Download
1 / 26
E N D
1. Chapter 12 Power
2. The Power of New Ideas ! The Challenge of Change We’re going to review Chapter 12 - The Power of New Ideas.
Briefly, we’re going to cover “The Challenge of Change,” an underlying theme throughout the book -
And then how New Ideas are impacting each of the groupings in The Business of Brands.
We’ll look at New Products, that are creating new businesses and opportunities for Marketers
We’ll look at the New Agencies that are opening up in response to new opportunities.
We’ll look at New Media - including The Big One - the media that is changing everything - The Internet
And we’ll look at how some of these trends are affecting Marketing Services.
Finally, we’ll end up with some thoughts on New Ideas and You.We’re going to review Chapter 12 - The Power of New Ideas.
Briefly, we’re going to cover “The Challenge of Change,” an underlying theme throughout the book -
And then how New Ideas are impacting each of the groupings in The Business of Brands.
We’ll look at New Products, that are creating new businesses and opportunities for Marketers
We’ll look at the New Agencies that are opening up in response to new opportunities.
We’ll look at New Media - including The Big One - the media that is changing everything - The Internet
And we’ll look at how some of these trends are affecting Marketing Services.
Finally, we’ll end up with some thoughts on New Ideas and You.
3. The Challenge of Change The Speed of Change The Challenge of Change. Things are moving faster than ever. But what does this mean - “Evaluation accelerates change.” Think of our process - Planning, Implementation, and Evaluation. What does Evaluation usually do? It helps us discover a way to do it even better? And what does better usually mean? It means faster, cheaper, more efficiently, and so on. In one way or another, the result of evaluation is that you do it even better.
Well, what happens when you have an entire system working to do it better year after year. The system accelerates. That’s why you are seeing shorter and shorter cycles. Faster development cycles. Quicker success. Faster failure. And a work tempo that has accelerated.
There are other challenges -
With more speed and more competition and faster communication comes greater uncertainty. The more you know, the more you know you can’t know everything. So as we manage change, we have to factor in a certain amount of uncertainty and volatility. These are some of the new realities in the marketplace.
And with all that change there is resistance to change. Inertia. Companies have investments in doing things the old way. When you make a dramatic change, there can be losers as well as winners. But that’s the world we now work in - and if we’re going to win, we have to understand it. The Challenge of Change. Things are moving faster than ever. But what does this mean - “Evaluation accelerates change.” Think of our process - Planning, Implementation, and Evaluation. What does Evaluation usually do? It helps us discover a way to do it even better? And what does better usually mean? It means faster, cheaper, more efficiently, and so on. In one way or another, the result of evaluation is that you do it even better.
Well, what happens when you have an entire system working to do it better year after year. The system accelerates. That’s why you are seeing shorter and shorter cycles. Faster development cycles. Quicker success. Faster failure. And a work tempo that has accelerated.
There are other challenges -
With more speed and more competition and faster communication comes greater uncertainty. The more you know, the more you know you can’t know everything. So as we manage change, we have to factor in a certain amount of uncertainty and volatility. These are some of the new realities in the marketplace.
And with all that change there is resistance to change. Inertia. Companies have investments in doing things the old way. When you make a dramatic change, there can be losers as well as winners. But that’s the world we now work in - and if we’re going to win, we have to understand it.
4. The Challenge of Change Information
“PowerShift” There are more challenges.
The Challenge of managing Information. We know from PowerShift, that information is a larger and larger part of our economic activity - but the challenge to manage an increasing amount of consumer-generated information will increase as well.
Finally, with each new innovation comes “The Dilemma of Success.” The longer you are successful, the more likely factors will emerge to challenge that success. Nothing lasts forever, and, as things move faster, that challenge grows. Even when successful, you have to stay alert and challenge yourself.
This 3M ad does a good job of making the point - as 3M came up with new kinds of Scotch Tape, they often put their old tape out of business.
Finally, there’s There are more challenges.
The Challenge of managing Information. We know from PowerShift, that information is a larger and larger part of our economic activity - but the challenge to manage an increasing amount of consumer-generated information will increase as well.
