Tension

•

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Yoni Kish

It's not a war of attention any more. Brands need something different

Business Wirtschaft & Finanzen

Men
more
frequently
require

to
be
reminded
than
informed
Samuel
Johnson

Now
let’s
look
at
trends

a
liEle
diﬀerently

First,
hun?ng
for
customers
anksy,
Trolley
hunters

Jesse
Desjardins,
100+
beau?ful
slides
from
Cannes
Lions
‘13

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.

1.
Tension
between

consumers’
own

contras?ng
needs

Expec?ng
corpora?ons
to
behave

responsibly
vs.
behaving
responsibly

as
a
consumer

3.
Tension
within
a
company
or

between
a
company
and
its
ecosystem

Tension
Choice
Low
High
And
Or
Focus
Alchemy
High

risk
Low

risk

More
and
more,
global
brands

need
to
prac?ce
alchemy

McWrap:

fast
vs.
real,

machined
vs.
fresh

Thank
you
Please
help
with
picture
credits

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The first key problem is the influence of social media on our lives. For a generation that likes to broadcast our “authentic” lifestyles, the way we portray ourselves on social media is shameful. We exaggerate. We edit our pictures. We even lie. Worst of all, we then compare ourselves to our friends’ and family’s posts on social media. This creates an unrealistic expectation of how we should and shouldn’t live our lives based off of how others portray the way that they are living theirs.

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Tension

1. Men more frequently require to be reminded than informed Samuel Johnson

2. We all know the trends

3. Health & wellness

4. Social responsibility/ Sustainability

6. Authen?city

7. Mobile

8. The ME genera?on

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

19.

20. Jesse Desjardins, 100+ beau?ful slides from Cannes Lions ‘13

21.

22.

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?

25. Everywhere, really

26. 3 typical ways

27. 1. Tension between consumers’ own contras?ng needs

28. Health vs. enjoyment

29. The product vs. how it’s produced

30. Expec?ng corpora?ons to behave responsibly vs. behaving responsibly as a consumer

31. 2. Cultural tensions

32. Work vs. life

33. Capitalism vs. equality

34. Business vs. society

35. Sharing vs. privacy

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?

40. Tension Choice Low High And Or

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

43.

44.

45. Tension Choice Low High And Or Focus Alchemy High risk Low risk

46.

47. Tension Choice Low High And Or Focus Alchemy High risk Low risk

48.

49.

50. More and more, global brands need to prac?ce alchemy

51. Tension Choice Low High And Or Focus Alchemy High risk Low risk

52.

53. McWrap: fast vs. real, machined vs. fresh

54.

55. There’s no aEen?on without tension

56. Thank you Please help with picture credits

Tension

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Tension