sans repères seules restent les marques - lunch bmma - 15/09/2011
TRANSCRIPT
![Page 1: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/1.jpg)
LUNCH-DEBAT BMMASeptember 15th, 2011
1
Sans repèresSans repères
seules restent les marques seules restent les marques
![Page 2: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/2.jpg)
The society of distrust
2
![Page 3: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/3.jpg)
A FEELING OF BEING MANIPULATED
11BY THE BY THE INSTITUTIONSINSTITUTIONS
![Page 4: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/4.jpg)
A FEELING OF BEING MANIPULATED
22BY THE BY THE FINANCIAL WORLDFINANCIAL WORLD
![Page 5: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/5.jpg)
A FEELING OF BEING MANIPULATED
33BY THE BY THE BRANDSBRANDS
![Page 6: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/6.jpg)
6
So it is much more than So it is much more than a financial/economic crisisa financial/economic crisis
It is a crisis of valueIt is a crisis of value
![Page 7: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/7.jpg)
USA (800)4% 2% 5% 4%6% 12% 3% 4%
7% 4%
15%12%
12%
24%
18% 16%
44%
23%
TOTAL (2400) France (800) UK (800)
Une crise financière
Une crise du capitalisme
Une crise de société
Une crise moraleUne crise du pouvoir d’achatUne crise environnementale
37%
21%
56% 54%
6% 11%
« Pour vous, cette criseest-elle avant tout… ? »
Etude E
uroRS
CG
Juillet 09
CAPITALISM EVEN MORE A CAPITALISM EVEN MORE A CRISIS OF TODAY’S SOCIETYCRISIS OF TODAY’S SOCIETY
PEOPLE BELIEVE IT’S A CRISIS OF
![Page 8: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/8.jpg)
A CRISIS FOR WHICH:
ALL INSTITUTIONS ALL INSTITUTIONS ARE SEEN AS RESPONSIBLE ARE SEEN AS RESPONSIBLE
![Page 9: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/9.jpg)
THE CRISIS HAS CHANGED CITIZEN APPROACH TO
THEIR LIFE
A NEW APPROACH TO THEIR LIFE
![Page 10: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/10.jpg)
The consumer is changing
dramatically and fast
![Page 11: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/11.jpg)
11A HIGH SENSITIVITY TO A HIGH SENSITIVITY TO RISKRISK
![Page 12: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/12.jpg)
12
A HIGH SENSITIVITY TO RISK
Prosumers
46%I have become more worried
about not having enough money to retire on
global total=41%
Mainstream
40%
55/50 51/43 64/58 33/25 55/44 24/20 33/26
51 45 59 27 46 21 27
![Page 13: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/13.jpg)
13
CONSEQUENCE:
Reluctance to engage in long-term Reluctance to engage in long-term decisions decisions (What if I choose wrong?)(What if I choose wrong?)
Risk avoidance becomes the main Risk avoidance becomes the main driver of decisionsdriver of decisions
Shift in the Codes of TrustShift in the Codes of Trust
![Page 14: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/14.jpg)
14
WHO WOULD YOU TRUST?
![Page 15: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/15.jpg)
22CONSUMER CONSUMER DEPRESSION ECHOES DEPRESSION ECHOES SOCIETAL WOESSOCIETAL WOES
![Page 16: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/16.jpg)
16
![Page 17: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/17.jpg)
33CONSUMERS WANT CONSUMERS WANT CHANGE AND KNOW CHANGE AND KNOW THEY CAN COUNT ONLY THEY CAN COUNT ONLY ON THEMSELVESON THEMSELVES
![Page 18: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/18.jpg)
KNOW: The Emergence of the New Consumer
20
RECESSION IS AN OPPORTUNITY TO STEP BACK AND RETHINK
![Page 19: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/19.jpg)
21
Prosumers
62%I avoid shopping at stores
that don’t treat their employees fairly
global total=51%
Mainstream
49%
65/49 76/67 63/56 49/35 50/40 83/64 44/3152 69 57 38 41 68 34
Prosumers
75%As a consumer, I have a responsibility to censure unethical companies by avoiding their products
global total=65%
Mainstream
63%
79/64 82/75 79/73 67/47 65/52 93/80 61/4967 76 74 51 54 83 51
Prosumers
54%I am willing to pay a slightly higher price for socially or
environmentally responsible products
global total=45%
Mainstream
43%
48/35 70/60 60/52 41/28 46/33 87/75 36/2638 62 54 30 35 77 28
Prosumers
63%I am paying more attention than in
the past to the environmental and/or social impact of the
products I buy global total=54%
Mainstream
52%
68/51 66/60 77/62 49/35 55/50 84/69 44/3754 61 64 37 51 72 38
IT’S UP TO ME NOW TO MAKE CHANGE HAPPEN
![Page 20: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/20.jpg)
22
WILL CONSUMPTION BE THE NEW VOTING?