Finally, with each new innovation comes “The Dilemma of Success.” The longer you are successful, the more likely factors will emerge to challenge that success. Nothing lasts forever, and, as things move faster, that challenge grows. Even when successful, you have to stay alert and challenge yourself.
This 3M ad does a good job of making the point - as 3M came up with new kinds of Scotch Tape, they often put their old tape out of business.
Finally, there’s
5. The Challenge of Change Information
“PowerShift” Individualization.
Some marketers think that “Personalization” will be the next P.
It’s the cookie on your browser - your mailbox, your phone number, and all the signals you send to the marketplace with your own preferences and purchase decisions.
You send a message to Hollywood each time you buy a movie ticket or rent a video - and, more and more, marketers are looking to shape their offerings to meet your needs - not just as a part of a group - but as an individual.
And that’s one of the Powerful New Ideas in the Marketplace – that, through computer technology, we really can have a huge economic system respond efficiently to individual needs.
It’s even changing “The Four P’s”…Individualization.
Some marketers think that “Personalization” will be the next P.
It’s the cookie on your browser - your mailbox, your phone number, and all the signals you send to the marketplace with your own preferences and purchase decisions.
You send a message to Hollywood each time you buy a movie ticket or rent a video - and, more and more, marketers are looking to shape their offerings to meet your needs - not just as a part of a group - but as an individual.
And that’s one of the Powerful New Ideas in the Marketplace – that, through computer technology, we really can have a huge economic system respond efficiently to individual needs.
It’s even changing “The Four P’s”…
6. The P’s vs. the C’s Four P’s By now, you all know the Four P’s of Product, Price, Place and Promotion.
Well, as Chapter 12 indicates, now there are also Four C’s.
Let’s review them.
Instead of focusing on product - the first C focuses on the Consumer - it’s consumer-centered.
Instead of looking at Price - the second C considers Cost - cost to the consumer in time spent or saved - cost in terms of what something is worth to them.
Third, the distribution consideration is no longer Place - but Convenience - how easy do we make it for the consumer to look at, try, and experience the product.
Finally, we don’t just Promote, we Communicate - that’s the fourth “C” and it reminds us that today it’s about building relationships with two-way communication.
And, when you think about it, the new Four C’s emerge from the Fifth P - People. When you are People-Centered, you look at the world differently than when you are Product-Centered. And that is the new trend in marketing.
Now let’s see how marketers are responding. By now, you all know the Four P’s of Product, Price, Place and Promotion.
Well, as Chapter 12 indicates, now there are also Four C’s.
Let’s review them.
Instead of focusing on product - the first C focuses on the Consumer - it’s consumer-centered.
Instead of looking at Price - the second C considers Cost - cost to the consumer in time spent or saved - cost in terms of what something is worth to them.
Third, the distribution consideration is no longer Place - but Convenience - how easy do we make it for the consumer to look at, try, and experience the product.
Finally, we don’t just Promote, we Communicate - that’s the fourth “C” and it reminds us that today it’s about building relationships with two-way communication.
And, when you think about it, the new Four C’s emerge from the Fifth P - People. When you are People-Centered, you look at the world differently than when you are Product-Centered. And that is the new trend in marketing.
Now let’s see how marketers are responding.
7. New Products: New Trends/Bad News Even when you’re successful, the road can be rough.
Think about “The Dilemma of Success.”
Some of the trends can be tough.
Your product category may no longer be growing.
Meanwhile, there are more alternatives to your product.
With everyone having less time, faster alternatives may also have new advantages.
And these are the things that Campbell’s Soup is having to wrestle with - working to keep their business vital by adding convenience and quality to their major lines of soups.
Look what they’re doing - “soup to go” - you don’t even add water.
And they’re even changing that good old reliable Tomato Soup.
Even when you’re already on top, it can be a challenge.Even when you’re successful, the road can be rough.
Think about “The Dilemma of Success.”
Some of the trends can be tough.
Your product category may no longer be growing.
Meanwhile, there are more alternatives to your product.
With everyone having less time, faster alternatives may also have new advantages.
