EMM EX P ERT
MAR KE TE R
MAGAZ I NE
Quarterly Magazine Q4 - 2012, Issue 0
Joeri van den Bergh Interview Author & Master Marketer, preview on his new book
“The Arab World Unbound”
TO D AY ' S R E A D E R S A R E TO M O R R O W ' S L E A D E R S
Tapping into the power of 350 million consumers.
Interview with Mary Bergstrom Author ‘All Eyes East’
New Trends in Marketing 2013
1
NEW STIMA MEMBERSHIP ADVANTAGE
CONTENT FOREWORD
PROLOGUE
INTRODUCT
MARC VAN DE PERRE
WARD VANDORPE
4
5
6
COLUMN
INTERVIEW
GROW STRATEG
GRANT LEBOFF
MARY BERGSTROM
BOOK REVI
20>21
22>23
CONSUMER BEHAVIOUR
INTERVIEW
LIZ CRAWFORD
38>43
44>45
BOOK REVIEWS
2
22>
MU RE
KURT FRE
46>
TION
INTERVIEW Column
BRANDING
EMM
JOERI VAN DEN BERGH
BOOK REVIEWS
6>7
8>11
12>19
Grant Leboff
WTH GIES
PETER FISK
>23
30>33
ARTICLE
EWS
UST EAD
34>37 ERICK DECKERS
NIER
COMMU NICATION
COLUMN
BOOK REVIEWS
>47
48>55
56>57
EPILOGUE/ACKNOWLEDGEMENTS/INDEXES 3
58>63
FOREWORD
MARC VAN DE PERRE Managing Partner Interface Marketing President STIMA, Belgium
Dear marketer and valued STIMA member, Welcome to this very ďŹ rst issue of Expert Marketer Magazine, a brand new quarterly magazine, packed with information on the latest ideas in marketing. This magazine is dedicated to our members and it ďŹ ts perfectly with our vision to share with you the most up to date and thought provoking knowledge about marketing. I wish you inspiring reading!
Marc Van de perre President STIMA
4
PROLOGUE
WARD VANDORPE Expert Marketer Magazine
We are very proud to present you the “0” issue of our new magazine EMM: Expert Marketer Magazine. Let’s call it the beta version. There may be areas you see that we can improve upon. We hope you will provide us the feedback so we can create the type of key resource you learn to rely on. Please provide your comments and suggestions to ward@expertmarketermagazine.com. We have some very exciting material in this first issue. We have a very insightful interview with Joeri Van den Bergh. In this interview, we preview his new book, a revision of his already successful book ‘How Cool Brands stay Hot’. In the beginning of this year, the book won our Marketing Book of The Year 2011 award. Just recently, the book was also awarded the 2012 Berry-AMA Book Prize for the best book in marketing. (Awarded by: Organization of the American Marketing Association Foundation (AMAF) The anticipated release date for the new book is March 2013. On pages 6 to 9 of the magazine, you can read the interesting preview. Other interview articles include a discussion with Mary Bergstrom (author of ‘All Eyes East’) on the Chinese youth and Liz Crawford (author of ‘The shopper economy’) on the emerging shadow economy made possible by technology. In this issue we have sections on branding, growth strategies, consumer behavior and communication. A recent selection of the best books with pre-reading material and thorough analysis in each section. We provide quotes on the subjects coming from industry experts Ron Adner, Martin Lindstrom, Laurence Capron and Steven Van Belleghem. Our columnists in this issue are Grant Leboff, who focuses on the changing face of information distribution and Erik Deckers , who discusses Content Marketing, the wave of the future. Last, but not least is an inspiring article on the new trends in marketing from the hand of Peter Fisk. Peter is a well-known business innovator, strategist, and marketer and he is the founder of the Genius Works.
Enjoy reading!
5
INTRODUCTION
EMM EXPERT
MARKETER
MAGAZINE
WHAT? EMM is a magazine about marketing books and marketing authors. It provides Vision, Knowledge and Wisdom in a handy digital magazine full of hyperlinks to more detailed information. EMM offers marketers all the right tools for them to select the right marketing book which is right for him/her at that moment of their specific need. Key components include: - Marketing Book reviews with free chapters, thorough analysis and presentations - Marketing authors columns, interviews, articles and quotes - Book Ordering made easy via hyperlinks to several online book stores
WHY? EMM strongly believes in reading the right professional book on a regular basis. These days , there’s a lot published for free on the internet but we believe that books, for which an author conducts a thorough investigation of often several years, is a profounder basis to develop one’s career. We see it this way: “Today’s Readers are Tomorrow’s Leaders.” Marketing is an evolving business and marketers should evolve with their discipline. Marketers know and admit they should read more but they don’t have time to read and certainly no time to figure out which are the right books, let alone purchase them.
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HOW IT WORKS? Leveraging the interactive beneďŹ ts of a digital magazine, every article, every page, every book,... links to more information on the website of EMM. EMM selects the best marketing books from the last quarter and is grouping these around general marketing themes such as branding, communications, consumer behaviour, pricing, ... Depending upon the offer of that quarter, the subjects are chosen for a respective magazine. The magazine is sold on an hoc basis (single issue) or in a subscription (single or multi-year options available). The key advantages to starting a subscription is the accessibility to far more data on the site as well as access to the EMM library. The EMM library provides an extensive selection of the best marketing books. It has a robust search engine function that enables you to search on various criteria the magazine uses to analyse every book that features in the magazine. Not only is the magazine interactive with the website, there’s also interactivity with the readers/ members: - Members can write and read reviews of featured books - Members can suggest new titles for o The magazine (should be max 3 months old since publications) o The EMM library (should be a MUST READ with a recommendation).
Try it out and step into the world of marketing wisdom.
7
INTERVIEW
JOERI VAN DEN BERGH Author ‘How Cool Brands stay hot’ Why are you doing an update of the “How Cool Brands
approaches to engage their customer’s interests, to
Stay Hot” book?
drive increased loyalty.
Though we have some really great stuff in the previous
We have seen and we discuss in the book the concept
book, a lot has changed in this area. We have seen
of crowd sources and how crowd sourcing is really a
the lifecycle of the content covered in this book was
method of innovation. To remain competitive, you
current really for about two years. It was time to look
really need to find new insights and create new
at the latest trends in what makes a brand “hot” (or
products that are specifically tailored, for these young
desirable).
(adult) consumers. We have seen in our research
We have seen that branding is even more relevant
that the Generation Y segment is more open to this
these days. If you look at the prospective customer
type of collaboration, especially compared to the
base for many of these brands, target audience
older consumers. We really explore how this has
characteristics are changing. By the time this new
evolved since our previous version of the book.
book gets released, (March 2013) most of the millennial (Generation Y) will be young adults. (They will be in
Do you have any examples of cases?
the age range of 17 – 32). Looking at it from a HR
Yes, in the book we review the Heineken “Club of
perspective, rather than as a marketer, a lot of people
the Future” case. This was a very interesting case
from this group could be part of your new employees.
that InSites Consulting worked out with Heineken.
From a marketer perspective, these individuals could
Heineken wanted to create a new nightclub that was
be your new (and main) consumer. Considering the
in-line with the brand image of Heineken. Heineken,
changing profile of this segment, we need to spend
up to this point, has had strong brand presence
the time to really understand this audience. We need
within the entertainment (music), sports (football)
to understand their unique interests, what motivates
and movies like “James Bond.” They were able to
them. So though the segment is Generation Y, in
create an extension of their brand that went beyond
the passage of time, we see there have been some
the traditional. The finished product in itself is quite
changes.
This audience is also going through
remarkable. But we also spend time looking at the
different life stages themselves. In this book, we not
whole process of how they initiated and executed
only look at what marketers should know about this
the process of developing this branding effect. The
segment, but also what are the expectations of this
designed club is a combination of branded interior
segment from the brands they select. This book is not
design, integrated video, audio, lights, TV and also
completely new. We address and build upon many of
packaging.
the key points we emphasized in the previous version
They started the whole process by recruiting young
of this book. One of the models we spoke of was the
designers from different parts of the world (Tokyo,
“crush model”. There are five chapters that address
Brazil,…).
each of these aspects. Some areas we see that have
designers had to pitch their ideas. Five were chosen.
grown in importance is the increased collaboration of
It was done via co-creation.
organizations with their consumers. Crowdsourcing
ongoing community created for several weeks. They
is explored in this book.
brought these Heineken Fans as part of their core
It is becoming so much
more important in the past some years.
8
Using their Facebook Fan Page, these There was also an
Related
design team. The collaborative team process lasted
to that, there is a new discussion on “gamification”
for five weeks. They established a virtual “clubbing”
of marketing. We explore how organizations work
environment within an online community. For an
to engage consumers.
interior design they leveraged a high percentage of
They have created various
“We look at what people are sharing on their social networks. You can capture and analyze information that’s already provided.” 9
INTERVIEW
their feedback by working with individuals from the Generation Y age group.
of their efforts in charity.
Topics that were looked
at during the design concept phase include the
There are many good branding cases in our book.
discussion of things like: What elements contribute
Just to tease you a little on some of the other case
to creating your perfect night out? What are some of
studies in the book, we have MasterCard, Esprit,
the challenges you face? What do you like or not like
55DSL, Mini,
about some of the places you go? What would you
and many many more. We actually conducted 24
like to see different.
interviews. Many of these interviewed were executive
As a result of the feedback from their surveys,
titles like CMO’S. We interviewed Renzo and Andrea
Heineken and team created a framework of the “6
Rosso (founder of Diesel and his son creative director
stages of the clubbing” scene.
We review this in
of 55DSL) I interviewed the CMO of Converse Geoff
Through the feedback of this
Cottrill. The first book helped us to speak to high
depth in the book.
State Farm Insurance, KFC. Durex
interactive team, recommendations of design styles
profile experts for this new book.
At Heineken we
were identified and provided for the designing phase.
spoke to the head of global design Mark Van Iterson.
The newly designed branded club was launched
We spoke to representatives from Intel, Microsoft
during the Furniture Fair in Milan. This branding effort
and eBay. We found in our studies that technology
was done in a way that the modules of the design can
brands continue to resonate with high importance.
be incorporated quickly in clubs throughout the world.
In the media space we interviewed representatives
We speak a lot about the newly branded design
from BBC. A lot of presentations / discussions were
of the club. Design elements include not only the
done in the US and Asia. We even looked at how the
surrounding areas (lounges, dance floors, etc.), the
Swedish Army was able to create a “cool” brand. For
costumes (uniforms) of the serving staff also include
our global audience, we include cases from multiple
design and color that emphasizes the brand. Even the
countries both in Europe and US.
trays carried by the staff are consistent in the brand. Heineken’s approach in revitalizing its brand, in itself,
There are several books on Generation Y and the
is quite remarkable. As you know we really look at
Chinese marketplace. Do you cover any of this in the
how brands can become “hot”. In this case, Heineken
book?
really managed to make their brand “cool” and fresh.
