Johan Jervoe spoke at the Razorfish Client Summit about how Intel constantly pushes the envelope with its use of digital technology to not only build its brand but change the way we think about Intel products. For instance, the newly launched Intel Core Experience creates an experience that helps consumers understand why a processor is central to the purchase of a better computing device.

1. Johan Jervøe
Vice President, Sales and Marketing Group
The Power of
Building a New Reality

2. Agenda
• Its all a new world – really?
• What I believe in…
– Role of Brand
– Role of Marketing
– Role of the Organization (Company and
Agency)
• An example
• Discussion

3. It’s a new world – really?

4. Fragmentation & Choice

5. Civic Generation
Event Influenced
Re-Defined Women’s
Role
Cause Greater than Self
Confident & Optimistic
Connectedness
Traditional Gender Roles
Family Oriented
Stability
Optimistic
Difference Makers
A Look at the Consumer Landscape
GI Generation
(84+)
Baby Boomers
(44-63)
Being Overprotective &
Sheltering
First Soccer Moms
Elevated Sense of Style
Shopping = Family Hero
Nostalgic
Will pay more for things
she valued
Village Approach to
Parenting
Status Driven
Squeezing in Quality Time
Figuring Out Balance
Challenges and Rewards
Herself
Gen X
(27-43)
Balance
Overprotective
Not Setting Down
Higher Standard of Family
Values
Value is Important
Feels Responsible for
Child’s Happiness
Results-oriented
Immediate Gratification
Latest and Greatest
More Single Mom in
this Group
Entitled to Flexibility
Gen Y
(<26)
Integration
Optimistic
Difference Makers
Event Influenced
Nostalgic
Cause Greater than Self
Media Multitaskers
Connectedness
Philanthropic
Family Oriented
Civic Generation

7. CONNECTION
SELF
ENTERTAINMENT COMMERCE
KNOWLEDGE
TOWN
SQUARE

8. CONNECTION
SELF EXPRESSION
ENTERTAINMENT COMMERCE
KNOWLEDGE
TOWN
SQUARE

9. TOWN
SQUARE
SELF EXPRESSION
CONNECTION
KNOWLEDGE
ENTERTAINMENT COMMERCE

10. Availability of Processing
Power Everywhere
Broadband & Access
Democratization of
Content
Creation & Influence
New to the Game:
3 Revolutionizing Developments

11. Bigger Impact

12. Fragmentation & Choice

13. What does that mean for Role of Brands
and Marketing?
Brand Behavior
Higher order
Benefit of the consumer
(navigate/help/entertain)
Rooted in the heritage

14. Build Brand and
build Sales through Brand
Role of Marketing

15. Organizational Shift
ADVERTISIN
G
SELLIN
G
CAMPAIGN
SERVIN
G
CONVERSATIO
N
EXPERIENCE

16. Image of Marketing !?!
84
65
23 19
11
0
10
20
30
40
50
60
70
80
90
Military Teachers Lawyers Marketing & PR Government

17. move the organization
raise the performance
drive the competitive advantage

18. The 3 Sisters & The 3 Twins

19. THE 3 SISTERS
1. Strategy
2. Culture
3. Structure

20. THE 3 SISTERS
1. Strategy
2. Culture
3. Structure
THE 3 TWINS
1. Consumer Intimacy
2. Executional
Excellence
3. Meaningful Innovation

21. An example
Benefit of the consumer
(navigate/help/entertain)

23. Concluding thoughts…
• Build Brand and Sales with the benefit of the
consumer (navigate/help/entertain)
• Understand our consumer (and their insights)
• The lines between creation and consumption
continue to blur
• The lines between ownership and usage
continue to blur

24. Concluding thoughts …
• Do less things, better and deeper
• Show leadership, trust in your brand… and your
agencies…
• Think big, start small, grow rapidly…
• …differentiation is as much about doing things
differently as it is about doing different things…

25. Thank You.

26. Q&A