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The future
              ?
    of
Marketing
 & Brands

         Fernando Barrenechea / @fbarrenecheaf
The "world has
changed" and
 Marketing &
 Brands must
give a respond
  to this new
    reality.
The “traditional”
 marketing has
    become
   somewhat
 outdated and
 obsolete as it
  was in its day
   the Ford T.
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.	
  
Do you remember Maslow?, .... The
consumer has changed!!
The Future of Marketing & Brands
But not
everything
changes at
 the same
   time..
The
                                              Consumer
                                               is a Mix..




The Consumer behavior is a mix brands: low cost, luxury,
mass market,…
Advertising,
  quality and
price no longer
 have positive
 "relationship"
with the brand.
Consumers
are living a
 Romance
 with Low
Cost Brands.
Consumers
   change
 faster than
   brands,
advertisers &
  business
Different:
  culture,
 values,…
  different
marketing &
 branding
 approach
“I make movies
 for masses but I
  speak to them
   one by one”.
Steven Spielberg
“A Brand becomes stronger when you
narrow its focus”.
Ries & Ries. “The 22 inmutables laws of branding”
The Businesses
that succeed
 will be those
that make life
     easier
“[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.”
The
             consumer
              wants…




Innovation         Experiences
“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.
“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
The
Revolution is
 coming…
“New”
 “Traditional”
                 Marketing
Marketing lost
                 arises from
EFFECTIVENESS
                 CONSUMER
Traditional marketing
is no longer enough.
  Marketing must be
  linked closely with
   business strategy
and able to prove its
     contribution to
  shareholder value.
?
What´s going
   on with
advertisement
The Future of Marketing & Brands
The Future of Marketing & Brands
“The days of making funny things that
may or may not have an effect on the
client's business are ending.”
The Future of Marketing & Brands
What's going on with Media?
New Broadcaster…..
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  …
“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
"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
Today WOM is really important….




“The most recommended company in its
category grows 2.5X the category average”
Bain & Company Research.
The “Big" ideas
   based on
  consumer
awareness are
the new "Prime
     Time"
Unconventional
    marketing
   strategies =
 Brand benefits
The Content is the new voice of Brands.
"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”
“[The agency’s job is to create] content so
valuable and useful that [consumers]
wouldn't want to live without it.”
“Times of
turbulence are
   the most
   exciting,
   because
  everything
   changes"
The future of
 Advertising &
  Brands are
great products
  that have
  marketing
embedded in
    them.
“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”.
Product =
  Brand =
Experiences
“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
The challenge is
to deliver value
  through the
 integration of
 marketing and
    product.
The explosion
  of digital
  media has
  changed
 brands and
  Marketing
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.
Maximizing
   presence
   through a
  consistent
planning effort.
The increasing
importance of
digital touch
points has
completely
transformed the
way consumers
behave and how
they interact with
brands
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.
The future is in consumer hands
"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. "
“Whether physically or through
connected technologies,
shopping is still best experience
socially ”.

PSFK. Future of Retail Report.
Gamification
is a new trend
   all Brands
    have to
    consider
Digital has
changed the
   world of
  branding,
   and The
brands need
 to change
    with it.
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.
The
digitalization
 of brands.
The Future of Marketing & Brands
“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”
Now more
 than ever
 before the
Brands have
to represent
  a story &
   identity
“Brands that have a strong and clear
identity are better capable of creating
meaningful and lasting relationships”.

Jean-Noël Kapferer
The Future of Marketing & Brands
“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
The Future of Marketing & Brands
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
Brands must
   listen the
customer and
    develop
 strategies to
  meet their
     needs.
The Future of Marketing & Brands
“Loyalty counts
more and costs
   less than
  awareness.”

