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Explore the key principles of branding in the digital era with a focus on innovation, differentiation, and leadership. Uncover the importance of brand consistency, trustworthiness, and emotional connection in a rapidly evolving business landscape. This seminar provides insights into the forces at work, both inside and outside the organization, that can shape brand success.
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Herewith … my seminar for the year 2000:The next fourteen slides are the Section-head Slides for the fourteen Sections which constitute Seminar Y2K.* The “meat” for each section follows.Tom Peters*Check it out at tompeters.com
Brand OutsideStrategy 2:UseE-Commerce toRe-inventthe Business!
Defeated Before The Starter’s Gun!“Track 4: Managing Organization Change (Helping Tired and Overworked Professionals with Today’s Workplace Realities)”
… identify their own vision statement!Source: Tom Stewart, Fortune
“Researchers say they have found a way to mate human cells with circuitry in a ‘bionic chip’ … The tiny device – smaller and thinner than a strand of hair – combines a healthy human cell with an electronic circuitry chip.”AP/AOL/02-00
1 Year = 1.5 Wal*Marts03.27.99: $167B03.27.00: $555BP.S.: Wal*Mart = #8 in 2000
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)
No Wiggle Room!“Incrementalism is innovation’s worst enemy.” Nicholas Negroponte
Just Say No …“I don’t intend to be known as the ‘King of the Tinkerers.’ ”CEO, large financial services company (New York, 5-99)
Welcome to the Land of the True Believers!“We have the ability to turn the economy upside down, to enhance lives, and to drive civilization forward.”Michael Saylor,Microstrategy
“It means nothing less than the total reinvention of this company.”
Jacques’ New New FordFord + MSN CarPointFord + Yahoo!Ford + OracleFord + HP/MCIWorldcomEtc.Etc.
Tony(White)-WorldPerkin-Elmer to PE Corp./Sell “core bus.”/ Dump NAME!Now: PE Biosystems, Celera Genomics (Craig Venter)$1.5B (’95) to $24B
“Strategy meetings held once or twice a year” to “Strategy meetings needed several times a week” Source: New York Times on Meg Whitman/eBay
“There’s going to be a fundamental change in the global economy unlike anything we have had since the cavemen began bartering.”Arnold Baker, Chief Economist, Sandia National Laboratories
“I genuinely believe we are living through the greatest intellectual moment in history.”Matt Ridley, Genome
“Medicine looks likely to change more in the next 20 years than it has in the last 200.”British Medical Journal (11-11-99)
“There is probably going to be more confusion in the business world in the next decade than there has been in any decade in history.”Steve Case (2-00)
A new world is being born.All “the rules” are irrelevant/dangerous.All “the roles” are irrelevant/dangerous.WE GET TO MAKE IT UP AS WE GO.“It” is a hoot!“It” is scary!It is liberating!IT’S IMPORTANT!
Tom Friedman on Bob Rubin*No phone on his desk.Why?No one to call!*NGA address/CSPAN/02-27-00
T.T.D.sThe next slide is the first of many “T.T.D.” activities. I.e.: Things To Do. These are by and large shorthand forms of training exercises I use. Also: Each of these T.T.D. slides has accompanying Notes.(Click “View” to access.)Tom Peters
T.T.D./True or False:“incrementalism”VERSUS“innovation”?
Part I: Forces @ WorkPart II: Brand InsidePart III: Brand OutsidePart IV: Brand Leadership
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]
Brand DefinedDistinctionExcellenceEmotional “Signature”TrustworthinessConsistencyShorthand
