How to deliver VALUE

VALUE!
A NEW / OLD AGENDA FOR BRANDS

BAD WILL,
HUNTING

Banksy – Trolleys

More than any time
in history, mankind
faces a crossroads.

One path leads
to despair
and utter hopelessness,
the other
to total extinction.

Let us pray that
we have the wisdom
to choose correctly

Image source needed Woody Allen

UNIQUE SELLING PROPOSITION

EMOTIONAL SELLING PROPOSITION

USEFUL SELLING PROPOSITION

(AREN’T BRANDS
SUPPOSED TO DO
EXACTLY THAT?)

PRACTICAL=
REDUCING
COGNITVE LOAD

PRACTICAL=
“STRESS SAVING”

www.googlemobile.blogspot..com

FOR
PRCATICAL
VALUE,
FIND THE
ANSWERS…

GOOD
PARTICIPATION
HAS TO BE
WIN-WIN

THAT IS,
ADD VALUE
NOT JUST TO THE
COMPANY/BRAND,
BUT ALSO TO THE
USER/CUSTOMER

Customers do: research, product development, design, portfolio
management, market sizing, marketing, advertising.
Threadless does: prints t-shirts, business development,
ecommerce infrastructure, community infrastructure.

More than 800,000 consumer-generated models.
The best are released as official LEGO products;
LEGO pays the creators royalties.

“With Lego Factory we can expand
beyond our one hundred in-house designers
to marvel at the creativity of more than
three hundred thousand designers worldwide.”

Mark Hansen, Director
Lego Interactive Experiences

Used by more than 150 corporations: Eli Lilly, Boeing, DuPont, P&G, Colgate-Palmolive…

Problem solved for Colgate-Palmolive:
how to inject fluoride powder into a
toothpaste tube without it dispersing into the
surrounding air.
Solution: impart an electric charge to the
powder while grounding the tube.
An electrical solution to a seemingly
chemical problem.

•  Idea generation by employees
•  Set up in 1996
•  Annual seed funding budget: $40M
•  Employees receive $300k-$500k
for proposals that turn into business plans

•  2006: The biggest ever jam
•  150k minds in 104 countries
•  Clients, consultants, employees, families
•  4 subject areas: transportation, health, environment, finance & commerce
•  46k ideas; $100M invested in 10 of them

“The world is my lab now.”

John Kelly, Director of IBM Research

•  The mining firm made its proprietary data about a mining site in Ontario public,
then challenged outsiders to advise where to dig next
•  The participants suggested more than a hundred possible sites to explore,
many of which had not been mined by Goldcorp – and that yielded new gold

•  Identifying and measuring landforms (craters, ridges, valleys) –
in order to find evidence of water
•  As a pilot, an already-categorized dataset was put online – 88k images
–  Within a month all were categorized accurately by the community
–  Took a professional geo-scientist two years

•  In 6 weeks from 11/07 to 1/08: over 193M visits and over 123M elves created =
60 elves per second (In the previous year: 11M elves in five weeks)
•  Total time people spent on Elf Yourself: 2,600 years
•  More than one-third of visitors said the site influenced their decision to visit OfficeMax, and
about one-third of visitors said the site improved their perception of OfficeMax

•  In the first three weeks of the 2008/9 campaign, 57M elves were created
•  122M elves created in total
•  Average time spent on the site doubled to 15 minutes

“When the florist sends a note
reminding you of your mother’s birthday,
and offers to deliver flowers again this year
to the same address and charge against the same
credit card you used with the florist last year,
what are the chances that you will pick up the phone
and try to find a cheaper florist?”

Don Peppers and Martha Rogers,
Enterprise One to One

A PICTURE IS
WORTH A
THOUSAND
NUMBERS

“When you compete on belief,
there’s little competition can do.”

Harvest Communications
Lessons from Cultural Icons, 2002

INSTEAD OF A
“SELLING
PROPOSITION”…

INSTEAD OF
TELLING THEM
WHAT TO THINK/
DO/BUY…

THE DIALOG
WILL PROVIDE
MEANING

THE DIALOG
WILL PROVIDE
PURPOSE

IT’S BEST
WHEN IT’S
TRULY RELEVANT

TRUE TO THE
BUSINESS’S
PURPOSE

FEW BRANDS
MANAGE TO
FULFILL
A PURPSE

GENERATION
WHY
=
ASKING WIIFM

Practical (time, energy, simple)

Participatory (win/win value)

People (social, P2P)
Personalized (interactions, experiences, products)

Pleasure (view, use)

Play (games, gamification)
Purpose (larger meaning)

PURPOSE

PLAY

PLEASURE

PERSONALIZED

PEOPLE

PARTICIPATORY

PRACTICAL

IT’S BACK TO BASICS, REALLY.

Image source needed

“A clear majority of consumers’ affinity
for a brand is swayed, either positively
or negatively, by their digital experience
with that brand… digital experiences
directly correlate to purchasing behavior”

Feed, The Razorfish Digital Brand Experience Report, 2009

How to deliver VALUE

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