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The fifteen years since the launch of Napster have eviscerated what we once knew as the music industry. In the face of this free-fall, innovators within the music industry have had to re-think every aspect of their approach to marketing strategy.

The scary truth that every business executive must acknowledge is that any industry can be swiftly and devastatingly Napster-ed.

In this session, we will examine the how the re-invention of the music industry can inspire any industry to stay ahead of their Napster. With specific case examples and tangible tools, this session will both illuminate new ways of thinking and give attendees pragmatic ways of immediately applying this new thinking to their companies.

Topics to be covered include:
· Pharrell’s “Happy" and How to Design Hit Brand Experiences
· Avicii, Aloe Blacc, and The Age of Liquid Expectations
· Beats by Dre, Emily Dickinson, and the End of the Consumer Insight as We Know It

The session will be led by John Greene, whose nearly 20 year career has been inspired by how creativity and commerce can combine to create transformational business results. As Senior Partner and Chief Strategy Officer at Translation, John leads all strategic efforts and co-manages one of the fastest-growing and most influential marketing agencies in the country. With services that range from strategic consulting to advertising to new product development, Translation has been dubbed “The McKinsey of pop culture” by Businessweek. An alumnus of Kellogg’s EMP 70, John looks forward to an afternoon of provocative discussion and far more hip-hop references than have ever graced a Kellogg classroom.

The fifteen years since the launch of Napster have eviscerated what we once knew as the music industry. In the face of this free-fall, innovators within the music industry have had to re-think every aspect of their approach to marketing strategy.

The scary truth that every business executive must acknowledge is that any industry can be swiftly and devastatingly Napster-ed.

In this session, we will examine the how the re-invention of the music industry can inspire any industry to stay ahead of their Napster. With specific case examples and tangible tools, this session will both illuminate new ways of thinking and give attendees pragmatic ways of immediately applying this new thinking to their companies.

Topics to be covered include:
· Pharrell’s “Happy" and How to Design Hit Brand Experiences
· Avicii, Aloe Blacc, and The Age of Liquid Expectations
· Beats by Dre, Emily Dickinson, and the End of the Consumer Insight as We Know It

The session will be led by John Greene, whose nearly 20 year career has been inspired by how creativity and commerce can combine to create transformational business results. As Senior Partner and Chief Strategy Officer at Translation, John leads all strategic efforts and co-manages one of the fastest-growing and most influential marketing agencies in the country. With services that range from strategic consulting to advertising to new product development, Translation has been dubbed “The McKinsey of pop culture” by Businessweek. An alumnus of Kellogg’s EMP 70, John looks forward to an afternoon of provocative discussion and far more hip-hop references than have ever graced a Kellogg classroom.

