Page 1

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!

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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.

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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

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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,ƚŚĞdƌĂŝŶŝŶŐ/ŶƐƟƚƵƚĞŽĨ^d/DĂŝŵƐƚŽƉƌŽǀŝĚĞŵĂƌŬĞƟŶŐ ƉƌŽĨĞƐƐŝŽŶĂůƐƵƉͲƚŽͲĚĂƚĞŵĂƌŬĞƟŶŐŬŶŽǁůĞĚŐĞƚŚƌŽƵŐŚǀĂƌŝŽƵƐƚƌĂŝŶŝŶŐĐŽƵƌƐĞƐ͘ ŽŽƉĞƌĂƟŽŶǁŝƚŚĂĐĂĚĞŵŝĐƉĂƌƚŶĞƌƐĞŶƐƵƌĞƐƚŚĞƐĐŝĞŶƟĮĐĨŽƵŶĚĂƟŽŶŽĨƚŚĞ ƉƌŽŐƌĂŵƐŽīĞƌĞĚ͘ǀĞŶŵŽƌĞŝŵƉŽƌƚĂŶƚŝƐƚŚĞŶĞƚǁŽƌŬŽĨƚĞĂĐŚĞƌƐĨƌŽŵďƵƐŝŶĞƐƐ ǁŝƚŚƐƉĞĐŝĮĐĞdžƉĞƌƟƐĞŝŶŵĂƌŬĞƟŶŐ͕ƐĂůĞƐĂŶĚĐŽŵŵƵŶŝĐĂƟŽŶ͘dŚĞŽďũĞĐƟǀĞŽĨĂůů ƉƌŽŐƌĂŵƐŝƐ͗ĚŝƌĞĐƚƵƐĂďůĞŬŶŽǁůĞĚŐĞ͕ĞŵďĞĚĚĞĚŝŶĂůŽŶŐůŝĨĞůĞĂƌŶŝŶŐƚƌĂũĞĐƚŽƌLJ͕ ǁŝƚŚĂĐĞƌƟĮĐĂƟŽŶŽĨƚŚĞůĞĂƌŶŝŶŐŽƵƚĐŽŵĞƐ͘

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EĞƚǁŽƌŬŝŶŐΘ ŬŶŽǁŚŽǁƚƌĂŶƐĨĞƌ


“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/

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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.

www.expertmarketermagazine.com For more information, contact: ward@expertmarketermagazine.com 64


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