Planners as change makers

CHANGE MAKERS

MICHELE KIM I @MICHELEBKIM I [email protected]

PLANNERS AS

MIAMI AD SCHOOL ACCOUNT PLANNING BOOTCAMP

FALL 2014

mailto:[email protected]

planners as change makers

day 1 BRANDSday 2 CREATIVEday 3 AGENCY

KEY THEMES:

THREE AGESBRAND PURPOSEBRAND BEHAVIOR

BRAND AS CONNECTORBRAND AS INFLUENCER

THE WHITE SPACE

storytellingcause related marketing

brand participation (allowing people in)

engaging through content“viral” marketingbrand personalityexperimentation

big data & analytics

est. ideas

solutionspurpose driven brands

brand as connector or curator (going where the conversations/things are)

adding value through utilityepisodic experiences

brand behaviorbuilding

using metadata

newer ideas

The world is smaller, moving light speeds faster and completely transparent.

and technology has given people a voice

knowledge has given people power

this has changed everything

yet we haven’t quite grasped the magnitude of how, and what that

means for the future.

the third age of brands

DISCUSSION

WHAT IS GOOGLE IN THE BUSINESS OF?

WHAT IS APPLE IN THE BUSINESS OF?

WHAT IS BING IN THE BUSINESS OF?

WHAT IS WARBY PARKER IN THE BUSINESS OF?

WHAT IS ACUVUE IN THE BUSINESS OF?

WHAT IS WINDOWS IN THE BUSINESS OF?

DISCUSSION

WHAT IS GOOGLE IN THE BUSINESS OF?

WHAT IS APPLE IN THE BUSINESS OF?

WHAT IS BING IN THE BUSINESS OF?

WHAT IS WARBY PARKER IN THE BUSINESS OF?

WHAT IS ACUVUE IN THE BUSINESS OF?

WHAT IS WINDOWS IN THE BUSINESS OF?

PURPOSE DRIVEN COMPANIES PRODUCT DRIVEN COMPANIES

INFORMATION

INNOVATION

VISION

SEARCH ENGINE

CONTACTS

OS, MOBILE DEVICE

1892-1946

the three agesEARLY INDUSTRIAL AGE MATURE INDUSTRIAL AGE EARLY INFORMATION AGE

1947-2006 2007-TODAY

1.0 2.0 3.0

TWO MAIN DRIVING FORCES FROM MATURING INFORMATION AGE

CONNECTIVITY & COLLECTIVE POWER

TRANSPARENCY & BROKEN TRUST

today’s world

THE SURVIVAL NEED FOR BRAND PURPOSE

THE CULTURAL NEED FOR BRAND PURPOSE

need for brand purpose

evolving needs & changing values

THE CULTURAL NEED FOR BRAND PURPOSE

BASIC NEEDS

THOUGHTS

EMOTIONS

HIGHER NEEDS

EVOLUTION OF NEEDS & HAPPINESS

PRE - INDUSTRIAL

1892-1946

the three ages

INFOBRAND PROMISE: OUR PRODUCT IS

BETTER

EARLY INDUSTRIAL AGE MATURE INDUSTRIAL AGE EARLY INFORMATION AGE

RTB

1947-2006 2007-TODAY

1.0 2.0 3.0

CLAIM

INDUSTRIAL REVOLUTION

NEEDS MET

NATURAL PROGRESSION

BASIC NEEDS

HIGHER NEEDS

BASIC NEEDS

HIGHER NEEDS

1892-1946

the three ages


BETTER


BRAND PROMISE: OUR PRODUCT

WILL MAKE YOU BETTER

EMOTION

RTB INSIGHT

1947-2006 2007-TODAY

1.0 2.0 3.0

STORYCLAIM

EVERYTHING IS AMAZING AND NOBODY IS HAPPY

In the last 45 years suicide rates have increased by 60% worldwide. Suicide is among the three leading causes of death

among those aged 15-44 years in some countries, and the second leading cause of death in the 10-24 years age group

