brand adaptive model by fitzroy
DESCRIPTION
It is not the strongest of the brands nor the most intelligent that survives. It is the one that is the most adaptable to the changing ideas by your customers, your employees or companies that would like to work with youTRANSCRIPT
THE MOST ADAPTIVE TO CHANGE
WORLD
THE NEXT SLIDES
WHO THE HELL IS FITZROY ???
BRAND EXPERIENCES: WHAT THE F***
THE WORLD IS CHANGING MAN
ADAPT TO EXPERIENCE. NOW
SO ?
WHO THE HELL IS FITZROY.NL
WHO WE ARE
FITZROY IS A BOUTIQUE
FULL SERVICE AGENCY
WITH 15 ON & OFFLINE SPECIALISTS
3 STRATEGY + 9 CREATIVES + 3 ACCOUNT
IT IS NOT THE STRONGEST
OF THE BRANDS THAT SURVIVES
NOR THE MOST INTELLIGENT BUT
THE ONE MOST ADAPTIVE
TO CHANGE
FITZROY WAS THE CAPTAIN OF THE BEAGLE
WHAT WE BELIEVE
6
WHO WE WORK FOR
CROSS IS WHAT WE DO
BRAND EXPERIENCES: WHAT THE F***
Result of 200 definitions from marketers at the International Experiential Marketing Association
EXPERIENCE MARKETING
ATTEMPS TO CONNECT CONSUMERS
WITH BRANDS IN PERSONALLY
RELEVANT AND MEMORABLE WAYS
EXPERIENCES FROM THE PAST
EXPERIENCES NOWADAYS
BACARDI VISITA BY FITZROY
PEPSI CROWDSOURCING LINE EXTENSIONS
A SHOT AT MARKETING TOO
TO CONSUMERS AND IS NOW GIVING THEM
EXPERIENCES BY DEWMOCRACY
ON YOUR PHONE
BUILDING CITY MAPS WITH YOUR
FRIENDS WHILE PLAYING A GAME
BUILDING CITY MAPS WITH YOUR
FRIENDS WHILE PLAYING A GAME
ON YOUR PHONE
BUILDING CITY MAPS WITH YOUR
FRIENDS WHILE PLAYING A GAME
BUILDING CITY MAPS WITH YOUR
FRIENDS WHILE PLAYING A GAME
EXPERIENCES BY FOURSQUARE
MONEY, TIME OR RESOURCES
COLLECTIVELY SOLVING THE POVERTY ISSUE
BY SPENDING 1% OF YOUR
EXPERIENCES BY 1% CLUB
TO BE CONTINUOUSLY ENRICHED BY USERS INPUT
BLENDING THE REAL WORLD WITH
AUGMENTED REALITY
EXPERIENCES BY LAYAR
WITH THE HELP OF A CREATIVE NETWORK
THE WORLD’S 1ST CROWDSOURCING AD AGENCY
SOLVING MARKETING ISSUES FOR CLIENTS
EXPERIENCES BY VICTORS & SPOILS
THE WORLD IS CHANGING
THE MARKETEER IS NO LONGER IN CONTROL
“Give up control and give it away, ... The more you give your idea
away, the more your company is going to be worth.”
