Strategy in a changing world
Transcript of Strategy in a changing world
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Rational Emotions Fame
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Communications strategy
nothing beats fame
passionate
betrayed
repressed
uninhibited
heart-broken
outraged
lonely
relief
elated
tender
agony
loathe
disgust
fear
insecure
panic
timid
defiant
lonely
jealous
courage
regret
guilt empathy
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larg
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Emotional campaigns
Rational campaigns £
ask the wrong questions
what is wrong with the category?
what are users deprived of?
what would we never do?
who do you not do for audience?
what is wrong with our brand?
be emotionally competitive
help blokes get ahead in the mating game
home of more thoughtful giving
solutions for a smarter planet
AXE JOHN LEWIS IBM
space to play business models
product design
adaptive content
promo mechanics
partner ships
s-commerce & more
SYSTEMS (PLATFORMS) Owned/earned media Systems for utility Engage, amplify Ongoing integration
STORIES (CAMPAIGNS) Paid media Drive awareness Recruit Create moments
Aud
ienc
e
Use
a creative value map