Release the Power of ENTANGLED MARKETING™: Moving Beyond Engagement

By Sebastian Jespersen, Stan Rapp and Diana Blumensen

Entangled Marketing is the new business model for building a supportive, enduring and mutually-rewarding customer relationship. Sebastian Jespersen and Stan Rapp have created this thought-provoking business and marketing model through their vision of entangling the brand and the consumer in an unbreakable, ongoing relationship. They find fault w

• Language: English
• Publisher: The Internationalist
• Release date: Mar 11, 2016
• ISBN: 9781942324041

Sebastian Jespersen

CEO and founder of Vertic Sebastian Jespersen is an innovator, a business strategist, and a breakthrough digital thinker. He founded independent digital agency Vertic over a decade ago; today it has a footprint on three continents and serves some of the world's best-known global marketers and brands. Both a digital guru and evangelist, he has successfully taken a start-up from the birth of the online marketing era through to the advertising world's new Internet battleground. All while shepherding Vertic to extraordinary year-on-year growth and profitability. Clients include Microsoft, SAP, Vestas, GE, Novo Nordisk, GSK and PayPal. Sebastian's pre-Vertic years as a management consultant in Europe and Asia underscore a multinational, analytical problem-solving point of view. This contrast with common creative or technical leadership found at most ad agencies today. His interpretation of social business, data, targeting and the bridging of marketing to sales - as well as his revolutionary application of this understanding to new platforms like LinkedIn - makes him a leader in today's fast paced, complex marketing world.

Book preview

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Release the Power of

ENTANGLED MARKETING

Moving Beyond Engagement

Sebastian Jespersen

Stan Rapp

Illustrated by Diana Blumensen

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© 2016 Sebastian Jespersen and Stanley Rapp

THE INTERNATIONALIST PRESS

New York • London

all rights reserved

ISBN 978-1-942324-04-1

no numer

NOTE:

How to read the book and continue to stay updated.

Our intent in the following pages is to provide an understanding of the Internet era’s new business model at a time of unprecedented competition and unceasing change.

While we wrote the book, we were well aware of the irony in presenting what we see as the next digital frontier – Entangled Marketing – in a text-based format that is over thousands of years old. It is why we decided to combine the traditional book layout with an online extension that makes the content timeless.

The breakthroughs discussed here are limited to what happened prior to publication date. Over the coming months and years these events inevitably become less relevant as advances in technology and fresh thinking augment the principles introduced.

With that in mind, on the closing pages of this book, there are QR codes and links to the online www.entangledmarketing.com platform where the references to the book’s major themes continually will be updated. This digital dimension breathes life into putting the book’s concepts to good use over a much longer period than previously feasible. We will entangle you with webinars, blog post, perspectives from leading marketing co-authors, CMO interviews and much more.

Up-to-the-minute entries accessed with the online reference serve as an ongoing resource for putting Entangled Marketing to use.

What you learn along the way should not be perceived as a ‘how-to’ guide, but rather a ‘food-for-thought’ framework you can employ to outpace the competition.

We envision the dual nature of the undertaking, the hands-on reading and the involvement online, timeless support for anyone who wants to stay ahead of the curve.

These are truly extraordinary times. Whatever we touch, whether at work or at play, is undergoing change at the moment that interaction is changing how we work or play. In such a situation, what we can do together far outweighs what any of us can accomplish on our own.

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Table of Contents

NOTE:

How to read the book and continue to stay updated.

INTRODUCTION

Two Innovators Advocate a Move Beyond Engagement

Part 1: New Business Model for the Internet Era

Chapter 1. Marketing Takes a Quantum Leap

Making History Together

The Frightful Five

Think Big Never Had It So Good

Entangling Kids and Cows

Be Prepared for What’s Next

Chapter 2. From Arm’s Length to Zero Degrees

LEGO: The Closeness Champion

600-to-1 ROI with B-to-B Entanglement

The 50 Year Fundamental Trend

From Tangle to Entanglement

Doing the Seemingly Impossible

Chapter 3. The Battle for Share of Life

Entangling Every Waking Moment

Internet Titans Square Off

Small Biz. Big Passion.

Competing for Share of a Man’s Life

Share of Life the Nike Way

Share of Life the Under Armour Way

Entanglement Quick-Quiz

Quick-Quiz Statements

Chapter 4. The Surge in Direct Marketing

Subscribe and Save with Amazon

The Automatic Customer

Subscription Box Craze

Entangling Lovers of Beauty Products

Book-of-the-Month Reinvented

iDirect Entanglement

Part 2. The Empowered Twosome

Chapter 5. Relationship Outranks the Brand

Obvious Adams and the Hotel Industry

The Benjamin Hotel to the Rescue

Personal + Relevant + VALUE ADDED

SE + ST + Moore’s Law = SEST’s Law

The Yes or No CMO

Chapter 6. Pathways to Entanglement

Problem-Solving Method

Reinvention Method

Mobile Gaming Method

Emotional Method

Paid-in-Advance Method

Putting It All Together

Chapter 7. Science Fiction No Longer Fiction

The Next Big Thing Is a Thing

Guess Who Leads the IoT Parade

Be an IoT Disrupter

5 Smart Things Smart Things Do

Smart Luggage

Smart Office

Smart Pills

Chapter 8. Ready or Not, Virtual Reality Is Here

What is it? What does it do?

Virtual Reality VS Augmented Reality

Entangling Brand and Consumer Virtually

Teleporting from Brooklyn to Vegas

Virtual Vacationing Anywhere You Want to Go

Get in Shape Using Virtual Reality

Microsoft’s Wondrous AR Change Agent

Part 3. Make Your Brand Indispensable

Chapter 9. The Duality Metaphor

One Brand. Multiple Persona.

