Welcome to Marketing 3.0 World
Have been inspired by the sustainable “Marketing 3.0”, we selected the key parts from the book and various presentations, digested and retold in our own way, for you to enjoy.
Hoping it’ll inspire you to practice “Marketing 3.0” more, as it’s the only way to ‘sustainable’ branding, marketing, and making our world a better place.
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Marketing 3.0 (part retold) in 60 slides
1. The way to sustainable…
MARKETING 3.0
Parts retold by nudeJEH
www.nudejeh.com
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2. This slide set has been created to share some parts of “Marketing 3.0”; selected,
digested and retold from the book by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
and various slide presentations on the same topic by Philip Kotler, Hermawan Kartajaya,
Richard Meyer.
It’s meant to inspire people, hoping that we should practice “Marketing 3.0” more,
as it’s the only way to ‘sustainable’ branding, marketing, and making our world a better
place.
Thank you
Pradhana Chariyavilaskul
Brand idea & love Inspirer
nudeJEH Co., Ltd.
Bangkok, Thailand
3. Within five years, if you run your
business in the same way as you do
now, you’re going to be out of
business.
Philip Kotler
“
.”
4. MARKETING’S LOSS OF EFFECTIVENESS
MARKETING will be less
effective in the next few
years
Marketing budgets will be
lower
Companies will want
marketers to do more with
less
DISTRIBUTORS
TRADITIONAL
MEDIA
COMPETITION
SOCIAL MEDIA
NETWORKS
PUBLIC
DISTRIBUTORS will
demand more TRADE
PROMOTION. This will
leave less money for
marketing research,
advertising and consumer
promotion for brand
building and ultimately
reduce brand equity.
Investors will then
downgrade the stock.
This will leave the
company with fewer
resources to prop up
demand.
This is a VICIOUS
CIRCLE
Traditional media such
as TV 30-second spots,
newspapers, etc., are
growing LESS
EFFECTIVE
Categories are so
crowded with
competitors that
heavy price cutting
will be UNAVOIDABLE
The public, in its wish
to spend less, will be
less inclined to pay
higher prices for top
brands where the
quality differences are
minimal. There is a
strong shift to store
brands and sub-
brands. This means
that top brands are
overvalued and there
may be a brand
bubble.
Social media networks
will play an
increasingly influential
role in shaping brand
evaluations
5. Our lives from now on…
Competition Convention
“Dead – End”
Controlled Media less power
Social Media more power
People don’t see the value in
minimal differences
People believe strangers in
community, not ad or company
People don’t pay more for brand
The Business Doom
12. Technology
Market
Political-
Legal
Socio-
CultureEconomy
1. The Age of Participation
and Collaborative Marketing
2. The Age of Globalisation Paradox
and Cultural Marketing
3. The Age of Creative Society
and Human Spirit Marketing
New wave technology facilitates the widespread dissemination
of information, ideas, and public opinion that enable
consumers to collaborate for value creation
Technology drives globalisation of the political and legal,
economy, and social culture landscape, which creates cultural
paradoxes in the society. People have more anxieties & desires
Technology also drives the rise of the creative market,
which is more spiritual in viewing the world.
13. 1. The Age of Participation and Collaborative Marketing
Marketing 2.0
Managers listened to
the consumers’
voices to understand
their minds and
capture market
insights
Marketing 3.0
Consumers play the
key role of creating
the value through co-
creation of product
and service
14. 2. The Age of Globalisation Paradox and Cultural Marketing
Globalisation
Democracy finding more global roots
Economic Integration
Universal global culture
Paradox
China, nondemorcratic, grows in power
Economic Inequality (poorer = worse)
Stronger traditional culture/tribalism
Information
Technology
•Info exchange
•Nations, Corporations,
Individuals
•Around the World
Transportation
Technology
•Trade & physical
exchange
•in global value chains
Globalisation
Connects the world But Creates Paradoxes
Impact on Consumers’ Anxiety & Desire
Anxiety: greater awareness and concern about poverty, injustice, environmental
sustainability, community responsibility, and social purpose.
