the future of branding - joseph thompson, builddirect
TRANSCRIPT
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THE FUTURE OF BRANDING
CAN BE FOUND IN THE PAST
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WHAT WAS SUCCESSFUL IN:
2008
1988
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have exploded while
… at the core, branding is the same.
data points
distribution options speed of change
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...what’s the right starting point?
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1 HOW IS YOUR BRAND HELPING OTHER PEOPLE ACHIEVE THEIR GOALS?
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2 IS YOUR COMMUNICATION HEART + MIND OPENING?
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3 WHAT MEDIUM IS RIGHT FOR YOUR MESSAGE?
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BUT TOO OFTEN, TIME SPENT IS REVERSE
Customer Insight – how can
our brand help?
Heart+Mind Opening Message
Right Medium
1 2
3
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BEST SOME OF THE ARE ALSO SOME OF THE YOUNGEST
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SO WHAT DOES THE PROCESS ACTUALLY LOOK + FEEL LIKE?
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GILLETTE CHINA
… transforming inconvenient to sexy
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THANK YOU