future of a brand
TRANSCRIPT
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The Future of a Brand
@joannalordwww.BigDoor.com
SEL Summit, 2014
Joanna LordCMO
BigDoor
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WHAT MAKES A BRAND?
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Things have changed.
BRAND = “TRADEMARK”The first definition of “brand” is the name given to a product or service from a specific source. Traditionally
the logo, colors, and possibly voice of brand. Brand identity at it’s purest.
BRAND = “THE BRAND”The intangible sum of a
product’s attributes. Marketers realized that they could create
a specific perception in customers’ minds concerning the qualities and attributes of each non-generic product or
service.
BRAND = “BRAND”What your prospect thinks of when he or she hears your brand name. All the things:
product, company, team, community, marketing, voice, affinity identity. More powerful
than ever is seeding loyalty and community.
19TH CENTURY 20TH CENTURY 21ST CENTURY
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What makes a brand today?
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Driven by ever more demanding customers, pushed by emerging market competitors, and
inspired by companies like Apple, many businesses are re-discovering the power of
creativity and design, increasing investment in innovation, and
trying to better understand how brands drive their business.
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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 time to rethink the responsibility of the brand.
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Present a value exchange beyond the product. #1
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Create intelligent connections. #2
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Are agile.#3
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Empowers consumers & build a brand with them. #4
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Empowers the consumer & build a brand with them.
“It’s all about “Permission Marketing.” 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 notion of digital permission: the granting of rights by
customers within the digital world.”
- Seth Godin
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Understands loyalty matters & goes both ways. #5
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Understand loyalty matters & goes both ways.
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, better 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 assumptions of loyalty.
Both of these trends provide significant opportunities for marketers, and brand experience holds the key to
maximizing the opportunities.
- Harvard Business Review
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The biggest brands of tomorrow get this.
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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 for listening to me ramble.questions? lets hear ‘em or tweet me at @joannalord
Joanna Lord, CMO of [email protected]