This is Justin Basini's presentation from The 3rd European CMO Conference held in Zurich on the 30th September. The presentation theme is Marketing Leadership: from Shareholders to Stakeholders
Value Proposition canvas- Customer needs and pains
CMO conference 2010 - Justin Basini
1. Leadership in Marketing: from shareholder to stakeholder value Justin Basini www.basini.comwww.conservation-economy.org Founder, Basini & Company Founder & CEO, Allow (www.i-allow.com) 1
7. We are at a fork in the road Where are we going? Where have we come from?
8. We are certainly gettingricher We are certainly gettingolder We are working more We are getting fatter More crime We are voting less 1840 2008 2000 1950 1900
9. We are not however getting more satisfied 1840 2008 2000 1950 1900
18. Intangible assets are making up a larger proportion of enterprise value % entreprise value Source: BAV databases and Y&R historical research (Market Leader Sept 2009)
19. For strong brands, brand value as total of company value is greater still… 84% Source: Brand Finance, Market Leader Sept 2009
20. The ‘valuation gap’ according to consumers Reality (over last 10 years) Less trusted than ever 50% Less liked and respected 12% Less salient than ever 20% Quality perceptions decreasing 24% Differentiation declined in 40/46 categories Source: BAV 1993-2007 brand data. Copernicus, Jack Trout and Kevin Clancy (Market Leader Sept 2009)
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22. Less than 40% of people know their neighbours Fewer than 1 in 3 say they believe in God Incidence of depression and breakdown has TRIPLED in past 20 years Average age of “midlife” crisis now down to 30s Number of people taking part in community activity half what it was 20 years ago
23. We’re consuming resources as though there are 3 planets, not 1 Sustainability isn’t compatible with consumerism in it’s current form Source: WWF, One Planet Living 2009
26. Source: IPSOS MORI, around 2,000 British adults 15+ asked the question: “…would you tell me whether you generally trust them to tell the truth or not?”
27. TRUST IN BUSINESS DOWN TO 22% GLOBALLY, A DECREASE OF 25% OVER THE PAST DECADE Source: Justin Basini analysis of World Values Survey data 1980-2001. Notes: Each wave of global research is completed in those countries from 1000s of interviews with a range of representative demographic segments
28. ? BUT ARE THESE ISSUES FOR US TO CLEAR UP? WHAT DO WE DO?
32. Macro-social trust Context-dependent (context specific) trust A priori generalised trust Psychosocial feeling Auditing Conceptual trust Pre-conceptual trust Social cohesion Machiavellian strategies In group solidarity Co-operation Local communities Conceptual trust Pre-conceptual trust Primary (taken for granted) trust Reflective Trust Conceptual trust Pre-conceptual trust Third parties Self-confidence / self-doubt Emotional interdependence Rebuild trust Psychosocial feeling Basic trust (ontological) Inner dialogicality Micro-social trust Source: Trust and Distrust in Society, Markova, Linell, Gillespie (2008)
33. We all know what creates trust…now go do it! A trustsB to do X Engage & establish credibility Set the right expectations Active honesty & respect Keep your commitments visibly & be consistent Show you trust
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36. Leadership in Marketing: from shareholder to stakeholder value Justin Basini www.basini.comwww.conservation-economy.org Founder, Basini & Company Founder & CEO, Allow (www.i-allow.com) 36
Notes de l'éditeur
Simple premise – that we have achieved a huge amount but that we are reaching a fork in the road and we will need to make a choice over what path we follow