The fastest growing trend in the understanding of modern communications is connected communications. We've lived through the traditional age, the digital age, and now we are entering the connected age. Success in the connected age take clear measurable strategy that is easy to understand and straightforward to execute. Phenomblue is one of the market's leaders in connected communications helping brands big and small plan for an execute success. These are the top five tenets for success in the connected age.

1. 5 Tenets of Success
in the Connected Age
1©2014 PHENOMBLUE LLC.
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2. Background

3. Today’s world is
traditional.
digital.
connected.

4. Communication trends are
the natural predispositions of
the digital native.

5. Always on. Always connected.
Always adopting…

6. New behaviors,

7. New expectations,

8. New technologies.

9. There is no advertising or marketing.
There is only brand building.

10. 5 Tenets of Success in the Connected Age

11. Results over activity.

12. The digital age was a horse race.
Most brands tried to keep up.
This generated a ton of activity.

13. As a result, the connected world is a
fragmented landscape…

14. For us,
for our businesses
and for our brands.

15. RESULTS OVER ACTIVITY
15
It’s time to reign it all in.
Without a strategy, a goal is just a wish.
Brands are engaged in brand building throughout more channels and
across more technologies inside, and outside, the organization than
ever before. Work streams cross organizational boundaries, product
and service segments and customer personas. Resources are
scattered and spread thin. You can’t fight every battle in the connected
world. Picking calculated investment is paramount. The difference
between picking and choosing starts with having a specific, desired
outcome in mind. Many organizations have a strategic plan focused on
vision and long-term outcomes, but most marketing and
communications teams lack an actionable plan to guide tactical
execution. Having a clear and measurable strategic plan that informs
tactical execution is how you prioritize results over activity.
©2014 PHENOMBLUE LLC.

16. Creative from strategy.

17. Every piece of a strategy
should be measurable.

18. And as a result,
creative should move the needle.

19. CREATIVE FROM STRATEGY
19
Operate beyond briefs.
Nothing comes from nothing.
It’s never been easier to create, and there have never been more places
for creations to live. While this may seem like a license to do
everything, it’s never been more important to do the right thing. By
definition, creative is a tactic. Tactical execution is the last step in the
process of successfully achieving a strategy. Most well executed,
connected, tactical efforts fail to provide results because the activities
fail to address a clear strategic measurement. Unlike the digital age,
talent and ideas can no longer overcome the inevitable fate of poorly
strategized tactics. Having a clear and measurable strategic plan that
informs tactical execution is how you ensure creative from strategy.
©2014 PHENOMBLUE LLC.

20. Centralized communication.

21. Who owns the brand?

22. CENTRALIZED COMMUNICATION
22
Have the authority to say “no.”
Because everyone is an expert.
The ability to negotiate, communicate, influence and persuade others
to do things is indispensable in the effort of brand building in the
connected age. Whether your leadership approach is by person or by
committee, a clear and measurable strategy unifies efforts and desired
outcomes, making decisions quick and efficient, while removing bias
or alternative agendas. The modern business environment is an
empowering environment, and people all over the organization will
have the opportunity to influence customers. Centralized
communications ensure everyone is properly motivated, aligned and
confident in action. It’s crucial that every organization has a centrally
defined strategic plan that enables the organization to focus
tactically on moving measurements tied to clear goals.
©2014 PHENOMBLUE LLC.

23. Focused innovation.

24. The connected world is defined by
innovation and new experiences.

25. Real innovation comes from
understanding real value.

26. FOCUSED INNOVATION
26
Initiate change.
Create an environment where ideas connect.
Brand building takes transformative ideas that challenge typical
thinking, and creates new perceived value with stakeholders. That
means everyone is thinking about how to create new opportunities for
the brand. It’s critical to align teams with clearly defined, desired
outcomes to ensure a healthy innovative culture. The connected age
has created an environment of hyper interaction patterns, where
feedback is real-time and the expectation of instantaneous
gratification is the norm. Our organizations are full of people wanting
to be heard, who want to contribute, who want to add value. With a
clearly defined strategy, ideas self-identify as aligned, or not, before
they are surfaced. Right ideas are brought forward more often and
with confidence.
©2014 PHENOMBLUE LLC.

27. Execution is table stakes.

28. Modern advertising began in the ‘20s.

29. The digital age started 15 years ago.

30. If your focus is execution,
it’s in the wrong place.

31. EXECUTION IS TABLE STAKES
31
Anything is possible.
Everybody knows somebody.
There are literally tens of millions of people around the world that can
make things happen. Branding. Campaigns. Websites. Apps. Media
buys. You name it. Dive a few layers deep in your network and you’ll
find the great ones. Regardless, brands struggle every day in the
connected world. Brands, big and small, fail to plan at a strategic level
blinded by the perceived lack of activity in the near term. They throw
money at tactical ideas and partners that claim to deliver the silver
bullet. Today, a savvy leader knows there is no silver bullet, and that
how and why you execute is just as important as the execution itself.
There will always be someone that can create whatever tactical
experience you can dream up. Having a clear and measurable
strategic plan that informs tactics is how brands successfully execute
in the connected age.
©2014 PHENOMBLUE LLC.

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PHENOMBLUE
www.phenomblue.com
Contact us today and find out how our PTSApproach™ can help your brand harness the opportunities of the connected age.
©2014 PHENOMBLUE LLC. PROPRIETARY AND CONFIDENTIAL
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