« you only se e the stars in the dark… » winston churchill
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« You only see the stars in the dark… »
Winston Churchill
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Just saying « @#%§ the Crisis » won’t make it go away…!!!
The worse financial crisis in history…
Will get worse before it gets better…
There’s no denying it
Advertising NOT a global panacea
But, there are ways of dealing with it!
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Cost-cutting, a short-term « non-solution »
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Increasing vs Decreasinginvestments
Maintaining or even increasing investments costs no more, and results in:
Higher S.O.V. Higher S.O.H. Higher S.O.M.
This has been proven in previous crises
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Increasing vs Decreasing investments
« Save now, pay later »
Advertisers that disinvest in times of crisis have to spend much more afterwards
Times of crisis are also times of opportunity
Lots of documented proof
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Lots of documented proof*
« Is there a SilverLining to recession? (‘08) » « Advertising during Recession (‘99) » « Consumers in the downturn » (‘08) « Different approaches to recession marketing (‘08) » « Targetting changing consumer behaviour (‘08) » Etc…
*This intelligence, and more, is available to you …
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This is the word « Crisis », in Chinese…
opportunity
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« Crisis », in Chinese…
opportunity
Danger
Opportunity
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How to turn danger into opportunity???
(Cost-cutting is a short-term « non-solution »)
« The goal is not saving money, it’s making money »
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Turning danger into opportunity
What are the 3 most important words for marketers, in times of recession?
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The 3 most important words:
innovateinnovateinnovate
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The World's Top 5 Most Innovative Companies in 2008
# 1 Google# 2 Apple# 3 Facebook# 4 GE# 5 Ideo
See more on: http://www.fastcompany.com/magazine/123/the-worlds-most-innovative-companies.html
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Back from the brink
Remember when Nike was the only game in town, back in the 80’s?
Things couldn’t be worse for adidas…
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Well, things got much worse…
They were acquired by Bernard Tapie!
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Worse?
EuropeanCup Winners, 1993: Marseilles 1- Milan AC 0
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No much worse…!
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But luckily a saviour was not far…
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Adidas also needed to revive its soul…
\“Impossible is Nothing”
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“IMPOSSIBLE IS NOTHING“
“It’s our legacy, our mission and our challenge”
Erich Stamminger, CEO adidas
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Innovation
New productlines New stylists New agency New campaign to give direction
inside and outside the company.
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Innovating. Impossible vertical football
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GERMANY
World Cup 2006
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What Apple, adidas, GE and others share….
A passion for innovation!
In times of severe difficulty, they succeeded brilliantly…
In stormy times, they were safeharbours
They always ask « What if? », and « Why not? »
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What Apple, adidas, GE and others share….
They succeed in times of crisis by building relationships based on
TRUTHTRUST
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Lessons to be learned?
So instead of (just) cost-cutting
« What if » there’s never been a better time to stimulate creative thinking?
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Disruption…
guaranteedto help you generate
Innovative ideas!
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How Disruption works…
A simple 3-step process:
CONVENTION
DISRUPTION
VISION
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How Disruption works…
CONVENTION
Conventions are the “rules” that define the market limits today.
They are the accepted wisdom of conventional thinking.
Conventions are literally what keep us “in the box”.
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How Disruption works…
VISION
The Vision is a definition of what the new future for the brand could be.
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How Disruption works…
DISRUPTION
The Disruption is the idea that will accelerate our passage to the Vision, and stimulate growth.
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In a Nutshell
Conventional Marketing
Fights for incremental share of
market
Disruptive Marketing
Creates exponential share of the future
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Levels of Disruption
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NOW IS THE TIME!
There is never a more vital time than now!
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