E-Diligence

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





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%A BRAND IS NOT WHAT

YOU SAY IT ISA BRAND IS NOT WHAT

YOU SAY IT IS




IT’S WHAT THEY SAY IT IS

IT’S WHAT THEY SAY IT IS


Marty Neuimeier -The Brand Gap

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THE SUMMIT

THE SUMMIT

Reference: Consumer Participation




THE BIRTH OF A CULTTHE BIRTH OF A CULT



INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%DEVOLVE OR DIEDEVOLVE OR DIE




PIONEERS OF CONSUMER

INVOLVEMENT

PIONEERS OF CONSUMER

INVOLVEMENTBRAND DEVOLUTION - JARRED CINMAN11

THE LEGO HISTORYTHE LEGO HISTORY


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



LISTENOMICSLISTENOMICS


* Bob Garfield – Chaos Scenario

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MAKE SURE IT FILLS THIS SPACE 100%

LISTENOMICSLISTENOMICSThe art and science of cultivatingrelationships with individuals in a

connected, increasingly open-source environment.




We were the biggest shouter in the 20th Century.

In the 21st Century we want to be the best listener.


PROCTER & GAMBLE

PROCTER & GAMBLE


INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%THE HERD WILL

BE HEARDTHE HERD WILL

BE HEARD


* Bob Garfield – Chaos Scenario



LISTENING IS NOT PASSIVE. IT’S ACTIVE

LISTENING IS NOT PASSIVE. IT’S ACTIVE


WHEN LISTENING BECOMES ACTIVEWHEN LISTENING BECOMES ACTIVE


COMMAND & CONTROL

CLOSED OPEN

COLLABORATION

THE MOVE TOWARDS OPEN BRANDSTHE MOVE TOWARDS OPEN BRANDS


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



» Devolution is a methodology designed to help marketers adapt to the changing needs of their increasingly empowered consumers.

A DEFINITIONA DEFINITION




» In order to remain relevant, companies must find ways to devolve… to collaborate with consumers in building their brands



ALLOW CONSUMERS TO HOLD & MOLD YOUR

BRAND

ALLOW CONSUMERS TO HOLD & MOLD YOUR

BRANDBRAND DEVOLUTION - JARRED CINMAN26

USER-GENERATED BRAND MESSAGINGUSER-GENERATED BRAND MESSAGING


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



THE PROSUMERSTHE PROSUMERS


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NOKIANOISETTES

NOKIANOISETTES

Reference: consumer co-

creation




JIM STENGELPROCTER &

GAMBLE

JIM STENGELPROCTER &

GAMBLEWhat we really need is a mindset

shift from “telling and selling” to building relationships.


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”


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EOSPHOTOCHAI

NS

EOSPHOTOCHAI

NSReference: Social

Branding




EVOLUTION NOT REVOLUTION

EVOLUTION NOT REVOLUTION




» 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


INSIDE OUT



OUTSIDE IN


INSIGHT


INSIDE OUT OUTSIDE IN


STRATEGY


INSIGHT




STRATEGY INSIGHT


CONCEPT


CONTEXT


STRATEGY INSIGHT


CONCEPT



CONTEXT

STRATEGY INSIGHT


CONCEPT

COLLABORATION


THE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRANDTHE DEVOLUTION METHODOLOGY – APPLIED TO YOUR BRAND



INSIDE OUTHOW DO YOU VIEW YOUR

BRAND?


OUTSIDE INHOW DO CONSUMERS VIEW

YOUR BRAND?


BRAND?




YOUR BRAND?

INSIGHTDEFINE THE GAP BETWEEN

INTENTION & REALITY


BRAND?




YOUR BRAND?

INSIGHTDEFINE THE GAP BETWEEN

INTENTION & REALITY


BRAND?

STRATEGYDEVELOP A “DEVOLVED”

STRATEGY TO BRIDGE THE GAP




THE CONSUMER AT THE CENTER OF YOUR

BRAND

THE CONSUMER AT THE CENTER OF YOUR

BRAND




DEVOLVEDEVOLVEBRAND DEVOLUTION - JARRED CINMAN57

58 BRAND DEVOLUTION - JARRED CINMAN

Q&AQ&A

THANK YOUTHANK YOU

E-Diligence

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