Colonial Williamsburg 8 June 2000

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Colonial Williamsburg8 June 2000
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Pentium III 800MHz 42,893.00/Hermes Scarf
1,964.29Saving Private Ryan on DVD
874.75Mercedes-Benz 18.98Hot-rolled steel
0.19Source Fortune (3.20.00)
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Forget LearnThe problem is never
how to get new, innovative thoughts into your
mind, but how to get old ones out.
Dee Hock
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C.E.O. to C.D.O.
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The New Ge WayDYB.com
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Change the rules before somebody else
does.Ralph Seferian, VP, Oracle
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Brand InsideBrand Org!
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RR on Assetless J.B. Sara LeeThe most
profitable businesses in the future will act as
knowledge brokers, linking insights into whats
available with insights into the customers
individual needs and preferences.
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Buzzsaw.comBuilders, Owners, Architects,
Contractors, Suppliers4T industry5,300
commercial bldg. projects specs on-line 70 per
day
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These are L.A.D.T.I.R.S.Life-and-death-to
tal-industry-reinvention-struggles
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Brand InsideBrand Work!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
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Steve Ross had a wonderful philosophy People
get fired for not making mistakes.Bob Pittman
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The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
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Characteristics of the Also Rans

• minimize risk
• respect the chain of command
• support the boss
• make budget

Source Fortune on most admired
global corporations (10/26/98)
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Brand InsideBrand Talent!
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Issue Y2KThe Great War for Talent!
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Our business needs a massive transfusion of
talent. And talent, I believe, is most likely to
be found among non-conformists, dissenters and
rebels. David Ogilvy
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Talent Brand
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Brand OutsideContextNo Commodities!
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Quality Not Enough!While everything may be
better, it is also increasingly the same.Paul
Goldberger on retail, The Sameness of Things,
The New York Times
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The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, coming up with similar
ideas, producing similar things, with similar
prices and similar quality.Kjell Nordstrom and
Jonas Ridderstrale, Funky Business
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Brand OutsideStrategy 1Lead the Customer!
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The customer is a rear view mirror, not a guide
to the future.George Colony, Forrester
ResearchIf you worship at the throne of the
voice of the customer, youll get only
incremental advances.Joseph Morone, President,
Bentley College
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Good Bad/ 1 of 30,000We are crazy. We
should do something when people say it is
crazy. If people say something is good, it
means someone else is already doing it.Hajime
Mitarai, Canon
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Brand OutsideStrategy 2Use E-Commerce to
Re-invent the Business!
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?????35,000,000.
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Dells Web sales daily
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I-24 to 1-28 BizRate.com Online Shopping Index
Consumer Goods52 Weeks 622Source The
Industry Standard/02-00
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Tomorrow Today Cisco!90 of 14.4B(Cisco
Connection ONLINE)Save 500M(service and tech
support)C.Sat e C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting)
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Service Call Center300.00 per transaction to
1.50Savings 550,000,000.00Source Ralph
Seferian, Oracle part of Os 1B saving on a
rev. base of 9B 1B addnl this year
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Welcome to D.I.Y. Nation!Changes in business
processes will emphasize self service. Your costs
as a business go down and perceived service goes
up because customers are conducting it
themselves. Ray Lane, Oracle
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Shop in your UnderwearSource SMd logo for
www.ae.comae American Eagle Outfitters
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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The Supply Side The Age of the ChoiceboardThe
War of the ChoiceboardsSource Adrian
Slywotzky, HBR 1-2/2000 37
W.W. Grainger2X phone/fax220B MRO
market (per Business 2.0/02-00)
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In the network economy, the Website becomes the
companys primary interface to the customer. The
user interface becomes the marketing materials,
store front, store interior, sales staff and
post-sales support all rolled into one.Jakob
Nielsen, Designing Web Usability
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Most companies would do more business on the
Internet if they fired their entire marketing
department and replaced it with people who could
produce interactive content that actually made it
easier for users to buy.Jakob Nielsen, Nielsen
Norman Group
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Red Herring (01/00)75 of online shoppers dont
complete their purchase!
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Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

