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This presentation provides an introduction to the shift from the old marketing paradygm to the new one
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Old versus new marketing
How to become the purple cow in post-advertising marketing?
At this moment, the marketing industry is on the edge of a big shift
You should know, because if developing sustainable innovation, you better leapfrog, and start from the new practice
Theoldrulewas:
Createsafe,ordinary
productsandcombine
themwith
massmarke7ng
The new rule is:
Create truly innovative products, and build the marketing right into it
The offer and the message become one again
Messaging Experience Oldbrandingparadigm Newbrandingparadigm
Branding?
• Promising• Messaging
• Sta7ccampaigns• Passiveaudience• Idealis7cImage• Consistentstyle• Top‐down• Illusion
• Demonstra7ng• Experience• Evolvingexperience• Ac7vepar7cipants• Truecollabora7vemission• Diversityofinnova7on• BoHom‐up
• Authen7city
Old Marketing New Marketing
Buying attention
Being Interesting
Reach Message Repeat
Connect Engage Empower
Ok, but what about changing behaviour? Not selling…
Engage “involve people and their community”
Exemplify“lead by example”
Enable “provide the right instruments”
Encourage “make the outcome
a9rac:ve”
4E’s
Tomo7vateforChange
PeterTomJones,TerraIncognita,Effec7evestrategieënvoor
gedragsverandering
Engage Exemplify
Enable Testedandapprovedbychangeevangelists…
Encourage
Downtalking Uptalking
Connectwithalargersocietaltendency
Connectwithpeoplewhobenefit
spreading
Designorprogramaunique
performance
Developpromise
Campaignwithafakenarra7ve
Repeatasmuchaspossible
The marketing is part of the design: every use is a live demonstration in the right context, and is in sync with an increasing demand for smart mobility ideas.
On top of that: it looks expensive (social status). So you don’t have to feel fallen down from the social ladder anymore when arriving by bike
Brompton = the purple cow of bikes
Adver7singtoday=thosethingsthatreallyhappen
REALVERSUSFAKE
Thesedays,brandsarenotitsadver7singidea’s,baselinesorlogos.Itaresimplythesumsofthegreatidea’sthatbuildthatbrand.
ABRAND=ACLUSTEROFCULTURALIDEA’SWITHANINTENTION
Personal Immediate Per4san Official
Newtraditons Habits Spectacular Leadership Organiza7on
Trustsystem Cogni7ve Apprecia7on Faith Atlas
Time Play Now Nostalgia Calendar
Herdins4ncts Ini7a7on Crowds Clans Crazes
Connec4ng Co‐author Socializing Coopera7ve Local
Luxury Concierge Plenty Exclusive Exo7c
Provoca4ve Ero7c Cathar7c Scandal Radical
Control Personalized Cockpit Compe77on Grading
CREATIVITY=BLENDINGTHESECULTURALCOMPONENTSANDCREATESOMETHINGNEW
Asbrandsareclustersofculturalidea’s,youcandepictthemasmolecules
Run London
Just do it
Nike Plus
Nike Free
Nike ID
Nike Considered
Tiger Woods
Brazilian Soccer team
Jordan
Nike BIZ
Products Brand Company
MTV
Brand belief
Product Experience Company
trust
1. Leadership idea:
Solar Guru Media, seminars,
workshops
5. Atlas idea:
Simulation online
6. NOW idea:
Installation + loan package
2. Co-operative
idea: Certify consultants As BPS troopers
3. Faith-idea:
Collect all knowledge and research on renewables on one single platform
4. Craze-idea:
Did-you-know movie with thought-provoking
statistics and possibilities of solar
8. Clan-idea:
Blue Planet Community Advantages
Member-gets-member
7. Cockpit idea:
Realtime reporting
9. Crowd-idea:
Be present on crowdy manifestations and
demonstrate solar in action
10. Spectacular
idea: Get an iconic
client and harvest PR
THEBRANDMOLECULEOFONEOFMYCLIENTSINTHESOLARINDUSTRY
Cutoutandkeep
“Old versus new marketing” • Promising• Messaging
• Sta7ccampaigns• Passiveaudience• Idealis7cImage• Consistentstyle• Top‐down• Illusion
• Demonstra7ng• Experience• Evolvingexperience• Ac7vepar7cipants• Truecollabora7vemission• Diversityofinnova7on• BoHom‐up
• Authen7city
Thanks for your attention! www.trinity-planning.be