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How To Be A Marketing Leader
- 1. 油 Confidential Information 息 2008 The Identity Circle. All rights Reserved How to be a marketing leader in the new economy Learn the 5 secrets of value creation
- 2. In a nutshell Confidential Information 息 2008 The Identity Circle. All rights Reserved Marketing is the essential, ubiquitous task of management the purpose of which is to create a customer by understanding and meeting basic societal needs . - Peter Drucker
- 3. I The Great Reckoning II The identity-value creation connection III The science of identity IV Secrets of value creation V Marketing leadership The story in brief Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 4. I The Great Reckoning (puts the spotlight on value creation)
- 5. The crisis was the result of a perfect storm everything that could go wrong did. Steve Forbes A series of life-threatening problems within many of the world's great financial institutions was unveiled. Warren Buffett In this reset economy , we have an opportunity to grow GE over the long termin ways that drive customer productivity. Jeff Immelt The Great Reckoning Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 6. An economic reset = a marketing reset The Great Reckoning Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 7. II The identity-value creation connection (is the reset key for marketers)
- 8. Identity is a companys Name + logo Tagline Design system Brand All of the above None of the above The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 9. Identity, the human phenomenon The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 10. Identity, the organizational phenomenon The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 11. What is identity? The unique set of characteristics that reveal ones value-creating potential The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 12. Dow Chemicals value creation challenge: Slow growth for many years (3 4%) Solid attributes quality, trustworthy, reliable, committed No answer to the question: What makes Dow, Dow? The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 13. Five institutional capacities distinguished Dow: A genius for life-changing customer relationships A passion for scale A talent for whole system thinking and action An obsession with improvement A bias toward the essentials of life The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 14. Dows consumer impact highlighted the companys focus on the essentials of life. Market % Food 21.5% Household & Personal Care 14.9% Building Maintenance & Construction 10.9% Transportation 10.2% Home Care & Improvement 7.9% Paper & Publishing 5.9% Furniture & Furnishings 5.6% Electronics & Entertainment 5.4% Health & Medicine 3.2% Water Purification & Waste Management 2.9% Miscellaneous 2.5% Heavy Construction 0.2% Oil & Gas 8.9% 100.0% The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 15. The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 16. 1999 $18+ billion sales For years, only GDP growth ( 3 4% ) 油 2008 $50+ billion sales Since1999: 13% annual growth rate The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 17. Identity, the marketing phenomenon The identity-value creation connection Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 18. III The Science of Identity (emerges)
- 19. The Identity Impact Survey (Summer/Fall 2009) One-year effort 1,941 respondents 5 companies (21 candidates) $50MM to $8 billion Global and domestic Public and private B2B and consumer Sophisticated psychometrics The Science (emerges) Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 20. Organizational and Individual Identity Strength have a major impact on employee engagement and employees resultant commitment to the brand (r = .686)
- 22. Identity strength is a leading indicator of a companys value-creating capacity
- 23. and holds crucial business implications Constrained value creation Handcuffed financial performance Inefficient strategy deployment Limited innovation Overpromise, under-deliver on brand Low-traction culture Lower investment value High value creation Superior financial performance Effective strategy deployment Efficient innovation Strong brand Responsive culture High investment value Low value creation Sub-par financial performance Ineffective strategy deployment Depleted innovation No meaningful brand Dysfunctional culture Low investment value Pent-up value creation Limited financial performance Inefficient strategy deployment Limited innovation Brand confusion Diffuse culture Lower investment value
- 24. IV Secrets of value creation (and the marketing action each implies)
- 25. 1. Value is the proprietary contribution a company is capable of making In the marketplace In the world Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 26. 1. Value is the proprietary contribution a company is capable of making Marketing action: Clarify and invest in your companys unique, value-creating capacities Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 27. 2. Identity is the source of value creation Provides a center of gravity for all decisions and actions Yields a sustainable competitive advantage , by leveraging unique, institutional capacities Leads to developing the right products for the right reasons Fosters efficient innovation Inspires a timeless brand Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 28. 2. Identity is the source of value creation Marketing action: Crack the code on and market the identity of your company. Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 29. Secrets of Value Creation 3. Value creation drives wealth creation Employees (create value) Customers (purchase value) Investors (finance value) Suppliers Communities Government Unions Direct End users Society Analysts Portfolio managers Shareholders
- 30. 3. Value creation precedes wealth creation Marketing action: Align the interests of all stakeholders to the companys advantage. Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 31. 4. Value is maximized when it is created on four levels, simultaneously. Value for 油 Individuals products and services that spur creativity and productivity Businesses solutions that improve customers performance The industry innovations that increase the overall impact of that industry on the economy Society changes that meet fundamental needs, which improve peoples lives 油 Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 32. 4. Value is maximized when it is created on 4 levels, simultaneously. Marketing action: Market comprehensively answer individual, business, industry, and societal needs, simultaneously . Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 33. 5. All value flows upstream. 油 No matter where a company is on the value chain, success depends on its contribution to the well-being of end-users Developing institutional roots is the key Building a relationship with the society or culture of which the company is necessarily a part . Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 34. 5. All value flows upstream. Marketing action: Market the institution not just the business become a societal brand Secrets of Value Creation Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 35. V Marketing leadership (in the new economy)
- 36. Clarify and invest in your companys unique, value-creating capacities Crack the code on and market the identity of your company 3. Align the interests of all stakeholders to the companys advantage 4. Market comprehensively Answer individual, business, industry, and societal needs 5. Market the institution not just the business Become a societal brand Marketing leadership in the new economy Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 38. The problem: Wealth creation before value creation The solution: Value creation before wealth creation Who: Marketing Why: Guardians of value creation How? Marketing leadership in the new economy Confidential Information 息 2008 The Identity Circle. All rights Reserved
- 39. From survival of the fittest to survival of the finest Purpose guides profit Contribution dictates reward 油 Everyone may make money, but the "finest" institutions will emerge as our new economic leaders Companies that not only stay financially solvent, but who cultivate strong value-creating cores. The Great Reckoning Confidential Information 息 2008 The Identity Circle. All rights Reserved