An introduction to Crosscut Advisory Partners, LLC

1. TM TM
Crosscut Advisory Partners, LLC.
Partner Development
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

2. Humans follow culture looking for new ways
to consume. Proof: in a generation
everything changed
Analog Digital
1 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

3. Crosscut shapes brands in the image of
culture identifying for brands where they
should focus their attention, next
2 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

4. Culture
Sets of ‘practices’ people adopt to
experience life, relate to one another,
establishing and evolving societal norms
3 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

5. Cultural Relevance and the relevance of
culture
Nike Culture Culture of Nike
(Innovative performance) (Ingenious style)
4 © 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.

6. Brand differentiation has declined in 40 of
46 categories 1
5 Source: “The Brand Bubble,” John Gerzema and Ed Lebar, 2008. © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

7. Brands now follow Culture rather than
lead it
6 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

8. Marketers are finding it more difficult to
find the most original pathways
7 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

9. The 2009 CMO Survey: Marketers want to
know how to measure customer insights
and culture
8 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

10. But consumer trends can only observe
diffused behavior, it’s over before it’s begun
9 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

11. Culture connects humans to brands
10 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

12. We measure culture and then relate the
insights to brand and marketing strategies
Marketing Performance
α
Culture
11 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

13. TM
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

14. Crosscut segments culture into 20 discrete
categories
CELEBRITY CULINARY CURRENT
DESIGN DIVERSITY
INFLUENCE HABITS EVENTS
ENVIRON FAITH & ENTERTAI
POLITICS FAMILY FASHION
MENT NMENT
GAMING & HEALTH &
INNOVATION INTOXICANTS LANGUAGE
HOBBY FITNESS
MEDIA MUSIC TASTE ROLE MODEL SEXUALITY SUCCESS
11 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

15. And crosses them with 20 business
verticals
BEER & CONSUMER CONSUMER
AUTOMOTIVE DIGITAL
SPIRITS ELECTRONICS PCKG GOODS
ENTERTAI ENVIRO FINANCIAL FOOD & HEALTH
NMENT NMENT SERVICES BEVERAGE CARE
HOSPITALITY MEDIA & QSR & CAS SOCIAL
RETAIL MEDIA
PUBLISHING DINING
TRAVEL &
SPORTS TECHNOLOGY TELECOM WIRELESS
LEISURE
12 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

16. Crosscuting is capable of at least 400
TM
unique, quantifiable brand profiles
13 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

17. Because culture moves and causes
movements we measure it and brands qrtly
14 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

18. Crosscut correlates culture to marketing
models simply without fuss
MARKETING CONSUMER MARKET SHAREHOLDER
PROGRAM MINDSET PERFORMANCE VALUE
INVESTMENT
 Product  Awareness  Price premium  Stock prices
 Communication  Associations  Price elasticities  P/E ratio
 Trade  Attitudes  Market share  Market cap
 Employee  Attachment  Expansion
 Other  Activity  Cost structure
 Profitability
CULTURE CULTURE CULTURE CULTURE
INSIGHT CONTEXT APPLICATION RELEVANCE
15 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

19. What is your business objective?
BRAND CHANNEL CONSUMER
ADVERTISING
POSITIONING SALES INSIGHT
NEW PRODUCT PORTFOLIO STRATEGIC
TECHNOLOGY
DESIGN MANAGEMENT PLANNING
16 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

20. 5 Questions:
 What culture dimension is driving your category?
 How are you leading in your business vertical?
 What is your speed to market for innovation?
 How do you determine what to innovate in your portfolio?
 Which brands are growing market share in your category?
17 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

21. How do you identify culture in your
business?
 Brand equity studies
 Brand health analysis
 Brand tracking
 Brand value regression
 Consumer segmentation
 Customer satisfaction
 Ethnography
 Forecast planning
 Marketing mix modeling
 ROI analysis
 Usage & Attitudes studies
18 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

22. Where can you use culture insights most?
Idea Product Manufacture Retail Communication Target
culture
19 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.

23. Thank you.
Lee “Chappy” Chapman, Principal
Chappy@crosscutadvisory.com
www.crosscutadvisory.com
TM
© 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.

24. Global Strategic Leadership Experience
20 © 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.