cuddle360 strat credentials deck

8/11/2019 Cuddle360 Strat Credentials Deck

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TOD YS CONSUMER

The Cultural Revolution of the Behavior, Needs, Wants and Desires of the NewFrugal Consumer Emerging from the Greatest Recession Since the GreatestRecession


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One group is made up of those who have lost their jobs andare downwardly mobile.

Those in the second group are not at immediate risk of losingtheir jobs, but they have friends or family who are out of work.

A third group is relatively untouched by the downturn butnonetheless , this group is also cutting back becauseengaging in conspicuous consumption seems like badmanners when so many other people are suffering.

The psychological reaction to the financialmeltdown can be segmented somewhat by threeconsumer groups now, divided not by incomelevels, but by income reality.


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Parents and families are shifting to a new value systemwhere keeping up with the Joneses is out and teachingthe kids about responsible spending is in.

We are back to simpler times, but at the end, thependulum will settle somewhere in the middle.

As a result of cutbacks in the family budget "wehave redefined what's truly meaningful in our

lives.


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Consumers will learn to become more frugal and are likely tocarry those skills over once the economy recovers.

They realized they were wasting money on higher-priced goodsand services when less expensive alternatives were availablewith little real trade-off in quality or satisfaction.

The "crazy mindset" is over and shoppers are only willing to payfor what they absolutely need or for those items that presentextraordinary value.

People will realize that seeking value is beingsmart.


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Becomes most relevant in times of uncertainty

Its where we feel safe, in control.

Presents us with new opportunities: To focus on experiences over materialism To indulge our hobbies and interests in more intimate, cost-

effective ways To reconnect with friends and family

Its still about simplicity and indulgence (just in a different form).

The new role of the home:Redefining how we live in recessionary times


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The recession will end, but looking inward andstreamlining are likely here for some time

What we're seeing is a pretty dramatic shift in how people are

thinking about money and finances and needs versus wants

Tough times remind us that products exist to solve problems,and products that are solution-centric stand a much better

chance of survival (and success)

Its about recalibrating our business to focus on how we canmake consumers lives better

The New Home Opportunity


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WE RE T CULTUR L JUNCTURE

A Transition in Social Consciousness of Historical Scale


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Theres been too much of sameness, cloned, duplicated,replicated imagery.

Too much of everything.

Wealth has been the ultimate goal, as the measure of wherepeople belonged, as the measure of success.

Todays consumer is realizing that these symbols are shallowand dont provide meaning nor happiness; rather they feedinsecurity and alienation.

Why The Shift


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In the last 50 years we have more than doubled ourwealth and we are not happier for it; at the same timerates of depression are 10 times of what they used to be.

Modern life is making us feel more alone and alienated.

We are learning that in our abundant world we have a lot of

everything except what we really crave for.

We are hungry for real meaning and community.

Why The Shift


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We are shifting from Materialistic Values towards PostMaterialistic Values emphasizing self expression and thequality of life.

A transition from Material Want to Meaning Want

A Transition in Social Consciousness of Historical Scale


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THE RISE OF THE CONSCIOUS BRAND


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The new brand relationship will be about meaning, collaboration,purpose.

Respects its customers Acts like a good friend honest, credible, fun, human. Fosters real community and a two way collaboration.

Makes a genuinely good products or service no smokes andmirrors.

Has an authentic story that gives meaning to its customerlives.

Gives them something to believe in, fall in love with, and

want to be part of.

The Conscious Brand


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The new Conscious Brand core values are: Community Collaboration Empathy Co-Creation Real Story Meaning

The Conscious Brand


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We Believe In Building Relationships


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Projects are the door openers for assignments.

Collective work delivers a successful assignments. Successful assignments build relationships.

That a Client is a human being with challenges, wants

and desires. The satisfying of these needs build a trusted and prosperous

relationship.

Professional


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That Integration promotes the relationship, the reliability andthe trust between our Brand and our Target.

That we want our brands to belong to our customers innercircles. In order to belong to The Inner Circle, a Brand needs to be trusted

and respected as a friend. It needs to have a personality and a system of beliefs. The human nature is to be social, to have relationships.

That a wannabe brand will never be. That a brand without an integrated and consistent essence and

personality is a schizophrenia. A relationship with a schizophrenic brand is never a consistent and

reliable relationship.

Branding


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That society as consumers has and is experiencing profoundand unexpected changes that will forever mark a historical

point in time in how brands and consumer relate.

That the consumer and brand relationship is no longer aboutconsumption; is about trusted and dependable relationships.

That trusted and dependable consumer and brandrelationships are built through an integrated and consistentdelivery of a conversation.

Consumer


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Brand communication efforts are now brand and

consumer conversations. That brands and consumer relationships are built through thesame process that human relationships are built.

Getting to know is conversing. Conversing is trial. After trial and continue conversation we might discoveropenness and commonalities which help the brand become partof the consideration set products at decision time.

Evangelists


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That likeability leads to dating. Dating position us as the preferred brand in our segment.

That relevance, trust and reliability lead to engagement. No set of choices, just one, our brand.

That satisfying needs and desires consistently is the keyto a successful marriage. That being faithful and always there, no matter when and for

what you need me marriage converts consumer into brandevangelists.

Evangelists


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That the consumer will always want more but also, thattodays consumer will not go for more than what he can

really have.

That todays consumer rather look smart than

pretentious.

That we are moving as a society from image iseverything to frugal is the new black.

