John gerzema icare 2010
87
TWITTER @JOHNGERZEMA Tuesday, May 18, 2010
-
Upload
guest0ad268a -
Category
Documents
-
view
901 -
download
2
Transcript of John gerzema icare 2010
TWITTER@JOHNGERZEMA
Tuesday, May 18, 2010
TULIPMANIA!
TIME DESTROYS THE SPECULATION OF MEN,BUT IT CONFIRMSNATURE-CICERO, 106-43 BC
Tuesday, May 18, 2010
62% OF THE WORLD’SGDP ($19.5 TRILLION) ISNOW INTANGIBLE
Source: Brand Finance 2007
1950S 1960S 1970S 1980S 1990S 2000S
30
40
50
60
EN
TE
RP
RIS
E V
AL
UE
Tuesday, May 18, 2010
30
Source: Millward Brown Optimor 2007
Copyright John Gerzema/Young & Rubicam37
BRANDS NOW ACCOUNTFOR 30% OF THE VALUE OFTHE S&P 500
Tuesday, May 18, 2010
31
THE 250 MOST VALUABLEGLOBAL BRANDS ARE WORTH$2.197 TRILLION DOLLARS
Copyright John Gerzema/Young & Rubicam38Source: Calculation based on 2007 IMF list on GDP purchase power parity
Tuesday, May 18, 2010
6
TOP 10 MOST VALUABLEBRANDS ARE LARGER THANTHE MARKET CAPOF 70% OF U.S. PUBLICCOMPANIES.
Source: Booz & Co 2007
Tuesday, May 18, 2010
Tuesday, May 18, 2010
THE MARKETS THINK BRANDSARE WORTH MORE THAN THECONSUMERS WHO BUY THEM.
WALL STREETSESTIMATION OF PERCEIVED CONSUMER UTILITY
CONSUMERS ACTUAL PERCEIVED UTILITY
PRICE
COST
CONSUMERS ARE SHORTING BRANDS BASEDON 2,500 BRANDS STUDIED 1993-2008
THE BRAND BUBBLE
VALUE TO CONSUMER
VALUE TO COMPANY
Tuesday, May 18, 2010
32
BRAND ESTEEM ANDREGARD IS DOWN 12%
BRAND AWARENESS HASDECLINED BY 20%
PERCEPTIONS OF BRANDQUALITY HAS ERODED 24%
TRUST IN BRANDS HAS DECLINED BY 50%
Copyright John Gerzema/Young & Rubicam3939
Tuesday, May 18, 2010
10
90% OF 42PRODUCTCATEGORIESLOST BRANDDIFFERENTIATION.-Source: Jack Trout/Kevin Clancy 2002 & Copernicus Market Facts 2007
CONSUMERS ARE50% MORE PRICESENSITIVETHAN 25 YEARSAGO.-Source: Leanord Ladish, Carl MelaHarvard Business Review, 2006
ONLY 7% OFPRIME TIMECOMMERCIALSINCLUDED ADIFFERENTIATEDMESSAGE.-Source: jack Trout/Kevin Clancy 2002
THE PERCENTAGEOF PEOPLE WHOSAY THEY’RELOYAL TO ONEBRAND DECLINEDFROM 40 TO 9%FROMS 2000-2006.-Source: Carlson Marketing Group
BETWEEN 2004-2007, THE TOP 100BRANDS GREW BY16%, BUT BRANDDIFFERENTIATIONDID NOT IMPROVEAMONG 85% OF BRANDS IN BAV.-Source: Interbrand 2004-2007, BAV same period
AMONGINTERBRAND’STOP 100 MOSTVALUABLEBRANDS, 45%WERE ACTUALLYDECLINING IN CONSUMERPERCEPTIONS.-Source: BAV 1993-2007
Tuesday, May 18, 2010
54
THEN CAME ‘THE GREAT RECESSION’
Copyright John Gerzema/Young & Rubicam
Tuesday, May 18, 2010
27 Copyright John Gerzema/Young & Rubicam
SELFISHNESS AND COLLUSION
Tuesday, May 18, 2010
30
