frog Chief Marketing Officer Tim Leberecht's Keynote at Annual Congress of German Market Researchers (BVM) - Berlin - June 22, 2012

1. Sinnfabriken – Marken als Produzenten von Bedeutung
und Moral in der Überflussgesellschaft
Tim Leberecht

2. “Hyper-connectivity is the single most
important trend in the world today.“
Thomas Friedman

3. Transformation und die Moral von der
Geschichte

4. Disconnections

6. Microsoft KINECT
Ready to be hacked

7. Wertebasierte Kooperation
anstelle von “Alone Together”

8. “Market systems are justified not
because of efficiencies and profits,
but because humans are first and
foremost social and emotional
beings, and markets provide a
sympathetic community for social
exchange.”
Robert C. Solomon

9. “It’s the job of business
to make meaning,
not money.”
John Hagel

12. “In the old days, brands
wanted everybody to pay
attention to them.
Now brands need to pay
attention to everybody else.”
Umair Haque

13. Ihre Marke ist, was andere über Sie sagen,
wenn Sie nicht im gleichen Raum sind.

14. “Wired to care, wired to share.”

15. Crowdsourcing

16. Collaborative Consumption

17. Offenheit

18. “Create more value than you capture.”
Tim O’Reilly

22. 1. Disruption
2. Knappheit
3. Soziale Intelligenz
4. Transzendenz

23. 1. Disruption

31. Mash-up

32. Unvorsehbarkeit ist die neue Konsistenz.

33. Zufallsprinzip

34. Überraschung

35. Überraschung

36. “Our world is being dramatically
reshaped. The rules of the past no
longer apply. In the 21st century,
it's no longer what you do that
matters most but how you do it.”
Werte

37. Altruism-hack

38. Speed-meet

39. 2. Knappheit

41. Democratic exclusivity

42. Complexity
Democratic exclusivity

43. 3. Soziale Intelligenz

44. “Sensing”
Real-time Feedback
Constant Adaptation
Selbst-Organisation
Smarte Systeme

45. Adaptation

46. Super-flexibility

47. Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributed/social web
Tradeshows Community gatherings
Trademarks Goodwill
Push Pull
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboards/ads Customer service
Print collateral Apps
………. ……….

48. Anonymous
Hacks

50. Distributed presence

51. Random acts
of kindness

53. Social Shopping: Von
der Interaktion zur
Transaktion

54. Social Shopping: Von der Transaktion zur
Interaktion

56. 4. Transzendenz

57. Happiness

60. Microsoft KINECT

62. Von Effizienz zu Exzellenz zu Bedeutung

63. Zum Schluss

64. 1. Disruption
2. Knappheit
3. Soziale Intelligenz
4. Transzendenz

65. MISSION
[Transzendenz]
MARKETING
= THE MEANING OFFICE
Internal PRODUKT/SERVICE External
brandholders [Seltenheitswert] brandholders
GO-TO-MARKET
[Disruption]
COMMUNITY
[Soziale Intelligenz]
Real-time conversations
Micro-content
Open collaboration

66. Marketing with
Meaning
SMALL DRAMATIC SOCIAL CONVERSATIONAL PROVOCATIVE RESPONSIBLE
Micro Making sense Connecting Listening Making you think Doing good
Community
Customizable Cohesion Empathy Disruption Political
Belonging
Relevant Convergence Identity Adaptive Divergence Socially responsible
Actionable Morale Like-minded Changing messages Deconstruction Eco-friendly
Eye-to-eye Consistency Affinity Two-way Surprise Ethical
Direct Imagination New people Let go of control Shock Human rights
Status
Instant Entertainment Open Unexpected Values
Compassion
Accessible Cultural Fun Respect Unlikely Family
Sharable relevance Love Flow Challenging Nation
Atomized Characters Friendship Topical status quo Common Good
Suspense Hobbies Point-of-view Unique Earth
Comedy Fans Attention-grabbing
Tragedy Different
Identification In your face
Proprietary & Confidential. ©Aricent Group 2011 66

67. Traditionelle Marken Meaningful Brands
Prozess Prinzipien
Jahr/Quartal täglich
ROI Bedeutung
Kontrolle Permanente Krise
Konsistenz Zufall
Big Data Big Intuition
Schnelligkeit Real-time
Zentralisiertes Wissen Dezentralisiertes Wissen
Top-down Netzwerke
Go-to-market “Distributed presence”
Strategie Werte
Plan Aktivismus

68. Die Marken von morgen

69. Microsoft KINECT
Ready to be hacked

70. @timleberecht
tim.leberecht@frogdesign.com