Lesson 2_strategic planning_cool story bro_english

nobody knows how it works but... !

!cool story bro !

L E S S O N # 2s t r a t e g i c p l a n n i n g

h e l e n e d u v o u x _ m a u g u e t 0 1 5

2��

brand story !R I C H A R D C O R D I N E R _ R E F

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« brands fail to connect » !

R I C H A R D C O R D I N E R _ B R A N D S T O R Y

4��i p o d _ g r a f fi t y c a s e

who is this guy? !

who is this guy? !

he’s je f f ja rv is

#empowerment !

9��

people have a !

voice !

people have !choice !

people are !in control !

YOU’RE DOING (IT) WRONG

the digital revolutionhappened !

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the media landscape became awfully

complex !

1. markets are conversations !H T T P : / / W W W . C L U E T R A I N . C O M /

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consumers becoming completly irrational !

new customs adopted !

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j w t i n t e l l i g e n c e _ 1 0 t r e n d s f o r 2 0 1 3h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = b c d s 7 z q e l p m

20��

22��

competition comes from anywhere !

Et bientôt l’imprimante 3D et la nouvelle

révolution industrielle !

while we wait for the next industrial

revolution… !

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25��

better connected and more informed than ever before,

the consumer was suddenly willing and able to use its

new found connectivity against the brand if i t dared contravening an unspoken

contract of trust. !

R I C H A R D C O R D I N E R _ B R A N D S T O R Y

microsof t_br ingthe loveback

Kill bill

27!

everything is

dead

advertising’sfault

t e l e v i s i o n i s a d r u gh t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = e 4 m q h t c e w e 8

« marketing is dead »

K E V I N R O B E R T Sh t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -

s a a t c h i - c e o

marketing is dead. the role of marketing has changed now. (…) marketing’s jobs is to create movement and inspire people to join you.



“the big idea is dead. there are no more big ideas.

creative leaders should go for getting lots and lots of small ideas out there. stop

beating yourself up searching for the one big idea.

get lots of ideas out there and then let the people you

interact with feed those ideas and they will make it big.”



“everyone wants a conversation. they want

inspiration. inspire people with your website. don’t just

interrupt, but interact. asking about return on investment is

the wrong question today. you should be asking about

return on involvement.”



35!

like this?

pantene aqua l ight uk_make a swisssh

h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = C 2 _ f m A o - 6 k k

p a n t e n e a q u a l i g h t u k _ m a k e a s w i s s s h

pantene aqua l ight uk_make a swisssh

https://www.youtube.com/watch?v=pakmgyeqe7k

h t t p : / / f r . s l i d e s h a r e . n e t / e n g a g e m e n t v s i n t e r r u p t i o n / e n g a g e m e n t -v s i n t e r r u p t i o n - 1 4 1 8 0 4 1 8

THOUGH

T I M G E O G H E G A N i nh t t p : / / b b h - l a b s . c o m / t h e - p o w e r - a n d - p e r i l s - o f - p a r t i c i p a t i o n - 2 /

H T T P : / / W W W . H O U S E O F N A K E D . C O M /

brands were

44

in this environement of doubt, brands got scared and started to l isten to

everybody !

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05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

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internet rules the world

converse_domainat ionh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = C H t y Q J z T y 7 0

48

comms planning/ imc

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« the art and science of reaching target audiences using

marketing communication channels »*

* h t t p : / / e n . w i k i p e d i a . o r g / w i k i / C o m m u n i c a t i o n _ p l a n n i n g

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S M A R T _ D E J O U E Z PA R I S

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S M A R T _ D E J O U E Z PA R I S

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three sixty

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= consistency&declension

55

D U M B WAY S TO D I E _ C A S Eh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = I x Z _ Z z n O 2 e k

56

D U M B WAY S TO D I E _ C L I Ph t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = I J N R 2 E p S 0 j w

57

transmedia

58��

= diversification&pathway

59��rom_amer ican rom

t o p s h o p _ g o o g l e +h t t p s : / / p l u s . g o o g l e . c o m / + t o p s h o p

h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = 5 t a f 9 o fl 9 9 g

61

365

oreo_dai ly twis t h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = Z D S c 0 V 3 A E n k

65

real time advertising

coca co la_polar bears_superbowlh t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = S L W P Y d s V 7 p o

67

crowdsourcing/co-creation /

ugc

we believe, people embrace what they create. !