The Many Faces of Facebook

Lightweights Mimic the Heavyweights

Birchbox Takes On a Double Life

How Are Threadless and League of Legends Alike?

Duality Paradox Transforms an Industry

Chapter 10. Birth of the iBrand

The Brand Called You

Connecting with Her iBrand

Reinventing My Coke Rewards

Spooky Stuff on Facebook

Chapter 11. High Cost of Nonvertising

What’s Going On Here?

Apply the Open-Ask-Look Test

Costly Automotive Disconnect

Billions Lost with Digital Nonvertising

Chapter 12. Looking Back and Looking Ahead

Einstein Was Wrong. Niels Bohr Was Right.

Einstein Got It Wrong. You Can Get It Right.

Quantum Computing! Are You Kidding?

Tomorrow Arrived Yesterday

Soaring Drone Fever

Do-It-Yourself Remotely

Ready for a Fabric Computer?

Brainy Robot

Alphabet Beats Humans at Go

Spaceship Travel for the Wealthy

Your Turn to Lead the Parade

The Authors

SEBASTIAN JESPERSEN

STAN RAPP

INTRO

INTRODUCTION

Two Innovators Advocate a Move Beyond Engagement

It’s not often in today’s fast-paced marketing scene that somebody describes a concept you immediately know is exactly right – one that resonates with both your instincts and your intellect.

Sebastian Jespersen and Stan Rapp have done this with their vision of entangling the brand and the consumer in an unbreakable relationship. They find fault with today’s lock-step focus on engagement when advanced digital technology makes so much more possible.

The authors’ breakthrough thinking reflects a vibrant combination of individual strengths – Jespersen’s remarkable digital achievements for some of America’s most famous brands plus Rapp’s continuum of uprooting the status quo.

Don’t be put off by the seeming complexity of a term like entanglement; the concept is deceptively simple. Both men believe that entangling brand and consumer in becoming an inseparable twosome is tantamount to finding marketing’s Holy Grail.

At the core of their approach is the creation of a new level of closeness in which each party never wants to let go of the other. Metaphorically, as the authors point out, it resembles the insoluble connection between a pair of entangled particles in the strange world of quantum mechanics. The ability to build this degree of involvement in the business world changes one’s thinking about how marketing is supposed to work.

When I met Sebastian Jespersen a half dozen years ago – after he co-founded digital agency Vertic – it was clear to me that he was not a typical agency CEO. He saw solutions differently. His early career in management consulting at Ernst & Young in Denmark, followed by CRM consulting at CSC, which included a stint in the Philippines, enabled him to bring a fresh approach to the lexicon of digital advertising on three continents.

The Internationalist named Jespersen an Agency Innovator in 2012, and his comments even then exhibited the seeds of thinking inventively. When asked how he would characterize an essential term like innovation, he replied, "a solution is not truly successful unless it grows a brand while generating noticeable change in the core business." He added: I believe that anything is possible, but this first requires looking at the situation from a new perspective.

Today, Vertic has offices in North America, Europe and Asia, and is well on its way to becoming one of the industry’s most influential digital ad agencies. Jespersen has successfully taken his start-up from the birth of the Internet era to being at the forefront of today’s turbulent marketing scene – while also acting as both a digital guru and an evangelist.

When GE wanted an agency to introduce its amazing Industrial IoT (Internet of Things) software, the choice was Vertic. When SAP looked for an agency to partner in overhauling the digital media buying industry, the choice was Vertic. When Philips chose the right agency for its newly created women’s beauty products, the choice was Vertic.

Jespersen works closely with the agency’s blue chip clients in devising unprecedented digital solutions. It was Jespersen who introduced me to Stan Rapp.

During my Ad Age years, Rapp’s name was always mentioned as part of an exalted roster of advertising greats. I’ve come to respect the dedication of an industry leader, who in his later years chooses not merely to stay current, but to remain actively present at a time when fast-paced change upsets every aspect of our lives.

Of course, Rapp is best known as a legendary figure in the growth of direct marketing. Advertising Age named him one of the 101 people who shaped advertising in the 20th century. He was elected to the Direct Marketing Hall of Fame and was the first American admitted to the British Worshipful Company of Marketors as a Freeman of the City of London.

Rapp has served as Chairman/CEO of global advertising agencies currently with combined annual revenues surpassing a billion dollars. In chatting with Rapp, I realized that he is most proud of the books co-authored with Tom Collins.

When MaxiMarketing was published, David Ogilvy said, Everyone in advertising must read this book. The global best seller was followed by five other titles tracking the turnaround from mass marketing to the individualized transformation first predicted in the pages of MaxiMarketing.

To many, Jespersen and Rapp may seem an unlikely duo given the generational span of years separating them. In actuality the opposite has proven to be true. Their teaming up has shown that breakthrough thinking can resonate beyond age, background or national origin.

When spending time with the two of them, you quickly become aware of a common belief in the importance of what you do with customers rather than what often is done to customers in the pursuit of one more sale. They believe it is time to take the to out of one-to-one marketing.

Jespersen and Rapp argue for reshaping business fundamentals to reflect what is described as a "one-plus-one" future.

The pair was introduced nearly three years ago through a mutual friend. They almost immediately arrived at a shared view of what drives success in the Internet era. Their Entangled Marketing concept became the centerpiece of a new approach any company of any size can follow.

The greater the degree of entanglement, the lesser the need for costly replacements and the greater the long-term growth and profitability of the company.

As you get into