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Page history last edited by Alan Belniak 5 years, 8 months ago

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[Section 1.0] 2.0/2.0 Consulting and Solution 2.0/2.0 It Provides to Brand 1.0

 

The Problem: Meet Brand 1.0. It's a "traditional" brand that does not see the direct link from technology to user social networks and thereby mismanaging innovation within its organization. Brand 1.0 creates a product and pushes out a message about that product. It assumes that it knows its customers and that its customers will receive the message and the product as Brand 1.0 intended. Brand 1.0's command-and-control strategy all too often leads its products to failure once they reach the marketplace -- or, if the product is a success, Brand 1.0 can't put its finger on why. "What just happened?", Brand 1.0 often asks, "Aren't we in control of the message about our product? Aren't we in control of our Brand's reputation?" Meanwhile, the blogosphere is abuzz with how bad the product is -- or, alternatively, the product takes off and is a success, breaking all sales projections. "You're not in control anymore, Brand 1.0", the blogosphere, replies. In either case, Brand 1.0 has lost control of its message and its product's reputation. How can Brand 1.0 get its reputation back? How does Brand 1.0 become Brand 2.0 (a brand that does leverage social networking and social media) and meet its customer where they are?

 

Please Click Below to Watch a 90-second Video: Analyzing Brand 1.0's Situation

 

The Solution: The core of Brand 1.0's problem is that it's failed to perceive the relationship that Customer 2.0 has with Brand 1.0, and how it has changed. Companies using Brand 1.0's plan-and-push product innovation strategy often fail to understand the network of end-users before they develop a product, focusing myopically on top-line revenue, bottom-line profit, or market penetration, rather than "will my customer actually want this?" If Brand 1.0 took a deeper look at its customers, what value would it experience inside its own organization? How could Brand 1.0's R&D, Marketing, and senior management value from a closer relationship with its end-users? Brand 1.0's customers are already talking about it in cyberspace -- would it add value to the enterprise to listen to what's being said? Listening to the noise within its own user network would mean that R&D and marketing would get the feedback faster, minimizng the spend on other costly user-data collection mechanisms.  Senior management would see lower costs to get the right product go to market faster and sooner. 

 

Please Click Below to Watch a 60-second Video: Presenting Solution 2.0/2.0

 

Solution 2.0/2.0 helps make the transition from Brand 1.0 to Brand 2.0 easier and smoother. The business proposal that follows identifies six major technology streams to be managed inside and outside 2.0/2.0 Consulting, a collection of strategic partners that form the supporting ecosystem integral to the success of any 1.0-to-2.0 migration, and a management team whose talents are aligned with the unique natures of the business. Solution 2.0/2.0 is a business model innovation rather than a specific piece of technology, component or platform. It is a service that leverages several platforms (connectivity, hardware, UI interaction, to name a few described in the sections to come) to create a solution that helps brands manage innovation by creating a direct link from their technology or product to their user social networks.

 

The transformation of Brand 1.0 to Brand 2.0 doesn't happen on its own. To learn more about Solution 2.0/2.0 <<Click to Continue to Section 2.0>>. 

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