strategic planning,

1. nobody knows
how it works but...
!
cool story bro!
LESSON #2
s t r a t e g i c planning
helene duvoux_mauguet
0 1 5

2. 2
brand
story!
R I C H A R D C O R D I N E R _ R E F

3. 3
« brands fail to
connect »!
R I C H A R D C O R D I N E R _ B R A N D S T O R Y

4. 4
ipod_graffity case

5. who is this guy?!

6. who is this guy?!
he’s jeff jarvis

8. #empowerment!

9. 9
people have
a!
voice!

10. people have !
choice!

11. people are !
in control!

12. YOU’RE DOING (IT)
WRONG

13. the digital revolution
happened!

14. 14
the media landscape
became awfully
complex !

15. 1. markets are conversations!
H T T P : / / W W W . C L U E T R A I N . C O M /

16. 16
consumers becoming
completly irrational!

17. new customs adopted !

18. 18

19. 19
j w t i n t e l l i g e n c e _ 1 0 t r e n d s f o r 2 0 1 3
h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = b c d s 7 z q e l p m

20. 20

22. 22
competition comes
from anywhere!

23. Et bientôt l’imprimante
3D et la nouvelle
révolution industrielle!
while we wait for the
next industrial
revolution…!

24. 24

25. 25
better connected and more
informed than ever before,
the consumer was suddenly
willing and able to use its
new found connectivity
against the brand if it dared
contravening an unspoken
contract of trust. !
R I C H A R D C O R D I N E R _ B R A N D S T O R Y

26. microsoft_bringtheloveback

27. Kill
bill
27!
everything is
dead

28. advertising’s
fault

30. television is a drug
http://www.youtube.com/watch?v=e4mqhtcewe8

31. « marketing
is dead »
K E V I N R O B E R T S
h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o

32. marketing is dead. the role
of marketing has changed
now. (…) marketing’s jobs
is to create movement and
inspire people to join you.
K E V I N R O B E R T S
h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o

33. “the big idea is dead. there
are no more big ideas.
creative leaders should go
for getting lots and lots of
small ideas out there. stop
beating yourself up searching
for the one big idea.
get lots of ideas out there
and then let the people you
interact with feed those ideas
and they will make it big.”
K E V I N R O B E R T S
h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o

34. “everyone wants a
conversation. they want
inspiration. inspire people
with your website. don’t just
interrupt, but interact. asking
about return on investment is
the wrong question today.
you should be asking about
return on involvement.”
K E V I N R O B E R T S
h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -
s a a t c h i - c e o

35. 35!
like this?

36. pantene aqua light uk_make a swisssh
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = C 2 _ f m A o - 6 k k

37. pantene aqua light uk_make a s w i s s s h

38. pantene aqua light uk_make a swisssh
https://www.youtube.com/watch?v=pakmgyeqe7k

39. h t t p : / / f r . s l i d e s h a r e . n e t / e n g a g e m e n t v s i n t e r r u p t i o n / e n g a g e m e n t -
v s i n t e r r u p t i o n - 1 4 1 8 0 4 1 8

40. THOUGH

41. T I M G E O G H E G A N i n
h t t p : / / b b h - l a b s . c o m / t h e - p o w e r - a n d - p e r i l s - o f - p a r t i c i p a t i o n - 2 /

42. H T T P : / / W W W . H O U S E O F N A K E D . C O M /

43. brands were

44. 44
in this environement of doubt, brands
got scared and started to listen to
everybody!

45. 2005
2006
2007
2008
2009
2010
2011
2012
2013
2014

46. 46
internet rules
the world

47. converse_domaination
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = C H t y Q J z T y 7 0

48. 48
comms planning/
imc

49. 49
« the art and science of reaching
target audiences using
marketing communication
channels »*
* h t t p : / / e n . w i k i p e d i a . o r g / w i k i / C o m m u n i c a t i o n _ p l a n n i n g

51. 51
SMART_D EJOUEZ PARIS

52. 52
SMART_D EJOUEZ PARIS

53. 53
three sixty

54. 54
= consistencydeclension

55. 55
D U M B WAY S TO D I E _ C A S E
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = I x Z _ Z z n O 2 e k

