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Calamity Master - Gravity Summit Version
Calamity Master - Gravity Summit Version
CALAMITY:
MARKETING YOUR WAY
OUT OF THIS RECESSION
2 Source: Conde Naste Portfolio, January 2009 Copyright John Gerzema/Young & Rubicam
RESULTS 1–10 OF ABOUT
22,200,000 FOR RECESSION
AND MARKETING
4
CONNECT WITH CONSUMERS Copyright John Gerzema/Young & Rubicam
MANAGING FOR AN UPTURN
5 Source: Y&R Strategy, HBR: Anthony T Jan, John Quelch Copyright John Gerzema/Young & Rubicam
HALF OF ALL GLOBAL WEALTH
HAS EVAPORATED
6 Source: Bloomberg, Iconoculture March 2009 Copyright John Gerzema/Young & Rubicam
THE NEW FEAR ECONOMY
9 Source: Board of Governors of the Federal Reserve System Copyright John Gerzema/Young & Rubicam
VISUALIZING THE BAILOUT
12 Source: “Irrational Exuberance”, 2nd edition, 2006, by Robert J. Schiller Copyright John Gerzema/Young & Rubicam
AMERICAN’S HOMES NO LONGER
PERSONAL LINES OF CREDIT
13 Source:Us Department of Housing and Labor, 2009 Copyright John Gerzema/Young & Rubicam
WHILE THE CREDIT CRISIS HAS
HALTED HOUSING STARTS
16 Source: Change in Nonfarm Pay rolls, Reported Monthly, Bureau of Labor Statistics, U.S Dept of Labor Copyright John Gerzema/Young & Rubicam
DEALING WITH THE STRESS
OF THE CURRENT ECONOMY
21 11
19 Copyright John Gerzema/Young & Rubicam
MASLOW UPENDED:
MARKETING MUST MOVE FROM PASSION TO COMPASSION
20
07
20
19 Source: American Progress.org February 2009 09 Copyright John Gerzema/Young & Rubicam
THE ONLY CERTAINTY IS
UNCERTAINTY
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23
TECTONIC SHIFTS IN CONSUMERISM:
LACK OF
DECAYING PERMANENCE LACK OF
INFRASTRUCTURE LEADERSHIP AND
RESPONSIBILITY
TAXPAYERS SELFISHNESS
ARE NOW
SHAREHOLDERS TRUST AND
COLLUSION
FAILURE OF
REGULATORS PROLONGED
CONFLICTS AND
EGREGIOUS PARTISANSHIP
AND CRIMINAL
BEHAVIOR
25
LACK OF LEADERSHIP
AND RESPONSIBILITY
26
26
SELFISHNESS AND
COLLUSION
28
EGREGIOUS AND CRIMINAL
BEHAVIOR
31
25 Copyright John Gerzema/Young & Rubicam
DECAYING INFRASTRUCTURE
35
BRANDS NOW ACCOUNT
FOR 30% OF THE VALUE OF
THE S&P 500
30
37 Copyright John Gerzema/Young & Rubicam
THE 250 MOST VALUABLE
GLOBAL BRANDS ARE
$2.197 TRILLION DOLLARS
WHICH EXCEEDS THE GDP
OF FRANCE
31
38 Copyright John Gerzema/Young & Rubicam
BRAND ESTEEM AND
REGARD IS DOWN 12%
PERCEPTIONS OF BRAND
QUALITY HAS ERODED 24%
39 32
39 Copyright John Gerzema/Young & Rubicam
TRUST IS DESIRABLE, BUT IT HASN’T
DIFFERENTIATED
41
Source: BAV USA FY2006, FY2007, Q4 2007, Q4 2008; All Adults
Copyright John Gerzema/Young & Rubicam
42
“I SCREWED UP”
Source: Barack Obama Press Conference, February 2009 Copyright John Gerzema/Young & Rubicam
CONSUMERS ARE BEGINNING
TO OWN THEIR PROBLEMS
45 Source: U.S. Department of Commerce: Bureau of Economic Analysis Copyright John Gerzema/Young & Rubicam
Q4 SPENDING FELL 3.7% FROM Q3 -
STEEPEST DECLINE IN 62 YEARS.
$3 TRILLION IN SPENDING STOPPED IN Q4, WAS SUSTAINING US GDP
45 Source: Gabriel Dance, Aron PIlhofer and Andrew Kueneman - New York Times
CREATE COMPETITIVE
ADVANTAGE NOW
CONSUMPTION
49
Copyright John Gerzema/Young & Rubicam
DOLLARS AND SENSE CULTURAL VALUE=LIQUID LIFE
CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION
MANAGEMENT PRINCIPLE= DOLLARS AND SENSE
50
Copyright John Gerzema/Young & Rubicam
POST-CRISIS CONSUMERISM
RULE #2
51
Copyright John Gerzema/Young & Rubicam
EMPATHY AND RESPECT CULTURAL VALUE = ETHICS AND FAIR PLAY
CONSUMER BEHAVIOR = R-E-S-P-E-C-T
MANAGEMENT PRINCIPLE = VALUE AND VALUES
PRINCIPLE LASTS
56
Copyright John Gerzema/Young & Rubicam
POST-CRISIS CONSUMERISM
RULE #4
MANAGEMENT = COMMUNITY
PRINCIPLE ORGANIZER
CONSUMERISM
58
Copyright John Gerzema/Young & Rubicam
COMMUNITY ORGANIZER CULTURAL VALUE = RETURN TO THE FOLD
CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM
MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER
59
Copyright John Gerzema/Young & Rubicam
THE OPPORTUNISTIC CEO:
BRAND MANAGER IN CHIEF
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