And these are the things that Campbell’s Soup is having to wrestle with - working to keep their business vital by adding convenience and quality to their major lines of soups.
Look what they’re doing - “soup to go” - you don’t even add water.
And they’re even changing that good old reliable Tomato Soup.
Even when you’re already on top, it can be a challenge.
8. New Products: New Trends/Good News Then again, sometime the trends are full of good news.
There’s high growth in your category.
The market has a growing unique need and you have a unique way of filling it.
For example, if you have a product that saves time, most of today’s world wants some of it.
And those are some of the forces at work in the growth of PDA’s - Personal Digital Assistants - starting with the Palm, the increase in chip capacity and the development of PDA operating systems from Palm and others has resulted in an exciting and growing new category.
How many here have PDA’s?
How many want one?
But, when you do have a hot, growing category, you also have a lot of competition - like all these PDA wannabees.Then again, sometime the trends are full of good news.
There’s high growth in your category.
The market has a growing unique need and you have a unique way of filling it.
For example, if you have a product that saves time, most of today’s world wants some of it.
And those are some of the forces at work in the growth of PDA’s - Personal Digital Assistants - starting with the Palm, the increase in chip capacity and the development of PDA operating systems from Palm and others has resulted in an exciting and growing new category.
How many here have PDA’s?
How many want one?
But, when you do have a hot, growing category, you also have a lot of competition - like all these PDA wannabees.
9. New Products: And Those New Trends Create More New Trends … and New Products And - those new trends create more new trends - and new products.
For example - PDA Pants - Dockers and others are re-configuring fashion to meet our changing lifestyle.And - those new trends create more new trends - and new products.
For example - PDA Pants - Dockers and others are re-configuring fashion to meet our changing lifestyle.
10. New Agencies: Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian-American Agencies, like all businesses respond to the market - and even in a tough advertising market, there are new segments and target groups that offer an exciting new business opportunity for an agency that can specialize.
America’s growing Asian-American market has offered opportunities for people like Eliot Kang of Kang and Lee, now a division of Y&R and WPP.Agencies, like all businesses respond to the market - and even in a tough advertising market, there are new segments and target groups that offer an exciting new business opportunity for an agency that can specialize.
America’s growing Asian-American market has offered opportunities for people like Eliot Kang of Kang and Lee, now a division of Y&R and WPP.
11. New Agencies: Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian America’s growing Hispanic market is offering a range of opportunities. Melissa Lammers runs the Puerto Rico office of Y&R, which is the #1 agency in one of the 20 largest markets in the US.
Hispanic specialty agencies are not only growing coast to coast, but they are growing into other opportunities in the Caribbean, Mexico, and South America. And the US is becoming the home of some of the most important Hispanic marketing worldwide.
(Note: if there is a question about African-American agencies - their founding and growth occurred quite some time ago - in the 60s and 70s - some of this was covered in Chapter One.
The largest, Burrell, was recently purchased by Publicis. Today, most large mega-agency groups have specialists - including DDB/Omnicom, which has Spike Lee as the head of a special agency division.)America’s growing Hispanic market is offering a range of opportunities. Melissa Lammers runs the Puerto Rico office of Y&R, which is the #1 agency in one of the 20 largest markets in the US.
Hispanic specialty agencies are not only growing coast to coast, but they are growing into other opportunities in the Caribbean, Mexico, and South America. And the US is becoming the home of some of the most important Hispanic marketing worldwide.
(Note: if there is a question about African-American agencies - their founding and growth occurred quite some time ago - in the 60s and 70s - some of this was covered in Chapter One.
The largest, Burrell, was recently purchased by Publicis. Today, most large mega-agency groups have specialists - including DDB/Omnicom, which has Spike Lee as the head of a special agency division.)
12. New Agencies: Agencies, like all businesses, respond to the market.
New & Growing Segments
Asian Finally, High-Tech as grown its own segment of specialized agencies. They combine cutting-edge technical capabilities with the ability to meet marketers’ new needs in the areas of Web site design, interactive, and the whole range of marketing opportunities coming from today’s exploding technology.
