GoOpen 2010: Stefan Engseth

© 2010 DetectiveMarketing.com

1

2002 2009


2

What is ONE?

“It’s a consumer revolution – a demanding but liberating shift. The rise of this powerful consumer boss marks one of the most important milestones in the history of branding.”

A.G. LafleyCEO

The Procter & Gamble Company (Advertising Age75TH)


3


4

“We have empirical proof that today’s smart consumersees through hidden PR messages in the media.”

Professor Micael Dahlén Centre for Consumer Marketing Stockholm School of Economics


5

(www.politifact.com)


6

Brands vs. Media channel Barack Obama , Tommy Hilfiger och Diesel, iCoke. IKEA?

(tv.audi.com)


7


8

Survival instinct vs. social media Survival brands vs. social media

DNA evolution


9


9


10

Piano stairs

http://www.youtube.com/watch?v=2lXh2n0aPyw


11

Manpower Womanpower


12

(Designer: Joachim Nordwall, J.Nordwall Design)

12



13

Google AdWords into the off-line world Increase Google’s sales by a factor of 99%?

Google

Downtown


14

“We do a lot of things but to build towns is not the focus we have right now, but if someone else would finance it we could think about it (as long as it is not our money).”

Global CEO Eric Schmidt Google Inc

© 2010 DetectiveMarketing.com 14


15

Internal- and external communicationOne ’fan tribe’ not two

Internal External


16

Museum vs. brands


17

1. Consumers/fans

3. Original brands

2. Competitors/copies/pirate brands/copy brands


18

ONE


History Future

19


Focusing business strategySAS

20


21

Move business forward and drag Top Management along with you!

21



22

THANkS!

www.DetectiveMarketing.com

Documents

GoOpen 2010: Stefan Engseth