19. Marketing becomes a service
① Brand ecosystems: Integrated products + services through
community. Nike, Google, Apple,
② Holistic Brand experience: Own, Earned, Paid – Marketing
as a service
③ Storytelling culture –Integrated communications, pr &
marketing
④ Corporate marketing & communications: PR, IR,
Marketing, Social Media, Hr.
Rome Advisors
Brand becomes ASSET…..
26. 1000 Days Digital Business Mission
① Set targets, objectives & goals for sales, marketing, E-commerce &
support
② Crystallize brand strategy – target positioning, competition,
differentation
③ Define digital business culture & organization
④ Strategic choices – What will and will not be done?
⑤ Annual must win battles & clocks
⑥ Development portfolio; projects, tools and organization
⑦ Annual planning; Ideas & Management
27. 1. Set targets, objectives
& goals for sales,
marketing, E-commerce
& support
Communica3on
Sales
Distribu3on
Marke3ng
Innova3on
R&D
Customer
Insight
Idea
Companies
can ”finally”
become
customer driven,
interact through
own media
and distribute
the most
effective
ways. Sell
direct.
28. 2. Crystallize brand strategy – target positioning,
competition AND di$erentation
COMPANY BRAND
MARKET
COMPETITION FUTURE
CUSTOMERS
29. 3. Define digital business culture &
organization
How to create future business models today?
34. 1080° Business design
I. Crystallize II. Organize III. Design
1. Business Idea
2. Mission
3. Vision
4. Values
5. Target Position
6. Competitiveness
7. Competitive Advantages
8. Strategy
9. Action Plan
0. Management system
1. HR
2. Processes and Organization
3. Job Description
4. Development Portfolio
5. Annual Plan
6. Culture
7. Product Range and Distribution
Value:
United and coherent view of
the business idea and the
steps of development
Value:
United and coherent
managerial style and process
Value:
Strategy based Tools for
growth
1. To Who – segmenting
2. What – productization
3. How – marketing strategy
4. Brand – messages
5. Marketing Plan
6. Marketing Organization
7. Sales Management and Tools
8. Sales Targets
9. Sales Material
35. … And future of retail?
• Emotional
• Entertaining
• Educational
Experiences…. 4E’s
Online + Offline?