fractal marketing framework

Fractal Frameworks

• Fractalo Self-similar structures at every level of a systemo Fractal is different from hierarchical or subsystems

• Fractal Organizationso Opposite of multi-level marketing/network marketing

• Fractal Marketingo Authenticity is self-same by definitiono Authentic brands and engaging advertisement must remain on-message

and exhibit the same structures• Use of the fractal frameworks

o Tool for analysis of strategies of organizations and their offeringso Not all organizations could or should be fractal

MarketingMarketing

Fractal Framework for Marketing

Copyright © Jeff McNeill, 2007. This work licensed under a Creative Commons Attribution-Share Alike 3.0 License.

Brand

Customers

Strategy


Marketing


Brand-Brand

Brand-Customers

Customers-Brand

Customers-Customers

Brand-Strategy Strategy-Brand

Customers-Strategy

Strategy-Strategy

Strategy-Customers

Brand

Customers

Strategy


Marketing


Resource-based view, strategic positioning, transaction cost

Brand extensibility and evolution

Relationship marketing, permission marketing, customer acquisition strategy, market share

Unique brand personality

Brand experience, sensory engagement, appropriate advertising, store design and locations

Demographics, psychographics, culture codes, expectations

User-driven brands, open-source, feedback, crowdsourcing

Brand-Brand

Brand-Customers

Customers-Brand

Customers-Customers

Brand-Strategy Strategy-Brand

Customers-Strategy

Strategy-Strategy

Strategy-Customers

Brand

Customers

Strategy


Brand-based communities, word-of-mouth, buzz marketing

Marketing

Value proposition, strategy canvas, strategic brand features


Is the strategy reflected in the brand experience, sensory engagement, appropriate advertising, store design and locations? Is the strategy represented consistently and is it well-understood?

Is the unique and differentiated brand personality represented by the choices made in brand experience, sensory engagement, appropriate advertising, store design and locations?

Are demographics, psychographics, culture codes, and expectations adequately and appropriately reflected in the brand experience, sensory engagement, appropriate advertising, store design and locations?

BrandBrand-Customers

CustomersBrand-Customers

StrategyBrand-Customers


Brand-Customers

Brand-Customers component magnification

Brand experience, sensory engagement, appropriate advertising, store design

and locations


fractal marketing framework

Business