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WHY CHANGE? WHY NOW?
JUST SINCE 2003iTunes iPadFacebook InstagramYouTube SiriiPhone Snapchat
HUMAN ATTENTION SPAN:8 SECONDS. THAT’S LESS THAN A GOLD FISH
OH, WAIT…SHINY OBJECT8 seconds4 seconds50% of 111 words593 words
EXPOSURES PER DAY
63% OF WOMEN
DON’T GO AN HOUR WITHOUT CHECKING
THEIR PHONE
73% OF MEN
IN FIVE YEARS, EVERY MIDDLE CLASS PERSON ON EARTH WILL HAVE 10 CONNECTED DEVICES.
NOT CHANGINGIS NOT AN OPTION.
6 KEY IMPERATIVES FOR SURVIVING AND THRIVINGIN THE NEW WORLD1. Be relevant. 2. Be human. 3. Tell stories. (Humans like stories.)4. Don’t drown in data. 5. Digital this, omni that. 6. Upset the apple cart.
THE ONLY THINGTHAT’S RELEVANT IS RELEVANCE.
Don’t interrupt what people are interested in
Become what people are interested in.
BE MOREHUMAN
INSTITUTIONAL ERAPuts the company firstSpeaks from the scriptTalks at youRelies solely on logicIs rigid and predictableIs hierarchicalWon’t admit mistakes
HUMAN ERAShows empathyHas conversationsEngages at eye levelRelies on insightIs adaptive and flexibleIs networkedRecognizes weaknesses
HUMANSLIKE STORIES
DATA, DATA EVERYWHEREBUT NOT A DROP TO DRINK
DIGITAL IS DIGITAL IS
DIGITAL IS EVERYTHING IS DIGITAL.
CHANGEOR BE CHANGED
BRANDCENTER
BRAND MGMTEXPERIENCEPLANNING &
CONTENTSTUDIO
GLOBALMARKETINGSTRATEGY
& EXECUTION(PAID)
BRANDMGMT &
EXPERIENCEPLANNING
CONTENTSTUDIO VISUAL
EDITORIAL
GLOBALSPONSORSHIPS
&PARTNERSHIPS
MARKETINGTECHNOLOGY
& OPERATIONS
CHIEFMARKETING
OFFICER
VICE PRESIDENT
MANAGER
ASST DIRECTOR
ASST DIRECTOR
DIRECTOR
DIRECTOR
DIRECTOR
DIRECTOR
DIRECTORDIRECTOR
DIRECTOR
CHIEF MKTGTECHNOLOGIST
INSIGHTSCENTER
ANALYTICS& BUSINESSINTELLIGENCE
MARKETRESEARCH
CONSUMER& CULTURALENGAGEMENT
GROWTHSTRATEGY &INNOVATION
ORGANIZATIONAL DNA CHART
DESIGN + BRAN D COMMU N ICATION
pattee.com
©2015
VICE PRESIDENT
ASST DIRECTOR
FACT: STRONG BRANDSPERFORM BETTER
BRAND POWER DRIVES BRAND VALUE
TRIBAL
UNATTACHED
LEGENDS
STORY TELLERS
Revenue growth: +6% pointsEBIT margin: +300 basis pointsMarket value growth: +11% points
THE END.
