MARKETING WITH MEANING(MWM)

HUMAN -TO-HUMANH2H

Prof. Luiz MoutinhoAdam Smith Business School,

University of Glasgow,Scotland

Today’s consumers are value -conscious, interactive, multicultural, health-driven, socially responsible and always connected. In developed markets, conspicuous consumption is out, with

personal appearance and wellbeing talking priority over the accumulation of material possessions.

New realitiesWe are facing a time of REHUMANISATION.Humanity strikes back in a quest for meaning inside a technological, rapidlymoving, pressure-filled society.Intangibles like purpose, fulfillment and quality of life gain a new meaning.

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Revolution

Dear Business As Usual, It’s time for a REVOLUTION

Business as usual is utterly screwed. It values the wrong things, rewards the wrong people and behaves in the wrong ways.

Right now business must make sense of new technologies, generational differences, geopolitical shifts in power, continued economic crises and the needs of a planet that is increasingly ravaged. But, most of all, business must adapt to a world where people are beginning to demand much more from it – where the pursuit of profit alone is no longer enough. We need a revolution.

PARALLEL LINESTe “Parallel Lhines” Test

Value in my life

Personal Productivity

“Solutions Assembly”

Family, Friends and Community

Emotional Authenticity

Passion Partnership

Earnings per Share

(EPS)

Shareholder Value

“Customers”

Profitability

Growth

Companies focus onIndividual focus on

+ …

ROI does not mean what you think it does…

ROI

ROInsight

ROInvolvement

ROExperience

ROEmotion

ROEngagement

ROIntegrity

ROEthos

MEANINGFUL ECONOMY

Assessing the Business of Meaning & The Meaning of

Business

Finding a purpose

Twenty-first-century businesses have a higher purpose, creating meaning that goes beyond the work itself and the creation of profits. They stretch to solve the great problems that matter to society, a ‘Purpose of Significance’.

NEW THINKING

•New Strategic Thinking in Marketing

•The twilight of Interruption, the Dawn of Engagement Marketing.

•Conventional interruptive marketing no longer has the benefit of authenticity and therefore retains very little credibility.

THE NOTION OF VALUE

• Missing the notion of VALUE• VALUE GAPS• Need to get the balance right!• Enlightened marketers should collaborate

with consumers to build a dialogue and exchange process that creates value for both parties….

• FAIRER EXCHANGES – FAIRER MARKETING

MEANINGFUL MARKETING

Will meaningful marketing take over?

There is a new evolution in marketing that is about improving customers’ lives. It is called meaningful marketing or marketing with meaning. Economic and social forces are colliding to fuel the staying power of meaningful marketing.

Marketing with meaning is about improving customers’ lives through the marketing itself.

Marketing with Meaning-MWM

The future of Marketing is not about doing and saying things to people.

The future of Marketing is about doing things with and for people!

The future of Marketing iscollaborative, generous,experimental, helpful,personal, honest andparticipatory.

Marketing with meaning is aboutimproving people’s lives! 12

MEANINGFUL BRANDS

According to the Meaningful Brand Index survey of 130,000 consumers globally, only 20% of brands are perceived to have a notable positive impact on consumers’ sense of well-being and quality of life. (In the UK – 5%)

Most people would not care if 91% of brands did not exist.

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authenticity

How to stand out? Try Authenticity.

Consumers seek learning and a brand they can trust. They are busy at work on Web 2.0 platforms creating ways to cut through the noise in search of products and services that resonate with integrity and transparency.

In a word, Authenticity.

…..If you want to be relevant in the 21st Century. 14

YOUTILITY

IS YOUTILITY the future of Marketing?• Self – Service• Radical Transparency• Real – time Relevance• Help not Hype

YOUTILITY- Is marketing upside down.Instead of marketing that is needed by the organisation, Youtility is marketing that is wanted by consumers. It is massively useful free information, that then creates real long-term kinship between a company and its customers.

H2H

Charting New Communication Styles

Quick Consumption to

Long-Term Support, Value-Balanced Outputs, Product PLACEment

Aspirational Lifeto

Co-Created Reality

Idealised,Hyper-Ventilated Brands

toRS DeliveredUPOD

OHBs to HUMAN BEINGSH2H

PROXIMAL FUTURE

Companies must decide whether their brands are in the business of just making money, or of changing people’s lives…. Giving them an experience, making them think

differently.