The document discusses breaking patterns of thought by deconstructing cognitive loops. It describes how identifying knowledge gaps around consumer behavior led to the development of a tool called "Beef Stock" that aggregated cross-platform data for trend analysis. This tool surfaced conversations about beef and perceptions. It also discusses how exploring consumer behaviors further informed their approach and led to the creation of Telecontext, a flexible data sharing platform.

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Breaking Patterns
The Marriage of Strategy + Technology
July 2014

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Our culture of patterned thinking creates critical roadblocks to creative problem solving.

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To arrive at truly transformational ideas, we must start by deconstructing the structures,
behaviors and interactions that establish cognitive loops.

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And embrace change
(insert images of before & after beef)

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Partner Strategy + Technology
Identifying knowledge gaps around consumer behavior
led to the development of the “Beef Stock” tool,
which aggregated cross-platform listening data in an
interactive trend analysis.
This surfaced conversations about beef and gave
us a sense for when, where and how perceptions
were evolving.
Meet “Beef Stock”

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Surfacing behaviors
The more we explored, the more we surfaced
layers to the issues around planning and
preparing ‘any day’ family meals, resulting in
additional barriers to beef.
Understanding these behaviors informed our
approach and led to the creation of Telecontext.

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And flexible data sharing platforms extends
content, reach and sharing.

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Creating new methods to value
Create greater consumer
value rooted in actual
behavior
Increase marketing
value, improve reach and
engagement across
channels
Engage 1:1 with
consumers in hyper-
contextual moments

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