Desire: To make their society – and the world at large – a better and ideal place to live in
What means to Marketers?
Address the Anxiety & Desire
Share the same dream
Make a difference
15. 3. The Age of Creative Society and Human Spirit Marketing
The social development in human civilisation
(Daniel Pink, The Whole New Mind)
Reliance on muscles
(farmer, blue-collar)
White Collar
(left-brainers)
Creative People
(right-brainers)
They shape the world
Seek to improve the world
Search for meaning, happiness and
spiritual realisation (top of Maslow’s)
Their role is dominant
Hubs who connect consumers
Lifestyles/Attitudes Influence
Technology & Culture Influence
Impact on Consumers’ Requirement
Products & Services satisfy their needs + Experiences touch their spiritual side
What means to Marketers?
Supplying “spiritual meaning” is the future value proposition in marketing
Value-Driven Business Model
16. MARKETING 3.0
Collaborative, Cultural, Spiritual
People try to manage these paradoxes by
1. searching for a sense of continuity in their lives
2. searching for connection with others, blending into their local community and society
3. searching for direction as people start to join together to support social causes.
It is the more sophisticated form of the consumer-centric
Marketing Era where the consumer demands more
collaborative, cultural, and spiritual marketing approaches.
17. MARKETING 3.0
The Building Blocks
1. The Age of Participation
“The Stimulus”
2. The Age of Globalisation Paradox
“The Problem”
3. The Age of Creative Society
“The Solution”
Collaborative
Marketing
Cultural
Marketing
Spiritual
Marketing
WHAT to offer
‘content’
WHAT to offer
‘context’
HOW to offer
20. Customer
Management
Evolution of Marketing Concepts
Brand
Management
Value
Management
Product
Management
1950s 1970s 1990s 2010s….
The 4 P’s
(Product, Price, Place,
Promotion)
The STP
(Segmentation, Targeting,
Positioning)
Brand Building
Co-Creation Communitisation Character Building
Value
Management
Today
Future
The Disciplines of Marketing
21. Co-Creation Communitisation Character
3 Cornerstones
in the Future of Marketing
Consumers increasingly appreciate
Co-creation, Communitisation, and Character
co-create their own
products and experiences…
…in their own communities
where they gather in…
…and only look outside of
their community for
admirable characters
23. Communitisation
The Fact of Community & Company
Consumers want to be
connected to other
consumers, not to
companies
Communities exist not
to serve the business but to
service the members
The only thing companies should do is to help consumers connect to one
another in communities and support members & communities.
Business Success requires
the support of
communities
Types of Community
Seth Godin, Tribes: We Need You to Lead Us, New York: Portfolio, 2008
Susan Fournier and Lara Lee, “Getting Brand Communities Right”, Harvard Business Review, April 2009
POOLS
-Consumers share the same values
though they don’t necessarily interact
-They are primarily Brand Enthusiats
-What only keep them is their belief and
strong affiliation to a brand
WEBS
-Consumers interact with one another
through social media on one-to-one basis
HUBS
-Consumers gravitate around a strong
figure and create a loyal fan base
consumers are either connected to an idea (POOLS), to one another (WEBS), to a leader (HUBS)
24. Character
For brands to be able to
connect with human beings
Brands need an ‘authentic DNA’
that reflects identity in
consumers’ social networks
James H. Gilmore and B. Joseph Pine II, Authenticity: What Consumers Really Want, Boston: Harvard Business School Press, 2007
Companies should always try to be real and deliver experiences that live up to what they claim.
They should not try to only appear real in the advertising or they will instantly lose credibility.
In the horizontal world of consumers, losing credibility means losing the whole network of
potential buyers.
Authentic Differentiation
Unique DNAs
Brand Character built up
throughout Life
“
.”
25. Co-Creation Communitisation Character
3 Cornerstones
in the Future of Marketing
Consumers always doubt about “Character” as they know that good
characters are scarce outside their communities.
