Académique Documents
Professionnel Documents
Culture Documents
John Gerzema
CALAMITY:
MARKETING YOUR WAY
OUT OF THIS RECESSION
3 Source: Y&R Strategy, HBR: Anthony T Jan, John Quelch Copyright John Gerzema/Young & Rubicam
HALF OF ALL GLOBAL WEALTH
HAS EVAPORATED
8 Source: Board of Governors of the Federal Reserve System Copyright John Gerzema/Young & Rubicam
VISUALIZING THE BAILOUT
10 Source: “Irrational Exuberance”, 2nd edition, 2006, by Robert J. Schiller Copyright John Gerzema/Young & Rubicam
A GROWING REALITY:
A MORTGAGE IS FOREVER
11
19 Source: Copyright John Gerzema/Young & Rubicam
AMERICAN’S HOMES NO LONGER
PERSONAL LINES OF CREDIT
11 Source:Us Department of Housing and Labor, 2009 Copyright John Gerzema/Young & Rubicam
WHILE THE CREDIT CRISIS HAS
HALTED HOUSING STARTS
13
Source: Change in Nonfarm Pay rolls, Reported Monthly, Bureau of Labor Statistics, U.S Dept of Labor Copyright John Gerzema/Young & Rubicam
AN EQUAL OPPORTUNITY
RECESSION
20
07
20
09
17 Source: American Progress.org February 2009 Copyright John Gerzema/Young & Rubicam
TECTONIC SHIFTS IN
CONSUMERISM FROM THE
CULTURAL LOSS OF TRUST
21
23 Copyright John Gerzema/Young & Rubicam
SELFISHNESS AND
COLLUSION
24
33 Copyright John Gerzema/Young & Rubicam
TAXPAYERS ARE NOW
SHAREHOLDERS
30
25
Copyright John Gerzema/Young & Rubicam
DECAYING INFRASTRUCTURE
27
28 Copyright John Gerzema/Young & Rubicam
28
Copyright John Gerzema/Young & Rubicam
29
Copyright John Gerzema/Young & Rubicam
Source: Millward Brown Optimor 2007
30
Copyright John Gerzema/Young & Rubicam
THE 250 MOST VALUABLE
GLOBAL BRANDS ARE
$2.197 TRILLION DOLLARS
WHICH EXCEEDS THE GDP
OF FRANCE
31
Copyright John Gerzema/Young & Rubicam
BRAND ESTEEM AND
REGARD IS DOWN 12%
PERCEPTIONS OF BRAND
QUALITY HAS ERODED 24%
32
Copyright John Gerzema/Young & Rubicam
TRUST IS DESIRABLE, BUT IT HASN’T
DIFFERENTIATED
40 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
NEW
CULTURAL VALUES
NEW
CONSUMER BEHAVIORS
NEW
MANAGEMENT PRINCIPLES
PRINCIPLE LASTS
DURABLE LIVING
43
Copyright John Gerzema/Young & Rubicam
POST-CRISIS CONSUMERISM
RULE #2
DÉCLASSÉ CONSUMPTION
48
Copyright John Gerzema/Young & Rubicam
CULTURAL VALUE=LIQUID LIFE
CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION
MANAGEMENT PRINCIPLE= DOLLARS AND SENSE
49
Copyright John Gerzema/Young & Rubicam
POST-CRISIS CONSUMERISM
RULE #4
MANAGEMENT = COMMUNITY
PRINCIPLE ORGANIZER
COOPERATIVE
CONSUMERISM
51
Copyright John Gerzema/Young & Rubicam
CULTURAL VALUE = RETURN TO THE FOLD
CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM
MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER
COMMUNITY ORGANIZER
52
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
Source: Gerzema, Jacobson, Lebar, Mizik, Stanford and Poor’s COMPUSTAT over 1988-2003, University of Chicago’s Center
for Research in Security Prices from 1993-2003. BAV 1993-2004
56
Copyright John Gerzema/Young & Rubicam
57
Copyright John Gerzema/Young & Rubicam
58