Issuu on Google+

!"#

344)5%21#)6# !"#$%&'#()#*+,-.# !"#$%&$'()*+%/%'012


Will We Be Mourning Your Brand or Industry Next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


#1

Veering Off By Staying On Course

C"%."#$%8'$,(3%0":8'(.%1'6%4,,(%63'()2(/%3'??%-"$%DE%.,'$6<%!"#9$,%'(%2(3,$('32"('?%6#00,66%63"$.<% !"#9>,%4#2?3%#8%'%A#2$@.%4$'()%8,$6"('?23.<%!"#%;,$,%"(0,%31,%?"#)%3$,()6,33,$%2(%31,%'--"$)'4?,%4#3% 63.?261%'88'$,?%4#62(,66<%&#3%31'396%;1,(%."#$%0":8,3232"(%;'6%312(%'()%."#$%8"0@,36%;,$,%-'3<

F";%."#9$,%60$'3012(/%."#$%1,')%;"(),$2(/%;1,$,%23%'??%;,(3%;$"(/<%G#63%4,2(/%H31,%01,'8,63%0""?% :"(,.%0'(%4#.I%0'(93%@,,8%."#%8,$01,)%'3"8%31,%:,$01'()262(/%:"#(3'2(%-"$%?"(/<%J#63":,$6%'$,% ,4;61%',4:-&#.19%4.,4:#9)61#'2&-1#@)6#271,6#9)41&#C&1'=#27%2#91%4'#&)+#7%51#2)#>%&#%22142,)4#2)# 31,:K<%G#63%4,0'#6,%'(%"?)%4#62(,66%:"),?%/"3%."#%3"%;1,$,%."#%'$,%3")'.7%)",6(93%:,'(%239??%4,% %6)+4.#2)#276,51#2)9)66)<?###


#1

Treat Your Customers Like Individuals

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


#2

Falling In Love With Your Own Voice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


#2

Bring New Flavor To An Old Industry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


#3

Relying On One Revenue Stream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


#3

Embrace The !"#$%&In New Media

P1,(%:"63%:'/'X2(,%8#4?261,$6%;,$,%;'3012(/%31,2$%')%$,>,(#,6%8?#::,37%'%-,;%"--%3")'.96%:,)2'% '+65,5)6'#<161#'110,4:#41<#%4.#.,@@16142#<%&'#2)#1%64#61514+1#A1&)4.#V+'2#%.'?# D%4&#27)+:72#WFPX#C%4.#N,'41&M#<161#4+2'#<714#271&#-%+4;71.#%#'>)62'#9%:%I,41#2)#;)9>-19142# 31,2$%8"8#?'$%68"$36%(,3;"$@7%4#3%("%"(,96%?'#/12(/%(";<%P1,(%31,.%68"33,)%3$"#4?,7%31,.%A#20@?.%8#3% '%4#??,3%2(%31,2$%:'/'X2(,96%;,4623,%'()%1'>,%:,$/,)%'??%"-%31,2$%"(?2(,%0"(3,(3%2(3"%31,%8$,:2#:% WFPX#34',.16#'165,;1=#<7,;7#;)'2'#YZ?[S#%#9)427=#)6#Y\[?[S#%#&1%6?#F)#@%6#271#34',.16#7%'#\S"="""# >%&,4:#'+A';6,A16'#%4.#7%'#)2716#91.,%#1R1;+2,51'#<%2;7,4:#271#A%--#:)#)516#271#@14;1?#J6119,+9 4#62(,66%:"),?6%'$,(93%-"$%,>,$.%2()#63$.7%4#3%-"$%31,6,%68"$36%/#.6%2396%4,,(%'%1":,%$#(<


