Weitere Ă€hnliche Inhalte Ăhnlich wie Glasshouse Partnership - Transparency And Branding (19) KĂŒrzlich hochgeladen (20) Glasshouse Partnership - Transparency And Branding1. :
The past, present and future of transparency.
âInfodemocracy, and what it means for your brandâ 2. Remember The Good Old Days?
What is it?
Who made it?
Whatâs it made from?
What does it taste like?
$5
Where does it come from?
How can I get one more cheaply?
Who would drink a beer like this?
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© Copyright Glasshouse Partnership 3. 1950s-70s. The Opacity SystemâŠFocused on features and beneïŹts. A great
model for an industrial economy.
âąâ Opaque customers â marketing is based on inspired guesswork
âąâ Opaque products â any colour you like, as long as itâs what we have in stock
âąâ Opaque organisations â a golden age for conglomerates and aspiring monopolists
âąâ Opaque markets â persuasion ethos. Consumers trapped by choice, location,
transportation and social class
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© Copyright Glasshouse Partnership 4. Brand value =
Opacity
Premium
(n) Branding: the art of making money by concealing knowledge
from targeted customers
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© Copyright Glasshouse Partnership 6. So why on earth would you change all that�
Opacity:
âąâ Enhances economic premiums
âąâ Protects competitive advantage
âąâ Develops deep emotional bonds and repeat purchase
âąâ Obscures dubious sourcing, pricing and employment practices
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© Copyright Glasshouse Partnership 7. So why change�
STOP PRESSâŠ
Retailers
Because Opacity:
start to
âąâ is anti-customer
destroy opaque
âąâ locks you into a single static proposition
brands by
copying
âąâ blindsides you to alternative value models
SUPERFICIAL
FEATURESâŠ
Opaque Brands concentrate and multiply
risk
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© Copyright Glasshouse Partnership 8. 8
© Copyright Glasshouse Partnership 9. (n) Branding: the art of making money by selectively
sharing knowledge with self-selecting customers
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© Copyright Glasshouse Partnership 10. 10
© Copyright Glasshouse Partnership 11. So why on earth would you change all that�
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© Copyright Glasshouse Partnership 12. So why change�
STOP PRESSâŠ
âąâ is grounded in stories - not stakeholder Consumer
needs or organisational purpose
advocates destroy
âąâ is still anti-customer â just selling translucent brand
bigger dreams
advantage by
âąâ still locks you into static propositions â telling MORE
only with higher cost of change
TRANSPARENT
âąâ still blinds you to alternative models â
STORIESâŠ
only reinforcing self-delusionâŠ.
Translucent brands defuse and diffuse short-term
risk at the expense of long-term risk
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© Copyright Glasshouse Partnership 14. But isnât transparency a really bad thingâŠ?
Jetbluehostage.com
Flickr.com/photos/ïŹlthywalmart
Greenpeace.org/apple
Exposeexxon.com
Complane.typepad.com
Ikeasuckz.blogspot.com
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© Copyright Glasshouse Partnership 15. Only if you ïŹght itâŠ
You can always engage, answer
criticism, respond, adapt,
collaborateâŠ
Open your doors, invite
stakeholders in and start to
learnâŠ
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© Copyright Glasshouse Partnership 16. MARTINI DIALOGUE
PUBLIC PASSIONS
Individual Social
Identity
Identity
THE BROADCAST SELF
SOCIAL NETWORKS
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© Copyright Glasshouse Partnership 17. INFORMATION GLUTTONY
INDEPENDENT ENDORSEMENT
Trust
Trustworthiness
REAL-TIME COMPARABILITY
MARKETS-OF-ONE
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© Copyright Glasshouse Partnership 18. COMPETING VALUE-WEBS
CORPORATE CITIZENSHIP
Internalise Externalise
externalities
internalities
ACCOUNTABLE PROCESS-CHAINS
INSTITUTIONAL LISTENING
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© Copyright Glasshouse Partnership 19. LEAN PRODUCTION
CONSUMER INFOSTREAMS
Individual Collective
efïŹciency
effectiveness
PERFECT INFORMATION
CROWD CLOUT
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© Copyright Glasshouse Partnership 20. Intention Aggregation
Potential for Intention Economics
Social Marketing
Potential for Social Marketisation
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© Copyright Glasshouse Partnership 21. In summary: the twin forces of transparencyâŠ
The Marketisation of
everything
The New
âSocial
Marketâ
The Socialisation of
everyone
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© Copyright Glasshouse Partnership 22. (n) Branding: the art of making money by improving
decisionïŹow for any stakeholder
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© Copyright Glasshouse Partnership 23. The rules of the new social market: âInformation Symmetryâ
1.â Products: Whatever must be known can be known
2.â Markets: Whatever can be known, must be made
knownâŠ
Infodemocracy
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© Copyright Glasshouse Partnership 24. The rules of the new social market: âSocial Symmetryâ
1.â People: Whoever must be known, can be made known
2.â Organisations: How you know matters more than who
you know
Sociodemocracy
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© Copyright Glasshouse Partnership 25. Prediction: This Social Market will play host to two long wars:
Power:
Who will be in charge of brands?
