CATEGORY CONSUMER BRAND / PRODUCT CULTURE Human needs Business offer SWEET SPOT TECHNOLOGY MEDIA #COMPLEXITY IS IN THE AIR ref: A try to dene a todays conceptualization framework
SIZING THE OPPORTUNITY HISPANIC INSIGHT BICULTURAL TOTAL MARKET 2012
but Planning is driven by Culture & People so no matter if you are in a Hispanic, Digital or whatever type of agency, Planning is Planning* (*or an evolved version)
Although there are some tensions
#tension1
conceptual big idea thinker idea oriented vs tactical little ideas doer media oriented #tension2
ref: Planningness 2012 #tension3
Trying to gure out what people think Listening what they say and observe what they do (almost in real time) Playing with a signicant change in the research paradigm is back #tension4
#tension3 #tension3 looks like a big leap
phygital strategic mindset
this is not about digital planning, but planning for a digital world
Henry Jenkins Convergence Culture
#tension3 #tension3
are we still in the advertising business ? ref: Big Spaceship
from information to inspiration to help making better ads ideas and solutions
its also about creative marketing The essence is the same, but nowadays planning is much more than just communications
Advertising limits the power of strategy" Adrian Ho, Zeus Jones Jon Steel --- Truth, lies & adver5sing
CREATIVE MARKETING account planning becomes more than just communications MODERN" BRANDING MODERN BUSINESS STRATEGIES
Modern Branding
A (modern) brand is simply the sum of great ideas used to build that brand " John Grant Jon Steel --- Truth, lies & adver5sing
Attention not only had to be earned also rewarded
Making peoples lives better a.k.a create value for them
BranDOing" Do > Say" " "
ref: John Willshire
IMPROVING HOW TO
MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN POINT OF VIEW COMMITMENT DEMONSTRATE PURPOSE AS STRATEGY
PURPOSE AS STRATEGY ref: David Aaker http://www.prophet.com/blog/aakeronbrands/139-higher-purpose-branding
THE GOAL IS NOT IDENTIFY PEOPLE WHO NEEDS YOUR PRODUCT BUT PEOPLE WHO BELIEVE WHAT YOU BELIEVE
MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN GENEROSITY OVERCOME EXPECTATIONS SURPRISE EMOTIONAL REWARD PURPOSE AS STRATEGY POINT OF VIEW COMMITMENT DEMONSTRATE GOODNESS AS STRATEGY
Goodness not necessarily means for a social cause but (the democratization of) doing nice things
EXAMPLES GOODNESS AS STRATEGY? TACTIC (a.k.a Happy Tactics)
in fact this is not only about doing nice things but telling stories about doing nice things ref: Andy Whitlock
MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN GENEROSITY ADAPTATIVE AGILE REAL TIME SMALL BETS SCALE FAST GOODNESS AS STRATEGY PURPOSE AS STRATEGY PRODUCTION AS STRATEGY OVERCOME EXPECTATIONS SURPRISE EMOTIONAL REWARD POINT OF VIEW COMMITMENT DEMONSTRATE
EXAMPLE PRODUCTION AS STRATEGY ref: Zeus Jones and Edelman Digital
Storytelling Software ref: Bedknobs_and_Broomsticks http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks living / crossing / jumping out screens experiences & interactions
Magic in the world
A PHYGITAL SOLUTION IS MORE LIKELY TO BE SIMULTANEOUSLY" " A BUSINESS SOLUTION" +" AN USER SOLUTION
#anewromance
#anewromance atoms data
metaproduct Ref: Meta Products: Meaningful design for our connected world
connected systems
#InternetofTHINGS
ref: Russell Davies Berg Good Night Lamp #InternetofMIDDLECLASSThings
#InternetofMYThings WEARABLE, BUT PART OF A BIGGER BUSINESS STRATEGY
Interesting concept: BRAND AS WEAREABLE NOT JUST ABOUT CONSTANTLY WEARING IT BUT EARNING A CONSTANT PLACE IN YOUR LIFE
#NextStepsBrandUtility
#servicedesign
#coUtility democratization
coUtility is not a new concept
but we will see it more often (the rise of open APIs not only from native digital brands & big brands)
#coUtility +
#coUtility
#automation as new brand landscape
IFTTT.COM #automation
#automation
Modern Business Strategy
MODERN BUSINESS STRATEGY SOCIAL BUSINESS DESIGN ADAPTATIVE BUSINESS MODEL ECOSYSTEMS OF VALUE
#SocialBusinessDesign Ref: Dachis Group
#BusinessModels
#BusinessModels Your business model is not STATIC anymore It will have to evolve FASTER
reinventing #BusinessModels
ampliying #BusinessModels
disrupting #BusinessModels
90
ref: Gareth Kay #EcosystemsOfValue
observations
MORE PLANNERS INSPIRING ALSO " CREATIVE (BUSINESS & PRODUCT) SOLUTIONS MORE BRANDS EMBRACING BEHAVIORS & PRINCIPLES OF START UPS, APIS , WEAREABLES 2 1
adaptative planning ref: Gareth Kay THE PRESENT OF PLANNING THE PAST OF PLANNING
Share of Voice Share of Culture
the future of planning?
keep planning the future
Forward thinking mother fuckers Thats because today I love this job description for a planner: best job description for a planner ref: Richard Huntington
