About 2 month ago I was invited to Best Internet and beautiful Zagreb in Croatia to host a full day workshop on the future of communication. Me another 85 people had a great day where I mixed speaking sessions with, what I love the most, open discussions.
Before this event I was contacted by the leading business newspaper in Croatia – Lider. They wanted me to answer 10 questions that they would base an article on. Today as I was cleaning my desktop on my computer I thought – since you probably understand as much Croatian as I do I thought this could be a good blog post. So here we go.
Johan Ronnestam answers 10 questions about the future of communication (in Croatia to some extent 
1. Once you are on the internet your competition is whole world and people speak in one language (mostly english). How can local brands stay local or share national values while ‘living’ in virtual world?
Johan Ronnestam: By being just that – Local. In a globalized world people will look for the unique brand that delivers something beyond what you can shop in every parts of the world, every country and every city. The times when we all wanted Starbucks coffee is soon to be over. Everyone [click to continue…]
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Me and partner in crime Göran Adlén, one of Swedens most hired and admired speakers on future trends, had a nice lunch a couple of weeks ago. Half way into a wonderful Pizza at Vapiano we suddenly cracked, what probably is our most stupid or…genius idea so far:
“Why don’t we lock our selves up somewhere and chat away about trends, communication, design, technology, the environment, the world and much more for 24 hours without any sleep or pause. NO SLEEP – NO PAUSE! and broadcast it – Live!?”
Seconds later I was off the phone with Robin Danehav, thincasting mastermind, who answered in seconds “I’m in!”.
Göran Adlén & Johan Ronnestam 24 Hours Live at Clarion Sign Hotel! Thincasted by Robin Danehav.
The event will be broadcasted live, both here on my blog and on the campaign website 24 Hours.se, as well as performed on stage at Clarion Sign Hotel in Stockholm, Sweden. So, mark the 6th and 7th of May 2011 in your calendars. Ah, almost forgot. If you’re on Twitter. Use the #24live if you wanna tag along.
Oh, and of course it’s all free. If you wanna pay something – pay me a Tweet or a Facebook link.
See you at lunchtime on the 6th of may!
ps. For you english speaking readers – the event will be held in Swedish but followed with 24 videos summarising the event – these will be text translated.
Back in 1980, Michael Porter (most famous of creating Porter’s Five Forces) published the study Competitive-Strategy: Techniques for Analyzing Industries and Competitors. It was more or less the beginning of what you today would call Competitive Intelligence - the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization.
Be Curious. Wonderfully photographed by Patricia Glogowski.
Personally I think that time has come for change. Organisation and brands today tend to believe managers are supposed to create business development departments that make sure the company stays ahead of competition. I don’t agree. In the complex world we live in it’s time to make each and every employee a part of that competitive intelligence process. In other words it’s up to you. You are the ones that can make it happen.
A constant flow of information.
The world is becoming smaller and smaller. The Internet has erased borders and will sooner or later erase even language barriers. As a result your company isn’t fighting the local competitor around the corner [click to continue…]
February 16, 2011
in Advertising Awards,Art,branding,Cases,Entrepreneurship,Images,Innovate,My Books,People,Quote of the day,Research,SEO,Social communication,Software,Speaking,Svenska,The trend is my friend,Video
Some of you might have followed my blog since way back while others followed me only a couple of days. So I decided it was time to dig into Google Analytics and gather my top 100 blog posts, based on traffic, (I have written 596 to this date) between the years 2005 and 2011 for you to read.
I did actually start my first blog back in 2002 but quickly stopped blogging. It was more of an installation experiment. Then in 2005 I slowly started posting again. Up until now I’ve had over a half a million pageviews and 367374 unique visitors dropping in.
Oh, by the way. If there’s anything you like – please Tweet it or put it on your FB page. It would make me happy.
So here we [click to continue…]
The other day I wrote quite a long post on the future of integrated communication from a digital perspective. I stressed the fact that in order for your brand to create and maintain strongs brand in the future you’ve gotta provide people with true values not just fun stuff that entertains. On top of that I’ve also written a quite extensive post on how all your brands belong not to you, but to the consumer. You might wanna tap into that one too before reading this post. Here we go:
You’ve lost control of almost all of your sales process. Accept it and change or die. (Had to go punk style)
That actually happens to tactical communication as we know it when all rules are changed? What happens to ads, prints, point of sale, direct marketing etc?
Let’s me elaborate on that based on an old communication model called AIDA, Attention, Information, Desire and Acquire, first described in 1898 by E. St. Elmo Lewis. Some people say [click to continue…]
Yesterday Facebook mail was launched here in Sweden and it’s been said it’ll be a game changer. This morning I had to give it a go. After all, if I’m supposed to use it in one way or another it’s good to know how it works…or not works. After a quick analysis I’d say [click to continue…]
January 13, 2011
in branding,Images,Innovate,Just another day,Link of the day,Quote of the day,SEO,Simplicity,Social communication,The trend is my friend,Video
Leading a brand? Thinking about how to create a long term integrated communication platform? Think no more cause I’ll share the model I’ve been using for the last three years when leading brands into the future of advertising, communication and advertising.
Normally I’d work a company or brand through a series of workshops. We would then slowly start to follow this model over time. Changing how you, your brand and marketing organisation work with advertising and communication is not something you do over night. I would recommend brands to keep on doing what they do best – shoot fireworks -while slowly start to change their way of communicating their products and services from ground up.
Moving your communication into the future is also tough on your organisation as your moving from campaign based communication activities to instead building long term equity that will generate results over time. Send your entire marketing organization as well as your IT department and management team on several digital communication crash courses cause your CEO better understand what you talk about when you’re talking conversion, SEM, SEO, AdWords, H1, Keywords, Stats and shit.
Have a read. If you like what you read – get going. Change!
Here we go – The Key To Future Integrated Communication by Johan Ronnestam
The basis of your online communication platform
The first thing we’ve gotta agree upon before moving further into the model is the following: Your brand consist out of two things. The product/services you offer and [click to continue…]
We’ve all heard it before. A brand is not a logo, nor is it your products or services. Your brand is the sum of peoples feelings when they think about your brand. Or said in a more ‘techy’ way – An emotional translation of what first comes to mind when neurons fire in the brains around the world when your brand, products or services is mentioned.
As people spend more and more of their life socializing online and searching for products and services your brand is naked, exposed and on it’s own. There are no sales people telling people about your product anymore, you’re left with seconds to raise interest before people leave you and most important – your brand no longer belongs to you, it belongs to all those people online who either say good things about you or worse, tell people that your brand suck!
Here are 5 things to think about when keeping your brand together in the future social world.
1. Brand presence not brand site
I’ve written about this and that before. But it’s something worth repeating. You should not – I repeat – you should [click to continue…]
