In this session with Dirk Schart, you'll learn how to use your Brand as a Demand Accelerator for future Industries and emerging tech. Our future technologies often suffer from slow adoption and reluctance to change on the user side. Who understands the special features of the shift in the audiences will jump over it faster and conquer the markets. - How to "cross the chasm" in new technology markets by building a strong startup brand - Simplify Market Engineering with frameworks as the foundation for your brand - Help your sales teams to sell easier, faster and at lower cost by using the brand as demand accelerator

1. BRAND AS DEMAND ACCELERATOR
FOR FUTURE INDUSTRIES
DIRK SCHART

2. REACH 2020
DIRK SCHART
▸ CMO & President @ RE’FLEKT, Sunnyvale/CA
▸ Mentor @ German Accelerator Silicon Valley
▸ Co-founder @ MobilityOS
▸ CEO @ HyperloopTT Digital Innovation Lab
▸ Product Owner Augmented Windows
▸ Communications @ SkyWork
▸ Author of two books about AR & Marketing

3. TEXT
3 THINGS WE TALK ABOUT:
▸ Challenges of emerging tech and future industries
▸ Market Engineering as the foundation for your brand
▸ Brand as demand accelerator and trust builder

4. CHALLENGES OF EMERGING TECH AND FUTURE INDUSTRIES
CROSSING THE CHASM
Enthusiasts Visionaries Pragmatists Conservatives Skeptics
Early
Markets
Mainstream
Markets
THE
CHASM
‣ Technology
‣ Features
‣ Evaluation
‣ Solutions
‣ Enterprise ready
‣ Value
RELEVANCE CREDIBILITY DEMAND

5. CHALLENGES OF EMERGING TECH AND FUTURE INDUSTRIES
CROSSING THE CHASM
Enthusiasts Visionaries Pragmatists Conservatives Skeptics
Early
Markets
Mainstream
Markets
THE
CHASM
‣ Technology
‣ Features
‣ Evaluation
‣ Solutions
‣ Enterprise ready
‣ Value
RELEVANCE CREDIBILITY DEMAND
1.Understand your market and the shift in the audience
2.Grow with your customers from “early” to “mainstream”
3.Use your Brand to drive relevance, credibility and demand

6. MARKET ENGINEERING
MARKET SEGMENTATION
Check the Frameworks
▸ Collect market and
applications
opportunities
▸ Use hypothesis and
test cards to validate
▸ Avoid a “tunnel
vision”

7. MARKET ENGINEERING
BEACHHEAD MARKET
▸ Narrow the market
opportunities to 5 to
10
▸ De
fi
ne that one pin,
your beachhead
▸ Check which other
pins can you hit
without additional
effort

8. MARKET ENGINEERING
UNDERSTAND YOUR AUDIENCE FROM “EARLY” TO “MAINSTREAM”
‣ Innovation Manager
‣ R&D Manager
‣ CIO
‣ Business Manager
‣ IT Manager
Industry: Manufacturing
Vertical: Medical (Machinery, Energy)
Size: 1,000+ employees
Geography: Western Europe, NAM
Key Stakeholders / Buyers
CIO
Business Line Manager or
VP, Director, Head of
Training, Service
Product: not bigger than a car
Data: CAD avaipable (for ONE)
Need: Business case/strategy
COMPANY
Medtronic plc is a medical device company that
generates the majority of its sales and profits
from the U.S. healthcare system but is
headquartered in the Republic of Ireland for tax
purposes. Medtronic has an operational and
executive headquarters in Fridley, Minnesota in
the U.S.
PRODUCTS
Medical technology, services and solutions:
• Cardiac & vascular
• Diabetes
• Minimally invasive therapies
• Restorative therapies
NUMBERS
Revenue: $30.6B
R&D Budget: $2.3B
Employees: 90,000+
Countries: 150+
Manufacturing Sites: 76

9. MARKET ENGINEERING
POSITIONING & MESSAGING MATRIX
▸ WHAT (our company is)
▸ WHY (compelling reason to buy)
▸ HOW (technology, product, category)
▸ FOR (target customer)
▸ THAT (value, problem solving)
▸ UNLIKE (primary competitor)

10. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR
BRAND ACCELERATES DEMAND
Hard to measure Easy to measure
Maybe to
measure
BRAND DEMAND
‣ Relevance
‣ Trust
‣ Credibility
‣ Faster
‣ Easier
‣ Lower cost

11. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR
IMPACT OF YOUR BRAND ON TRUST & DEMAND
TRUST/CREDIBILITY
DEMAND
MEDIA
COVERAGE
ANALYST
REPORT
WORD OF
MOUTH
TRUSTED
VENDOR
COMMUNITY
BUILDING
TALKS
THOUGHT
LEADER

12. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR
BRAND INCREASE SALES OPPORTUNITIES
RELEVANCE
‣ PROMISE
‣ TEAM
‣ MEDIA
‣ ON THE RADAR
‣ ON VENDOR LIST
‣ CONSIDERABLE PLAYER
KPI INPUT OUTPUT

13. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR
BRAND HELPS SALES TO SELL FASTER
RELEVANCE
‣ PROMISE
‣ TEAM
‣ MEDIA
‣ ON THE RADAR
‣ ON VENDOR LIST
‣ CONSIDERABLE PLAYER
TRUST
‣ SHOW SKILLS
‣ RELATIONSSHIPS
‣ APPEARANCE
‣ EASIER ENTRY FOR SALES
‣ ANALYST REPORTS
‣ FASTER DECISION MAKING
KPI INPUT OUTPUT

14. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR
BRAND REDUCES ACQUISITION COST
RELEVANCE
‣ PROMISE
‣ TEAM
‣ MEDIA
‣ ON THE RADAR
‣ ON VENDOR LIST
‣ CONSIDERABLE PLAYER
TRUST
‣ SHOW SKILLS
‣ RELATIONSSHIPS
‣ APPEARANCE
‣ EASIER ENTRY FOR SALES
‣ ANALYST REPORTS
‣ FASTER DECISION MAKING
CREDIBILITY
‣ THOUGHT LEADER
‣ ANALYST MAPS
‣ WORD OF MOUTH
‣ VENDOR SELECTION
‣ LESS SALES EFFORT
‣ VIRALITY
KPI INPUT OUTPUT

15. KEY TAKE-AWAYS
BRAND HELPS TO SELL MORE, FASTER AND AT LOWER COST
▸ More market
engineering leads to
better foundation
▸ Investment in brand
accelerates demand
▸ Feedback from the
demand side is
valuable input for the
market side

16. A BRAND IS NOT JUST A
LOGO - IT'S YOUR MOST
IMPORTANT ASSET
MARC BENIOFF
THANK YOU!
www.dirkschart.com
dirk.schart@re-
fl
ekt.com
@DirkSchart