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Content Evolution LLC Worldwide

Presentations


The Brand Game
Promises to Delivery
How Does Your Company Feel?
Great Listeners
What Does the Customer Want?
What's Up with Google?
Engaging and Adaptive
Listening and Leading
Bartering Again
Pre-competitive
Remember Your Customers
Ideas
Brand Power in a Recession
Be Intentional
30 Years at IBM


Kevin Clark      Kevin Clark

Presentations by Kevin Clark:


Speaking Prospectus (pdf file)

"Unleashing the Power of Design Thinking" ©

Customer experience design methods and practices that have been used to create successful products can also help drive better business strategies. Discover the power of Design Thinking and how being an experience driven business can help you innovate to survive in lean times, and innovate to succeed in good times. Learn how to connect your business intent to what you actually do in the marketplace. Examples and case studies will be used to bring these ideas to life – including products, services, experience management, and business transformation.

"Globalization 3.0" ©

Globalization has been marked by two distinct phases: currency trading, and then the rapid redistribution of productive capacities from higher to lower cost international markets. Globalization 3.0 is the third phase that is emerging: the rise of the brands and spread of intangible value. Globalization 3.0 sits at the intersection of several interconnected trends: global digital communications changing cultural epicenters, the redistribution of the world brand economy, and the emergence of customer experience strategy and management as a key skill set. For products and services, “easy to use” will shift to “adaptive and engaging.” For organizations, it will become important to be easier to use. Where is the instruction manual to help customers use and navigate your company?

Kevin Clark is a brand strategist, author, customer experience designer, and transformational catalyst. He is President and Founder of Content Evolution LLC Worldwide, formed in 2002 to manage the rights to Clark’s written works – now a global ecosystem of capabilities designed to meet selected client needs in branding, customer experience, and integral innovation. In 2009 Kevin retired from IBM with 30 years of service as Program Director emeritus, Brand and Values Experience, IBM Corporate Staff – responsible for creating new ways for people to experience IBM, and the global IBM Brand Experience Community Leader; a community he founded in 2001. IBM today is the #2 brand worldwide valued at $59 billion in 2008 according to Interbrand and reported in Business Week, making it the most valuable business-to-business brand in the world.

Kevin Clark is a brand strategist, author, customer experience designer, and transformational catalyst. He is President and Founder of Content Evolution LLC Worldwide, formed in 2002 to manage the rights to Clark’s written works – now a global ecosystem of capabilities designed to meet selected client needs in branding, customer experience, and integral innovation. In 2009 Kevin retired from IBM with 30 years of service as Program Director emeritus, Brand and Values Experience, IBM Corporate Staff – responsible for creating new ways for people to experience IBM, and the global IBM Brand Experience Community Leader; a community he founded in 2001. IBM today is the #2 brand worldwide valued at $59 billion in 2008 according to Interbrand and reported in Business Week, making it the most valuable business-to-business brand in the world.

“Experience Driven Business”

Experience methods and practices can help drive successful business strategies. Learn how to connect your business intent to what you actually do in the marketplace. Use your ecosystem of relationships to bring new experiences to life for customers – and all the constituencies that do business with you. This keynote presentation will help listeners with: a) Connecting your business strategy and values to what you actually do, b) Using experience methods to drive strategic business goals, c) Bringing experience practice to new constituencies and developing executive patrons for it.

"Enduring Brands" ©

Enduring brands go beyond ordinary limits. From his book, Brandscendence: Three Essential Elements of Enduring Brands, Kevin Clark makes the world of brands come alive for audiences around the world.

Imagine having an inside perspective on managing some of the world's most valuable brands such as BMW, Coke, Disney, General Electric, IBM, and even not-for-profit institutions such as the Red Cross are on the journey to Brandscendence. They have enduring reasons for being, yet adapt to changing circumstances and evolve over time. Brandscendence is designed to simplify the branding conversation to make brand strategy accessible to anyone - and to any organization.