We do provide a section reviewing global marketing,
To further enhance the attractiveness of their brand,
but we do not spend a significant time here. We are
they also incorporated interactivity into the whole club
more focused on the “what makes a strong brand?”
drink ordering experience. They created an interactive
We do speak a bit about some research we did on
bar that’s quite innovative in its features. In the book
Russia and China. We saw, in these regions, that
we speak in depth to these additional integrated
there is much more emphasis on status. Over in
branding designs that have really elevated the whole
those countries, it appears that Millennials have some
brand experience at their clubs to a whole new level.
typical characteristics of the Western Generation X
Another really fascinating branding case we review in
while at the other hand they also inherited Gen
the book is: Luta Brazil. This is a martial arts studio
Y aspects such as technology and stimulation
for young people living in the favelas in Brazil. It was
addcition. This is especially the case as it relates to
originally designed as a simple martial arts school.
the importance “status”.
But something amazing happened to the brand.
10
When they build awareness on the charity activities
What fascinates you the most about the topics
they were doing, they saw that these initiatives really
covered in the book?
impacted the brand of the school. Kids all over the
The things we talk about in the book – branding,
place wanted to be associated with that school. Luta
engaging your audience in interactive communication,
Brazil, a simple school was able to elevate itself to
etc. is so important to marketers. We have seen that
become an international (commercial) brand. We
creating social and mobile marketing starts with the
review this in detail in our book. What we did observe
younger audience. We can’t emphasize enough that
is that the brand was significantly elevated as a result
you really need to understand this audience.
and research, we noticed it really seemed to be
How long did it take for you to do this book? The research was at least five months. interviews in 15 countries.
We did 24 different
a new trend. The concept came up repeatedly
We reached out to urban youths
during several of our conversations across different
in many of these different areas.
Results showed that many
characteristics were much more than a lifestyle.
countries. We noticed it was especially relevant when it came to our studies on the Generation Y segment. This is such a significant area that we found out Abercrombie and Fitch has created a chief officer to
What do you think of Neuro marketing? From a business perspective, it’s an expensive method.
As
specifically manage inclusiveness within their brand.
a researcher, I am more interested in observing than asking
They have created limited offers – not everyone
questions. People tend to answer how they think you want
can afford it. Apparently it really inspires activity
them to versus how they behave. Based on our experience, we
from the Generation Y segment.
believe observational research methods tend to be more accurate.
identified through our research that the Generation Y
Sometimes the methods used are too simplified.
Sometimes
segment is really motivated by brands that present
it is difficult to tell if it is positive or negative reaction to (brand)
the “human” side. Furthermore, the Generation Y
packaging. Because of the inability to determine the results, you
segment is especially motivated to purchase items
end up having to ask the questions of your participants to get
that are exclusive – not available to everyone.
their feedback. We see it this way, when you are asking and
As a result of this lesson learned from this
getting verbal feedback, you are no longer observing. You are
audience, we notice many more brands stress their
back to asking questions (thus the potential bias). This area is
inclusiveness rather than exclusiveness.
We have also
still challenged. It appears even the top Neuro specialists are still working on trying to get traction in this space. I do think this, like
Your previous book did quite well. What are your
most methods, provide added value.
thoughts on it? I was quite happy with the reviews and the reception
Looking at this a little more in depth, what do you mean by
for the book. I was happy, the publisher was happy
‘Observing versus Asking’?
about the way the book was received (yes, sales
We have several methods of conducting our research. We look
were good). We got a few awards which was also
at what people are sharing on their social networks. You can
quite nice.
capture and analyze information that’s already provided. InSites Consulting is a purely online organization. We may (virtually)
What do you think is the most important marketing
“follow” people for a month or six weeks. We ask parents to video
trend of the future?
record their children when they are playing or opening Christmas
I think engagement and consistency are quite
gifts . We may then ask the parents (moms) to comment on
important. I do cover some of these things in the
the videos. We look at what brands are present in those living
book. We need many more touch points than we
rooms. We spend time discussing those brands that we observe
had before. With more touch points, you get closer
on the video recordings. Research communities are the most
to the consumer.
often used methods by InSites Consulting.
We create online
even create a brand manual. Doing so, you have a
forums. Participants answer questions in the convenience of their
better chance of managing your brand and ensuring
schedules. They can put their thoughts online and discuss with
that you keep all those touch points consistent.
others. It’s a little more effective for us versus focus groups where you have moderators.
This observation method
tends to work quite well for us. Anything else you would like to discuss about this new book? We spent a bit of time looking at inclusiveness versus exclusiveness. This was not something that was originally part of the topics we were looking at during the interviews. Through our observation 11
You need consistency, perhaps
“
The key to marketing success in a collaborative world is
understanding that when success depends on partners (and this is almost always the case) marketers have to think beyond their end consumer - they need to create a path for bringing the rest of the ecosystem on board as well.
“
RON ADNER
author “The Wide Lens” 12
BRANDING In this section on branding, targeting and innovation we have 3 very different but interesting books. Clyde Fessler is a legend and the brand he rebuild and managed is more then a legend, it’s a myth... Harley Davidson, King of the road is a great story on how to build and maintain a powerful brand. A brand that sits in the hearts of it’s users. No need to develop brand advocates for Harley Davidson ; every proud owner IS an advocate. In the Lure of Luxe, Phillips Jordan opens up a new world of Luxe wich is completely different to the world of Luxe in the past. New consumers, new brands and new opportunities in a global perspective. Fascinated about fashion and curious about the world of luxury as a teenager, Phillips Jordan is breathing the lure of Luxe. Third book in this section is Leapfrogging from Soren Kaplan. Leapfrogging meaning ‘creating or doing something radically different that produces a significant leap forward’. Two core learnings in the book: 1. Embrace ‘Surprise’ (be honest, most business leaders hate and therefore avoid surprise and by doing this, they install a surprise-avoiding-company-culture) 2. The LEAPS process: Listen (also to yourself!), Explore (go outside!), Act (take small steps but keep taking them!), Persist (learn from failure!) and Seize (also the journey is fascinating!).
13
BRANDING
HOW HARLEY DAVIDSON BECAME KING OF THE ROAD Clyde Fessler
Triple Nickel Press 128 pages August 2012
WRITE R E A D
REVIEW
REVIEW
What happens when a company’s brand needs more than a face-lift? Author Clyde Fessler, former Harley-Davidson vice
Learn how the traction of turning negatives into
president of marketing and business development,
positives will help you gain powerful marketing
takes you along for a ride through a complete brand
momentum.
overhaul. By examining the core principles of brand identity, development, and extension, Fessler shows
Clyde Fessler, retired vice president of business
how these ideas—paired with his unique “problems
development for Harley-Davidson Motor Company,
are in the office, solutions are in the field” leadership
played an integral part in their dramatic turnaround.
style—helped reestablish Harley as one of the most
Clyde was truly one of the greatest leaders in Harley-
enduring and identifiable brands in the world.
Davidson’s history. He helped lead Harley-Davidson to its current position as one of the top 100 brands
14
In Rebuilding the Brand, you will:
in the world with market share leadership in virtually
Explore the six key components of building and
every customer segment. He always challenges
maintaining a powerful brand: brand experience,
conventional thinking and was a pioneer of the ‘’close
brand extension, brand association, brand consistency,
to the customer’’ philosophy of marketing. He lives
brand welfare, and brand team.
with the customer and understands the customer
Discover the power of “turning left” when the
better than anyone. There is a lot of wisdom in
competition turns right and why breaking away from
Rebuilding the Brand. It should be required reading for
the pack will keep you at the center of customers’
any business school marketing class. --Jeff Merten,
attention.
Former Vice President and General Manager, North
American Sales, Harley-Davidson Motor Company
“Discover the power of turning left when the competition turns right
“
Clyde is a graduate of the University of Notre Dame. He served on the board of trustees for the American Motorcycle Association and the Motorcycle Safety Foundation. He also served as an active liaison between the Muscular Dystrophy Association and Harley-Davidson, a relationship that has generated over $70 million in donations since 1981. Clyde retired from Harley-Davidson in early 2002 and is now active as a marketing consultant and motivational speaker. He enjoys fulfilling his dreams by exploring the world on one of his four HarleyDavidson motorcycles with his wife, Joan.
KEYWORDS
BOOK PRESENTATION
BRANDING TARGETING
AUTHOR BIOGRAPHY
CONSUMER BEHAVIOR PRODUCT DEVELOPMENT
CONTENT TABLE
GROWTH STRATEGIES
BOOK CHAPTER
TARGET AUDIENCE FROM STUDENTS IN MARKETING TO VP MARKETING FOCUS ON CONSUMER GOODS B2C
GEOGRAPHICAL AREA RELEVANT ALL OVER THE WORLD ORIGIN EXAMPLES MAINLY US, EUROPE, DOWN UNDER
CONTENT INSPIRING & PRACTICAL LOT OF REAL LIFE EXAMPLES FUN AND ENTERTAINING TO READ 15
BUY
ONLINE
BRANDING
CLIMBING THE LUXURY CONSUMPTION PYRAMID Jordan Phillips
CreateSpace 256 pages July 2012 WRITE R E A D
REVIEW
BOOK PRESENTATION AUTHOR BIOGRAPHY CONTENT TABLE BOOK CHAPTER
BUY
ONLINE
16
REVIEW
The Lure of Luxe: Climbing the Luxury Consumption Pyramid
curiosity about the world of luxury on her first trip
provides an informative and entertaining perspective on luxury
to Monaco as a teenager. She holds a master’s
fashion brandmanagement.
degree in fashion marketing and management from the Ecole Supérieure des Arts et Techniques
In the past, an upgrade in status would have remained a
de la Mode (ESMOD) in Paris, and a bachelor’s
dream or just become the reality of a few. But today, upgrading
degree in journalism from California Polytechnic
socioeconomic status is commonplace, mostly in emerging
State University, San Luis Obispo. She has worked
markets. In the nineteenth century, self-appointed tastemaker of
for various marketing agencies, such as four years
New York society Ward McAllister claimed that four generations
as a public relations executive at international
were necessary to breed a gentleman. Today, due to rapid
communications giant Fleishman-Hillard, followed
wealth creation and accumulation, the digital revolution, and
by the position of vice president for a boutique
the relative ease and affordability of travel, the process of
destination marketing organization. She now resides
developing a level of taste that is deemed acceptable by high
in New York City with her husband and daughter.
society has been sped up dramatically.
“today, upgrading socioeconomic status is commonplace
“
KEYWORDS TARGETING BRANDING CONSUMER BEHAVIOUR PRODUCT DEVELOPMENT GROWTH STRATEGIES
TARGET AUDIENCE Luxury is relative at every level of society. While Michael Kors
FROM STUDENT IN MARKETING TO VP MARKETING
might be one woman’s Gap, the brand might be the ultimate
APPLICABLE TO CONSUMER GOODS
splurge for another woman. What marketers, retailers, and
B2C
the media tend to ignore is that very possibly describes the same woman, just in different phases of her life, geography, and socioeconomic status. The Lure of Luxe explores the
GEOGRAPHICAL AREA
metaphorical climb up the Luxury Consumption Pyramid, which
RELEVANT FOR USA, EUROPE, ASIA
determines how and why a client will spend. The book provides a new way to think about marketing to this elite segment, and offers best practices across a variety of marketing tactics. Jordan Phillips is the author of the luxury fashion brand management book “The Lure of Luxe: Climbing the Luxury Consumption Pyramid.” She is the founder and director of Lure of Luxe LLC, which provides content and consulting for the luxury fashion industry. She has been fascinated with fashion as long as she can remember, and she developed an intense 17
ORIGIN EXAMPLES MAINLY US, EUROPE, ASIA
CONTENT INSPIRING & PRACTICAL FUN AND ENTERTAINING TO READ
BRANDING
HARNESS THE POWER OF SURPRISE FOR BUSINESS BREAKTHROUGHS Soren Kaplan Berrett-Koehler WRITE R E A D
208 pages
REVIEW
REVIEW
August 2012
Today’s business climate demands breakthroughs, not incremental improvements. What makes one leader or company thrive while others languish in today’s fast-paced, ever-changing marketplace? There’s no doubt hard work is involved, but Soren Kaplan shows you can’t do it by simply creating a big vision and implementing a set plan. In his trailblazing debut, Kaplan gives business leaders the tools to do exactly what they’re taught to avoid: embrace surprise—the new key to business breakthroughs.