![Page 21: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/21.jpg)
23
1.1.A HIGH SENSITIVITY TO RISKA HIGH SENSITIVITY TO RISK
2.2. CONSUMER DEPRESSION ECHOES SOCIETAL WOESCONSUMER DEPRESSION ECHOES SOCIETAL WOES
3.3. CONSUMERS WANT CHANGE AND KNOW THEY CONSUMERS WANT CHANGE AND KNOW THEY
CAN COUNT ONLY ON THEMSELVESCAN COUNT ONLY ON THEMSELVES
THREE KEYSTO UNDERSTANDING THE
RELATIONSHIP BETWEEN CONSUMERS AND SOCIETY IN THE POST-CRISIS WORLD
![Page 22: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/22.jpg)
Consumption and brands are impacted
by the change
![Page 23: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/23.jpg)
25
THE NEW APPROACH TO CONCUMPTION
RREALEAL
RR IGHTSIZINGIGHTSIZING
RR ESPONSIBILITYESPONSIBILITY
RR ELATIONS ELATIONS
ᴙᴙ
![Page 24: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/24.jpg)
26
REALᴙᴙLOOKING FOR SUBSTANCE
More meaningMore meaning
More More substancesubstance
More purposeMore purpose
![Page 25: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/25.jpg)
27
REALᴙᴙ
SEEKING A RETURN TO SEEKING A RETURN TO “REAL”…“REAL”…
![Page 26: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/26.jpg)
28
REALᴙᴙ
… … AS SYMBOLIZED BY THE AS SYMBOLIZED BY THE SLOW FOOD AND SLOW TRAVEL SLOW FOOD AND SLOW TRAVEL MOVEMENTS MOVEMENTS
![Page 27: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/27.jpg)
29
RIGHTSIZINGᴙᴙNOTHING LESS, NOTHING MORE !
““There are two ways to get enough: There are two ways to get enough: One is to continue to accumulate One is to continue to accumulate more and more. The other is to more and more. The other is to desire less.” desire less.”
—G. K. Chesterton—G. K. Chesterton
![Page 28: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/28.jpg)
30
RIGHTSIZINGᴙᴙ
A MOVE TOWARD “INTELLIGENT A MOVE TOWARD “INTELLIGENT SIMPLIFICATION”SIMPLIFICATION”
Prosumers
65% I’d rather just have the functionsI really need
Mainstream
69%
58/67 68/67 79/78 72/73 56/67 82/81 48/5066 67 78 73 65 81 50
![Page 29: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/29.jpg)
31
RESPONSIBILITYᴙᴙCONSUMERS HAVE GROWN UP
![Page 30: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/30.jpg)
32
RESPONSIBILITYᴙᴙ
THEY’RE MOVING BEYOND THEY’RE MOVING BEYOND IMMEDIATE GRATIFICATION…IMMEDIATE GRATIFICATION…
Do I really need this?Do I really need this?
Can I wait until it’s on sale?Can I wait until it’s on sale?
Could I find it cheaper Could I find it cheaper somewhere else or on eBay?somewhere else or on eBay?
Is it of solid, good quality?Is it of solid, good quality?
Will it last a long time?Will it last a long time?
Can I afford it?Can I afford it?
Will I really get pleasure from Will I really get pleasure from buying this brand/ spending this buying this brand/ spending this
money?money?
![Page 31: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/31.jpg)
33
RESPONSIBILITYᴙᴙ
MORE ATTENTION PAID AT MORE ATTENTION PAID AT RETAILRETAIL
Prosumers
62%I am more interested today in how and where products
are madeglobal total=51%
Mainstream
48%
66/52 66/59 72/58 45/31 49/39 74/56 58/3654 60 61 34 41 59 41
Prosumers
80%I am shopping more carefully and mindfully than I used to
global total=72%
Mainstream
70%
86/79 78/69 81/68 75/59 77/71 82/72 75/6580 70 70 62 72 73 67
![Page 32: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/32.jpg)
34
RELATIONSᴙᴙTHE NEED TO CONNECT
![Page 33: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/33.jpg)
35
RELATIONSᴙᴙ
SEEKING A DEEPER SEEKING A DEEPER RELATIONSHIP WITH BRANDS…RELATIONSHIP WITH BRANDS…
Prosumers
60%I prefer to buy from companies with a reputation for a purpose
beyond profit (e.g., Newman’s Own, Body Shop)
Mainstream
46%
69/54 66/54 64/48 38/25 58/43 88/71 35/1656 56 51 27 46 74 20
Prosumers
70%I prefer to buy from
companies that share my personal values
Mainstream
54%
77/56 77/69 66/52 57/36 55/46 85/66 64/5259 71 54 40 47 69 55
Prosumers
61%Compared with a few years ago,
it’s more important for me to feel good about the companies with
which I do business
Mainstream
47%
70/54 71/70 57/45 49/33 63/43 71/55 39/2157 70 47 36 46 58 24
![Page 34: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/34.jpg)
36
RELATIONSᴙᴙ
……AND WITH PRODUCERS: THE AND WITH PRODUCERS: THE GROWING ALLURE OF LOCALGROWING ALLURE OF LOCAL
Prosumers
52%It is important to me to buy
locally produced goodsMainstream
44%
63/48 40/42 65/56 36/23 53/43 44/34 59/5551 42 58 25 45 36 55
Prosumers
63%It makes me feel good to support local producers,
artisans, and manufacturersMainstream
55%
76/67 66/68 66/55 54/38 74/63 48/39 46/4369 68 57 41 65 41 44