One of the recent success stories was “The Hire” an Internet movie done for BMW.
One of the better known agencies is R/GA, y startled the traditional agency world by implementing a total redesign for United Airlines in an extremely short time frame using computer technology.
Their clients included Apple Computer, Levis, and more. They featured a large per-employee investment in technology - and their initial rise was meteoric.
It didn’t last, merging with another major consulting company to form MarchFirst, CKS, and many others in this field suffered reversals.
But, still, there are hundreds of agencies still in business, doing Web sites and other high-tech design work - agencies that didn’t exist ten years ago.
Finally, High-Tech as grown its own segment of specialized agencies. They combine cutting-edge technical capabilities with the ability to meet marketers’ new needs in the areas of Web site design, interactive, and the whole range of marketing opportunities coming from today’s exploding technology.
One of the recent success stories was “The Hire” an Internet movie done for BMW.
One of the better known agencies is R/GA, y startled the traditional agency world by implementing a total redesign for United Airlines in an extremely short time frame using computer technology.
Their clients included Apple Computer, Levis, and more. They featured a large per-employee investment in technology - and their initial rise was meteoric.
It didn’t last, merging with another major consulting company to form MarchFirst, CKS, and many others in this field suffered reversals.
But, still, there are hundreds of agencies still in business, doing Web sites and other high-tech design work - agencies that didn’t exist ten years ago.
13. New Media: New Target Segments Just like agencies, the media responds to the growth of new target segments - such as the growing Hispanic market in the US.
The magazine industry has responded with a range of titles. Spanish versions of magazines like Cosmopolitan and Men’s Health, and unique titles covering everything from sports to soap operas.
Latin-Pak, a direct mail firm targeting Hispanic families began delivering targeted direct mail and samples to Latino familes in California - and has grown into a leading Direct Mail service nationwide, specializing in this fast-growing consumer group.
The media is seeing growth opportunities worldwide
Just like agencies, the media responds to the growth of new target segments - such as the growing Hispanic market in the US.
The magazine industry has responded with a range of titles. Spanish versions of magazines like Cosmopolitan and Men’s Health, and unique titles covering everything from sports to soap operas.
Latin-Pak, a direct mail firm targeting Hispanic families began delivering targeted direct mail and samples to Latino familes in California - and has grown into a leading Direct Mail service nationwide, specializing in this fast-growing consumer group.
The media is seeing growth opportunities worldwide
14. New Media: New Target Segments Here, Red Square and the Kremlin are starting to look a bit different thanks to Rupert Murdoch’s News Corporation, which bought a majority interest in Russia’s largest outdoor company.
But THE Big New Medium is...Here, Red Square and the Kremlin are starting to look a bit different thanks to Rupert Murdoch’s News Corporation, which bought a majority interest in Russia’s largest outdoor company.
But THE Big New Medium is...
15. The Beginning…
1969 ARPAnet
1971 e-mail
1986 NSFNET
1987 UUNET
1991 HTML The Internet: The Internet.
Let’s briefly review how it all started - beginning in 1969 when the Defense Department commissioned an experimental network to support military research. ARPA stands for Advanced Research Projects Agency.
E-mail was invented way back in 1971
Other advances were the National Science Foundation enlarging the network, and with NSFNET, virtually anyone at a university could become an Internet user.
The first commercial provider was UUNET in 1987.
And, in 1991 Hypertext Markup Language - HTML was developed as a standard.The Internet.
Let’s briefly review how it all started - beginning in 1969 when the Defense Department commissioned an experimental network to support military research. ARPA stands for Advanced Research Projects Agency.
E-mail was invented way back in 1971
Other advances were the National Science Foundation enlarging the network, and with NSFNET, virtually anyone at a university could become an Internet user.
The first commercial provider was UUNET in 1987.
And, in 1991 Hypertext Markup Language - HTML was developed as a standard.
16. The Internet: The next major Internet advance was the development of Browsers and Web sites.
In 1993, Mosaic, the first Graphic User Interface - that’s GUI - for the Web was developed at the University of Illinois. Some of these developers went on to develop NetScape Navigator.