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Its better to be first with less than last with
more. Success on the Web isnt just about time
to market, its also about time to learning.
Jeff Levy, eHatchery
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Brand OutsideStrategy 3Women Rule!
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?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
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48 working wives 5080 checks61 bills53
stock (mutual fund boom)43 500K95
financial decisions/ 29 single handed
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Women 49 of Web users 6 of 10 new users 83
of wired women are primary decision makers for
family healthcare, finances, education.Source
Business Week (11-99)
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OPPORTUNITY NO. 1!
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3.3T 1.5T 4.8T Larger than Japan!
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Most Under-reported story!9M/28M(1 of 4)/3.6T
Germany 400K in 72 132 since
92Sources NFWBO, Cognetics, Business Wire
(030600)
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Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
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EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
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The Connection Proclivity in women starts
early. When asked, How was school today? a girl
usually tells her mother every detail of what
happened, while a boy might grunt, Fine.
EVEolution
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Weight Watchers International ModelWhat if
ExxonMobil or Shell dipped into their credit card
database to help commuting women interview and
make a choice of car pool partners?What if
American Express made a concerted effort to
connect up female empty-nesters through on-line
and off-line programs, geared to help women
re-enter the workforce with todays
skills?EVEolution
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The New New Jiffy LubeIn the male mold, Jiffy
Lube was going all out to deliver quick,
efficient service. But, in the female mold, women
were being turned off by the lets get it fixed
fast, no conversation required experience.New
JL Control over her environment. Comfort in the
service setting. Trust that her car is being
serviced properly. Respect for her intelligence
and ability.EVEolution
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Brand OutsideStrategy 4Design Rules!
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All Equal Except At Sony we assume that all
products of our competitors have basically the
same technology, price, performance and features.
Design is the only thing that differentiates one
product from another in the marketplace.Norio
Ohga
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Design as SoulWe dont have a good language to
talk about this kind of thing. In most peoples
vocabularies, design means veneer. But to me,
nothing could be further from the meaning of
design. Design is the fundamental soul of a
man-made creation.Steve Jobs
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Brand OutsideStrategy 5Its the Experience!
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Experiences are as distinct from services as
services are from goods.Joseph Pine James
Gilmore, The Experience Economy Work Is Theater
Every Business a Stage
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The Starbucks Fix Is on We have
identified a third place. And I really believe
that sets us apart. The third place is that place
thats not work or home. Its the place our
customers come for refuge.Nancy Orsolini,
District Manager
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Safe, On Time and We defined personality as a
market niche. We seek to amuse, to surprise, to
entertain.Herb Kelleher, Main Man, LUV
Airlines
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Experience Rebel Lifestyle!What we sell is
the ability for a 43-year-old accountant to dress
in black leather, ride through small towns and
have people be afraid of him.Harley exec,
quoted in Results-based Leadership
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Car designers need to create a story. Every car
provides an opportunity to create an adventure.
The Prowler makes you smile. Why? Because its
focused. It has a plot, a reason for being, a
passion.Freeman Thomas, co-designer VW Beetle
designer Audi TT
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Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
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PlotWilliams Sonoma 6 was 10Crate Barrel
8Sharper Image 9Smith Hawken
8Vermont Country Store 8L.L. Bean 5 was
9Lands End 7Colonial Williamsburg ?
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Brand OutsideBRAND POWER!
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Brand DefinedStory/Plot Distinction/Excellence
Emotional SignatureTrustworthinessShorthand
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Brand It! Now, More Than Ever!The increasing
difficulty in differentiating between products
and the speed with which competitors take up
innovations will assist in the rise and rise of
the brand.Gillian Law and Nick Grant,
Management New Zealand
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What Matters to Online Buyers1 Product
brand2 Retailer brandSource Business 2.0
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No Room for Brands?NikeSaturnCNNAmerica
OnlineCharles SchwabStarbucksThe GapIntelEtc.
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Consumers dont simply buy products, they buy
attitudes as well. When confronted with
proliferation and diversity, choices become
increasingly informed by belief. Consumers want
to know who is behind the products that they buy.
They want to know the company. They want to know
what you think.Jesper Kunde, Corporate
Religion
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Corporate Religion is a completely new way of
thinking about companies. Today, the product is
still the main communication highway in the
company. When companies make the shift to selling
solutions, brands and attitudes communicating
the companys attitudes and values becomes the
decisive parameter for success. It demands that
you find out who you are as a company.Jesper
Kunde, Corporate Religion
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Scott Bedbury/ Nike, StarbucksA Great Brand
taps into emotions. Emotions drive most, if not
all, of our decisions. A brand reaches out with
a powerful connecting experience. Its an
emotional connecting point that transcends the
product.A Great Brand is a story thats never
completely told. A brand is a metaphorical story
that connects with something very deep - a
fundamental appreciation of mythology. Stories
create the emotional context people need to
locate themselves in a larger experience.
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Create a Cause, not a business.Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
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Brand You Must Care!Success means never
letting the competition define you. Instead you
have to define yourself based on a point of view
you care deeply about. Tom Chappell, Toms of
Maine
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Brand Special Passion Plot Compelling
Mythology Cause Connection Caring
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We are in the twilight of a society based on
data. As information and intelligence become the
domain of computers, society will place more
value on the one human ability that cannot be
automated emotion. Imagination, myth, ritual -
the language of emotion - will affect everything
from our purchasing decisions to how we work with
others. Companies will thrive on the basis of
their stories and myths. Companies will need to
understand that their products are less important
than their stories.Rolf Jensen, Copenhagen
Institute for Future Studies
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In the funky village, real competition no longer
revolves around marketshare. We are competing for
attention mindshare and heartshare.Kjell
Nordstrom and Jonas Ridderstrale, Funky Business
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Rules of Radical MarketingLove Respect Your
Customers!Hire only Passionate
Missionaries!Create a Community of
Customers!Celebrate Craziness!Be insanely True
to the Brand!Sam Hill Glenn Rifkin, Radical
Marketing (e.g., Harley, Virgin, The Dead, HBS,
NBA)
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Brand LeadershipPassion Rules!
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Ann Richards DogmaShow up!Know your
message!PUT YOURSELF AT RISK EVERY DAY!