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Tendensdagen 2010 brand management in innovative companies oct12 10

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Sveriges Marknadsförbund
Sveriges Marknadsförbund
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Brand management in innovative companies The Chief Brand Officer's (CBO’s) role as change agent in innovative companies Cesare Avenia C BO – Chief Brand Officer Ericsson CEO – Ericsson Italy
The definition of marketing ,[object Object]
an all-communicating world Today: Close to 5 billion users In Q2 2010: 190 million new users In 5 years: 7 billion subscriptions
The ict revolution is changing the world
Redefining old processes… … and the way we do things New ICT applied to old processes Such as mobile payments
… inventing new processes Reengineering our current way of life, .. making us adapt to completely new customs AND, DISCOVERING NEW NEEDS…
50 billion connected devices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Everything will be connected Online homes Personal network Intelligent transport Smart utilities Industry & society Businesses Societies People ,[object Object],[object Object],[object Object],[object Object],[object Object],Drivers Enablers
innovation dynamics : why and when it’s the right time to jump to new paradigms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DRIVING CHANGE & INNOVATION HOW?
[object Object]
[object Object]
To make it happen: the people Company culture People engagement Ideas and creativity The vision for innovation The Framework/Process Nurture ideas & lead the change Create value for Customers & Company
A strong brand Image Message Promise
cornerstones A Chief Brand Officer (Brand driver in top management) A Brand Strategy
A CLEAR BRAND STRATEGY Living the brand Brand ambassadors Making it visible in all parts of the business Brand architecture
The definition of marketing ,[object Object]
Mahatma Gandhi said it best: “ If you want change, you must be the change. No excuses or apologies, no blaming governments or bureaucracies. Change is manifested by one person at a time, one choice at a time. It happens because we are willing to embrace a vision that is larger than our own self-interests.” What does it take?
 

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Tendensdagen 2010 brand management in innovative companies oct12 10

  • 1. Brand management in innovative companies The Chief Brand Officer's (CBO’s) role as change agent in innovative companies Cesare Avenia C BO – Chief Brand Officer Ericsson CEO – Ericsson Italy
  • 2.
  • 3. an all-communicating world Today: Close to 5 billion users In Q2 2010: 190 million new users In 5 years: 7 billion subscriptions
  • 4. The ict revolution is changing the world
  • 5. Redefining old processes… … and the way we do things New ICT applied to old processes Such as mobile payments
  • 6. … inventing new processes Reengineering our current way of life, .. making us adapt to completely new customs AND, DISCOVERING NEW NEEDS…
  • 7.
  • 8.
  • 9.
  • 10. DRIVING CHANGE & INNOVATION HOW?
  • 11.
  • 12.
  • 13. To make it happen: the people Company culture People engagement Ideas and creativity The vision for innovation The Framework/Process Nurture ideas & lead the change Create value for Customers & Company
  • 14. A strong brand Image Message Promise
  • 15. cornerstones A Chief Brand Officer (Brand driver in top management) A Brand Strategy
  • 16. A CLEAR BRAND STRATEGY Living the brand Brand ambassadors Making it visible in all parts of the business Brand architecture
  • 17.
  • 18. Mahatma Gandhi said it best: “ If you want change, you must be the change. No excuses or apologies, no blaming governments or bureaucracies. Change is manifested by one person at a time, one choice at a time. It happens because we are willing to embrace a vision that is larger than our own self-interests.” What does it take?
  • 19.