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W O R K P L A C E F U T U R E S THE CRYSTAL February 12 th , 2012

W O R K P L A C E F U T U R E S THE CRYSTAL February 12 th , 2012. With thanks to our sponsors. The Way Forward?. Dave Wilson CFM. Context:. Mythology. No Brand Confidence. “Brands matter because the B2B marketing communications world is characterized by numbing sameness ,

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W O R K P L A C E F U T U R E S THE CRYSTAL February 12 th , 2012

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  1. W O R K P L A C E F U T U R E S THE CRYSTAL February 12th, 2012 With thanks to our sponsors

  2. The Way Forward? Dave Wilson CFM

  3. Context:

  4. Mythology

  5. No Brand Confidence “Brands matter because the B2B marketing communications world is characterized by numbing sameness, commoditizedfeature wars, and laundry lists of product benefits. In other words, there is a sea of noise, parity, clutter and dullness” - Kevin Randall, brandchannel.com

  6. Inconsistency of Industry and Profession

  7. Competitive Tendering

  8. Summary: No Value Proposition

  9. Some possible solutions:

  10. Be Brave with Brands

  11. Adopt Standards

  12. Replace Tendering with Benchmarking

  13. Restate the industry proposition

  14. If we don’t change …

  15. Nothing lasts forever…

  16. Or to put it another way …

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