“messy” and elusive process of achieving business breakthroughs. Filled with real-world examples from innovators such as Gatorade, Intuit, Philips, Kimberly-Clark,
Colgate-Palmolive,
Instead of fighting against uncertainty, Kaplan reveals
and Etsy, Kaplan shows that any organization or
how to use it to break down limiting mindsets
business function can leapfrog. Using his LEAPS
and barriers to change the game. By highlighting
process (Listen, Explore, Act, Persist, and Seize),
specific ways to transform both good and bad
leaders learn to seek out, recognize, and respond
surprises
into
encourages by
unique
leaders ders
embracing
opportunities,
to
Kaplan
to surprising experiences and events as a way to create solutions that
compete
leap
counterintuitive
beyond
the
current
ideas, managing paradoxes,
ex expectations of customers,
and
pa partners, employees, the
even
welcoming lcoming
mark market, and the competition.
failure. This is thee key to
“leapfrogging”— g”—
creating or doing ng
Soren
the
author
of
Principal
at
radically
InnovationPoint LLC where wher he works with Philips,
different
that hat
a
is
Leapfrogging
new w
and
Kapla Kaplan
somet hing or
Managing
Dis Grundfos, Star Alliance, Disney, Medtronic, Visa, and
produces a significant leap forward.
others He led the inter others. internal strategy group at HP
Leapfrogging connects new research, unconventional
and is an Adjunct Professor within the Imagineering
strategies, and practical tools for navigating the
Academy at NHTV Breda University of Applied Sciences in The Netherlands.
18
OpenTable,
KEYWORDS
GEOGRAPHICAL AREA
INNOVATION
RELEVANT FOR USA & EUROPE
BRANDING
ORIGIN EXAMPLES MAINLY US & EUROPE
PRODUCT DEVELOPMENT GROWTH STRATEGIES LEADERSHIP
TARGET AUDIENCE
CONTENT
FROM BRAND MANAGER TO CEO
INSPIRING & PRACTICAL
APPLICABLE TO ALL GOODS & SERVICES
LAUNCHES NEW THEORY ABOUT MARKING
B2C & B2B
FUN AND ENTERTAINING TO READ
“learn to seek out, recognize, and respond to surprising experiences as a way to create solutions that leap beyond the current expectations of customers, partners, employees, the market, and the competition
“
19
BOOK PRESENTATION AUTHOR BIOGRAPHY CONTENT TABLE BOOK CHAPTER
BUY
ONLINE
COLUMN
GRANT LEBOFF author “Sticky Marketing”
20
THE CHANGING FACE OF INFORMATION DISTRIBUTION We used to live in a world where everyone knew the places to
The understanding that information distribution now
go for information. In the main, people would obtain their news
happens through conversation, rather than simply
from the same few newspapers, radio stations and TV channels.
publishing, opens up a couple of opportunities for
Specialist knowledge, whether in business to business or the
business.
consumer marketplace, would then be delivered through particular
Firstly, by monitoring the social web, with social
trade or consumer magazine titles.
media monitoring software, companies can really obtain an unparalleled understanding of what their
Relative to today, the world was a simple place to understand. In
customers and prospects like and think about their
this environment, information was received through publication.
market place and industry. This information is not
News, trends and events may be discussed around the coffee
based on ‘focus groups’ when people often say what
machine at work, around the family table at home or in the pub
they think they should say, rather than what they
with friends, but those who set the agenda were generally the
really feel. Rather, this knowledge is based on real
people who controlled the few media channels on which we all
actions and proper conversations taking place.
relied.
‘Sentiment Analysis’ is becoming big business. This is because it is proving to be more accurate than
However, as the web has gone social, it is changing the nature
any opinion polls. Whether it is the X factor final or
of the way information is discovered. We are living in a world,
the American Presidential Primaries, it is becoming
where increasingly information is not being disseminated through
possible to predict the outcomes of votes, with a high
publication but conversation.
degree of accuracy, just by monitoring the popular sentiment online. In fact, there are companies
21
Consider this: more and more breaking stories are first being
predicting things like the performance of stocks and
discovered, not through traditional news networks, but through
shares just by measuring sentiment on the social
platforms such as Twitter.
web.
Fashions, the latest music acts to discover, or the latest TV smash,
Secondly,
are no longer breaking simply because some ‘hip’ journalist has
disseminated
written a rave review in one of the industry ‘bibles’. Instead, people
affect the communications your business creates.
are discovering the latest music to which they should listen,
Companies must ask themselves why and how
the latest TV programme to watch or the latest fashion trends,
would people share the correspondence they are
through the sharing of information, and conversations taking place
posting. If there is no definitive answer to these
on platforms such as Facebook, Twitter, Pinterest, Google plus,
questions then businesses must re-evaluate the
YouTube, LinkedIn and others.
communications they are putting out. It could well
Of course, information is still ‘published’. By definition, posting a
be they are missing out on the biggest opportunity
video on YouTube, a new blog entry or adding a page to your website
that the digital platform provides.
is all ‘publishing’. It is the way that information is discovered that
Information has been democratised in a way
is changing. There is simply too much ‘stuff’ out there. We may,
never experienced in any previous generation. The
of course, have a few websites or blogs that we particularly like,
companies that understand this will be able to take
but so much of what gains our attention today is those videos,
full advantage in order to create better and more
articles and blogs that we discover through conversations and
sustainable businesses. Those that don’t, will find
recommendations by friends within our online networks.
themselves left behind.
if
we
know
through
that
information
conversation,
it
is
should
INTERVIEW
THE WORLD IS TILTING Mary Bergstrom Author of ‘All Eyes East’ What are the 5 biggest differences between the
broadcast a personal stake in a modern economy.
Chinese youth you describe in your book and the
This aspiration is not reserved for luxury brands alone
youth from ‘the West’?
however. In this environment, Häagen Dazs and
In many ways, Chinese youth are flocking to iPads
Starbucks repositioned themselves from FMCG (fast
and listening to Psy just like their counterparts all
moving consumer goods) brands to an accessible
over the world. But even though they may pick up
luxury. Still, while the business of luxury is important
brands and ideas from the outside, young people in
and has been given a lot of air time, it is not the only
China are distinctly Chinese—and wouldn’t have it
value people care about.
any other way. Reasons behind their unique attitudes and behaviors include: • Youth in China are by and large only children and
Lay’s potato chips, for example, has become China’s largest snack brand by building on the values of
as such are the focus of the family’s income and
traditional Chinese medicine. When the brand noticed
expectation for the future
that behaviors associated with TCM (traditional
• Born to parents of the Cultural Revolution, youth are
Chinese medicine) restricted sales in warm seasons,
their own role models for defining new values in work,
Lay’s dared to re-envision the product itself. Adding
individualism, and consumerism
a cooling line in flavors like lychee, blueberry, and
• With 40 million surplus bachelors, young Chinese
lemon iced tea, the brand moved away from its
are navigating new relationships and building new
global model to find a powerful and unique position
segments of single men, and women
in the local market.
• Because of rigid academic schedules, youth often do not have an opportunity to explore personal interests
Could you see the trends in China transferring to other
and hobbies until they are out of school
regions of the world now or in the near future?
• Chinese youth are digital mavens who spend more
Absolutely! Outsiders are used to thinking about China
time online, multi-task technologies, and depend on
as the world’s factory, but really China is pushing into
the Internet like no other group in the world
new territories faster than anyone. Young Chinese are reframing notions of loyalty (as consumers and as
What key lessons should companies in ‘the West’ take
employees) and putting themselves first. They are
from your book?
looking at entertainment, technology, and design
The population of young people (under the age of 30)
with a lens that will inspire youth in other parts of the
in China is nearing 500 million, but their appeal is
world to a kind of multi-faceted consumer-centricism
more than just a super-sized number. They are doing
that hasn’t been seen before.
more than buying. They are re-imagining how the
Ultimately, All Eyes East is about more than Chinese
world should work for them. Chinese youth are not
youth or understanding how a brand can align with a
looking to follow someone else’s culture codes. They
specific value, it is about re-imagining the future and
are creating their own rules and building new ideas
exploring your place in it.
that will inspire youth outside of China’s borders. It is said that Chinese entrepreneurs easily pick up
22
The impact for companies with luxury products is
new ideas / products from the West and make their
substantial but are there also key lessons for FMCG
own versions of it. How much more attractive are
(fast moving consumer goods) companies?
foreign brands to the young Chinese versus Chinese
Luxury brands hold a strong position because they
brands?
“Chinese youth are not looking to follow someone else’s culture codes” Living in a country without established consumer protections
According to you: what the most interesting and
and definitions of safety, consumers are attracted to products
inspiring case in your book?
from other countries and often willing to pay a premium for this
It is a special privilege to see and document the
security. To be successful, foreign brands need to consistently prove
development of the most important consumer
themselves and own their points of authenticity, differentiation,
audience of our time. All Eyes East is a token of my
and advantage.
appreciation and a means of sharing this privilege. I selected stories that would illustrate recent important
You wrote the book based on experiencing the changing trends in
shifts in youth’s beliefs about themselves and the
China. Any striking anecdotes you could share with our readers?
world and hand-picked interviewees based on what
China has reminded me that fluctuation is constant. Being here,
their experiences could
I have watched young friends fearlessly establish new careers
teach
each year. I’ve also shaken my head more than a few times as
this
executives plot to “wrangle” their brand from old ladies back to
whole book is really a
cool kids.
collection of favorites.
readers. perspective,
From the
I have watched tan skin, volunteerism, solo travel, and men’s beauty products go from unthinkable to trendy. My time here has
Mary Bergstrom,
taught me that the world is tilting; the way things have been in the
author of ‘All eyes East’
past is not the way they will be in the future. For today’s leaders, this is an uncomfortable piece of news but it’s also the first step to ensuring position. 23
“
No matter their size or pedigree,
firms have a limited number of options: they can innovate internally (build); enter into contracts or alliances and joint ventures (borrow); or merge or acquire (buy). Three clear choices, but companies often fail to pick up the right path for growing their company, often repeating blindly what worked for them in the past. In our “Build-Borrow-Buy” framework, we help business leaders choosing a balanced mix of growth modes to grow more effectively.
“
LAURENCE CAPRON co-author “Build, Borrow or Buy”
24
GROWTH STRATEGIES All marketing is about growing and finding new ways to increase sales and market share. Several tools are available to drive growth but in this section we are looking at strategies that impact dramatic growth. In the first book “The New Emerging Market Multi-Nationals”, the authors evaluate how companies from China, India, Mexico, Turkey and other emerging countries manage to gain shares by creating new brands, which then compete with the established brands which they used to produce. The authors’ thorough study reveals interesting insights in bottom-up strategies to pursue growth. This book provides great lessons for every company seeking growth in an increasingly highly competitive global market. Where the first book reviews companies and their competitive strategies executed to help them grow market share, the second book provides insight into an ever growing and changing consumer population: the Arab world.