FAILURE OF REGULATORS
Copyright John Gerzema/Young & Rubicam
Tuesday, May 18, 2010
2531
Copyright John Gerzema/Young & Rubicam
TAXPAYERS ARE NOWSHAREHOLDERS
Tuesday, May 18, 2010
29
EGREGIOUS AND CRIMINAL BEHAVIOR
Copyright John Gerzema/Young & Rubicam
Tuesday, May 18, 2010
16
WE EXAMINED 15 YEARS OF DATA FROM BRANDASSET VALUATOR®
WORLD’S LARGESTDATABASE OFBRANDS
OVER 500,00CONSUMERS
40,000 BRANDS
215 STUDIES
ACROSS 44 COUNTRIES
QUARTERLY U.S.PANEL OF 15,000+RESPONDENTS
72 DIFFERENTBRAND METRICS
Tuesday, May 18, 2010
A ‘TRUST VIRUS’ HAS INFECTED MANY CATEGORIES
41Copyright John Gerzema/Young & Rubicam
Source: BAV USA FY2006, FY2007, Q4 2007, Q4 2008; All Adults
Tuesday, May 18, 2010
TRUST IS DESIRABLE, BUT IT HASN’TDIFFERENTIATED
40 Source:BrandAsset Valuator 1993-2007 Copyright John Gerzema/Young & Rubicam
Tuesday, May 18, 2010
19
FUNDAMENTAL SOCIETAL SHIFTS IN VALUES AND BEHAVIORS
Tuesday, May 18, 2010
CONSUMERS ARE SHIFTING THEIR CONCEPTS OF ‘NECESSITY’
10 Source: The Atlantic Copyright John Gerzema/Young & Rubicam
Tuesday, May 18, 2010
THE 50-20 PARADOX
9 Source: Board of Governors of the Federal Reserve System Copyright John Gerzema/Young & Rubicam
Tuesday, May 18, 2010
Copyright John Gerzema/Young & Rubicam
WE ARE SHIFTING OUR VALUES FROM WHAT WE CARRY, TO HOW WE CARRY OURSELVES
Source: BAV 1997, 2001, 2005, 2008, 2009 FH; attribute correlations to energized differentiation1
Tuesday, May 18, 2010
23 Source: BAV Recession Survey 2009-2010/J.Gerzema
RADICAL SHIFTS IN WHAT MATTERS
Tuesday, May 18, 2010
Copyright John Gerzema/Young & Rubicam
AND CONSUMERS ARE ALIGNING THEIR SPENDING WITH THEIR VALUES
Source: BAV Recession Survey 2009-2010/J.Gerzema2
64.8%“I am happier with a simple, more down to basics lifestyle”
76.1%“I realize that how manypossessions I have doesnot have much to do with how happy I am”
77.9% “Money is the best measureof success”
64.7%“These days I feel more incontrol when I do things myself instead of relying on others”
65.5%“I believe my friends and I can change corporate behavior by supporting companies that do the right thing”
70.9%“I make it a point to buy from companies whose values are similar to my own”
Tuesday, May 18, 2010
49
THE NEW RULES OF ‘POST-CRISIS CONSUMERISM’
Copyright John Gerzema/Young & Rubicam
NEW CULTURAL VALUES
NEW CONSUMER BEHAVIORS
NEW MANAGEMENT PRINCIPLES
Tuesday, May 18, 2010
POST-CRISIS CONSUMERISM RULE #1
CULTURAL VALUE = LIQUID LIFE
Copyright John Gerzema/Young & Rubicam56
CONSUMER STRATEGY = DÉCLASSÉ CONSUMPTIONMANAGEMENT PRINCIPLE = DOLLARS & SENSE
