thought starters
TRANSCRIPT
8/9/2019 Thought Starters
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
When you choose to be something, to stand forsomething , you inherently choose not to be
something else. This is true, especially of brands, who define themselves on thebasis of their actions
MMu t u ally Excl u sive E ither or, not both
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
Transactions
Homogeny
Engagement
Identity
When you sell stuff, you get transactions. When you sell solutions,you get brand capital and loyalty.
P SProd u cts v. Sol u tions
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
A nd other issues are regularly featured in the public square. Thereis a very public dialogue now about anything anyone wants atany time they want. That s the privilege and curse of a wired oreven a wireless world.
DECOnomics«
«Freakonomics «World Dynamics
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
FWhy does
Lead us to
B rand u ncertainty? Where we know we are hurting our brands but we cannot pinpointexactly where or by how much
Financial u ncertainty
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
BB rand A u thority?
B rand u ncertainty
How do we prevent
From spreading like a contagion into our ??????
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
BB rand A u thority
What does
Mean exactly?
When the world s largest price-focused retailer says they are goinggreen, do we believe?
When a credit card company says they care about their customers,do we have permission to believe?
Do we view Detroit as a paragon of auto design they want us to see?
Can we accept big pharmaceutical companies as philanthropic?
I am not saying that these statements are true or untrue. Butsimply, have the brands earned the right to say them?
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
A u thentic In order to be an authentic brand, you must draw your strength fromyour brand authority and ensure that what you are doing makes sense
and dollars.
Because the world spots someone who is not authentic - not true totheir values - more quickly and with greater punishment than ever.
The world rewards those who deliver theirbrand promise.
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
Actions speak lo u der than «words
Everyone understands the policy and principled viewpoint
But value is delivered in the action andexperimentation parts of the program
B lah blah blah blah
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
SSHARE It represents a principle that is inherent in our natureand value systems
SimpleHelpfulAlternativesThat are ReliableAnd Easy to Use
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
CCollaboration
So, exactly how much is that corporate memo or executive email worth?
The real value is found in casual communication
which is like the casual Friday of collaboration.
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
BB arriers
Legal and Human Resources are respected professions, but their currentlines of thinking stand in the way of enabling collaboration s
real value?How can we learn those third grade principles
around sharing and participating?
Can t you just hear your mum say now wasn t that fun?
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
GPeople are o u r greatest asset You ve heard it before. I ve heard it before. We ve all heard it before,but who believes it anymore?
So, what are you doing to enable yourbiggest asset to contribute the most valueto your business?
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
Do you have a person who finds fault in the plan?Or manages to seemingly be negative about plans?Or to challenge?Or to push the limits?Do you have a no man in addition to the yes ones?Today, take the time and thank him.Invite him to continue to force people to examine why, what and how
RRed team bl u e team
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
CConnecting the facts Marketing is not about collecting the facts. It s about
Everyone has profile data or at least the basics of it and uses it in their
interactions. But it is not enough.
You need to now understand the value chain, the supply
chain, the social interactions and potentialoutcomes simultaneously, and in real timeand enable it through all the channels
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
I know what I like«
l i k e w h a t I k n o w «
Don t let your analytics approach fall prey to reaffirming what youalready know or worse yet, what you believe you know.
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
Hempower the happy accident
In a world where we perceive, predict & perform orlisten, learn & leverage how do you leave all your
senses and detection methods
open?
*How do you enable analytical serendipity?
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
Thanks A nd I hope we challenged you to Think.
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
C ristene Gonzalez-Wertz focuses on thought leadership in marketing, sales and servicefor C ovalent Marketing. She's a veteran marketing strategist, scientist and an
executive-level consultant with 20 years experience. Most recently, she is considered asocial media and collaboration maven. She blogs at
http://museandmaven.wordpress.com.
Agitator
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Cristene Gonzalez-Wertz www.museandmaven.wordpress.com strategy, creativity, passion
This is a wordle of me. It is a new way of visualizing data, using IBM¶s publicly available many eyes tool.
http://cosmiclog.msnbc.msn.com/archive/2008/10/15/1547727.aspxhttp://manyeyes.alphaworks.ibm.com/manyeyes/