The New Brand Normal

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Every year, FORTUNE and BusinessWeek publish influential research on high performing companies. All of these companies have demonstrated superior business performance and have established powerful brands in the market.Theyre strong, relevant brands. These are brands that resonate deeply with consumers, drive insight to impact and are admired for quality products, services and leaders. Marketing excellence is the norm at these companies. Marketing is a respected function, with leaders that drive the marketing agenda. Their teams maintain strong business acumen, and they have a deep understanding of market forces and strategic knowledge. Most importantly, their leadership teams get it. True cross-functional collaboration and integration exists throughout the corporation, and the management teams are de-siloed. These leaders are customer experience zealots: They demand consistency of experience across all touchpoints, they understand moments of truth, and they ensure that their employees understand their roles in bringing their brand promise to life. Read through for 5 Principles for Creating a Strong Brand.

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<p>THE CURRENT STATE OF BRANDS: SCOTT DAVIS SENIOR PARTNER/CHIEF GROWTH OFFICER PROPHET</p> <p>THE NEW BRAND NORMAL: IT'S NOT SO NEW AND IT'S ANYTHING BUT NORMAL SCOTT DAVIS CHIEF GROWTH OFFICER</p> <p>Proprietary and confidential. Do not distribute.Proprietary and confidential Do not distributeProprietary and confidential. Do not distribute.Deck Title#0Every year, FORTUNE and BusinessWeek publish influential research on high performing companies:FORTUNEsMost Admired CompaniesBusinessWeeksThe Best Global Brands</p> <p>Hot off the presses; rankings of corporate brands</p> <p>Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#1</p> <p>Many companies have made both lists</p> <p>Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#2All of these companies have demonstrated superior business performance and have established powerful brands in the marketLEADERSHIP TEAMS THAT GET ITThink about brand building and the bottom-line brand and demandTrue cross-functional collaboration and integrationDe-siloed management teams</p> <p>STRONG, RELEVANT BRANDSAble to develop strong brands that resonate with consumersAdmired as driving insight to impactAdmired for quality products and services and leadersMarketing is a respected function, with leaders that drive the marketing agendaMaintain strong business acumenHave a deep understanding of market forces and strategic knowledgeMARKETING EXCELLENCE IS THE NORMCUSTOMER EXPERIENCE ZEALOTSConsistency of experience across all touchpointsEmployees understand their roles in bringing their brand promise to lifeUnderstand moments of truth</p> <p>so what do these companies have in common?Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#In 2013, Fast Company did its annual ranking of the Worlds Most Innovative Companies</p> <p>Another way to measure</p> <p>Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#</p> <p>Only a handful of companies made these three listsProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#but what do these companies have in common?Leaders who continue to reinvent the business and the brandConstantly think what is next new offerings, experiences, business modelsFail fast mentality constant test &amp; learn modeDesign thinking as a pervasive part of the company cultureExecutive-level commitment to diversity in thinking internally and externallyCulture that emphasizes the customers relationship with the brand Measurement and reward systems that align with building strong brandsThese companies have shifted and understand the power of their brands, both internally and externally, and haveProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#6To start 2014, FORTUNE did its annual ranking of the 100 Best Companies to Work For</p> <p>A fourth way to measure</p> <p>Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#7</p> <p>We are left with only a few leading brands Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#8To end 2013, Brand Index measured the 25 most talked about brands of the year</p> <p>Finally, a fifth way to measure</p> <p>Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#Brand Index:Is a company committed to tracking the status of thousands of brands every day with real time reports of public perceptionsThey are one of the rare real-time researchers that track everything from brand buzz to purchase intentTheir research distinguishes awareness between paid and earned media, and has a great focus around the traditional purchase funnelEvery year they release the 25 most talked about brands of the year9</p> <p>Amazon and Google get it. They thrive around a shared purpose aimed at delivering end-to-end brand and business experience for both BTB and BTC</p> <p>Even fewer companies made all five lists</p> <p>Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#10</p> <p>Most of the brands just mentioned continue to outperform the marketTop 10 brands according to Interbrands 2011 ranking; stock information from Google8 out of 10 top brands beat the S&amp;P indexS&amp;P 500 Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#Over the last 5 years the total value of the top 10 brands has also increased by over $300B</p> <p>11</p> <p>Most of these brands get to experience benefits others cannotProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#12</p> <p>ToyotaCamryLexus ES2.5L Hybrid2.5L Hybrid200hp200hpGeorgetown, KYGeorgetown, KY43/39mpg40/39mpg$26,500$39,500</p> <p>Source: http://www.toyota.com/camry/?srchid=sem|google|Camry|Car_Camry|Car_Camry_Base|Existing|Camry_MLP#!