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Kellogg miami slideshare

  1. 1. How the Re-Invention of the Music Industry Can Inspire New Approaches to Marketing Strategy John Greene Kellogg School of Management September 14, 2014
  2. 2. Hello.
  3. 3. I believe the future of marketing innovation can be inspired by the re-invention of the music industry.
  4. 4. You want me to apply lessons learned from the music industry?!?
  5. 5. Sometimes, re-invention happens only when there is no other option.
  6. 6. “For years, the record labels had a business model that was consistent and single-minded: (1) bundle together a dozen songs on a CD, (2) ship the discs out to retailers, and (3) collect money. “
  7. 7. And then, suddenly, music could no longer be sold like cereal.
  8. 8. The scary news: Every industry has a Napster.
  9. 9. The better news: You can be the Napster.
  10. 10. Through a decade of collapse, innovators within the music industry have had to re-invent their approach to everything.
  11. 11. And the re-invention in the music industry illuminates new ways of looking at three fundamental questions that can help any industry stay ahead of their Napster. What do we really sell? Who are our true competitors? How do we inspire our customers?
  12. 12. TODAY’S AGENDA What do we really sell? Who are our true competitors? How do we inspire our customers? Pharrell’s “Happy" and How to Design Hit Brand Experiences Avicii, Aloe Blacc, and The Age of Liquid Expectations Beats by Dre, Emily Dickinson, and the End of Insights
  13. 13. #1: What do we really sell? Pharrell’s “Happy” and How to Design Hit Brand Experiences
  14. 14. #1: What do we really sell?
  15. 15. “We rent DVDs.”
  16. 16. “We sell film.”
  17. 17. “We sell newspapers.”
  18. 18. Products in any industry can be quickly and devastatingly Napster-ed.
  19. 19. “Customers don’t buy hammers. They buy a beautifully hung picture on their wall.”
  20. 20. $0.05 $5.00
  21. 21. Shift #1: Products Experiences
  22. 22. “In the past, people would tour to sell their albums; today they put out albums to promote their tours. The pendulum has swung.” - Guy Oseary, Madonna’s manager
  23. 23. It turns out that a hefty number of “MDNA” albums weren’t sold the usual way. For every ticket sold online to Madonna’s upcoming shows, purchasers automatically receive a copy of “MDNA.” They get a link to a free purchase on ITunes, or they can send in their mailing address for a physical CD. It doesn’t matter if the concert ticket is $52 or $350.
  24. 24. "I foresee a marked deterioration in American music and musical taste, an interruption in the musical development of the country, and a host of other injuries to music in its artistic manifestations, by virtue -- or rather by vice -- of the multiplication of the various music-reproducing machines."... The player piano and the gramophone strip life from real, human, soulful live performances.” - John Philip Sousa, 1906 In partnership with McSweeny's, Beck's forthcoming Song Reader will be "an experiment in what the album can be at the end of 2012," there will be no CD, no LP, no mp3. Just the sheet music, ready to be performed by anyone willing.
  25. 25. What can Pharrell’s “Happy” teach us about designing contemporary brand experiences?
  26. 26. “We should consider every day lost on which we have not danced at least once.” - Friedrich Nietzsche Yes, that Nietzsche. That’s how powerful dance is.
  27. 27. “Danceable grooves have just the right amount of gaps or breaks in the beats. Your brain wants to fill in those gaps with body movement.” - Maria Witek, Arhaus University in Denmark
  28. 28. Witek says that people all over the world agreed on which drum patterns made them most want to dance: “Not the ones that have very little complexity and not the ones that had very, very high complexity… but the balance between predictability and complexity.”
  29. 29. Designing hit brand experiences: Molecules, Gaps, and the Right Amount of Surprise
  30. 30. Think of your brand experience as a molecule of experiences from your customer’s perspective.
  31. 31. The Challenge: Only 1 in 3 young adults between the ages 21-27 have ever tasted Budweiser.
  32. 32. You’re not selling liquid. You’re a catalyst for a social experience.
  33. 33. “Makers of Tomorrow” TV Spot Premieres During Olympics Opening Ceremony Celebrating the New Americana that is being created each and every day. Print Ads Made In Parties in Local Markets Teaser Video on Life + Times On-Premise Promotion Instagram Flag Mosaic 30 Artists Perform on 4 Stages Project 12 Local Brewery Feature Made In America Merchandise Live Mural Painting Over 1.3 Million Festival R/W/B Project for Young Artists Mobile App Live FanCam Live Streams MadeInAmericaFest.com Commemorative Budweiser Bottles Over 600 Million Earned PR Impressions Forthcoming Documentary from Ron Howard Proceeds to the United Way
