building brands in a mobile world - added value
TRANSCRIPT
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
Building BrandsIn a mobileWorld
ADDED VALUE SOUTH AFRICALYNNE GORDON, MANAGING DIRECTOR@lynne_gordon
I’m not here to talk about
strategyMOBILE
Why not?
2
Because mobileIs not aChannel
33
And it is not aSeparateAudience
4
Mobile is a new wayof seeing life
5
It has changed how wethink, how we interactwith the world,What we expect fromthe brands we consume.
To win in a world that’s mobilewe need a new way ofBrand building
It’s what we call
MOBI-READYBRANDING
MOBI-READY
Balance the value exchange
Remember we are still human beings
Have real-time relevance
Innovate through brand partnerships
Bring two worlds into one
Know what you really stand for
Have an active essence
Build a brand solar system
Be prepared to relinquish control
Realise design matters
MOBI-READY
Balance the value exchange
Remember we are still human beings
Have real-time relevance
Innovate through brand partnerships
Bring two worlds into one
Know what you really stand for
Have an active essence
Build a brand solar system
Be prepared to relinquish control
Realise design matters
MOBI-READY
The value exchange has fundamentally changedIn a connected world,
What you get What you get
What you pay for What you pay for+the data, friends, time you give
Balance the value exchange
Old Value New Value
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So brands need to be honest with
themselves
Balance the value exchange
What is your new value exchange proposition?Balance the value exchange
Highly desirable, hard to replace with a loyal and vocal customer basei.e. The consumer cares and will happily give their time & data
Products with tangible but replaceablebene�ts, categories with low loyaltyi.e. The consumer is looking for bene�ts OVER ANDABOVE YOUR PRODUCT BENEFIT to justify the valueexchange
Highly desirable, hard to replace with a loyal and vocal customer basei.e. The consumer cares and will happily give their time & data
Harness the interest
Create additionalvalue
i.e. The consumer is looking for bene�ts OVER ANDABOVE YOUR PRODUCT BENEFIT to justify the valueexchange
Products with tangible but replaceablebene�ts, categories with low loyalty
Balance the value exchange
What is your new value exchange proposition?
Balance the value exchange
Via Entertainment Via Entertainment
Via Utility Via Community & advice
Create additional value
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Do you understand the true interest
consumers have in your category and brand? Does your brand give consumers
as much as it takes? Are you balancing your value equation?
Balance the value exchange
MOBI-READY
Balance the value exchange
Remember we are still human beings
Have real-time relevance
Innovate through brand partnerships
Bring two worlds into one
Know what you really stand for
Have an active essence
Build a brand solar system
Be prepared to relinquish control
Realise design matters
We started in the age of informationHave an active essence
But over time winning brands have stopped saying and started doingHave an active
essence
Saying Doing
The age of Interruption
The age of Participation
The age of Active Purpose
Brands that are succeeding in this new world have an active purpose at their core and demonstrate it through everything they doHave an active
essence
Inspires personal progress
Gives guys the edge in the mating game
Unleashing the athlete in every body
They recognise that when a consumer buys their product it’s not the end of the relationship…
…It’s just the beginning
Have an active essence
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Rede ning the consumer journey as circular, not linear
Aware
ness Consideration
Purcha
se
Retention
Advocacy
Have an active essence
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Is your brand ‘saying’ or ‘doing’? Has the brands’
role been de ned? Do you plan touchpoints in a
linear way?
Have an active essence
Balance the value exchange
Have real-time relevance
Innovate through brand partnerships
Bring two worlds into one
Know what you really stand for
Realise design matters
Remember we are still human beings
Have an active essence
Build a brand solar system
Be prepared to relinquish control
Pop-up store experiences Tesco builds virtual shops for Korean commuters.
Tesco builds virtual shops for Korean commuters.
The divide between the real and virtual worlds is diminishingBring two
worlds into one
Converse design-your-own solutionsInteractive storefronts
No longer should we think about the digital world as a replacement for the real worldBring two
worlds into one
Its an enhancement for the real world
Try before you buy
Drone delivery
Online identity
Personalisation
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Do you think about digital as a way to enhance traditional
touch points such as the
in-store experience?
Bring two worlds into one
Balance the value exchange
Have real-time relevance
Innovate through brand partnerships
Know what you really stand for
Realise design matters
Bring two worlds into one
Remember we are still human beings
Have an active essence
Build a brand solar system
Be prepared to relinquish control
Mobile mindsetHave real-time relevance
Mobile is immediate and vocalHave real-time relevance
They expect to interact with a brand anytime, anywhere
They expect their voice to be heard and acted on.
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Wherever people are talking about
our brand, mission is there to listen
Gatorade
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Does your organisation see mobile communication as a given or an after-thought? Is there an opportunity for your brand
to have more real-time conversations? To think with a mobile mindset?
Have real-time relevance
Balance the value exchange
Remember we are still human beings
Have real-time relevance
Innovate through brand partnerships
Know what you really stand for
Realise design matters
Bring two worlds into one
Have an active essence
Build a brand solar system
Be prepared to relinquish control
73
The digital world has shaped new behaviours, but our needs have not changed.Remember we are
still human beings
Some of us are more social
Some of us are less social
Remember we are still human beings
Most of us don’t use our memory anymoreRemember we are still human beings
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25
20
15
10
5
0
Rational Combined Emotional
Technology will only ever get you so far… Remember we are still human beings
Source: Les Binet, IPA databank analysis
Very large pro tsInsight & genuineconnections are asimportant as theyever were
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Is your organisation mindful that most consumer decision
making is still (and will continue to be) emotionally
Remember we are still human beings
70
Mobiles will be extinct by 2023… But the mindset will remain
MOBI-READY
Balance the value exchange
Remember we are still human beings
Have real-time relevance
Innovate through brand partnerships
Bring two worlds into one
Know what you really stand for
Have an active essence
Build a brand solar system
Be prepared to relinquish control
Realise design matters
ADDED VALUE SOUTH AFRICALYNNE GORDON, MANAGING DIRECTOR@lynne_gordon
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by