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BRANDS BANDS & FANS
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51 MILLION FANS
ON FACEBOOK
22 MILLION FOLLOWERS
4
ON TWITTER
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5. A BRAND IS NOT WHAT
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YOU SAY IT IS
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IT’S WHAT THEY SAY IT
IS Marty Neuimeier -The Brand Gap
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8. THE
SUMMIT
Reference: Consumer
Participation
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THE BIRTH OF A CULT
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DEVOLVE OR DIE
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PIONEERS OF
CONSUMER
11
INVOLVEMENT
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12. THE LEGO HISTORY
1932 1949 1998 2003 2004 2008
Wooden Coloured Launches Sales Drop by Lego Starts Sales up by
Blocks Plastic Mindstorm 26% Listening 35%
Blocks
Starts Losing Biggest loss in Profitability all
Money History time high
Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm
and judgment exceeds that of the company itself” - Bob Garfield
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LISTENOMICS
* Bob Garfield – Chaos Scenario
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14. LISTENOMICS
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The art and science of cultivating
BACKGROUND
relationships with individuals inMAKE SURE IT FILLS
a
connected, increasingly open- THIS SPACE 100%
source environment.
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16. PROCTER &
GAMBLE
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We were the biggest shouter in
the 20th Century.
BACKGROUND
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In the 21st Century we want to THIS SPACE 100%
be the best listener.
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THE HERD WILL
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BE HEARD
* Bob Garfield – Chaos Scenario
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18. LISTENING ISIN BACKGROUND
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IT’S ACTIVE
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19. WHEN LISTENING BECOMES ACTIVE
COMMAND & CONTROL COLLABORATION
CLOSED OPEN
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21. THE MOVE TOWARDS OPEN BRANDS
CLOSED BRAND OPEN BRAND
WORLDVIEW WORLDVIEW
MONOLOGUE DIALOGUE
AWARENESS ENGAGEMENT
SCRIPTED COMMUNICATION TRANSPARENT COMMUNICATION
BRAND CUSTODIANSHIP BRAND STEWARDSHIP
CO-CREATED WITH
CREATED BY MARKETERS
CONSUMERS
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23. DEVOLUTION
» Devolution is a methodology designed to help marketers
adapt to the changing needs of their increasingly
empowered consumers.
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25. DEVOLUTION
» In order to remain relevant, companies must find ways to
devolve… to collaborate with consumers in building their
brands
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ALLOW CONSUMERS TO
HOLD & MOLD YOUR
BRAND
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27. USER-GENERATED BRAND MESSAGING
23%
User-generated
77% Marketer-owned
77% of YouTube, Twitter and Facebook listings that appeared on Google for
brand searches were controlled by a party other than the marketer.
Research Report from 360i
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28. THE IMAGE IN BACKGROUND
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29. NOKIA
NOISETTES
Reference:
consumer co-
creation INSERT VIDEO HERE
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30. JIM STENGEL
PROCTER &
GAMBLE
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What we really need is a mindset
shift from “telling and selling” to
BACKGROUND
building relationships. MAKE SURE IT FILLS
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31. THE EVOLUTION OF MARKETING
PRODUCT ADVERTISING BRAND SOCIAL BRANDING
PRODUCT-CENTRIC ADVERTISING CONSUMER-CENTRIC
BRAND-CENTRIC
1900 1925 1950 2005
FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“WHAT IT HAS” “WHAT IT DOES” “WHAT YOU’LL FEEL” “WHO YOU ARE”
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32. EOS
PHOTOCHAI
NS
Reference: Social
Branding
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33. EVOLUTION IN BACKGROUND
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NOT
REVOLUTION
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34. DEVOLUTION
» Devolution is a step-by-step approach to shifting from a brand-
out to a consumer-in way of thinking
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43. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSIDE OUT
HOW DO YOU VIEW YOUR
BRAND?
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44. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSIDE OUT OUTSIDE IN
HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW
BRAND? YOUR BRAND?
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45. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSIDE OUT OUTSIDE IN
HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW
BRAND? YOUR BRAND?
INSIGHT
DEFINE THE GAP BETWEEN
INTENTION & REALITY
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46. THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSIDE OUT OUTSIDE IN
HOW DO YOU VIEW YOUR HOW DO CONSUMERS VIEW
BRAND? YOUR BRAND?
INSIGHT STRATEGY
DEVELOP A “DEVOLVED”
DEFINE THE GAP BETWEEN
STRATEGY TO BRIDGE THE
INTENTION & REALITY
GAP
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47. THE CONSUMER AT THE
CENTER OF SCREEN 100% YOUR
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BRAND
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