SETH GODIN
A NEW WORLD – REARRANGING MEDIA
THERE USED TO BE LIMITED (MASS) MEDIA CHANNELS
PEOPLE ARE NOW BECOMING THE MEDIA
AND UNWANTED PARTIES ARE EASY TO NEGLECT OR IGNORE
FROM AN INTERRUPTION MODEL TO ENGAGEMENT MARKETING
WHERE RELEVANCE AND RELATIONS ARE KEY
FROM SOCIAL RELATIONS
SOCIAL FUNCTIONALITY
SOCIAL COLONIZATION
SOCIAL CONTEXT
SOCIAL COMMERCE
2006 2007 2008 2009 2010 2011 2012 2013 2014
SOCIAL RELATIONS
SOURCE: FORRESTER.COM
TO SOCIAL COMMERCE
SOCIAL FUNCTIONALITY
SOCIAL COLONIZATION
SOCIAL CONTEXT
SOCIAL COMMERCE
2006 2007 2008 2009 2010 2011 2012 2013 2014
SOCIAL RELATIONS
A NEW WORLD – SOCIAL COMMERCE
ONLINE GROUPS SUPPLANT BRANDS
WORK WITH PEERS TO DEFINE THE NEXTGEN OF PRODUCTS
LEAN ON GROUPS TO DEFINE PRODUCTS
OFFER FEATURES TO HELP WITH PRODUCT DESIGN & VENDOR MNGT
A NEW PR AGENCY EMERGES THAT REPRESENTS ONLINE GROUPS – NOT BRANDS
ADAPT TO EXPERIENCE
SOURCE: FLICKR.COM
THE RISE OF OUR ONLINE EXISTENCE
WE ARE SPENDING MORE TIME ONLINE
A LOT OF IT SPEND ON SOCIAL NETWORKS
FACEBOOK DIRECTS MORE CONTENT THAN GOOGLE
415.000 VIDEO’S UPLOADED EACH DAY
40% OF WHICH ARE WEBCAM VIDEOS
EMPOWERED CONSUMERS
BEING A MEDIUM WITH RAPID GROWTH POTENTIAL
WE ARE BECOMING AWARE OF OUR POWERS
DEMANDING BETTER SERVICE, PRODUCTS AND PRICING
...COLLECTIVELY
CONNECTING ONLY TO THOSE THAT WE FEEL INSPIRED BY
NEGLECTING ANYONE THAT’S NOT CONSIDERED RELEVANT
TO BE PART OF THE EXPERIENCE
EXPECTING TO BE HEARD, ALWAYS
FORCING CHANGE UPON THOSE THAT TREAT US UNFAIR
AND REWARDING THOSE THAT ENGAGE US
SHARING OUR EXPERIENCES WITH OUR PEERS
WANTING TO BE PART OF THE EXPERIENCE
SHAPE RELEVANT EXPERIENCES
WE WANT YOU TO LISTEN TO OUR DESIRES AND DEMANDS
FOR BRANDS TO USE OUR IDEAS AND THOUGHTS
WE HELP BRANDS SHAPE MORE RELEVANT EXPERIENCES
EXPERIENCES WORTH SPREADING
ADAPT THE CHANGE
‘“Fill your halls with all the geniuses, savants and visionaries you can find: The pool of talent outside your walls will always be vastly
greater.”
FITZROY’S BRAND ADAPTIVE MODEL (BAM)
COLLABORATIONS
(EMPLOYEE) REFERRALS
RATING & VOTING
CUSTOMIZATION
OPEN COMMUNITIES
IDEATION
CROWDSOURCING
AD
APT
IVE
FOR
(ORG
AN
IZED
) GR
OU
PS
AD
APT
IVE
FOR
COM
MU
NIT
IES
ADAPTIVE FOR NEW MARCOM IDEAS
BRAND ADAPTIVE MODEL
ADAPTIVE FOR NEW PRODUCT IDEAS
EMPLOYEE BLOGGING
HIRED EXPERTS
WEBCARE & REALTIME SERVICE
SOURCE: FITZROY.NL
AD
APT
IVE
FOR
IND
IVID
UA
LS
ADAPTIVE FOR NEW MARCOM IDEAS
ADAPTIVE FOR NEW PRODUCT IDEAS
BRAND ADAPTIVE MODEL (CASES BY FITZROY)
AD
APT
IVE
FOR
GRO
UPS
ACCENTURE BLOGPODIUM
ZUBKA.COM
ACCENTURE REFERRAL
BACARDI & 55DSL STORE
BACARDI VISITA
MALMBERG ONDERWIJS VAN MORGEN
HYUNDAI BUS SLOGAN
JOUW HEINEKEN
ABN AMRO BLACKBOARD
1. HIRED EXPERTS
HIRE OR APPROACH EXPERTS FOR HELP
EITHER PRO’S, FANS OR BOTH
A CLUB OF EXPERTS IS USUALLY ASKED BECAUSE OF THEIR STATUS, SKILL OR EXPERTISE KNOWLEDGE
