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Future of a Brand

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This presentation covers how a "brand" has changed over the years and what marketers are now responsible for to assure their brands are growing, beautiful and meet the needs of the customer.

This presentation covers how a "brand" has changed over the years and what marketers are now responsible for to assure their brands are growing, beautiful and meet the needs of the customer.

Published in: Marketing, Business, Technology

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  • 1. The Future of a Brand @joannalord www.BigDoor.com SEL Summit, 2014 Joanna Lord CMO BigDoor
  • 2. WHAT MAKES A BRAND?
  • 3. Things have changed. BRAND = “TRADEMARK” The first definition of “brand” is the name given to a product or service from a specific source. Traditionally the logo, colors, and possibly voice of brand. Brand identity at it’s purest. BRAND = “THE BRAND” The intangible sum of a product’s attributes. Marketers realized that they could create a specific perception in customers’ minds concerning the qualities and attributes of each non-generic product or service. BRAND = “BRAND” What your prospect thinks of when he or she hears your brand name. All the things: product, company, team, community, marketing, voice, affinity identity. More powerful than ever is seeding loyalty and community. 19TH CENTURY 20TH CENTURY 21ST CENTURY
  • 4. What makes a brand today?
  • 5. Driven by ever more demanding customers, pushed by emerging market competitors, and inspired by companies like Apple, many businesses are re-discovering the power of creativity and design, increasing investment in innovation, and trying to better understand how brands drive their business.
  • 6. Top Brands of Today
  • 7. Top Brands of Today : Nike
  • 8. Top Brands of Today : Google
  • 9. So how do they do it?
  • 10. It’s time to rethink the responsibility of the brand.
  • 11. Present a value exchange beyond the product. #1
  • 12. Create intelligent connections. #2
  • 13. Are agile. #3
  • 14. Empowers consumers & build a brand with them. #4
  • 15. Empowers the consumer & build a brand with them. “It’s all about “Permission Marketing.” Which is shorthand for understanding the boundaries for brands in a world where customers are in control. We believe the next step along this curve will be the notion of digital permission: the granting of rights by customers within the digital world.” - Seth Godin
  • 16. Understands loyalty matters & goes both ways. #5
  • 17. Understand loyalty matters & goes both ways. Choice is changing. “The two key drivers of brand value are choice (role of brand) and loyalty (brand strength). Both are significantly affected by the post-digital world. Purchase decisions are becoming more fluid, better informed, and dynamic. There is always someone a “step ahead” of you, and easy access to other user experiences and long-term opinions affects the assumptions of loyalty. Both of these trends provide significant opportunities for marketers, and brand experience holds the key to maximizing the opportunities. - Harvard Business Review
  • 18. The biggest brands of tomorrow get this.
  • 19. The biggest brands of tomorrow get this.
  • 20. And they are set up to succeed.
  • 21. Is your brand set up to stand out?
  • 22. It’s not what you promise. It’s what you deliver.
  • 23. thank you for listening to me ramble. questions? lets hear ‘em or tweet me at @joannalord Joanna Lord, CMO of BigDoor @joannalord www.BigDoor.com