Post on 15-Jan-2015
description
BRAND DEVOLUTION / JARRED CINMANBRAND DEVOLUTION / JARRED CINMAN
Reference: Social Branding
BRAND DEVOLUTION - JARRED CINMAN2
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%BRANDS BANDS & FANSBRANDS BANDS & FANS
BRAND DEVOLUTION - JARRED CINMAN3
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
BRAND DEVOLUTION - JARRED CINMAN4
51 MILLION FANSON FACEBOOK
22 MILLION FOLLOWERS ON TWITTER
51 MILLION FANSON FACEBOOK
22 MILLION FOLLOWERS ON TWITTER
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%A BRAND IS NOT WHAT
YOU SAY IT ISA BRAND IS NOT WHAT
YOU SAY IT IS
BRAND DEVOLUTION - JARRED CINMAN5
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
IT’S WHAT THEY SAY IT IS
IT’S WHAT THEY SAY IT IS
BRAND DEVOLUTION - JARRED CINMAN6
Marty Neuimeier -The Brand Gap
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
BRAND DEVOLUTION - JARRED CINMAN7
INSERT VIDEO HERE
THE SUMMIT
THE SUMMIT
Reference: Consumer Participation
BRAND DEVOLUTION - JARRED CINMAN8
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
THE BIRTH OF A CULTTHE BIRTH OF A CULT
BRAND DEVOLUTION - JARRED CINMAN9
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%DEVOLVE OR DIEDEVOLVE OR DIE
BRAND DEVOLUTION - JARRED CINMAN10
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
PIONEERS OF CONSUMER
INVOLVEMENT
PIONEERS OF CONSUMER
INVOLVEMENTBRAND DEVOLUTION - JARRED CINMAN11
THE LEGO HISTORYTHE LEGO HISTORY
BRAND DEVOLUTION - JARRED CINMAN12
19321932
Wooden Blocks
Wooden Blocks
19491949
Coloured Plastic Blocks
Coloured Plastic Blocks
19981998
Launches MindstormLaunches Mindstorm
Starts Losing Money
Starts Losing Money
20032003
Sales Drop by 26%
Biggest loss in History
Sales Drop by 26%
Biggest loss in History
20042004
Lego Starts Listening
Lego Starts Listening
20082008
Sales up by 35%
Profitability all time high
Sales up by 35%
Profitability all time high
Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield
Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
LISTENOMICSLISTENOMICS
BRAND DEVOLUTION - JARRED CINMAN13
* Bob Garfield – Chaos Scenario
INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THIS SPACE 100%
LISTENOMICSLISTENOMICSThe art and science of cultivatingrelationships with individuals in a
connected, increasingly open-source environment.
BRAND DEVOLUTION - JARRED CINMAN14
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
BRAND DEVOLUTION - JARRED CINMAN15
INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THIS SPACE 100%
We were the biggest shouter in the 20th Century.
In the 21st Century we want to be the best listener.
BRAND DEVOLUTION - JARRED CINMAN16
PROCTER & GAMBLE
PROCTER & GAMBLE
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%THE HERD WILL
BE HEARDTHE HERD WILL
BE HEARD
BRAND DEVOLUTION - JARRED CINMAN17
* Bob Garfield – Chaos Scenario
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
LISTENING IS NOT PASSIVE. IT’S ACTIVE
LISTENING IS NOT PASSIVE. IT’S ACTIVE
BRAND DEVOLUTION - JARRED CINMAN18
WHEN LISTENING BECOMES ACTIVEWHEN LISTENING BECOMES ACTIVE
BRAND DEVOLUTION - JARRED CINMAN19
COMMAND & CONTROL
CLOSED OPEN
COLLABORATION
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
BRAND DEVOLUTION - JARRED CINMAN20
THE MOVE TOWARDS OPEN BRANDSTHE MOVE TOWARDS OPEN BRANDS
BRAND DEVOLUTION - JARRED CINMAN21
CLOSED BRANDWORLDVIEW
OPEN BRANDWORLDVIEW
ENGAGEMENT
TRANSPARENT COMMUNICATION
BRAND STEWARDSHIP
AWARENESS
SCRIPTED COMMUNICATION
BRAND CUSTODIANSHIP
CO-CREATED WITH CONSUMERSCREATED BY MARKETERS
DIALOGUEMONOLOGUE
22 BRAND DEVOLUTION - JARRED CINMAN
DEVOLUTIONDEVOLUTION
DEVOLUTIONDEVOLUTION
BRAND DEVOLUTION - JARRED CINMAN23
» Devolution is a methodology designed to help marketers adapt to the changing needs of their increasingly empowered consumers.
A DEFINITIONA DEFINITION
BRAND DEVOLUTION - JARRED CINMAN24
DEVOLUTIONDEVOLUTION
BRAND DEVOLUTION - JARRED CINMAN25
» In order to remain relevant, companies must find ways to devolve… to collaborate with consumers in building their brands
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
ALLOW CONSUMERS TO HOLD & MOLD YOUR
BRAND
ALLOW CONSUMERS TO HOLD & MOLD YOUR
BRANDBRAND DEVOLUTION - JARRED CINMAN26
USER-GENERATED BRAND MESSAGINGUSER-GENERATED BRAND MESSAGING
BRAND DEVOLUTION - JARRED CINMAN27
77% of YouTube, Twitter and Facebook listings that appeared on Google for brand searches were controlled by a party other than the marketer.