Kristen Sandberg


                   Don´t
                   forget
                     ….
This new
  behavior
   implies
COLLABORATION
A Quiz     ?
review of
  future
 Brands.
Brands should be
 more transparent,
positioning itself as a
 positive force and
  creating positive
 relationships with
     customers.
New reality of Brands…
                           “New Branding”
 “Old Branding”

                           ü  Participation
 ü  Image
                           ü  Interactive
 ü  Passive
                           ü  Emotional Selling
 ü  Unique Selling
                               Proposition
     Proposition
                           ü  Brand Utility
 ü  Brand Benefit
                           ü  Segmented and
 ü  "One size fits all”
                               personalized
 ü  Persuasion
                           ü  Co-creation
 ü  Mass Media
                           ü  Integrated. "Content”
The BRAND of SUCCESS in


 6     points
1. Great Brand Experience    2. Clear & consistent positioning




3. Dynamism and Innovation    4. Authenticity
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.
The Brands future is...




Innovation           Consumer




Management        Communication
“Your brand is
formed primarily
 not what your
 company says
 about itself but
    what the
company does”

Jeff Bezos. Amazon
The future of
marketing and
brands pass for
INNOVATION
Brands,
marketing and
innovation are
 the drivers to
 create value.
“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.
The Future of Marketing & Brands
“Be
disruptive…
  to make
the World a
   better
   place”
The future of
marketing &
  Brands is
co-creation
“Be the change
you want to see in
the world”

Gandhi
?
Questions
The Future of Marketing & Brands
GRACIAS
Contact




Fernando Barrenechea
Fernando.barrenechea@iese.net
@fbarrenecheaf

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The Future of Marketing & Brands

  • 1. The future ? of Marketing & Brands Fernando Barrenechea / @fbarrenecheaf
  • 2. The "world has changed" and Marketing & Brands must give a respond to this new reality.
  • 3. The “traditional” marketing has become somewhat outdated and obsolete as it was in its day the Ford T.
  • 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.  
  • 5. Do you remember Maslow?, .... The consumer has changed!!
  • 8. The Consumer is a Mix.. The Consumer behavior is a mix brands: low cost, luxury, mass market,…
  • 9. Advertising, quality and price no longer have positive "relationship" with the brand.
  • 10. Consumers are living a Romance with Low Cost Brands.
  • 11. Consumers change faster than brands, advertisers & business
  • 12. Different: culture, values,… different marketing & branding approach
  • 13. “I make movies for masses but I speak to them one by one”. Steven Spielberg
  • 14. “A Brand becomes stronger when you narrow its focus”. Ries & Ries. “The 22 inmutables laws of branding”
  • 15. The Businesses that succeed will be those that make life easier
  • 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.”
  • 17. The consumer wants… Innovation Experiences
  • 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.
  • 23. ? What´s going on with advertisement
  • 26. “The days of making funny things that may or may not have an effect on the client's business are ending.”
  • 28. What's going on with Media?
  • 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"
  • 35. Unconventional marketing strategies = Brand benefits
  • 36. The Content is the new voice of Brands.
  • 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.”
  • 39. “Times of turbulence are the most exciting, because everything changes"
  • 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”.
  • 42. Product = Brand = Experiences
  • 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.
  • 48. The increasing importance of digital touch points has completely transformed the way consumers behave and how they interact with brands
  • 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.
  • 50. The future is in consumer hands
  • 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.
  • 53. Gamification is a new trend all Brands have to consider
  • 54. Digital has changed the world of branding, and The brands need to change with it.
  • 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.
  • 67. “Loyalty counts more and costs less than awareness.” Kristen Sandberg Don´t forget ….
  • 68. This new behavior implies COLLABORATION
  • 69. A Quiz ? review of future Brands.
  • 70. Brands should be more transparent, positioning itself as a positive force and creating positive relationships with customers.
  • 71. New reality of Brands… “New Branding” “Old Branding” ü  Participation ü  Image ü  Interactive ü  Passive ü  Emotional Selling ü  Unique Selling Proposition Proposition ü  Brand Utility ü  Brand Benefit ü  Segmented and ü  "One size fits all” personalized ü  Persuasion ü  Co-creation ü  Mass Media ü  Integrated. "Content”
  • 72. The BRAND of SUCCESS in 6 points
  • 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
  • 77. The future of marketing and brands pass for INNOVATION
  • 78. Brands, marketing and innovation are the drivers to create value.
  • 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.
  • 81. “Be disruptive… to make the World a better place”
  • 82. The future of marketing & Brands is co-creation
  • 83. “Be the change you want to see in the world” Gandhi