Breaking the rules is the new rule

Breaking the rules is the new rule.

Bernd M. MichaelApril 28, 2007

If the rules are changing,the education has to change.

How??

Change in

1. While we teach the rules, we have to teach how to break them.

2. While we teach discipline,we have to encourage guts.

3. While we teach specialists, they have to think like generalists, too.

4. We have to teach that „thinkable“must definitely be „feasible“ .

Change in

5. It is not learning first and then business.It is life time learning while doing business.

6. We have to teach that change is not stress. But fun.

7. Only if we stay ahead of our well-educated

clients,we are worth our money.

Bob Garfield: The Chaos Scenario

Which changes on our clients‘ side will drive us in the future?

1The trend from Mono to Umbrella branding

Quelle: Advertising Age 01.2000

10 %

Anzahl der Marken Umsatz-Anteile

90 %

400 Marken

1200 Marken

Umbrella brands reduce complexity

Mono Brand Strategy ?

HoldingBrand

CompanyBrand

ProductBrand

Nahrungsmittel(Tiefkühl)

Parfüm & Kosmetik

Körperpflege,Haushalts- und

Textilpflege

Nahrungs-mittel

Umbrella Brand Strategy ?

HoldingBrand

CompanyBrand

ProductBrand

2The Marketing-Controller becomes the boss.

ROI Marketing dictates the Media-Mix

Bekanntheit

Sympathie

Trial

Kauf

Image

Awareness

Sympathy

Trial

Buy

Image-Profile

Customer loyalty

From Mass-Communication

to Basic-Acceptance

Individual-Communication to trigger purchase

The classical Role allocation

Bekanntheit

Sympathie

Trial

Kauf

Image

Awareness

Sympathy

Trial

Buy

Image-Profile

Customer loyalty

From Mass-Communication

to Basic-Acceptance

Individual-Communication to trigger purchase

The new ? Role allocation

Old media? New Media?

It is not either or.It is both.

Media Agencies go for leadership in strategic brand planning

3. The Hourglass Theory

The new consumerThere are two worlds in each of us :

&

The unpredictable client19 Euro flight to Milano

In Milan: purchase of a reduced hand bag for 590

Euro

Lunch for 160 Euro

for 19 Euro flight back to Brussels

The middle shrinks

Hard-Discounter

Lust-Brands

Lust-DiscounterSmart-

Shopping

IndulgenceShopping

Hard-Discounter

Lust-Brands

Top? Bottom?

Or Both??

4Retailers take over branding.

Spot Ikea … Waste

Ikea Müll

Stands out in each street

5Successful global brandswithout advertising

Outlook to brand leadership and communication

6When people no longer search the brand,

the brand must go search the people.

Pure entertainment : Red Bull Flight Day

Coca-Cola Weihnachts-Truck

Bild: www.Schwerlastfan.de

Pepsi Beach

7RFID produces the transparent consumer

Monitor with In-store TV,linked to RFID-Tagsof Pantene-Products

Test RFID Smart Shelf/POS-TVSource: Storechecks

RFID provides superior knowledge about the consumer.

Retailers know faster and better what people want.

Shopper Marketing : The new intelligent partnershipbetween Manufacturers and retailers

8‚Lean forward‘ instead of ‚Lean back‘Everything ‚On Demand‘

Brands become a 24h event

Pretty Woman

Pretty Woman

Evening dress349.– EURSize. 8-16

immediately available

349,00

bmm@grey.de

Modische Pumps für Damen

Modische Accessoires - Taschen

Modellansicht

Modische Accessoires - Schmuck

19.15h

The Opera can begin …

Convergence Strategy

Television+ Print+ Internet+ Mobile Marketing+ E-mail+ Event Marketing= ?

9From Mass-Marketing to Ego-Marketing

The consumer creates and designs his own product.

Personalized Products:

Prime example of the first Generation.90% Online Advertising, 10 % classical advertising

The„Build-to-order“ Principle

Own Scents – sensual, athletic, fresh !

More consumer insights. Less standard research.

The new Credo :I don‘t need to match with the brand.The brand needs to match with me.

The „Let Go“ Principle

The Consumer is Boss

A.G.LafleyP&G

10New Media:I am still confused.

But on a higher level.

Traditionelle Medien Neue Medien Web 2.0 / social networking / user generated content

Fernsehen• 89% sehen täglich fern• Ø Fernsehnutzung/

Woche: 12 Std.• Werbeanteil: 30%• Pay-TV + Sparten-Kanäle

im Vormarsch

Radio• 80% hören täglich Radio• Ø 11 Std./ pro Woche• Werbeanteil: 3%• Digitaler Rundfunk kommt

Tageszeitungen• 85% lesen Tageszeitung• Ø 4 Std./ pro Woche• Electronic Newspaper

kommen

Zeitschriften• 78% lesen Zeitschriften• Ø 2 Std./ pro Woche• User generated content im

Entstehen

PC & Internet• 76% der Erwachsenen

besitzen einen PC• 57% nutzen das Internet

(14+), 33% täglich• Werbung wächst (+69%),

aber auf niedrigem Niveau (2% Anteil)

Mobilfunk• 86% aller Erwachsenen

besitzen mindestens ein Handy

• Insgesamt 82 Mio. Anschlüsse (mehr als Einwohner)

• Neue Anbieter (z.B. Base) drücken Preise

• Music Download boomt ($ 500 weltweit)

Digital-TV• 2010: 16 Mio. Digital-HHt, 3

Mio. Nutzer• 11% haben Pay-TV• Spartenkanäle im Aufwind• Auslaufmodell „Unterbecher-

Werbung“

Internet-TV• 36% haben z.Zt. Broadband• Schätzung 2008: 5 Mio.

