If you like this presentation – show it...

Slide 0

THE FUTURE OF A BRAND Joanna Lord VP of Marketing @joannalord #SIC2014 #makelove

Slide 1


Slide 2

Things have changed.

Slide 3

Things have changed.

Slide 4

What makes a brand today?

Slide 5

Slide 6

“Driven by ever more demanding customers, pushed by emerging market competitors, and inspired by companies like Apple, many businesses are re-discovering the power of creativity and design, increasing investment in innovation, and trying to better understand how brands drive their business.” Millward & Brown

Slide 7

Top brands of today.

Slide 8

Top brands of today: Nike.

Slide 9

Top brands of today: Google.

Slide 10

So how do they do it?

Slide 11

It’s time to rethink the responsibility of a brand.

Slide 12

Present a value exchange beyond the product.

Slide 13

Slide 14

Slide 15

Slide 16

Slide 17

Create intelligent connections.

Slide 18

Slide 19

Slide 20

Slide 21

Slide 22

Slide 23

“Marketers will start contextualizing their data, drawing even richer insights, and using those insights to create not just more relevant, personalized campaigns, but experiences. In short, 2014 will be the year that marketers begin to turn big data into smart data.” - Melissa Parrish, Forrester

Slide 24

Are agile.

Slide 25

Slide 26

Slide 27

Slide 28

“Simplify, grow, everyday.”

Slide 29

Empowers consumers & build a brand with them.

Slide 30

It’s all about “permission marketing.” Which is shorthand for understanding the boundaries for brands in a world where customers are in control. We believe the next step along this curve will be the notion of digital permission: the granting of rights by customers within the digital world.” - Seth Godin

Slide 31

Slide 32

Slide 33

Slide 34

Slide 35

Slide 36

Understands loyalty & reciprocity.

Slide 37

Choice is changing. “The two key drivers of brand value are choice (role of brand) and loyalty (brand strength). Both are significantly affected by the post-digital world. Purchase decisions are becoming more fluid, better informed, and dynamic. There is always someone a “step ahead” of you, and easy access to other user experiences and long-term opinions affects the assumptions of loyalty. Both of these trends provide significant opportunities for marketers, and brand experience hold the key to maximizing the opportunities. Harvard Business Review

Slide 38

Slide 39

Slide 40

Slide 41

Slide 42

“Starbucks was founded around the experience and the environment of their stores. Starbucks was about a space with comfortable chairs, lots of power outlets, tables and desks at which we could work and the option to spend as much time in their stores as we wanted with any pressure to buy. The coffee was incidental.” - Simon Sinek

Slide 43

“the coffee was incidental.”

Slide 44

The biggest brands of tomorrow get this.

Slide 45

And they are set up to succeed.

Slide 46

Is your brand set up to stand out?

Slide 47

It’s not what you promise, it’s what you deliver.

Slide 48

#SIC2014 #makelove THANK YOU! QUESTIONS? Joanna Lord VP of Marketing @joannalord