Guest lecture at FH Nuertingen, May 20, 20

1. Smart Brands in the Age of Hyper-Connectivity
TIM LEBERECHT

2. Smart brands

4. “Hyper-connectivity is the single most
important trend in the world today.“
Thomas Friedman

5. Sensing
Real-time feedback
Constant adaptation
Self-organization
Smart systems

6. Hyper-connectivity creates hyper-disruption
as industry boundaries blur, partners become
competitors and vice versa, and ecosystems
emerge as the critical advantage.
Logo mashups by Mario Amaya

7. Brand.com -> search “brand” on Google ->
Facebook.com/brand -> Twitter.com/brand ->
brand app -> SMART BRAND

8. Debunking 5 marketing myths

9. Myth#1: Strategy

10. “Plan well. Have a strategy. And then the
moment you hit the ground, forget about it.”

11. Speed

12. Black Swans

13. Smart marketers have absolutely
no plan.

14. Super-flexibility

15. Adaptation

16. Jugaad
Photo: Sanjeev Shankar

17. Anonymous

18. Microsoft KINECT
Ready to be hacked

19. Microsoft KINECT
Ready to be hacked

20. 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
………. ……….

21. Myth#2: Control

22. The loss thereof…

23. http://www.youtube.com/watch?v=5YGc
4zOqozo

24. “In the old days, brands
wanted everybody to pay
attention to them.
Now brands need to pay
attention to everybody else.”
- Umair Haque

25. Everyone can see everything
What you do affects everyone
Everyone can share with anyone what you do
and how you do it

26. Emergence or the permanent crisis

27. “There is a crack, a crack in everything.
That's how the light gets in.”
Leonard Cohen

28. The more control you give up,
the more influence you gain.

29. Microsoft KINECT
Ready to be hacked

30. Activating valuable connections
What are the dormant or active What are the programs and
networks that matter? And tools you use to activate
which are strong/weak ties? connections and unlock
- Customer network their value?
Connections
- Influencer or decision-maker
networks
Activating - Account marketing
- VIP customers
- Conference networks - Strategic partnerships
- School (alumni) networks Thought leadership
- Media community - Publishing
- Analyst community - High-touch events
- Investor community - Social media
- Alumni network - PR
- Employee networks
- Revenue contribution
Valuable - Customer database
- Direct/indirect lead funnel - Access to knowledge and experts
contribution - Growth of VIP customer network
- Extension/diversification - Customer satisfaction
of portfolio How do you - Marketing value-add for customers
- Brand recognition, loyalty, qualify and - Employee satisfaction and engagement
and goodwill quantify the value
you create?

31. Complexity
Co-create

32. Complexity

33. Complexity

34. Create the story

36. “Create more value than you capture.”
Tim O’Reilly

37. The more control you give up,
the more influence you gain.

38. Complexity
Democratic exclusivity

39. A daptive T ransparent O pen M icro
Conversations Everything is visible
Easy to join Content
instead of messages to everyone
The more you
Feedback = creation Easy to co-
share, the more you Distribution
create/hack
will receive
Permanent beta Authenticity Easy to share Timing
Only 48 seats

40. Myth #3: Consistency

41. Myth #3: Consistency
Change the message, constantly

42. Unpredictability is the new consistency

43. Random acts
of kindness

45. Serendipity

46. Anticipation

47. Photo: Natsumi Hayashi
Disruption

49. Myth #4: Data

50. Big Data Data is exploding, growing in exponential proportions.

51. Data deluge

52. People are living,
breathing, feeling,
adaptable beings.
Is your brand?

54. Social
intelligence
Social intelligence

55. Distributed presence

56. Myth #5: Excellence

57. From excellence to significance.

58. The desire to connect

59. PURPOSE
[Transcendence]
MARKETING
= THE MEANING OFFICE
Internal PRODUCT/SERVICE External
brandholders [Scarcity] brandholders
Real-time conversations
Micro-content
Open collaboration
COMMUNITY
[Sociality]

60. 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 60

61. Being Wrong =
Seeing the world as it
is not
See the world as it is not

62. Everyone can see everything
What you do affects everyone
Everyone can share with anyone what you do
and how you do it

63. “The reason that Apple is able to
create products like iPad is
because we always try to be at the
intersection of technology and
liberal arts, to be able to get the
best of both.”
Steve Jobs

64. “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.”
Dov Seidman

65. 1) Deliver WOW Through Service
2) Embrace and Drive Change
3) Create Fun and A Little Weirdness
“Our world is being dramatically
4) Be Adventurous, Creative, and Open-
Minded
reshaped. The rules of the past no
5) Pursue Growth and Learning
6) Build Open and Honest Relationships
longer apply. In the 21st century,
With Communication
it's no longer what you do that
7) Build a Positive Team and Family Spirit
8) Do More With Less
matters most but how you do it.”
9) Be Passionate and Determined
10) Be Humble
DoSeidman
Culture

66. - Open door office policy
- Publication of financial results unusual
for a private company
- Meetings open to the public and phone
numbers and video conference URLs
posted on their wiki
- Public road map: Future tech direction of
company easily accessible on wiki
Culture

67. Happiness

68. Happiness

69. Happiness

70. Traditional brands Smart brands
Strategy Beliefs
Plan Action
Process Principles
Annual/quarterly horizon Daily adaptation
ROI Meaning
Control Permanent crisis
Consistency Serendipity
Big Data Big Intuition
Fast turn-around Real-time
Centralized knowledge Decentralized knowledge
Command and coordination Empowerment and networks
Go-to-market Distributed presence
Message Content

71. Smart brands

72. “Managerial capitalism asks everyone
to leave randomness at home and
come to work as a hard-headed
pragmatist, a heat-seeking problem
solver. But managing, creating, and
delivering randomness means living
with variation. It means asking people
to get in touch with their differences
instead of asking them, as we usually
do, to converge on a shared facsimile of
selfhood.”
Grant McCracken – Chief Culture Officer

73. “What’s interesting about you is you.”
– Alonzo King

74. @timleberecht
tim.leberecht@frogdesign.com

75. Happiness