Show my unimaginative side Make me look a little lazy Put me in the flock of sheep that follow the

template. Baah. Absolutely positively won’t get me into any

trouble Identify me as a card carrying member of the

NRA. Not Really. Give me space to use gratuitous

clip-art.

NO BULLETS

They look

different

They look

differentA little

creative

They look

differentA little

creativeA Wolf, not a lamb

They look

differentA little

creativeA Wolf, not a lamb

Perhaps a little risky?

They look

differentA little

creativeA Wolf, not a lamb

Perhaps a little risky?

With room for

clip-art

They look

differentA little

creativeA Wolf, not a lamb

Perhaps a little risky?

With room for

clip-art

Not that we

recommend it

A typical slide

Bullets, a lot of text, and a cloudy point. All dropped into our “official” PowerPoint Template.

Context and Background: A New Marketing Model

There are 4 key drivers in the POLITICAL, ECONOMIC, TECHNOLOGICAL AND SOCIAL arenas that are driving the emergence of 3 Customer based New Realities:

GLOBALIZATION – Epitomized by the fall of the communist regime, the liberalization of trade, and the opening of China, globalization gives businesses unprecedented access to the labor, markets and capital that drive growth and innovation. And more innovation means greater demands on messaging and communications.

COMMODITIZATION - In turn, businesses are seeking to Grow and Innovate to counter commoditization or the perceived threat of commoditization. This brings a constant stream of new products and services to the market place, each seeking to be differentiated from one another to succeed. This in turn increases the demand for marketing communications for those products and services.

DIGITIZATION has enabled the creation of new content channels: the availability, delivery and retrieval of information, at price points previously unaffordable. People can now access what they want, any time, any way. This has spawned massive growth in content – whether desirable or undesirable, to the point where it is affecting the way people synthesize and process information. On an economic level, this is allowing markets to become more efficient. On a personal level, the world – in information terms – is becoming noisier.

INDIVDUALIZATION – In this age of global markets, economic growth and the proliferation of technology, society, particularly western societies, have changed. While the basic needs of the individual – survival, security, relationship, etc. have not fundamentally changed - - the way we are living and coping with the world has. Society is moving from stratification to individualization, with marketing splintering from mass marketing and broad segmentation to niche segmentation and micro markets.

Widget Company is not real. If it were, all material contained herein would be proprietary and confidential to the Widget Company. Distribution without express written consent will be tolerated.

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Commoditization of product and services places an increasing premium on turning marketing into a true competitive advantage

Digital technology has affordably and radically changed the availability, delivery and retrieval of information

Globalization gives businesses unprecedented access to markets, creates price transparency, and drives growth and innovation … all leading to keener competition and the need for better messaging

Globalization has fostered a counter reaction … A greater sense of “I”. Marketing has splintered from mass marketing and broad segmentation to micro marketing and niche segmentation