Coms. V 2014
the new coms disciplines (as seen from outside coms)
Leandro Herrero MD MBA FCMI FioD,FRSA
“Banking is needed, banks are not�
Your function is not needed
Stable Predictable Complicated Unequivocal Structured
Volatile Unpredictable Uncertain Complex Ambiguous
? Â
Casualties of VUCA +RIP Continuous improvement
+RIP Benchmarking & Best Practices
+ICU Traditional Strategic Planning
+ICU Traditional competency models
+RIP
+ICU
Top down change
Customer driven innovation
5
7 shifts and new disciplines
Behavioural economics (managing irrationality) + gamification
Traditional (social) psychologY
1
Network theory. Network curation
Organizational theory
2
Advocacy, Activism and Social movements (crowd-surfing) [brand activists]
Employee Engagement (air time, employee voice etc) [brand ambassadors]
3
Storytelling. Compelling big narrative, social purpose & space in the world
Corporate comms messaging on mission, vision & strategy
4
Bottom-up, grassroots, peer-to-peer, behavioural (Viral) change ™
Traditional Change management (topdown communications) Hierarchical
5
Information, dictation, guidelines, instruction.
Top down communication and training programme
x
All management hierarchical layers
x
Change Outcomes
=
x
Small number of highly connected, highly influential people
Small set of non negotiable behaviours
Traditional
Peer-to-peer informal networks
x
Viral Change™
=
12 Â
13
6 Brand broadcasting Push-down information unidirectional (DEFENSIVE) PR AUDIENCE
brand as behavioural dna Pull, scale-up behaviours (engagement) COMMUNITY BUILDING
“RE-MARK-ABLE”
worth remembering worth telling a story
noticeable, noteworthy, striking extraordinary, special, outstanding, singular…
The seven disciplines of new coms
1.Behavioural economics 2. Network theory 3.Social movements & (DIGITAL) activism 4.Storytelling 5 Viral change™ 6 Behavioural branding 7.  (urban & generational) social anthropology
Coms.reboot.2014
The new coms academy
Part 1
Part 2
1.Behavioural economics 2. Network theory 3.Social movements & (DIGITAL) activism 4.Storytelling
5 Viral change™ 6 Behavioural branding 7. (urban & generational) social anthropology [THE GLUE DAY]
Leandro-Herrero@thechalfontproject.com