Suddenly Web sites made sense.
In 1993 there were 600 Web sites.
Just two years later, in 1995, there were 100,000.
That’s how fast change can happen.
(Two examples shown are for Campbell’s and Coke)
(Next Slide)
And in 1994, banner ads were born.
Wired Magazine’s site, HotWired, did it first.
And the Internet was ready to evolve into an advertising vehicle.
The next major Internet advance was the development of Browsers and Web sites.
In 1993, Mosaic, the first Graphic User Interface - that’s GUI - for the Web was developed at the University of Illinois. Some of these developers went on to develop NetScape Navigator.
Suddenly Web sites made sense.
In 1993 there were 600 Web sites.
Just two years later, in 1995, there were 100,000.
That’s how fast change can happen.
(Two examples shown are for Campbell’s and Coke)
(Next Slide)
And in 1994, banner ads were born.
Wired Magazine’s site, HotWired, did it first.
And the Internet was ready to evolve into an advertising vehicle.
17. The Internet: And in 1994, banner ads were born.
Wired Magazine’s site, HotWired, did it first.
And the Internet was ready to evolve into an advertising vehicle.And in 1994, banner ads were born.
Wired Magazine’s site, HotWired, did it first.
And the Internet was ready to evolve into an advertising vehicle.
18. Advertising Choices The Internet: As the Internet grew as an advertising medium, advertising choices grew.
There were portals, like AOL, and Yahoo.
Destination sites - like Google and Ask Jeeves
Micro sites that offer games and savings and specialized information, for those already interested in a brand or product grouping
And, of course, Banner Ads.As the Internet grew as an advertising medium, advertising choices grew.
There were portals, like AOL, and Yahoo.
Destination sites - like Google and Ask Jeeves
Micro sites that offer games and savings and specialized information, for those already interested in a brand or product grouping
And, of course, Banner Ads.
19. Three of the Big Issues: The Internet: Here are Three of the Big Issues facing Advertising and Marketing on the Internet.
First, “Click Through.” After some initially high “click-through” rates as consumers saw banner ads as a novelty, today, it’s just one more bit of advertising clutter - and rates have plummeted. Once as high as 20 to 30%, now they are below 1%. This is not terrible and unreasonable, after all, the coupons in your Sunday paper only have a redemption rate of between 1% and 2%, but it is forcing Internet-based marketers and advertisers to re-evaluate their business models.
e-mail Marketing, sometimes called “push,” is looked upon as a major opportunity for direct marketers. With the additional problems from 9-11, the Push to Push, could get even greater.
A related problem is “Spam.” Unsolicited e-mail sent to large numbers of people. Spam began in 1994, when two Arizona attorneys used it to solicit business - very successfully. Anyone know where the description of “Spam” came from? (Answer, a Monty Python routine in which the word Spam is said over and over again.)
Many people see e-mail as powering a Direct Revolution, in that it combines easy response, low delivery cost, and interactivity – which can power relationship building and technology based CRM (Customer Relationship Management) for Maximum LTV (Lifetime Value).
We’re also familiar with The “Dot.com Explosion.” You got to see it happen. We all got to see the advertising. And we all got to read about the Financial Disaster. Not every idea is a good idea. And many of the dot coms did not have a workable business model.
Still, many see e-mail powering a Relationship Revolution in direct. Here are Three of the Big Issues facing Advertising and Marketing on the Internet.
First, “Click Through.” After some initially high “click-through” rates as consumers saw banner ads as a novelty, today, it’s just one more bit of advertising clutter - and rates have plummeted. Once as high as 20 to 30%, now they are below 1%. This is not terrible and unreasonable, after all, the coupons in your Sunday paper only have a redemption rate of between 1% and 2%, but it is forcing Internet-based marketers and advertisers to re-evaluate their business models.
e-mail Marketing, sometimes called “push,” is looked upon as a major opportunity for direct marketers. With the additional problems from 9-11, the Push to Push, could get even greater.