#4

'()%*&+,*&'#-.#/0*#&1/&2(3%44&5#*&'36.#7

K#4%'2&#',.1#1@@1;2#@6)9#A1,4:#.1'>16%21#)6#9%&A1#V+'2#,42)R,;%21.#A&#271,6#)<4#'+;;1''=#A6%4.'#;%4# 31,:6,?>,6%2(%8?'0,6%31,.%R#63%61"#?)(93%4,<%C,$2"#6?.7%;1'3%:'@,6%'%6,,:2(/?.%;26,%,5,0#32>,%/$,,(% -,:72#;6%I&#%''#C%4.#1R>14',51M#A6%4.#1R214',)4'#27%2#)4#>%>16#'91--#9)61#-,01#F%2+6.%&#X,:72#],51# '0,2#,.1%'#27%4#271&#.)#5,%A-1#61514+18/,(,$'32(/%"88"$3#(232,6B%P1,(%."#9$,%)"(,%4""@2(/%."#$% -?2/13%"(%W""3,$96%+2$?2(,6%'()%'88?.2(/%31'3%J1,,3"96 J-%5)61.#],>#*%-9=#2%01#%#9)9142#2)#618@);+'?# *1@)61#&)+#1514#27,40#%A)+2#.151-)>,4:#%#A6%4.#1R214',)4#2)#26&#2)#6,4:#)+2#271#-%'2#.6)>'#)@# ;61.,A,-,2&#@6)9#&)+6#A6%4.=#@,6'2#@,:+61#)+2#7)<#2)#1R26%;2#271#9)'2#5%-+1#@6)9#&)+6#;)61# ;)9>1214;,1'?


#4

Be The Best In The World At One Thing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


#5

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


#5

Smart Strategy Trumps One-Off Tactics

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`M#-,01#%22142,51#>'&;7,%26,'2'?


#6

Betting Everything On The Brand \)"(93%-"$/,3%'4"#3%31,%8$")#03*K

F2%62,4:#&)+6#)<4#DOXa#C%0%#;1--+-%6#618'1--16M#,'#%-61%.&#%4#1R26191-&#6,'0&#>6)>)',2,)4#A+2# 31'3%)2)(93%63"8%+:89) D)A,-1#%4.#271,6#;)45,4;,4:#/Wa#@6)9#6%,',4:#%#;))-#Y\Z"#9,--,)4#.)--%6'# 3"%?'#(01%"(,%;231%'%0"$,%>'?#,%8$"8"6232"(%4'6,)%,(32$,?.%"(%0"(3,(3<%=-%31'3%2),'%;'6(93%312(% 14)+:7#C',9,-%6#>-%&'#@6)9#N,'41&=#WFPX=#%4.#G1-,) 7%51#%--#@%,-1.#,4#271#'2%21'M=#271,6#>7)41'=# '165,;1=#%4.#;)42142#<161#A1,4:#9%60121.#%4.#')-.#2)#@6118'>14.,4:#CA+2#;%'78'26%>>1.#%4.# ,4216412#'%55&#!U8SD%.,'$%"?)6K<%N(-"$3#('3,?.%,>,(%'%8";,$-#?7%6,5.%4$'()%0'(93%">,$0":,%'% A%.#A+',41''#9).1-#%4.#@-%<1.#1R1;+2,)4?#*)22)9#-,41b#,@#271#'9%62'#;)9,4:#)+2#)@#271# 0":8'(.96%,5,0#32>,%"--20,6%'$,(93%'6%61'$8%'6%31,%3'$/,3%0"(6#:,$6%"(%31,%63$,,37%."#9??%1'>,%'% 516&#'7)62#'71-@#-,@1 %4.#>6)A%A-&#<,4.#+>#,4#;)+62?


#6

Execution From Production To Promotion 3296%1'$)%,("#/1%3"%),>,?"8%'()%?'#(01%"(,%8$")#03%"$%6,$>20,7%4#3%2:'/2(,%1'>2(/%TEE%0"(6#:,$%

A6%4.'#2)#9%4%:1?#P6);216#H#^%9A-1#7%'#T\#A,--,)48.)--%6#:-)A%-#A6%4.'#<,27#'%-1'#2)2%-,4:#YcS#A,--,)4# ;"$?);2),<%M1$"#/1"#3%31,%.,'$67%31,.9>,%4,,(%@(";(%'6%'%423%"-%'%4$,,)2(/%/$"#()%-"$%'682$2(/%4$'()% >)-,;1=#A+2#271#61%-#'1;612#2)#271,6#'+;;1''B#*6,--,%42#1R1;+2,)4?

