Calamity Master - Gravity Summit Version

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June 22, 2009

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

3

Copyright John Gerzema/Young & Rubicam

FUNDAMENTAL SOCIETAL SHIFT FROM A CREDIT TO A CONFIDENCE CRISIS SEA CHANGES IN CONSUMER BEHAVIORS COMPANIES MUST CHANGE HOW THEY 4

CONNECT WITH CONSUMERS

Copyright John Gerzema/Young & Rubicam

MANAGING FOR AN UPTURN

SUPERIOR CASH FLOW AND SUSTAINABLE GROWTH ALIGN BRAND AND BUSINESS STRATEGY ACQUIRE TALENT AND QUALITY DO MORE WITH LESS SHARPEN MESSAGING AND ROI RETURN TO YOUR CORE FACE YOUR CUSTOMER

5

Source: Y&R Strategy, HBR: Anthony T Jan, John Quelch

Copyright John Gerzema/Young & Rubicam

HALF OF ALL GLOBAL WEALTH HAS EVAPORATED

$36 TRILLION DOLLAR LOSS WORLDWIDE S&P 500 DECLINED 64.4% FROM 2000 45% OF AMERICAN WEALTH FROM LOSS OF EQUITY AND HOUSING VALUES AVERAGE RECESSION IS 6-12 MONTHS. THIS IS A MARATHON 6

Source: Bloomberg, Iconoculture March 2009

Copyright John Gerzema/Young & Rubicam

THE NEW FEAR ECONOMY

UNEMPLOYMENT

NATIONAL DEBT

HOUSING VALUES

DETROIT CURRENCY VALUATION ?

EQUITY MARKETS INTEREST RATES ? COMMODITY PRICES IN(STAG)FLATION ?

BANK LENDING FACTORY & HOUSING STARTS CREDIT CARD EXPOSURE

}

BAILOUT ?

PROTECTIONISM ?

CONSUMER CONFIDENCE 7

Copyright John Gerzema/Young & Rubicam

CONSUMER CONFIDENCE: LOWEST SINCE 1967 (INCEPTION)

EXCLUDING 2003 / IRAQ WAR PERIOD

8

Source: ABC News

THE LARGEST U.S. BUDGET DEFICIT POST WWII

9

Source: Board of Governors of the Federal Reserve System

Copyright John Gerzema/Young & Rubicam

VISUALIZING THE BAILOUT

10

Source: The Atlantic

Copyright John Gerzema/Young & Rubicam

HOUSING VALUES CONTINUE TO DECLINE ACROSS THE U.S.

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

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Source: www.calculatedriskblog.com

Copyright John Gerzema/Young & Rubicam

INTO THE GREAT WIDE OPEN

UNEMPLOYMENT 8.9%; HIGHEST IN TWENTY-FIVE YEARS SIXTH STRAIGHT MONTH OF 600,000 JOBS LOST

15

Copyright John Gerzema/Young & Rubicam

THIS PERIOD MARKED BY MOST JOB LOSSES, WEAKEST RECOVERY

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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

3

Source: Comscore

Copyright John Gerzema/Young & Rubicam

AN EQUAL OPPORTUNITY RECESSION

MILLIONAIRES HAVE LOST ONETHIRD OF THEIR NET WORTH.

17

Copyright John Gerzema/Young & Rubicam

AFFLUENT MORTGAGE RATE DEFAULTS

18

Source: LPS Applied Analytics

Copyright John Gerzema/Young & Rubicam

DRAMATIC INCREASE IN FINANCIAL AND ECONOMIC RELATED SEARCHES

1

Source: Comscore

Copyright John Gerzema/Young & Rubicam

ONE STORY IN THE AMERICAN NIGHTMARE

20

Source:New York Times

Copyright John Gerzema/Young & Rubicam

A GROWING REALITY: A MORTGAGE IS FOREVER

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11 19

Copyright John Gerzema/Young & Rubicam

MASLOW UPENDED: MARKETING MUST MOVE FROM PASSION TO COMPASSION

07

20 09

20

19

Source: American Progress.org February 2009

Copyright John Gerzema/Young & Rubicam

THE ONLY CERTAINTY IS UNCERTAINTY

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Copyright John Gerzema/Young & Rubicam

