The Colonial Williamsburg Foundation Earned Media Coverage - September 19, 2013
Colonial Williamsburg 8 June 2000
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Transcript of Colonial Williamsburg 8 June 2000
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Colonial Williamsburg
8 June 2000
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Pentium III 800MHz: $42,893.00/#Hermes Scarf: $1,964.29
Saving Private Ryan on DVD: $874.75Mercedes-Benz: $18.98Hot-rolled steel: $0.19
Source: Fortune (3.20.00)
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Forget > Learn
“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.”
Dee Hock
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C.E.O. to
C.D.O.
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The [New] Ge Way
DYB.com
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“Change the rules before
somebody else does.”
Ralph Seferian, VP, Oracle
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Brand Inside
Brand Org!
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RR on “Assetless” [J.B.] Sara Lee
“The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available
with insights into the customer’s individual needs
and preferences.”
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Buzzsaw.com
Builders, Owners, Architects, Contractors, Suppliers
$4T industry
5,300 commercial bldg. projects’ specs on-line; +70 per day
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These are …
L.A.D.T.I.R.S.*
*Life-and-death-total-industry-reinvention-struggles
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Brand Inside
Brand Work!
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“Reward excellent failures. Punish
mediocre successes.”
Phil Daniels, Sydney exec
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“Every project we take on starts with a question:
How can we do what’s never been done
before?”Stuart Hornery, CEO, Lend Lease
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“Steve Ross had a wonderful philosophy: People get fired for
not making mistakes.”Bob Pittman
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The greatest dangerfor most of us
is not that our aim istoo high
and we miss it,but that it is
too lowand we reach it.
Michelangelo
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Characteristics of the “Also Rans”
“minimize risk” “respect the chain of command” “support the boss” “make budget”
Source: Fortune on “most admired global corporations” (10/26/98)
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Brand Inside
Brand Talent!
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Issue Y2K
The Great War for Talent!
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“Our business needs a massive transfusion of talent. And talent, I believe, is most likely to be found among non-conformists, dissenters and rebels.” David Ogilvy
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Talent = Brand
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Brand Outside
Context:
No “Commodities”!
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Quality Not Enough!
“While everything may be better, it is also increasingly
the same.”
Paul Goldberger on retail, “The Sameness of Things,” The New York Times
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“The ‘surplus society’ has a surplus of similar companies, employing similar
people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
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Brand Outside
Strategy 1:
Lead the Customer!
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“The customer is a rear view mirror, not a guide to the future.”
George Colony, Forrester Research
“If you worship at the throne of the voice of the customer, you’ll get only
incremental advances.”Joseph Morone, President, Bentley College
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Good = Bad/ 1 of 30,000
“We are crazy. We should do something when people say it is
‘crazy.’ If people say something is ‘good’, it
means someone else is already doing it.”
Hajime Mitarai, Canon
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Brand Outside
Strategy 2:
Use E-Commerce
to Re-invent the Business!
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?????
$35,000,000.
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Dell’s Web sales … daily
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I-24 to 1-28: BizRate.com Online Shopping Index [Consumer Goods]
52 Weeks: +622%
Source: The Industry Standard/02-00
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Tomorrow Today: Cisco!
90% of $14.4B(Cisco Connection ONLINE)
Save $500M(service and tech support)
C.Sat e >> C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design ($1B “free” consulting)
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Service Call Center
$300.00 per transaction to $1.50
Savings: $550,000,000.00
Source: Ralph Seferian, Oracle [part of O’s $1B saving – on a rev. base of $9B; $1B addnl this year]
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Welcome to
D.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as
a business go down and
perceived service goes up because customers are conducting it
themselves.” Ray Lane, Oracle
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Shop in your Underwear
Source: SM’d logo for www.ae.comae = American Eagle Outfitters
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Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
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The Supply Side …
The Age of the ChoiceboardThe War of the Choiceboards
Source: Adrian Slywotzky, HBR 1-2/2000 [<1%]
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W.W. Grainger*
2X phone/fax
*$220B “MRO” market (per Business 2.0/02-00)
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“In the network economy, the Website becomes the company’s primary interface to the customer.
The user interface becomes the marketing materials, store front,
store interior, sales staff and post-sales support all rolled into one.”
Jakob Nielsen, Designing Web Usability
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“Most companies would do more business on the Internet if they
fired their entire marketing department and replaced it with
people who could produce interactive content that actually made it easier for users to buy.”
Jakob Nielsen, Nielsen Norman Group
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Red Herring (01/00)
75% of online shoppers don’t complete their
purchase!
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“Where does the Internet rank in priority?
It’s No. 1, 2, 3, and 4.” Jack Welch
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“It’s better to be first with less than last with more. Success on
the Web isn’t just about time to market, it’s also about
‘time to learning.’ ”
Jeff Levy, eHatchery
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Brand Outside
Strategy 3:
Women Rule!
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?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Bank Account … 89%
Health Care … 75%Etc.
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48% working wives > 50%80% checks
61% bills53% stock (mutual fund boom)
43% > $500K95% financial decisions/
29% single handed
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Women … 49% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare,
finances, education.
Source: Business Week (11-99)
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OPPORTUNITY
NO. 1!
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$3.3T + $1.5T = $4.8T*
* Larger than Japan!
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Most Under-reported story!
