Breaking the rules is the new rule.
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Breaking the rules is the new rule.
Bernd M. MichaelApril 28, 2007
If the rules are changing,the education has to change.
How??
Change in
1. While we teach the rules, we have to teach how to break them.
2. While we teach discipline,we have to encourage guts.
3. While we teach specialists, they have to think like generalists, too.
4. We have to teach that „thinkable“must definitely be „feasible“ .
Change in
5. It is not learning first and then business.It is life time learning while doing business.
6. We have to teach that change is not stress. But fun.
7. Only if we stay ahead of our well-educated
clients,we are worth our money.
Bob Garfield: The Chaos Scenario
Which changes on our clients‘ side will drive us in the future?
1The trend from Mono to Umbrella branding
Quelle: Advertising Age 01.2000
10 %
Anzahl der Marken Umsatz-Anteile
90 %
400 Marken
1200 Marken
Umbrella brands reduce complexity
Mono Brand Strategy ?
HoldingBrand
CompanyBrand
ProductBrand
Nahrungsmittel(Tiefkühl)
Parfüm & Kosmetik
Körperpflege,Haushalts- und
Textilpflege
Nahrungs-mittel
Umbrella Brand Strategy ?
HoldingBrand
CompanyBrand
ProductBrand
2The Marketing-Controller becomes the boss.
ROI Marketing dictates the Media-Mix
Bekanntheit
Sympathie
Trial
Kauf
Image
Awareness
Sympathy
Trial
Buy
Image-Profile
Customer loyalty
From Mass-Communication
to Basic-Acceptance
Individual-Communication to trigger purchase
The classical Role allocation
Bekanntheit
Sympathie
Trial
Kauf
Image
Awareness
Sympathy
Trial
Buy
Image-Profile
Customer loyalty
From Mass-Communication
to Basic-Acceptance
Individual-Communication to trigger purchase
The new ? Role allocation
Old media? New Media?
It is not either or.It is both.
Media Agencies go for leadership in strategic brand planning
3. The Hourglass Theory
The new consumerThere are two worlds in each of us :
&
The unpredictable client19 Euro flight to Milano
In Milan: purchase of a reduced hand bag for 590
Euro
Lunch for 160 Euro
for 19 Euro flight back to Brussels
The middle shrinks
Hard-Discounter
Lust-Brands
Lust-DiscounterSmart-
Shopping
IndulgenceShopping
Hard-Discounter
Lust-Brands
Top? Bottom?
Or Both??
4Retailers take over branding.
Spot Ikea … Waste
Ikea Müll
Stands out in each street
5Successful global brandswithout advertising
Outlook to brand leadership and communication
6When people no longer search the brand,
the brand must go search the people.
Pure entertainment : Red Bull Flight Day
Coca-Cola Weihnachts-Truck
Bild: www.Schwerlastfan.de
Pepsi Beach
7RFID produces the transparent consumer
Monitor with In-store TV,linked to RFID-Tagsof Pantene-Products
Test RFID Smart Shelf/POS-TVSource: Storechecks
RFID provides superior knowledge about the consumer.
Retailers know faster and better what people want.
Shopper Marketing : The new intelligent partnershipbetween Manufacturers and retailers
8‚Lean forward‘ instead of ‚Lean back‘Everything ‚On Demand‘
Brands become a 24h event
Pretty Woman
Pretty Woman
Evening dress349.– EURSize. 8-16
immediately available
349,00
bmm@grey.de
Modische Pumps für Damen
Modische Accessoires - Taschen
Modellansicht
Modische Accessoires - Schmuck
19.15h
The Opera can begin …
Convergence Strategy
Television+ Print+ Internet+ Mobile Marketing+ E-mail+ Event Marketing= ?
9From Mass-Marketing to Ego-Marketing
The consumer creates and designs his own product.
Personalized Products:
Prime example of the first Generation.90% Online Advertising, 10 % classical advertising
The„Build-to-order“ Principle
Own Scents – sensual, athletic, fresh !
More consumer insights. Less standard research.
The new Credo :I don‘t need to match with the brand.The brand needs to match with me.
The „Let Go“ Principle
The Consumer is Boss
A.G.LafleyP&G
10New Media:I am still confused.
But on a higher level.
Traditionelle Medien Neue Medien Web 2.0 / social networking / user generated content
Fernsehen• 89% sehen täglich fern• Ø Fernsehnutzung/
Woche: 12 Std.• Werbeanteil: 30%• Pay-TV + Sparten-Kanäle
im Vormarsch
Radio• 80% hören täglich Radio• Ø 11 Std./ pro Woche• Werbeanteil: 3%• Digitaler Rundfunk kommt
Tageszeitungen• 85% lesen Tageszeitung• Ø 4 Std./ pro Woche• Electronic Newspaper
kommen
Zeitschriften• 78% lesen Zeitschriften• Ø 2 Std./ pro Woche• User generated content im
Entstehen
PC & Internet• 76% der Erwachsenen
besitzen einen PC• 57% nutzen das Internet
(14+), 33% täglich• Werbung wächst (+69%),
aber auf niedrigem Niveau (2% Anteil)
Mobilfunk• 86% aller Erwachsenen
besitzen mindestens ein Handy
• Insgesamt 82 Mio. Anschlüsse (mehr als Einwohner)
• Neue Anbieter (z.B. Base) drücken Preise
• Music Download boomt ($ 500 weltweit)
Digital-TV• 2010: 16 Mio. Digital-HHt, 3
Mio. Nutzer• 11% haben Pay-TV• Spartenkanäle im Aufwind• Auslaufmodell „Unterbecher-
Werbung“
Internet-TV• 36% haben z.Zt. Broadband• Schätzung 2008: 5 Mio.
