Status Quo Disrupted: Brand Transformation Lessons that Drive Results
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Status Quo Disrupted: Brand Transformation Lessons that Drive Results

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Anaezi Modu of REBRAND believes customer experience must be the core focus of all decisions you make about your brand in order to succeed over time. In this session you will learn: ...

Anaezi Modu of REBRAND believes customer experience must be the core focus of all decisions you make about your brand in order to succeed over time. In this session you will learn:

• Time-tested secrets of strong, successful brands and effective transformations
How the “walls” between industries are breaking and how to take advantage of those
• How universal, human emotions are still at the core of loyal, long-term customers
• How to integrate mobile and social media tools smartly to build real brand value
• How to bring your brand and customers back into clear focus and deliver on what makes you unique and valuable

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  • 1. Status Quo Disrupted: Brand Transformation Lessons that Drive Business Results
    AnaeziModu of REBRAND™ believes customer experience must be the core focus of all decisions you make about your brand in order to succeed over time. In this session you will learn:
     
    • Time-tested secrets of strong, successful brands and effective transformations
    • How the “walls” between industries are breaking and how to take advantage of those
    • How universal, human emotions are still at the core of loyal, long-term customers
    • How to integrate mobile and social media tools smartly to build real brand value
    • How to bring your brand and customers back into clear focus and deliver on what makes you unique and valuable
  • 2. Status Quo Disrupted
    Brand Transformation Lessons That Drive Business Results
    SPEAKER:Anaezi Modu, Founder & CEO REBRAND™ and the annual REBRAND 100® Global Awardshttp://www.rebrand.comMODERATOR:Alli Libb, American Marketing AssociationPRESENTED BY:American Marketing Associationhttp://www.marketingpower.comSPONSORED BY: Aquent http://www.aquent.com
  • 3. Key question:
    Who cares about branding anyway?
  • 4. Who cares bout branding anyway…?
    }
    . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
    $121.51 billion: market cap with brand value
    $69.32 billionbrand value
    . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
    $52.19 billion: market cap
    Source:Interbrand Best Global Brands 2009Bloomberg Businessweek
  • 5. What we’ll touch on today
  • 6. To Cover…• Customer experience • Mobile-social smart • Brand transformation case studies• Additional free resources
    We’ll cover• Secrets of strong brands • Trends we see • Falling industry “walls” • Human at core
  • 7. How we define a brand
    “… we’re all emotional, intuitive beings, despite our best efforts to be rational.” ~Marty NeumeierThe collection of how your audience feels about you, your company, and your products and services. Tangible and intangible factors weigh into this. Individuals, geographic locations, and environments can also be brands. You already have a brand. You’re better off influencing the perception and experience folks have about your brand to the best of your ability.
  • 8. How we define a brand
    Social media presence and engagement -- OR -- conspicuous absence matters
  • 9. How we define a brand
    Mobile provides increased opportunities toengage, serve, and build brand value
  • 10. When and why to rebrand?
    Avoid unless absolutely, positively, necessary!Then start with a clear, focused brand brief and plan, and follow through to implementation and beyond
  • 11. Game-changing trends
    • Simplification • Emotional connection • Breaking against “type” • Concise and plain language
    • Customers are driving• Sustainability, social responsibility• Multi-modal engagement• Private label battle of the fittest
  • 12.
  • 13.
  • 14. The strong survive. And thrive.
    Qualities of the best brands:
    • Distinct
    • Bold
    • Address clear, human needs
    • Continually evolve
    • Connect with and inspire emotion
    • Best, leading, only -- at something
    • Singularly focused
    • Engender trust
  • 15. The customer is driving
  • 16. Brand core focus: customer experience
    Discover and embrace trends and opportunities revealed through all customer touchpoints. Cut through clutter.What makes you unique? Do you deserve my time, money, and loyalty?Why should I tell my friends and family about you?Is your brand
    • Distinct
    • Focused
    • The best quality and value
    • Solving a problem
    • Chosen… continually
  • 17. Anyone can evolve
    “...shift the focus beyond price to the emotional benefits of shopping at Walmart and the shopping experience.”
  • 18. Before and……………After
  • 19. Industry “walls” are falling
  • 20. Customer experience “walls” are falling between industries and brands
    Initial connection with brands increasingly online
    • One doorway to one expected experience level
    • No delineation between pharma vs banking vs retail
    • It’s all about “my needs” not yours
    • 1 million customers or 1 customer… serve me now
    • Don’t make me think… too much
  • 21. GUESS WHO?
    JOY IS INNOVATION.
    JOY IS FREEDOM.
    JOY IS MOVING.
    JOY IS TIMELESS.
    JOY IS AESTHETIC.
    JOY IS AND. NOT OR.
    JOY IS FUTURE PROOF.
  • 22.
  • 23. SheerDriving Pleasure
  • 24. Opportunity: observe personal quirks and interests
    Photos courtesy: diverseinsights.com
  • 25. So you want to evolve, transform?
  • 26. Steps to rebranding effectively
    Start with a brand brief to succeed, and thenanswer these three questions:• Who are you?
    • What do you do?
    • Why does it matter?
  • 27. Steps to rebrand effectively
    Phases:• Discovery • Strategy• Concept• Design• Design extension and applications• Implementation at all touchpoints• Monitor and evolve
  • 28. Mobile and social media, no hype.
    Dial down the frenzy.
  • 29. Building your brand smartly with mobile and social media tools
    Mobile:
    More opportunities to be present, of value and of service
    • SMS (text messaging/campaigns)
    • Apps
    • Mobile internet
    • Blue tooth/location-based networking
    • Other devices e.g. iPad, Kindle, more…
  • 30. Building Your Brand Smartly With Mobile and Social Media Tools
    Social Media:
    What’s old is new again as tools evolve
    • Be where your customers are
    • Identify goals and map strategy
    • Try one, then two, three ONLY if aligned
    • It’s not too late
    • There’s no popularity contest
    • Beware of “experts”
    • Test, adapt, and evolve
  • 31. Case studies
  • 32. Case Study:Love 146 - emotional connection, story-telling
    Before
    After
    evolve. transform. thrive.
  • 33. Case Study:Nike Golf - sustainability (with more shelf presence)
    Before
    After
    evolve. transform. thrive.
  • 34. Case Study:Once Online - breaking banking “type”
    After
    Before
    evolve. transform. thrive.
    After
  • 35. Case Study:Global Encounters - distinctly against type
    After
    Before
    evolve. transform. thrive.
  • 36. Case Study:Via Roma - new private label game on
    After
    Before
    evolve. transform. thrive.
  • 37. Case Study:Greenway - new private label game on
    Before
    evolve. transform. thrive.
    After
  • 38. P&G beta eStore: www.pgestore.com
    evolve. transform. thrive.
  • 39. Free resources, links, and downloadable bonuses for webinar attendees available
    until June 1 only:
    http://www.rebrand.com/MarketingPower
    • 27 Rebranding Mistakes to Avoid (pdf)• Links to full versions of case studies presented• Key Content Marketing Trends and Predictions for 2010 (pdf)
    • Social Media Marketing Report (pdf)• And more
  • 40. Thank You!
    SPEAKER:Anaezi Modu, Founder & CEO REBRAND™ and the annual REBRAND 100® Global Awards http://www.rebrand.com
    evolve@rebrand.com twitter.com/REBRANDing facebook.com/REBRANDing
    MODERATOR:Alli Libb, American Marketing AssociationPRESENTED BY:American Marketing Associationhttp://www.marketingpower.comSPONSORED BY: Aquent http://www.aquent.com