$714#&)+#7%51#2)#%;L+,61#6%<#9%216,%-'=#9%4+@%;2+61=#%4.#2714#9%6012#9+-2,>-1#>6).+;2'=#&)+#9+'2# A1#%A-1#2)#.1-,516#271#6,:72#A6%4.#2)#271#6,:72#>-%;1#%2#271#6,:72#2,91?#()#9%01#27,'#7%>>14=#'+>6191# 1R1;+2,)4#9+'2#7%>>14#,42164%--&#%'#<1--#%'#1R2164%--&#<,27#%--#612%,-16'=#%:14;,1'=#%4.#'26%21:,;# 8'$3(,$6<%!"#%0'(%1'>,%31,%/$,'3,63%8$")#03%2(%31,%;"$?)7%4#3%2-%."#%0'(93%/,3%23%2(3"%31,%7%4.'#)@# ;)4'+916' ;1,(%31,.%;'(3%23%'()%(,,)%3"%4#.%23*/':,%">,$<


#7

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


#7

@A&2(3&B0)%*&:#0*&<>#6C&&:3D&!Em

J)6#9%4&#;)6>)6%2,)4'=#.151-)>,4:#41<#A6%4.'#%4.#>6).+;2'#,42164%--&#,'#V+'2#4)2#%#;)'281@@1;2,51#')-+2,)4?#3@#271#:)%-#,'# 3"%8,(,3$'3,%'(%,:,$/2(/%\'()%/$";2(/K%:'$@,3%2(%31,%A#20@,63%'()%:"63%,--202,(3%:'((,$7%."#9??%6,,%31,:%1#(3%)";(% '26%21:,;#%;L+,',2,)4#2%6:12'#6%2716#27%4#26&#2)#A+,-.#%#41<#'2,;0&#A6%4.#%4.#L+%-,2&#>6).+;2#,42164%--&?# ],0,(3?.7%31,$,96%4,,(%'%'>,01 ,4#271#4+9A16#)@#%;L+,',2,)4'#,4#271#:6)<,4:##127,;%-#;)4'+916#>%;0%:1.#:)).'#'>%;1?## *&#%;L+,6,4:#'9%--16#A+2#9)61#');,%--&80"(63$#032>,%4$'()67%6":,%"-%31,%;"$?)96%42//,63%0"(6#:,$%4$'()6%'$,%$,'82(/% 4"31%-2('(02'?%'()%6"02'?%$,;'$)6<%P1,31,$%2396%J"?/'3,8V'?:"?2>,%'0A#2$2(/%M":96%"-%Z'2(,%"$%Q,??"//96%6('3012(/%#8% d%'7, J)).'#%4.#^%6.14A+6:16=#271'1#>%62416'7,>'#%61#.1',:41.#2)#A))'2#A)27#>6)@,2#A+2#%-')#2)#6+A#)@@#27%2#:-%6,4:# 9,'',4:#,4:61.,142#,4#271#A,::16#>%6142#)6:%4,I%2,)4#^ 61'>)4',A,-,2&?


#8

Slow To Respond To Market Shifts [,396%6,,7%;1'3%)"%."#%/,3%;1,(%."#%'))%#8%'%?'0@%"-%-"$,62/137%'%?'0@%"-%2((">'32"(7%'()%'%8$"-"#()%?'0@%"-%32:2(/B% *-);0A+'216#<%'#)41#)@#271#9)'2#>)<16@+-#A6%4.'#,4#7)91#5,.1)#C%4.#271#e?F?#@)6#27%2#9%2216M=#A+2#4)<#-,01#%4#)9,221.# 60,(,%-$":%'%:">2,%"(%31,2$%61,?>,67%31,.%3""%0"#?)%;2()%#8%"(%31,%0#332(/%$"":%-?""$%\'()%."#%0'(93%4?':,%31,% 1;)4)9&#@)6#27,'#)41M? (71#516&#@,6'2#4%2,)4%-#5,.1)#;7%,4#<7)#<%'#04)<4#@)6#;7%6:,4:#-%21#@11'#,'#4)<#)4#271#516:1#)@#:),4:#)+2#)@#A+',41''# -"$%31,2$%";(%),?'.,)%$,68"(6,<%P,%@(";%1";%3126%:">2,%,()6*