Kunden• Medien Konvergenz (Triple
Play!)• Neue Film-Download-
Angebote (Apple!)
EPG/ PVR*• Neue Geräte ändern die TV-
Nutzung (40% PVR‘s in 2015)
• Individualisierte und zeitversetzte Programm-Auswahl
• Ausblenden von Werbung!
Interaktives Fernsehen• Erlösquelle „Call-TV“ (z.B.
9Live)• 80% würden monatlich bis
zu 7.36 EUR ausgeben
Gaming• 24% aller Erwachsenen
spielen Video-Games (3,1 Mio. Konsolen)
• 12% mehr als 1 Std./ pro Woche
• Fragmentierte Anbieter (100)
• Handy-Gaming boomt (2.6 Mrd. $ weltweit)
Teleshopping• 2010: 30-40 Anbieter• 1.0 Mrd. Umsatz• QVC: 630 Mio. / pro Jahr• Tägl. 66.000 Anrufe• Wird für Markenartikler
interessant
Handy-TV• Mobile-TV-Projekt im Test• z.Zt. System-Streit • Aktuell nur 4 Sender
Weblogs/ interaktive
Websites• 35 Mio. Blogger weltweit• Ø 30 Mio. Clicks/ pro
Monat• Große Vielfalt• Intra-Company-Blogs
kommen (Simens!)
Flickr• Online-Bilder-Album• z.Zt. 4 Mio. Members
Myspace• Online-Kontaktbörse• 105 Mio. Mitglieder, tägl.
200.000 neue• Ø 52 Mio. Clicks/ Monat
Youtube• Music&Video online• 100 Mio. Video-Clicks +
65.000 neue Videos pro Tag
Wikipedia• Online Enzyklopädie• 1.3 Mio. Artikel• Ø 53 Mio. visits pro Monat
Podcast• Music downloads
revolutionieren Musik-Vetrieb
• TV kommt
Maxdome• Neues Video on-
demand-Portal
Desktop two• Neuer webbasierter
Desktop
Favourite Things• Lieblingsprodukte
zusammenstellen und verschicken
Open BC• Neues Karriere - Portal
Ciaocom• Web 2.0 community• Erfahrungsaustausch
und Produkt-Bewertung
Clickdensity• Online Tracking-Portal
(„Heatmaps“)
Google Earth• Vernetzung von
Stadtplänen und Dienstleistern
Medien Konsum
Insgesamt• Ø 10 Std./ Tag• +1,5 Std. vs. 2000
Allg. Medien-Trends• Digitale Medien
fragmentieren den Markt• Klassische Werbung:
Rückgang auf 60%
Charamel• Virtuelles Bank-
Beratungs-Portal mit Avantaren
Google• 85% aller Internet-
Besucher nutzen die Suchmaschine
* EPG: Electronic Program Guide PVR: Personal Video Recorder
The endless fractioning of communication
Happy New Year Valentine‘s Day
Beginning of Spring Happy Holidays
Swiss National Holiday Vincent van Gogh‘s Birthday
Googles 7th Birthday
International Womens Day
Louis Brailles Birthday
The phenomen
Blogging.Contemporary?
or For ever?
Second lifeyoutube
Psycho? Or escapism? Or what?
Mobile Marketing:
The Human being himself becomes the
medium.
He will be everywhere and every time
accessible. But he is in the drivers’
seat.
Technology has
mercilessly surpassed mankind.
But: People will do what they want
when they want.
11Eastern Brands attack
Western Brands.China starts
the „Brand War“.
From Low Cost Country to Global Brand Player
Chinese have discovered Smart- and copy it. Unknown car manufacturers
12“Brussels” is part of the game. If we like or not.
Dangerous car chases in the city under the brand of BMW
Why don‘t we avoid critical circumstances?
BMW Madonna Spot
Tob
acco
Alc
ohol
Foo
d
Chi
ldre
n
Pha
rmac
eutic
als
Tel
evis
ion
Aut
omob
iles
We need to prevent the Domino-Effect
Where are the weak points??
To summarize …
1.
Our industry is endangered to become a follower. And no longer a leader.
2.
Either lead. Or follow. Or get out of my way.
Jack Welsh
The new mind set needed
1. Break the rules.2. No guts, no glory.3. Holistic thinking.4. ROI is key.5. Lifetime learning.6. Embrace change.7. Lead the way.
More question marks
than exclamation marks.
Good for our industry.Difficult for education.
It is not the strongest of the species that survive, nor the most intelligent.
But the one most responsive to change.Charles Darwin
Fans
Let‘s go for it.Thank you.
bmm@grey.de
The belief of the new generation:
„If it‘s not in the internet, then it simply does not exist.“
Head of Library
No guts, no glory!!No guts, no glory!!
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