H T T P : / / E N . W I K I P E D I A . O R G / W I K I / E N G A G E M E N T _ M A R K E T I N GINTERVIEW ALAN MOORE WITH HENRY JENKINS DEFLORZ PROFESSOR OF HUMANITIES AND FOUNDER AND DIRECTOR OF THE

COMPARATIVE MEDIA STUDIES PROGRAM AT MIT

s t a r b u c k s _ m y s t a r b u c k s i d e ah t t p : / / m y s t a r b u c k s i d e a . f o r c e . c o m / i d e a h o m e

m o n t b l a n c _ t h e b e a u t y o f a s e c o n dh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = r 0 k c 0 _ t b v 9 w # a t = 3 4 /

g o o g l e _ d e m o s l a mh t t p : / / w w w . d e m o s l a m . c o m /

g o o g l e _ d e m o s l a mh t t p : / / w w w . d e m o s l a m . c o m /

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memetics

internet memes are thus a "hijacking of the original idea," the very idea of a meme having mutated

and evolved in this new direction

R I C H A R D D A W K I N S

meme generator_my l i t t le ponyh t t p : / / m e m e g e n e r a t o r . n e t / M y - L i t t l e - P o n y

h t t p : / / w w w . v i s i t s c o t l a n d . c o m / b l o g / s c o t l a n d / s h e t l a n d -p o n i e s - i n - c a r d i g a n s /

visi t scott landh t t p : / / w w w . y o u t u b e . c o m / w a t c h ?

f e a t u r e = p l a y e r _ e m b e d d e d & v = K F D N a b O q g 3 Q

three_danceponydanceh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = E k r 0 5 T 9 I a i o

three_pony mixerh t t p : / / w w w . y o u t u b e . c o m / w a t c h ?

f e a t u r e = p l a y e r _ e m b e d d e d & v = r W X D - g Z u W N k

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who cares??

semiotics !

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red bul l_st ra tos

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ibm_the boy and h is a tom

84

behavioral economics

HTTP://THEFUNTHEORY.COM/

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v w _ t h e f u n t h e o r yh t t p : / / w w w. t h e f u n t h e o r y. c o m /

i m m o r t a l f a n s _ r e c i f e f o o t b a l l c l u bh t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = u t r y i y x z 5 e o

Immortal fans !

The great schlep

O B A M A _ t h e g r e a t s c h l e ph t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = - c 3 I m b C 2 B B k

stunt

t rop icana_ar t ic sunh t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = u X 3 E e m f s K d s

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brand content

prada_a therapyh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = - g l - k a g u m n g

"

lac ta_ love in the endh t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = x e o n - c k r l k o

"

PERMISSION !

INTERRUPTION !

engagement marketing

ONE-WAY TWO-WAY

without any clear definition, the term engagement has become

commonplace in marketing practice, with many believing

that engagement is of key importance in evoking a response (attitudinal or

behavioural) from consumers, assuming it ultimately leads to

purchases and brand loyalty . !

F A C E B O O K F A N S : A F A N F O R L I F E ?K A R E N N E L S O N - F I E L D A N D J E N N I F E R T A Y L O R _ A D M A P _ M A Y 2 0 1 2

Alors que les compagnies internet s'efforcent d'ajuster leurs services à nos goûts personnels (y compris l'actualité et les résultats de recherche), une dangereuse conséquence, involontaire, émerge : nous nous retrouvons piégés dans une "bulle de filtres" et ne nous trouvons pas exposés à l'informaPon qui pourrait remeQre en quesPon ou élargir notre percepPon du

monde. Eli Pariser argumente avec force qu'au final cela s'avérera mauvais pour nous et pour la démocraPe.

