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A Passion for Better Marketing was the theme of the January 2011 Ernst & Young Marketing Team Conference that I was invited to speak at. This is the presentation that I gave to an engaged and lively session where some of the big questions got asked - why are we different? How do we win? How can I make a difference?
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Ernst & Young Marketing ConferenceJanuary 2011
Justin Basiniwww.basini.com www.i-allow.com
A Passion For Better Marketing
© Justin Basini, 2011
© Justin Basini, 2011
THINK
FEEL
DO
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A Passion for Better Marketing
A Passion for Better Marketing – Ernst & Young Conference© Justin Basini, 2011
My Better Marketing Goal is:
I NEED TO THINK:
I NEED TO FEEL:
I NEED TO DO:
© Justin Basini, 2011
COMMODITISATION
GROWTH
DIFFERENTIATION
5© Justin Basini, 2011
6
1p per 10g 20p per 10g
2,000% PREMIUM
© Justin Basini, 2011
© Justin Basini, 2011
COMMODITISATIONThere are no commodity markets, only commodity marketing
GROWTHIn most markets growth has stalled which means the game has changed
Stealing sharefrom competitors
Huntingfor growth opportunities
10
DIFFERENTIATIONHow important is it to be different?
Different?
DIFFERENTIATION GROWTH
20%
56%
The top 20% most differentiated companies account for 66% of the growth in the market
Source: Deutsche Bank survey of the effect of brands and advertising on 50 global brands in 5 sectors, 2008
DIFFERENT?
Different? Product Delivery Message Look & Feel Content Attitude Culture People Innovation
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© Justin Basini, 2011
THINK
FEEL
DO
© Justin Basini, 2011
THINK
© Justin Basini, 2011
THINK
Become an intelligent business
Spot and exploit trends
Understand the customer experience
1
2
3
18© Justin Basini, 2011
19
Generate great content and ideas1
2 Make the content compelling – any place, any channel, any time, anywhere
© Justin Basini, 2011
© Justin Basini, 2011
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04/10/2023 22© Justin Basini, 2011
© Justin Basini, 2011
FEEL
ENERGY & MOMENTUM
CREATIVITY
© Justin Basini, 2011© Justin Basini, 2011
Momentum counts for a lot in professional services – how do you become the brand with momentum
Source: Deutsche Bank analysis of M&A advisory market 1998-2005
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7
Market Share increases over time for largest market share gainer
TIME
© Justin Basini, 2011
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CREATIVITY© Justin Basini, 2011
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2007Change in Key Concepts in Financial Advertising and Branding
Trust
Risk
Balance
Winning
Dedication
Expertise
Guidance
Integrity
Excellence
Reliabilty Leadership
Dreams
Future Goals
Vision
Innovation
Connection
Nurturing
Partnership
Togetherness
Security
Faith
Character
Loyalty
ChallengeFamily
Roots Comfort
Real
Authenticity
Stability
Tradition
Identity
Experience
Care
PrideAspiration
Commitment
Growth
Opportunity
Service
Performance
Moderation
Simplicity
Home
© Justin Basini, 2011
© Justin Basini, 2011© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
2009Change in Key Concepts in Financial Advertising and Branding
Simplicity
Trust
Risk
Balance
Winning
Dedication
Expertise
Guidance
Integrity
Excellence
Reliabilty Leadership
Dreams
Future
Goals
Vision
Innovation
Connection
Nurturing
Partnership
Togetherness
Security
Faith
CharacterLoyalty
Challenge
Family
Roots Comfort
Real
Authenticity
Stability
TraditionIdentity
Experience
Care
Pride
Aspiration
Commitment
Growth
Opportunity
Service
Performance
Moderation
Home
© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
© Justin Basini, 2011
DO
THE NEED FOR SPEED
43
Time to market is 10% of what it was 20 years ago
Fast-prototyping
Collaboration so ideas don’t get shot down
Clear, accountable, and demonstrable goalposts
1
2
3© Justin Basini, 2011
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Get Engaged!
Get Connected!
Connected within the team
Connected with the strategy and brand
Compelling and passionate about what you can contribute
1
2
3© Justin Basini, 2011
© Justin Basini, 2011
My first book out in June 2011
Find it on Amazon (search Basini) and feel free to pre-order it!
Thanks!
© Justin Basini, 2011
Ernst & Young Marketing ConferenceJanuary 2011
Justin Basiniwww.basini.com www.i-allow.com
A Passion For Better Marketing
© Justin Basini, 2011
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