Western countries still often maintain a biased
stereotyped view of the Arab world. It’s time to dive into this ‘new world’ and discover the real Arab world and its consumer. You will see that there is plenty of growth opportunities in this huge market of 350,000,000 consumers. Many companies are in the stage of developing an Arab strategy. Some are already operating successfully. Learn from them and develop your plan rather soon then later. Don’t miss the boat on this huge opportunity.
25
GROWTH STRATEGIES
FOUR STRATEGIES FOR DISRUPTING MARKETS AND BUILDING BRANDS Amitava Chattopadhyay, Rajeev Batra, Aysegul Ozsomer McGraw-Hill WRITE R E A D
320 pages
REVIEW
REVIEW
July 2012
From smartphones and computers to blue jeans and beer, companies from China, India, Taiwan, Mexico, Turkey, and other emerging markets are now winning leading market shares with their own-branded, high-quality products’rather than with poorly produced
KEYWORDS GROWTH STRATEGIES INNOVATION
products sold under others’ brand names.
BRANDING
These
TARGETING
emerging-market
multinational
companies (EMNCs) are giving the incumbent
PROMOTIONAL STRATEGIES
market leaders of North America, Western Europe, and Japan a run for their money in the areas of innovation, branding, and marketing. How have these small, under-resourced businesses come so far so quickly? And
TARGET AUDIENCE FROM MARKETING DIRECTOR TO CEO APPLICABLE TO ALL GOODS & SERVICES B2C & B2B
what can you learn from their strategies and tactics?
GEOGRAPHICAL AREA
Renowned experts in global branding and
RELEVANT ALL OVER THE WORLD
marketing, the authors of The New Emerging-
ORIGIN EXAMPLES MAINLY SOUTH & LATIN AMERICA,
Market Multinationals conducted an in-depth
ASIA & MIDDLE EAST, AFRICA, RUSSIA
study of 39 EMNCs to reveal the innovative compete-from-below strategies and tactics fueling these companies’ meteoric rise. The authors identify four strategies driving this growth:
CONTENT INSPIRING & PRACTICAL LOT OF REAL LIFE EXAMPLES RATHER SERIOUS AND HEAVY TO READ
26
COST LEADERS leverage existing low-cost structures and large-
are determined to be tomorrow’s market leaders.
scale volumes to extend their reach into developed markets.
Amitava Chattopadhyay is the L’Oréal Chaired
KNOWLEDGE LEVERAGERS tap their existing resources and
Professor of Marketing-Innovation and Creativity at
knowledge of home consumers and the market to build branded
INSEAD. He has served as a branding consultant for
businesses in other emerging markets.
firms in the Americas, Asia, Africa, and Europe.
NICHE CUSTOMIZERS combine their cost advantages in manufacturing with newly developed low-cost R&D capabilities
Rajeev Batra is the S.S. Kresge Professor of Marketing
to develop customized niche-segment branded offerings in other
at the Ross School of Business at the University of
emerging markets.
Michigan. He has researched, taught, and consulted
GLOBAL BRAND BUILDERS use their low-cost manufacturing
on global branding, emerging markets, and marketing
and R&D capabilities to build branded businesses in developed
topics for 30 years.
markets’ but limit their focus to specific products and segments
Aysegul Ozsomer is an associate professor of
through a process of focused innovation.
marketing at Koé University, Istanbul, Turkey. Her
Whether you run an EMNC or a developedmarket company, deep
research
knowledge of the strategies outlined here is an absolute necessity
issues
for competing effectively now and in the future. Don’t get caught
orientation, and global brand management.
focuses and
on
standardization-adaptation
performance
implications,
market
off guard by the “new kids on the block”’because today’s EMNCs
BOOK PRESENTATION AUTHOR BIOGRAPHY CONTENT TABLE BOOK CHAPTER
BUY
ONLINE
27
GROWTH STRATEGIES
TAPPING INTO THE POWER OF 350 MILLION CONSUMERS Vijay Mahajan
Jossey-Bass 432 pages August 2012
WRITE R E A D
REVIEW
REVIEW
An expert’s guide to exploring business opportunities
peel away stereotypes about Arab consumers to
in the burgeoning Arab marketplace .
reveal diverse, vibrant and entrepreneurial consumer markets .
This groundbreaking book reveals the myriad
Explains how multinational companies, such as
opportunities presented by the Arab World’s market
Coca-Cola, Unilever, and Proctor & Gamble, and
of 350 million consumers, who collectively wield
leading regional companies are working successfully
the ninth-largest economy in the world. Based on
in the Arab nations .
the author’s firsthand research, including hundreds
Shows how Arab entrepreneurs, both men and
of market visits and more than 600 interviews at
women, are shaping the regional and global
companies doing business throughout the region, this
marketplaces .
book shows how globally interconnected and vibrant
As the global marketplace continues to expand, this
the Arab markets
book offers anyone interested in investing in the
Through a rich blend of data and anecdotal
Arab world an expert perspective on the boundless
observations, it chronicles how, by respecting the
business opportunities.
region’s culture and religious norms, hundreds of
28
local and multinational companies and entrepreneurs
Vijay Mahajan, author of two previous award-
are creating successful businesses in this large and
winning books on emerging markets, is one of the
growing marketplace.
world’s most-cited researchers in the business and
Hundreds of interviews and illustrative examples
economics sector
“Hundreds of interviews and illustrative examples peel away stereotypes about Arab consumers to reveal diverse, vibrant and entrepreneurial consumer markets.
“
KEYWORDS GROWTH STRATEGIES TARGETING
BOOK PRESENTATION AUTHOR BIOGRAPHY
CONSUMER BEHAVIOR CONSUMER TRENDS
CONTENT TABLE
BRANDING
BOOK CHAPTER
TARGET AUDIENCE FROM STUDENT IN MARKETING TO CEO APPLICABLE TO ALL GOODS & SERVICES B2C & B2B
BUY
ONLINE
GEOGRAPHICAL AREA RELEVANT ALL OVER THE WORLD ORIGIN EXAMPLES MAINLY MIDDLE EAST
CONTENT INSPIRING & PRACTICAL FUN AND ENTERTAINING TO READ
29
ARTICLE
New Trends In Marketing 2013 Peter Fisk - Author ‘Creative Genius’
30
Marketing is evolving faster than ever before. Not because of
harder to implement them in relevant and profitable
technology itself, but because markets and customers are changing
ways. That’s what distinguishes winners from losers.
in their structures and priorities, expectations and aspirations,
Therefore some of the trends don’t sound like rocket
faster than any time in history.
science, or completely new, but they are the factors
Whilst digital technologies give us fantastic new platforms on
that best marketers are now making happen.
which to reach and collaborate with billions of people, fast and efficiently, marketing is still a human challenge. With more
1.Marketing fashions = New concepts + tactical
competitors, and more opportunities, we need to be focused but
impact
imaginative, evolving the fundamental basics of marketing, whilst
• Black marketing – bringing together a range of
also embracing the best new ideas, to inspire and engage people,
“below the radar” techniques including events,
enable and do more for them.
parties and sponsorship to target niche audiences,
A new generation of brands are shaping markets right now.
particularly useful where advertising is banned.
Rather than big western corporations, they tend to be smaller
• Augmented reality – from Google’s futuristic glasses
entrepreneurial businesses – often led by marketers – from smaller
that can tell you everything from product ingredients
and fast-developing markets. From Air Asia of Malaysia to Bosco
to special offers, to digital-wall shopping which has
in Russia, China’s Wuxi PharmaTech or Kenya’s M-Pesa, these
been a huge hit for Adidas Neo in Germany, or Tesco
new brands are playing a different game – new rules, new tools – and with more impact. There are big shifts and more radical disruptions, often in the margins, that shape expectations not just within, but across categories and markets. Fusion, as well as diffusion, of ideas is often key. Estee Lauder succeeded in China only by “featuring Liu Wen”, Smirnoff did a
“ “Trends come in the form of “fashions” that build on the rush for youth and social media marketings”
similar trick in India with its “Masala Marke”, a spicy vodka.
in South Korea. • Branded voices – building a personality behind your
What are the new trends in marketing?
brand, either the founder or endorser. From Richard Branson to Cristina Carlino. Gary Vaynerchuk’s
Trends come in the form of “fashions” that build on the rush
weekly wine-lovers show that has a huge following
for youth and social media marketing – more direct, more
across the USA.
collaborative, more engaging. Every agency will be pushing them
• Trusted at home – following the old but pioneering
at you. But there are also enduring aspects of marketing that make
model of Avon, to go out and find customers, or better
the bigger difference eventually, for example, the slow shift from
to incentivise customers to find other customers like
product-driven to customer-centric marketing, where ideas and
them. More local, more personal, more trusted.
brands, not patents and production, matter most. These require
• Spreading happiness – brands around the world
new capabilities, new organisations, and new mindsets.
went happy crazy over the last year, partly as a feel-
The trends are divided into four groups – the new concepts and
good response to global economic stagnation, but
more enduring, evolving concepts - the strategic impact and those
also following the trailblazing funkiness of Zappos
with more short-term, tactical results.
shoes, and Coke too. • Freemium pricing – from apps to games, customers
31
The challenge however is to take the concepts and make them
are now familiar with the idea of getting the product
happen – it’s easy to read about cool new techniques, but much
free, and then paying for the addiction-driven updates
ARTICLE
>> New Trends In Marketing 2013 and upgrades. Now its time to apply the model to every other market. • Viral advocacy – word of mouth is free and believable, but digital gave
it
even
more
impact. Instead of one delighted
customer
“ “brands are seen as superficial, stories give them more depth, and easier for people to tell others.”
telling 3 others, they now tell 300 or 30,000 others with their likes, tweets and reviews. 2. Marketing breakthroughs = New concepts + strategic impact
• Horizon planning – forget trying to plan incrementally in fast and volatile markets. Start with a vision, then work backwards thinking about what you want to achieve by at each horizon with more flexibility within a set of principles and directions. • Participation platforms – campaigns are out, platforms are in. Campaigns push short-term messages, quickly forgotten, platforms build enduring ideas built on ongoing participation. Think IBM’s “Smarter Planet” or Coke’s “Live Positively”. • Solomo consumers – the biggest shift in consumer behaviour is guided by their smartphone, and
everything it enables – to be social, and local, and mobile. Time and location-based marketing is now ready to absorb most marketing budgets. • Zero moment of truth – in a search-driven, digitally enabled engagement process – there is a clear moment when potential customers will choose to love or hate you – we call it the ZMOT - the Tripadvisor rating, or carbon emission of cars. • Upward innovation – the best ideas come the bottom upwards, not the top down – the poorest, most deprived markets; or the youngest, most openminded consumer; or the freshest un-normalised employee. • Diffusion brands – most brands recognise that one brand just can’t work for everyone, and to address the aggressive price strategies, they need a second brand. Hollister for Abercrombie, Skoda for Volkswagen.
