a passion for better marketing ernst & young marketing conference presentation
DESCRIPTION
A Passion for Better Marketing was the theme of the January 2011 Ernst & Young Marketing Team Conference that I was invited to speak at. This is the presentation that I gave to an engaged and lively session where some of the big questions got asked - why are we different? How do we win? How can I make a difference?TRANSCRIPT
![Page 1: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/1.jpg)
Ernst & Young Marketing ConferenceJanuary 2011
Justin Basiniwww.basini.com www.i-allow.com
A Passion For Better Marketing
© Justin Basini, 2011
![Page 2: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/2.jpg)
© Justin Basini, 2011
THINK
FEEL
DO
![Page 3: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/3.jpg)
04/10/2023 3
A Passion for Better Marketing
A Passion for Better Marketing – Ernst & Young Conference© Justin Basini, 2011
My Better Marketing Goal is:
I NEED TO THINK:
I NEED TO FEEL:
I NEED TO DO:
![Page 4: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/4.jpg)
© Justin Basini, 2011
COMMODITISATION
GROWTH
DIFFERENTIATION
![Page 5: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/5.jpg)
5© Justin Basini, 2011
![Page 6: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/6.jpg)
6
1p per 10g 20p per 10g
2,000% PREMIUM
© Justin Basini, 2011
![Page 7: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/7.jpg)
© Justin Basini, 2011
COMMODITISATIONThere are no commodity markets, only commodity marketing
![Page 8: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/8.jpg)
GROWTHIn most markets growth has stalled which means the game has changed
![Page 9: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/9.jpg)
Stealing sharefrom competitors
Huntingfor growth opportunities
![Page 10: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/10.jpg)
10
DIFFERENTIATIONHow important is it to be different?
![Page 11: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/11.jpg)
Different?
![Page 12: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/12.jpg)
DIFFERENTIATION GROWTH
20%
56%
The top 20% most differentiated companies account for 66% of the growth in the market
Source: Deutsche Bank survey of the effect of brands and advertising on 50 global brands in 5 sectors, 2008
![Page 13: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/13.jpg)
DIFFERENT?
Different? Product Delivery Message Look & Feel Content Attitude Culture People Innovation
![Page 14: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/14.jpg)
04/10/2023 14
![Page 15: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/15.jpg)
© Justin Basini, 2011
THINK
FEEL
DO
![Page 16: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/16.jpg)
© Justin Basini, 2011
THINK
![Page 17: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/17.jpg)
© Justin Basini, 2011
THINK
Become an intelligent business
Spot and exploit trends
Understand the customer experience
1
2
3
![Page 18: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/18.jpg)
18© Justin Basini, 2011
![Page 19: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/19.jpg)
19
Generate great content and ideas1
2 Make the content compelling – any place, any channel, any time, anywhere
© Justin Basini, 2011
![Page 20: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/20.jpg)
© Justin Basini, 2011
![Page 21: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/21.jpg)
04/10/2023 21© Justin Basini, 2011
![Page 22: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/22.jpg)
04/10/2023 22© Justin Basini, 2011
![Page 23: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/23.jpg)
© Justin Basini, 2011
FEEL
ENERGY & MOMENTUM
CREATIVITY
![Page 24: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/24.jpg)
© Justin Basini, 2011© Justin Basini, 2011
![Page 25: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/25.jpg)
Momentum counts for a lot in professional services – how do you become the brand with momentum
Source: Deutsche Bank analysis of M&A advisory market 1998-2005
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7
Market Share increases over time for largest market share gainer
TIME
© Justin Basini, 2011
![Page 26: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/26.jpg)
04/10/2023 26
CREATIVITY© Justin Basini, 2011
![Page 27: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/27.jpg)
04/10/2023 27© Justin Basini, 2011
![Page 28: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/28.jpg)
2007Change in Key Concepts in Financial Advertising and Branding
Trust
Risk
Balance
Winning
Dedication
Expertise
Guidance
Integrity
Excellence
Reliabilty Leadership
Dreams
Future Goals
Vision
Innovation
Connection
Nurturing
Partnership
Togetherness
Security
Faith
Character
Loyalty
ChallengeFamily
Roots Comfort
Real
Authenticity
Stability
Tradition
Identity
Experience
Care
PrideAspiration
Commitment
Growth
Opportunity
Service
Performance
Moderation
Simplicity
Home
© Justin Basini, 2011
![Page 29: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/29.jpg)
![Page 30: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/30.jpg)
© Justin Basini, 2011© Justin Basini, 2011
![Page 31: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/31.jpg)
© Justin Basini, 2011
![Page 32: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/32.jpg)
© Justin Basini, 2011
![Page 33: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/33.jpg)
2009Change in Key Concepts in Financial Advertising and Branding
Simplicity
Trust
Risk
Balance
Winning
Dedication
Expertise
Guidance
Integrity
Excellence
Reliabilty Leadership
Dreams
Future
Goals
Vision
Innovation
Connection
Nurturing
Partnership
Togetherness
Security
Faith
CharacterLoyalty
Challenge
Family
Roots Comfort
Real
Authenticity
Stability
TraditionIdentity
Experience
Care
Pride
Aspiration
Commitment
Growth
Opportunity
Service
Performance
Moderation
Home
© Justin Basini, 2011
![Page 34: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/34.jpg)
© Justin Basini, 2011
![Page 35: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/35.jpg)
© Justin Basini, 2011
![Page 36: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/36.jpg)
© Justin Basini, 2011
![Page 37: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/37.jpg)
© Justin Basini, 2011
![Page 38: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/38.jpg)
© Justin Basini, 2011
![Page 39: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/39.jpg)
© Justin Basini, 2011
![Page 40: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/40.jpg)
© Justin Basini, 2011
![Page 41: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/41.jpg)
© Justin Basini, 2011
![Page 42: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/42.jpg)
© Justin Basini, 2011
DO
THE NEED FOR SPEED
![Page 43: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/43.jpg)
43
Time to market is 10% of what it was 20 years ago
Fast-prototyping
Collaboration so ideas don’t get shot down
Clear, accountable, and demonstrable goalposts
1
2
3© Justin Basini, 2011
![Page 44: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/44.jpg)
04/10/2023 44
Get Engaged!
Get Connected!
Connected within the team
Connected with the strategy and brand
Compelling and passionate about what you can contribute
1
2
3© Justin Basini, 2011
![Page 45: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/45.jpg)
© Justin Basini, 2011
![Page 46: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/46.jpg)
My first book out in June 2011
Find it on Amazon (search Basini) and feel free to pre-order it!
Thanks!
© Justin Basini, 2011
![Page 47: A passion for better marketing Ernst & Young Marketing Conference Presentation](https://reader036.vdocuments.mx/reader036/viewer/2022081414/54c20ccf4a7959d4368b45a2/html5/thumbnails/47.jpg)
Ernst & Young Marketing ConferenceJanuary 2011
Justin Basiniwww.basini.com www.i-allow.com
A Passion For Better Marketing
© Justin Basini, 2011