Kunden• Medien Konvergenz (Triple

Play!)• Neue Film-Download-

Angebote (Apple!)

EPG/ PVR*• Neue Geräte ändern die TV-

Nutzung (40% PVR‘s in 2015)

• Individualisierte und zeitversetzte Programm-Auswahl

• Ausblenden von Werbung!

Interaktives Fernsehen• Erlösquelle „Call-TV“ (z.B.

9Live)• 80% würden monatlich bis

zu 7.36 EUR ausgeben

Gaming• 24% aller Erwachsenen

spielen Video-Games (3,1 Mio. Konsolen)

• 12% mehr als 1 Std./ pro Woche

• Fragmentierte Anbieter (100)

• Handy-Gaming boomt (2.6 Mrd. $ weltweit)

Teleshopping• 2010: 30-40 Anbieter• 1.0 Mrd. Umsatz• QVC: 630 Mio. / pro Jahr• Tägl. 66.000 Anrufe• Wird für Markenartikler

interessant

Handy-TV• Mobile-TV-Projekt im Test• z.Zt. System-Streit • Aktuell nur 4 Sender

Weblogs/ interaktive

Websites• 35 Mio. Blogger weltweit• Ø 30 Mio. Clicks/ pro

Monat• Große Vielfalt• Intra-Company-Blogs

kommen (Simens!)

Flickr• Online-Bilder-Album• z.Zt. 4 Mio. Members

Myspace• Online-Kontaktbörse• 105 Mio. Mitglieder, tägl.

200.000 neue• Ø 52 Mio. Clicks/ Monat

Youtube• Music&Video online• 100 Mio. Video-Clicks +

65.000 neue Videos pro Tag

Wikipedia• Online Enzyklopädie• 1.3 Mio. Artikel• Ø 53 Mio. visits pro Monat

Podcast• Music downloads

revolutionieren Musik-Vetrieb

• TV kommt

Maxdome• Neues Video on-

demand-Portal

Desktop two• Neuer webbasierter

Desktop

Favourite Things• Lieblingsprodukte

zusammenstellen und verschicken

Open BC• Neues Karriere - Portal

Ciaocom• Web 2.0 community• Erfahrungsaustausch

und Produkt-Bewertung

Clickdensity• Online Tracking-Portal

(„Heatmaps“)

Google Earth• Vernetzung von

Stadtplänen und Dienstleistern

Medien Konsum

Insgesamt• Ø 10 Std./ Tag• +1,5 Std. vs. 2000

Allg. Medien-Trends• Digitale Medien

fragmentieren den Markt• Klassische Werbung:

Rückgang auf 60%

Charamel• Virtuelles Bank-

Beratungs-Portal mit Avantaren

Google• 85% aller Internet-

Besucher nutzen die Suchmaschine

* EPG: Electronic Program Guide PVR: Personal Video Recorder

The endless fractioning of communication

Happy New Year Valentine‘s Day

Beginning of Spring Happy Holidays

Swiss National Holiday Vincent van Gogh‘s Birthday

Googles 7th Birthday

International Womens Day

Louis Brailles Birthday

The phenomen

Blogging.Contemporary?

or For ever?

Second lifeyoutube

Psycho? Or escapism? Or what?

Mobile Marketing:

The Human being himself becomes the

medium.

He will be everywhere and every time

accessible. But he is in the drivers’

seat.

Technology has

mercilessly surpassed mankind.

But: People will do what they want

when they want.

11Eastern Brands attack

Western Brands.China starts

the „Brand War“.

From Low Cost Country to Global Brand Player

Chinese have discovered Smart- and copy it. Unknown car manufacturers

12“Brussels” is part of the game. If we like or not.

Dangerous car chases in the city under the brand of BMW

Why don‘t we avoid critical circumstances?

BMW Madonna Spot

Tob

acco

Alc

ohol

Foo

d

Chi

ldre

n

Pha

rmac

eutic

als

Tel

evis

ion

Aut

omob

iles

We need to prevent the Domino-Effect

Where are the weak points??

To summarize …

1.

Our industry is endangered to become a follower. And no longer a leader.

2.

Either lead. Or follow. Or get out of my way.

Jack Welsh

The new mind set needed

1. Break the rules.2. No guts, no glory.3. Holistic thinking.4. ROI is key.5. Lifetime learning.6. Embrace change.7. Lead the way.

More question marks

than exclamation marks.

Good for our industry.Difficult for education.

It is not the strongest of the species that survive, nor the most intelligent.

But the one most responsive to change.Charles Darwin

Fans

Let‘s go for it.Thank you.

bmm@grey.de

The belief of the new generation:

„If it‘s not in the internet, then it simply does not exist.“

Head of Library

No guts, no glory!!No guts, no glory!!