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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.

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Breaking the rules is the new rule.


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    1. Breaking the rules is the new rule. Bernd M. Michael April 28, 2007

    2. If the rules are changing,the education has to change.

    3. How??

    4. 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“ .

    5. 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.

    6. Bob Garfield: The Chaos Scenario

    7. Which changes on our clients‘ side will drive us in the future?

    8. 1 • The trend from • Mono to Umbrella branding

    9. Umbrella brands reduce complexity Anzahl der Marken Umsatz-Anteile 1200 Marken 10 % 90 % 400 Marken Quelle: Advertising Age 01.2000

    10. Mono Brand Strategy ? Holding Brand Company Brand Körperpflege, Haushalts- und Textilpflege Parfüm & Kosmetik Nahrungsmittel (Tiefkühl) Nahrungs-mittel Product Brand

    11. Umbrella Brand Strategy ? Holding Brand Company Brand Product Brand

    12. 2 • The Marketing-Controller • becomes the boss. • ROI Marketing • dictates the Media-Mix

    13. 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

    14. 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

    15. Old media? New Media? • It is not either or. • It is both.

    16. Media Agencies • go for leadership • in strategic • brand planning

    17. 3. The Hourglass Theory

    18. The new consumer There are two worlds in each of us : &

    19. 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

    20. The middle shrinks Lust-Brands Lust-Brands IndulgenceShopping Lust-Discounter Smart-Shopping Hard-Discounter Hard-Discounter

    21. Top? Bottom? • Or Both??

    22. 4 • Retailers take over branding.

    23. Spot Ikea … Waste

    24. Ikea Müll

    25. Stands out in each street

    26. 5 • Successful global brands • without advertising

    27. Outlook to brand leadership and communication

    28. 6 • When people no longer search the brand, • the brand • must go search the people.

    29. Pure entertainment : Red Bull Flight Day

    30. Coca-Cola Weihnachts-Truck Bild: www.Schwerlastfan.de

    31. Pepsi Beach

    32. 7 • RFID produces • the transparent consumer

    33. Monitor with In-store TV,linked to RFID-Tags of Pantene-Products Test RFID Smart Shelf/POS-TV Source: Storechecks

    34. RFID provides superior knowledge about the consumer. • Retailers know faster and better what people want.

    35. Shopper Marketing : The new intelligent partnershipbetween Manufacturers and retailers

    36. 8 • ‚Lean forward‘ instead of ‚Lean back‘ • Everything ‚On Demand‘

    37. Brands become a 24h event

    38. Pretty Woman

    39. Pretty Woman

    40. Evening dress 349.– EUR Size. 8-16 immediately available

    41. 349,00 bmm@grey.de

    42. Modellansicht Modische Pumps für Damen Modische Accessoires - Taschen Modische Accessoires - Schmuck

    43. 19.15h The Opera can begin …