ilive2014 | julian stubbs - is #branding still relevant in a #digital world
DESCRIPTION
With the hashtag world we live in becoming ever more digital and measurable, does branding still play an important role in? How is branding changing with the impact of content and inbound marketing? Books like ‘Absolute value: What Really Influences Customers in the age of Nearly Perfect Information’ draw the conclusion that consumers are becoming ever more rational and need brands less than ever. So should we still invest in brands at all or just push all our budgets into digital media and content marketing and aim to sell, sell, sell? In his presentation Julian Stubbs will look at both sides of the argument and draw his conclusions. He will also look at the changing nature of companies supplying services within this factor. He will also discuss the service industry revolution that digital and fiber optic communications have made possible, as well as give a Tedtalk on the subject and hint at the possibilities. When asked about 5 practical things the audience can learn from his presentation, Julian announced the following questions:How brands are changing in this changed digital world. How power has shifted from sellers to buyers. Why P2P is the new focus. Why brands can be summed up in a single word. How will agencies and digital suppliers look in the future?TRANSCRIPT
Is #Branding Still Relevant in a #Digital World?Julian StubbsOctober 2014
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JULIAN STUBBS
the global cloud based agency
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Is #Branding Still Relevant in a #Digital World?
brands / inbound marketing / living in the cloud
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So what’s the big issue?
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Things have changed
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Digital+Internet
Power has shifted
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The seller
The buyer
BrochuresApplication notes
Customer visitsPricing
THE ANALOG WORLD
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The sellerThe buyer
DIGITAL WORLD 1.0
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The seller
The buyer
DIGITAL WORLD 2.0
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The sellerThe buyer
DIGITAL WORLD 3.0
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The sellerThe buyer
DIGITAL WORLD 3.0
Content Inbound Marketing
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Consumers are becoming more rational – are brands still as relevant?
J U L I A N S T U B B S
© All copyright *UP There, Everywhere 2012
A promise to deliver a value.
The brand exists in the consumers mind
J U L I A N S T U B B S
The brand exists in the consumers mind
A promise to deliver a value.
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One word?
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ONE WORD
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It’s about what people think
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Imperial Tobacco: $7.1 billion USD to expand business
not acquisitions
investment in brands
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Apple buys Beats $3 Billion
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WHERE’S THE VALUE?
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WHERE’S THE VALUE?
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WHERE’S THE VALUE?
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Brands help establish trust
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‘’I don’t know who you are
I don’t know your company
I don’t know your company’s product
I don’t know what your company stands for
I don’t know your company’s customers
I don’t know your company’s record
I don’t know your company’s reputation
Now - what was it you wanted to sell me?’’
THE IMPORTANCE OF BRANDING TO CUSTOMERS
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If you’re not a brand......you’re a commodity
THE 1980s MANTRA
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BRANDS MUST ADD VALUE
How much are brands worth?
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The Value of a Brand?
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TOP TEN GLOBAL BRANDS BY VALUE 2014
118 BUSD 107 BUSD 81 BUSD 72 BUSD 61 BUSD
45 BUSD 45 BUSD 42 BUSD 42 BUSD 34 BUSD
Brand # 1 Brand # 2 Brand # 3 Brand # 4 Brand # 5
Brand # 10Brand # 9Brand # 8Brand # 7Brand # 6
BestGlobalBrands2014
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Brands in 2014
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How people buy things has changed profoundly —
– marketing has not.
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‘Am I looking for absolute value. Not always, and usually no. I am looking for good value for a fair price. This is something I thought the book fell a little short on.’
Amazon review
The Influence MixPrior Preferences, Beliefs, and Experiences (P)
Information From Marketers (M)
Input From Other People (O)
Emotional value propositions: not rational
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We all make emotional, non-rational choices
We buy from people and brands we like
This is one of the most important elements in creating strong brands and value propositions
EMOTION MATTERS: VALUE PROPOSITIONS
Functional EmotionalSelf expressive
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VALUE PROPOSITION:IS IT JUST FUNCTIONALITY?
Prada or plastic?
Absolute Value?
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$3$300
PEN?
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Absolute Value?
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‘Business is about people’Simon Sinek
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‘The technical stuff is easy......the brand stuff isn’t’
Shari Monnes Head of UP Digital & SocialBoston, USA
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Brands in the Consumer worldLess important today?
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Jools12 years oldDigital native
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Steven Gerrard’s boots
Jools12 years oldDigital native
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Markus Persson (Notch)
$2.5 billion
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7 million subscribersSales revenue for Space EngineersYogscast-branded items Simon and Lewis
three million people tuning in each day
Dwarfs and the Diggy Diggy Hole song
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Calvin Harris
Earnings 2013:$66 MUSD
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RECOMMENDATION
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Will brands disappear as we know them?
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“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trade marks, and I would fare better than you.”
