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© 2010 DetectiveMarketing.com
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2002 2009
© 2010 DetectiveMarketing.com
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What is ONE?
“It’s a consumer revolution – a demanding but liberating shift. The rise of this powerful consumer boss marks one of the most important milestones in the history of branding.”
A.G. LafleyCEO
The Procter & Gamble Company (Advertising Age75TH)
© 2010 DetectiveMarketing.com
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© 2010 DetectiveMarketing.com
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“We have empirical proof that today’s smart consumersees through hidden PR messages in the media.”
Professor Micael Dahlén Centre for Consumer Marketing Stockholm School of Economics
© 2010 DetectiveMarketing.com
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(www.politifact.com)
© 2010 DetectiveMarketing.com
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Brands vs. Media channel Barack Obama , Tommy Hilfiger och Diesel, iCoke. IKEA?
(tv.audi.com)
© 2010 DetectiveMarketing.com
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© 2010 DetectiveMarketing.com
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Survival instinct vs. social media Survival brands vs. social media
DNA evolution
© 2010 DetectiveMarketing.com
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© 2010 DetectiveMarketing.com
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© 2010 DetectiveMarketing.com
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Piano stairs
http://www.youtube.com/watch?v=2lXh2n0aPyw
© 2010 DetectiveMarketing.com
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Manpower Womanpower
© 2010 DetectiveMarketing.com
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(Designer: Joachim Nordwall, J.Nordwall Design)
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© 2010 DetectiveMarketing.com
© 2010 DetectiveMarketing.com
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Google AdWords into the off-line world Increase Google’s sales by a factor of 99%?
Downtown
© 2010 DetectiveMarketing.com
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“We do a lot of things but to build towns is not the focus we have right now, but if someone else would finance it we could think about it (as long as it is not our money).”
Global CEO Eric Schmidt Google Inc
© 2010 DetectiveMarketing.com 14
© 2010 DetectiveMarketing.com
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Internal- and external communicationOne ’fan tribe’ not two
Internal External
© 2010 DetectiveMarketing.com
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Museum vs. brands
© 2010 DetectiveMarketing.com
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1. Consumers/fans
3. Original brands
2. Competitors/copies/pirate brands/copy brands
© 2010 DetectiveMarketing.com
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ONE
© 2010 DetectiveMarketing.com
History Future
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© 2010 DetectiveMarketing.com
Focusing business strategySAS
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© 2010 DetectiveMarketing.com
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Move business forward and drag Top Management along with you!
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© 2010 DetectiveMarketing.com
© 2010 DetectiveMarketing.com
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THANkS!
www.DetectiveMarketing.com
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