What brands must be doing right now to be among the world\'s most-loved brands in 2020. First attempt at a PowerPoint presentation, feedback welcome. To get the full effect, invite me in to present to you - I bring stories! MC

1. The world’s greatest brands: 2020
(and what you must be doing now to make it onto that list…)

3. But also be concerned with ‘share of voice’…
…and what O2 calls
‘share of customer’

4. Of course, the really smart brands are
currently working on ‘share of heart’

5. Invite
outsiders
into your
business…

6. How well do you relate to the changing
world outside your brand bubble?

7. Can you identify your most valuable data?
How well do you use data?
Is your data accessible to the whole organisation?
Does your data help you tell stories?

8. “…and we’ll spend what’s left of the budget on PR…” IT’S TIME FOR A RETHINK
In the world
outside the brand
bubble, a world
beyond coverage
& column inches…
PR is the future
engine room,
the lifeblood of
much-loved and
famous brands…

9. Meet the newest appointment to your board of directors – take social seriously

10. Once you plug in, there’s nowhere to hide…

11. Joseph Tripodi
CMO
Coca-Cola
“Advocacy has
replaced loyalty at
the top of the
marketing pyramid.
We give too much
importance to
‘impressions’ and not
nearly enough to
‘expressions’.”

12. Be fast, be focused, be flexible. Most importantly, be humble…
“If it’s a good idea, we don’t wait for “The journey is
a consensus. Waiting for a consensus means
endless meetings and no decisions. When
we find the idea that will make a difference
to consumers, the entire organisation gets
behind it with an intensity, a drive, a
passion and an energy that is rare
and unseen elsewhere.”
Camillo Pane, SVP, global healthcare finished”
category, Reckitt Benckiser
In many ways we’re just getting started. If we are going to
lead as the world returns to growth, we are going to have to
remain constructively discontent.
Muhtar Kent, Chairman and CEO, Coca-Cola.

13. “Believing your own hype is like
breathing in your own exhaust
fumes.” Clyde Tuggle, SVP, global
public affairs and communications,
Coca-Cola, 1989-present day

14. What do you do when customers stop coming to you?

16. Hearts and minds
Brands which have a purpose beyond profit have increased in value by 87% over five years.
Those not seen as ideals-driven have grown only 43%. BrandZ, Millward Brown, 2012.

17. FAILURE IS NOT AN
OPTION.
IT’S A NECESSITY.
“To get anywhere near
achieving a culture of
creativity that can make
your business stand
out, you need people
who are more excited
by what is possible than
they are scared of
looking foolish if they’re
wrong.”
Andy Fennell
CMO
Diageo

19. ‘Famous brand 2020’ checklist
 Concentrate on ‘share of heart’
 Get out of your brand bubble - invite outsiders in
 Customer data is key - make it work harder
 Learn to be storytellers
 Rethink what PR means in 2012
 Be humble, be good, win advocacy, win trust
 Don’t be afraid of failure – creativity requires bravery
 Imagine the world in 2020…and then make it real

20. Thank you. Keep in touch…