— John Stuart, Chairman of Quaker (ca. 1900)
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SUMMATION BRANDS
1. Disruptive technology and disruptive business models are coming to you - soon
2. Digital: online, social, content + inbound: changing the game – out of sight
3. Brands won’t disappear but they have to become more distinct (the vanilla issue) more personal and more P2P
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Inbound marketing
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Cold calling? Cold E-Mail? Google search? Social media?
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QUESTION: How do you find
your clients?
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I don’t.They find me.
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The sellerThe buyer
OUTBOUND MARKETING
Outbound marketing TV, Radio, Posters
ExhibitionsTele salesDirect mail
E-mail blastsPrint material
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The sellerThe buyer
Outbound marketing TV, Radio, Posters
ExhibitionsTele salesDirect mail
E-mail blastsPrint material
OUTBOUND MARKETING
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The sellerThe buyer
A BETTER WAY
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The sellerThe buyer
DIGITAL WORLD 3.0
Inbound marketing The customers you want find you
MeasurableTargetedEffective
Software to automate, co-ordinate and measure
Valuable Content
Valuable Content
Valuable Content
Valuable Content
SubtleQuality
Quantity
Valuable Content
Valuable Content
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Free book chapter
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Free book chapter
Offer on whole book
Free one hour briefingBLOGS xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxx
OUR PLACE BRANDING FUNNEL
30% paid
TOP OF FUNNEL MID FUNNEL END OF FUNNEL
Place Branding checklist
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People to peoplewww.upthereeverywhere.com
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Isn’t it just about producing lots of content?
3 issuesMarketing dogs
Too much too soonMe me me – product centric
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no idea who is visiting
what they are doing
do the marketing materials do the right job?
‘I have no idea what I’m doing – but I am busy’
MARKETING DOGS
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First date: ‘You’ll make a great father!’
TOO MUCH TOO SOON
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‘Let’s get married’
FIRST TIME MEETING
first thing you do is offer a 30 day free trial
buy now!
produce a white paper
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ME ME ME – PRODUCT CENTRIC
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David Brent
‘Wait till you hear about me - I’m fantastic’
ME ME ME – PRODUCT CENTRIC
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‘Listen to me you idiot.
Buy my products’
ME ME ME – PRODUCT CENTRIC
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Value feelings and time
Be interested
Understanding them is key – Persona based marketing
BUILD RELATIONSHIPS: FOCUS ON THEM
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BUILDING ACCURATE BUYER PERSONAS
Building accurate pictures of who you
are talking with is key
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Inbound is like a Relationship
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GOOD MARKETING –BUILDING RELATIONSHIPS
First step – top of the funnel
Low commitment: interest. First meeting – have a coffee
When you leave – you both want to meet again
Common interest content
NEXT STEP – middle of the funnel
Take a walk, have dinner, drinks, get to know them more – as a potential partner
A marathon – not a sprint
Higher value content
Bottom of the funnel
Intimate relationship – closer
Then 30 day free trial
Appropriate offers and content
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Social Media PostsSchedule, plan and curate / create
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SOCIAL MEDIA PUBLISHING TOOLS
Curate 40% vs Create 60%
Sunday AM
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2. Don’t come on ‘too heavy’ early on – stop being awkward, stop stalking them
3. Be interested in them to be interesting to them – persona centric marketing
4. Treat it like a relationship – keep it feeling balanced and long term
1. Don’t just do stuff and hope it will work. Do the right things at the right stage
SUMMATION INBOUND
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The future of agencies and employment in a digital world?
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TWO THINGS
Don’t need a ‘Boss’Don’t want to sit in traffic
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Julian and EricJanuary 2011
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EmployeesOffices
AGENCY ECONOMICS AND COSTS
90%
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AGENCY ECONOMICS 2
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Employment FreelanceMoneyColleaguesEducation
SlaveryBossOffice
Fear LonelinessStagnation
The Third Way
E-Ployment
Freedom!I’m the bossFlexibility MoneyColleaguesEducation
FreedomI’m the boss!Flexibility
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the global cloud based agency
Julian and EricJanuary 2011
One brandCloud based tools and systemsGlobalNo employeesNo offices
Just people
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the global cloud based agency
Julian and EricJanuary 2011
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Julian and EricOctober 2014
160 People
the global cloud based agency
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HelloHej
salut¡Hola
ciaoHei
嗨привітMoi
WHAT’S UP?
Stockholm (2013)New York (2013)
Amsterdam (2015)
FOUR OF OUR MAIN FOCUS AREAS
Life Science &Health
Information Technology
Sustainability & Non Profit
Place Branding & Marketing
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DEVELOPED OUR OWN BROWSER BASED FINANCE AND ADMIN SYSTEM
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IS IT EASY?
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‘There is no elevator to success.
You have to take the stairs’
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*UPwww.upthereeverywhere.com
Thank You
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Julian Stubbs
@seymourstubbs
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