“There simply aren’t enough media dollars in the hands of any marketer today to address brand challenges he or she faces in this topsy-turvy media ecosystem. Z.E.R.O. shows an alternative path, one that’s driven by direct consumer relationships without media companies serving as intermediaries. Yes, it’s a daunting, intimidating future, but probably the lifeline for most brands.”
Head of Global Brand and Marketing Transformation, Visa Inc.
“With Z.E.R.O., Joseph Jaffe and Maarten Albarda submit a true challenge to everyone who works in marketing. The World Federation of Advertisers likes challenges for its constituents, and this challenge goes right to the heart of our industry.”
Managing Director, World Federation of Advertisers (WFA)
In three sections, authors Jaffe and Albarda outline the problems and challenges that are leading to the Perfect Storm approaching (Section 1), the introduction and delivery of the Z.E.R.O. Manifesto (section 2) in which the vision and idea of Z.E.R.O is presented, and finally a ten point Action Plan with pragmaticrecommendations marketers can start doing to ensure not just survival, but also the ability to thrive in the turbulent (and yet exciting) world that lies ahead.
+ The Problem
Our position is that a perfect storm is coming…in fact it may already be here. To make this case, we introduce several key arguments: business, economic, consumer, media and creative cases – any of which could – by itself - be enough to be the straw that breaks the camel's back, but when combined presents a perfect storm scenario.
+ The Z.E.R.O. Vision
The Z.E.R.O. Manifesto holds that in a perfect world, the optimal paid media budget would be zero. Why? Because businesses – small and large and brands would have enough customers; enough word-of-mouth; enough rabid fans and advocates; enough referrals; enough partnerships with entrepreneurs, startups and technology investments; and last but not least, enough assets to activate, amplify and monetize. What is an asset? Your people. Your products. Your packaging. Your clothing. Your billboards. Your trucks. Your stores. Your website. Your content.
+ The Z.E.R.O. Action Plan
Talk is cheap. So many books outline a problem, without putting forward a solution. Section through introduces a 10-point action plan, which presents 5 ways companies can implement Z.E.R.O. Internally (Cultural, Organizational), as well as 5 ways they can truly bring Z.E.R.O. to life externally (Strategic, Tactical). From compensation to budget setting; from flipping the funnel to innovation. It's all inside.
Shann Biglione, Chief Strategy Officer, Publicis Media Greater China, wrote a terrific article on LinkedIn (hat tip: Eaon Pritchard) titled, “People who predict the death of brands don’t understand why they exist.” In it, he outlined how harbingers of doom...