Peter Fisk Author ‘Cre tive Genius 32
• Subscription pricing – the biggest trend in pricing is not to sell products around transactions but to sell a subscription, like a magazine – from cloud computing to Zipcars, vegetable boxes to Regus serviced offices – with enduring revenues.
and south, but don’t forget other types of markets – women will grow faster than India and China! • Borderless segments – we obsess about geographical boundaries, thinking domestic and international, but customers are more similar in their clusters across
3. Marketing enhancements = Evolving concepts + tactical impact
• Urban formats – now that most of us live in cities, marketers need to adapt to urban priorities, in particular space, time and
geographies than within them. Forget nationalism, think niches and motivations. • New tribal communities – community building is
convenience. From small format retailers like Carrefour Express to
simple, you just create a Facebook page don’t you?
smaller format packs and vending machines.
No. Tribes grow around a common purpose, cause
• Brand storytelling – as people seek authenticity, and brands are seen as superficial, stories give them more depth, more enduring,
and passion. You need to help them define it and share it, in new ways. • Crowd creativity – the best
and easier for people to tell others. From Marlboro Man to Red Bull
ideas are out there, not in
adrenalin, what is your story?
your business. So build a crowdsourcing
• Predictive economics – data is a huge challenge and opportunity for
and let customers solve
every marketer. We can drown in
your toughest problems,
it, or dive deep and find amazing
or
insights. But its most powerful when
best new ideas. Look at
it can predict future behaviour, and
Kickstarter or Threadless. brands
• Wellbeing themes – more enduring
products,
than the happiness wave, is health
are
build
the
innovation not not
about
companies, but about bigger ambitions to make life
the insight that drove the WiiFit from Nintendo and Nike Fuelband.
better. Innovate around a concept like learning, or
is about using the skills, and image, of others to enhance your brand. H&M fashion by Kylie Minogue, school meals from Jamie Oliver, disposables by Philippe Starck. • Brand gaming – “gamification” is not just a gimmick for kids, but
exploring, in a way that connects but is more than what you do. • New business models – like Apple and Google, rethink how you create value for customers through your partnerships with distribution and supply
more engaging ways to immerse your customers in your brand,
partners and networks, and thereby rethink revenue
before or after purchase. From Drench drinks, sold by playing a
streams, cost models, and value creation.
game, or Nike GRID on urban streets. • Integrated communication – the fastest cost-saving, and impact
• Social innovation – ultimately we are all here not just to make money, but to make the world a slightly
gain can come by connecting your messages and media – bringing
better place. How can you innovate around a higher
together agencies and activities to talk with one voice, building a
purpose that creates value for customers, for society,
more interactive and coherent experience.
as well as your shareholders.
4. Marketing transformations = Evolving concepts + strategic impact
• Emerging markets – marketers are the growth drivers, and their biggest opportunity is obviously the fast-growing economies east
–
about
and wellbeing which goes well beyond healthcare and food. It was • Guest designers – much more than celebrity endorsement, then
33
together
• Concept
link it to commercial potential.
eas’
platform
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STIMA EDUCATION, ƚŚĞ dƌĂŝŶŝŶŐ /ŶƐƟ ƚƵƚĞ ŽĨ ^d/D ĂŝŵƐ ƚŽ ƉƌŽǀŝĚĞ ŵĂƌŬĞƟ ŶŐ ƉƌŽĨĞƐƐŝŽŶĂůƐ ƵƉͲƚŽͲĚĂƚĞ ŵĂƌŬĞƟ ŶŐ ŬŶŽǁůĞĚŐĞ ƚŚƌŽƵŐŚ ǀĂƌŝŽƵƐ ƚƌĂŝŶŝŶŐ ĐŽƵƌƐĞƐ͘ ŽŽƉĞƌĂƟ ŽŶ ǁŝƚŚ ĂĐĂĚĞŵŝĐ ƉĂƌƚŶĞƌƐ ĞŶƐƵƌĞƐ ƚŚĞ ƐĐŝĞŶƟ Į Đ ĨŽƵŶĚĂƟ ŽŶ ŽĨ ƚŚĞ ƉƌŽŐƌĂŵƐ Žī ĞƌĞĚ͘ ǀĞŶ ŵŽƌĞ ŝŵƉŽƌƚĂŶƚ ŝƐ ƚŚĞ ŶĞƚǁŽƌŬ ŽĨ ƚĞĂĐŚĞƌƐ ĨƌŽŵ ďƵƐŝŶĞƐƐ ǁŝƚŚ ƐƉĞĐŝĮ Đ ĞdžƉĞƌƟ ƐĞ ŝŶ ŵĂƌŬĞƟ ŶŐ͕ ƐĂůĞƐ ĂŶĚ ĐŽŵŵƵŶŝĐĂƟ ŽŶ͘ dŚĞ ŽďũĞĐƟ ǀĞ ŽĨ Ăůů ƉƌŽŐƌĂŵƐ ŝƐ͗ ĚŝƌĞĐƚ ƵƐĂďůĞ ŬŶŽǁůĞĚŐĞ͕ ĞŵďĞĚĚĞĚ ŝŶ Ă ůŽŶŐ ůŝĨĞ ůĞĂƌŶŝŶŐ ƚƌĂũĞĐƚŽƌLJ͕ ǁŝƚŚ Ă ĐĞƌƟ Į ĐĂƟ ŽŶ ŽĨ ƚŚĞ ůĞĂƌŶŝŶŐ ŽƵƚĐŽŵĞƐ͘
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First steps ŝŶ ŵĂƌŬĞƟ ŶŐ
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Fundamentals
džƉĞƌƟ ƐĞ WƌŽŐƌĂŵƐ Advanced
DŽƌĞ ŝŶĨŽƌŵĂƟ ŽŶ Θ ĂĚǀŝĐĞ
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EĞƚǁŽƌŬŝŶŐ Θ ŬŶŽǁ ŚŽǁ ƚƌĂŶƐĨĞƌ
“Not only do our earliest preferences and impressions as children stay with us for life, but we’re also drawn to products that capture and allow us to relive the feeling of being young
“
MARTIN LINDSTROM
author “Brandwashed”
38
CONSUMER BEHAVIOUR Understanding consumer behaviour is at the heart of every well developed consumer strategy. Because it has been such an unknown, it’s where marketing research has dedicated significant time and focus. Recent digital and technological evolutions are shining different lights on the consumer. It might be helping us get a better understanding of consumer behaviour. We deliberately use the word ‘might’ because the ‘better understanding’ might be a ‘lesser understanding’ because the better understanding might prove that human being behaviour is and will always be unpredictable by nature. Worth a debate... Our first book on “Neurobranding” from the neuroscience expert Peter Steidl sets the scene. While the consumer of today is living in a new world (other economic circumstances; digital communications), we need a better understanding of what motivates the consumer to do what he does, to behave like he behaves and to buy like he buys. Once we know this we can develop the right strategies, tools, messages, and images to attract our target audiences, to reach our marketing objectives. The book is ‘user friendly’ for marketers. It avoids medical vocabulary to make it more complex. It’s a must-read for every marketer interested in his consumer. And which marketer isn’t? The second book is from Mark Ingwer, a business psychologist and marketer. It describes in detail the 6 core emotional needs of the consumer: the need for control, for self-expression, for recognition, for belonging and for care. In “Empathetic Marketing”, Mark provides both the psychological theory underlying these consumers’ emotional needs, as well as concrete business examples that demonstrate the incredible effectiveness of unleashing the power of deeper needs and emotions for success in the marketplace.
39
CONSUMER BEHAVIOR
NEUROMARKETING: MARKETING FAD OR MARKETING’S FUTURE Peter Steidl CreateSpace 184 pages July 2012
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Consumers are reinventing their world. On one hand
We now know what is driving the consumer’s
they are adjusting their expectations and purchasing
purchases. We understand habitual buying and
behavior in light of the new economic circumstances.
categorization. We know why brand communication
They are also reinventing the way they socialize,
has to be ‘on code’ to deliver the desired impact.
communicate, gather information, make purchases
These and more topics are covered in this book.
and entertain themselves and others. These changes
Importantly, this book provides a readable overview
are facilitated by technology but driven by consumers.
of neurobranding. It is written for the marketing
It follows that we need a much deeper understanding
practitioner and avoids medical terminology.
of how the consumer thinks and makes decisions. Dr. Peter Steidl has lived in Austria, Germany, the
40
We can see their behavior change - but why is it
United Kingdom and Australia and has carried out
changing? Why are certain choices made? Why
assignments in 20 countries on five continents.
are some brands successful while others fail? What
His clients include a number of Fortune Global
is driving their purchases? Why are they receptive
100 corporations, start-up companies, professional
to some communications and not to others? Most
services firms, federal and state government agencies
importantly, armed with this understanding, how
and not-for-profit organizations.
can we improve the effectiveness of marketing
Peter is Chairman of Aegis Media’s Asia-Pacific
communications efforts? Progress in neuroscience has
Neuromarketing Council, supporting the development
delivered insights into how the mind works.
of a neuromarketing practice across the region.
“I believe this is the most advanced book on neurobranding available today
“
-Pacific, Aegis Media Singapore, July 2012-
KEYWORDS CONSUMER BEHAVIOR MARKETING MANAGEMENT
BOOK PRESENTATION AUTHOR BIOGRAPHY
ADVERTISING INNOVATION
CONTENT TABLE
BRANDING
BOOK CHAPTER
TARGET AUDIENCE FROM STUDENT IN MARKETING TO VP MARKETING APPLICABLE TO ALL GOODS & SERVICES, GOVERNMENT SERVICES B2C & B2B, PUBLIC SERVICES
GEOGRAPHICAL AREA RELEVANT ALL OVER THE WORLD ORIGIN EXAMPLES MAINLY US & EUROPE
CONTENT INSPIRING & PRACTICAL FUN AND ENTERTAINING TO READ
41
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CONSUMER BEHAVIOR
HOW TO SATISFY THE 6 CORE EMOTIONAL NEEDS OF YOUR CUSTOMERS Mark Ingwer
Palgrave Macmillan 252 pages July 2012
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KEYWORDS
GEOGRAPHICAL AREA
CONSUMER BEHAVIOUR
RELEVANT ALL OVER THE WORLD
EMOTION IN MARKETING
ORIGIN EXAMPLES MAINLY US
ADVERTISING BRANDING GROWTH STRATEGIES
TARGET AUDIENCE
CONTENT
FROM BRAND MANAGER TO CMO
INSPIRING & PRACTICAL
APPLICABLE TO FMCG, SERVICES,
LAUNCHES NEW THEORY ABOUT MARKING
CONSUMER GOODS
FUN AND ENTERTAINING TO READ
B2C & B2B 42
The business community has progressively embraced the role of
Mark Ingwer is a business psychologist and the
emotion in the marketplace, but far too often it fails to practice
founding partner of
empathy in its marketing and thus falls short of truly connecting
a global marketing and strategy consultancy
with customers. In Empathetic Marketing, Dr. Ingwer argues
specializing in consumer and business insights. He
that before the business community can make use of emotion,
has over 25 years experience applying his unique
it must acquire a revised understanding of human needs and a
blend of psychology, marketing, and business
passion for meeting them at every step of the way. Empathetic
acumen to helping companies optimize their brand
Marketing outlines a needs-based strategic approach that will
and marketing strategy based on an in-depth
help business leaders be better equipped to provide long-term
understanding of their customers. He has worked
engagement for their customers and grow their companies’
with a diverse range of companies across numerous
bottom lines.