9M*/28M(1 of 4)/$3.6T [> Germany]
* 400K in ’72; 132% since ’92
Sources: NFWBO, Cognetics, Business Wire (030600)
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Read This Book …
EVEolution: The Eight Truths of Marketing to Women
Faith Popcorn & Lys Marigold
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EVEolution: Truth No. 1
Connecting Your Female Consumers to Each
Other Connects Them to Your Brand
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“The ‘Connection Proclivity’ in women starts early. When asked,
‘How was school today?’ a girl usually tells her mother every
detail of what happened, while a boy might grunt, ‘Fine.’ ”
EVEolution
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Weight Watchers International “Model”
“What if ExxonMobil or Shell dipped into their credit card database to help commuting women
interview and make a choice of car pool partners?”
“What if American Express made a concerted effort to connect up female empty-nesters
through on-line and off-line programs, geared to help women re-enter the workforce with today’s
skills?”
EVEolution
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The New New Jiffy Lube
“In the male mold, Jiffy Lube was going all out to deliver quick, efficient service. But, in the
female mold, women were being turned off by the ‘let’s get it fixed fast, no conversation
required” experience.”
New JL: “Control over her environment. Comfort in the service setting. Trust that her car
is being serviced properly. Respect for her intelligence and ability.”
EVEolution
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Brand Outside
Strategy 4:
Design Rules!
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All Equal Except …
“At Sony we assume that all products of our competitors have basically the same
technology, price, performance and
features. Design is the only thing that differentiates one product
from another in the marketplace.”
Norio Ohga
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Design as Soul
“We don’t have a good language to talk about this kind of thing. In most people’s
vocabularies, design means veneer. … But to me, nothing could be further from the
meaning of design. Design is the fundamental soul of a
man-made creation.”Steve Jobs
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Brand Outside
Strategy 5:
It’s the Experience!
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“Experiences are as distinct from services as services are from
goods.”Joseph Pine & James Gilmore, The
Experience Economy: Work Is Theater & Every Business a Stage
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“The [Starbucks] Fix” Is on …
“We have identified a ‘third place.’ And I really believe that sets us apart. The third place is
that place that’s not work or home. It’s the place our
customers come for refuge.”Nancy Orsolini, District Manager
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Safe, On Time and …
“We defined personality as a market niche. We seek to
amuse, to surprise, to entertain.”
Herb Kelleher, Main Man, LUV Airlines
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Experience: “Rebel Lifestyle!”
“What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid
of him.”
Harley exec, quoted in Results-based Leadership
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“Car designers need to create a story. Every car provides an
opportunity to create an adventure. …“The Prowler makes you smile. Why? Because it’s focused. It has a plot, a
reason for being, a passion.”
Freeman Thomas, co-designer VW Beetle; designer Audi TT
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Hmmmm(?): “Only” Words …
StoryAdventure
Smile Focus
PlotPassion
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Plot
Williams Sonoma = 6 [was 10]Crate & Barrel = 8
Sharper Image = 9+Smith & Hawken = 8+
Vermont Country Store = 8+L.L. Bean = 5 [was 9+]
Land’s End = 7+Colonial Williamsburg = ?
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Brand Outside
BRAND POWER!
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Brand Defined
Story/Plot Distinction/ExcellenceEmotional “Signature”
Trustworthiness=
Shorthand
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Brand It! Now, More Than Ever!
“The increasing difficulty in differentiating between products and
the speed with which competitors take
up innovations will assist in the rise and rise of the brand.”
Gillian Law and Nick Grant, Management [New Zealand]
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“What Matters to Online Buyers”*
#1: Product brand
#2: Retailer brand
*Source: Business 2.0
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No Room for Brands?
NikeSaturnCNN
America OnlineCharles Schwab
StarbucksThe Gap
IntelEtc.
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“Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and
diversity, choices become increasingly informed by belief. [Consumers] want to
know who is behind the products that they buy. They want to know the
company. They want to know what you think.”
Jesper Kunde, Corporate Religion
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“Corporate Religion is a completely new way of thinking about companies. Today, the product is still the main communication
highway in the company. When companies make the shift to selling solutions, brands and attitudes … communicating the company’s
attitudes and values becomes the decisive parameter for success. It
demands that you find out who you are as a company.”
Jesper Kunde, Corporate Religion
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Scott Bedbury/ Nike, Starbucks
“A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an
emotional connecting point that transcends the product.
“A Great Brand is a story that’s never completely told. A brand is a metaphorical story that
connects with something very deep - a fundamental appreciation of mythology. Stories
create the emotional context people need to locate themselves in a larger experience.”
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“Create a Cause, not a ‘business.’”
Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1:
Charles Schwab)
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Brand = You Must Care!
“Success means never letting the competition define you. Instead you have to define
yourself based on a point of view you care deeply about.”
Tom Chappell, Tom’s of Maine
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Brand = Special = Passion = Plot =
Compelling Mythology = Cause = Connection = Caring
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“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion.
Imagination, myth, ritual - the language of emotion - will affect everything from our purchasing decisions
to how we work with others. Companies will thrive on the basis of their stories and
myths. Companies will need to understand that their products are less important than their stories.”
Rolf Jensen, Copenhagen Institute for Future Studies
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“In the funky village, real competition no longer revolves
around marketshare. We are competing for attention –
mindshare and heartshare.”Kjell Nordstrom and Jonas Ridderstrale,
Funky Business
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Rules of “Radical Marketing”
Love + Respect Your Customers!Hire only Passionate Missionaries!Create a Community of Customers!
Celebrate Craziness!Be insanely True to the Brand!
Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)
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Brand Leadership
Passion Rules!
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Ann Richards’ Dogma
Show up!
Know your message!
PUT YOURSELF AT RISK EVERY DAY!