Globalization 3.0 Globalization has been marked by two distinct phases: currency trading, and then the rapid redistribution of productive capacities from higher to lower cost international markets. Globalization 3.0 is the third phase that is emerging: the rise of the brands and spread of intangible value. Globalization 3.0 sits at the intersection of several interconnected trends: global digital communications changing cultural epicenters, the redistribution of the world brand economy, and the emergence of customer experience strategy and management as a key skill set. For products and services, “easy to use” will shift to “adaptive and engaging.” For organizations, it will become important to be easier to use. Where is the instruction manual to help customers use and navigate your company?
Unleashing the Power of Design Thinking Customer experience design methods and practices that have been used to create successful products can also help drive better business strategies. Discover the Power of Design Thinking and how being an experience driven business can help you innovate to survive in lean times, and innovate to succeed in good times. Learn how to connect your business intent to what you actually do in the marketplace. Examples and case studies will be used to bring these ideas to life – including products, services, experience management, and business transformation.
Clark uses success stories and examples to illustrate his theory on the three essential elements enduring brands must manage: relevance, context and mutual benefit. First is the organization's or product's enduring relevance to the customer. Next is the context in which the brand must adapt to cultural shifts or changing economic needs of customers over time. Relationships are then turbocharged when all stakeholders perceive mutual benefit, which creates a bank of goodwill to nurture future interactions - and is crucial in times of crisis.
Once you've heard Brandscendence you'll be able to see branding at work every day and the heavy lifting it does all around you - and be able to start on the journey to gain competitive advantage by increasing customer consideration, preference, and loyalty.
Clark uses success stories and examples to illustrate his theory on the three essential elements enduring brands must manage: relevance, context and mutual benefit. Branding can focus resources and select valuable customers by being focused and relevant in specific and known ways. It can create a high performance culture that adapts to shifting contexts - or creates the context others must respond to in the marketplace. Branding must also lead in the creation of mutual benefit that drives more value for all players in the brand ecosystem.
Product specifications have to be frozen for some period of time, while customers are more like liquids. Customer needs and desires are in an ever-changing state of flux. While individuals aggregate to create mass markets, these markets are the result of fractal flows of emerging customer tastes and temperaments. Solid products are always chasing liquid customers. Learn how gain decisive competitive advantage by creating liquid flows between the boundaries of customers, products, services and organizations.
About Kevin Clark
Kevin Clark is a brand strategist, author, customer experience designer, and transformational leader. He works with business leaders, marketing experts, brand strategists, designers, academics, futurists, and cultural anthropologists about the wants and needs of customers, and emerging social and technology trends. He is a sought-after global speaker about brand strategy, customer experience design, change management, and innovation.
He is President and Founder of Content Evolution LLC Worldwide, formed in 2002 to manage the rights to Clark's written works and public appearances, and now a global consulting ecosystem designed to meet selected client needs in the brand, customer experience, and business strategy and transformation, using integral practices and proprietary techniques.
In early 2009 Kevin retired from IBM with 30 years of service. He is Program Director emeritus, Brand and Values Experience, IBM Corporate Marketing and Communications - responsible for discovering and creating new ways for people to experience IBM, and the global IBM Brand Experience Community Leader; he created the community in 2001. IBM is valued as the #2 brand worldwide at $59 billion in 2008 according to Interbrand and reported in Business Week, making it the most valuable business-to-business brand in the world.
Before joining the corporate staff, Clark was Brand Steward and portfolio architect of the IBM Think family of personal computer offerings, including IBM ThinkPad notebook computers. He was also the Program Director, Market Intelligence and Business Development for IBM Personal Systems Group with four direct report managers, and a total staff of 50.
Kevin is the founder of the behavioral school of branding and the author of Brandscendence: Three Essential Elements of Enduring Brands published by Kaplan/Dearborn in 2004, and is a contributing author to several other books. He is also co-author of the keynote article Unleashing the Power of Design Thinking for the summer 2008 issue of Design Management Review. He is co-author of IBM's Think Strategy: melding business and brand strategy, appearing in the spring 2004 issue of Strategy and Leadership magazine, co-author of Experience Design that Drives Consideration for the winter 2006 issue of Design Management Review, and How IBM Innovates for the April 2006 issue cover story for PDMA Visions, journal for the Product Development Management Association.
Kevin lectures regularly at Duke University Fuqua School of Business in market segmentation and is an executive education instructor for branding at the University of North Carolina at Chapel Hill. He is certified in Spiral Dynamics, is a member of the Writers Guild of America, is a member of the Design Management Institute, is a member of the International Affairs Council, and has been a senior instructor for the IBM Marketing Management Institute. He is a graduate of the University of Tulsa with a Bachelor of Science Degree, School of Arts & Sciences, in Communications, 1978.
Kevin Clark
