Marketing Innovation for Brands in the Digital Age-Chris Reitermann,
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Transcript of Marketing Innovation for Brands in the Digital Age-Chris Reitermann,
SOME BIG SHIFTS
PRODUCT CENTRIC
FROM:
TO:
PAID, OWNED, EARNED
INTERRUPTION
BRANDS WITH PURPOSE
DYNAMIC CONTENT MADE MEDIA
AN IDEAL IS A BELIEF SYSTEM THAT DRIVES EVERYTHING THAT A BRAND DOES. WHERE EMPLOYEES, CUSTOMERS AND SUPPLIERS ALL BECOME BRAND EVANGELISTS. IF WE ARE ABLE TO BUILD BIG IDEAS AROUND A BIG IDEAL, THE BRAND BECOMES AN UNSTOPPABLE FORCE.
CULTURAL TENSION
There’s enough bad news to give people a negative outlook on life if they let
it get to them.
BRAND’S BEST SELF Coca-Cola is great because it can enhance the mood of the world.
The
Big ideaL
‘Coca-Coca believes the world would be a better place if we saw the glass as half-full, not half-empty’
“DOVE BELIEVES THE WORLD WOULD BE A BETTER PLACE IF WOMEN WERE ALLOWED TO FEEL GOOD ABOUT THEMSELVES.”
MOMO WU –
SNACK PROMOTER
CHEN XIAO–
DRINKS PROMOTER
KE ZHEN DONG –
BURGER PROMOTER ZHANG LIANG –
RICE PROMOTER
MAGNETIC
TO: BRANDS WITH A PURPOSE DYNAMIC CONTENT MADE MEDIA
BIG SHIFTS = BIG OPPORTUNITIES
FROM: FROM BRANDS THAT SELL INTERRUPTION PAID, OWNED, EARNED