industries, with a special focus on consumer
Insight Consulting group,
packaged goods, healthcare, and advertising. In today’s competitive and global marketplace it is becoming increasingly essential for companies and brands to understand why customers buy—or don’t buy—their products and services. Only by understanding the whys can companies grow their business and develop loyal customers. In Empathetic Marketing, Dr. Mark Ingwer presents a groundbreaking
BOOK PRESENTATION
approach to understanding consumers’ core emotional needs. This innovative book provides both the psychological theory underlying consumers’ emotional needs, as well as concrete
AUTHOR BIOGRAPHY
business examples that demonstrate the incredible effectiveness of unleashing the power of deeper needs and emotions for success in the marketplace. Empathetic Marketing shows how brands like NPR, Universal
CONTENT TABLE BOOK CHAPTER
Studios, Nivea and Google perform in-depth analyses of their customers’ emotional reactions and harness the power of deep psychological insights to optimize their marketing and brand strategy. As the founding partner at Insight Consulting Group, global marketing and strategy consultancy, Mark Ingwer has conducted and analyzed countless in-depth studies of customers, from neurological data to in-field observational studies. Through his extensive experience he has identified six basic emotional needs that every company must consider to fully impact and motivate the customer. Empathetic Marketing provides readers with a deeper understanding of customers’ core emotional needs, and a framework for incorporating these concepts into their business to optimize customer engagement and achieve a significant return on this investment. The strategies provided will not only lead to a better immediate connection between the customer and the company, but also to deeper and longer-term satisfaction for both customers and business leaders. 43
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INTERVIEW
SHOPPERS PURCHASE BRANDS -BRANDS PURCHASE SHOPPER BEHAVIOR Liz Crawford Author of ‘The Shopper Economy’ Can you provide a high level overview of your book?
What inspired you to write this book?
The book is built on the observation of an emerging
I thought it was fascinating that digital technology,
shadow economy, which is made possible by
especially mobile technology, was enabling new
technology.
This economy has a new type of
kinds of transactions between buyers and sellers.
transaction at its center. The transaction is between a
In addition to shoppers purchasing brands - brands
shopper (I mean a potential buyer) and a seller. The
were purchasing shopper behavior. I believe this is a
shopper agrees to perform some task in exchange for
relatively new phenomenon.
value, usually digital scrip. This is not purchasing a
While earned value can come in various forms such as
product. And, it is different from a simple promotion,
miles and points, we are also seeing brands pay hard
which is typically a “buy-to-get” discount.
cash for behaviors, especially advocacy. Recently,
Instead, the shopper will do something beyond […just the act of the purchase]– such as pay attention to an ad, tell a friend about a brand, walk into a store, or pick up a product – and in consideration for this,
“ “I thought it was fascinating that digital technology was enabling new kinds of transactions between buyers and sellers”
the seller will tender some form of value. These are called Value
44
Exchanges.
the New York Times featured an article which
The value can be in the form of Shopkick Kicks,
showcased shopper-as-paid-advocate programs at
Facebook Credits, Bitcoins, points, or even hard cash.
Beso (parent: Shopzilla), Pose.com, TheFancy.com
This is real currency – it can be stored, recognized
and Refer.ly. Daivd Weinrot, Chief Marketing Officer
by third parties and redeemed at will. There are a
for Shopzilla was quoted as saying, “If they drop a
few clearinghouse websites, like Points.com, which
link onto Twitter about a pair of shoes that they’re
allow shoppers to convert all manner of scrip into fiat
dying for, or a new handbag they’re coveting, and
currency, which can be downloaded into a PayPal
they refer users to Neiman’s or whoever sells that
account. And with digital wallets, PayPal is accepted
item, they could actually be rewarded.” (NYT, Sept
at cash-wraps, not just online.
30, 2012). This is the Shopper Economy in action.
Do you have any plans on writing another book? If so, what trending
(“curate” if you like), as well as act like a bargaining
topic do you find is compelling enough to be able to write a book ?
agent getting the best deals (buy-sell timing like
Yes! I am working on a new book, tentatively titled, “The Surrogate
the stock market), and will represent the consumer
Self and the Role of Brands in the 21st Century.”
in commercial transactions and perhaps social
The sheer tidal wave of data, communications, and transactions
transactions too.
threatens to overwhelm consumers and marketers. Shoppers will have more choices, and more ways to interact in the world, than
Do you read a lot of books yourself?
ever before. In fact, there is already such a sea of information
Yes! I prefer reading books about sociology, human
available that artificial intelligence services, like Apple’s SIRI, have
behavior, and the future of technology.
emerged to help consumers navigate it. This is the first wave of
change originates with society and technology.
change: data will be vast enough to create an urgent marketplace
Marketing responds to those changes. So, in my
need to filter and retrieve relevant data. Savvy Brand Marketers
view, a marketer is an interpreter of trends.
(like those at Apple) will take advantage of this need early, by
marketer is one who understands implications and
positioning themselves as lifestyle filters and concierge services.
works to take advantage of change. As a writer I like
In the second wave of change, simple filters will become less
to be closer to the source of those changes.
important and avatars will represent the buyer in the marketplace
Some of my favorites are: “Traffic” (Tom Vanderbilt),
– both as a filter for information, as well as an agent for the buyer.
“How Cities Work” (Alex Marshall), “Home” (Witold
This is the Surrogate Self.
Rybczynski), and “When the Rivers Run Dry: Water
The surrogate self will filter and retrieve information and choices
the Defining Crisis of the 21st Century” (Fred Pearce).
I believe
A
In terms of technology, I have enjoyed: “Out of Control: The New Biology of Machines, Social Systems and the Economic World” (Kevin Kelly) and of course, Ray Kurtweil’s “The Singularity is Near.” What is your favorite marketing book and who’s the author? The most useful marketing book I have ever read is Barry Schwartz’s “The Paradox of Choice: Why Less is More.” His findings and conclusions are intensely practical regardless of technological change, selling environment, or shopper demographic. Do you think EMM’s service offering is beneficial to marketers? Do you think it will help marketers quickly identify the materials they should read? This is a very timely service. Because the rate of change itself is accelerating, we need filters to stay abreast of change and
to
identify
thought
leadership.
Expert
Marketer’s
very qualified staff is acting as a vital filter for savvy marketers.
45
MUST READ
BE LIKEABLE, BE TRUSTWORTHY, HAVE A GREAT CAUSE “Echantment” - Review by Kurt Frenier
MUST READ Entrepreneur extraordinaire and ex-Apple evangelist, and one of my personal marketing gurus, Guy Kawasaki wrote an interesting book about how to “enchant”. Very relevant for all those who want to seek a deep connection with their consumers through a product, a retail transaction, a Facebook comment, or a brand event/experience and create believers, followers and loyalists. Enchantment is an easy, quick read, written by a flamboyant author and master storyteller. This
46
is Kawasaki’s 10th business book. It has a lot of
(1) Be likeable, (2) Be
interesting brand stories (from Amazon, Apple and
trustworthy, (3) Have a great
Zappos to E!, Google and Twitter) and explains in detail
cause. It’s not the first marketing book that
how to prepare for a journey to lift up your marketing.
preaches principles like these, but “Enchantment”
Enchantment for a brand is really about finding that
brings them in a fun-to-read way. It is not rocket-
bit of magic that will create “unique experiences” for
science for marketers. But it is always good to be
consumers and therefore change the minds and most
reminded from time to time of what contemporary
importantly the hearts of consumers. Kawasaki puts
marketing is about, and of what really matters.
forward 3 main “pillars of enchantment”:
Largely put: word-of-mouth rules these days, not TV
advertising. And everyone will agree: you are only as good as your word is! Enchantment tries to help you to be as good as your word is. What I actually like about the book is the “personal” touch Kawasaki gives to some important marketing principles. In short, palatable chapters Kawasaki explains how to become more attractive, more believable, how do deal with cynisisms and critique, and how to deploy push and pull techniques to charm consumers, customers, employees and management alike. Each chapter ends with a nice
“written by a flamboyant author and master storyteller”
anecdote that puts proof to the theory. And as much as this book is about marketing, it is also about life. While reading you will find a lot of tips and examples on how to get better at interpersonal relationships –not surprising…the bond between a brand and its consumers is not so very different from the relationship between two people! A must-read for marketers, but actually a nice read for anyone. Kurt Frenier Sr. Marketing Director PepsiCo Beverages, and marketing blogger http://www.redhotmarketingblender.com/blog/
47
“
It’s one of those business paradoxes: we all understand the power of word-of-mouth, but we don’t manage it. That’s why every company has unused conversation potential. Companies can maximize their potential by investing in 4 C’s: Customer Experience, Conversation Management, Content Marketing and Collaboration
“
STEVEN VAN BELLEGHEM author “The Conversation Company”
48
COMMUNICATION In the last section of this magazine we’ll be focussing on communication with three very different but interesting books. “Good Works”, co-authored by Philip Kotler, is an indispensable handbook on cause marketing. Now that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses, this guide is written for business leaders and marketers attempting the delicate balancing act of simultaneously generating financial and social dividends. The book gives you a practical step-by- step guidance on effectively executing marketing and corporate- level campaigns. The second book, “Brand Advocates” from Rob Fugetta builds upon the concept of word-ofmouth marketing, which in the social media scene, gets a different content and scope. In this book you‘ll learn how to indentify your advocates, how to energize them, and how to track the results. Rob starts from the concept that EVERY company HAS advocates and should use the huge marketing power that they represent. The book is a very practical step-by-step playbook full of real-world inspiring examples. There are so many great suggestions; you won’t have finished the book before you will have already started your own brand advocacy campaign. Last but not least, in this section on Communication is “Story Wars” from Jonah Sachs. This book is a “call to arms” for business communicators and marketers to cast aside broken traditions and join a revolution to build the iconic brands of the future. Jonah’s enthusiasm is contagious and the examples are inspiring. He throws insights from mythology, advertising, history, evolutionary biology and psychology on the table to take the reader into a fascinating world of enormous opportunity for brands and marketers. There’s no need to add the fact that “Good Works”, “Brand Advocates” and “Story Wars” go hand in hand—first the case, then the story, followed by the brand advocates to spread the word... and success is yours.
49
COMMUNICATION
MARKETING AND CORPORATE INITIATIVES THAT BUILD A BETTER WORLD...AND THE BOTTOM LINE Philip Kotler, David HesseKiel, Nancy R. Lee Wiley 282 pages June 2012
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Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate “causewashers” cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. 50
“you’ll find that you can generate significant resources for your cause while achieving financial success
“
KEYWORDS
GEOGRAPHICAL AREA
CSR
RELEVANT FOR US, CANADA & EUROPE
CAUSE MARKETING
ORIGIN EXAMPLES MAINLY US, CANADA
SOCIAL MARKETING
& EUROPE
MARKET TRENDS DIGITAL & WEBMARKETING
TARGET AUDIENCE
CONTENT
FROM BRAND MANAGER TO CEO
INSPIRING & PRACTICAL
APPLICABLE TO ALL CONSUMER GOODS
RATHER FUN AND ENTERTAINING
& SERVICES, NON PROFIT
TO READ BUT STILL SERIOUS
B2C
Good Works - Is rich with actionable advice on integrating marketing and
BOOK PRESENTATION
corporate social initiatives into your broader business goals. - Makes the case that purpose-driven marketing has moved
AUTHOR BIOGRAPHY
from a nice-to-do to a must-do for businesses - Explains how to balance social and business goals
CONTENT TABLE With Good Works, you’ll find that you can generate significant resources for your cause while achieving financial success.
