Creat_ve _ndustry Summ_t #2
As promised in my day #1 blog post, here is my experience during the second day of this two-days Creative Industry Summit event. I still focused on the Advertising, Media and Marketing track with a sneak peak in the Food track to hear from Amina Rashad around her Glow Healthy Smoothies journey.
The day went smoothly, with the help of our host from the World Youth Forum coverage Passant El Husseiny. And the beautiful inside out, the founding partner of the Creative Industry Summit, Mai Salama.
A special thank you goes to Uber for their collaboration with The Doodle Factory for their CSR project. Uber is taking part in renovating & refurbishing a primary school on the island of Heissa in Aswan along with Mashrou El Saada.
Is China a copycat nation?
It all started with Zak Dychtwald's keynote speech around whether China is a copycat nation or not?! He is the author of Young China, and the founder & CEO of Young China Group USA & China.
China is not a copycat nation, as it has a rapid change nature.
There is a Chinese saying that reflects the rapid change they are currently in "Crossing the River by feeling the stones.".
From 1990 and 2017 the per capita GDP for Chinese people enhanced by 27x, per capita GDP indicates the standard of living for the country.
China nowadays is open to the outside cultures than ever before through Chinese students studying abroad & the internet usage.
What makes China unique, is the fact that it is a "mobile payment" economy which leads to innovation.
One of the case studies was around a beggar that innovated in his job after Chinese citizens stopped holding physical currency with them. So, he has created a QR Code for people to scan & donate money to him.
Another case study was the "We Chat" mobile application, which includes nearly everything. On this app you can basically chat or call your friends, arrange an outing. You can check recommendation & book your place on the same app. Then, you can start sharing pictures or videos without leaving the same application.
Generally, people use "Modernization" and "Westernization" interchangeably. However, in real life there is a huge difference.
Chinese people has changed their mindset over the years through a set of practices, such as: having young people in the business, being open to interact with people from different backgrounds, traveling abroad & inviting people to travel to China, and finally changing their consumption pattern from "looking to the future" to "living in the moment" which changed a lot of things.
How to innovate bigger, bolder, better?
Then came Rana Mandour from Nestle, to discuss how to innovate bigger, bolder, and better through their latest innovations "Fitness Toasties" which is manufactured from oats to be a healthy snack counting for 133 calories of your daily intake. To innovate, you need to check the below!
Innovation has 5 Bs, which are: believing in your reason, befriending your target, breaking the norm, building the total experience, and better as you go.
Believing in your reason through starting with the "why" in mind. Then expanding to the "how" and "what" with your reasons on top of your mind.
To test your innovation there is a nice 2-axis graph consisting of "novelty" & "value". This quadrant has "new but not valuable" or "not new and not valuable" or "new and valuable" or "not new and valuable". Your innovation should be in the "new and valuable" quadrant.
Befriend your target through studying and resonating with them. You need to ask your target audience the right questions to get the right answers that will help you innovate for a better live for them.
Build experiences through the packaging, messaging, and everything around your product.
Better as you go through learning with your customers through your journey together.
How to act to bad publicity?
Mai Abaza from Publicist Inc rocked the stage through her presentation around handling your brand crisis. As every brand has its failures, you have to be prepared to act mindfully. And to know that the number #1 failure is "customer service" failures.
The higher your brand equity is the harder you fail & the higher the exposure is the worser you fail.
Samsung batteries were exploding & there was a crisis that Samsung acted upon correctly. And this led to maintaining their market-share through the crisis & to date people are buying Samsung mobile phones.
Another case study is "Tylenol" which is a medicine years ago caused deaths & with good crisis management people are still using it to date as a medicine.
"Crisis management" is either a short-term solution or a mid-term solution, however "Reputation management" is the long-term solution.
When a crisis happens, you should work on a concrete plan backed up with facts before responding to the public. And the rule of thumb is to communicate the truth.
Assess the situation through knowing your stakeholders, knowing the damage caused, and knowing the platforms that published the crisis. Then create scenarios with possible outcomes.
The first 48 hours in the crisis are the toughest hours.
How Content is evolutionized?
Then came Herve Bizra & Ricky Baba from Verizon Media's RIIOT in the USA. Working on Hollywood animated movies & they are on stage to speak about the content evolution.
Discussing the milestones in the "content evolution"; in 1440 printing press was launched. In 1731 magazines started to spread. In 1925 television started to spread. Before 1990 is the pre-internet era. In 1991 internet started to flourish for customers. In 1995 computers started to generate imagery. In 2009 4G LTE started launched. Now, we have more technologies such as: motion capture, livestream, user generated content, or augmented reality.
In Hollywood, the movies take 3-4 years to be finalized due to the long process they go into from creating a story board to creating the characters & digitizing them. Then they works on the crowds, effects, movement, extensions, and lighting. Then refining everything to be ready for showtime!