Clark uses success stories and examples to illustrate his theory on the three essential elements enduring brands must manage: relevance, context and mutual benefit. First is the organization's or product's enduring relevance to the customer. Next is the context in which the brand must adapt to cultural shifts or changing economic needs of customers over time. Relationships are then turbocharged when all stakeholders perceive mutual benefit, which creates a bank of goodwill to nurture future interactions - and is crucial in times of crisis.

Once you've heard Brandscendence you'll be able to see branding at work every day and the heavy lifting it does all around you - and be able to start on the journey to gain competitive advantage by increasing customer consideration, preference, and loyalty.

Intended audience: Executives, managers, consultants and marketing professionals responsible for business strategy, brand strategy, change management.

"Brand Next™ " ©

The presentation "Brand Next™" is based on the chapters of the upcoming book Brandscendence™: Three Essential Elements of Enduring Brands that focus on the future of brand strategy and brand management. Brandscendence is the fusion of "brand" and "transcendence" - brands that go beyond ordinary limits.

Brand strategy holds the power to redefine organization strategy at large.

Clark uses success stories and examples to illustrate his theory on the three essential elements enduring brands must manage: relevance, context and mutual benefit. Branding can focus resources and select valuable customers by being focused and relevant in specific and known ways. It can create a high performance culture that adapts to shifting contexts - or creates the context other must respond to in the marketplace. Branding must also lead in the creation of mutual benefit that drives more value for all players in the brand ecosystem.

Once you've heard "BrandNext" you'll be able to see the future of branding with more clarity - and see it at work every day all around you. Start on the journey to gain competitive advantage by increasing customer consideration, preference, and loyalty by hearing "BrandNext" today.

Intended audience: Executives, managers, consultants and marketing professionals responsible for business strategy, brand strategy, change management.

"Products are Solids, Customers are Liquids" ©

The energy of change is transforming traditional strategic planning. This presentation uses a metaphor - the three states of water - to talk about customers, products and companies. They can be frozen, liquid or gaseous, depending on the amount of energy applied to each.

Product specifications have to be frozen for some period of time, while customers are more like liquids. Customer needs and desires are in an ever-changing state of flux. While individuals aggregate to create mass markets, these markets are the result of fractal flows of emerging customer tastes and temperaments.

Solid products are always chasing liquid customers.

Learn how gain decisive competitive advantage by creating liquid flows between the boundaries of customers, products, services and organizations.

Intended audience: Executives, managers, consultants and marketing professionals responsible for business strategy, brand strategy, change management, and managers responsible for manufacturing, planning or service delivery.







"Kevin Clark was one of the best speakers we have ever had.
He is definitely a thought leader in the areas of brand strategy and marketing management. That and the fact that he is a very dynamic and exciting speaker made the evening with him the one that all events since then are measured against. We still get complaints that we did not allow more time for his presentation."

Shimon Shmueli
President
Washington, D.C. Chapter of the
Product Development & Management Association


"Kevin, let me thank you again for your keynote presentation at our annual German Mobile Computing Conference. Even in our 7th year and despite the economic conditions, the Spitzingsee event attracted over 240 attendees and underlined its status as THE leading event for the professional mobility market in Germany. So thank you for another outstanding keynote. (Note: This was the 6th keynote address by Kevin Clark to this conference out of 7 years. Kevin has been invited to deliver the keynote address again this year, 2004.)

Ralf Hinnenberg
DYP Media Consulting
Munich, Germany



Lecturing on market segmentation: "I want to thank you again for all your help with this class. The session is always successful, this year I think it was a home run. I had lunch with one student group on Friday and saw lots more at the Fuqua Friday beerfest, and got many, many spontaneous comments and compliments about how great your were (are). In fact, the pizza group politely told me I should shorten up my half of the session to give more time to you and the case. My students and I really appreciate all that you have done to make their learning experience a deep one."

John Lynch
Professor
Fuqua School of Business, Duke University




Keywords: brand, brand strategy, brand management, business strategy, marketing strategy, future, planning, change, change management.




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