消费者&财政烙记的A S ilicon谷透视汇合(ppt32)英文(1)

TheConvergenceofConsumer&FinancialBRANDINGASiliconValleyPerspectiveHollandCarneyPresidentU.S.WesternRegionAlexanderOgilvyPRWorldwideConsumer&Financial“WALLSTREETisbombardingthepublicwithanunprecedentedmarketingblitz-amplifiedbythenewsmedia.Theresult:Investingisbecomingahigh-risksport”Everybody’sanInvestor!WallStreetadvertisingzoomed95%lastyearto$1.2billion--3timeswhatitwas5yearsagoThepercentageofinvestorsinvestingonlineTRIPLEDfrom1998to199948%ofAmericansownstocktodayInvestorsnowholdanaverageNasdaqstockfor5months,vs.2yearsadecadeagoBuyrecommendationsoutnumbersellsby72to1.Theratio10yearsagowas10to1CNBCistoinvestorswhatESPNistosportsfans!NASDAQNASDAQhasbecomeaglobalconsumermarketingmedium.“Correction”BullVs.Bear“Slump”“MuchNeededCorrection”“Crash”“Temporarysetback”“BurstBubble”My15-YearOldBrotherWillonlyconsumePepsiproductsbecauseheownsPepsistockMy78-YearOldGrandmotherBoughtherfirststockbecausesheregularlybuystheproductsandalreadyhasadeepbrandrelationship.BrandLoyalists=ShareholdersStockLosers=UnhappyCustomersTheCosttoBuildaBrandVenturecapitalistJohnDoerrhasbeenquotedwidelysayingittakes$200milliontobuildabrandintheNewEconomy.$$“LeftontheTable”$0$10$20$30$40$50$60$70$80$20$80LeftBillionsontheTableSource:TheRedHerringTablePriceOpenPALM$2.4B$38$145VALinux$1.1B$30$299MP3.com$780M$28$92Akamai$750M$26$110Sycamore$1.7B$38$270UPS$1.6B$50$65TheNewEconomyBrand“Internetpublicofferings,itturnsout,areonlyincidentallyaboutraisingmoney:Theyaremostlydesperatepleasforconsumerattention.”PaulKedrosky,anassistantprofessoronthefacultyofcommerceattheUniversityofBritishColumbiaIrrationalExuberance“Investorsaredrivenbyimpulse,herdbehavior,dinnerpartychatter,intuition,mediahype,fearofbeingleftout--everything,inshortbutinformed,reasonedanalysis...WallStreethasliterallybecomeembeddedinourcultureandeverydaylives.Theeffectofthemediaoninvestorpsychologyisundoubtedlyoneofthedrivingfactorsbehindthebullmarket.”RobertJ.Shiller,AuthorofIrrationalExuberanceMay8:$55$0$10$20$30$40$50$60$70$80$16$8101,0002,0003,0004,0005,0006,0007,0001,5007,000Tanked“likeyellowcarnationsforaweddinganniversary”-MotleyFools$0$5$10$15$20$25$21$14Employees,andshareholdersareupset...NOWEVERYONEisaware!010203040506070Companies199819992000SuccessfulIPOsOfferingspostponedorwithdrawn…butwiththedropinthestockmarketsinApril,thosebusinessesmayhavemoretroublegoingpublic.GraveyardsandDeadPoolsVenturecapitalfirmshavebeenabletoraisemoreandmoremoney...Sources:ThompsonFinancialSecuritiesData/VentureEconomics;IPO.comFirst3Months010203040$50billionincommitments‘85‘90‘95‘00…andwerepouringitintoInternet-related*businessesinthefirstquarter...*Includescontent,e-commerce,hardwareandservicesSources:ThompsonFinancialSecuritiesData/VentureEconomics;IPO.comNon-Internet5.6billionSlice1Slice2Slice3Slice4Slice5Slice6B2B4.7billionServices/Other4.0billionB2C3.2billionCommunications/Infrastructure5.2billionTotalInvested:$22.7BillionHenryBlodgett’s“AftertheFall”•AOL•Yahoo•Amazon•PriceLine•DoubleClick•eBay•CMGI•Inktomi•InfoSpace“MostexistingInternetcompanieswon'tmakeitoutoftheirchildhoodalive...However...manyofthesuccessstorieshaveyettocomepublic.”June2000HenryBlodgett’s“AftertheFall”1)Prospectsofearningssoon2)Plentyofcash3)Defensiblebusinessmodel4)Marketleadership5)Stronginternationalagendas6)Solidmanagementand7)AbilitytobenefitfromthemostpowerfultrendsontheInternetgoingforward:wireless,broadbandandinteractiveTV“Neveragain,hesays,willconsumerNetstockscarrythe‘anytime,anyprice’auraaboutthem.”June2000TokyoStockExchangeHongKongStockExchangeLondonStockExchangeNASDAQNYSEDeutscheBoerseGlobalStockExchangeIntegrationSources:theexchanges;InternationalFederationofStockExchangesParisBourseSaoPaoloAustraliaStockExchangeAsianCompaniesonNASDAQSource:TheRedHerring6/22PriceCloseAsiaInfo$39$24$99GigaMedia$16$27$88China.com$21$20$67Sina$35$17$20ImageGoodwillProductCustomerVisualChannelImageDegreetowhichthebrand’simageisstrongandengagingProductWayinwhichtheperformanceoftheproductsupportsthebrandVisualDoesbrandpresentclear,consistentanddifferentiatingpresence?GoodwillExtentthatbrandisendorsedbyinfluencersandsocietyatlargeCustomerPrimaryopportunitiesforthecustomertobeinvolvedwiththebrandChannelDegreetowhichthebrandiswellleveragedinthetradeRelevanceBusinessStrategyEmployeeCommunicationShareholderCommunicationAwarenessAttitudinalRatingIndividualsPriceDecisionMakerAccessTelesalesCenterCustomerCommunicationProductRepeatPurchaseTasteFreeTrialTheConvergenceofBRANDINGConsumer&Financial