The Surplus Economy

… and the battle of branding

We have a surplus of …

…. similar companies, employing similar people,

with similar educational backgrounds, working in
similar jobs, coming up with similar ideas,
producing similar things, with similar prices and
similar quality.
Kjell Nordstrom and Jonas Ridderstrale
Funky Business
We also have a surplus of …

… similar brands, with similar brand attributes,

similar marketing messages, making similar
brand claims, with similar quality, selling at similar
prices.
Idris Mootee
60 Minute Brand Strategist

Welcome to the surplus economy

The surplus economy is a battle of brands

In the surplus economy, the

marketing battle is a battle of the
SURPLUS
ECONOMY
brands – a competition for
brand dominance. Companies
INFORMATION
ECONOMY
will recognize that brands are a
company’s most valuable assets and
SERVICE
ECONOMY recognize that is more important
to own markets than factories.
INDUSTRIAL
ECONOMY
The only way to own markets is to
own market-dominant brands.
The brand battlefield expand
VALUE

AGRICULTURAL
ECONOMY
beyond advertising media and be
fought on many grounds.
TIME
 Dear CEO, value
iIf you want to build a company
that sustains growth and
shareholder value, would
you rather be a Chief Emotions
Officer or a Chief Numbers
Officer ? **

What kind of move will be your next move ?

 CALL MANAGEMENT 3 TO
HAVE A FRESH VIEW …

HIRE THE SAME SURPLUS

CONSULTANT / AGENCY …
 Marco Bicocchi Pichi
Languages
Italian
Started his management career in the Information
Technology and Services Industry with
international business roles up to Marketing
Director in EDS Electronic Data Systems, and VP
Etnoteam where he lead the start-up of Internet
Consulting .
Management consultant with Ernst & Young
working on Global Automotive programs, Principal
with Booz Allen Hamilton Automotive and
Information Technology practice recipient of the
Professional Excellence Award , Chief Marketing
Officer with Unicoop, Associate Director with AT
Kearney.
Marketing, Strategy, Organization and Information
Technology; held senior management marketing
positions in Information Systems and Grocery
Retailing. Active business angel
M.Sc. in Economics & Commerce, University of
Turin (ITA); MBA, Nyenrode Business School (NL)
Neil Fryer
Languages
English
Automotive industry career holding senior
Experience positions in Lucas, TRW, Bosal and
Fiat Group Automobiles.
Competence 20+ years experience in delivery of results
in extremely competitive markets, often
in adverse conditions, culminated in
Flexibility involvement in the turn-around of Fiat
With Sergio Marchionne between 2004 and
2008.
Speed
Held international and pan-European
organization responsibilities, strong
Independent capabilities of acting across different cultures
Judgment and in HQs to subsidiaries dynamics.
Excellent people skills, ability to develop the
strong working relationships needed to work
Added successfully in stressful situations.
Value B.A. in English, University of London (UK);
MBA, Warwick Business School (UK)
 We are different …talk with us

Marco Bicocchi Pichi Neil Fryer

E Mail: marco@management3.com E Mail: neil@management3.com