  34. 34. “MAKERS OF TOMORROW” TVC 1500% increase in Budweiser Social Conversation TOTAL FESTIVAL ATTENDANCE 90,000+ TOTAL LIVE STREAMS 1,310,256 (Goal was 500,000) TOTAL MEDIA IMPRESSIONS Over 2 Billion NEW FACEBOOK FANS Over 1.19 Million (238% above goal) UNITED WAY DONATION $700,000 to Local Philadelphia Chapter Celebrating the New Americana that is being created each and every day.
  35. 35. From products to experiences Start with your mission. Design the molecule that includes everything your customers experience; not just those that you directly create/sell. Leave the right gaps for your customers to fill in on their own.
  36. 36. Exercise #1: Brand Molecule Start with your mission. Identify the core pillars of the customer experience. Array their product offering off of the pillars of the experience. Identify opportunities for product expansion: new audiences and need states where they have yet to scale off of the core pillars of the experience.
  37. 37. Start with the Mission
  38. 38. Identify the Core Pillars of Your Customer Experience (feel free to add more)
  39. 39. Scale Products off of Your Core Experiences (feel free to add more)
  40. 40. Identify New Audiences and Moments of Need (feel free to add more)
  41. 41. And, Importantly, Identify Opportunities for Growth What Other Consumer Markets Need to Have Movement Evolved? What are other ways to create products/revenue streams off of the core pillars of the customer experience? What Other Consumer Moments Need to Have Movement Evolved?
  42. 42. 15 Minute Team Exercise: My Take
  43. 43. Start with the Mission evolving the way the world moves
  44. 44. Identify the Core Pillars of Your Customer Experience Real-Time Tracking evolving the way the world moves On-Demand Invisible Payments
  45. 45. Scale Products off of Your Core Experiences Real-Time Tracking evolving the way the world moves UberBlack On-Demand UberX Invisible Payments Uber Taxi Uber Rush
  46. 46. Identify New Audiences and Moments of Need evolving the way the world moves Uber Chopper UberBlack On-Demand UberX Uber Family Real-Time Tracking Invisible Payments Uber Taxi Uber Rush Whimsical Deliveries Ice Cream Delivery Kittens
  47. 47. And, Importantly, Identify Opportunities for Growth evolving the way the world moves Uber Chopper UberBlack On-Demand UberX Uber Family Real-Time Tracking Invisible Payments Uber Taxi Uber Rush Whimsical Deliveries Ice Cream Delivery Kittens What Other Consumer Markets Need to Have Movement Evolved? Why Not License the Software Experience (eg, Amazon Cloud Storage)? What Other Consumer Moments Need to Have Movement Evolved?
  48. 48. #2: Who are our true competitors? Avicii, Aloe Blacc, and The Age of Liquid Expectations
  49. 49. “Avicii Unveils Bizarrely Twangy Mumford & Sons Reinvention During Ultra Set.” “EDM Superstar Avicii Makes a Kazoo-Heavy Kinda-Country Record.” “Hey, you got your bluegrass in my techno!”
  50. 50. #2: Who are our true competitors?
  51. 51. Business breeds us to be fighters.
  52. 52. Direct Competitors Original iPhone Launch
  53. 53. But often it’s not the competitor right in front of us that we should be most worried about.
  54. 54. Experiential Competitors
  55. 55. Experiential Competitors
  56. 56. Customer expectations are becoming increasingly liquid across every category.
  57. 57. Perceptual Competitors
  58. 58. Shift #2: Static Expectations Liquid Expectations
  59. 59. The Age of Liquid Expectations Direct They sell products that compete with ours. Experiential They sell experiences that replace ours. Perceptual They change the expectations our customers have for us.
  60. 60. Team Exercise #2: Liquid Expectations Direct Experiential Perceptual
  61. 61. Team Exercise #2 Direct What competitors sell products/ services that compete with Uber? Experiential What competitors offer experiences that are threatened by Uber? Perceptual How does Uber change the expectations that consumers have for brands in other industries?
  62. 62. Direct
  63. 63. Direct Experiential
  64. 64. Direct Experiential Perceptual
  65. 65. Team Exercise #2 My Take
  66. 66. Direct For Londoners and tourists alike, Wednesday was a headache-inducing travel day in the city. In a new show of solidarity and anger against the taxi app Uber, around 12,000 London cab drivers suspended their service and took to the streets.
  67. 67. Direct
  68. 68. Direct
  69. 69. Experiential "We get customer feedback everyday saying, 'Hey I just sold my car; I don't need to pay for parking at home or work.' Lets say that's $500 a month for both. We just saved them $6,000 a year. ... I think that's why so many people are using Uber and getting rid of their cars." - Travis Kalanick Direct
