thought starters

8/9/2019 Thought Starters

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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion

When you choose to be something, to stand forsomething , you inherently choose not to be

something else. This is true, especially of brands, who define themselves on thebasis of their actions

MMu t u ally Excl u sive E ither or, not both

Transactions

Homogeny

Engagement

Identity

When you sell stuff, you get transactions. When you sell solutions,you get brand capital and loyalty.

P SProd u cts v. Sol u tions

A nd other issues are regularly featured in the public square. Thereis a very public dialogue now about anything anyone wants atany time they want. That s the privilege and curse of a wired oreven a wireless world.

DECOnomics«

«Freakonomics «World Dynamics

FWhy does

Lead us to

B rand u ncertainty? Where we know we are hurting our brands but we cannot pinpointexactly where or by how much

Financial u ncertainty

BB rand A u thority?

B rand u ncertainty

How do we prevent

From spreading like a contagion into our ??????

BB rand A u thority

What does

Mean exactly?

When the world s largest price-focused retailer says they are goinggreen, do we believe?

When a credit card company says they care about their customers,do we have permission to believe?

Do we view Detroit as a paragon of auto design they want us to see?

Can we accept big pharmaceutical companies as philanthropic?

I am not saying that these statements are true or untrue. Butsimply, have the brands earned the right to say them?

A u thentic In order to be an authentic brand, you must draw your strength fromyour brand authority and ensure that what you are doing makes sense

and dollars.

Because the world spots someone who is not authentic - not true totheir values - more quickly and with greater punishment than ever.

The world rewards those who deliver theirbrand promise.

Actions speak lo u der than «words

Everyone understands the policy and principled viewpoint

But value is delivered in the action andexperimentation parts of the program

B lah blah blah blah

SSHARE It represents a principle that is inherent in our natureand value systems

SimpleHelpfulAlternativesThat are ReliableAnd Easy to Use

CCollaboration

So, exactly how much is that corporate memo or executive email worth?

The real value is found in casual communication

which is like the casual Friday of collaboration.

BB arriers

Legal and Human Resources are respected professions, but their currentlines of thinking stand in the way of enabling collaboration s

real value?How can we learn those third grade principles

around sharing and participating?

Can t you just hear your mum say now wasn t that fun?

GPeople are o u r greatest asset You ve heard it before. I ve heard it before. We ve all heard it before,but who believes it anymore?

So, what are you doing to enable yourbiggest asset to contribute the most valueto your business?

Do you have a person who finds fault in the plan?Or manages to seemingly be negative about plans?Or to challenge?Or to push the limits?Do you have a no man in addition to the yes ones?Today, take the time and thank him.Invite him to continue to force people to examine why, what and how

RRed team bl u e team

CConnecting the facts Marketing is not about collecting the facts. It s about

Everyone has profile data or at least the basics of it and uses it in their

interactions. But it is not enough.

You need to now understand the value chain, the supply

chain, the social interactions and potentialoutcomes simultaneously, and in real timeand enable it through all the channels

I know what I like«

l i k e w h a t I k n o w «

Don t let your analytics approach fall prey to reaffirming what youalready know or worse yet, what you believe you know.

Hempower the happy accident

In a world where we perceive, predict & perform orlisten, learn & leverage how do you leave all your

senses and detection methods

*How do you enable analytical serendipity?

Thanks A nd I hope we challenged you to Think.

C ristene Gonzalez-Wertz focuses on thought leadership in marketing, sales and servicefor C ovalent Marketing. She's a veteran marketing strategist, scientist and an

executive-level consultant with 20 years experience. Most recently, she is considered asocial media and collaboration maven. She blogs at

http://museandmaven.wordpress.com.

Agitator

This is a wordle of me. It is a new way of visualizing data, using IBM¶s publicly available many eyes tool.

http://cosmiclog.msnbc.msn.com/archive/2008/10/15/1547727.aspxhttp://manyeyes.alphaworks.ibm.com/manyeyes/

thought starters

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