is a brand what we tell consumers it is?

IS A BRAND WHAT WE TELL CONSUMERS IT IS?

“A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS. IT IS WHAT

CONSUMERS TELL EACH OTHER IT IS.” - SCOTT COOK, FOUNDER OF INTUIT

THIS IS A POPULAR PHRASE TODAY

BUT WHAT WILL BE THE PHRASE OF TOMORROW?

BUT FIRST, WHY DOES THIS STATEMENT HOLD TRUE TODAY?

LEADERS DICTATE WHAT THE FOLLOWERS FOLLOW

PEER TO PEER INFLUENCE IS AT AN ALL TIME HIGH

CONSUMERS NO LONGER LISTEN TO ONE WAY COMMUNICATIONS

“A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS. IT IS WHAT CONSUMERS TELL

US IT IS.” – PLANNER OF THE FUTURE

WHAT THE HECK DOES THIS MEAN?

BRANDS ARE SHIFTING FOR THREE MAIN REASONS

CULTURAL TRENDS

ABUNDANCE OF CHOICE

BRAND IRRELEVANCE

THREE EXAMPLES

CONSUMERS HAVE THE POWER TO TELL BRANDS HOW THEY SHOULD COMMUNICATE

WITH THE WORLD

IF CONSUMERS WANT TO INCREASE HEALTHY EATING HABITS, BRANDS MUST SHIFT TO

ADHERE TO (NEW) DEMANDS

IF A BRAND IS MISREPRESENTED, IT MUST PROVE TO CONSUMERS WHY THEY MATTER AGAIN

“A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS. IT IS WHAT CONSUMERS TELL

US IT IS.” – YOUR NAME HERE IF YOU AGREE

THANKS!

NICK SMATT

NICK-SMATT.COM

NICHOLASSMATT@GMAIL.COM

@NICK_SMATT