clark kokich - the view from the corner office - sic2012
DESCRIPTION
The View From The Corner Office Why client CEO’s are terrified of all your new digital technology and what to do about it.TRANSCRIPT
Specialty Commodity
Force of Nature
Marketing
Our job for 50 years:Change perceptions.
Our job now:Change reality.
Three key challenges:• Redefine the definition of a “Big Idea.”
• Reverse the process, from “Channel Up” to “Idea Down.”
• Master the art of collabortion.
Big Ideas
Big Ideas
Ask a different question.•What do customers hate about our category?
•What are the top three items on our c.e.o.’s agenda?
•What deeper need can we satisfy?
Vail Case goes here
Reverse the process.
Channels
Big Idea
2010 World Cup
Collaborative Innovation.
Thingsto remember
Product Development
Big Ideas, but different
Idea down planning
Collaboration
Reality
More fun
More recognition
More satisfaction
Engage on Facebook:Facebook.com/doordiebook
Follow on Twitter:@clarkkokich