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Publicado: 24 de mayo de 2012
Transformation is not an option
Stan Sthanunathan Vice President – Marketing Strategy & Insights September 2011
CASE FOR
WHAT IS COMMON ACROSS THESE BRANDS?
THEY ALL CREATED NEW CATEGORYBUT… BUT
THE WORLD IS CHANGING RADIPLY
GREATNESS CANNOT BE TAKEN FOR GRANTED
CHANGE OR PERISH IS THE NEW MANTRA
BRAND CREATION CYCLES ARE GETTING MUCH SHORTER
2001
Coca-Cola Coca ColaMicrosoft IBM GE Nokia N ki Intel Disney Ford McDonalds AT&T
2010
Coca-Cola Coca Cola IBM Microsoft Mi ft
Google g
GE McDonalds Intel Nokia Disney HP
5
Source: Interbrand Best GlobalBrands 2010
C CHANGE G IS NOT AN OPTION BUT… ACTING OR NOT… IS A CHOICE
HAVE WE CHANGED FAST ENOUGH TO BECOME CHANGE AGENTS IN BUSINESS?
of budget is spent on “Rear View” Research* Rear ViewResearch
* Nielsen/Brand Tracking/Validation type researches
of the time is spent in report cards, debates on data quality and explaining the past
* Nielsen/Brand Tracking/Validation typeresearches
No wonder
of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company company.
P1-Q5a. How satisfied are you withthe impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)
Business “as usual usual” is not an option
Our R l O Role
Provide inspiration andprovocation to d ti t drive transformational change
How can we transform together? g
It starts with… t t ith
Clearly defining the role o esea c ge c es of Research Agencies & Insights Departments g p Research Agencies: Enable Clients:to Anticipate and meet needs of our customer and consumers in the most sustainable and profitable way
How do we get there?
WE NEED A CHANGE OF MIND SETMIND-SET
It is not about following the change as quickly as possible
It is about helping companies to shape the change
Providing Insights
Provoking Transformation
Quantifying the...
Stan Sthanunathan Vice President – Marketing Strategy & Insights September 2011
CASE FOR
WHAT IS COMMON ACROSS THESE BRANDS?
THEY ALL CREATED NEW CATEGORYBUT… BUT
THE WORLD IS CHANGING RADIPLY
GREATNESS CANNOT BE TAKEN FOR GRANTED
CHANGE OR PERISH IS THE NEW MANTRA
BRAND CREATION CYCLES ARE GETTING MUCH SHORTER
2001
Coca-Cola Coca ColaMicrosoft IBM GE Nokia N ki Intel Disney Ford McDonalds AT&T
2010
Coca-Cola Coca Cola IBM Microsoft Mi ft
Google g
GE McDonalds Intel Nokia Disney HP
5
Source: Interbrand Best GlobalBrands 2010
C CHANGE G IS NOT AN OPTION BUT… ACTING OR NOT… IS A CHOICE
HAVE WE CHANGED FAST ENOUGH TO BECOME CHANGE AGENTS IN BUSINESS?
of budget is spent on “Rear View” Research* Rear ViewResearch
* Nielsen/Brand Tracking/Validation type researches
of the time is spent in report cards, debates on data quality and explaining the past
* Nielsen/Brand Tracking/Validation typeresearches
No wonder
of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company company.
P1-Q5a. How satisfied are you withthe impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)
Business “as usual usual” is not an option
Our R l O Role
Provide inspiration andprovocation to d ti t drive transformational change
How can we transform together? g
It starts with… t t ith
Clearly defining the role o esea c ge c es of Research Agencies & Insights Departments g p Research Agencies: Enable Clients:to Anticipate and meet needs of our customer and consumers in the most sustainable and profitable way
How do we get there?
WE NEED A CHANGE OF MIND SETMIND-SET
It is not about following the change as quickly as possible
It is about helping companies to shape the change
Providing Insights
Provoking Transformation
Quantifying the...
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