56. 56
D U M B WAY S TO D I E _ C L I P
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = I J N R 2 E p S 0 j w

57. 57
transmedia

58. 58
= diversificationpathway

59. 59
rom_american rom

60. topshop_google+
h t t p s : / / p l u s . g o o g l e . c o m / + t o p s h o p
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = 5 t a f 9 o fl 9 9 g

61. 61
365

64. oreo_daily twist
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = Z D S c 0 V 3 A E n k

65. 65
real time
advertising

66. coca cola_polar bears_superbowl
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = S L W P Y d s V 7 p o

67. 67
crowdsourcing
/co-creation /
ugc

68. we believe, people embrace
what they create.!
H T T P : / / E N . W I K I P E D I A . O R G / W I K I / E N G A G E M E N T _ M A R K E T I N G
INTERVIEW ALAN MOORE WITH HENRY JENKINS DEFLORZ PROFESSOR OF HUMANITIES AND FOUNDER AND DIRECTOR OF THE
COMPARATIVE MEDIA STUDIES PROGRAM AT MIT

69. s t a r b u c k s _ m y s t a r b u c k s idea
h t t p : / / m y s t a r b u c k s i d e a . f o r c e . c o m / i d e a h o m e

70. m o n t b l a n c _ t h e beauty of a second
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = r 0 k c 0 _ t b v 9 w # a t = 3 4 /

71. google_demo s l a m
h t t p : / / w w w . d e m o s l a m . c o m /

72. google_demo s l a m
h t t p : / / w w w . d e m o s l a m . c o m /

73. 73
memetics

74. internet memes are thus
a hijacking of the original
idea, the very idea of a
meme having mutated
and evolved in this new
direction
R I C H A R D D A W K I N S

75. meme generator_my little pony
h t t p : / / m e m e g e n e r a t o r . n e t / M y - L i t t l e - P o n y

76. h t t p : / / w w w . v i s i t s c o t l a n d . c o m / b l o g / s c o t l a n d / s h e t l a n d -
p o n i e s - i n - c a r d i g a n s /

77. visit scottland
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ?
f e a t u r e = p l a y e r _ e m b e d d e d v = K F D N a b O q g 3 Q

78. three_danceponydance
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = E k r 0 5 T 9 I a i o

79. three_pony mixer
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ?
f e a t u r e = p l a y e r _ e m b e d d e d v = r W X D - g Z u W N k

80. 80
who cares??

81. semiotics!

82. 82
red bull_stratos

83. 83
ibm_the boy and his atom

84. 84
behavioral
economics

86. HTTP://THEFUNTHEORY.COM/

87. 87
v w _ t h e fun theor y
http://www.thefuntheory.com/

88. immortal fans_r ecife football club
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = u t r y i y x z 5 e o
Immortal fans!

89. The great schlep
OBAMA_the great s c h l e p
https://www.youtube.com/watch?v=-c3ImbC2BBk

90. stunt

91. tropicana_artic sun
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = u X 3 E e m f s K d s

92. 92
brand content

94. prada_a therapy
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = - g l - k a g u m n g

95. lacta_love in the end
http://www.youtube.com/watch?v=xeon-ckrlko

96. PERMISSION!
INTERRUPTION!
engagement
marketing

97. ONE-WAY
TWO-WAY

98. without any clear definition, the
term engagement has become
commonplace in marketing
practice, with many believing
that engagement is of key
importance in evoking a
response (attitudinal or
behavioural) from consumers,
assuming it ultimately leads to
purchases and brand loyalty.!
F A C E B O O K F A N S : A F A N F O R L I F E ?
K A R E N N E L S O N - F I E L D A N D J E N N I F E R T A Y L O R _ A D M A P _ M A Y 2 0 1 2

