ClientSummit2010_JohanJervoe(Intel)
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Johan Jervøe Vice President, Sales and Marketing Group The Power of Building a New Realit
description
Johan Jervoe spoke at the Razorfish Client Summit about how Intel constantly pushes the envelope with its use of digital technology to not only build its brand but change the way we think about Intel products. For instance, the newly launched Intel Core Experience creates an experience that helps consumers understand why a processor is central to the purchase of a better computing device.
Transcript of ClientSummit2010_JohanJervoe(Intel)
Johan Jervøe Vice President, Sales and Marketing Group
The Power of Building a New Reality
Agenda
• Its all a new world – really?
• What I believe in…
– Role of Brand
– Role of Marketing
– Role of the Organization (Company and Agency)
• An example
• Discussion
It’s a new world – really?
Fragmentation & Choice
Civic Generation
Event Influenced
Re-Defined Women’s Role
Cause Greater than Self
Confident & Optimistic
Connectedness
Traditional Gender Roles
Family Oriented
Stability
Optimistic
Difference Makers
A Look at the Consumer Landscape
GI Generation (84+)
Baby Boomers (44-63)
Being Overprotective & Sheltering
First Soccer Moms
Elevated Sense of Style
Shopping = Family Hero
Nostalgic
Will pay more for things she valued
Village Approach to Parenting
Status Driven
Squeezing in Quality Time
Figuring Out Balance
Challenges and Rewards Herself
Gen X(27-43)
Balance
Overprotective
Not Setting Down
Higher Standard of Family Values
Value is Important
Feels Responsible for Child’s Happiness
Results-oriented
Immediate Gratification
Latest and Greatest
More Single Mom inthis Group
Entitled to Flexibility
Gen Y(<26)
Integration
Optimistic
Difference Makers
Event Influenced
Nostalgic
Cause Greater than Self
Media Multitaskers
Connectedness
Philanthropic
Family Oriented
Civic Generation
CONNECTION
SELF EXPRESSION
ENTERTAINMENT COMMERCE
KNOWLEDGE
TOWNSQUARE
CONNECTION
SELF EXPRESSION
ENTERTAINMENT COMMERCE
KNOWLEDGE
TOWNSQUARE
TOWNSQUARE
SELF EXPRESSION
CONNECTION
KNOWLEDGE
ENTERTAINMENT COMMERCE
Availability of Processing Power Everywhere
Broadband & Access
Democratization of Content Creation & Influence
New to the Game: 3 Revolutionizing Developments
Bigger Impact
Fragmentation & Choice
What does that mean for Role of Brands and Marketing?
Brand Behavior
Higher order
Benefit of the consumer(navigate/help/entertain)
Rooted in the heritage
Build Brand andbuild Sales through Brand
Role of Marketing
Organizational Shift
ADVERTISING
SELLING
CAMPAIGN
SERVING
CONVERSATION
EXPERIENCE
Image of Marketing !?!
Military Teachers Lawyers Marketing & PR
Government0
10
20
30
40
50
60
70
80
90
84
65
23 1911
move the organization
raise the performance
drive the competitive advantage
The 3 Sisters & The 3 Twins
THE 3 SISTERS
1. Strategy2. Culture3. Structur
e
THE 3 SISTERS
1. Strategy2. Culture3. Structur
e
THE 3 TWINS
1. Consumer Intimacy2. Executional
Excellence3. Meaningful
Innovation
An example
Benefit of the consumer(navigate/help/entertain)
Concluding thoughts…
• Build Brand and Sales with the benefit of the consumer (navigate/help/entertain)
• Understand our consumer (and their insights)
• The lines between creation and consumption continue to blur
• The lines between ownership and usage continue to blur
Concluding thoughts …
• Do less things, better and deeper
• Show leadership, trust in your brand… and your agencies…
• Think big, start small, grow rapidly…
• …differentiation is as much about doing things differently as it is about doing different things…
Thank You.
Q&A