ESPECIALLY USEFUL IN THE PRODUCT DEVELOPMENT PHASE
BACARDI TEAMS UP WITH YOUNG INFLUENCERS TO ORGANISE VISITA
A GROUP OF YOUNG TALENT, BLOGGERS AND ARTISITS IS ASKED
TO HELP PROGRAMME, PERFORM AND COMMUNICATE
1. HIRED EXPERTS – FITZROY’S VISITA
TO CELEBRATE THE LEGACY OF THE BACARDI FAMILY
SMALL INTIMATE PARTIES
1. HIRED EXPERTS – FITZROY’S VISITA
2. CUSTOMIZATION
ALLOWING YOUR CUSTOMER TO PERSONALIZE HIS OR HER PRODUCT
BRAND SUPPLIES THE PRODUCT, YOU CREATE THE SKIN OR PACKAGING
CREATING A SHARED BRAND EXPERIENCE
2. CUSTOMIZATION – FITZROY’S HEINEKEN
HEINEKEN INVITES USERS TO DESIGN THEIR OWN
HEINEKEN BOTTLES ON JOUWHEINEKEN.NL
OFFERING A PERSONAL EXPERIENCE
THAT MAKES AN IDEAL GIFT
37
2. CUSTOMIZATION – FITZROY’S HEINEKEN
3. IDEATION & COMMUNITY
INDIVIDUALS WITH SIMILAR INTERESTS COME TOGETHER AND CREATE
LARGE COMMUNITY OF PEOPLE WITH COMPLEMENTARY SKILLS
USUALLY A LONG TERM PROJECT
3. IDEATION – FITZROY’S BLACKBOARD
ONLINE ENVIRONMENT WHERE ABN ASKS PEOPLE TO SHARE IDEAS
USERS WERE ASKED TO DISCUSS, RATE & VOTE ON GENERATED IDEAS
AND ABN POSES QUESTIONS AND ASSUMPTIONS
TO WHICH BLACKBOARD USERS CAN RESPOND
THE MOST VALUABLE IDEAS GET NOMINATED BY ABN
• EDUCATIONAL PUBLISHER MALMBERG HOSTS A BLOG WHERE IDEAS ON E-LEARNING ARE GENERATED
• USER GENERATED IDEAS GET SELECTED AND PUBLISHED ON THE BLOG
• THE TEACHING MODULE ‘GELUKSKUNDE’, ON HAPPINESS, GOT SO POPULAR THAT MALMBERG DECIDED TO PUBLISHED IT
• BECAUSE OF THE ENORMOUS DEMAND THE MODULE IS NOW BEING SOLD AS A MALMBERG PRODUCT
3. IDEATION – FITZROY’S HAPPINESS
TWO KNOW MORE THAN ONE
USING ONLINE PLATFORMS TO GENERATE
PLATFORMS FOR GREAT IDEAS,
4. CROWDSOURCING
IDEAS, RATINGS AND OPINIONS
SOME OF WHICH ARE ACTUALLY BEING DEVELOPED
4. CROWDSOURCING – FITZROY’S HYUNDAI
HYUNDAI IS OFFICIAL SPONSOR OF WORLD CHAMP SOCCER
THEY PROVIDE THE SLOGAN ON THE DUTCH BUS
HYUNDAI IS CROWDSOURCING THE SLOGAN BY
BY USING TWEETS FROM SOCCER SITES AND CHANNELS
ASKING FOLLOWERS TO PARTICIPATE
5. COLLABORATION
2 (OR MORE) PARTIES TEAM UP TO SHARE IDEAS AND INVESTMENTS
USING EACH OTHERS SPECIFIC SKILL
CREATING A COMMON COMPETITIVE ADVANTAGE
COLLABORATION – FITZROY’S BACARDI & DSL
BACARDI AND DIESEL OPEN A POP-UP STORE IN AMSTERDAM
DESIGNED TO POSITION THE MOJITO AS A DRINK YOU MAKE AT HOME
PORTRAYING THE DIESEL LIFESTYLE
SOURCE: FITZROY.NL
SO…..
FITZROY’S 5 BASIC RULES FOR SUCCESS
BE OPEN
BE SELECTIVE
CONNECT PEERS
BE HONEST AND TRULY OPEN IN YOUR APPROACH. SHOW PARTICIPANTS WHAT’S IN IT FOR THEM
MAKE SURE THE SCREENING OF ALL INPUT IS TOP OF THE BILL
LIKE A HOST OF A PARTY; MAKE SURE THEY GET THE MOST OUT OF A COLLABORATIVE EXPERIENCE
GIVE BACK
COMMIT & GROW
KEEP YOUR FOLLOWERS UP TO DATE WITH POSSIBLE OUTCOMES, CHANGES AND NEW ENDEAVOURS
CO-CREATION, IN THE END, IS ABOUT MAKING A LONG TERM COMMITMENT
ADAPT THIS ZEITGEIST
… OR DIE