But once they find one, they will instantly be loyal evangelists.
Consumers increasingly appreciate
Co-creation, Communitisation, and Character
co-create their own
products and experiences…
…in their own communities
where they gather in…
…and only look outside of
their community for
admirable characters
Brand must become a good character
27. MARKETING 3.0
The Building Blocks
Collaborative
Marketing
Cultural
Marketing
Spiritual
Marketing
Co-Creation Communitisation Character
3 Cornerstones
Future of Marketing
In order to stay relevant in Marketing 3.0,
companies should always target the consumers as human beings.
According to Stephen Covey, a whole human has four basic components: a
physical body, a mindcapable of independent thought and analysis,
a heartwhich can feel emotion,
and a spirit—your soul or philosophical center
Companies are competing to be seen as providing
continuity, connection, and direction
28. Product-centric
Marketing
Customer-oriented
Marketing
Value-driven
Marketing
Objective
Enabling Forces
How companies see
the market
Key marketing
concept
Company marketing
guidelines
Value propositions
Interaction with
consumers
MARKETING 1.0 MARKETING 2.0 MARKETING 3.0
Sell products
Economic-Value
Satisfy and retain the
consumers
People-Value
Make the world a better
place
Environment-Value
Industrial Revolution Information Technology New Wave Technology
Mass Buyers with
Physical Needs
Smarter Consumer with
Mind and Heart
Whole Human with
Mind, Heart, and Spirit
Product development Differentiation Values
Product specification
Corporate and Product
Positioning
Corporate , Vision,
Values
Functional
Functional and
Emotional
Functional, Emotional,
and Spiritual
One-to-Many
Transaction
One-to-One
Relationship
Many-to-Many
Collaboration
From Marketing 1.0 to 2.0 and 3.0
Mind Heart Spirit
29. No longer are consumers only looking for “functional
and emotional fulfillment”.
They are also looking for “human spirit
fulfillment” in the products and services they
choose.
Consumers want to know that the values of the
company they buy from are congruent to
making the world a better place.
30. We should see & target consumer as a whole human who consists of mind, heart, and spirit
MARKETING 3.0 : consumer as a whole human
Positioning Experiential
Branding
Emotional
Branding
Lovemarks
Mind
Heart
Spirit
MARKETING 3.0
31. MARKETING REDEFINED : The 3i Model
Marketing should be redefined as a consonant
triangle of brand, positioning, and differentiation
To complete the triangle, we introduce the 3i: brand identity, brand
integrity, and brand image.
32. MARKETING REDEFINED : The 3i Model
A brand should be
clearly positioned in
the consumer’s
mind to give it a
clear Brand Identity
1
To give Brand
Integrity to your
positioning, it must
be supported by
strong differentiation
2
Positioning supported
by strong differentiation
will in turn lead to
strong Brand Image
3
“Marketers should target consumers minds and spirits simultaneously
to touch their hearts.” – Philip Kotler
33. MARKETING REDEFINED : The 3i Model
A brand should be
clearly positioned in
the consumer’s
mind to give it a
clear Brand Identity
1
To give Brand
Integrity to your
positioning, it must
be supported by
strong differentiation
2
Positioning supported
by strong differentiation
will in turn lead to
strong Brand Image
3
“Marketers should target consumers minds and spirits simultaneously
to touch their hearts.” – Philip Kotler
Positioning will
trigger the mind to
consider a buying
decision
An authentic
differentiation for the
human spirit
to confirm the decision
Finally the heart will lead
a consumer to act and
make the buying decision
34. The 3i Model: Definition
Brand Integrity is about fulfilling what is claimed
through the positioning and differentiation of
the brand. It is about being credible, fulfilling
your promise, and establishing consumers’ trust
in your brand. The target of brand integrity is the
spirit of the consumers.
Brand Identity is about positioning
your brand in the minds of the
consumers.
The positioning should be unique
for your brand to be heard and
noticed in the cluttered
marketplace.
