5 Tenets of Success in the Connected Age

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Background

Today’s world is traditional.

digital. connected.

Communication trends are

the natural predispositions of

the digital native.

Always on. Always connected.

Always adopting…

New behaviors,

New expectations,

New technologies.

There is no advertising or marketing.

There is only brand building.

5 Tenets of Success in the Connected Age

Results over activity.

The digital age was a horse race.

Most brands tried to keep up.

This generated a ton of activity.

As a result, the connected world is a

fragmented landscape…

For us,

for our businesses

and for our brands.

RESULTS OVER ACTIVITY

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It’s time to reign it all in.

Without a strategy, a goal is just a wish.

Brands are engaged in brand building throughout more channels and across more technologies inside, and outside, the organization than ever before. Work streams cross organizational boundaries, product and service segments and customer personas. Resources are scattered and spread thin. You can’t fight every battle in the connected world. Picking calculated investment is paramount. The difference between picking and choosing starts with having a specific, desired outcome in mind. Many organizations have a strategic plan focused on vision and long-term outcomes, but most marketing and communications teams lack an actionable plan to guide tactical execution. Having a clear and measurable strategic plan that informs tactical execution is how you prioritize results over activity.

©2014 PHENOMBLUE LLC.

Creative from strategy.

Every piece of a strategy

should be measurable.

And as a result,

creative should move the needle.

CREATIVE FROM STRATEGY

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Operate beyond briefs.

Nothing comes from nothing.

It’s never been easier to create, and there have never been more places for creations to live. While this may seem like a license to do everything, it’s never been more important to do the right thing. By definition, creative is a tactic. Tactical execution is the last step in the process of successfully achieving a strategy. Most well executed, connected, tactical efforts fail to provide results because the activities fail to address a clear strategic measurement. Unlike the digital age, talent and ideas can no longer overcome the inevitable fate of poorly strategized tactics. Having a clear and measurable strategic plan that informs tactical execution is how you ensure creative from strategy.

©2014 PHENOMBLUE LLC.

Centralized communication.

Who owns the brand?

CENTRALIZED COMMUNICATION

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Have the authority to say “no.”

Because everyone is an expert.

The ability to negotiate, communicate, influence and persuade others to do things is indispensable in the effort of brand building in the connected age. Whether your leadership approach is by person or by committee, a clear and measurable strategy unifies efforts and desired outcomes, making decisions quick and efficient, while removing bias or alternative agendas. The modern business environment is an empowering environment, and people all over the organization will have the opportunity to influence customers. Centralized communications ensure everyone is properly motivated, aligned and confident in action. It’s crucial that every organization has a centrally defined strategic plan that enables the organization to focus tactically on moving measurements tied to clear goals.

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Focused innovation.

The connected world is defined by

innovation and new experiences.

Real innovation comes from

understanding real value.

FOCUSED INNOVATION

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Initiate change.

Create an environment where ideas connect.

Brand building takes transformative ideas that challenge typical thinking, and creates new perceived value with stakeholders. That means everyone is thinking about how to create new opportunities for the brand. It’s critical to align teams with clearly defined, desired outcomes to ensure a healthy innovative culture. The connected age has created an environment of hyper interaction patterns, where feedback is real-time and the expectation of instantaneous gratification is the norm. Our organizations are full of people wanting to be heard, who want to contribute, who want to add value. With a clearly defined strategy, ideas self-identify as aligned, or not, before they are surfaced. Right ideas are brought forward more often and with confidence.

©2014 PHENOMBLUE LLC.

Execution is table stakes.

Modern advertising began in the ‘20s.

The digital age started 15 years ago.

If your focus is execution,

it’s in the wrong place.

EXECUTION IS TABLE STAKES

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Anything is possible.

Everybody knows somebody.

There are literally tens of millions of people around the world that can make things happen. Branding. Campaigns. Websites. Apps. Media buys. You name it. Dive a few layers deep in your network and you’ll find the great ones. Regardless, brands struggle every day in the connected world. Brands, big and small, fail to plan at a strategic level blinded by the perceived lack of activity in the near term. They throw money at tactical ideas and partners that claim to deliver the silver bullet. Today, a savvy leader knows there is no silver bullet, and that how and why you execute is just as important as the execution itself. There will always be someone that can create whatever tactical experience you can dream up. Having a clear and measurable strategic plan that informs tactics is how brands successfully execute in the connected age.

©2014 PHENOMBLUE LLC.

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