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This document discusses the concept of disruption in marketing. Disruption involves radically new ideas that help brands reach their vision faster, as opposed to convention which involves doing the same things repeatedly. The document provides examples of disruptive strategies used by companies like Apple, Adidas, Vinamilk and Best Carings that helped make their brands more inspiring and successful. These strategies established emotional connections with customers rather than just focusing on product features or promotions.
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Tbwa speech
- 1. DISRUPTION Or how doing things differently benefit the brand, the marketer and the consumer. Vietnam Marketing Conference 18 February 2009
- 3. BIRGER LINKE How we come up with award-winning id Executive Creative Director TBWAVietnam Vietnam Marcom 10 June 2008
- 4. TBWA VIETNAM
- 5. TBWA 5th largest agency group in the world, and the fastest growing 1 2 3 4 5 6 Dentsu BBDO McCann Erickson Worldwide DDB JWT $ 2,171 $ 1,742 $ 1,619 $ 1,432 $ 1,292 $ 1,237 -0.6% +13.2% +9.5% +13.3% +13.8% +8.5%
- 6. TBWA 5th largest agency group in the world, and the fastest growing Part of the Omnicom Group, the world largest Communications Group $11,377 $10,820 $6,191 $5,872 $2,951 $1,841 $10,000 $12,694 $12,383 $6,554 $6,384 $6,932 $2,094
- 7. TBWA 5th largest agency group in the world, and the fastest growing Part of the Omnicom Group, the world’s largest Communications Group 24th most creative company in the world
- 8. TBWA 5th largest agency group in the world, and the fastest growing Part of the Omnicom Group, the world’s largest Communications Group 24th most creative company in the world 9,700 people in 75 countries in 258 offices
- 10. AND OUR LOCAL ONES:
- 11. WHY DO WE WORK FOR THEM THE WAY WE WORK?
- 12. BRANDS HAVE RUN OUT OF JUICE
- 13. More and more people in the world have grown to expect great performance from products, services and experiences. AND MOST OFTEN, WE GET IT.
- 14. TAKE YOUR BIKEFOR EXAMPLE
- 15. YOUR CUP OF COFFEE
- 16. OR YOUR FRENCH FRIES
- 17. SO WHAT MAKES SOME BRANDS INSPIRING while others suffer?
- 19. BENJAMIN FRANKLIN SAID: “Insanity is doing the same thing over and over again, expecting different results.”
- 20. DISRUPTION DOES THE OPPOSITE
- 21. Convention: A widely accepted belief. Vision: A projection of the company into the future, a big idea to aspire to. Disruption: A radical new idea to help reach the vision faster.
- 22. AN EXAMPLE: QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
- 23. AN EXAMPLE: Convention till 1968 Disruption
- 24. AND WHAT WORKS IN SPORTS, WORKS FOR BRANDS,TOO.
- 25. HOW ABOUT COMPUTERS? Apple Computers
- 26. Convention: In high technology products, communication must revolve around product features Vision: Apple is the tool for creative minds Disruption: “Apple is not about bits and boxes, it’s about values.” Steve Jobs
- 27. AND HERE’S THE RESULT:
- 28. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
- 32. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
- 33. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
- 34. TODAY, THE ONCE BIG COMPETITION IS JUST NO MATCH.
- 35. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
- 36. QuickTime™ and a decompressor are needed to see this picture.
- 37. AND HERE’S ANOTHER EXAMPLE:adidas
- 38. LET’S HAVE A BILLBOARD FEATURING SOCCER GEAR.
- 39. But does it have to be a bigger version of the poster? QuickTime™ and a decompressor are needed to see this picture.
- 40. LET’S HAVE A POSTER FEATURING THE ALL BLACKS
- 41. But does it have to be printed with color? QuickTime™ and a Sorenson Video 3 decompressor are needed to see this picture.
- 42. AND HOW ABOUT LAUNCHING A SOCCCER BALL?
- 43. Why not let the customer experience beeing the ball?
- 44. BUT WE’RE IN VIET NAM! Our customers are simple people. We’re a mass market brand. They don’t understand.
- 45. Disruption doesn’t mean doing crazy things, because they’re crazy. Disruption means doing what is right for the brand.
- 46. Communicating a simple message relevant to the target audience.
- 47. BUT different from what everybody else is doing.
- 48. A LOCAL EXAMPLE: Vinamilk’s Dielac
- 49. Convention: Communicating benefits and ingredients gives the brand credibility Vision: Vinamilk understands the Vietnamese mom Disruption: Establish an emotional connection
- 50. AND HERE’S THE RESULT:
- 51. QuickTime™ and a decompressor are needed to see this picture.
- 52. AND THROUGH THE LINE:
- 57. THE RESULT IN FIGURES: +12% IN VOLUME
- 58. A 2ND EXAMPLE: Best Carings
- 59. YES, DISRUPTION EVEN WORKS FOR RETAILERS
- 60. Convention: Promotions drive purchase Vision: Best service and best care Disruption: Communicate Japanese values
- 66. THE RESULT IN FIGURES: +40% IN SALES VOLUME
- 67. TO FINISH: These examples show, how you can transform your brand into an inspirational brand.
- 68. And at the same time make your brand more successful, give to the consumer something he can enjoy and appreciate, instead of wasting his time, …
- 69. … and get yourself a promotion, because your campaign does so well!
- 70. CAM ON
- 71. QUESTIONS OR FEEDBACK? Birger.Linke@TBWA.com.vn