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Your brand is a commodity.
 

Your brand is a commodity.

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    Your brand is a commodity. Your brand is a commodity. Presentation Transcript

    • Your brand is a commodity.follow me @adamkleinberghashtag #tractioncsv 1
    • 2
    • Psychology + Technology Ideas that Work 3
    • DIGITAL EMPOWERMENT ROI +ECONOMICSUPER-PRESSURE
    • COST COST COST PER THOUSAND PER ACTION PER CLICK COST PER IMPRESSION COSTCOST PER CONVERSIONPER LEAD COST COST PER TIME PER SALE COST
    • Brands are becoming commodities.
    • business intelligence? Rational Intuitive Analytical SubjectiveLooks at parts Looks at wholes
    • Optimization?
    • PerceptionPersuasionMotivation Desire
    • “50% of the things we should be doing for our brands are NOT predictably quantifiable.“ Scott Bedbury, former CMO of Nike and Starbucks
    • 83% of purchase decisions
    • The Marketing Funnel An incomplete model.Awareness Interest Consideration Purchase Loyalty 12
    • Whirlpool planning model It’s the brand experience that matters. Delight > Value Convert > Engage Share > Facilitate Brand ConsumerDiscover > Disrupt 13
    • What is the brand experience? 14
    • What we sell. 15
    • How we sell it. 16
    • (even if your name’s not Apple.) 17
    • How we look. 18
    • How we sound. 19
    • How we are relevant. 20
    • How we create interest.
    • Across every channel. 22
    • How we engage.
    • How we create value.
    • Pathway to possibilitiesThree steps to designing effective brand experiences
    • #1 use currencies to create value Moral Motive Economic Motive Pleasure Social Motive Tribal Motive 26
    • 27
    • #2 design for distributed consumption 28
    • #3 get your return on awesome 29
    • 30
    • 31
    • The brands that takes risks... will be the brands that win.
    • Write this down!!!Thanks.tractionco.com/bloglinkedin.com/in/adamkleinbergtwitter.com/adamkleinbergadam@tractionco.com415.962.5823 33