The war for primacy between demand-side
intentions and supply-side resources
Control:
Who will get most value from
individualsâ assets?
The war for control of social information
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© Copyright Glasshouse Partnership 26. Who will win the wars? 2 predictions:
The Brand War
2020 âsuperbrandsâ will be the best interpreters
of demand-side signals, not the best spinners
of supply messagesâŠ
The Identity war
2020 âsuperpeopleâ will be empowered to
actively manage personal and social ROI from
their actions and intentions.
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© Copyright Glasshouse Partnership 27. The Democratisation
of brands
The New
The Marketisation âSocial The Socialisation
of everything
Marketâ
of everyone
The Liberation
of the individual
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© Copyright Glasshouse Partnership 28. Scepticism
Listen
Learn
Integrity
Wider
Deeper
Assurance
History
Future
Collaboration
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© Copyright Glasshouse Partnership 29. 10 Donâts for your Corporate Marketing
1.â rganisational Scepticism: Donât drink the koolaid. Be
O
sceptical of your own organisation. The rest of the world will be.
2. Keep listening: Donât assume that what you say is what
getâs heard. Understand the implications of your brand.
3. Keep learning: Donât assume that your brand standards are
good enough. Align expectations, promises and performance â
constantly.
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© Copyright Glasshouse Partnership 30. 4. Brand Integrity: Donât imagine you can actually manage
reputation. Focus on managing your conduct.
5. Go deeper: Donât stop with brand audits and
endorsements. Strive for brand assurance.
6. Go wider: Donât stop at pleasing customers. Understand
all your stakeholdersâ needs and understand your value
propositions to them.
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© Copyright Glasshouse Partnership 31. 7. Brand Assurance: Donât promise. Deliver, and
prove youâve delivered.
8. Think future: Donât just protect license to operate.
Build your âlicense to innovateâ by engaging with critical
permission-brokers.
9. Think history: Donât copy. Use your own history.
Empower your hidden assets: product backstory, human
expertise, supply-chain processes and corporate purpose.
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© Copyright Glasshouse Partnership 32. 10. Stakeholder Collaboration: Donât compete on
the resources you own; compete on the resources you
can connect.
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© Copyright Glasshouse Partnership 33. Speaker biography
Tim Kitchin, Partner
Stakeholder Strategist
Tim Kitchin is a broad-based brand communications expert with extensive
experience of CSR, environmental and policy-making arenas. His passion is to
help organisations develop deeper, wider and more proïŹtable stakeholder
relationships.
Tim is a founding partner of Glasshouse Partnership and an associate senior
adviser to ethical thinktank AccountAbility,
He is also member of brand think-tank, the âMedinge Groupâ, responsible for
the annual âBrands with a Conscienceâ awards, was a member of the
international advisory panel for the UN Environment Programmeâs âTalk
the Walkâ initiative and special editor of the journal of brand management
for its ïŹrst issue on CSR.
He was a co-author of âmanaging corporate reputationsâ and âBeyond
Brandingâ (both Kogan Page).
Tim leads Glasshouseâs brand integrity practice.
Contact: timk@glasshousepartnership.com
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© Copyright Glasshouse Partnership