/Founder & CEO of Vivaldi/Erich Joachimsthaler, Ph.D

IT IS ALL ABOUT THE CUSTOMERApril 2015

INNOVATION & GROWTH

1960 - 1970 1990 - 2000 2010 - Today

ALWAYS ON CONSUMER (AOC)

SMART NATIVES

GENERATION D

ICONSUMER

GEN C

PERPETUALLY CONNECTED CONSUMER

NEW ULTRA-CONNECTED CONSUMER

ALWAYS-ADDRESSABLE CONSUMER

MOBILE CONSUMER

CONNECTED CONSUMER

THE EMPOWERED CONSUMER

Mad Men Branding

Strategic Brand Management

Building Brands in the Digital Age

Why branding?

Awareness

Image

Advertising

Relevance

Differentiation

Emotionalization

Connection Engagement

Experience

Value Exchange / Utility

Mad Men Branding Strategic Brand Management

Building Brands in the Digital Age

Products in search of

consumers:

• Needs

• Wants

• Frustrations

Products in search of

consumers:

• Needs

• Wants

• Frustrations

• Purpose

• Emotional benefits

• Higher-order values

Products in search of

consumers:

• Or services, or anything that

solves my challenges, problems,

issues, here and now or later

• Build relationships

Mad Men Branding Strategic Brand Management

Building Brands in the Digital Age

CUSTOMERS AS OBJECTS

NeedsHigher–order versus lower-order

WantsEmotionalizing

FrustrationsFrictions to minimize, eliminate, or avoid

Habits

CUSTOMERS AS BUSINESSES

ObjectivesImprove people’s lives (health, wealth, happiness) deliver results

DecisionsInformation, tools, advice

ProcessTime, money, energy, cost, benefit

Product/ServiceUsefulness, value, utility

ContextDaily life, whole life, work

SOURCE: SEAN MITCHELL, 2007

Solve Something

Enable People

Deliver Value

Help Manage their Lives

Fit Into their Lives

Give People Time Back

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IMPROVING PEOPLE’S LIVES

NEW CAPABILITIES TO BUILD BRANDS & DRIVE GROWTH

CORPORATE STRATEGY

CORE COMPETENCIES

MARKETING 4PS

VALUE CHAIN

STRATEGIC INTENT

IN SEARCH OF EXCELLENCE

R&DPORTFOLIO

INNOVATION

BRANDPURCHASE FUNNEL

BUSINESS MODEL

DESIGN360 DEGREE CAMPAIGN

DISRUPTION

PROCESSES, STRUCTURE

BRAND EXPERIENCE

ECOSYSTEMDIGITAL DARWINISM

CUSTOMER DECISION JOURNEY

TRANSFORMATION

CONNECTED DEVICES

CONTEXT

360 DEGREE CONVERSTAIONS

SOCIAL CURRENCYME EXPERIENCE

BIG DATA, MOBILE

“I grew up in a physical world, and I speak English.

The next generation is growing up in a digital world, and they speak

social.”

Angela Ahrendts /CEO - Burberry/

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TweetWalk

Runway to Reality

43

Thank you!

@ejoachimsthaler

e j@ vivaldigroup .com

Erich Joachimsthaler, Ph.D./ Founder & CEO of Vivaldi /