We believe


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OUR ESSENCE


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The What we Believe In

The Juncture The Touch Points The Cuddle

The 360


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The Relevant Juncture function is to define is deliveringa relevant insight so it can be delivered at the right timethrough the different relationship contact points between

the brand and the target.

The Relevant mission is to understand that people and societyare living in constant motion, in constant evolution. Because ofthis reality, so does the personal desires and needs evolve.

The Juncture mission is to identify the key insight at the specificrelationship contact point between the target and our brand.

Relevant Juncture


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The key to the Relevant Juncture is the TCR Insight(Time of Contact Point + Relevance of Contact Point =Trusted Relationship Contact Point).

The brands target might be clearly defined but the TCRInsight at a specific relationship contact moment is mostprobably different.

The TCR Insight for our target watching TV most probably isvery different from the same person doing the shopping, or thatperson spending personal time with friends at a social site.

TCR Insight


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The 36 promise

Souurce: Millward Brown

September 2008


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The promise of 360 communications is significant butelusive. While the economic power of a great brand idea projected

through a coherent voice across channels seems to be beyonddebate, much work remains if the promise of 360communications is to be brought to fruition.

It is vital that marketers grasp this nettle now before the pace ofchange turns the task into one of gargantuan proportions.

Getting Serious about 360


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One of the biggest challenges impeding progress towardthis goal is the need to manage an increasing andmorphing number of specialists.

These experts are necessary in todays increasingly complexworld, but marketers need considerably stronger mechanisms forgetting the most value from them.

We believe that the promise of 360 communications will berealized most fully by those brand companies that truly takeownership of the responsibility.



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Companies that combine a comprehensiveunderstanding of their consumers with detailed

information on their marketing investments will setthemselves up for a profitable future when they elect tooversee the critical task of 360 communications.

And they must do this now, before life gets any morecomplicated.



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The central premise of 360 communications is that allbrand contacts matter and should be consideredholistically when spending marketing money. Given that there is only so much budget to go around, it is only

natural that individual specialists will focus on maximizing theirpart of the communications mix.

So who is looking across the big picture?

And who is in the best position to decide if the brand will bebetter served by redistributing the media budget or addressingan issue through PR or customer communication?

The Importance of 360 Communications Control


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Holistic planning and control are necessary to ensurethat all parties are working together, not operating insilos Organizationally, the solution seems to be a central 360

communications management function where the agendas ofindividual silos are suspended and the central brand concern cost-effective brand building comes first.

The Importance of 360 Communications Control


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The ultimate question with regard to communication issimply, Whats the best way to reach people? Next, those who manage 360 planning must serve as both

evangelists and policemen for the central communications idea,and should not be distracted from these roles by thecomplexities of working within one particular channel.

And those in charge of holistic brand communication must havea thorough understanding of consumers view of the brand.

Who Should Own 360 Communications Management?


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Holistic 360 communication is about creating a

connection with the consumer using the most cost-effective means possible; cost-effectiveness cannot beevaluated without knowledge of the fully allocated costper connection.

Who Should Own 360 Communications Management?


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Successful 360 communications put the consumer at theheart of all efforts, with a focus on obtaining a cost-effective consumer response. It is the consumer who is the real integrator of 360

communications, and only consumers can tell us or show us howit is all working that is, what all the different brand contacts aremaking them feel, think and do.

If you dont take all brand contacts into account when you areevaluating activities, you cannot accurately separate theinfluence of individual contacts, and you risk misreading realityand misdirecting spends.

360 Consumer Research Forces Integrationand Drives Efficiencies


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A STORY ABOUT FACING CHANGE IN

ADVERTISING TOLD IN QUOTES


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Cory Doctorow, Sci-Fi Author

Content isnt king. Conversation is king. If I sent y to a desert island and gave you the choice of takingyour friends or your movies, youd choose your

friends if you chose the movies, wed call you asociopath. Content is just something to talk about. Cory Doctorow, Sci-Fi Author


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Mitch Matthews, Marketing Chief, Microsoft

Finally media changed model: The old model wasinforming, persuading and reminding, the new modis demonstrating, involving and empowering.


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Lee Clow, Director of Media Arts, TBWA Worldwide

Everything a brand does that connects to the

consumer is media.


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Lisa Seward, Mod Communications

Stop interrupting what people are interested in.Become part of it: You used to use your budget to

buy an audience. Now you have to invent ideas toattract an audience.


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Robert DeSena, Director of Relationship Marketing, MARS USA

Why strive for engagement: Engagement has apsychological component, but it will manifestbehaviorally it will lead to an action.


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Seth Godin , Author of Meatball Sundae: Is Your Marketing out of Sync?

New Marketing isnt a single event or website or technology. New Marketing treats every interactionproduct, service and side effect as a form of media.


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TOD YS CLIENT ND GENCY DYN MICS


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AGENCY FROM SCRATCH

Re-creating the Creative Industry


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Brands are wonderful assets when they capture the essence

of a product, service, or event succinctly, meaningfully, andwith endurance over time.

Recent efforts to put a brand on Nigeria to attract tourists remind usof how easy it is slap a label on something and hope that its ugliercharacteristics will go away.

"Lipstick on a bulldog That is, making superficial cosmetic change in organizations

rather than looking at the real underlying problems.

The problem with putting lipstick on a bulldog is that it is hard towrestle the bulldog to the ground long enough to do it and thendoesn't change the nature of the beast.

Branding should start with an authenticity test

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