Tension
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It's not a war of attention any more. Brands need something different
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Tension
- 1. Men more frequently require to be reminded than informed Samuel Johnson
- 2. We all know the trends
- 6. Authen?city
- 7. Mobile
- 9. All of those are the usual suspects
- 10. Now let’s look at trends a liEle differently
- 11. Modern marke?ng
- 12. First, hun?ng for customers anksy, Trolley hunters
- 13. Then, a war over ,me
- 14. Then, a war over aEen?on
- 15. But aEen?on is not enough
- 16. You need TENSION
- 17. There’s no aEen?on without tension
- 18. Jesse Desjardins, 100+ beau?ful slides from Cannes Lions ‘13
- 20. Jesse Desjardins, 100+ beau?ful slides from Cannes Lions ‘13
- 23. For there is no quality in this world that is not what it is merely by contrast. Herman Melville Truly to enjoy bodily warmth some small part of you must be cold.
- 24. Where do we find tension?
- 26. 3 typical ways
- 27. 1. Tension between consumers’ own contras?ng needs
- 29. The product vs. how it’s produced
- 30. Expec?ng corpora?ons to behave responsibly vs. behaving responsibly as a consumer
- 32. Work vs. life
- 34. Business vs. society
- 36. 3. Tension within a company or between a company and its ecosystem
- 37. Marke?ng vs. other func?ons
- 38. A company vs. its channels
- 39. How do you solve the tension?
- 41. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 42. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 45. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 47. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 50. More and more, global brands need to prac?ce alchemy
- 51. Tension Choice Low High And Or Focus Alchemy High risk Low risk
- 53. McWrap: fast vs. real, machined vs. fresh
- 55. There’s no aEen?on without tension
- 56. Thank you Please help with picture credits