“WE HAVE A STRONG CAPITAL POSITION”

24 23

TECTONIC SHIFTS IN CONSUMERISM: DECAYING INFRASTRUCTURE

TAXPAYERS ARE NOW SHAREHOLDERS

LACK OF PERMANENCE

TRUST

FAILURE OF REGULATORS EGREGIOUS AND CRIMINAL BEHAVIOR 25

LACK OF LEADERSHIP AND RESPONSIBILITY

SELFISHNESS AND COLLUSION

PROLONGED CONFLICTS AND PARTISANSHIP

LACK OF LEADERSHIP AND RESPONSIBILITY

26 26

SELFISHNESS AND COLLUSION

27

Copyright John Gerzema/Young & Rubicam

PROLONGED CONFLICTS AND PARTISANSHIP

28

EGREGIOUS AND CRIMINAL BEHAVIOR

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Copyright John Gerzema/Young & Rubicam

FAILURE OF REGULATORS

30

Copyright John Gerzema/Young & Rubicam

TAXPAYERS ARE NOW SHAREHOLDERS

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25

Copyright John Gerzema/Young & Rubicam

DECAYING INFRASTRUCTURE

32

Copyright John Gerzema/Young & Rubicam

LACK OF PERMANENCE

33

Copyright John Gerzema/Young & Rubicam

28 35

Copyright John Gerzema/Young & Rubicam

WE EXAMINED 15 YEARS OF DATA FROM BRANDASSET VALUATOR®

WORLD’S LARGEST 40,000 BRANDS QUARTERLY U.S. DATABASE OF PANEL OF BRANDS 215 STUDIES 15,000+ RESPONDENTS OVER 500,00 ACROSS 44 CONSUMERS COUNTRIES 72 DIFFERENT BRAND METRICS 35

BRANDS NOW ACCOUNT FOR 30% OF THE VALUE OF THE S&P 500

Source: Millward Brown Optimor 2007 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% BRAND AWARENESS HAS DECLINED BY 20% PERCEPTIONS OF BRAND QUALITY HAS ERODED 24% TRUST IN BRANDS HAS DECLINED BY 50%

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32 39

Copyright John Gerzema/Young & Rubicam

TRUST IS DESIRABLE, BUT IT HASN’T DIFFERENTIATED

40

Source:BrandAsset Valuator 1993-2007

Copyright John Gerzema/Young & Rubicam

IN THE PAST QUARTER, A ‘TRUST VIRUS’ INFECTED MANY CATEGORIES

41

Source: BAV USA FY2006, FY2007, Q4 2007, Q4 2008; All Adults

Copyright John Gerzema/Young & Rubicam

“I SCREWED UP” 42

Source: Barack Obama Press Conference, February 2009

Copyright John Gerzema/Young & Rubicam

CONSUMERS ARE BEGINNING TO OWN THEIR PROBLEMS

43

Source: Time Magazine

Copyright John Gerzema/Young & Rubicam

SAVINGS RATE HAS RISEN IN PAST FIVE CONSECUTIVE MONTHS

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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

46

Source: www.calculatedriskblog.com

Copyright John Gerzema/Young & Rubicam

MOST POPULAR TAG’S ABOUT CONSUMER BEHAVIOR

45

Source: Gabriel Dance, Aron PIlhofer and Andrew Kueneman - New York Times

CREATE COMPETITIVE ADVANTAGE NOW

EVERY RECESSION ENDS...EVENTUALLY CONSUMERS MOVING FROM ANXIETY TO ACTION HOW YOU ACT NOW WILL SHAPE YOUR FUTURE PERFORMANCE 48 39

Copyright John Gerzema/Young & Rubicam

THE NEW RULES OF ‘POST-CRISIS CONSUMERISM’

