As we're now in a digital world, marketers and brands need to adopt a new way to work. Useful marketing appears to be the most relevant way of doing.

1. How a
brand
should
behave
today
Brieuc Saffré
@_brieuc
Oct. 2012

2. We
realized
Everything
changed

3. We
realized
If not, look at
Everything
changed

4. ...but how do we act now ?
The party example

5. What did you do to the last party you’ve been?
Were you the fun guy? Did you talk in the kitchen all
night long? Did you wear a great t-shirt ?
Did you bring some great stuff?
...
What experience did you give to people?
Will they remember you? If yes, why?

6. Why does your brand
exist ?
Your brand

7. Who
are you
?
What are your beliefs and values ?

8. The purpose
of your brand
It’s your engine.

9. Soul of the brand
Purpose
Raison-d’être
Brand Utility
Shared Value
Mission

10. Your brand purpose
must become
your guide

11. «People don’t buy what you do,
they buy
why you do it»
Simon Sinek

12. The Golden Circle
What
What does your
company offer?

13. The Golden Circle
What
How
How does your
company make it ?

14. The Golden Circle
What
How
Why
Why does
your brand exist ?

15. The life cycle of the product
Early
adopters
Growth Selection
End

16. The life cycle of the product
Before, marketers were
focused on masses...
MASSES

17. The life cycle of the product
Now, in a digital world, as
reputation is more
important than ever,
you need to be focused
on the early adopters...
Early
adopters

18. The life cycle of the product
...to reach the
tipping
point
Early
adopters

19. The purpose
is a strength to recruit

20. The purpose
is a strength to motivate

21. The purpose
and to create a community

22. Environnemental
impact
Supplier
access and
viability
Energy Use
Some
purpose
consequences
Water Use
Company
Productivity
Employee
Health
Employee
Skills
Worker
Safety
How to reinvent capitalism - Michael Porter January 2011 - Harvard Business Review

23. What’s the
purpose of
these brands?

25. Focused on mobility of people...
They don’t only make cars anymore, they create the future.

27. Is it still changing the status quo?

29. Help people for their memories

31. Democratize car sharing

32. Understand
Observe your potential users

33. Understand
Meet your users

34. Understand
Find and bring a relevant solution

35. The experience
The new key

36. Bring quality everyday...

37. It’s what you do,
not what you say,
that matters.

38. How to give a remarkable
experience
for the customer ?

39. the Purple Cow
«You can't be
remarkable by
following someone
else who's
remarkable.»
Seth Godin

40. Take their point of view

41. Make your experience unique

42. The experience is your purpose demonstration.

43. 7
dimensions
Play with them to give a specific memory to
your user.

44. Waouh ! dimension
You positively surprise.

45. So beautiful dimension
You play on the aesthetic aspects of the experience.

46. The already dimension
You offer something
that surpasses what’s
existing today.

47. Well thought dimension
Each details of the experience is
prepared and anticipated.

48. Respect dimension
Your experience has a
significant social impact.

49. Friendly
dimension
You offer some positive, agreable or personalized
interactions to your customers.

50. Good offer dimension
Your benefit/price ratio is
excellent or new.

51. Some other tools

52. To create a competitor free market
and leave the price war,
find your blue ocean.
The Blue Ocean Strategy

53. the Wii example
The strategic
canevas
enables you
to create
another
value
curve.

54. the business model canevas
Forget
your
business
plan,
only test
and retest
your
business
model
canevas.

55. The contexts
The new targets.

56. Some
examples

57. Target approach
Context approach

58. Facebook Ads
$ 1,8 billion
2010
Google Adwords
$ 19 billions

59. Click to discover the other examples

60. « Brands
need to see themselves
as value creators, adding value to
contexts where their value is
appreciated and needed.
They need to investigate and explore these contexts, surrounding their
»
brands and products, and take ownership of them.
Helge Tenno

61. If you think I can help you,
you’re probably right
and I’ll be happy to do so.
You can visit
www.brand-utility.com
or send me a mail
mail@brieuc.biz