Diluted, but is thought leadership dead, dying or dynamic?
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The document discusses the current state of thought leadership in knowledge businesses, emphasizing its strategic and tactical importance in brand differentiation and sales returns. It highlights the increased consumption of thought leadership among executives and outlines the need for improved content management, including strategic alignment and evaluation methods. The report identifies emerging trends such as globalization, big data, and the resurgence of long-form content as critical areas for organizations to consider.
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Similar to Diluted, but is thought leadership dead, dying or dynamic? (20)
Diluted, but is thought leadership dead, dying or dynamic?
- 1. THOUGHT LEADERSHIP DISRUPTED ‘Diluted, but is thought leadership dead, dying or dynamic?’ Hill+Knowlton Strategies
- 4. 4 Thought leadership today Knowledge businesses • Strategic and tactical • Brand and sales return • Rooted in core service proposition • Immediacy vs dilution Examples: McKinsey | E&Y | IT industry | Professional Services
- 5. 5 Thought leadership today Big picture positioning • Ingredient in a bigger campaign • Strategic purpose • Linked to societal challenge • Brand return • Rooted in core service Examples: Shell Energy Scenarios | IBM Smarter Planet | GE Ecomagination
- 6. 6 Thought leadership today Disrupters • Actions louder than words • We learn in their slipstream • Will they change as they mature? Examples: Uber | Tesla | Airbnb | Amazon
- 7. 7 Thought leadership today • Strategic and tactical • Brand and sales return • Rooted in core service proposition • Immediacy vs dilution Examples: McKinsey | E&Y | IT industry • Ingredient in a bigger campaign • Strategic purpose • Linked to societal challenge • Brand return • Rooted in core service Examples: Shell Energy Scenarios | IBM Smarter Planet | IO • Action over words • Learn from their slipstream • Will they change as they mature? Examples: Uber | AirBnB | Amazon Knowledge businesses Big picture positioning Disrupters
- 8. 8 The opportunity Increased Desire Flexible Strategy High Rewards 63% of executives have increased their levels of thought leadership consumption in the last 12 months Having consumed engaging thought leadership, 76 % of executives are influenced in their purchasing decisions; 67% would advocate for that organisation externally; and 83% would consider the organisation as a business partner Thought leadership is used for a range of goals including: brand differentiation (47%); recognition of company or individuals (42%); right through to paving the way for a change of direction or new market entry (20%)
- 9. 9 The new rule book Raising the bar on content Management Discipline Presentation, Delivery and Distribution Marketers need to rebalance and professionalise their approach
- 10. 10 The new rule book Credible Relevant Innovative Transformative Impactful Compelling Accessible Raising the bar on content Why are we doing this? Find the critical concept Credible Impactful Transformative Compelling Accessible Lasting Relevant Innovative CRITICAL
- 11. 11 The new rule book The Management Imperative 1. Set the strategic context 2. Process for developing thought leadership concepts 3. Protocol for internal alignment and collaboration 4. Planning and delivery system to include an editorial board 5. Clear policy on employee amplification 6. Method of evaluating ROI, sentiment and tactical effectiveness Management Discipline
- 12. 12 The new rule book 7 Trends to watch in executive thought leadership 1. ‘Globalisation’ debate 2. Cause fatigue 3. Big data 4. Return of long form content 5. Visual storytelling 6. Virtual reality 7. New platforms Presentation, Delivery and Distribution
- 13. 13 The new rule book Raising the bar on content Management discipline Presentation, delivery and distribution Marketers need to rebalance and professionalise their approach
- 14. 14 Let’s continue the conversation…