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
![Page 1: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/1.jpg)
![Page 2: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/2.jpg)
Account Planning.The evolution of a species.
September 2009
![Page 3: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/3.jpg)
What business are you goingto be in?
![Page 4: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/4.jpg)
…playing Nirvana
![Page 5: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/5.jpg)
Advertising?
![Page 6: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/6.jpg)
![Page 7: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/7.jpg)
Communications?
![Page 8: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/8.jpg)
Then what?
![Page 9: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/9.jpg)
it is a time of massive flux.
![Page 10: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/10.jpg)
the rules of almost everythingare being re-written.
![Page 11: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/11.jpg)
the transition is not over.
![Page 12: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/12.jpg)
reinvention
![Page 13: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/13.jpg)
what happened?how does it affect what we do?
what hasn’t changed?
![Page 14: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/14.jpg)
the other climate change
![Page 15: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/15.jpg)
Marketers used tohave it all
Controlled content
Dictated access
Marketed at people
Consumer as object
Filtered the ‘chatter’
![Page 16: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/16.jpg)
![Page 17: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/17.jpg)
Power to thePeople
Controlled content
Dictated access
Marketed at people
Consumer as object
Filtered the ‘chatter’
open
produce
by
unfiltered
subject
![Page 18: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/18.jpg)
From life on-demand… ..to participation culture
![Page 19: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/19.jpg)
Citizen Journalism
Hactivism
Crowd sourcing
Co-creating
![Page 20: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/20.jpg)
Peopleʼs relationship with brandshas changed
![Page 21: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/21.jpg)
Brands are acanvas
![Page 22: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/22.jpg)
People want tofind themselvesthrough brands
![Page 23: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/23.jpg)
![Page 24: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/24.jpg)
People wantbrands to
support theirnarrative.
![Page 25: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/25.jpg)
People want to be involved
![Page 26: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/26.jpg)
![Page 27: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/27.jpg)
![Page 28: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/28.jpg)
They value action and proof notjust promises
![Page 29: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/29.jpg)
2007 2009
![Page 30: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/30.jpg)
![Page 31: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/31.jpg)
They demand more integrity
ResponsivenessResponsibility
![Page 32: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/32.jpg)
![Page 33: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/33.jpg)
• 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
![Page 34: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/34.jpg)
5000songs, shuffle
Design
“People define their ownnarrative through their playlist”
![Page 35: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/35.jpg)
function technology individuality
form style belonging
Not ‘or’but ‘and’(and all)
![Page 36: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/36.jpg)
It changes how we connectwith people
![Page 37: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/37.jpg)
1. Entertainment
![Page 38: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/38.jpg)
2. Utility
TonicTalk
![Page 39: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/39.jpg)
3. Feeding connections
![Page 40: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/40.jpg)
![Page 41: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/41.jpg)
![Page 42: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/42.jpg)
brand coherenceconversational continuity
orchestration
It creates new challenges
![Page 43: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/43.jpg)
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
![Page 44: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/44.jpg)
CONSUMER INVOLVEMENT
![Page 45: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/45.jpg)
what hasn’t changed?
![Page 46: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/46.jpg)
Picture of campfire
![Page 47: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/47.jpg)
We shape relationships that matter
They anchor ideas about who we are and where we get meaning
![Page 48: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/48.jpg)
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
![Page 49: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/49.jpg)
![Page 50: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/50.jpg)
![Page 51: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/51.jpg)
![Page 52: Marketing Strategy: Evolution Of A Species](https://reader034.vdocument.in/reader034/viewer/2022052523/55561921d8b42ae0238b4fcd/html5/thumbnails/52.jpg)