A related problem is “Spam.” Unsolicited e-mail sent to large numbers of people. Spam began in 1994, when two Arizona attorneys used it to solicit business - very successfully. Anyone know where the description of “Spam” came from? (Answer, a Monty Python routine in which the word Spam is said over and over again.)
Many people see e-mail as powering a Direct Revolution, in that it combines easy response, low delivery cost, and interactivity – which can power relationship building and technology based CRM (Customer Relationship Management) for Maximum LTV (Lifetime Value).
We’re also familiar with The “Dot.com Explosion.” You got to see it happen. We all got to see the advertising. And we all got to read about the Financial Disaster. Not every idea is a good idea. And many of the dot coms did not have a workable business model.
Still, many see e-mail powering a Relationship Revolution in direct.
20. Bob Pittman Media Star The Internet: One of the revolutionaries in the world of media is Bob Pittman.
He began in radio - and as a young director of programming, he was hugely successful in his early 20s.
He moved onto TV - where he was exposed to a new idea that a number of people had tried – music videos.
Me made the idea work and started MTV, where he became CEO.
He had a number of other successful marketing jobs, including Six Flags, Time-Warner, and Century 21. At Century 21 he noticed that he was spending millions of dollars and only getting 3,000 leads a week. And then he went on AOL - and he received about 16,000 leads a week. Clearly, the Net could perform under the right circumstances.
He connected with Steve Case, and joined AOL.
Now, as AOL and Time-Warner merged, he is in charge of developing synergies and making new ideas work at this huge new media company.
Here are a few of his thoughts on marketing and the new media.One of the revolutionaries in the world of media is Bob Pittman.
He began in radio - and as a young director of programming, he was hugely successful in his early 20s.
He moved onto TV - where he was exposed to a new idea that a number of people had tried – music videos.
Me made the idea work and started MTV, where he became CEO.
He had a number of other successful marketing jobs, including Six Flags, Time-Warner, and Century 21. At Century 21 he noticed that he was spending millions of dollars and only getting 3,000 leads a week. And then he went on AOL - and he received about 16,000 leads a week. Clearly, the Net could perform under the right circumstances.
He connected with Steve Case, and joined AOL.
Now, as AOL and Time-Warner merged, he is in charge of developing synergies and making new ideas work at this huge new media company.
Here are a few of his thoughts on marketing and the new media.
21. Bob Pittman Says… The Internet: Here are some of the thoughts that Bob Pittman has about how the world is changing. (Read quotes - there are more on page 551.)
Media is changing - and so is Marketing Services…
Here are some of the thoughts that Bob Pittman has about how the world is changing. (Read quotes - there are more on page 551.)
Media is changing - and so is Marketing Services…
22. New Internet Brands The Internet: Here are some of the thoughts that Bob Pittman has about how the world is changing. (Read quotes - there are more on page 551.)
Media is changing - and so is Marketing Services…
Here are some of the thoughts that Bob Pittman has about how the world is changing. (Read quotes - there are more on page 551.)
Media is changing - and so is Marketing Services…
23. New Marketing Thinking: Account Planning (Agencies) There are New Ideas in Marketing Services, too.
Larry Light, the new Chief Marketing Officer at McDonald’s talks about the shift in their marketing communications - something he calls “brand journalism.” He wants his communication to be an ongoing dialogue with consumers, as opposed to pounding out a limited number of messages over and over. They will take in what he calls “four cultural languages” Sports, fashion, music, and entertainment. There is also a dramatic shift in the ad budget, out of traditional television into a wider variety of communication platforms.
One of the interesting growth areas is a product of the continuing shift to a consumer-driven perspective.
As companies become more and more marketing-driven, the drive to know more about their markets is critical. So you see important growth in this area. Two examples are the growth of Account Planning at advertising agencies - this is a very good book on account planning by Jon Steel, who was head of planning at Goodby Silverstein - the agency that does everything from “Got Milk?” to Louie the Lizard. The book is called “Truth Lies and Advertising.”
Marketers are also increasing their consumer focus. They call it Consumer Insight. One interesting aspect is a book about the use of ethnography and observation in retail environments. The book is called “Why We Buy.”There are New Ideas in Marketing Services, too.
