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1Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
IT ALWAYS STARTS AT AN INFLECTION POINT
Me:
Joe Rogers is Managing Partner at The Contenders. A multi disciplinary agency focused on solving todays business problems through tomorrows brand thinking. Joe provides senior level council to Wesfarmers, LVMH and Australian Federal Government. Born In Leeds, raised in Nova Scotia and now Melborurian by choice.Joe is a father of two young daughters, a proud husband to his partner, author Megan Rogers, and is the part owner of the worlds most expensive black lab, Dewey.
HANG ON TIGHT THE FUTURE FOR BRANDS
2Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
In a Markables study of M&A data covering over 6,000 mergers and acquisitions worldwide between 2003 and 2013 there has been a clear shift toward how brands are being valued.
IT ALWAYS STARTS AT AN INFLECTION POINT
3Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
In a Markables study of M&A data covering over 6,000 mergers and acquisitions worldwide between 2003 and 2013 there has been a clear shift toward how brands are being valued.
POSSIBLE VALUE
FIXED VALUE
IT ALWAYS STARTS AT AN INFLECTION POINT
4Copyright © The Contenders 2016 All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
FROM ‘MAXIMISING CAPTURED VALUE’IT ALWAYS STARTS AT AN INFLECTION POINT
5Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
TO THE ‘CONTINUOUS SEARCH FOR & THE CREATION OF NEW VALUE’
IT ALWAYS STARTS AT AN INFLECTION POINT
6Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
MY CONTENTION
Most brands are still built for a world that no longer exists. They are a legacy of a past world of mass production, controlled
and a physical first world.
America’s best selling vehicle for 35 years. best sales year 584,187 in 2011.
7Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Rather than built as an enabling force for an organisations future. Built for a future shaped by personalisation and customisation,
digitalisation and nativism.
MY CONTENTION
In four months in to end April 2016 400,000 people have put down $1,000 for a car that is not even built yet.
MY CONTENTION
8Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Unfortunate Brands
Elite Brands
Most Brands
The middle used to be safe and comfortable. It was also the biggest addressable market.
1/ THE FUTURE IS NOT THE PAST
9Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Unfortunate Brands
Elite Brands
Most Brands
The middle used to be safe and comfortable. It also was the biggest addressable market.
1/ THE FUTURE IS NOT THE PAST
“The creamy middles”
10Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Examples of creamy middle thinking
The Multinational:
Suburbs: The Big Box Store: Globalisation:
Middle Class: The Middle Man :
1/ THE FUTURE IS NOT THE PAST
11Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
One Large Winner
Now, it is a death trap to the power of X
One dominant player big player ten times bigger and a whole bunch of smaller brands.
If you stay in the middle when there is not one, only one thing happens. You get run over.
Smaller Niche Brands
In a digitally connected world you start to see totally different distributions as ‘normal distributions’.
1/ THE FUTURE IS NOT THE PAST
12Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Go direct
1/ THE FUTURE IS NOT THE PAST
13Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Restrict choice, three levels of value
1/ THE FUTURE IS NOT THE PAST
14Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Velocity of innovation
1/ THE FUTURE IS NOT THE PAST
15Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
From a physical product orientation
1/ THE FUTURE IS NOT THE PAST
16Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Through a digital physical product orientation
1/ THE FUTURE IS NOT THE PAST
17Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
To a purposeful experience orientation
1/ THE FUTURE IS NOT THE PAST
18Copyright © The Contenders 2016. All rights reserved. This work may not be reproduced, copied, adapted or exploited in any form without the prior written consent of The Contenders. The material in this presentation is of a general nature only and is intended only for your reference purposes. In particular, this presentation does not provide an accurate representation of final photography, final illustrations, final printed colours or final finishes. Parts of the creative concepts in this presentation may contain material belonging to third parties. No right to use, or ownership rights to, third party material are conveyed to either The Contenders or you. No responsibility for any loss occasioned to any person acting on or refraining from acting as a result of any material published in this presentation will be accepted by The Contenders.
Brands that marketed generic products through a controlled distribution system that innovated inside an existing system
Continuous innovation to deliver differentiated products marketed through
marketing that is also differentiated
Digitally distracted Digitally enabled
1/ THE FUTURE IS NOT THE PAST
Summary
THANK YOU
PLEASED TO BE STANDING IN YOUR CORNER
Joe Rogers Managing Partner
[email protected] www.thecontenders.co
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