#8

Unleash A Disruptive Solution =3%)",6(93%:'33,$%1";%42/%'()%60'$.%."#$%0":8'(.%267%31,$,96%'?;'.6%'(%'//$,662>,%2((">'3"$%?#$@2(/%2(%31,%61')";6%R#63% <%,2,4:#@)6#271#>16@1;2#9)9142#2)#2%01#&)+#)+2?# X12@-,R#<%'#%A-1#2)#'-%&#271#7)91#5,.1)#:,%42#A&#4)2#.),4:#%4&27,4:#2))#;)9>-1R=#A+2#A&#',9>-&#)@@16,4:#+>#%#9)61# ;+'2)91680,(3$20%6"?#32"(%'()%,58,$2,(0,<%M1,.%)26$#83,)%31,%:'$@,3%4.%2(3$")#02(/%"(?.%3;"%01'(/,6%3"%&?"0@4#63,$96% 9).1-f#271&#@,6'2#1-,9,4%21.#27)'1#%44)&,4:#-%21#@11'#%4.#2714#@-,>>1.#271#';6,>2#)4#7)<#9)5,1'#<161#.,'26,A+21.#^ 276)+:7#271#9%,-#%4.#.1-,5161.#6,:72#2)#&)+6#.))6'21>?#N)#&)+#7%51#%#9%6012#.,'6+>2,)4#'26%21:&#@)6#&)+6#A6%4.B


#9

Teaming Up With A Bloated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g?


#9

Call In A Team Of Rule Breakers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


#10

Behave Like A Start Up J)6#1'2%A-,'71.#61514+18:1416%2,4:#A6%4.'#CS"Q#19>-)&11'M#,2#')912,91'#.1',6%A-1#2)#)>16%21#9)61# -,01#%#21;7#'2%62#+>#%4.#L+,;0-&#A1#%A-1#2)#;7%4:1#&)+6#>6).+;2h'165,;1#)@@16,4:'=#9127).'#)@# 8$")#032"(%'()%)263$24#32"(7%'()%2-%(,0,66'$.7%:">,%."#$%63'--%'$"#()%?2@,%31,.9$,%8?'.2(/%:#620'?% ;7%,6'? M1,%612-3%3"%)"2(/%:"$,%;231%?,66%26%("3%R#63%'(%,0"(":20%3$,()7%2396%6:'$3%4#62(,66<%&#3%."#%(,,)%3"% A1#516&#'1-1;2,51#%A)+2#271#14261>6141+6,%-#>6,4;,>-1'#&)+#;7))'1#2)#19A6%;1=#A1;%+'1#;7))',4:#271# ;$"(/%"(,6%;2??%?2@,?.%0'#6,%'%4$'()%3"%682(%;2?)?.%"#3%"-%0"(3$"?<%`"$%2(63'(0,7%;1,(%."#9$,%1'>2(/% &)+6#'2%@@#<1%6#9+-2,>-1#7%2'=#)6#<)6'1=#@)6;1#2719#2)#>-%&#<%&#)+2#)@#>)',2,)4 ,2#;61%21'#%#516&# O$,'032>,9%;"$@%,(>2$"(:,(3%;1,$,%8,"8?,%'$,%-#:4?2(/%-"$%'(6;,$6%2(63,')%"-%0$,'32(/%4$,'@31$"#/1% ,.1%'?#K4.#&)+#:+1''1.#,2=#<714#27,'#,'#271#;%'1=#&)+#7%51#516&#-,22-1#>6)%;2,51#27,40,4:#:),4:#)4#2)# .151-)>#271#615)-+2,)4%6&#63$'3,/2,6%."#$%"$/'(2X'32"(%\"$%8'$3.*K%6"%),68,$'3,?.%(,,)6<%


#10

Behave Like A Start Up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i)+#;%4#,44)5%21#V+'2#-,01#2719?#i)+#V+'2#9%&#4)2# @(";%23%.,3*


Tomorrow Will Belong To The Unafraid M"%6#$>2>,%'()%31$2>,%2(%3")'.96%,0"(":.7%23%3'@,6%'%?"3%:"$,%31'(%R#63%0?2(/2(/%3"%.,63,$)'.96% 63$'3,/2,6%'()%1"82(/%-"$%31,%4,63<%C#$,7%4#)/,36%'$,%32/13,$%'()%0"(6#:,$96%1'>,%4,0":,%:"$,% )2--20#?3%3"%$,'017%4#3%)"(93%;'>,%31'3%;123,%-?'/%.,3<%% F";96%271#2,91#2)#9)51#@%'216=#'9%6216=#%4.#9)61#%::61'',51-&? (71#-#3#$,%;2??%4,?"(/%3"%31"6,%31'3%)"(93%R#63%6,33?,%-"$%3$.2(/%3"%$,8;61%21#271,6#>%'2?#K@216#%--=# 2((">'32"(%"(?.%0":,6%3"%31"6,%31'3%$,?,(3?,66?.%8#$6#,%23*


