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Smart Brands in the Age of Hyper-Connectivity
TIM LEBERECHT
Smart brands
“Hyper-connectivity is the single most important trend in the world today.“ Thomas Friedman
Smart systems
Sensing Real-time feedback Constant adaptation Self-organization
Hyper-connectivity creates hyper-disruption as industry boundaries blur, partners become competitors and vice versa, and ecosystems emerge as the critical advantage.
Logo mashups by Mario Amaya
Brand.com -> search “brand” on Google -> Facebook.com/brand -> Twitter.com/brand -> brand app -> SMART BRAND
Debunking 5 marketing myths
Myth#1: Strategy
“Plan well. Have a strategy. And then the moment you hit the ground, forget about it.”
Speed
Black Swans
Smart marketers have absolutely no plan.
Super-flexibility
Adaptation
Jugaad
Photo: Sanjeev Shankar
Anonymous
Microsoft KINECT
Ready to be hacked
Microsoft KINECT
Ready to be hacked
Marketing Hardware Marketing Software Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributed/social web
Tradeshows Community gatherings
Trademarks Goodwill
Push Pull
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboards/ads Customer service
Print collateral Apps
………. ……….
Myth#2: Control
The loss thereof…
http://www.youtube.com/watch?v=5YGc4zOqozo
“In the old days, brands wanted everybody to pay
attention to them. Now brands need to pay
attention to everybody else.” - Umair Haque
Everyone can see everything What you do affects everyone Everyone can share with anyone what you do and how you do it
Emergence or the permanent crisis
“There is a crack, a crack in everything. That's how the light gets in.” Leonard Cohen
The more control you give up, the more influence you gain.
Microsoft KINECT
Ready to be hacked
What are the programs and tools you use to activate connections and unlock their value? - Account marketing - VIP customers - Strategic partnerships
Thought leadership - Publishing - High-touch events - Social media - PR
- Revenue contribution - Direct/indirect lead funnel
contribution - Extension/diversification
of portfolio - Brand recognition, loyalty,
and goodwill
What are the dormant or active networks that matter? And which are strong/weak ties? - Customer network - Influencer or decision-maker
networks - Conference networks - School (alumni) networks - Media community - Analyst community - Investor community - Alumni network - Employee networks
Activating valuable connections
- Customer database - Access to knowledge and experts - Growth of VIP customer network - Customer satisfaction - Marketing value-add for customers - Employee satisfaction and engagement
How do you qualify and quantify the value you create?
Activating
Connections
Valuable
Complexity
Co-create
Complexity
Complexity
Create the story
“Create more value than you capture.” Tim O’Reilly
The more control you give up, the more influence you gain.
Complexity
Democratic exclusivity
Only 48 seats
Adaptive Transparent Open Micro
Conversations instead of messages
Feedback = creation
Permanent beta
Easy to join
Easy to co-create/hack
Easy to share
Content
Distribution
Timing
The more you share, the more you
will receive
Everything is visible to everyone
Authenticity
Myth #3: Consistency
Myth #3: Consistency
Change the message, constantly
Unpredictability is the new consistency
Random acts of kindness
Serendipity
Anticipation
Disruption
Photo: Natsumi Hayashi
Myth #4: Data
Big Data Data is exploding, growing in exponential proportions.
Data deluge
People are living, breathing, feeling, adaptable beings. Is your brand?
Social intelligence
Social intelligence
Distributed presence
Myth #5: Excellence
From excellence to significance.
The desire to connect
PRODUCT/SERVICE [Scarcity]
COMMUNITY [Sociality]
PURPOSE [Transcendence]
MARKETING = THE MEANING OFFICE
Real-time conversations Micro-content
Open collaboration
Internal brandholders
External brandholders
Proprietary & Confidential. ©Aricent Group 2011 60
SMALL Micro Customizable Relevant Actionable Eye-to-eye Direct Instant Accessible Sharable Atomized
SOCIAL Connecting Community Belonging Identity Like-minded Affinity New people Status Compassion Fun Love Friendship Hobbies Fans
PROVOCATIVE Making you think Disruption Divergence Deconstruction Surprise Shock Unexpected Unlikely Challenging status quo Unique Attention-grabbing Different In your face
RESPONSIBLE Doing good Political Socially responsible Eco-friendly Ethical Human rights Values Family Nation Common Good Earth
Marketing with Meaning DRAMATIC
Making sense Cohesion Convergence Morale Consistency Imagination Entertainment Cultural relevance Characters Suspense Comedy Tragedy Identification
CONVERSATIONAL Listening Empathy Adaptive Changing messages Two-way Let go of control Open Respect Flow Topical Point-of-view
Being Wrong = Seeing the world as it is not
See the world as it is not
Everyone can see everything What you do affects everyone Everyone can share with anyone what you do and how you do it
“The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and liberal arts, to be able to get the best of both.” Steve Jobs
“Our world is being dramatically reshaped. The rules of the past no longer apply. In the 21st century, it's no longer what you do that matters most but how you do it.” Dov Seidman
“Our world is being dramatically reshaped. The rules of the past no longer apply. In the 21st century, it's no longer what you do that matters most but how you do it.” DoSeidman
Culture
1) Deliver WOW Through Service 2) Embrace and Drive Change 3) Create Fun and A Little Weirdness 4) Be Adventurous, Creative, and Open-Minded 5) Pursue Growth and Learning 6) Build Open and Honest Relationships With Communication 7) Build a Positive Team and Family Spirit 8) Do More With Less 9) Be Passionate and Determined 10) Be Humble
Culture
- Open door office policy - Publication of financial results unusual for a private company - Meetings open to the public and phone numbers and video conference URLs posted on their wiki - Public road map: Future tech direction of company easily accessible on wiki
Happiness
Happiness
Happiness
Traditional brands Smart brands
Strategy Beliefs
Plan Action
Process Principles
Annual/quarterly horizon Daily adaptation
ROI Meaning
Control Permanent crisis
Consistency Serendipity
Big Data Big Intuition
Fast turn-around Real-time
Centralized knowledge Decentralized knowledge
Command and coordination Empowerment and networks
Go-to-market Distributed presence
Message Content
Smart brands
“Managerial capitalism asks everyone to leave randomness at home and come to work as a hard-headed pragmatist, a heat-seeking problem solver. But managing, creating, and delivering randomness means living with variation. It means asking people to get in touch with their differences instead of asking them, as we usually do, to converge on a shared facsimile of selfhood.” Grant McCracken – Chief Culture Officer
“What’s interesting about you is you.” – Alonzo King
@timleberecht [email protected]
Happiness