does your brand have what it takes to deliver? by joanna lord
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: The Future Of A Brand. PRESENTATION: Does Your Brand Have What It Takes to Deliver? - Given by Joanna Lord, @joannalord, VP of Marketing - Porch. #SMX #13ATRANSCRIPT
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Does Your Brand Have What It Takes To Deliver?
Joanna Lord VP of Marke>ng @joannalord
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WHAT MAKES A BRAND?
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Things have changed.
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Things have changed.
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What makes a brand today?
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“Driven by ever more demanding customers, pushed by emerging market compe>tors, and inspired by
companies like Apple, many businesses are re-‐discovering the power of crea>vity and design, increasing investment in
innova>on, and trying to be-er understand how brands drive their
business.”
Millward & Brown
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Top brands of today.
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Top brands of today: Nike.
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Top brands of today: Google.
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So how do they do it?
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It’s >me to rethink the responsibility of a brand.
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Present a value exchange beyond the product.
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Create intelligent connec>ons.
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Are agile.
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“Simplify, grow, everyday.”
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Empowers consumers & build a brand with them.
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It’s all about “permission marke>ng.” 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 no>on of digital permission: the gran3ng of rights by customers within the digital world.” -‐ Seth Godin
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Understands loyalty & reciprocity.
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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, be_er
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 assump>ons of loyalty. Both of these trends provide
significant opportuni3es for marketers, and brand experience hold the key to maximizing the opportuni3es.
Harvard Business Review
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The biggest brands of tomorrow get this.
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And they are set up to succeed.
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Is your brand set up to stand out?
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It’s not what you promise, it’s what you deliver.
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THANK YOU! QUESTIONS?
Joanna Lord VP of Marke>ng @joannalord