Pioneering online organizer Eli Pariser is the author of "The Filter Bubble," about how

personalized search might be narrowing our worldview. Full bio »

H T T P : / / M A R T I N W E I G E L . O R G / 2 0 1 3 / 0 2 / 2 0 / A - T A L E - O F -H U M I L I T Y - A N D - I N D I F F E R E N C E /

ta lk ta lk_br ightdancingH T T P S : / / W W W . Y O U T U B E . C O M / W A T C H ?

V = L R Q N K O Y 8 P T U

service

103��

delivering happiness – a path to profits, passion, and purpose

you admire a character for trying more than for their

successes. !

R U L E # 1T H E 2 2 R U L E S O F S T O R Y T E L L I N G , A C C O R D I N G T O

P I X A R _ E M M A C O A T S

WHEN IT COMES TO INTERACTING WITH YOUR CUSTOMERS, MORE ISN'T BETTER. !

HARVARD BUSINESS REVIEW_THREE MYTHS ABOUT WHAT CUSTOMERS WANT_KAREN FREEMAN, PATRICK SPENNER AND ANNA BIRD_MAI 2012

dominos p izza_turnaroundh t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = A H 5 R 5 6 j I L a g

neuromarketing

big data

i l est vra i que cela génère du business et de la rentabi l i té : des chercheurs du mit ont récemment réal isé une étude

sur 330 entreprises. el le montre clairement que les entreprises qui

exploitent intel l igemment les données ont en moyenne une productivi té

supérieure de 5% et une rentabi l i té supérieure de 6 % par rapport à leurs

concurrentes

H A R V A R D B U S I N E S S R E V I E W _ N O V E M B R E 2 0 1 2H T T P : / / W W W . D O C N E W S . F R / A C T U A L I T E S / T R I B U N E , B I G - D A T A - V A L U E D -

D A T A , 3 5 , 1 5 7 2 8 . H T M L

i b m a l a n c é u n o u t i l q u i m e s u r e t o u s l e s b r u i t s a u t o u r s d ’ u n e m a r q u e . i l s o n t f a i t p o u r v a c h e q u i r i t u n e é t u d e a u x u s a . i l s o n t d é t e c t é q u e l a m a r q u e s u r c e m a r c h é é t a i t p e r ç u e c o m m e

u n p r o d u i t d i é t é t i q u e . i l s l ' o n t d é p l a c é d a n s l e s r a y o n s d i é t é t i q u e s - c e l a a f a i t p r o g r e s s e r l e s v e n t e s d e + 4 0 % .

p e r s o n n e n ’ a v a i t v u c e l a a v a n t .h t t p : / / w w w . d o c n e w s . f r / a c t u a l i t e s / i n n o v a t i o n , b i g - b a n g - b i g - d a t a ,

3 4 , 1 5 3 1 2 . h t m l

+40%

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who cares??

dan wieden_about creat iv i tyh t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = O 6 n j B 6 F o r X 0

« do you want a right hand or a left hand? i want to use both my hands, you know! »

D A N W I E D E N

« it’s not a choice it’s just expanding

opportunities »

D A N W I E D E N

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cadbury_gor i l la

116

bing_decoded jay-zh t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = x n i c 4 w f 8 a y g

old sp ice_the man your man could smel l l ike

old sp ice_case s tudy

paid owned

earned created build something that didn’t exist for consumers

The job is undergoing a radical mutation !

>strategic planners >brand planners >account planners >comms planners >media/ channel planners >behaviour planners >innovation planners >digital planners >… !

Behavioral thinking

Conceptual thinking

purpose mechanics channels

purpose mechanics channels

01_business problem

02_explore 03_insights

04_brand purpose05_objectives

06_target & demand07_brand behaviour

08_organising idea/task09_ integrated creative brief

10_activating ideas

Marketing

Lesson 2_strategic planning_cool story bro_english