It should also be relevant to the
rational needs and wants of the
consumers.
Brand Image is about
acquiring a strong share of
the consumer’s emotions.
Your brand value should
appeal to consumers’
emotional needs and wants
beyond product
functionalities and features.
Brand is useless if it only
articulates its positioning; the
triangle is not complete
without the differentiation
Differentiation is the brand’s
DNA that reflects the
true integrity of the brand. It
is a solid proof that a brand
is delivering its promised
performance and satisfaction
to its customers
Only a complete triangle is a credible one in Marketing 3.0
35. The 3i model is also very relevant for marketing in the context of social media.
In the era of consumer empowerment led by abundant
information and networked communities,
a consonant brand-positioning-differentiation is all you need.
36. When word-of-mouth
becomes the new
advertising medium
and consumers believe
strangers within their
community more
than they believe
companies,
there is no chance for
inauthentic brands to
survive
37. In social media, a brand is like a member.
The brand identity is rated by accumulation of
experience within the community. One bad
experience will spoil your brand integrity and destroy
your brand image in the community.
38. Marketing 3.0 is the era of
horizontal communication where
vertical control will not work.
Just be true to your Brand’s 3i
only
honesty,
originality,
authenticity
will.
39. The good example of solid Brand Integrity
It is well-known for its
“Path of Service”
the community volunteer
service program that involves
employees of Timberland.
The differentiation is already proven since it
stands the test of time. In 1994, the company’s
net profits fell from $22.5 million to $17.7
million. The following year, sales stayed
stagnant, and the company posted an earnings
loss for the very first time. Many people
predicted that the Path of Service program
would be eliminated under such
circumstances. But Timberland’s leaders
believed that community volunteer service is
an integral part of the corporate DNA that
makes the brand different and authentic.
Therefore, the program continues to
this day.
40.
41. Earthkeeping means taking actions that enable us to be good stewards of the earth
Earthkeeping is the way we make our products
Earthkeeping is using renewable energy in our facilities
Earthkeeping is the more than one million trees we’ve planted around the world
Earthkeeping is how we take a stand on issues that affect the environment, like climate change.
At the end of the day, we believe Earthkeeping will help us create better gear for you.
And help protect the outdoors we all love.
42. We’re focused on the Timberland forest in the Horgin Desert of China to help prevent sandstorms and
desertification.
And our tree-planting efforts in Haiti will help provide fruit, fuel and shelter, stimulate the economy
and strengthen the soil where they grow.
We’ve even started offering tree certificates you can purchase to help make a difference, too.
44. To be able to target their minds, hearts, and spirits,
marketers need to identify the anxieties and desires of the consumers.
In the globalization paradox, they are
to make their society and the world a better,
even an ideal place to live.
The Company should share the same dream with consumers and make a difference
Should include good deeds in a corporate culture and maintain commitment
By embedding them into the Company’s Mission, Vision and Values
45. (current & future
customers)
(current & future
shareholders)
(current & future
employees)
MARKETING 3.0: Value-Based Marketing (VBM)
Individual
Company
Mind
Heart
Spirit
Mission
(Why)
Vision
(What)
Values
(How)
Philip Kotler
VBM guides a company in utilising their
Mission to answer the “why-question”,
Vision to answer the “what-question”
Values to answer the “how-question”
for all three dimensions of mind, heart and spirit.
46. MARKETING 3.0: Value-Based Marketing (VBM)
Individual
Company
Mind
Heart
Spirit
Mission
(Why)
Vision
(What)
Values
(How)
Mission is the company’s reason for being; reflects the company’s basic purpose
for existence. A company should characterize its mission as fundamentally as
possible, as it will determine the sustainability of the company.
In the doughnut view of life, the core is fixed and the bounded space around the
core is flexible. The company’s mission is the core which cannot be changed. The
operations of the company are flexible but should be aligned with the core.
While mission is firmly rooted in the present, Vision is about inventing the future.
