4. I've changed!
Did you?
The contemporary consumer
is savvy as a result of
increased information
available, largely due to the
digital world, the high
interconnection of consumers
has changed the rules of the
game.
16. “[Branded Utility] is where the brand
creates a commitment to a relationship.
It’s where the brand creates something
useful to you, something that’s a utility in
your life. The consumer will feel more
confident with the relationship if the brand
will continue to be part of your life.”
18. “If you move from being a commodity
product to an emotional product,
though to real attachment and
engagement that comes from
creating an experience, the degree
of differences might appear to be
quite small but the results are going to
be much greater”.
John Russell. MD Harley Davidson.
19. “A revolution doesn't happen
when a society adopts new
tools. It happens when
society adopts new
behaviors ...”
Clay Shirky. Author, Consultant, Professor at NYU
21. “New”
“Traditional”
Marketing
Marketing lost
arises from
EFFECTIVENESS
CONSUMER
22. Traditional marketing
is no longer enough.
Marketing must be
linked closely with
business strategy
and able to prove its
contribution to
shareholder value.
30. 2.0 Communication Trends Brands
ü Social Video need to
ü Social Commerce know this
reality
ü Mobile Commerce
ü Augmented Reality
ü 3D
ü Rich Commerce
ü Personal pages
ü QR Codes
ü Smart TV
ü Html 5
ü …
31. “You can spend 15 Million on
advertising, go bankrupt and
your name still means nothing
t o p e o p l e . Yo u r b r a n d i s
created out of customer
contact and the experience
your consumers have of you”.
Stelios Haji-Ioannou. Founder Easy Jet
32. "Your brand is not stronger
than your reputation — and
will increasingly depend on
what comes up when you
are Googled."
Allan Jenkins. Global Communications Consultant
33. Today WOM is really important….
“The most recommended company in its
category grows 2.5X the category average”
Bain & Company Research.
34. The “Big" ideas
based on
consumer
awareness are
the new "Prime
Time"
37. "The consumer is skeptical. After years of stifling levels of
saturation and advertising pressure, consumers have
learned to get around "the world" and reject any
business practice that invade his space without his
consent. The new consumer is immune and indifferent to
any kind of persuasion”
38. “[The agency’s job is to create] content so
valuable and useful that [consumers]
wouldn't want to live without it.”
40. The future of
Advertising &
Brands are
great products
that have
marketing
embedded in
them.
41. “Apple takes value creation one step
further by making the consumer the
ultimate value creator. The value
creation does not stop with a beatiful
packaged iPhone, it continues through
being genuinely useful and delivering a
seamless life enhancing experience”.
43. “Our belief is that marketing and product
have converged. The consumer doesn’t
separate the marketing experience from
the product experience.”
Ajaz Ahmed Founder & Chairman AQKA
44. The challenge is
to deliver value
through the
integration of
marketing and
product.
45. The explosion
of digital
media has
changed
brands and
Marketing
46. Social networks, along with brand websites, are the most important
digital touch points on the path to purchase worldwide, with nearly
half the population engaged at any stage. Not surprisingly, offline
touch points, such as TV and word of mouth, still dominate media
investment. However, digital’s enormous potential points to the need
for brands to create integrated offline/online marketing approaches.
47. Maximizing
presence
through a
consistent
planning effort.
49. Consumers are having
an" affair” with their
smartphones. Mobile
is more than an
extension of the
network becoming an
opportunity to
develop unique
experiences with
customers.
51. "That there is an online channel does not
mean that retail is not important. The secret
to a brand's success in any digital platform
lies in the consistency of its contents,
investment and to be at all the technological
devices that audiences are handle. "
52. “Whether physically or through
connected technologies,
shopping is still best experience
socially ”.
PSFK. Future of Retail Report.
55. THE POST-DIGITAL WORLD – B&B AND B&C
Today
consumers and
businesses are
working more
actively co-
creating
brands.
Branding in The Post-Digital World. Interbrand.
58. “Dividing your brand communication
into a range of smaller ideas –
distributed and shared with participants
- is essential to a balanced
communications mix that achieves
brand growth”.
John Grant. Author “The Brand Innovation Manifesto”
59. Now more
than ever
before the
Brands have
to represent
a story &
identity
60. “Brands that have a strong and clear
identity are better capable of creating
meaningful and lasting relationships”.
Jean-Noël Kapferer
62. “As information and intelligence domain
of computers, society will place more
value on the human ability that can not
be automated: EMOTION. This will affect
everything from our purchasing decision
to how we work with others. Companies
will need to understand that their
products are less important than their
stories”.
Rolf Jensen. Copenhagen Institute for future studies
64. The digital
behavior
allows to listen
to what the
consumer
asks
"shouting"
The information
in the network
is a way to
lower the cost
of innovation
and consumer
knowledge
65. Brands must
listen the
customer and
develop
strategies to
meet their
needs.
73. 1. Great Brand Experience 2. Clear & consistent positioning
3. Dynamism and Innovation 4. Authenticity
74. 5. Corporate Culture 6. Social Responsibility
The challenge is to find the combination of all the
elements that transform the brand into an asset that
drives sales and increase consumer engagement.
75. The Brands future is...
Innovation Consumer
Management Communication
76. “Your brand is
formed primarily
not what your
company says
about itself but
what the
company does”
Jeff Bezos. Amazon
79. “You can have the most
innovative product in existence,
but if the experience surrounding
that product or service is flawed.
The product becomes
irrelevant”.
Napkin Labs, Design Taxi.