],0,(3%4$'()6%;,9>,%1,?8,)%4$,'@%31$"#/1* X)627#>-%&1.#%#01&#'26%21:,;#6)-1#,4#271# .151-)>9142#)@#>-%&?,27%J&C%]')2"96%(,;% 91.,%#>-%&16#%>>-,;%2,)4?#>-%&?,2 A6,4:'#%--# '2%2,)4'#%4.#%''12'#,4#271#/*F#k%.,)# 412<)60#2):12716=#>6)5,.,4:#%#<,.1#;7),;1# )@#@)69%2'#@)6#A)27#+'16'#%4.#%.5162,'16'?

34#V+'2#["#.%&'=#271#X)627#21%9#A+,-2#)+2#%# ;)9>61714',51#A6%4.#;)99+4,;%2,)4'#'26%21:&=# .151-)>1.#271#:-)A%-#;%--#2)#%;2,)4=#%4.#;61%21.# %4.#<6)21#%--#;)4'+9168@%;,4:#91''%:,4:#@)6#271# 7,'2)6,;#c8;)42,4142#;)4;162#'16,1'#27%2#,4'>,61.#%# :-)A%-#9)519142#2)#;)9A%2#271#;-,9%21#;6,','?

X)627#,'#%#/%-,@)64,%84'6,)%O$,312(@%3'(@9%31'3% 71->'#'1-1;2#;)9>%4,1'#61,45142#%4.#618>)',2,)4# 31,:6,?>,6%3"%4$,'@%31$"#/1%2(%3")'.96%2),'8 .6,514#1;)4)9&? 3@#&)+#7%51#%4#1R;,2,4:#%4.#;7%--14:,4:#,4,2,%2,51# %4.#<%42#2)#:12#,2#>),421.#,4#271#6,:72#.,61;2,)4# '14.#%#'7)62#19%,-#,426).+;2,)4#2)# '7%6>14j.)42:)')+27?;)9 '()%;,9??%6,3%#8%'% 2,91#2)#2%-0#'7)>?

k1919A16=#,@#."#9$,%("3%/$";2(/%8 ."#9$,%).2(/<

X)627#<%'#%'01.#A&#V,,396 /)@@11#H#(1%#2)# >%6%;7+21#,4#%4.#A6%,4'2)69#<%&'#2)# %;;1-16%21#26,%-#%4.#-)&%-2&#%;6)''#271,6#41<# %4.#;+66142#:1):6%>7,1'#%4.#612%,-#;7%441-'# A&#>)',2,)4,4:#V,,396 '6%O31,9%68,02'?3.%0"--,,% 27)+:72#-1%.16?

C'(a26@7%31,%;"$?)96%?'$/,63%6#88?2,$%"-%-?'61%:,:"$.% ;%6.'=#2%>>1.#X)627#2)#.151-)>#271#41<#;)4'+9168 @%;,4:#A6%4.#'26%21:&#%4.#276118&1%6#A+',41''# '26%21:&#2)#26%4'@)69#271,6#DP\#A6%4.#@6)9#:1416,;# 9%4+@%;2+616#2)#%#@)69,.%A-1#>-%&16#,4#271#.,:,2%-# 142162%,49142#'>%;1=#,4#2+64=#71->,4:#:6)<#271,6# ;)42142#.,'26,A+2,)4#%4.#;)4'+9>2,)4#'2)6&?

X)627164#/%-,@)64,% !cT[#(1-1:6%>7#K51?# a%0-%4.=#/K##[lZ!T

F)+27164#/%-,@)64,% DTES%Z,?$"6,%+>,<%%HJI ])'#K4:1-1'=#/K#[""T[

<<<?.)42:)')+27?;)9


http://www.brandchannel.com/images/papers/444_Innovate_or_die