BOOK CHAPTER
Although filled with stories and examples, Good Works! is not a book-length feature story about corporations doing good. Written by an eminent authority on marketing, and co-authored by two leaders in cause marketing and social marketing respectively, Good Works! is a practical, actionable guide for today’s executives seeking to achieve the dual, related goals of doing good and doing well. Philip Kotler is one of the world’s leading authorities on marketing David Hessekiel is founder and President of Cause Marketing Forum, the world’s leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler 51
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TURNING ENTHUSIASTIC CUSTOMERS INTO A POWERFUL MARKETING FORCE Rob Fugetta Wiley WRITE R E A D
304 pages
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August 2012
Getting more customer recommendations is considered the Holy Grail in the social media age. For example, restaurants that boost their Yelp ratings by only one star can increase revenues by a whopping nine percent, according to recent research by Michael
KEYWORDS BRAND ADVOCACY
Luca from Harvard Business School. For a
WORD OF MOUTH MARKETING
large restaurant chain, this can mean millions
SOCIAL MEDIA
of dollars in sales.Now, a ground-breaking
SOCIAL MARKETING
new book shows marketers, how to generate
CUSTOMER ADVOCACY
thousands of customer recommendations by turning their best into a volunteer marketing
TARGET AUDIENCE
force. The
book,
Brand
Advocates:
Turning
FROM STUDENT IN MARKETING TO CEO
Enthusiastic Customers into a Powerful
APPLICABLE TO FMCG, SERVICES, CONSUMER GOODS
Marketing Force
B2C & B2B
provides a step-by-step
guide on how marketers, small business owners, and others can: Discover who their Brand Advocates are and what makes these influential customers tick Energize Advocates, generating thousands of positive recommendations on Amazon. com, TripAdvisor, Yelp, Facebook, Twitter and elsewhere without paying for or providing incentives to Advocates Reward Brand Advocates by giving them what they crave most (here’s a hint: it isn’t money) 52
GEOGRAPHICAL AREA RELEVANT ALL OVER THE WORLD ORIGIN EXAMPLES MAINLY US
CONTENT INSPIRING & PRACTICAL LOT OF REAL LIFE EXAMPLES FUN AND ENTERTAINING TO READ
Measure results and ROI from advocacy programs
- Professionals
in
non-profit
organizations,
Brand Advocates is the first book that focuses on these influential
government agencies, and NGOs (non-governmental
consumers and shows marketers exactly how to engage and
organizations) plus in political campaigns
energize them to drive positive Word of Mouth, referral leads, and sales.
Rob Fugetta is the world’s foremost authority on
Who Should Read Brand Advocates? Brand Advocates is valuable
brand advocacy. Fuggetta is the founder and CEO
for a wide range of audiences:
of Zuberance, a leading social media marketing
- B2C and B2B marketers in a variety of roles: branding, online/
company that powers award-winning advocacy
digital, social media, demand generation, eCommerce, corporate
programs for consumer and business brands. A
communications, market research, and more
twenty-year veteran of Silicon Valley, Fuggetta has
- Sales executives and managers
played a leadership role in three start-ups including
- Customer experience and loyalty program professionals
Genuity, a Verizon spinout. He was formerly a partner
- Executives and managers in ad agencies, digital agencies, public
at Regis McKenna, Inc., the legendary Silicon Valley
relations firms, and other marketing services providers - Small business owners and entrepreneurs
marketing and communications firm that helped put Apple on the map.
BOOK PRESENTATION AUTHOR BIOGRAPHY CONTENT TABLE BOOK CHAPTER
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53
COMMUNICATION
WHY THOSE WHO TELL - AND LIVE - THE BEST STORIES WILL RULE THE FUTURE Jonah Sachs HBR
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288 pages
REVIEW
July 2012 The Story Wars are all around us — they are the battle to be heard in a world of noise and clamor. In our postbroadcast world, most brand and cause messages are swallowed up and forgotten before they reach the light of day. Just a few have been able to breakthrough this clutter by using the only tool that has ever moved minds and changed behaviors — great stories. Winning the Story Wars is a call to arms to build iconic brands and causes in service of a better future. And it’s an invitation to see today’s marketing challenges as an adventure through a world of wonder, danger and limitless opportunity. Since the 1950s, marketers have claimed the powerful role of mythmakers in a world out of touch with its traditional meaning stories. These marketers — legends like Stanley Resor, Edward Bernays and Leo Burnett — revolutionized society, but in the process,turned the power of myth on its head. Where once our great stories called us to adventure, higher values and citizenship, most of our current myths play on fear, insecurity and an endless need
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to passively consume. This story strategy had its day, but with the death of the broadcast era, audiences are seizing power back and ushering in a new, digitally empowered oral tradition. Now they don’t consume messages, they share them, make them their own and decide which live and which die. And today’s audiences are loudly demanding the kinds of stories that the human mind has always preferred — stories of uplift and empowerment. Winning the Story Wars traces the quiet supremacy of Empowerment Marketing from the early days of Volkswagen, Apple and Nike to the viral breakthroughs of Yes We Can, theTea
Party movement, The Story of Stuff and Patagonia. It offers three
neuroscience, comparative mythology, advertising
simple tools any brand can use to break through, earn fans and
history and psychology. And like the great stories
become an icon: Be Interesting, Tell the Truth and Live the Truth.
that came before it, Winning the Story Wars casts
True to its name, the book immerses readers in entertaining and
the reader in the role of unlikely hero, full of potential
important stories — the adventures of Moses, the Bhagavad Gita,
to contribute something truly meaningful to the
the creation of the atom bomb, the rise of theArab Spring and the
world.
unexpected birth of the viral marketing era. It offers insight from
Jonah Sachs – Story Expert, Filmmaker and Entrepreneur. As the co-founder and CEO of Free
“Be Interesting, Tell the Truth and Live the Truth.
“
KEYWORDS MESSAGING BRANDING
Range Studios, Jonah has helped hundreds of major brands and causes break through the media din with unforgettable campaigns. His work on legendary viral videos like The Meatrix and The Story of Stuff series have brought key social issues to the attention of more than 65 million people online. A constant innovator, his studio’s websites and stories have taken top honors three times at the South by Southwest Film Festival.
BOOK PRESENTATION AUTHOR BIOGRAPHY
ADVERTISING DIGITAL & WEBMARKETING
CONTENT TABLE
SALES STRATEGIES
BOOK CHAPTER
TARGET AUDIENCE FROM STUDENT IN MARKETING TO CEO APPLICABLE TO ALL GOODS & SERVICES B2C
GEOGRAPHICAL AREA RELEVANT ALL OVER THE WORLD ORIGIN EXAMPLES MAINLY US & CROSS-CULTURAL MYTHOLOGIES
CONTENT LAUNCHES A NEW THEORY ABOUT MARKETING INSPIRING & PRACTICAL FUN AND ENTERTAINING TO READ 55
BUY
ONLINE
COLUMN
ERIK DECKERS
author “No Bullshit Social Media”
56
CONTENT MARKETING IS THE WAVE OF THE FUTURE I’m always surprised at the number of people who say they hate
What that means is the average customer has
writing. That’s like saying “I hate talking.” The people who hate
learned to tune out the bullshit. They ignore what’s
writing have always been able to get by, because they can write
bad, and search for what’s good. Because the Internet
well enough to express themselves (mostly). It’s not enough to “get
has made it possible for more and more people to
by” anymore. Marketing is changing so dramatically that people
produce a lot of excellent material.
who hate writing will soon find themselves left behind by people who love it. That’s because writing has become one of the most
3. Your personal brand is now becoming a part of your
important factors in marketing, thanks to three major shifts in the
marketing.Google’s new AuthorRank is a measure
Internet marketing world.
of your trustworthiness and reputation. If you write interesting and useful information, Google will give
1. Google Changed Its Algorithms to Favor Good Content, Not SEO
you a higher AuthorRank. If it’s uninteresting and
Trickery.
spammy, Google will give you a lower AuthorRank.
Many SEO companies have gone out of business, thanks to
AuthorRank is like the reputation of your favorite
Google’s new changes in their search algorithms, Panda and
author: when they come out with a new book, you
Penguin. Now, the search giant is giving strong preferences to
race to buy it. You buy it strictly on the author’s past
sites that are well-written and well-produced.
reputation. As their reputation improves, so do book
Companies that relied on SEO tricks like keyword stuffing, creating
sales.
thousands of low-value backlinks on link farms, and spitting out
That’s how AuthorRank works. Google sees an author
barely understandable gibberish have disappeared because of
producing valuable information, so their articles rank
Google’s rankings, never to be seen again.
a little higher. Which means more people read those
This means that people who write well are being rewarded. Now,
articles, their AuthorRank goes up, and the articles
with new algorithms, like Google’s upcoming <a href=”http://
rank even higher. And so on.
problogservice.com/2012/09/25/google-authorrank-major-factor-
Then, when they write a brand new article, Google
seo/”>AuthorRank</a>, good writers will soon dominate the new
will look at their AuthorRank, assume this new
SEO.
article is <em>also</em> good, and give it a higher search rank.
2. The bar has been raised by people creating excellent content.
Good marketing is no longer about full-motion
People are more selective about the content they read these days.
graphics, expensive websites, and high budget
Back in the early days of the Internet, in the early 1990s, a lot of
marketing campaigns. It’s about providing good,
the stuff found online was just plain awful, but there were plenty
well-produced information that people can easily
of decent and good writers to make it bearable.
share. The marketers who understand these changes
Nearly 20 years later, the amount of awful content has threatened
will be the first to find success. The ones who cling
to overrun us. Amazon makes it easy for anyone to publish their
to the old methods will soon find themselves out of
own book, no matter how awful. Print-on-demand services makes
a job.
it affordable for people to actually produce them. And 40+ free
Where will you be?
blogging platforms let mediocre writers share half-baked, poorlywritten ideas. 57
EPILOGUE
WE HOPE YOU ENJOYED READING
Finalising this “0” issue is very satisfying.
One of the featured topics will be a preview of the competition for the Marketing Book of The Year 2013.
It was hard work to get everything in the right place in
Voting will be open to the public. We encourage you
the right words and with all the right extra downloads
to provide your thoughts in this selection process.
(free chapter downloads and other great resources).
Let’s see how we narrow the long list from 25 books to the top 5. In the final selection process, our members
We hope you enjoyed reading this magazine, and that
voting will count for 50% while a professional Jury’s
our book reviews, tools, and analysis are helpful in
votes will count for the other 50%. The process for
deciding which is the right book for you at this time.
reviewing of the short list will initiate by Feb 15, 2013.
Do not hesitate to buy more than one book if you find
The final winner will be announced during the first
the content right for your needs. We highly believe
week of March.
in the knowledge and wisdom benefits that can be received from professional marketing book s. It is our
An additional section we will highlight is the subject
experience that often times looking at one book may
of “Selling.” We will include details on several
not be enough. Getting access to the right content
interesting book reviews and analysis. Though we are
could significantly help your professional endeavors.
primarily focused on marketing, the functions of sales
Often times it’s worth making the extra time to read
and marketing are strongly integrated. As we see the
the books. Have a look at our site for some reading
trend of continued further integration, we believe it
tips and if you don’t mind us saying… Get yourself
is valuable to you to provide a section dedicated to
ramped up for a strong 2013—Start reading some of
this area.
these really good books!
