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The New World

Humans | Purpose | Innovation


By Frankline Ozekhome
What I intend to achieve with this
presentation:

1. Understanding the new world and the new competition.

Understanding in a world of massive disruption, the


2. critical skills, work and thought processes that will make for
success in the new world.

Understanding the new role of power brands – Ways of


3.
creating them and the theoretical application of this
understanding.
The world today: Now, next and why

https://youtu.be/5chp-PRYq-w
Key issues to note

. Later to Now

. Interconnected to Interdependent world

Change is inevitable. Will it be done to you or by


.
you?

Becoming Resilient and propulsive is the only to


. thrive in the age of acceleration

Businesses must gain the ability to analyze,


. optimize, prophesize, socialize, customize,
and digitalize their value offering in these times
A world of relentless change

Converging technologies are transforming our business, industries, and our lives
The future isn’t what it used to be
A world of limitless opportunities
Mega shifts: 2020-2030
BUSINESS CONSUMER

CONTROL INFLUENCE

AGGREGATES INDIVIDUAL
Sign of the times

The new and ever


morphing consumer
From shopper to user to
maker to publisher
Power shift from corporation to consumer

Leading to democratized
communications and therefore
an end to top-down messaging.
A major feature…Continuous disruption
New headaches, new opportunities and new thinking
New epiphanies transforming the
competitive landscape

Leading to a new consciousness,


and now unleashing the creative
energies of people.
Understanding the
post-digital age

Digitization enables everybody;


therefore creating opportunities.
It has given everybody access

More than ever, boundaries


have blurred, as the internet,
powered by technology has
democratized access.
The issue: Most of us don’t
recognize the new epoch…

….so mindsets remain the same.


Hence, the disruption we’re witnessing

The New World – Humans \ Purpose \ Innovation by Frankline Ozekhome


The world is now
effectively flat
The opportunities that the age throws
up means your competition can
come from anywhere.
Let’s contextualize this: Your competitor can
come from anywhere
Amazon Fresh Amazon Go

https://youtu.be/F8J_Rzet_vE https://youtu.be/NrmMk1Myrxc

How would you categorize Amazon?


The age requires that we
become blind to category
thinking
Industry category thinking in a world
where everyone is enabled by digital
technologies is so yesterday and
dangerous to any business that wants
to thrive in this new age.
To get ahead in today’s world, we need:

1. Continuous thinking

2. Adaptive mindset

3. Non-stop innovation

4. A deep understanding of the


new consumer
Decoding today’s consumer

They have their eyes They have an appetite for They are willing to share data for
on the future personalization of services reciprocal benefits
They want to make things happen for themselves
New and emerging industries growing at the speed
of innovation to create value
They are looking for a new type of enabler

One that is in the know and seems to know


where they are headed.

A company that has been able to reconfigure


its business to provide ready solutions that
can power their ambitions.
Brands that actually project
themselves as competent,
agile, ambitious and
purposeful.
For them, global is no more a
physical feature; it’s reflected in the
ability to reach out, be reached,
be competitive and win.
For the the first time in the history of
man, competition can be global
without being physically present
all over the world.

The New World – Humans \ Purpose \ Innovation by Frankline Ozekhome


What is really now needed?
Deep connection and
relevance with
consumers.
PAUSE.
Building A Power
Brand in the Age
of Disruption
The indirect economy: 1879-2010

Supply Chain Dominance = Market Dominance


To the 21st century economy: 2010+

Supply Chain Dominance translates to NOTHING. It’s actually BORDERLESS.


What’s driving this? Tech and the cloud
Connecting powerfully
with consumers: The
role of power brands
What is a brand?
1 2
A brand is a3 set of associations that
combine with heuristics in the mind of
4
consumers to shift demand.
1. Brand
It has to be a coherent totality, not a
lot of bits. The physical product, the
pack and all the elements of
communication - name, style,
advertising, pricing, promotions, and so
on - must be blended into a single
brand personality.
2. Associations
The power of associations – ideas,
memories, feelings, values, experiences
and knowledge – that predispose
consumers to choose a brand over
others or pay more for it now and in the
future.
3. Heuristics
Consumers use heuristics to make
‘good enough’, not perfect, decisions.
Consumers are not rational,
involved and deeply committed
buyers, but uncaring cognitive misers
who rely upon heuristics to reduce the
effort in making a buying decision to a
minimum.
4. Shift Demand
The ultimate point of a brand is not
to create emotional appeal, or
generate buzz. The point is to shift demand
by creating mental and physical
availability. Well-managed brands shift
demand in several ways: by commanding a
higher price, generating more volume or both.
Power brands at work
They defy gravity They take more
What power Products
than their own
share
brands do to
Platforms
They can defend They allow for
and attack flexibility from one
sector to another
Why is this so?

