Anthony Johnston, Director G2 Australia presents a practical discussion on what a brand needs to consider to benefit from the digital space, relevant to running a business in the current climate.
When a brand enters this arena, in all its myriad options, audiences and devices, it does so in an environment that is at best exceptionally beneficial and rewarding, at worst damaging to a brand if careful consideration isnt given to getting it right.
Digital is not about the latest technology. It is about communicating in a world where brand control is difficult, where messages take on different shapes in different channels, and the core element of getting it right is the idea itself.
Anthony covers the main points of consideration including the manifestations of innovation, partnerships, internal and external efficiencies, making the right choices and, most importantly activating a consumer to engage with your brand in the way you want.
27. We don’t ask consumers what they want. They don’t know.
Instead we apply our brainpower to what they need, and
will want, and make sure we’re there, ready.”
Akiho Moria – Founder, Sony
106
28. Watch the horizon Manage for
Replicate profitability
business
Test model
business
Seed model
growth
options
Create viable
Horizon 3 options
Build emerging
Horizon 2 businesses
Extend and
Horizon 1 defend
core business
29. Want to buy a record store?
8 years ago
Time
Profit
30. Disruption in months
$65M in loans in 10 mths
Micro loans in emerging economies The big guys have entered the game