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An introduction to Crosscut Advisory Partners, LLC
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TMTM
Partner Development
Crosscut Advisory Partners, LLC.
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.1
Humans follow culture looking for new waysto consume. Proof: in a generationeverything changed
Analog Digital
Crosscut shapes brands in the image ofculture identifying for brands where theyshould focus their attention, next
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.2
Sets of ‘practices’ people adopt toexperience life, relate to one another,establishing and evolving societal norms
Culture
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.3
Cultural Relevance and the relevance ofculture
4
Nike Culture Culture of Nike
© 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.
(Innovative performance) (Ingenious style)
Brand differentiation has declined in 40 of46 categories1
Source: “The Brand Bubble,” John Gerzema and Ed Lebar, 2008. © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.5
Brands now follow Culture rather thanlead it
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.6
Marketers are finding it more difficult tofind the most original pathways
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.7
The 2009 CMO Survey: Marketers want toknow how to measure customer insightsand culture
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.8
But consumer trends can only observediffused behavior, it’s over before it’s begun
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.9
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.10
Culture connects humans to brands
We measure culture and then relate theinsights to brand and marketing strategies
α
Marketing P
erfo
rm
ance
Culture
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.11
TM
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
CELEBRITYINFLUENCE
CULINARYHABITS
CURRENTEVENTS
DESIGN DIVERSITY
ENVIRONMENT
FAITH &POLITICS FAMILY FASHION
GAMING &HOBBY
HEALTH &FITNESS
INNOVATION INTOXICANTS LANGUAGE
MEDIA MUSIC TASTE ROLE MODEL SEXUALITY SUCCESS
ENTERTAINMENT
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
Crosscut segments culture into 20 discretecategories
11
And crosses them with 20 businessverticals
AUTOMOTIVEBEER &SPIRITS
CONSUMERELECTRONICS
CONSUMERPCKG GOODS
DIGITAL
ENTERTAINMENT
ENVIRONMENT
FINANCIALSERVICES
FOOD &BEVERAGE
HOSPITALITY MEDIA &PUBLISHING
QSR & CASDINING
RETAILSOCIALMEDIA
SPORTS TECHNOLOGY TELECOMTRAVEL &LEISURE
WIRELESS
HEALTHCARE
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.12
CrosscutingTM is capable of at least 400unique, quantifiable brand profiles
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.13
Because culture moves and causesmovements we measure it and brands qrtly
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.14
Product
Communication
Trade
Employee
Other
Awareness
Associations
Attitudes
Attachment
Activity
Price premium
Price elasticities
Market share
Expansion
Cost structure
Profitability
Stock prices
P/E ratio
Market cap
MARKETINGPROGRAM
INVESTMENT
CONSUMERMINDSET
MARKETPERFORMANCE
SHAREHOLDERVALUE
CULTUREINSIGHT
CULTURECONTEXT
CULTUREAPPLICATION
CULTURERELEVANCE
Crosscut correlates culture to marketingmodels simply without fuss
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.15
What is your business objective?
STRATEGICPLANNING
CONSUMERINSIGHT
BRANDPOSITIONING
NEW PRODUCTDESIGN
PORTFOLIOMANAGEMENT
CHANNELSALES
ADVERTISING
TECHNOLOGY
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.16
5 Questions:
What culture dimension is driving your category?
How are you leading in your business vertical?
What is your speed to market for innovation?
How do you determine what to innovate in your portfolio?
Which brands are growing market share in your category?
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.17
How do you identify culture in yourbusiness?
Brand equity studies
Brand health analysis
Brand tracking
Brand value regression
Consumer segmentation
Customer satisfaction
Ethnography
Forecast planning
Marketing mix modeling
ROI analysis
Usage & Attitudes studies
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.18
Where can you use culture insights most?
Idea Product Manufacture Retail Communication Target
culture
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.19
TM
Thank you.
Lee “Chappy” Chapman, Principal
www.crosscutadvisory.com
© 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.
Global Strategic Leadership Experience
© 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.20