This is an updated version of previous presentations I've given on my Reciprocity Theory and the Purpose Economy. I dive into foundational human behavior, technological revolutions, socio-economic evolutions of the last fifty years, and what this means for marketers.
9. MASLOW’S HIERARCHY OF NEEDS
9
realizing personal
potential, self-
fulfillment, seeking
personal growth
and peak
experiences
achievement, mastery,
independence, status,
dominance, prestige,
self-respect, respect from
others
love and belongingness, friendship,
intimacy, affection and love – from
work group, family, friends, romantic
relationships
protection from elements, security, order, law,
stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Self-Actualization
10. MASLOW’S HIERARCHY OF NEEDS
10
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
– from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
11. MASLOW’S HIERARCHY OF NEEDS
11
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
– from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
12. MASLOW’S HIERARCHY OF NEEDS
12
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
– from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
75%
13. MASLOW’S HIERARCHY OF NEEDS
13
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
– from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
75%
50%
14. MASLOW’S HIERARCHY OF NEEDS
14
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
– from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
75%
50%
40%
15. MASLOW’S HIERARCHY OF NEEDS
15
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
– from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
75%
50%
40%
10% : 2 %
19. 19
Social technologies
disrupting industries and
structure of the workforce
Organizations reacting
with technology
solutions, not human
solutions
TECHNOLOGY-
CENTERED SOLUTIONS
TECHNOLOGY-
ENABLED BEHAVIOR
21. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
21
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
22. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
22
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
23. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
23
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment: The
Carnegie Bessemer steel plant opens in Pittsburgh, PA – 1875
24. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
24
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment: The
Carnegie Bessemer steel plant opens in Pittsburgh, PA – 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI –
1908
25. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
25
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment: The
Carnegie Bessemer steel plant opens in Pittsburgh, PA – 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI –
1908
5TH: Age of Information & Telecommunications |
Big Bang Moment: The Intel microprocessor is
announced in Santa Clara, CA – 1971
26. REVOLUTIONS FOLLOW A REOCCURRING SEQUENCE
26
Technological
Revolution
Financial
Bubble
CollapseGolden Age
Political
Unrest
27. 27
“A technological revolution can be defined as a
powerful and highly visible cluster of new and dynamic
technologies, products and industries, capable of
bringing about an upheaval in the whole fabric of the
economy and of propelling long-term upsurge of
development.”
-- Carlotta Perez
28. 28
“Each time around, what can be considered a ‘new
economy’ takes root where the old economy has been
faltering. But it is all achieved in a violent, wasteful and
painful manner...”
-- Carlotta Perez
29. 29
“…The new wealth that accumulates at one end is
often more than counterbalanced by the poverty that
spreads at the other end…It is certainly a broken
society, a two-faced world.”
-- Carlota Perez
30. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
30
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment: The
Carnegie Bessemer steel plant opens in Pittsburgh, PA – 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI –
1908
5TH: Age of Information & Telecommunications |
Big Bang Moment: The Intel microprocessor is
announced in Santa Clara, CA – 1971
The reoccurring revolutionary sequence
Technological
Revolution
Financial
Bubble
CollapseGolden Age
Political Unrest
31. AND, THE 6TH IS AROUND THE CORNER
31
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment: The
Carnegie Bessemer steel plant opens in Pittsburgh, PA – 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI –
1908
5TH: Age of Information & Telecommunications |
Big Bang Moment: The Intel microprocessor is
announced in Santa Clara, CA – 1971
The reoccurring revolutionary sequence
Technological
Revolution
Financial
Bubble
CollapseGolden Age
Political Unrest
6TH: Age of ? | Big Bang
Moment: TBD – 2021
32. AND, THE 6TH IS AROUND THE CORNER
32
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment: The
Carnegie Bessemer steel plant opens in Pittsburgh, PA – 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI –
1908
5TH: Age of Information & Telecommunications |
Big Bang Moment: The Intel microprocessor is
announced in Santa Clara, CA – 1971
The reoccurring revolutionary sequence
Technological
Revolution
Financial
Bubble
CollapseGolden Age
Political Unrest
6TH: Age of ? | Big Bang
Moment: TBD – 2021
33. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
33
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
today
35. THE 6 C’S OF SOCIAL NETWORKING
• Communications
• Connectedness
• Common Experience
• Content
• Commerce
