Concepts in Financial Advertising and Branding

Trust

Risk

Balance

Winning

Dedication

Expertise

Guidance

Integrity

Excellence

Reliabilty Leadership

Dreams

Future Goals

Vision

Innovation

Connection

Nurturing

Partnership

Togetherness

Security

Faith

Character

Loyalty

ChallengeFamily

Roots Comfort

Real

Authenticity

Stability

Tradition

Identity

Experience

Care

PrideAspiration

Commitment

Growth

Opportunity

Service

Performance

Moderation

Simplicity

Home

© Justin Basini, 2011

© Justin Basini, 2011© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

2009Change in Key Concepts in Financial Advertising and Branding

Simplicity

Trust

Risk

Balance

Winning

Dedication

Expertise

Guidance

Integrity

Excellence

Reliabilty Leadership

Dreams

Future

Goals

Vision

Innovation

Connection

Nurturing

Partnership

Togetherness

Security

Faith

CharacterLoyalty

Challenge

Family

Roots Comfort

Real

Authenticity

Stability

TraditionIdentity

Experience

Care

Pride

Aspiration

Commitment

Growth

Opportunity

Service

Performance

Moderation

Home

© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

© Justin Basini, 2011

DO

THE NEED FOR SPEED

43

Time to market is 10% of what it was 20 years ago

Fast-prototyping

Collaboration so ideas don’t get shot down

Clear, accountable, and demonstrable goalposts

1

2

3© Justin Basini, 2011

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Get Engaged!

Get Connected!

Connected within the team

Connected with the strategy and brand

Compelling and passionate about what you can contribute

1

2

3© Justin Basini, 2011

© Justin Basini, 2011

My first book out in June 2011

Find it on Amazon (search Basini) and feel free to pre-order it!

Thanks!

© Justin Basini, 2011

Ernst & Young Marketing ConferenceJanuary 2011

Justin Basiniwww.basini.com www.i-allow.com

A Passion For Better Marketing

© Justin Basini, 2011