![Page 35: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/35.jpg)
37
THE NEW APPROACH TO CONCUMPTION
RREALEAL
RR IGHTSIZINGIGHTSIZING
RR ESPONSIBILITYESPONSIBILITY
RR ELATIONS ELATIONS
ᴙᴙ
![Page 36: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/36.jpg)
The big paradoxbrands which
symbolise consumerism are the
new references
![Page 37: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/37.jpg)
39
IN THE WORLD OF DEFIANCE , BRANDS CAN CARRY HOPE
![Page 38: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/38.jpg)
40
IN AN AGEING SOCIETY, THEY EMBODY YOUTH
![Page 39: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/39.jpg)
41
IN A WORLD WHERE TODAY IS A FIGHT, THEY WRITE OUR TOMORROWS
![Page 40: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/40.jpg)
42
WHEN FINANCIAL INSTITUTIONS ARE AT THE HEART OF DISTRUST, THEY CAN RECREATE CONFIDENCE
![Page 41: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/41.jpg)
43
![Page 42: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/42.jpg)
44
THEY CAN BUILT A CITY
![Page 43: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/43.jpg)
45
OR HELP REBUILD THEM
![Page 44: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/44.jpg)
46
SMARTLY
![Page 45: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/45.jpg)
47
THE NEW SOURCE OF GROWTH
![Page 46: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/46.jpg)
48
THE ULTIMATE WORLD INFLUANCER
![Page 47: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/47.jpg)
With the social media as
the new agora brands have new
imperatives to succeed
![Page 48: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/48.jpg)
11SOMETHING CENTRAL SOMETHING CENTRAL IN PEOPLES’ LIVESIN PEOPLES’ LIVES
![Page 49: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/49.jpg)
51
![Page 50: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/50.jpg)
52
![Page 51: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/51.jpg)
53
![Page 52: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/52.jpg)
22RE-OWN THE SPACE/TIME RE-OWN THE SPACE/TIME DIMENSION OF CONSUMERDIMENSION OF CONSUMER
![Page 53: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/53.jpg)
55
TO DELIVER ENGAGING BRAND/CONTENT DRIVEN EXPERIENCE
![Page 54: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/54.jpg)
33STAND OUT IN THE SOCIAL STAND OUT IN THE SOCIAL CONVERSATIONCONVERSATION
![Page 55: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/55.jpg)
57
![Page 56: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/56.jpg)
44BUILD A REAL DIALOGUE WITH BUILD A REAL DIALOGUE WITH THEIR CONSUMERS THEIR CONSUMERS AND COMMUNITIESAND COMMUNITIES
![Page 57: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/57.jpg)
59
![Page 58: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/58.jpg)
55BRANDS NEED TO BEHAVE BRANDS NEED TO BEHAVE LIKE PROPER CITIZENLIKE PROPER CITIZEN
![Page 59: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/59.jpg)
61
THE LOCAL ROOT
![Page 60: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/60.jpg)
62
LOOKING AFTER THE PLANET
![Page 61: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/61.jpg)
63
RESPECTING PEOPLE
![Page 62: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/62.jpg)
A new role for the agencies
![Page 63: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/63.jpg)
65
ADVERTISING IS DEAD
![Page 64: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/64.jpg)
66
THE CREATIVE BUSINESS IDEA
![Page 65: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/65.jpg)
67
CREATIVE BUSINESS IDEA
TransformationalTransformational
Changes business strategiesChanges business strategies
Drive profitable growthDrive profitable growth
![Page 66: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/66.jpg)
68
CREATIVE BUSINESS IDEA
From « the Alps » to « youth » From « the Alps » to « youth »
From « luggage » to « travel » From « luggage » to « travel »
From « rail » to « leisure » From « rail » to « leisure »
![Page 67: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/67.jpg)
Changing agency remunerationChanging agency remunerationmodel model
From commission and time spent From commission and time spent To Contribution to valueTo Contribution to value
« Because we’re really worth it »!« Because we’re really worth it »!
69
CREATIVE BUSINESS IDEA
![Page 68: Sans repères seules restent les marques - Lunch BMMA - 15/09/2011](https://reader035.vdocuments.site/reader035/viewer/2022081414/54645243af79594f398b5b51/html5/thumbnails/68.jpg)
Thank youThank you
70