/panels2, http://www.lexus.com/models/ES/specs/</p> <p>Some more so than othersProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#The Toyota Camry was the most popular car sold in the United States last yearIts hybrid model has 200 system horse power and about 40mpg City/Highway combinedIt sells for $26,500 according to Toyotas WebsiteThe 2013 Lexus ES is being manufactured in the same town, Georgetown Kentucky and is built on the same cassis with the same engineThe stats and add-ons between the two are almost exactly the same, but the emblem on the front increases the price by $13,000Note: these are the base models for each car, so the perforated leather seats are not included with the Lexus ES shown13</p> <p>ToyotaCamryLexus ES2.5L Hybrid2.5L Hybrid200hp200hpGeorgetown, KYGeorgetown, KY43/39mpg40/39mpg$26,500$39,500</p> <p>Source: http://www.toyota.com/camry/?srchid=sem|google|Camry|Car_Camry|Car_Camry_Base|Existing|Camry_MLP#!/panels2, http://www.lexus.com/models/ES/specs/</p> <p>Some more so than othersProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#The Toyota Camry was the most popular car sold in the United States last yearIts hybrid model has 200 system horse power and about 40mpg City/Highway combinedIt sells for $26,500 according to Toyotas WebsiteThe 2013 Lexus ES is being manufactured in the same town, Georgetown Kentucky and is built on the same cassis with the same engineThe stats and add-ons between the two are almost exactly the same, but the emblem on the front increases the price by $13,000Note: these are the base models for each car, so the perforated leather seats are not included with the Lexus ES shown14</p> <p>Source: LUMA Partners LLCBut it isnt as easy it used to be when we all lived in a push worldBrands are more difficult to build, understand and controlProprietary and confidential. Do not distribute.Deck Title#</p> <p>which leads to chaos, confusion and trust issues94% trust word of mouthEven when exposed to a brand message 10+ times online, only 26% of consumers could recall itOnly 24% of consumers trust the ads they seeOver 50% of those surveyed said they thought marketing and advertising were out of control40% of B2C and B2B marketers believe that they will have less control of their brand in 3 yearsConsumers believe that 70% of brands could disappear without them taking notice90% of marketing investments are in traditional mediums, but only 1 in 5 are getting the results they wantCONFUSIONCHAOSSource: Fast Company, Hubspot, Nielsen, Emarketer, Havas Media, Prophet</p> <p>Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#Less than a quarter of consumers trust the ads they see, but the vast majority trust their peersFew brands have broken through with only 26% of consumers remembering messages that are exposed to several times, while 70% wont notice when brands are goneFinally, marketers and consumers alike feel like marketing is out of control: with many that they have less control of their brand and even fewer desired results16</p> <p>HypertargetingStory over campaignAnalytics connects the dotsMarketing AgilityExperiencemattersMultiple devicesDevice integrationKnowledge-sourcingcommunitiesPower of socialmediaE-commerceRicher dynamic mediaSmarter webDigitalpersonal assistantsShort-form contentMobile maturityMarketing automationDigital identity mgmt, privacy,and securityWearable devicesBrand partnershipsLocation-based services &amp; near-fieldcomms</p> <p>Marketers are overwhelmed by the vehicles, choices and expertise areas they need to buildProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#The sheer amount of options mostbrands have when it comes to choosing a marketing weapon can be mind boggling. I am going to focus on the ones that are both most relevant and most impactful if tackled effectively</p> <p>17And they know that Millennials are changing the gameTalk value matters more than ever, especially among millennials who live in a video-on-demand-on-the-device-of-their-choice world.