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© Catalyx. The material in this document is owned by Catalyx Technology Enabled Collaboration for Better Brand Building Guy White, Managing Director, Catalyx

Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

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14-16 October 2014 Copenhagen. Europe's crowd conference explores the best practices in crowdsourcing and the collaborative economy that are fundamentally changing society, mindsets and possibilities across all industries. Read more: http://crowdsourcingweek.com/csw-europe-14/#ixzz3GfNivm72 http://crowdsourcingweek.com/csw-europe-14/speakers/

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Page 1: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

© Catalyx. The material in this document is owned by Catalyx

Technology Enabled Collaboration for Better

Brand Building

Guy White, Managing Director,

Catalyx

Page 2: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

We unlock value from the collective intelligence of crowds, communities and conversations…

To uncover insight.

To co-create marketing, product & policy

innovation.

To build participant and consumer engagement.

Page 3: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

Our view of brand building (this hasn’t changed)…

Page 4: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

A traditional brand building approach

Learn

(research agency)

Create

(creative agency)

Test

(research agency)

Go

Try again

Page 5: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

A traditional brand building approach

COMPANY CONSUMER

PRODUCT

PURCHASE

Page 6: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

When things go (really) wrong…

Page 7: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

Marketing Crowdsourcing is not new

2014 Pillsbury Bake off Competition

1949 Pillsbury Bake Off Competition Grand Prize Winners

1949 2013

Page 8: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

The disruptor was the technology…

Platform + People + Incentive

Page 9: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

Doing the offline bigger, better and faster online

Page 10: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

Doing the offline bigger, better and faster online

Learn

(research agency)

Create

(creative agency)

Test

(research agency)

Go

Try again

$$$

Page 11: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

It’s not yet perfect…

Echo Chamber remains Massive Waste remains Brand expertise lost

Page 12: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

A second disruption is going on…

True technology enabled collaboration - The Consumer Co-Creation Community

Learn:

Create, Test

and evolve: Ideas:

Engage and

launch:

Page 13: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

From insight to launch in 5 months, 20% brand awareness before launch and so much buzz launch brought forward to meet demand

In conjunction with

Page 14: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

100 ideas, 10 validated concepts, a 12 month digital content calendar, a co-created digital strategy…. In less than a month

In conjunction with

Page 15: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

Disrupting the Brand building mindset

WITH not FOR the end user

Interpret the experts, don’t be the expert

No more silos:

Research and creativity happen at the same time

Page 16: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

But, keeping the important things…

Collaboration not competition Expert skills remain with experts

Page 17: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

A glimpse into the future ? – the crowdsourced Brand – from idea, to design to testing to funding…

Page 18: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

…. To marketing and communication

Technology Enabled Collaboration building better brands 100% by customers, for customers

Page 19: Catalyx @ CSW Copenhagen: Technology Enabled Collaboration for Better Brand Building

[email protected]

0041 22 345 0994

Please contact us for any more information

© Catalyx. The material in this document is owned by Catalyx