Smart Brands in the Age of Hyper-Connectivity

TIM LEBERECHT

Smart brands

“Hyper-connectivity is the single most important trend in the world today.“ Thomas Friedman

Smart systems

Sensing Real-time feedback Constant adaptation Self-organization

Hyper-connectivity creates hyper-disruption as industry boundaries blur, partners become competitors and vice versa, and ecosystems emerge as the critical advantage.

Logo mashups by Mario Amaya

Brand.com -> search “brand” on Google -> Facebook.com/brand -> Twitter.com/brand -> brand app -> SMART BRAND

Debunking 5 marketing myths

Myth#1: Strategy

“Plan well. Have a strategy. And then the moment you hit the ground, forget about it.”

Speed

Black Swans

Smart marketers have absolutely no plan.

Super-flexibility

Adaptation

Jugaad

Photo: Sanjeev Shankar

Anonymous

Microsoft KINECT

Ready to be hacked

Microsoft KINECT

Ready to be hacked

Marketing Hardware Marketing Software Brand architecture Live brands

Messages Conversations

Sales brochures Endorsements

Feature lists Expertise

Destination sites Distributed/social web

Tradeshows Community gatherings

Trademarks Goodwill

Push Pull

Packaging Revelations

Out-of-the-box Insights

Status Experience

Point-of-sale Point-of-views

Closed Open-source

Look and feel Interaction

Direct mailing Connections

Billboards/ads Customer service

Print collateral Apps

………. ……….

Myth#2: Control

The loss thereof…

http://www.youtube.com/watch?v=5YGc4zOqozo

“In the old days, brands wanted everybody to pay

attention to them. Now brands need to pay

attention to everybody else.” - Umair Haque

Everyone can see everything What you do affects everyone Everyone can share with anyone what you do and how you do it

Emergence or the permanent crisis

“There is a crack, a crack in everything. That's how the light gets in.” Leonard Cohen

The more control you give up, the more influence you gain.

Microsoft KINECT

Ready to be hacked

What are the programs and tools you use to activate connections and unlock their value? - Account marketing - VIP customers - Strategic partnerships

Thought leadership - Publishing - High-touch events - Social media - PR

- Revenue contribution - Direct/indirect lead funnel

contribution - Extension/diversification

of portfolio - Brand recognition, loyalty,

and goodwill

What are the dormant or active networks that matter? And which are strong/weak ties? - Customer network - Influencer or decision-maker

networks - Conference networks - School (alumni) networks - Media community - Analyst community - Investor community - Alumni network - Employee networks

Activating valuable connections

- Customer database - Access to knowledge and experts - Growth of VIP customer network - Customer satisfaction - Marketing value-add for customers - Employee satisfaction and engagement

How do you qualify and quantify the value you create?

Activating

Connections

Valuable

Complexity

Co-create

Complexity

Complexity

Create the story

“Create more value than you capture.” Tim O’Reilly

The more control you give up, the more influence you gain.

Complexity

Democratic exclusivity

Only 48 seats

Adaptive Transparent Open Micro

Conversations instead of messages

Feedback = creation

Permanent beta

Easy to join

Easy to co-create/hack

Easy to share

Content

Distribution

Timing

The more you share, the more you

will receive

Everything is visible to everyone

Authenticity

Myth #3: Consistency

Myth #3: Consistency

Change the message, constantly

Unpredictability is the new consistency

Random acts of kindness

Serendipity

Anticipation

Disruption

Photo: Natsumi Hayashi

Myth #4: Data

Big Data Data is exploding, growing in exponential proportions.

Data deluge

People are living, breathing, feeling, adaptable beings. Is your brand?

Social intelligence

Social intelligence

Distributed presence

Myth #5: Excellence

From excellence to significance.

The desire to connect

PRODUCT/SERVICE [Scarcity]

COMMUNITY [Sociality]

PURPOSE [Transcendence]

MARKETING = THE MEANING OFFICE

Real-time conversations Micro-content

Open collaboration

Internal brandholders

External brandholders

Proprietary & Confidential. ©Aricent Group 2011 60

SMALL Micro Customizable Relevant Actionable Eye-to-eye Direct Instant Accessible Sharable Atomized

SOCIAL Connecting Community Belonging Identity Like-minded Affinity New people Status Compassion Fun Love Friendship Hobbies Fans

PROVOCATIVE Making you think Disruption Divergence Deconstruction Surprise Shock Unexpected Unlikely Challenging status quo Unique Attention-grabbing Different In your face

RESPONSIBLE Doing good Political Socially responsible Eco-friendly Ethical Human rights Values Family Nation Common Good Earth

Marketing with Meaning DRAMATIC

Making sense Cohesion Convergence Morale Consistency Imagination Entertainment Cultural relevance Characters Suspense Comedy Tragedy Identification

CONVERSATIONAL Listening Empathy Adaptive Changing messages Two-way Let go of control Open Respect Flow Topical Point-of-view

Being Wrong = Seeing the world as it is not

See the world as it is not

Everyone can see everything What you do affects everyone Everyone can share with anyone what you do and how you do it

“The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and liberal arts, to be able to get the best of both.” Steve Jobs

“Our world is being dramatically reshaped. The rules of the past no longer apply. In the 21st century, it's no longer what you do that matters most but how you do it.” Dov Seidman

“Our world is being dramatically reshaped. The rules of the past no longer apply. In the 21st century, it's no longer what you do that matters most but how you do it.” DoSeidman

Culture

1) Deliver WOW Through Service 2) Embrace and Drive Change 3) Create Fun and A Little Weirdness 4) Be Adventurous, Creative, and Open-Minded 5) Pursue Growth and Learning 6) Build Open and Honest Relationships With Communication 7) Build a Positive Team and Family Spirit 8) Do More With Less 9) Be Passionate and Determined 10) Be Humble

Culture

- Open door office policy - Publication of financial results unusual for a private company - Meetings open to the public and phone numbers and video conference URLs posted on their wiki - Public road map: Future tech direction of company easily accessible on wiki

Happiness

Happiness

Happiness

Traditional brands Smart brands

Strategy Beliefs

Plan Action

Process Principles

Annual/quarterly horizon Daily adaptation

ROI Meaning

Control Permanent crisis

Consistency Serendipity

Big Data Big Intuition

Fast turn-around Real-time

Centralized knowledge Decentralized knowledge

Command and coordination Empowerment and networks

Go-to-market Distributed presence

Message Content

Smart brands

“Managerial capitalism asks everyone to leave randomness at home and come to work as a hard-headed pragmatist, a heat-seeking problem solver. But managing, creating, and delivering randomness means living with variation. It means asking people to get in touch with their differences instead of asking them, as we usually do, to converge on a shared facsimile of selfhood.” Grant McCracken – Chief Culture Officer

“What’s interesting about you is you.” – Alonzo King

@timleberecht tim.leberecht@frogdesign.com

Happiness