My 90 minutes with Steve Jobs: What I learned about building enduring brands from Steve, Digiday Brand Summit, April 2017
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Kevin Sellers presentation at DBS in Charleston, SC, April 2017
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My 90 minutes with Steve Jobs: What I learned about building enduring brands from Steve, Digiday Brand Summit, April 2017
- 1. What Steve Jobs taught me about building enduring brands Kevin Sellers chief marketing officer Avnet, Inc.
- 2. The *magic* of branding 04.18.20172 “I think youshould be more explicithere in steptwo…”
- 3. 04.18.20173 The business enterprise has two – and only two basic functions; marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. - Peter Drucker “ ”
- 4. 04.18.20174
- 6. Meet the twins: Prizm and Corolla 04.18.20176
- 7. Separated at birth: Twin products meet separate fates 04.18.20177 MSRP $15,223 $14,973 $11,417 $250 $3,556 $15,223 $14,315 $1,000 $4,360 Rebate Net Price Depreciation Trade-in value 230 Sales in thousands of units 52 Difference per vehicle $658 $1,462 $9,955 Prizm Corolla
- 8. Perception
- 9. 04.18.20179 The last one commoditized wins. - Andy Grove “ ”
- 10. 04.18.201710 Is there a recipe?
- 11. Recipe: the best brands 04.18.201711
- 12. Recipe: the best brands Simple. They own a simple message that breaks through the competitive clutter. 04.18.201712
- 13. Video: Steve Jobs #1 04.18.2017 13
- 14. Video: Steve Jobs #1 04.18.2017 14
- 15. 04.18.201715 …we’re not going to get a chance to get people to remember much about us…no company is. ...we have to be clear about what we really want them to know about us… “ ”
- 16. Recipe: the best brands Simple. They own a simple message that breaks through the competitive clutter. 04.18.201716 Unique and differentiated. They possess a ‘special sauce’.
- 17. Video: Steve Jobs #3 04.18.201717
- 18. Video: Steve Jobs #3
- 19. Recipe: the best brands Simple. They own a simple message that breaks through the competitive clutter. 04.18.201719 Unique and differentiated. They possess a ‘special sauce’. Emotional connection. They give consumers a genuine reason to care about them.
- 20. Video: Steve Jobs #4 04.18.201720
- 21. Video: Steve Jobs #4
- 22. 04.18.201722 When you think of Nike, you feel something different than a shoe company. “ ”
- 23. Emotional vs. Rational Branding 13% 30% 43% 10% 20% 23% 0% 10% 20% 30% 40% 50% 1 Year 2 Year 3 Year Campaign Duration % reporting very large profit growth Emotional Rational 04.18.201723
- 24. Recipe: the best brands Simple. They own a simple message that breaks through the competitive clutter. 04.18.201724 Unique and differentiated. They possess a ‘special sauce’. Emotional connection. They give consumers a genuine reason to care about them. Employ a clear call to action. Invite the customer to engage with them and take action.
- 26. Microprocessor average selling price trend 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 04.18.201726
- 27. 04.18.201727
- 28. 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Est. 30 Years of Price Declines—Reversed! 04.18.201728
- 30. 04.18.201730
- 34. Impact on Chrysler 200 04.18.201734 America had a story to tell that was bigger than any cup holder, bigger than any Columbus day sales event. Olivier Francois, CMO of Chrysler Sales increased: • 25% in first month • 26% for the year
- 36. 04.18.201736
- 37. Video: Dove Real Beauty 04.18.2017 37
- 38. Video: Dove Real Beauty 04.18.2017 38
- 39. Dove Real Beauty Campaign Within six months, sales of Dove’s firming products increased • Over 700% in Europe • Over 600% in the US The campaigned increased Dove’s share of the firming lotion market from 1% to 6% 04.18.201739
- 40. Call to action
- 41. 04.18.201741
- 42. Video: Nike Running Man 04.18.201742
- 43. Video: Nike Running Man 04.18.201743
- 44. Recipe: the best brands Simple. They own a simple message that breaks through the competitive clutter. 04.18.201744 Unique and differentiated. They possess a ‘special sauce’. Emotional connection. They give consumers a genuine reason to care about them. Employ a clear call to action. Invite the customer to engage with them and take action.
- 45. 04.18.201745 Leaders live their brands. Contenders market their brands.
Editor's Notes
- 5 simple tenets that best brands get right… As we roll out Look Inside, we will look at this template once again to how we stack up…
- First, I want to start here…a tremendous example of where Intel marketing has made a huge difference. THE POWER OF SIMPLE!!! When we launched i3, i5, i7…this was all about simplifying. We made a confusing process so much easier—for consumers, for retailers, for OEM’s. Sea of brands…Core, Pentium, Celeron, Atom, Phenom, Athlon, Duron… How could consumers choose? Then we made it super easy—there was good, there was better, and there was best. And the results added billions to our p&l… However…we’ve also been our own worst enemy at times…
- First, I want to start here…a tremendous example of where Intel marketing has made a huge difference. THE POWER OF SIMPLE!!! When we launched i3, i5, i7…this was all about simplifying. We made a confusing process so much easier—for consumers, for retailers, for OEM’s. Sea of brands…Core, Pentium, Celeron, Atom, Phenom, Athlon, Duron… How could consumers choose? Then we made it super easy—there was good, there was better, and there was best. And the results added billions to our p&l… However…we’ve also been our own worst enemy at times…
- At the end of 2008, Chrysler was at rock bottom. Chrysler was tied to Detroit and Detroit was a complete mess Executives testified to Congress that they were one year away from filing for bankruptcy and shutting down all operations permanently. People weren’t buying the Chrysler 200 because foreign brands had so much luxury cachet…. Chrysler ≠ Luxury!
- Instead of going to a purely rational advertising campaign—like most car companies do— Styling Leather Navi system Smoothness…etc. Instead, they built on an emotional hook that spoke to the American psyche…’Imported from Detroit’
- Proof points for the keynote: By the early 2000s, Dove was an established, respected brand, but it had plateaued. “Dove’s sales declined as a result of being lost in a crowded market.”
- For those who think strong, emotional campaigns are nice—but don’t drive sales—here are the business results… The Real Beauty content was zero paid media by the way… Incidentally, the campaign enabled Dove to extend its product portfolio with successful introductions like Firming cream, Cooling Moisturizer, and Sunless Tanner—none of which were cleansers.