Breaking the rules is the new rule. Bernd M. Michael April 28, 2007. If the rules are changing, the education has to change. How??. Change in. While we teach the rules, we have to teach how to break them. While we teach discipline, we have to encourage guts.
Breaking the rules is the new rule. Bernd M. Michael April 28, 2007
Change in • While we teach the rules, • we have to teach how to break them. • While we teach discipline, • we have to encourage guts. • While we teach specialists, • they have to think like generalists, too. • We have to teach that „thinkable“ • must definitely be „feasible“ .
Change in • It is not learning first and then business. • It is life time learning while doing business. • We have to teach that change is not stress. • But fun. • 7. Only if we stay ahead of our well-educated clients, • we are worth our money.
1 • The trend from • Mono to Umbrella branding
Umbrella brands reduce complexity Anzahl der Marken Umsatz-Anteile 1200 Marken 10 % 90 % 400 Marken Quelle: Advertising Age 01.2000
Mono Brand Strategy ? Holding Brand Company Brand Körperpflege, Haushalts- und Textilpflege Parfüm & Kosmetik Nahrungsmittel (Tiefkühl) Nahrungs-mittel Product Brand
Umbrella Brand Strategy ? Holding Brand Company Brand Product Brand
2 • The Marketing-Controller • becomes the boss. • ROI Marketing • dictates the Media-Mix
The classical Role allocation Awareness From Mass-Communication to Basic-Acceptance Sympathy Sympathie Image-Profile Bekanntheit Image Trial Trial Individual-Communication to trigger purchase Buy Kauf Customer loyalty
The new ? Role allocation Awareness From Mass-Communication to Basic-Acceptance Sympathy Sympathie Image-Profile Bekanntheit Image Trial Trial Individual-Communication to trigger purchase Buy Kauf Customer loyalty
Old media? New Media? • It is not either or. • It is both.
Media Agencies • go for leadership • in strategic • brand planning
3. The Hourglass Theory
The new consumer There are two worlds in each of us : &
The unpredictable client In Milan: purchase of a reduced hand bag for 590 Euro Lunch for 160 Euro for 19 Euro flight back to Brussels • 19 Euro flight to Milano
The middle shrinks Lust-Brands Lust-Brands IndulgenceShopping Lust-Discounter Smart-Shopping Hard-Discounter Hard-Discounter
Top? Bottom? • Or Both??
4 • Retailers take over branding.
5 • Successful global brands • without advertising
6 • When people no longer search the brand, • the brand • must go search the people.
Coca-Cola Weihnachts-Truck Bild: www.Schwerlastfan.de
7 • RFID produces • the transparent consumer
Monitor with In-store TV,linked to RFID-Tags of Pantene-Products Test RFID Smart Shelf/POS-TV Source: Storechecks
RFID provides superior knowledge about the consumer. • Retailers know faster and better what people want.
Shopper Marketing : The new intelligent partnershipbetween Manufacturers and retailers
8 • ‚Lean forward‘ instead of ‚Lean back‘ • Everything ‚On Demand‘
Evening dress 349.– EUR Size. 8-16 immediately available
Modellansicht Modische Pumps für Damen Modische Accessoires - Taschen Modische Accessoires - Schmuck
19.15h The Opera can begin …