1.

They stand for something


specific in the minds of the
consumer.

https://youtu.be/-grjIUWKoBA
Why is this so?

2.

The consumer knows where


they stand, what they are,
and what to expect.

https://youtu.be/mQLK6c5vOHM
Why is this so?

3.

They have a strong point of


view. And, they turn the
Point of View (POV) into a
Point of Differentiation
(POD).

https://youtu.be/u1lylQf6dQo
How are strong brands built?

Continuity They say what they mean

Consistency And, they mean what they say


How are strong brands built?

Continuity
+
Consistency
=
Meaning
Let’s look at the theoretical underpinning

To successfully communicate our sales


message to our customers, a majority of
them must decide to select our message
from a cluttered media environment and to
remember it for future use.
Selectivity: Selection of messages occurs at
different levels
• Our customer must decide to expose themselves
to our messages. This can occur in a very planned
way, as in the case where customers actively seek
out our ad because they are already interested in
our product

• Or exposure to our ad might occur because the ad


is very unique and breaks through the media
clutter to attract customers to it

The New World – Humans \ Purpose \ Innovation by Frankline Ozekhome


Exposure is however
not enough
Many people will be exposed to a
message yet decide not to attend
to it or retain it in their memories.

https://youtu.be/PZa9uAQ_5Lw
Approaches to the study of memory

For practical purposes, it is important only


to know that memory is very limited, and
therefore, all of us must be very selective
in determining what to remember and not
to remember.

We simply cannot remember everything


we see, read or hear.
Memory is the cornerstone of the use of creative
strategies in advertising
The basic assumption of strategy is that
the media environment is cluttered and
memory is limited.

Since memory is limited, it is important


that your advertising give customers
something worth remembering.

Otherwise, they simply will forget you.


https://youtu.be/QUVdnzC19oU
Encoding

Encoding involves all those processes


writers, artists, and producers go through
to translate ideas or product benefits into
symbols that consumers will understand
and be interested enough in to take
action on and, hopefully, buy the product.
Decoding
Decoding involves all the
selective processes discussed
previously that consumers use
to decide to attend to and
remember messages and their
components.

https://youtu.be/3p_CWx8xGC8
Implications for our
skills-set and services
In the new age, you have to move from
linear to modular. Thus, collaboration is key

No silos.

No solos.

No bozos.
Start by asking: What must I do to make this brand
successful?
VISUAL
TRENDS STORYTELLNG INFLUENCE EXPERIENCE ENVIRONMENT

We must include certain elements


A brand that’s in the know must The power of perception will around our physical surroundings –
stay fresh and on top of trends positively influence buying decisions, music, lighting, layout and directional
with consumers. value of the brand and positioning as signage – that make customers feel
employer of choice. special and appreciated

Employing the principles of continuous and


Emphasize unique aspects
consistent storytelling a cross platforms, and
and superiority of our brand
the use of visually appealing graphics and
and products that live up to
multimedia assets to move consumers.
the promise.
Deep-dive and
interrogate with our
diagnostic and strategic
planning tools
Think integration from day one

https://youtu.be/jdvteFAmG_k
Our stories must be contagious

https://youtu.be/v2EUSvhd4rA
Would you share this, and any of the following?

The New World – Humans \ Purpose \ Innovation by Frankline Ozekhome


Critique your work. Does it pass the following
parameters?
Is your solution disruptive?

Is it a category game changer?

Does it deliver on the client’s objective(s)?

Does it pass the agency’s Creative Rating Metrics and Standards of Creativity?

Will it deliver on commercial terms for both client and agency?

Will it make the agency or brand famous?


PAUSE.
Recap

1. Understanding the new world and the new


competition.

2. Understanding in a world of massive


disruption, the critical skills, work and
thought processes that will make for success
in the new world.

3. Understanding of the new roles of


brands – ways of creating them and the
theoretical understanding of these.
Keep winning.

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