Vision is a picture of the desirable future state of the organization; explains what
you aspire to become, to achieve, to create. It is symbolized by a compass
that guides you to the future state of the organization.
Values is “a corporation’s institutional standards of behavior.” Companies
generally follow the same values cycle which articulates a set of corporate
priorities and management attempts to embed them in its practices, reinforcing
behaviors that benefit the company and communities inside and outside the firm,
and which in turn strengthen the institution’s values. It is symbolized as a wheel.
47. MARKETING 3.0: Value-Based Marketing (VBM)
Individual
Company
Mind
Heart
Spirit
Mission
(Why)
Vision
(What)
Values
(How)
Deliver
SATISFACTION
PROFITability
Be BETTER
Realise
ASPIRATION
RETURNability
DIFFERENT
Practice
COMPASSION
SUSTAINability
Make a
DIFFERENCE
(current & future
customers)
(current & future
shareholders)
(current & future
employees)
48. The Example: Value-Based Marketing (VBM)
Individual
Company
Mind
Heart
Spirit
Mission
“Make it Better”
Vision
To be 21st Century
example for socially-
responsible
corporations around
the world
Values
Humanity
Humility
Integrity
Excellence
High quality
products
Profit growth
“at our corporate HQs,
employees work hard
to make some of the
world’s most
innovative products”
Outdoor
store design
Stock
performance
Fortune 100 Best
Companies to
Work For
“Make it
Better”
Sustainability
KPIs
Path of
Service
(current & future
customers)
(current & future
shareholders)
(current & future
employees)
49. Timberland is a leader in the design, engineering and marketing of premium quality footwear, apparel and accessories
for outdoor consumers. It believes in “doing well by doing good.”
Timberland has a simple mission of making its products better.
It delivers customer satisfaction through its quality products and fosters emotional experiences through store design,
for example.
To target the spirit, it includes the mission as a tagline.
Timberland uses recycled materials, non‐chemical substances as much as possible, made in energy‐saving factories.
The label gives consumers information “about the product they are purchasing, including where it was manufactured,
how it was produced, and its effect on the environment”.
On Earth Day, Timberland plants a tree on behalf of each consumer who spends $150
Timberland has the vision to be the twenty-first-century example of a socially responsible corporation around the
world. It shows a remarkable achievement for its vision over the past years and can use the achievement to market the
company to shareholders.
Rationally, the vision is shown by the profit growth the company is enjoying.
Emotionally, it I sshown by the impressive stock performance.
Spiritually, it is shown by the Sustainability Key Performance Indicators.
For its employees, Timberland builds the values of humanity, humility, integrity, and excellence.
It demonstrates these values to the employees through various efforts.
The most important one is the Path of Service, which provides the opportunity for employees to practice the values.
Its employees have contributed over 200,000 total hours of service that benefited over 200 community organizations
in 13 countries, 26 states and 73 cities.
Timberland offers $3,000 incentives to employees who purchase hybrid cars.
Explanation
51. To Communicate the mission to consumers…
is always about change, transformation,
and making a difference.
Marketing 3.0 is about changing
the way consumers do things in their lives.
When a brand brings transformation, consumers will
unconsciously accept the brand as part of their daily lives.
52. Business
As
Unusual
Story
Consumer
Empowerment
“Creating”
starts with “Business as
Unusual” a new business
perspective that can transform
the lives of consumers, the
small ideas that can make a big
difference
“Spreading”
The best approach to spread
the idea is through storytelling
around the ideas and engage
with people’s emotions
Characters are
central in a story.
They symbolize how
the brand is
perceived by the
human spirit
Plot shows how
the character
navigates among
the network of
humans who will
rewrite their own
version of the story
Metaphor are
the unconscious
process happening
in the
human spirit
“Realising”
To convince consumers that
stories are authentic and belong
to them, engage them in
conversation, especially ‘many-
to-many’. Conversation is the
new advertising.
Consumer will feel it’s their
responsibility to fulfill the
Mission too and this is the key to
make a difference
The Communication: The 3 Principles