77%
23%
User-generatedMarketer-owned
Research Report from 360i
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
THE PROSUMERSTHE PROSUMERS
BRAND DEVOLUTION - JARRED CINMAN28
INSERT VIDEO HERE
NOKIANOISETTES
NOKIANOISETTES
Reference: consumer co-
creation
BRAND DEVOLUTION - JARRED CINMAN29
INSERT IMAGE IN BACKGROUND
MAKE SURE IT FILLS THIS SPACE 100%
JIM STENGELPROCTER &
GAMBLE
JIM STENGELPROCTER &
GAMBLEWhat we really need is a mindset
shift from “telling and selling” to building relationships.
BRAND DEVOLUTION - JARRED CINMAN30
THE EVOLUTION OF MARKETINGTHE EVOLUTION OF MARKETING
1900
FEATURES“WHAT IT HAS”
PRODUCT ADVERTISINGPRODUCT-CENTRIC
BRAND ADVERTISINGBRAND-CENTRIC
SOCIAL BRANDINGCONSUMER-CENTRIC
1925
BENEFITS“WHAT IT DOES”
1950
EXPERIENCE“WHAT YOU’LL FEEL”
2005
IDENTIFICATION“WHO YOU ARE”
BRAND DEVOLUTION - JARRED CINMAN31
INSERT VIDEO HERE
EOSPHOTOCHAI
NS
EOSPHOTOCHAI
NSReference: Social
Branding
BRAND DEVOLUTION - JARRED CINMAN32
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
EVOLUTION NOT REVOLUTION
EVOLUTION NOT REVOLUTION
BRAND DEVOLUTION - JARRED CINMAN33
DEVOLUTIONDEVOLUTION
BRAND DEVOLUTION - JARRED CINMAN34
» Devolution is a step-by-step approach to shifting from a brand-out to a consumer-in way of thinking
INSIDE OUT
THE DEVOLUTION METHODOLOGYTHE DEVOLUTION METHODOLOGY
BRAND DEVOLUTION - JARRED CINMAN35
INSIDE OUT
THE DEVOLUTION METHODOLOGYTHE DEVOLUTION METHODOLOGY
BRAND DEVOLUTION - JARRED CINMAN36
OUTSIDE IN
THE DEVOLUTION METHODOLOGYTHE DEVOLUTION METHODOLOGY
INSIGHT
BRAND DEVOLUTION - JARRED CINMAN37
INSIDE OUT OUTSIDE IN
THE DEVOLUTION METHODOLOGYTHE DEVOLUTION METHODOLOGY
STRATEGY
BRAND DEVOLUTION - JARRED CINMAN38
INSIGHT
INSIDE OUT OUTSIDE IN
THE DEVOLUTION METHODOLOGYTHE DEVOLUTION METHODOLOGY
BRAND DEVOLUTION - JARRED CINMAN39
STRATEGY INSIGHT
INSIDE OUT OUTSIDE IN
CONCEPT
THE DEVOLUTION METHODOLOGYTHE DEVOLUTION METHODOLOGY
CONTEXT
BRAND DEVOLUTION - JARRED CINMAN40
STRATEGY INSIGHT
INSIDE OUT OUTSIDE IN
CONCEPT
THE DEVOLUTION METHODOLOGYTHE DEVOLUTION METHODOLOGY
BRAND DEVOLUTION - JARRED CINMAN41
CONTEXT
STRATEGY INSIGHT
INSIDE OUT OUTSIDE IN
CONCEPT
COLLABORATION
BRAND DEVOLUTION - JARRED CINMAN49
THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRANDTHE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRANDTHE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
BRAND DEVOLUTION - JARRED CINMAN50
INSIDE OUTHOW DO YOU VIEW YOUR
BRAND?
BRAND DEVOLUTION - JARRED CINMAN51
OUTSIDE INHOW DO CONSUMERS VIEW
YOUR BRAND?
INSIDE OUTHOW DO YOU VIEW YOUR
BRAND?
THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRANDTHE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
BRAND DEVOLUTION - JARRED CINMAN52
OUTSIDE INHOW DO CONSUMERS VIEW
YOUR BRAND?
INSIGHTDEFINE THE GAP BETWEEN
INTENTION & REALITY
INSIDE OUTHOW DO YOU VIEW YOUR
BRAND?
THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRANDTHE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
BRAND DEVOLUTION - JARRED CINMAN53
OUTSIDE INHOW DO CONSUMERS VIEW
YOUR BRAND?
INSIGHTDEFINE THE GAP BETWEEN
INTENTION & REALITY
INSIDE OUTHOW DO YOU VIEW YOUR
BRAND?
STRATEGYDEVELOP A “DEVOLVED”
STRATEGY TO BRIDGE THE GAP
THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRANDTHE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
THE CONSUMER AT THE CENTER OF YOUR
BRAND
THE CONSUMER AT THE CENTER OF YOUR
BRAND
BRAND DEVOLUTION - JARRED CINMAN54
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
BRAND DEVOLUTION - JARRED CINMAN55
BRAND DEVOLUTION - JARRED CINMAN56
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%
DEVOLVEDEVOLVEBRAND DEVOLUTION - JARRED CINMAN57
58 BRAND DEVOLUTION - JARRED CINMAN
Q&AQ&A
THANK YOUTHANK YOU