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Crosscut Advisory Partners 2012 Primer
- 1. TM TM
Crosscut Advisory Partners, LLC.
Partner Development
© 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 2. Humans follow culture looking for new ways
to consume. Proof: in a generation
everything changed
Analog Digital
1 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 3. Crosscut shapes brands in the image of
culture identifying for brands where they
should focus their attention, next
2 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 4. Culture
Sets of ‘practices’ people adopt to
experience life, relate to one another,
establishing and evolving societal norms
3 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 5. Cultural Relevance and the relevance of
culture
Nike Culture Culture of Nike
(Innovative performance) (Ingenious style)
4 © 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 6. Brand differentiation has declined in 40 of
46 categories 1
5 Source: “The Brand Bubble,” John Gerzema and Ed Lebar, 2008. © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 7. Brands now follow Culture rather than
lead it
6 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 8. Marketers are finding it more difficult to
find the most original pathways
7 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 9. The 2009 CMO Survey: Marketers want to
know how to measure customer insights
and culture
8 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 10. But consumer trends can only observe
diffused behavior, it’s over before it’s begun
9 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 12. We measure culture and then relate the
insights to brand and marketing strategies
Marketing Performance
α
Culture
11 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 14. Crosscut segments culture into 20 discrete
categories
CELEBRITY CULINARY CURRENT
DESIGN DIVERSITY
INFLUENCE HABITS EVENTS
ENVIRON FAITH & ENTERTAI
POLITICS FAMILY FASHION
MENT NMENT
GAMING & HEALTH &
INNOVATION INTOXICANTS LANGUAGE
HOBBY FITNESS
MEDIA MUSIC TASTE ROLE MODEL SEXUALITY SUCCESS
11 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 15. And crosses them with 20 business
verticals
BEER & CONSUMER CONSUMER
AUTOMOTIVE DIGITAL
SPIRITS ELECTRONICS PCKG GOODS
ENTERTAI ENVIRO FINANCIAL FOOD & HEALTH
NMENT NMENT SERVICES BEVERAGE CARE
HOSPITALITY MEDIA & QSR & CAS SOCIAL
RETAIL MEDIA
PUBLISHING DINING
TRAVEL &
SPORTS TECHNOLOGY TELECOM WIRELESS
LEISURE
12 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 16. Crosscuting is capable of at least 400
TM
unique, quantifiable brand profiles
13 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 17. Because culture moves and causes
movements we measure it and brands qrtly
14 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 18. Crosscut correlates culture to marketing
models simply without fuss
MARKETING CONSUMER MARKET SHAREHOLDER
PROGRAM MINDSET PERFORMANCE VALUE
INVESTMENT
Product Awareness Price premium Stock prices
Communication Associations Price elasticities P/E ratio
Trade Attitudes Market share Market cap
Employee Attachment Expansion
Other Activity Cost structure
Profitability
CULTURE CULTURE CULTURE CULTURE
INSIGHT CONTEXT APPLICATION RELEVANCE
15 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 19. What is your business objective?
BRAND CHANNEL CONSUMER
ADVERTISING
POSITIONING SALES INSIGHT
NEW PRODUCT PORTFOLIO STRATEGIC
TECHNOLOGY
DESIGN MANAGEMENT PLANNING
16 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 20. 5 Questions:
What culture dimension is driving your category?
How are you leading in your business vertical?
What is your speed to market for innovation?
How do you determine what to innovate in your portfolio?
Which brands are growing market share in your category?
17 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 21. How do you identify culture in your
business?
Brand equity studies
Brand health analysis
Brand tracking
Brand value regression
Consumer segmentation
Customer satisfaction
Ethnography
Forecast planning
Marketing mix modeling
ROI analysis
Usage & Attitudes studies
18 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 22. Where can you use culture insights most?
Idea Product Manufacture Retail Communication Target
culture
19 © 2009-2010, Crosscut Advisory Partners, LLC. All Rights Reserved.
- 23. Thank you.
Lee “Chappy” Chapman, Principal
Chappy@crosscutadvisory.com
www.crosscutadvisory.com
TM
© 2009-2011, Crosscut Advisory Partners, LLC. All Rights Reserved.