Larry Light, the new Chief Marketing Officer at McDonald’s talks about the shift in their marketing communications - something he calls “brand journalism.” He wants his communication to be an ongoing dialogue with consumers, as opposed to pounding out a limited number of messages over and over. They will take in what he calls “four cultural languages” Sports, fashion, music, and entertainment. There is also a dramatic shift in the ad budget, out of traditional television into a wider variety of communication platforms.
One of the interesting growth areas is a product of the continuing shift to a consumer-driven perspective.
As companies become more and more marketing-driven, the drive to know more about their markets is critical. So you see important growth in this area. Two examples are the growth of Account Planning at advertising agencies - this is a very good book on account planning by Jon Steel, who was head of planning at Goodby Silverstein - the agency that does everything from “Got Milk?” to Louie the Lizard. The book is called “Truth Lies and Advertising.”
Marketers are also increasing their consumer focus. They call it Consumer Insight. One interesting aspect is a book about the use of ethnography and observation in retail environments. The book is called “Why We Buy.”
24. New Marketing Services: The Continuing Shift to a Consumer-Driven Perspective
DeeDee Gordon and “Cool Hunt” Marketers always want to know the next new idea - and there are even people who specialize in that. One was featured in your book – DeeDee Gordon, who puts together a report tracking trend-setting teens.
So marketers can find out, “not just what kids think, but what the cool kids think.”
And that leads into one of the most important aspects of new ideas – What do you think? (Next slide)Marketers always want to know the next new idea - and there are even people who specialize in that. One was featured in your book – DeeDee Gordon, who puts together a report tracking trend-setting teens.
So marketers can find out, “not just what kids think, but what the cool kids think.”
And that leads into one of the most important aspects of new ideas – What do you think? (Next slide)
25. New Ideas & You Which “Powershift” works for you? What do you think?
What’s your new idea?
Which “PowerShift” in the Business of Brands will you connect with?
Which new ideas, new companies, and new opportunities will touch your lives?
Will it be at a company finding new growth with new products and product improvements for growing markets.
Will it be one of the new agencies, springing up, or at an established agency working on an exciting new account.
Will it be for some “Hot” New Media, changing media, the Internet - it’s an area that feeds on new ideas.
Or in the area of marketing services - where PR, event marketing, sales promotion, and services no one has thought of yet, are helping to manage change.
What do you think?
What’s your new idea?
Which “PowerShift” in the Business of Brands will you connect with?
Which new ideas, new companies, and new opportunities will touch your lives?
Will it be at a company finding new growth with new products and product improvements for growing markets.
Will it be one of the new agencies, springing up, or at an established agency working on an exciting new account.
Will it be for some “Hot” New Media, changing media, the Internet - it’s an area that feeds on new ideas.
Or in the area of marketing services - where PR, event marketing, sales promotion, and services no one has thought of yet, are helping to manage change.
26. New Ideas & You Remember... Wherever it leads, remember…
Remember what Nobel-prize winning economist Paul Romer told us way back in Chapter One...
Ideas are a driving force in our economy
That’s the Power of New Ideas.
(Note - the next slide is questions - you can grab some from the instructor’s packet, make up some of your own, or focus the class on getting ready for the Final. If there are no questions, or you want to do something else, delete or change the last slide.)Wherever it leads, remember…
Remember what Nobel-prize winning economist Paul Romer told us way back in Chapter One...
Ideas are a driving force in our economy
That’s the Power of New Ideas.
(Note - the next slide is questions - you can grab some from the instructor’s packet, make up some of your own, or focus the class on getting ready for the Final. If there are no questions, or you want to do something else, delete or change the last slide.)
27. Questions: Note - this slide is for questions - you can grab some from the instructor’s packet, make up some of your own, or focus the class on getting ready for the Final.
If there are no questions, or you want to do something else, delete or change this slide.Note - this slide is for questions - you can grab some from the instructor’s packet, make up some of your own, or focus the class on getting ready for the Final.
If there are no questions, or you want to do something else, delete or change this slide.
