Technology-Enabled Collaboration for Brand Building
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By Guy White, Catalyx. Presented at Crowdsourcing Week Europe 2014. Join us at the next event: http://crowdsourcingweek.com/
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Technology-Enabled Collaboration for Brand Building
- 1. Technology Enabled Collaboration for Better Brand Building Guy White, Managing Director, Catalyx © Catalyx. The material in this document is owned by Catalyx
- 2. We unlock value from the collective intelligence of crowds, communities and conversations… To uncover insight. To co-create marketing, product & policy innovation. To build participant and consumer engagement.
- 3. Our view of brand building (this hasn’t changed)…
- 4. A traditional brand building approach Learn (research agency) Create (creative agency) Test (research agency) Go Try again
- 5. A traditional brand building approach PRODUCT COMPANY CONSUMER PURCHASE
- 6. When things go (really) wrong…
- 7. Marketing Crowdsourcing is not new 2014 Pillsbury Bake off Competition 1949 Pillsbury Bake Off Competition Grand Prize Winners 1949 2013
- 8. The disruptor was the technology… Platform + People + Incentive
- 9. Doing the offline bigger, better and faster online
- 10. Doing the offline bigger, better and faster online Learn (research agency) Create (creative agency) Test (research agency) Go Try again $$$
- 11. It’s not yet perfect… Echo Chamber remains Massive Waste remains Brand expertise lost
- 12. A second disruption is going on… True technology enabled collaboration - The Consumer Co-Creation Community Learn: Create, Test Ideas: Engage and and evolve: launch:
- 13. From insight to launch in 5 months, 20% brand awareness before launch and so much buzz launch brought forward to meet demand In conjunction with
- 14. 100 ideas, 10 validated concepts, a 12 month digital content calendar, a co-created digital strategy…. In less than a month In conjunction with
- 15. Disrupting the Brand building mindset WITH not FOR the end user Interpret the experts, don’t be the expert No more silos: Research and creativity happen at the same time
- 16. But, keeping the important things… Collaboration not competition Expert skills remain with experts
- 17. A glimpse into the future ? – the crowdsourced Brand – from idea, to design to testing to funding…
- 18. …. To marketing and communication Technology Enabled Collaboration building better brands 100% by customers, for customers
- 19. Please contact us for any more information info@thecatalyx.com 0041 22 345 0994 © Catalyx. The material in this document is owned by Catalyx
Notas del editor
- I imagine the first 50% of this presentation will not be new for most people. But I want to talk through the current norms and highlight how it is now evolving
- At each stage of this process you need to understand and interact with the end user of the product or service.
- Global Marketing and advertising industry @ $600 billion
- Crowdsourcing is the practice of engaging a ‘crowd’ or group for a common goal
- Social Media to Social Productivity.
- Truly fixes the problems in the brand building process, throughout the full process… And it is not technology but Mindset that does this….
- Consumer is boss….
- Consumer is boss….
- Even more complete. Building better brands – a complete end to end solution….
- Even more complete. Building better brands – a complete end to end solution….