• Cool Experiences (entertainment)
35
36. THE 6 C’S OF SOCIAL NETWORKING
• Communications
• Connectedness
• Common Experience
• Content
• Commerce
• Cool Experiences (entertainment)
36
37. THE 6 C’S OF SOCIAL NETWORKING
• Communications
• Connectedness
• Common Experience
• Content
• Commerce
• Cool Experiences (entertainment)
37
individual community
42. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
42
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
43. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
43
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
44. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
44
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
45. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
45
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
46. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
46
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
today
53. GLOBAL VIEW
• Internet Users
– <10% Y/Y growth and slowing
– Fastest growth in developing markets like India, Indonesia and Nigeria
• Smartphone Subscribers
– +20% strong growth though slowing
– Fastest growth in underpenetrated markets like China, India Brazil, Indonesia
– *Smartphones – +52% early stage rapid
unit growth
• Mobile Data Traffic
– +81% accelerating growth
– Video is a key, strong driver
53
67. THE TROUBLE WITH MILLENNIALS…
…is that their behavior and consumption habits may not be
“just a phase”
67
68. YOUNG ADULTS ARE INCREASINGLY LIKELY TO HAVE
LOWER INCOMES
• ~2.1M more twenty-somethings, and
• ~300K more thirty-somethings
• Lived with their parents in 2013 than did in
2007 – Even though many now employed
• Real median household incomes among 25
– 34 year olds dropped 8% between 2007 to
2012 (-7% for 35-44 year olds)
68
Young Adults Are Increasingly Likely to Have
Low Incomes
Change in 20-29 Year Old Population, 2003-13 (Millions)
69. STUDENT LOANS HAVE DRIVEN UP CONSUMER DEBT BURDENS
• Share of households aged 25-34 with
student loan debt increased 13% between
2001 to 2010 (from 26% to 39%)
– 16% of these have $50K+ student debt (more
than tripled from 5%)
• Average credit score for Fannie Mae-backed
mortgages rose from 694 to 751 between
2007 to 2013
– Scores for FHA loans rose from 640 to 693,
respectively
69
Student Loans Have Driven Up Consumer Debt
Burdens
Non-Housing Debt Balances (Trillions)
73. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
73
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
today
74. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
74
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
today
tech disruption
75. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
75
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
today
non-tech disruptiontech disruption
77. THERE’S A NEW DEFINITION OF FREEDOM AND STATUS
• Millennials are buying 2 million less cars per year – down 10% since 1985
• Global trend: “The percentage of young drivers was inversely related to the
availability of the Internet” – U. of Michigan Transportation Research Institute
77
78. THE GREAT SHIFT TO THE POST-CAPITALIST SOCIETY
• 1959 book Landmarks of Tomorrow described the rise of “knowledge work”
• Three decades later, Drucker became convinced that knowledge is a more
crucial economic resource than land, labor or financial assets, and that
• We were headed into a “post-capitalist society”
Knowledge > Value than Land, Labor or Financial Assets
78
83. THE FUTURE OF MARKETING
A ROADMAP FOR ADVERTISING AND PR
84. 84
“Because the purpose of business is to create a
customer, the business enterprise has two–and only
two–basic functions: marketing and innovation.”
-- Peter Drucker
85. TODAY’S BRANDS ARE SHARED
85
The brand’s passion and
reason for being. The shared
contribution to its community
The shared values, beliefs
and behaviors of the brand
and its stakeholders
PURPOSE
EXPERIENCE CULTURE
The touch points,
interactions and
moments shared
between the brand
and its stakeholders
86. C-SUITE IS SHIFTING FOCUS
86
Realize mobile devices, social networks and collaborative economy is creating new business models
Believe customers wield more influence on enterprise than the board; 2nd only to C-Suite
Biggest barrier to integrated digital and physical strategy is struggling to understand social media
Now 2nd only to CFO in terms of influence on the CEO
Moving from social monitoring + monetization to integrated customer experience + engagement
To get there: (1) Building data analytics to gain deep understanding of customers (2) Designing
rewarding customer experiences (3) Leveraging new technologies to deliver those experiences
Expects to play a critical role in enabling their organizations’ strategic vision
Customer insights and intelligence + customer experience management are top priorities
When partner with CMOs, enterprise is 76% more likely to outperform in revenue and profitability
ceo
cmo
cio
87. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
87
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
88. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
88
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
95. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
95
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
96. THE VALUE OF DESIGN
96
• 15 publicly traded companies
• Grew 299% since 2003 vs. 75% S&P
The Design Index
The Design Management Institute / Motiv Strategies
1. Apple
2. Coca-Cola
3. Ford
4. Herman-Miller
5. IBM
