Guest Lecture - 10/30/10 Northeastern University MBA

1. Great Brands are
human experiences.
NOT ads or logos.

2. @davidknies

3. dk@launchcontrolgroup.com

4. 20 years with great brands.
• ralph lauren
• de beers / hearts on fire
• microsoft / groove networks
• MLB / NBA / MLS / NFL / NHL / FIFA / IOC
• adidas / reebok
• cirque du soleil
• sony / nintendo / universal / disney

6. A Brand is a set of
human experiences.

7. Branding is
everything you do
that touches the customer.

8. How your Brand does
ANYTHING
is how it does
EVERYTHING.

9. Everything Communicates.

10. Brand Value is
what people say
about you after you’ve
left the room.

11. “Markets are conversations;
And, conversation is fire.
Therefore, Marketing is arson.”

12. IVORY TOWER Brands
vs.
HUMAN Brands.

13. The Towering Inferno.

14. “Welcome. Trust us.”

15. Tell you what to think.

16. Advertising is critical.

17. Propaganda.

18. Mange the media.

19. Engaging customers.

24. Brands become Human.

25. Everything changes.

26. 2-Way Conversations.

27. What’s your story?
Who are you telling it to?
What’s in it for them?
Why should they care?
Branding is fundamentally conversation.

28. What was the last thing you heard
about first from advertising?

30. How to be a HUMAN Brand.

31. 1. Look in the mirror.
What do you see?
Be honest.

36. Reliability.

38. “AT+T conversations don’t end
with “Goodbye”, they end with
“Hello? Hello? Hello?”

40. 2. Get out of the Tower, Princess!

44. 3. Know your customer.
You’ll find new opportunities.

45. Conversation / Ideas

46. Listening for Improvements.

48. EasyTone by Reebok.

49. 4. Make them happy.
If you do, they’ll tell others.
If you don’t, they’ll tell others.

52. 5. Get engaged.
Social media is your wingman.

54. Part Of Consumer’s Lifestyle.

55. 5. How you do anything is
How you do everything.

58. Customer Service.

59. 6. Conversation.
Not preaching.

62. 6. Repeat. You’re never done.

63. What’s your story?
Who are you telling it to?
What’s in it for them?
Why should they care?
Branding is fundamentally conversation.

64. “Markets are conversations;
And, conversation is fire.
Therefore, Marketing is arson.”

65. @davidknies

66. dk@launchcontrolgroup.com