Gorillas & Unicorns: Unlocking brand growth through technology - - PowerPoint PPT Presentation

Gorillas & Unicorns: Unlocking brand growth through technology collaboration

Benni Lickfett – Head of Technology & Innovation, Europe

HI! I! I I AM BENNI. I I WORK AT DIA DIAGEO.

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“WE ARE A 800- POUND GORILLA LIVING IN A UNICORN WORLD”

DANA ANDERSON, CMO, MONDELEZ,

A CONFESSION…

INCREASINGLY RAPID SPEED OF CHANGE

Categories get established, status-quo disrupted and consumer behaviours change

Snapchat 220MM

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“This is a time of digital Darwinism — an era where technology and society are evolving faster than businesses can naturally adapt. This sets the stage for a new era of leadership, a new generation of business models, charging behind a mantra of “adapt or die.”’

Brian Solis Principal Analyst at Altimeter Group

ENTER THE ERA: DIGITAL DARWINISM

“The beauty of our industry is that we will always own the hotel rooms” Hilton CEO -2010

Leading Hotel Group CEO - 2010

SO HOW DO YOU TACKLE IT?

BUT IT AIN’T THAT EASY

THE FUTURE IS ALREADY HERE, IT JUST HAS NOT BEEN SCALED YET

A WORD ON INNOVATION…. THE PROBLEM IS THAT PREDICTING WHAT WILL SCALE (AND WHEN) IS A DIFFICULT BUSINESS

RAPID EXPERIMENTATION EATS INNOVATION STRATEGY FOR BREAKFAST

THINK BIG, START SMALL, SCALE FAST: GATE PROCESS AND METERED FUNDING

Single-minded focus Agility (ability to pivot) Lean set-up Bravery Speed Bootstrapping Expertise Scale Resources Credibility Reach Stability Planning Expertise

THAT’S WHY COLLABORATING WITH (BABY) UNICORNS IS KEY

GORILLA + UNICORN UTLIMATE CORPORATE CHECKLIST

BE TRANSPARENT & HONEST KEEP FOCUS BRIDGE SILOS START WITH A BUSINESS PROBLEM, NOT A TECHNOLOGY DON’T OUTSOURCE THE LEARNINGS HELP THEM NAVIGATE YOUR ORGANISATION ASSESS FOR SCALABILTY NOT SCALE VIEW IT AS A WIN-WIN DON’T TREAT THEM LIKE AN AGENCY CLEARLY DEFINE WHAT SUCCESS LOOKS LIKE HAVE A POST-PILOT PLAN IDENTIFY RESOURCES AND NEEDS EARLY ON

START WITH SOMETHING THAT’S BROKEN

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KEEP IT LEAN

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BRIDGE SILOS

A word on agencies….

SOME THOUGHTS FOR AGENCIES

1) CLIENTS EXPECT YOU TO BE ON TOP OF THIS (ESPECIALLY AFTER THE PITCH) IN A WAY THAT ADS MORE VALUE THAN THEATRE 2) TEST & LEARN REQUIRES TRANSPARENCY – AND A TRUST BASED RELATIONSHIP 3) CORPORATES DON’T EXPECT YOU TO SELL AI – ONLY DO IF YOU HAVE A PHD DATA SCIENTIST

Some advice for the Start-Ups….

SOME THOUGHTS FOR START-UPS

1) DON’T SELL THE DIGITAL SWISS POCKET KNIFE – MAKE IT EASY TO GET TO YES 2) CORPORATE CLOCKS TICK DIFFERENTLY – YOU WON’T BE ABLE TO CHANGE THAT 3) BUILD A NETWORK OF CORPORATE INFLUENCERS AND CHAMPIONS

QUESTIONS???