Sinnfabriken – Marken als Produzenten von Moral und Bedeutung
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frog Chief Marketing Officer Tim Leberecht's Keynote at Annual Congress of German Market Researchers (BVM) - Berlin - June 22, 2012
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Sinnfabriken – Marken als Produzenten von Moral und Bedeutung
- 1. Sinnfabriken – Marken als Produzenten von Bedeutung und Moral in der Überflussgesellschaft Tim Leberecht
- 2. “Hyper-connectivity is the single most important trend in the world today.“ Thomas Friedman
- 3. Transformation und die Moral von der Geschichte
- 6. Microsoft KINECT Ready to be hacked
- 7. Wertebasierte Kooperation anstelle von “Alone Together”
- 8. “Market systems are justified not because of efficiencies and profits, but because humans are first and foremost social and emotional beings, and markets provide a sympathetic community for social exchange.” Robert C. Solomon
- 9. “It’s the job of business to make meaning, not money.” John Hagel
- 12. “In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.” Umair Haque
- 13. Ihre Marke ist, was andere über Sie sagen, wenn Sie nicht im gleichen Raum sind.
- 14. “Wired to care, wired to share.”
- 15. Crowdsourcing
- 17. Offenheit
- 18. “Create more value than you capture.” Tim O’Reilly
- 22. 1. Disruption 2. Knappheit 3. Soziale Intelligenz 4. Transzendenz
- 23. 1. Disruption
- 31. Mash-up
- 32. Unvorsehbarkeit ist die neue Konsistenz.
- 33. Zufallsprinzip
- 34. Überraschung
- 35. Überraschung
- 36. “Our world is being dramatically reshaped. The rules of the past no longer apply. In the 21st century, it's no longer what you do that matters most but how you do it.” Werte
- 37. Altruism-hack
- 38. Speed-meet
- 39. 2. Knappheit
- 44. “Sensing” Real-time Feedback Constant Adaptation Selbst-Organisation Smarte Systeme
- 45. Adaptation
- 47. Marketing Hardware Marketing Software Brand architecture Live brands Messages Conversations Sales brochures Endorsements Feature lists Expertise Destination sites Distributed/social web Tradeshows Community gatherings Trademarks Goodwill Push Pull Packaging Revelations Out-of-the-box Insights Status Experience Point-of-sale Point-of-views Closed Open-source Look and feel Interaction Direct mailing Connections Billboards/ads Customer service Print collateral Apps ………. ……….
- 48. Anonymous Hacks
- 53. Social Shopping: Von der Interaktion zur Transaktion
- 54. Social Shopping: Von der Transaktion zur Interaktion
- 56. 4. Transzendenz
- 57. Happiness
- 60. Microsoft KINECT
- 62. Von Effizienz zu Exzellenz zu Bedeutung
- 63. Zum Schluss
- 64. 1. Disruption 2. Knappheit 3. Soziale Intelligenz 4. Transzendenz
- 65. MISSION [Transzendenz] MARKETING = THE MEANING OFFICE Internal PRODUKT/SERVICE External brandholders [Seltenheitswert] brandholders GO-TO-MARKET [Disruption] COMMUNITY [Soziale Intelligenz] Real-time conversations Micro-content Open collaboration
- 66. Marketing with Meaning SMALL DRAMATIC SOCIAL CONVERSATIONAL PROVOCATIVE RESPONSIBLE Micro Making sense Connecting Listening Making you think Doing good Community Customizable Cohesion Empathy Disruption Political Belonging Relevant Convergence Identity Adaptive Divergence Socially responsible Actionable Morale Like-minded Changing messages Deconstruction Eco-friendly Eye-to-eye Consistency Affinity Two-way Surprise Ethical Direct Imagination New people Let go of control Shock Human rights Status Instant Entertainment Open Unexpected Values Compassion Accessible Cultural Fun Respect Unlikely Family Sharable relevance Love Flow Challenging Nation Atomized Characters Friendship Topical status quo Common Good Suspense Hobbies Point-of-view Unique Earth Comedy Fans Attention-grabbing Tragedy Different Identification In your face Proprietary & Confidential. ©Aricent Group 2011 66
- 67. Traditionelle Marken Meaningful Brands Prozess Prinzipien Jahr/Quartal täglich ROI Bedeutung Kontrolle Permanente Krise Konsistenz Zufall Big Data Big Intuition Schnelligkeit Real-time Zentralisiertes Wissen Dezentralisiertes Wissen Top-down Netzwerke Go-to-market “Distributed presence” Strategie Werte Plan Aktivismus
- 68. Die Marken von morgen
- 69. Microsoft KINECT Ready to be hacked