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Sinnfabriken – Marken als Produzenten von Moral und Bedeutung


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Sinnfabriken – Marken als Produzenten von Moral und Bedeutung

  1. 1. Sinnfabriken – Marken als Produzenten von Bedeutung und Moral in der Überflussgesellschaft Tim Leberecht
  2. 2. “Hyper-connectivity is the single most important trend in the world today.“ Thomas Friedman
  3. 3. Transformation und die Moral von der Geschichte
  4. 4. Disconnections
  5. 5. Microsoft KINECT Ready to be hacked
  6. 6. Wertebasierte Kooperation anstelle von “Alone Together”
  7. 7. “Market systems are justified not because of efficiencies and profits, but because humans are first and foremost social and emotional beings, and markets provide a sympathetic community for social exchange.” Robert C. Solomon
  8. 8. “It’s the job of business to make meaning, not money.” John Hagel
  9. 9. “In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.” Umair Haque
  10. 10. Ihre Marke ist, was andere über Sie sagen, wenn Sie nicht im gleichen Raum sind.
  11. 11. “Wired to care, wired to share.”
  12. 12. Crowdsourcing
  13. 13. Collaborative Consumption
  14. 14. Offenheit
  15. 15. “Create more value than you capture.” Tim O’Reilly
  16. 16. 1. Disruption 2. Knappheit 3. Soziale Intelligenz 4. Transzendenz
  17. 17. 1. Disruption
  18. 18. Mash-up
  19. 19. Unvorsehbarkeit ist die neue Konsistenz.
  20. 20. Zufallsprinzip
  21. 21. Überraschung
  22. 22. Überraschung
  23. 23. “Our world is being dramatically reshaped. The rules of the past no longer apply. In the 21st century, it's no longer what you do that matters most but how you do it.” Werte
  24. 24. Altruism-hack
  25. 25. Speed-meet
  26. 26. 2. Knappheit
  27. 27. Democratic exclusivity
  28. 28. Complexity Democratic exclusivity
  29. 29. 3. Soziale Intelligenz
  30. 30. “Sensing” Real-time Feedback Constant Adaptation Selbst-Organisation Smarte Systeme
  31. 31. Adaptation
  32. 32. Super-flexibility
  33. 33. Marketing Hardware Marketing Software Brand architecture Live brands Messages Conversations Sales brochures Endorsements Feature lists Expertise Destination sites Distributed/social web Tradeshows Community gatherings Trademarks Goodwill Push Pull Packaging Revelations Out-of-the-box Insights Status Experience Point-of-sale Point-of-views Closed Open-source Look and feel Interaction Direct mailing Connections Billboards/ads Customer service Print collateral Apps ………. ……….
  34. 34. Anonymous Hacks
  35. 35. Distributed presence
  36. 36. Random acts of kindness
  37. 37. Social Shopping: Von der Interaktion zur Transaktion
  38. 38. Social Shopping: Von der Transaktion zur Interaktion
  39. 39. 4. Transzendenz
  40. 40. Happiness
  41. 41. Microsoft KINECT
  42. 42. Von Effizienz zu Exzellenz zu Bedeutung
  43. 43. Zum Schluss
  44. 44. 1. Disruption 2. Knappheit 3. Soziale Intelligenz 4. Transzendenz
  45. 45. MISSION [Transzendenz] MARKETING = THE MEANING OFFICE Internal PRODUKT/SERVICE External brandholders [Seltenheitswert] brandholders GO-TO-MARKET [Disruption] COMMUNITY [Soziale Intelligenz] Real-time conversations Micro-content Open collaboration
  46. 46. Marketing with Meaning SMALL DRAMATIC SOCIAL CONVERSATIONAL PROVOCATIVE RESPONSIBLE Micro Making sense Connecting Listening Making you think Doing good Community Customizable Cohesion Empathy Disruption Political Belonging Relevant Convergence Identity Adaptive Divergence Socially responsible Actionable Morale Like-minded Changing messages Deconstruction Eco-friendly Eye-to-eye Consistency Affinity Two-way Surprise Ethical Direct Imagination New people Let go of control Shock Human rights Status Instant Entertainment Open Unexpected Values Compassion Accessible Cultural Fun Respect Unlikely Family Sharable relevance Love Flow Challenging Nation Atomized Characters Friendship Topical status quo Common Good Suspense Hobbies Point-of-view Unique Earth Comedy Fans Attention-grabbing Tragedy Different Identification In your face Proprietary & Confidential. ©Aricent Group 2011 66
  47. 47. Traditionelle Marken Meaningful Brands Prozess Prinzipien Jahr/Quartal täglich ROI Bedeutung Kontrolle Permanente Krise Konsistenz Zufall Big Data Big Intuition Schnelligkeit Real-time Zentralisiertes Wissen Dezentralisiertes Wissen Top-down Netzwerke Go-to-market “Distributed presence” Strategie Werte Plan Aktivismus
  48. 48. Die Marken von morgen
  49. 49. Microsoft KINECT Ready to be hacked
  50. 50. @timleberecht tim.leberecht@frogdesign.com