  70. 70. Direct Experiential Perceptual Uber has made payments invisible by making the entire checkout experience, well, invisible. Getting out of the taxicab is the equivalent of checking out of the taxi, with payment automatically triggered at that moment. The overall experience is predictable and hassle-free.
  71. 71. Direct Experiential Perceptual Uber has made payments invisible by making the entire checkout experience, well, invisible. Getting out of the taxicab is the equivalent of checking out of the taxi, with payment automatically triggered at that moment. The overall experience is predictable and hassle-free.
  72. 72. Direct Black car companies, taxi drivers, delivery companies Experiential The Auto Industry Perceptual Anyone who connects people to a service, anyone in the payments industry…
  73. 73. #3: How do we inspire our customers? Beats by Dre, Emily Dickinson, and the End of Insights as We Knew Them
  74. 74. What can a 19th Century poet teach us about how to inspire customers?
  75. 75. “Tell all the truth but tell it slant Success in Circuit lies Too bright for our infirm Delight The Truth's superb surprise As Lightning to the Children eased With explanation kind The Truth must dazzle gradually Or every man be blind – “ Emily Dickinson
  76. 76. “Tell all the truth… But tell it slant” Success in Circuit lies Too bright for our infirm Delight The Truth's superb surprise As Lightning to the Children eased With explanation kind The Truth must dazzle gradually Or every man be blind -- Emily Dickinson
  77. 77. “TELL ALL THE TRUTH… But tell it slant” Success in Circuit lies Too bright for our infirm Delight The Truth's superb surprise As Lightning to the Children eased With explanation kind The Truth must dazzle gradually Or every man be blind -- Emily Dickinson
  78. 78. REAL > ACCURATE
  79. 79. ACCURATE: Laps/Can has risen among passives, slowing raw/new growth for State Farm.
  80. 80. REAL: Too many people see insurance as more or less the same, so why not get a lower price. 90
  81. 81. 18 17 16 15 ACCURATE: Budweiser is losing market 14 13 12 11 10 share amongst their most important market segment. 21-­‐27 Years 28-­‐34 Years 35-­‐49 Years 50-­‐65 Years
  82. 82. REAL: Budweiser is a relic of Norman Rockwell’s Americana. 92
  83. 83. ACCURATE: Sales of the Big Mac have steadily slipped, especially among young adults.
  84. 84. REAL: Once a cultural icon, the Big Mac is invisible in plain sight.
  85. 85. “Tell all the truth… But tell it slant” Success in Circuit lies Too bright for our infirm Delight The Truth's superb surprise As Lightning to the Children eased With explanation kind The Truth must dazzle gradually Or every man be blind -- Emily Dickinson 95
  86. 86. If you had to choose, would you rather be interesting or right?
  87. 87. “If I were President of the United States, I would rather be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist– what journalist would rather be right than interesting?” - Malcolm Gladwell
  88. 88. TRUTH + SLANT
  89. 89. Insight Provocation “YOUR STUFF IS COVERED… BUT ARE YOU?” PEOPLE PROTECT YOU IN A WAY THAT A 1-800 NUMBER CANNOT
  90. 90. Insight Provocation “IT’S ONLY WEIRD IF IT DOESN’T WORK.” NFL FANS TRULY BELIEVE THEIR ACTIONS AFFECT THE OUTCOME OF A GAME
  91. 91. Insight Provocation “DON’T TRY TO OUT-THINK YOUR TASTE BUDS.” TRY AS YOU MAY, YOU CAN’T QUITE EXPLAIN WHY YOU LOVE A BIG MAC
  92. 92. Shift #3: Insights Provocations
  93. 93. "You listen to Apocalypse Now (on iPhone headphones), and the helicopter sounds like a mosquito." - Jimmy Iovine
  94. 94. Insight A generation missing out on audio fidelity. But that’s not the real story.
  95. 95. Insight Provocation A generation missing out on audio fidelity. It’s better to look good than sound good.
  96. 96. The Fidelity Era The Fashion Era (Insight) (Provocation)
  97. 97. What do we really sell? Who are our true competitors? How do we inspire our customers? Staying ahead of Your Napster Products Experiences Static Expectations Liquid Expectations Insights Provocations
  98. 98. Why the Apple/ Beats Deal Should Terrify CMOs from Every Industry
  99. 99. The Age of Liquid Expectations Direct Terrestrial Radio, What’s left of the CD industry, Spotify, etc. Experiential Where are you spending time now that Apple/Beats steals? Perceptual Why isn’t everything that I enjoy delivered with trusted, contextually-aware curation?
  100. 100. “The national TV Guide's first issue was released on April 3, 1953.” Why are you still watching TV that way?
  101. 101. “Music, we realized, sells everything but music.” - Troy Carter
  102. 102. How will you stay ahead of this Napster? + + +
  103. 103. Thank you. JohnGreene60614@gmail.com www.aboutjohngreene.com http://thennowsoon.wordpress.com

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