99. Alors
que
les
compagnies
internet
s'efforcent
d'ajuster
leurs
services
à
nos
goûts
personnels
(y
compris
l'actualité
et
les
résultats
de
recherche),
une
dangereuse
conséquence,
involontaire,
émerge
:
nous
nous
retrouvons
piégés
dans
une
bulle
de
filtres
et
ne
nous
trouvons
pas
exposés
à
l'informaPon
qui
pourrait
remeQre
en
quesPon
ou
élargir
notre
percepPon
du
monde.
Eli
Pariser
argumente
avec
force
qu'au
final
cela
s'avérera
mauvais
pour
nous
et
pour
la
démocraPe.
Pioneering
online
organizer
Eli
Pariser
is
the
author
of
The
Filter
Bubble,
about
how
personalized
search
might
be
narrowing
our
worldview.
Full
bio
»
H T T P : / / M A R T I N W E I G E L . O R G / 2 0 1 3 / 0 2 / 2 0 / A - T A L E - O F -
H U M I L I T Y - A N D - I N D I F F E R E N C E /

100. talktalk_brightdancing
H T T P S : / / W W W . Y O U T U B E . C O M / W A T C H ?
V = L R Q N K O Y 8 P T U

102. service

103. 103
delivering
happiness –
a path to profits,
passion, and
purpose

104. you admire a character for
trying more than for their
successes.!
R U L E # 1
T H E 2 2 R U L E S O F S T O R Y T E L L I N G , A C C O R D I N G T O
P I X A R _ E M M A C O A T S

105. WHEN IT COMES TO
INTERACTING WITH
YOUR CUSTOMERS,
MORE ISN'T BETTER.!
HARVARD BUSINESS REVIEW_THREE MYTHS ABOUT WHAT CUSTOMERS WANT_KAREN FREEMAN, PATRICK
SPENNER AND ANNA BIRD_MAI 2012
dominos pizza_turnaround
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = A H 5 R 5 6 j I L a g

106. neuromarketing

107. big data

108. il est vrai que cela génère du business
et de la rentabilité : des chercheurs du
mit ont récemment réalisé une étude
sur 330 entreprises. elle montre
clairement que les entreprises qui
exploitent intelligemment les données
ont en moyenne une productivité
supérieure de 5% et une rentabilité
supérieure de 6 % par rapport à leurs
concurrentes
H A R V A R D B U S I N E S S R E V I E W _ N O V E M B R E 2 0 1 2
H T T P : / / W W W . D O C N E W S . F R / A C T U A L I T E S / T R I B U N E , B I G - D A T A - V A L U E D -
D A T A , 3 5 , 1 5 7 2 8 . H T M L

109. i b m a l a n c é u n o u t i l q u i m e s u r e t o u s l e s b r u i t s a u t o u r s d ’ u n e
m a r q u e . i l s o n t f a i t p o u r v a c h e q u i r i t u n e é t u d e a u x u s a . i l s
o n t d é t e c t é q u e l a m a r q u e s u r c e m a r c h é é t a i t p e r ç u e c o m m e
u n p r o d u i t d i é t é t i q u e . i l s l ' o n t d é p l a c é d a n s l e s r a y o n s
d i é t é t i q u e s - c e l a a f a i t p r o g r e s s e r l e s v e n t e s d e + 4 0 % .
p e r s o n n e n ’ a v a i t v u c e l a a v a n t .
h t t p : / / w w w . d o c n e w s . f r / a c t u a l i t e s / i n n o v a t i o n , b i g - b a n g - b i g - d a t a ,
3 4 , 1 5 3 1 2 . h t m l
+40%

110. 110
who
cares??

111. dan wieden_about creativity
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = O 6 n j B 6 F o r X 0

112. « do you want a right
hand or a left hand?
i want to use both my
hands, you know! »
D A N W I E D E N

113. « it’s not a choice
it’s just expanding
opportunities »
D A N W I E D E N

115. 115
cadbury_gorilla

116. 116
bing_decoded jay-z
h t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = x n i c 4 w f 8 a y g

117. old spice_the man your man could smell like

118. old spice_case study

122. paid owned
earned created
build something that didn’t exist for consumers

123. The job is
undergoing
a radical
mutation !

124. strategic
planners
brand
planners
account
planners
comms
planners
media/
channel
planners
behaviour
planners
innovation
planners
digital
planners
…!

125. Behavioral
thinking
Conceptual
thinking

126. purpose
mechanics
channels
purpose
mechanics
channels

127.
01_business problem
02_explore
03_insights
04_brand purpose
05_objectives
06_target demand
07_brand behaviour
08_organising idea/task
09_ integrated creative brief
10_activating ideas