</p> <p>Average times per week that a consumer mentions specific brands in conversations with friends, family and co-workersPercentage of consumers who consider buying the brand, product or service recommended by a brand advocatePercentage of Facebook and Twitter followers, respectively, who are more likely to recommend brands after becoming a followerProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#There is one messaging system however that clearly works: Talk valueIts primarily dominated by social media and adopted by millennials Future generations will continue to be involved in this constant communication18and the role of community and peer influence is here foreverWHAT MAKES YOU AWARE? Awareness DriverAdvertising (TV, print, online ads) Most Friends and family who volunteered their opinion Observing people use product/brand Research conducted online Friends &amp; family from whom you sought out opinions Information at store or on-shelf Company's website Promotion/sponsorship from the company Sales material by company that came to you Product reviews by experts, peers Research conducted offline Sales material by company that you sought out Salesperson at point of sale Direct mail with special offer from company News media Email/text message with special offer from companyTelemarketing with special offer from company LeastWHAT MAKES YOU BUY?</p> <p>Purchase DriverFriends &amp; family from whom you sought out opinions Most Friends &amp; family who volunteered their opinion Research conducted online Promotion/sponsorship from the company Product reviews by experts, peers Company's website Information at store or on-shelf Research conducted offline Observing people use product/brand Advertising by the company Sales material by company that you sought out Sales material by company that came to you Direct mail with special offer from company Salesperson at point of sale News media Email/text message with special offer from company Telemarketing with special offer from company LeastSource: Jack Morton : The Year of Experience BrandsProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#BooksAdvertising</p> <p>TV AdvertisingEndorsementBillboards Print Apple Website</p> <p> Online TrainingAccountMgmtRSSDown-loadsPromotionPRProduct</p> <p> DesignExtensionFeatureGift CertificatesPartnership AuthorizedReseller Apple StorePurchase Experience</p> <p> SalesRepDisplayCustomerServiceBilling StatementGenius BarWork-shopsAS/WarrantyEvents</p> <p>SteveJobsAppleExpoWorldwideDevelopersConf.MacWorldExpoToursCall CenterSponsorshipStarbucksNikeBill Me Later</p> <p>In the Networked Era, an explosion of touchpoints is now the normI know this is confusing, but is this really any different than 20 or 50 years ago?BlogsRSSCGM ReviewsSocial Software (ebay/Amazon)CGM MerchandiseWord of Mouth</p> <p>Friends &amp; FamilyInfluencers/AmbassadorsIndependentResourceProvidersSocial Networks(Facebook)EmailOnlineCommunityWikiProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#20An explosion in not just the number of, but also the power, and increasing influence of a myriad of stakeholder types </p> <p>20AdvocacyAwarenessTrial/UsageInfluencersBlogsBooksRSSAdvertising</p> <p>TV AdvertisingEndorsementBillboards Print Apple Website</p> <p> Online TrainingAccountMgmtRSSDown-loadsPromotionPRProduct</p> <p> DesignExtensionFeatureGift CertificatesPartnership CGM ReviewsAuthorizedReseller Apple StorePurchase Experience</p> <p> SalesRepDisplayCustomerServiceBilling StatementGenius BarSocial Software (ebay/Amazon)CGM MerchandiseWork-shopsAS/WarrantyEvents</p> <p>SteveJobsAppleExpoWorldwideDevelopersConf.MacWorldExpoToursCall CenterWord of Mouth</p> <p>Friends &amp; FamilyInfluencers/AmbassadorsIndependentResourceProvidersSocial Networks(Facebook)EmailSponsorshipStarbucksNikeBill Me Later</p> <p>OnlineCommunityWikiHowever, a time tested approach can make sense of these touchpointsI know this is confusing, but is this really any different than 20 or 50 years ago?Proprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#21Apple is a good example of a company that has unlocked the value and power of its brand network. First, Apple has a clear set of business objectives that forces management to continuously update its historic brand promise: to develop elegant products that integrate hardware and software in such a compelling fashion that consumer demand can reshape markets and consumer use can enable new behavior patterns. With every new product launch, techies, retailers, bloggers, journalists, and consumers anticipate what s next.Apples second bead on developing networks is its clear understanding of the needs of key stakeholders:In addition, Apple builds its networks by aligning its commercial interests with those of its customers, partners, external influencers, and other companies. It also listens to its network through its Genius Bars</p> <p>21</p> <p>Strong brands get customers to do things others dont 60% of customers prefer to buy new products from a brand they know well25% of customers state price does not matter if they are buying a brand they are loyal toBrands with high advocacy get 264% more earned media impressions than average brandsMillennials and Gen We influence a lotProprietary and confidential. Do not distribute.Proprietary and confidential. Do not distribute.Deck Title#Source: Neilson, Also a great source for brand facts: http://www.factbrowser.com/tags/brands/</p> <p>22</p> <p>Strong brands get customers to sayProprietary and confidential. Do not distribute.Proprietary and confidential. Do...</p>