THOUGHTS

EMOTIONS

BASIC NEEDS

HIGHER NEEDSWE’RE STUCK HERE

DISCONNECT WITH NEEDS & HAPPINESS

MATURE INDUSTRIAL AGE - EARLY INFORMATION AGE

Products are created to fulfill

basic needs

AGE OF MANUFACTURED NEEDSBasic products are

made more accessible

Products created for manufactured needs =

YIELD WASTE

SELLING DESIRE

TRUST IN INSTITUTIONS & PROMISES BROKEN

NATIONAL SECURITY

HEROES FALL FAILED JUSTICE RELIGION & LEADERS

TRUST IN MEDIA & NEWS

UNETHICAL BUSINESS

UNEMPLOYMENTGUN VIOLENCE

NATURAL DISASTERS & CLIMATE CHANGE

THE FINANCIAL SYSTEM

THINGS CHANGED

PEOPLE ARE SEEKING PURPOSETRANSPARENCY IN A CRUMBLING WORLD HAS

SPURRED MORE MEANINGFUL LIVING

1892-1946

the three ages


BETTER


BRAND PROMISE: OUR PRODUCT

WILL MAKE YOU BETTER

BRAND PROMISE: OUR PRODUCT WILL MAKE THE WORLD BETTER

EMOTION PURPOSE

RTB INSIGHTBEHAVIOR

1947-2006 2007-TODAY

1.0 2.0 3.0

STORYJOURNEY

CLAIM

WE ARE REACHING HIGHER

REALIZING SELF FULL POTENTIAL

SPREADING PURPOSE & MEANING

HIGH IMPORTANCE OF “GREATER GOOD” VALUES ARE GLOBAL

KEY COMPONENTS OF MEANINGFULNESS

Communethe need for connection,

relationships and community.

Justice the need for social orpersonal justice, to do what’s right, to be an

activist.

Authenticity the need to see

things as they are.

TOP VALUES FOR YOUTHS GLOBALLY

(Truth About Youth)

FIRST GLOBAL GENERATION

Iconoculture

CONNECTIVITY HAS ALLOWED THE SHARING OF VALUES, IDEAS,

EDUCATION AND EXPERIENCES TO CREATE A MORE CONSCIENTIOUS

GLOBAL CITIZEN.

ICONOCULTURE: BELIEF AND THE GLOBALIZED CONSUMER, US

20SOMETHINGS HAVE A LOT IN COMMON WITH THEIR GLOBAL

COUNTERPARTS

least

GNH BECOMES A MEASUREMENT OF

“SUCCESS”

90% of affluent people said ‘It's more important to be happy than to be

affluent’. – Truth About Affluence

COUNTRIES STRIVING FOR “HAPPINESS” OVER “PRODUCT”

People have seen their parents go the traditional routes and want to build their own paths to success.

$

Happy HERE

Miserable

$$$

DECLINE IN TRADITIONAL HIGH INCOME, LOW REWARD CAREERSINCREASE IN ASPIRATIONS IN FULFILLING LIFE CAREER PATH

PEOPLE CHOOSING A LIFE OF FULFILLMENT

NEED FOR TRUST & AUTHENTICITY COMES FROM BROKEN TRUST AND PROMISES

“Cause consumerism is not the same as eco-sensitive or green consumerism. Consumers today are looking beyond environmentally positive (or neutral) behavior to other sorts of behavior that they see as ethical. Cause consumerism embraces concepts such as fair trade, cruelty-free, and “no GMO”, as well as brands’ support of charitable efforts from breast cancer awareness to anti-poverty concerns. In other words, Cause Consumers are aware of their own deeply held values, and they see an opportunity to express and mobilize them in the purchases they make — not just as a fear response.”

CONSUMERS DEMAND PURPOSE DRIVEN BRANDS

COMPANIES ARE RESPONDING TO THIS SHIFT

BASIC NEEDS

HIGHER NEEDS

INFORMATION AGE & GLOBAL GENERATION

Products are created to fulfill

basic needs

AGE OF AUTHENTICITYBasic products are

made more accessible

Products created for manufactured

needs

vs.Products created to

fulfill higher & unmet needs

NEW GLOBAL CITIZENS ARE BUYING WHAT THEY BELIEVE IN (AND CAN FEEL GOOD ABOUT BUYING)

