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In order to explore and discover new opportunities we also need a need new language and new criteria for identifying success.

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Today the barrier is that we are getting better and better at measuring what's easy to measure - not what's important. This changes what's perceived as important to what's easy to measure - not what's important Online is turning what's important head - and for the worse. on its

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Is our picture of what online could be predetermined by how it was introduced to the marketing toolbox more then fifteen years ago. Are we unable to see how it changes?

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Do we build brands based on qucntitotive or qua itative measures?
Are we in the business of spending more time with people or making the time we spend with them that much better? In other words: It is not about spending more time with people, but making the time they have to spend with us more valuable.

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Ironically "the brand" has run into the same problem it was designed to solve: helping consumers differentiate nies and offers. between compa-

The reason for this is that we are all trained to solve the same problem the same way with the same tools and the same insights, we've been to the same schools, read the same books, the same blogs and gone to the same parties. so we end up creating the same answers.

Most brand strategies today are only incrementally different from their closest competitors, a closeness only the brand itself can identify and appreciate.

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And online this seems to be the rule rather than the exception. These are screenshots of Norwegian online banks. Now you might say that their color palettes are d fferent, but that isjust an irrelevant signifier. If you look at the brand offering or the brand experience, you find that these banks are completely the same.

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What we have to do is design strategies with the big picture in mind - guided by the unique proposition that has been designed to differentiate and motivate: the brand promise. People don't check weather sited because they are fantastically interested in the weather, they do because they are planning a day in the park. Now unfortunately what brands are building are identical weather sites, not better park experiences.

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A shot at the truth
hank you!
www.180360720.no slideshare.net/helgetenno @congbo that all books like The Tipping Point or articles by academies can ever do is uncover a little piece of the bigger picture, and one day--when we put all those pieces together--maybe we'f have a shot at the truth." Malcolm Gladwell
Fast Company http://is.gdlCwVNOg

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