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People don’t care
about your brand
@slidesthatrock
Seriously?
Yes, seriously!
People don’t care
about your brand
They care about
what you do for them!
Only 25% of American respondents in
a recent study said that brand loyalty
affected how they shopped
Source: Ernst & Young
1 in 4 customers would switch to a
different provider on the basis of a
single negative experience
Source: Thunderhead
Nearly half of those who described
themselves as highly loyal to a brand
were no longer loyal a year later
Source: NPD Group
What’s happening?
Biggest Complaint
Companies deliver something different
than what they promise upfront
Source: Accenture
Less than half of
consumers worldwide
trust advertising
Source: Harris Interactive
80% of consumers look
at online reviews before
making major purchases
Source: PriceWaterhouseCoopers
Consumers have become far more
willing to experiment with products,
as the amount of information out there
makes taking a chance far less risky.
!
James Surowiecki, The New Yorker
“
Oops!
Brands have run out of juice. They're
dead. Now the consumer is boss.
There's nowhere for brands to hide.
!
Kevin Roberts, Saatchi & Saatchi
“
What can you do?
A new logo?
Start tweeting?
More discounts?
How about this…
Back to Basics
Principles
3
Principles
3that never expire!
Sell something
people actually WANT
1
… and people will queue up
With the casino and the beds, our
passengers will have at least two ways
to get lucky on one of our flights.
!
Richard Branson, Virgin
“
Deliver CONSISTENTLY
on your promise
2
… and people will come back
The well-satisfied customer will bring
the repeat sale that counts.
!
James Cash Penney, J.C. Penney
“
Do it BETTER
than your competition
3
… and people will tell others
If you do build a great experience,
customers tell each other about that.
Word of mouth is very powerful.
!
Jeff Bezos, Amazon
“
People don’t care
about your brand
They care about
what you do for them!
Principles
3that never expire!
Sell something
people actually WANT
Deliver CONSISTENTLY
on your promise
Do it BETTER
than your competition3
2
1
and remember this…
There is only one boss. The customer.
And he can fire everybody in the
company from the chairman on down,
simply by spending his money
somewhere else.
!
Sam Walton, Wal-Mart
“
slidesthatrock.com
Slides That Rock
This presentation was created by
@slidesthatrock

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