Asia Tech Podcast http://www.ATP.show
Asia Tech Research http://www.AsiaTechResearch.com
We are in the business of selling emotions not stuff. Stuff is cheap and easy to copy. Emotion, however is a priceless, individual, unique experience. In this presentation, I explain why the future of marketing lies in creating powerful EXPERIENCES that customers can share and conversations that define our brands. There is also a link in this presentation telling you how to get the PDF file.
3. what’s inside?
1. marke2ng truths
2. decoding brand DNA
3. how brand happens
4. goodbye Ogilvy
5. hello Brand Experience
6. access case studies
GRAHAMDBROWN.COM
4. experience is the brand
1. marke2ng truths
2. decoding brand DNA
3. how brand happens
4. goodbye Ogilvy
5. hello Brand Experience
6. access the case studies
GRAHAMDBROWN.COM
5. people don’t
buy stuff…
product
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“Stuff” -‐ the physical,
tangible nature and features
of your product
11. Get this EXPERIENCE IS THE BRAND PDF Presentation FREE…
…when you order my BRAND LEADERSHIP MANUAL
www.GrahamDBrown.com/manual-bonus-exp
NOTE: EXCLUSIVE SLIDESHARE OFFER
(you won’t find this on my site)
click here
12. experience is the brand
in adver2sing
parlance, this is called
“selling the benefit of
the benefit”
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13. people buy on emotion
and justify with logic
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There is a big
difference between
what people say they
do and why they do it
14. Brand Experience: Build a Brand Worth Talking About
Join 2,300 marketers at the Brand Experience Academy
get access my latest Case Studies, Presentations and
Webinar Videos FREE
15. experience is the brand
we are in the business
of selling emotions
not stuff
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22. we don’t want coffee
we want “the 3rd place”
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of course, Starbucks
doesn’t sell coffee… you
can get it cheaper and
faster at McDonalds
23. we don’t want cheap shoes
we want the best service
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Zappos isn’t the
cheapest but 75% of its
business is repeat
customers
24. we don’t want cheap flights
we want to feel human
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We choose SouthWest
Airlines over cheaper
operators because they
won’t treat us like s**t
25. we don’t want cheap
accommodation
we want to get to know
the locals
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We choose Airbnb and
Couchsurfing because
we crave the human
experience
26. experience is the brand
we value the
experience more
than the brand or the
product
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34. Experience is the Brand
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That’s all they will
remember,
that’s all they will share
35. experience is the brand
let’s look inside Brand
Experience… at the 3
core elements of
BRAND DNA
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36. experience is the brand
1. marke2ng truths
2. decoding brand DNA
3. how brand happens
4. goodbye Ogilvy
5. hello Brand Experience
6. access the case studies
GRAHAMDBROWN.COM
37. PEOPLE
METRICS
85%
of brand happens in daily interac2on (tweets, status
updates, content shares, conversations between
customers, between customers and employees)
PEOPLE
CULTUREMETRICS
Brand
Experience
CULTURE
Brand= People + Culture + Metrics
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38. experience is the brand
so here’s the hard
part for traditional
marketers…
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39. you can spend millions on
ad campaigns….
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40. …all bets are off
…but as soon as your customer
interacts with your frontline staff
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43. you can’t build a positive brand experience
spending $millions on your ad agency
…and cents on your people
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44. experience is the brand
brand starts in the
recruitment process…
your people are your
brand
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45. your first fans are…
your own people
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that’s right, these people
now have more power to
shape your brand
experience than the ad
agency
46. experience is the brand
brand starts inside
your company with
your company
culture…
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53. experience is the brand
brand is not a
strategy…
it’s who you are
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54. In this ever-changing society, the most
powerful and enduring brands are
built from the heart.
They are real and sustainable. Their
foundations are stronger because they
are built with the strength of the
human spirit,
not an ad campaign.
– Howard Schultz,
CEO Starbucks
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55. experience is the brand
1. marke2ng truths
2. decoding brand DNA
3. how brand happens
4. goodbye Ogilvy
5. hello Brand Experience
6. access the case studies
GRAHAMDBROWN.COM
56. experience is the brand
old school
BRANDING:
manufactured brand
narratives don’t work
anymore
GRAHAMDBROWN.COM
74. Brand Experience: Build a Brand Worth Talking About
Join 2,300 marketers at the Brand Experience Academy
get access my latest Case Studies, Presentations and
Webinar Videos FREE
75. dialog is out there…
whether you like it or not
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83. experience is the brand
1. marke2ng truths
2. decoding brand DNA
3. how brand happens
4. goodbye Ogilvy
5. hello Brand Experience
6. access the case studies
GRAHAMDBROWN.COM
84. so, say goodbye to the last century
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We need to stop
hanging on to ideas that
worked for a different
era
85. The days of
ARE OVERwinning awards
and Tony the Tiger
Sorry
guys!
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98. experience is the brand
1. marke2ng truths
2. decoding brand DNA
3. how brand happens
4. goodbye Ogilvy
5. hello Brand Experience
6. access the case studies
GRAHAMDBROWN.COM
99. experience is the brand
…and welcome to the
real world…
of brand experience
GRAHAMDBROWN.COM
100. hello to people not consumers…
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If we want to engage
them, let’s start calling
them what they are -‐
people not consumers
125. experience is the brand
1. marke2ng truths
2. decoding brand DNA
3. how brand happens
4. goodbye Ogilvy
5. hello Brand Experience
6. access the case studies
GRAHAMDBROWN.COM
128. Brand Experience: Build a Brand Worth Talking About
Join 2,300 marketers at the Brand Experience Academy
get access my latest Case Studies, Presentations and
Webinar Videos FREE
129. Get this EXPERIENCE IS THE BRAND PDF Presentation FREE…
…when you order my BRAND LEADERSHIP MANUAL
www.GrahamDBrown.com/manual-bonus-exp
NOTE: EXCLUSIVE SLIDESHARE OFFER
(you won’t find this on my site)
click here