72% of consumer respondents said

they had bought a certain brand because it supported a cause they believe in, a rise

from 64% in 2006 - Iconoculture

BUYING THINGS BUYING BELIEFS

IN EVERYTHING FROM SOAP TO STATUS SYMBOLS(AND BELIEF BRANDS ARE BENEFITING)

BRANDS THAT AREN’T BUILT ON A CAUSE ARE RESPONDING TO A NEED FOR PURPOSE BY SHOWING MEANINGFULNESS IN DIFFERENT FORMS

H&M SHOWS FASHION COMES IN ALL SIZES

Meaningful experiences: Brands are increasingly demonstrating how their products and services can add meaning to people’s lives or enable fulfilling

experiences.

Meaningful messages: Brands are taking risks and becoming cultural influencers by taking a

stand in messages.

OREO GOES GAY

COCA COLA SPREADS HAPPINESS

SHARES MOMENTS OF LOVE & KINDNESS

brand evolution in three ages

[PURPOSE DOESN’T HAVE TO BE CAUSE RELATED. JUST AUTHENTIC

AND NEED RELATED.]

NIKE

[IT CAN BE CULTURAL]

OREO

TIDE

LARGER BRANDS CAN PARTNER WITH PURPOSE

DRIVEN BRANDS

MERCEDES + TESLA

LEVI’S

DOVE

TAMPAX

APPLE

GOOGLE

THE SURVIVAL NEED FOR BRAND PURPOSE

the north star:guiding innovation

shift of power

BRANDS PEOPLE

size don’t mean shitunless it’s “slow”

“Giants are not what we think they are. The same qualities that appear to give them strength are often the sources of great weakness. And the fact of being an underdog can change people in ways that we often fail to appreciate: it can open doors and create opportunities and educate and enlighten and make possible what might otherwise have seemed unthinkable.”

- Malcolm Gladwell

51

PEOPLE

BRANDS

the little guys are rising.

52

NewsZagat

TVBritannica

Yellow PagesManufacturers

InvestorsBanks

Retail storesMusic industry

Washington Post

TwitterYelp

YoutubeWikipediaGrubhub

3D printingKickstarter

Community LendingAmazonSpotify

Facebook

everything is being upended

Expertise & Education:

Prototyping:

Networking:

Funding:

Marketing:

Selling outlet:

Distribution:

Payment:

Credibility:

lowered barriers to creation

Innovations and access has democratized entrepreneurship by giving us lowered barriers to entry and creativity.

48% OF AMERICANS

WANT TO BECOME ENTREPRENEURS

Mashable Business News Daily

June 2013

convenience, cost, quality, expertise, trust

the things that gave big brands their strength are quickly being turned.

54

we are all underdogs.[or we should at least act like it.]

that means, all brands - no matter the size - should behave as challengers.

The average life expectancy of a

Fortune 500 firm has dropped from 75

years in 1937 to 15 years today.

“By 2020, more than three-quarters of the S&P 500 will be companies that we have not heard of yet.”

- Professor Foster, Yale BBC

disruption is happening faster and faster and can be devastating

“Musicians used to make money selling music. Now Apple makes money selling music.”

TO SURVIVE AND GROW BRANDS MUST CONSTANTLY EVOLVE

but most brands aren’t in the business of innovation

so what is the path forward?

back to basics:businesses used to exist

to solve problems.

over time:businesses start to

become their product.

problem:businesses forget to solve problems and use branding

to create need for their product.

today:brands must hold

businesses to a larger mission.

why:missions don’t have one product or one solution.

missions push forward in every possible way, to further their purpose.

DEFINE YOUR BRAND’S WHY TO GUIDE THE HOW & WHAT.

BRAND RELEVANCE DEPENDS ON THE NEEDS IT IS SOLVING.

FUNCTIONAL NEEDS CAN BECOME IRRELEVANT.

A BRAND PROMISE DOES MORE THAN GIVE A BRAND IDENTITY, IT GUIDES BRANDS REINVENTION IN THIS NEW WORLD TO CONSTANTLY MEET AN UNMET NEED.

