Business Design Marketing, a method of co-creation

Much has been theorized about the 4 Ps of marketing, and it has long been clear that the human element, People, was by far the most important “P”. But the real challenge that we as expert marketers are required to answer was this: how do you put this concept into practice to make it a reality and produce tangible results?

That Business Design Marketinga method developed by us after research and experiments in the field, we would like to say that it is a method innovation that is able to realize the obvious trend that sees the customer not only as such, but in his sense of person, which shares and recognizes the values ​​of a brand generated by people similar to him in value.

BDM is the method that provides the opportunity in an effective and concrete way put people at the center of developing marketing strategies and marketing models, in all areas, including digital.

Based on the concept that the Internet is a relational environment based on digital technologies, the balance between marketing, digital and people is restored immediately. The primary function of marketing, that is, the exchange of value and the satisfaction of people’s needs, finds in the digital world, as it has just been described, a perfect symbiosis. The network allows you to connect people, interact and receive feedback in a broad, amplified and above all tracked way. A resource to be able to steer and steer to gain competitive advantage and establish real relationships.

The people behind the entire strategic branding process

That Business Design Marketing is the first method that uses tools of Business Design and Design Thinking for strategic marketing and focuses not only on people as end users but also the people in the company who every day contribute to creating a brand and make it live on the market. The co-creative process, in which they are called to collaborate through BDM meetings, involves them in participating in the creation of brand value, its purpose and the actions to achieve it, leading to them becoming effective contact points for the customers themselves. , activates a value mechanism. recognition between customers and brands.

September 21, 2022 – 12:00 p.m.

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BDM is an iterative method that is evolving in four stages: definition of goals, project design and validation, value extraction and customer activation. BDM places special emphasis on the habit of asking the right questions in the right order, in order to learn a new way of thinking and acting through practice and the correct logical order.

It’s an approach that aims to respond to an insistent need today that the marketing sector is trying to respond to, prompting it to ask itself new questions about how to interact with an active, informed, reactive customer audience. who interacts directly with the brand through the points of physical and digital contact without resolving continuity and claims to be able to choose one product over another based on the selection of common values.

From a study of Accenture it turns out that 41% of workers in recent years have gone into burnout, and this is especially noticeable in marketing organizations. In this situation is 17% of marketers understood how it can be challenging through generative and motivational methods to embrace (truly) value-based marketing.

They are convinced that customers have changed profoundly and that the world will not return to the way it was before 2020, so they embrace new generative methods, use data to support decisions, increase marketing automation activities to free time from routine . operations and devote themselves to defining the purpose and choosing causes that embody it in an authentic way.

66% are persistent: They have some autonomy to meet customer needs, but limited awareness of customer change. They have the will, but not always the way. The remaining 17% are sold out: they are not in line with the pace of customer change and assume it is temporary. It’s getting harder to wait for things to return to normal. It is therefore correct to say that yes: marketing has changed! It is necessary to take the people inside the company as a starting point in order to create value for the customers.

Business Design Marketing how the method was born

It all started five years ago from intuition, research and the creation of tools and methods suitable for co-creation with teams used for strategic marketing, but also for a lot of practice in the field, which we have had the opportunity for in our daily work with customers.

Hence the need to give substance to the project by validating it in a dedicated didactic tool, the “Business Design Marketing Manual” (published by LSWR April 2022), who was able to become a step-by-step guide to understanding the new marketing culture, usefulness and value of each step.

The Theoretical-Practical Manual contains over 20 tools, sometimes adapted for marketing, sometimes original, completely open source, which can also be downloaded online at the website and on the collaboration platform This allows the flow of the process, through a continuous and collaborative validation of the iterative process both digitally and personally, with the possibility to redesign the common strategy, thanks to the mechanics of the method and the proposed tools, with the possibility to return to the steps already performed until validation and achievement of the result. The process synergistically integrates the internal work of the multifunctional teams with the marketing strategy through logical and precise steps.

The benefits of business teams

Through the development of the method, the company’s team becomes the protagonist able to generate truly feasible strategies because they are created internally and not dictated by external experts. This new approach allows the development of unique brand positioning based on the know – how, knowledge and values ​​of the people in the organization and can therefore not be copied by other realities. Each design is actually unique and naturally personal.

Participating in the process enhances the business team’s commitment and does it first ambassador internally and externally, increases the level of commitment in the creation of a common strategy, all of which the creator is able to focus on the goal to be achieved. The method shortens the design time strategies and also brings those who are not involved in marketing but who work in contact with customers, closer to a better understanding and awareness of the brand’s identity and its dynamics. The reasoning that the method proposes helps to change the order and tools for meeting questions of meaning, and bringing new answers to old questions, precisely because we stop trying to solve problems by reasoning in the form of products and in the place becomes a group of people aiming for. by co-creating value for the company.

Digital and brand marketing

After a period of “digital bulimia”, it is correct that we return to a healthy balance between marketing strategy and digital marketing strategy, as these are concepts that integrate but are placed on different levels: the digital marketing strategy is the “daughter” of the strategy of brand marketing and spread its purpose in a targeted and multichannel way on the web. Both have People at the center, though Business Design Marketing focuses not only on the end user but also on the people of the company.

Confirmation of this is the tangible proof that users return when they enter into a relationship with an online brand: feedback, the comments, the interaction and the purchase are actually concrete proofs of the correctness or not of coherence between marketing strategy and digital marketing strategy.

The digital strategy must be the integration and dissemination of the business strategy in the network, not an element in itself. Every step of the digital strategy must be consistent and lead the company to target business results. The results of the digital strategy must be consistent and relevant within the company’s marketing strategies. The so-called “vanity metrics”, measured in the number of likes or views of a content, risk misleading the careless company from properly reading the results of the activities developed online.

It takes wisdom and deep knowledge of human interactions in the network to be able to effectively “convert” and generate recognition within the brand, to be the tangible proof of the brand’s “high values” to grasp and represent its personality. The “high values” that the digital strategy also derives from stem from “why the company”, from its vision, from the reason why it does what it does, whose deep or renewed significance is identified thanks to the BDM method.

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