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PLAYAs a CompetitiveAdvantage                   July 2012                     Image credit: niznoz
WHAT WE’LL COVERMethodologyPlay As a Competitive Advantage     •Defining Play     •Benefits of Play     •Impediments to Pl...
METHODOLOGYSONAR™All of our trend reports are the result of quantitative, qualitative and deskresearch conducted by JWTInt...
METHODOLOGY                 (cont’d.)Influencers and expertsIn addition, we interviewed four experts and influencers in th...
3 GEERATION GOPLAY AS A COMPETITIVE ADVANTAGEAdults will increasingly adopt for themselves the revitalized idea that kidss...
PLAY AS A COMPETITIVE ADVANTAGE                                             (cont’d.) DEFINING PLAYThis report defines pla...
PLAY AS A COMPETITIVE ADVANTAGE                                                    (cont’d.)     DEFINING PLAY         (co...
PLAY AS A COMPETITIVE ADVANTAGE                                                      (cont’d.) PROPERTIES OF PLAYApparentl...
BENEFITS OF PLAY                   Image credit: Criss Cross Circus
BENEFITS OF PLAY            Play isn’t a luxury—it’s a necessity.            Play is as important to our physical         ...
BENEFITS OF PLAY              (cont’d.)                          There’s this certain confidence that                     ...
BENEFITS OF PLAY                    (cont’d.)         Look at life without play, and it’s         not much of a life. If y...
BENEFITS OF PLAY                              (cont’d.)                              PLAY IS WHAT THE DOCTOR ORDERED      ...
BENEFITS OF PLAY                           (cont’d.)             Through play, an individual            avoids what [Patri...
IMPEDIMENTS TO PLAY                      Image credit: amrufm
IMPEDIMENTS TO PLAY                I think there is an assembly-line       [Our culture] is not really what I             ...
IMPEDIMENTS TO PLAY                (cont’d.)Quantifiable meGTD syndromeLife in real timeVanquished boredomThe adultificati...
IMPEDIMENTS TO PLAY                   (cont’d.)                                               The question that drivesQuan...
IMPEDIMENTS TO PLAY                (cont’d.)Quantifiable meGTD syndromeLife in real timeVanquished boredomThe adultificati...
IMPEDIMENTS TO PLAY                (cont’d.)RE-EXPERIENCING PLAY AS A PARENT
MANIFESTATIONS                 Image credit: B.K. Dewey
MANIFESTATIONS PLAY IN THE BUSINESS MODELRecognizing the benefits of play, some high-profile companies inject playinto the...
MANIFESTATIONS            (cont’d.)PLAY IN THE BUSINESS MODEL: Google, 20% time                                           ...
MANIFESTATIONS            (cont’d.)PLAY IN THE BUSINESS MODEL: Twitter, Hack Week                                         ...
MANIFESTATIONS            (cont’d.)PLAY IN THE BUSINESS MODEL: Hackathons                                         Image cr...
MANIFESTATIONS            (cont’d.)PLAY IN THE BUSINESS MODEL: Pixar                                      Image credits: M...
MANIFESTATIONS            (cont’d.)PLAY IN THE BUSINESS MODEL: Sketching ideas                                            ...
MANIFESTATIONS               (cont’d.) MARKETERS ADVOCATING FOR PLAYWhile brands often want to be associated with lighthea...
MANIFESTATIONS           (cont’d.)MARKETERS ADVOCATING FOR PLAY: Kit Kat, “Crane” and Chunky 3 campaign                   ...
MANIFESTATIONS           (cont’d.)MARKETERS ADVOCATING FOR PLAY: Cheetos, “Take a Cheetos break”                          ...
MANIFESTATIONS           (cont’d.)MARKETERS ADVOCATING FOR PLAY: Nike, “Tag”                                             I...
MANIFESTATIONS           (cont’d.)MARKETERS ADVOCATING FOR PLAY: Puma, “After Hours Athlete”                              ...
MANIFESTATIONS            (cont’d.)MARKETERS ADVOCATING FOR PLAY: Cadbury, “Spots v Stripes”                              ...
MANIFESTATIONS           (cont’d.)MARKETERS ADVOCATING FOR PLAY: Heineken, Pub Rugby Activation                           ...
MANIFESTATIONS           (cont’d.)MARKETERS ADVOCATING FOR PLAY: Honda, “Leap List”                                       ...
MANIFESTATIONS            (cont’d.)MARKETERS ADVOCATING FOR PLAY: Unilever, “Dirt is good”                                ...
MANIFESTATIONS                (cont’d.) PLAY IN CULTUREThe concept that play is important for adults can be found in books...
MANIFESTATIONS              (cont’d.)PLAY IN CULTURE: National Institute for Play                                         ...
MANIFESTATIONS              (cont’d.)PLAY IN CULTURE: Austin Kleon, Steal Like an Artist                                  ...
MANIFESTATIONS             (cont’d.)PLAY IN CULTURE: Allison Arden, The Book of Doing                                     ...
MANIFESTATIONS             (cont’d.)PLAY IN CULTURE: Steve Jobs’ calligraphy course                                       ...
MANIFESTATIONS            (cont’d.)PLAY IN CULTURE: “Caine’s Arcade”                                      Image credit: Ca...
WHAT IT MEANS                Image credit: fridayn
WHAT IT MEANSThere’s a real desire to see unstructuredplay extend from childhood well intoadulthood. Nine in 10 American a...
WHAT IT MEANS                  (cont’d.)Society has become so automated and                      Play isn’t just for child...
WHAT IT MEANS                       (cont’d.)Injecting play into everyday life—doing things that bring joy, regardless of ...
WHAT IT MEANS                       (cont’d.)Marketers that speak to the value of play are tapping into an innate human de...
APPENDIX: LEARN MORE ABOUT OUREXPERTS AND INFLUENCERS                                 Image credit: niznoz
APPENDIXLEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
APPENDIXLEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS   (cont’d.)
APPENDIXLEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS   (cont’d.)
APPENDIXLEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS   (cont’d.)
APPENDIX: ADDITIONAL CHARTS                          Image credit: niznoz
APPENDIXADDITIONAL CHARTS
APPENDIXADDITIONAL CHARTS   (cont’d.)
APPENDIXADDITIONAL CHARTS   (cont’d.)
APPENDIXADDITIONAL CHARTS   (cont’d.)
APPENDIXADDITIONAL CHARTS   (cont’d.)
APPENDIXADDITIONAL CHARTS   (cont’d.)
APPENDIXADDITIONAL CHARTS   (cont’d.)
APPENDIXADDITIONAL CHARTS   (cont’d.)
THANK YOU
THANK YOU
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PLAY AS A COMPETITIVE ADVANTAGE Play as a Competitive Advantage (July 2012)

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PLAY AS A COMPETITIVE ADVANTAGE (cont’d.) PROPERTIES OF PLAYApparently purposeless: Done for its own sake.Voluntary: It is not obligatory.Inherent attraction: It’s fun, and it makes us feel good.Freedom from time: When fully engaged in play, we lose a sense of the passage oftime.Diminished consciousness of self: We stop worrying about whether we look good orawkward, smart or stupid.Improvisational potential: We’re not locked into a rigid way of doing things and aretherefore open to serendipity and chance. The result? We stumble on new behaviors,thoughts, strategies, movements or ways of being.Continuation desire: We desire to keep doing it, and the pleasure of the experiencedrives that desire. Derived from Play, by Stuart Brown, M.D., founder of the National Institute for Play, with Christopher Vaughan

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