6. Intuit
7. Newell-Rubbermaid
8. Nike
9. Procter & Gamble
10. Starbucks
11. Starwood
12. Steelcase
13. Target
14. Walt Disney
15. Whirlpool
97. EIGHT WAYS THAT DESIGN IS HELPING THESE BRANDS WIN BIG
1. The Wow Factor
2. Brand Expression
3. Solving Unmet User Needs
4. Developing Better Customer Experiences
5. Rethinking Strategy
6. Hardware/Software Interaction
7. Market Expansion Through Persona Development and User Understanding
8. Cost Reduction
97
98. WELCOME TO THE EXPERIENCE ECONOMY
• Joseph Pine and James Gilmore introduced The
Experience Economy in 1998
• History of economic progress through the four
stage evolution of the birthday cake
1. Agrarian Economy mothers made cakes from
scratch
2. Industrial Economy moms paid for Betty
Crocker
3. Service Economy parents order the cake from
a bakery
4. Experience Economy parents “outsource” the
birthday event
98
99. FOUR REALMS OF AN EXPERIENCE
• Two Dimensions
– Participation (Passive/Active)
– Connection (Absorption/Immersion)
• Four Realms
– Entertainment
– Educational
– Escapist
– Esthetic
• Generally, the richest experiences find a sweet
spot incorporating aspects of all four realms
99
sweet
spot
100. 5 DESIGN PRINCIPLES OF THE EXPERIENCE ECONOMY
1. Theme the experience
2. Harmonize impressions with positive cues
3. Eliminate negative cues
4. Mix in memorabilia
5. Engage all five senses
100
sweet
spot
101. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
101
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
102. STORYTELLING: THE SCIENCE BEHIND THE ART
• Neuroeconomist, Paul Zak’s research
discovered “The Moral Molecule”, and
that
• Storytelling enables us to direct human
behavior by changing brain chemistry
through well-structured narratives
Tension synthesizes Cortisol
(focuses our attention)
+
Narrative synthesizes Oxytocin
(sense of empathy)
102
Act 3
CLIMAX
(turning point)
Act 2
COMPLICATION
(rising action)
Act 1
EXPOSITION
(inciting moment)
Act 4
REVERSAL
(falling action)
Act 5
DENOUEMENT
(moment of release)
FREYTAG’S PYRAMID
A simple storytelling structure that has worked for thousands of years
103. 103
“If business is about service to others, then business
itself is a virtue. You’re engaging in a virtuous activity
by serving the needs of somebody else. When you do
that, you’re serving the needs of your employees, of
your customers, you will induce oxytocin release and
they will want to reciprocate…”
-- Paul Zak
104. 104
“…In the old model: greed is good, the management
technique is lead with fear. In the new model: empower
individuals to be the best that they can be in an
organization with purpose, you’re going to lead with
love.”
-- Paul Zak
106. STORYTELLING AND THE VALUE OF CREATIVE CAMPAIGNS
The data tell us…
1. Creatively awarded campaigns are 12x more efficient
2. The greater level of creativity, the greater level of effectiveness
3. Creative campaigns are more reliable investments
4. Increasing the emotional response to a brand reduces its price sensitivity
106
107. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
107
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
108. BIG DATA AND ANALYTICS
2/3 OF DIGITAL UNIVERSE IS CONTENT CREATED BY CONSUMERS
108
109. FROM ACCOUNT PLANNING TO AUDIENCE PLANNING
109
Finds…
• Segmentation
• Media Consumption
• Consumer Preference
• Group Opinion
weeks — months
Finds…
• Audiences (Tribes)
• Engagement Behavior
• Affinities
• Sentiment & Reviews
days — weeksspeed to insight
Planning 1.0
PowellRule:
40<>70
Social
Quantitative
Qualitative
Qualitative
Quantitative
Social
resources Planning 2.0
resources
112. ARISTOTLE AND THE SECOND ROAD OF THOUGHT
112
ANALYTICS
“Where things cannot
be other than they are.”
Diagnoses the past
LOGIC
113. ARISTOTLE AND THE SECOND ROAD OF THOUGHT
113
ANALYTICS
“Where things cannot
be other than they are.”
Diagnoses the past
LOGIC
RHETORIC
“Where things can
be other than they are.”
Designs the future
INTUITION
114. BIG BANG MOMENTS AND DISCONTINUOUS INNOVATION
114
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment: The
Carnegie Bessemer steel plant opens in Pittsburgh, PA – 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI –
1908
5TH: Age of Information & Telecommunications |
Big Bang Moment: The Intel microprocessor is
announced in Santa Clara, CA – 1971
6TH: Age of ? | Big Bang
Moment: TBD – 2021
115. THE INTUITIVE LEAP OF FAITH
115
Incremental
Discontinuous
Intuitive Leap
P = 40<>70
118. A FRAMEWORK TO GUIDE YOU
118
COMPANY
What is the customer’s
empathetic need?
What drives their behavior?
What are the competitors in the
category doing?
What are the gaps that no one is
filling?
What can the brand deliver that
uniquely meets the customer
and category needs and
achieves the brand’s purpose?
The Opportunity
“The Big Idea”
The Story
119. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
119
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
120. I think we covered this point enough…
...except to say that...
120
124. 124
“Every few hundred years throughout Western history, a sharp
transformation has occurred…In a matter of decades, society
altogether rearranges itself – its worldview, its basic values, its
social and political structures, its arts, its key institutions. Fifty
years later a new world exists. And the people born into that
world cannot even imagine the world in which their grandparents
lived and into which their own parents were born. Our age is such
a period of transformation”
-- Peter Drucker