Tuesday, May 18, 2010
27
Tuesday, May 18, 2010
28
Tuesday, May 18, 2010
29
Tuesday, May 18, 2010
30
Tuesday, May 18, 2010
31
Tuesday, May 18, 2010
32
Tuesday, May 18, 2010
33
Tuesday, May 18, 2010
34
Tuesday, May 18, 2010
35
Tuesday, May 18, 2010
36
Tuesday, May 18, 2010
37
Tuesday, May 18, 2010
38
Tuesday, May 18, 2010
39
Tuesday, May 18, 2010
POST-CRISIS CONSUMERISM RULE #2
CULTURAL VALUE = ETHICS AND FAIR PLAY
CONSUMER STRATEGY = EMPATHY AND RESPECT
MANAGEMENT = VALUE AND PRINCIPLE VALUES
Copyright John Gerzema/Young & Rubicam40
Tuesday, May 18, 2010
41
Tuesday, May 18, 2010
42
Tuesday, May 18, 2010
43
Tuesday, May 18, 2010
44
Tuesday, May 18, 2010
45
Tuesday, May 18, 2010
46
Tuesday, May 18, 2010
47
Tuesday, May 18, 2010
48
Tuesday, May 18, 2010
49
Tuesday, May 18, 2010
50
Tuesday, May 18, 2010
51
Tuesday, May 18, 2010
52
Tuesday, May 18, 2010
53
Tuesday, May 18, 2010
POST-CRISIS CONSUMERISM RULE #3
CULTURAL VALUE = INDESTRUCTIBLE SPIRIT
CONSUMER STRATEGY = DURABLE LIVING
MANAGEMENT = BRAND THAT PRINCIPLE LASTS
Copyright John Gerzema/Young & Rubicam50
Tuesday, May 18, 2010
55
Tuesday, May 18, 2010
56
Tuesday, May 18, 2010
57
Tuesday, May 18, 2010
58
Tuesday, May 18, 2010
59
Tuesday, May 18, 2010
60
Tuesday, May 18, 2010
61
Tuesday, May 18, 2010
Tuesday, May 18, 2010
63
Tuesday, May 18, 2010
64
Tuesday, May 18, 2010
65
Tuesday, May 18, 2010
66
Tuesday, May 18, 2010
POST-CRISIS CONSUMERISM RULE #4
CULTURAL VALUE = RETURN TO THE FOLD
CONSUMER STRATEGY = COOPERATIVE CONSUMERISM
MANAGEMENT = COMMUNITY PRINCIPLE ORGANIZER
Copyright John Gerzema/Young & Rubicam59
Tuesday, May 18, 2010
68
Tuesday, May 18, 2010
69
Tuesday, May 18, 2010
70
Tuesday, May 18, 2010
71
Tuesday, May 18, 2010
72
Tuesday, May 18, 2010
73
Tuesday, May 18, 2010
74
Tuesday, May 18, 2010
75
Tuesday, May 18, 2010
76
Tuesday, May 18, 2010
77
Tuesday, May 18, 2010
78
Tuesday, May 18, 2010
79
Tuesday, May 18, 2010
80
Tuesday, May 18, 2010
81
Tuesday, May 18, 2010
82
POWER HAS SHIFTED FROM INSTITUTION TO INDIVIDUAL
Tuesday, May 18, 2010
83
THERE ARE NO LONGER CONSUMERS, ONLY CUSTOMERS
Photo from Thomas Hawk
Tuesday, May 18, 2010
84
WE ARE MOVING FROMMINDLESS TO MINDFUL CONSUMPTION
Tuesday, May 18, 2010
Photo by ShashiBellamkonda
WE ARE ENTERING AN ERA WHERE VALUES NOW DEFINE CONSUMERISM AND COMPETITIVE ADVANTAGE
Tuesday, May 18, 2010
40
A VALUES-LED MARKETPLACE:FROM CONSUMER OF QUANTITY TO PRODUCER OF QUALITY
Tuesday, May 18, 2010
87
TWITTER: @JOHNGERZEMATuesday, May 18, 2010