Keep an eye on your mailbox for more preview news on the next issue.
We look forward to your feedback.
working on our first ‘official’ issue as of tomorrow.
In the meantime, have a good glass of wine and enjoy
Release date is anticipated for Jan 15, 2013.
reading!
Want a short preview? 58
We will start
ACKNOWLEDGEMENTS
THE MARKETING AUTHORS ARE OUR HEROES
This magazine could not have been written or put together without the help and effort of many people. First of all I want to thank Leen for her efforts in getting and keeping in touch with all the authors who have their books presented and analysed in this magazine. She’s the driving force behind interviews, quotes, pictures, columns, biographies, reviews, analysis, etc. Tanja did a great job in editing, copywriting, transcribing and proofreading most of the texts. She faced Hurricane Sandy during the time we were working on this magazine and was cut off electricity for more than two weeks... Nevertheless she managed to get everything done in time. Ezri joined our editing team when the magazine was almost finished but helped us in the final proofreading. Kurt is responsible for the kick off of our Must read section with a very personal and convincing plea for Guy Kawasaki’s book enchantment. But the marketing authors are our heroes. - For their help in supplying the book reviews, the analysis, the free chapters, etc. we thank in alphabetical order: Amitava Chattopadhyay, Clyde Fessler, David Hessekiel & Nancy Lee, Jonah Sachs, Jordan Phillips, Mark Ingwer, Peter Steidl, Rob Fuggetta, Soren Kaplan, Vijay Mahajan - For their columns: Erik Deckers, Grant Leboff - For the article: Peter Fisk - For the quotes: Laurence Capron, Martin Lindstrom, Ron Adner, Steven Van Belleghem - For the interview: Joeri Van den Bergh, Liz Crawford, Mary Bergstrom Last and not least, we’d like to thank the members of our Advisory Board for their ongoing support and advice in selecting and recommending the right books! A big thank you to all the contributors to this issue!
59
INDEX BY BOOK
BOOK TITLE AUTHOR Bergstrom Mary
22
Fuggetta Rob
52
Lindstrom Martin
38
Capron Laurence, Mitchell Will
24
Fisk Peter
30
Ingwer Mark
42
Enchantment
Kawasaki Guy
46
Good Works!
Kotler Philip, Hessekiel David, Lee Nancy
50
All Eyes East Brand Advocates Brandwashed Build, Borrow, or Buy Creative Genius Empathetic Marketing
How Cool Brands Stay Hot Leapfrogging Neurobranding No Bullshit Social Media Rebuilding the Brand Sticky Marketing The Arab World Unbound The Conversation Company The Lure of Luxe The New Emerging Market Multinationals The shopper Econmy The Wide Lens Winning the Story Wars
60
Van den Bergh Joeri
8
Kaplan Soren
18
Steidl Peter
40
Deckers Erik
56
Fessler Clyde
14
Leboff Grant
20
Mahajan Vijay
28
Van Belleghem Steven
48
Phillips Jordan
16
Chattopadhyay Amitava, Batra Rajeev
26
Crawford Liz
44
Adner Ron
12
Sachs Jonah
54
INDEX BY AUTHOR
AUTHOR BOOK TITLE Adner Ron
12
The New Emerging Market Multinationals
26
All Eyes East
22
Build, Borrow, or Buy
24
The New Emerging Market Multinationals
26
Crawford Liz
The shopper Econmy
44
Deckers Erik
No Bullshit Social Media
56
Batra Rajeev Bergstrom Mary Capron Laurence Chattopadhyay Amitava
Fessler Clyde
Rebuilding the Brand
14
Creative Genius
30
Brand Advocates
52
Good Works!
50
Empathetic Marketing
42
Kaplan Soren
Leapfrogging
18
Kawasaki Guy
Enchantment
46
Kotler Philip
Good Works!
50
Leboff Grant
Sticky Marketing
20
Good Works!
50
Brandwashed
38
The Arab World Unbound
28
Build, Borrow, or Buy
24
The Lure of Luxe
16
Winning the Story Wars
54
Neurobranding
40
Van Belleghem Steven
The Conversation Company
48
Van den Bergh Joeri
How Cool Brands Stay Hot
8
Fisk Peter Fuggetta Rob Hessekiel David Ingwer Mark
Lee Nancy Lindstrom Martin Mahajan Vijay Mitchell Will Phillips Jordan Sachs Jonah Steidl Peter
61
The Wide Lens
INDEX BY KEYWORD consumer connection Enchantment
Advertising Empathetic Marketing Brandwashed Neurobranding Winning the Story Wars All Eyes East
Enchantment
38
Peter Steidl
40
Jonah Sachs
54
All Eyes East
Mary Bergstrom
22
Mary Bergstrom
22
The Conversation Company
Steven Van Belleghem
48
How Cool Brands Stay Hot
Joeri Van den bergh
Sticky Marketing
consumer trends
The Arab World Unbound Rob Fuggetta
52
Guy Kawasaki
46
The Conversation Company Peter Fisk
14
corporate culture
Leapfrogging
Soren Kaplan
18
The Conversation Company
All Eyes East Empathetic Marketing How Cool Brands Stay Hot Neurobranding The Arab World Unbound
Jordan Phillips
16
Jonah Sachs
54
crisis communication
Amitava Chattopadhyay, Rajeev Batra
26
No Bullshit Social Media
Mary Bergstrom
22
Mark Ingwer
42
CSR
8
Good Works!
Joeri Van den bergh
28
Grant Leboff
20
Steven Van Belleghem
48
Steven Van Belleghem
48
Erik Deckers
56
Philip Kotler, David Hessekiel, Nancy Lee
50
Rob Fuggetta
52
Erik Deckers
56
30
Clyde Fessler
The New Emerging Market Multinationals
8
Vijay Mahajan
conversation
Rebuilding the Brand
The Lure of Luxe
20
Martin Lindstrom
branding
Winning the Story Wars
Grant Leboff
consumer engagement 42
Sticky Marketing
Creative Genius
46
Mark Ingwer
brand advocacy Brand Advocates
Guy Kawasaki
Peter Steidl
40
Vijay Mahajan
28
customer advocacy Brand Advocates
business development Build, Borrow, or Buy
Laurence Capron, Will Mitchell
24
customer service No Bullshit Social Media
cause marketing Good Works!
Philip Kotler, David Hessekiel, Nancy Lee
50
digital & web marketing The shopper Econmy The Conversation Company
consumer behavior Empathetic Marketing
Mark Ingwer
42
Winning the Story Wars
Peter Steidl
40
Brandwashed
Martin Lindstrom
38
Good Works!
Liz Crawford
44
Peter Fisk
30
emotion in marketing
Guy Kawasaki
46
Enchantment
Joeri Van den bergh
8
Empathetic Marketing
Clyde Fessler
14
The Arab World Unbound
Vijay Mahajan
28
generation Y
The Lure of Luxe
Jordan Phillips
16
How Cool Brands Stay Hot
Neurobranding Brandwashed The shopper Econmy Creative Genius Enchantment How Cool Brands Stay Hot Rebuilding the Brand
62
Liz Crawford
44
Steven Van Belleghem
48
Jonah Sachs
54
Martin Lindstrom
38
Philip Kotler, David Hessekiel, Nancy Lee
50
Guy Kawasaki
46
Mark Ingwer
42
Joeri Van den bergh
8
product development Soren Kaplan
18
The Wide Lens
Ron Adner
12
Creative Genius
Peter Fisk
30
Leapfrogging
Rebuilding the Brand The Lure of Luxe
Clyde Fessler
14
Jordan Phillips
16
Ron Adner
12
growth strategies Build, Borrow, or Buy The Arab World Unbound The New Emerging Market Multinationals
Laurence Capron, Will Mitchell
24
product management
Vijay Mahajan
28
The Wide Lens
Amitava Chattopadhyay, Rajeev Batra
26
Ron Adner
12
promotional strategies
Soren Kaplan
18
The New Emerging Market Multinationals
Peter Fisk
30
Empathetic Marketing
Mark Ingwer
42
retail
Rebuilding the Brand
Clyde Fessler
14
The shopper Econmy
Jordan Phillips
16
The Wide Lens Leapfrogging Creative Genius
The Lure of Luxe
Amitava Chattopadhyay, Rajeev Batra
26
Liz Crawford
44
Laurence Capron, Will Mitchell
24
sales strategies Build, Borrow, or Buy
innovation Soren Kaplan
18
Winning the Story Wars
Amitava Chattopadhyay, Rajeev Batra
26
Good Works!
Ron Adner
12
Brand Advocates
Brandwashed
Martin Lindstrom
38
All Eyes East
Mary Bergstrom
22
Peter Fisk
30
Sticky Marketing
Neurobranding
Peter Steidl
40
The Conversation Company
The shopper Econmy
Liz Crawford
44
Brand Advocates
Rob Fuggetta
52
Build, Borrow, or Buy
Laurence Capron, Will Mitchell
24
Brandwashed
Martin Lindstrom
38
Grant Leboff
20
Enchantment
Guy Kawasaki
46
Erik Deckers
56
Laurence Capron, Will Mitchell
24
Leapfrogging The New Emerging Market Multinationals The Wide Lens
Creative Genius
Sticky Marketing
Jonah Sachs
54
Philip Kotler, David Hessekiel, Nancy Lee
50
Rob Fuggetta
52
Grant Leboff
20
Steven Van Belleghem
48
social media
No Bullshit Social Media
interactive marketing The shopper Econmy
Liz Crawford
44
strategic planning Build, Borrow, or Buy
internet marketing No Bullshit Social Media
Erik Deckers
56
targeting The Lure of Luxe All Eyes East
leadership Leapfrogging
Soren Kaplan
18
How Cool Brands Stay Hot Rebuilding the Brand The Arab World Unbound
market trends Good Works!
Philip Kotler, David Hessekiel, Nancy Lee
50
The New Emerging Market Multinationals
Neurobranding
Peter Steidl
40
Sticky Marketing
The Wide Lens
Ron Adner
12
marketing management
Jordan Phillips
16
Mary Bergstrom
22
Joeri Van den bergh
8
Clyde Fessler
14
Vijay Mahajan
28
Amitava Chattopadhyay, Rajeev Batra
26
Grant Leboff
20
value creation
word-of-mouth marketing Brand Advocates
messaging Winning the Story Wars
63
Jonah Sachs
54
No Bullshit Social Media
Rob Fuggetta
52
Erik Deckers
56
ABOUT EMM
EMM, Expert Marketer Magazine, is a digital magazine designed specifically for the marketing community. It focus is to inform its members all about the leading marketing books and authors. Spreading the vision, knowledge and wisdom from professional marketing authors and books is what EMM is about. It is EMM’s mission to inspire marketers to read at least four different marketing books a year. It’s our believe that” Today’s Readers are Tomorrow’s Leaders.” EMM is a brand from Brand & Soul, a Belgian based company with more than 25 years experience in all aspects of marketing. EMM’s editorial board is international with contributors from US, UK and other European countries.
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