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"The job of leadership today is not just to make money. It's to make meaning," writes management consultant John Hagel. This talk argues that the fundamental crisis of capitalism presents a historic opportunity for brands to transform themselves into arbiters of meaning. Becoming Chief Meaning Officers, CMOs and other marketing leaders must move beyond simply connecting products and customers with the goal to facilitate transactions – they must now create "meaning" through actions and interactions. A "meaning surplus" will become imperative: Only brands that give more than they take will be able to create sustained brand loyalty.
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The Seven Rules of the
Chief Meaning Officer
“The job of leadership today is not
just to make money. It is to make
meaning.” – John Hagel
The pyramid
is a cube
The pyramid
is a cube
Self-
actualization
Self-esteem
Sense of belonging
Safety needs
Physiological needs
1 Listen and converse.
The Seven Rules of the
Chief Meaning Officer
“In the old days, brands
wanted everybody to pay
attention to them.
Now brands need to pay
attention to everybody else.”
- Anonymous
Your brand is what other
people say about you
when you’re not in the
room.
A brand is a small town
that never sleeps.
The conversation
is the message.
“Brands must have
an argument to win.”
– John Battelle
“There’s something unique about the human voice
that sets conversations apart from all other forms of communications:
the ability to create empathy by tonality. We can feel and we can
express empathy because of the way a voice sounds, both in verbal and
written acts of communication. That’s why an authentic style is substantial
in engaging people in conversations.”
- Washio Kazuhiko
Empathy vs.
knowledge
Creative
convergence
1 Listen and converse (and converge).
2 Atomize your brand.
The Seven Rules of the
Chief Meaning Officer
http://www.imdb.com/video/screenplay/vi4121100569
/
Vibrational attunement
The world is small.
Life is short.
Micro-cars
Only 48 seats
Only 48 seats
Only 48 seats
Only 48 seats
Only 48 seats
Economy of
micro-scale
Shorter
attention
spans
Hyper-
connectivity
Miniaturization of
content, products,
and services
Hyper-
transparency
Fragmentation of
demand and
supply
When your brand is a
vector, your base becomes
a movement.
1 Listen and converse (and converge).
2 Atomize your brand.
3 Activate your customers.
The Seven Rules of the
Chief Meaning Officer
“Brands aren’t defined by campaigns
anymore, but by the consumer ecosystems
we nurture to support them.”
-Mike Mendenhall, CMO, Hewlett-Packard
Mash-up ergo sum
The more control you give up,
the more influence you gain.
Marketing Hardware Marketing Software
Brand architecture Live brands
Messages Conversations
Sales brochures Endorsements
Feature lists Expertise
Destination sites Distributed/social web
Tradeshows Mobile applications
Trademarks Goodwill
Pull Push
Packaging Revelations
Out-of-the-box Insights
Status Experience
Point-of-sale Point-of-views
Closed Open-source
Look and feel Interaction
Direct mailing Connections
Billboards/ads Customer service
Print collateral Widgets
………. ……….
If you have something to show, hide it!
Create a new reality
Activate dormant networks
Social content
1 Listen and converse (and converge).
2 Atomize your brand.
3 Activate your customers.
4 Think and act like a media company.
The Seven Rules of the
Chief Meaning Officer
“The first rule of the Fight Club: Don’t talk about the Fight Club.”
1 Listen and converse (and converge).
2 Atomize your brand.
3 Activate your customers.
4 Think and act like a media company.
5 Give more than you take.
The Seven Rules of the
Chief Meaning Officer
“Power comes from sharing information, not hoarding it.
To gain influence and status, you have to give away your
expertise and content. And you must do it quickly; if you don’t,
someone else will beat you to the punch – and garner the credit
that might have been yours.” – Gary Hamel
“You make a living by what you get.
You make a life by what you give.”
– Winston Churchill
1 Listen and converse (and converge).
2 Atomize your brand.
3 Activate your customers.
4 Think and act like a media company.
5 Give more than you take.
6 Be the change.
The Seven Rules of the
Chief Meaning Officer
“Giving is the New Taking, and Sharing is the New Giving.”
– Trendwatching
Free sharing of
abundance vs.
monetizing
scarcity
“If a for-profit company did the type of work that non-profits often do, but did it more
efficiently, would people trust it the same way they trust non-profits? What if
everything the company did was completely transparent? What if it was open
source? If we can create this kind of company, and succeed, how many other
companies would follow our example? Along the way, could we change the face of
the business world itself?”
1 Listen and converse (and converge).
2 Atomize your brand.
3 Activate your customers.
4 Think and act like a media company.
5 Give more than you take.
6 Be the change.
7 Be yourself.
The Seven Rules of the
Chief Meaning Officer
Authenticity
trumps image
“It has to be based on truth. Has to have a sense of wonder.
You must bring something to it that no one else has because of who you are.
What’s interesting about you is you.”
– Alonzo King
1 Listen and converse (and converge).
2 Atomize your brand.
3 Activate your customers.
4 Think and act like a media company.
5 Give more than you take.
6 Be the change.
7 Be yourself.
The Seven Rules of the
Chief Meaning Officer
Only 48 seats
Adaptive Transparent Open Micro
Conversations
instead of messages
Feedback = creation
Permanent beta
Easy to join
Easy to co-
create/hack
Easy to share
Content
Distribution
Timing
The more you
share, the more you
will receive
Everything is visible
to everyone
Authenticity
TeamSOCIAL
Connecting
Community
Belonging
Identity
Like-minded
Affinity
New people
Status
Compassion
Fun
Love
Friendship
Hobbies
Fans
DRAMATIC
Making sense
Cohesion
Convergence
Morale
Consistency
Empathy
Imagination
Entertainment
Cultural relevance
Characters
Suspense
Comedy
Tragedy
Identification
DISRUPTIVE
Making you think
Provocation
Divergence
Deconstruction
Surprise
Shock
Unlikelihood
Challenge
Uniqueness
Attention
Immediacy
RESPONSIBLE
Doing good
Citizenship
Social responsibility
Eco-friendliness
Ethics
Human rights
Values
Family
Nation
Common Good
Earth
PERSONAL
Only for you
Customizable
Relevant
Actionable
User-friendly
Direct
Instant
Micro
Interactive
Marketing with meaning
Social networks
Social media
Viral campaigns
Events
Community
One-to-one marketing
User-generated content
PoS
Permission-based
Ads (print, TV, radio, web)
Viral campaigns
Books
Branded entertainment
Blogs/Micro-blogs
User-generated content
Ads (print, TV, radio, web)
Micro-blogs
Push-communications
Viral campaigns
Guerilla/ambush marketing
User-generated content
Flash mobs
PoS
Donations
Cause-related marketing
Non-profit/profit partnerships
Code of Conduct
Community service/volunteering
The desire to connect
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