NEW CULTURAL VALUES NEW CONSUMER BEHAVIORS NEW MANAGEMENT PRINCIPLES 49

Copyright John Gerzema/Young & Rubicam

POST-CRISIS CONSUMERISM RULE #1 CULTURAL VALUE

=

CONSUMER STRATEGY =

MANAGEMENT PRINCIPLE

56

=

LIQUID LIFE

DÉCLASSÉ CONSUMPTION DOLLARS AND SENSE

Copyright John Gerzema/Young & Rubicam

DÉCLASSÉ CONSUMPTION

49

CULTURAL VALUE=LIQUID LIFE CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION MANAGEMENT PRINCIPLE= DOLLARS AND SENSE

Copyright John Gerzema/Young & Rubicam

DOLLARS AND SENSE

50

CULTURAL VALUE=LIQUID LIFE CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION MANAGEMENT PRINCIPLE= DOLLARS AND SENSE

Copyright John Gerzema/Young & Rubicam

POST-CRISIS CONSUMERISM RULE #2 CULTURAL VALUE

=

CONSUMER STRATEGY =

MANAGEMENT PRINCIPLE

51

=

ETHICS AND FAIR PLAY EMPATHY AND RESPECT VALUE AND VALUES

Copyright John Gerzema/Young & Rubicam

EMPATHY AND RESPECT

54

CULTURAL VALUE = ETHICS AND FAIR PLAY CONSUMER BEHAVIOR = R-E-S-P-E-C-T MANAGEMENT PRINCIPLE = VALUE AND VALUES

Copyright John Gerzema/Young & Rubicam

VALUE AND VALUES

55

CULTURAL VALUE = ETHICS AND FAIR PLAY CONSUMER BEHAVIOR = R-E-S-P-E-C-T MANAGEMENT PRINCIPLE = VALUE AND VALUES

Copyright John Gerzema/Young & Rubicam

POST-CRISIS CONSUMERISM RULE #3 CULTURAL VALUE

= INDESTRUCTIBLE SPIRIT

CONSUMER STRATEGY = DURABLE LIVING MANAGEMENT PRINCIPLE

50

=

BRAND THAT LASTS

Copyright John Gerzema/Young & Rubicam

DURABLE LIVING

51

CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER BEHAVIOR = DURABLE LIVING MANAGEMENT PRINCIPLE = BRAND THAT LASTS

Copyright John Gerzema/Young & Rubicam

BRAND THAT LASTS

56

CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER BEHAVIOR = DURABLE LIVING MANAGEMENT PRINCIPLE = BRAND THAT LASTS

Copyright John Gerzema/Young & Rubicam

POST-CRISIS CONSUMERISM RULE #4 CULTURAL VALUE

=

CONSUMER STRATEGY =

MANAGEMENT PRINCIPLE

59

=

RETURN TO THE FOLD COOPERATIVE CONSUMERISM COMMUNITY ORGANIZER

Copyright John Gerzema/Young & Rubicam

COOPERATIVE CONSUMERISM

58

CULTURAL VALUE = RETURN TO THE FOLD CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER

Copyright John Gerzema/Young & Rubicam

COMMUNITY ORGANIZER

59

CULTURAL VALUE = RETURN TO THE FOLD CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER

Copyright John Gerzema/Young & Rubicam

THE OPPORTUNISTIC CEO: BRAND MANAGER IN CHIEF

53

Copyright John Gerzema/Young & Rubicam

MARKETING IS NOT A COST, BUT A FIDUCIARY RESPONSIBILITY TO SHAREHOLDERS

54

Copyright John Gerzema/Young & Rubicam

THE CHINESE CHARACTER FOR CRISIS ALSO MEANS OPPORTUNITY

BAD COMPANIES ARE DESTROYED BY CRISIS. GOOD COMPANIES SURVIVE THEM. GREAT COMPANIES ARE IMPROVED BY THEM.” —ANDY GROVE 65

Copyright John Gerzema/Young & Rubicam

RECESSION-PROOF YOUR BRAND JOIN THE CONVERSATION AT THEBRANDBUBBLE.COM ON FACEBOOK OR TWITTER @JOHNGERZEMA

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