AS BRANDS TUNNEL VISION ON THE NEXT INCREMENTAL IMPROVEMENT THEY ARE OFTEN BLINDSIDED BY A

SMALLER FORCE THAT SAW A NEW OPPORTUNITY, BY FINDING AN UNSERVED NEED

SERVING NEEDS CREATING NEEDS

finding the blind spot

STATUS - IDENTITY - NEEDS

SERVING NEEDS

CREATING NEEDS

REAL INVENTION IS IN CREATING THINGS THAT

TRULY SATISFY OUR HIGHER

NEEDS.

REINVENTION VS. REAL INVENTION

IF WE ONLY ASK QUESTIONS ABOUT THE CURRENT “PRODUCT BUSINESS”

WE ARE IN, WE WILL MISS BLIND SPOTS

brands must evolve what business they are in and find new revenue streams through innovation, product creation, restructuring of business models and killing their own

products.

INNOVATION CAN KILL PRODUCTS BUT IT CAN’T KILL A LARGER MISSION

[ONLY HELP IT]

Organizing the world’s information.Search engine.

GOOGLE

NIKE

Help people perform their best.Sell more shoes.

AMAZON

Help people get the things they need.Sell more books.

CHALLENGE

Stagnant brands need to shift from Product Pushers to Mission Drivers.

Shake client complacency, and relationships of old model.

Many things have changed, and things are only changing faster.

How does a brand manage to stay relevant and survive disruption?

Craft a brand mission that allows lateral growth in ways to solve for the mission, not just unit sales growth.

PLANNER ROLES AS CHANGE MAKERS

EXAMPLE: ACUVUE

Purpose driven: Give the world the power of vision.Product driven: Sell more contacts.

PURPOSE

EXAMPLE: ACUVUE

Reinvention:

Hydraclear Plus Technology for moister eyes(this has been their claim for 12 years)

Real Invention:

BLIND SPOT OPPORTUNITIES

Product driven: Sell more contacts.

Purpose driven: Give the world the power of vision.

Computer lens

Virtual windows to the world

Google Glass app development to correct color blindness

App for early detection for child vision health screenings for low income families

Eye controlled tech

ASSIGNMENT

HOW CAN WE APPLY THIS ?

THE BRIEF

CHALLENGE

BACKGROUND

SUCESS

BRAND X HAS A LONG-STANDING HERITAGE IN PHOTOGRAPHY AND COMMITMENT TO CREATING THE BEST CAMERAS. WHAT STARTED AS A PROFESSIONAL’S CAMERA, CAPTURING SOME OF THE WORLD’S MOST ICONIC MOMENTS [EVEN OF SPACE AND EARTH ITSELF] MAINSTREAMED DURING THE DIGITAL CAMERA REVOLUTION - WITH EVERYONE CLAMORING FOR THE EASE AND COMPACT SIZE OF A POINT & SHOOT.

TODAY’S WORLD IS DIFFERENT. THE ENTIRE CAMERA CATEGORY HAS BEEN DISRUPTED BY SMARTPHONES.

CREATE NEW BRAND POSITIONING THAT GUIDES THE PATH FORWARD IN HOW TO GROW THE BUSINESS. WHO IS OUR TARGET? HOW DO WE SPEAK TO THEM? WHAT DOES THIS LOOK AND FEEL LIKE? (MOOD BOARDS)

THE NEW POSITIONING SHOULD BE:

AUTHENTIC TO THE BRAND CAN BE LONG LASTING NEED AND PURPOSE RELATED EMOTIONALLY IMPACTFUL GROWS A FUTURE OF NEW REVENUE STREAMS OR CONSUMER CREATES RICH OPPORTUNITY FOR CREATIVE & BRAND BEHAVIOR

example positioning: nike

purpose

target

Empower the athlete in everyone to reach their full

potential & perform their best.

the athlete in everyone.

positioning personalityChallenging, motivational, coach,

inspiring, epic.Nike innovates the latest in sportswear

style and tech to give athletes the confidence to do what it takes.

insightit takes more than clothing. it takes discipline and motivation.

MASTER BRAND STRATEGY

campaign ideafind your greatness

strategic ideaeveryone has potential

campaign ideawrite the future.

strategic ideayou are in control

strategic ideayou are the maker of your own success.

creative ideajust do it.

challengeinspire motivation.