marketing strategy: evolution of a species

Account Planning.The evolution of a species.

September 2009

What business are you goingto be in?

…playing Nirvana

Advertising?

Communications?

Then what?

it is a time of massive flux.

the rules of almost everythingare being re-written.

the transition is not over.

reinvention

what happened?how does it affect what we do?

what hasn’t changed?

the other climate change

Marketers used tohave it all

Controlled content

Dictated access

Marketed at people

Consumer as object

Filtered the ‘chatter’

Power to thePeople

Controlled content

Dictated access

Marketed at people

Consumer as object

Filtered the ‘chatter’

open

produce

by

unfiltered

subject

From life on-demand… ..to participation culture

Citizen Journalism

Hactivism

Crowd sourcing

Co-creating

Peopleʼs relationship with brandshas changed

Brands are acanvas

People want tofind themselvesthrough brands

People wantbrands to

support theirnarrative.

People want to be involved

They value action and proof notjust promises

2007 2009

They demand more integrity

ResponsivenessResponsibility

• What we dictateProselytize

• What people findEnabling

vs

• Outside the company• Inside and outside vs

It fundamentally changes howbuilding brands is approached

• One thing that’s rigid (brandposition)

• One thing that’s flexible(platform)

vs

5000songs, shuffle

Design

“People define their ownnarrative through their playlist”

function technology individuality

form style belonging

Not ‘or’but ‘and’(and all)

It changes how we connectwith people

1. Entertainment

2. Utility

TonicTalk

3. Feeding connections

brand coherenceconversational continuity

orchestration

It creates new challenges

TVspots

Newspapermagazine

print partnership

PRBee Boards

Research Grants

EVENTSUrban communitygardens, schools,

farms

PRINT

PACKAGING

PRODUCTDESIGN

INTERACTIVEOnline ads

websiteviral video

social networking sitesPaid search

RETAILpoint of purchase

GUERILLAStreet teams

Sampling

CONSUMER INVOLVEMENT

Word of mouthConsumer generated

Viral

CONSUMER INVOLVEMENT

what hasn’t changed?

Picture of campfire

We shape relationships that matter

They anchor ideas about who we are and where we get meaning

Culture

Brands

Woman

Beauty is youthful perfectiondelivered through stereotypes

Top brands leverage the rules inpromoting their image

Feels beauty is a club shedoesn’t belong to, her bodylet’s her down

Thank you.

Questions?

guygd@drivinginsights.comhttp://openfridgedoor.com