#FIRMday 15 May 2014 Tonic 'Do People Care About Your Brand'
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#FIRMday 15 May 2014 Tonic 'Do People Care About Your Brand'

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Tom Chesterton Direct at Tonic runs a session ‘Don’t think about your brand, think about your reputation’. In this session Tonic will look at the myths, home-truths and philosophy of brand and ...

Tom Chesterton Direct at Tonic runs a session ‘Don’t think about your brand, think about your reputation’. In this session Tonic will look at the myths, home-truths and philosophy of brand and communication. There is a better way, and it might be easier than you think.

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  • 1. HOW NOT TOBUILD YOUR BRAND
  • 2. MARVELLOUS MARKETING HYPERBOLE
  • 3. THISISTHE LANGUAGE OFOURINDUSTRY
  • 4. ‘AUDIENCE’
  • 5. ‘TALENTPIPELINES’
  • 6. ‘MESSAGE’
  • 7. ‘TARGET’
  • 8. ‘ENGAGE’
  • 9. ‘EXECUTE’
  • 10. ‘IMPACT’
  • 11. ‘FOLLOWERS’
  • 12. ‘LIKES’
  • 13. IT’STHE LANGUAGE OFFAILURE
  • 14. BECAUSEIT ASSUMESPEOPLE GIVE A MONKEY’S
  • 15. WHENTHE TRUTH IS PEOPLE DON’TREALLY CARE
  • 16. WHYNOT?
  • 17. EVERYTHINGNOWISONOURTIME
  • 18. WELIVEINAWORLD WHEREPEOPLEWATCH ANENTIRETVSEASON INONENIGHT
  • 19. WELIVEINAWORLDWHEREPEOPLEFEEL PISSEDOFF WHENTHEYGETAPHONECALL
  • 20. WELIVEINAWORLD WHERETHEREARELOTS OFPEOPLECOMPETING FOROURATTENTION
  • 21. 5,000
  • 22. THENUMBER OFADMESSAGES WEEACHSEEEVERYDAY
  • 23. 120 THEAVERAGENUMBEROFEMAILSRECEIVEDEACHDAY
  • 24. 5,000 THENUMBEROFTEXTMESSAGESSENTEACHMINUTEINTHEUK
  • 25. 90%
  • 26. 90%THEPERCENTAGEOFPEOPLEFROMANYGIVENGROUP WHOARENOTLOOKINGFORAJOBATANYGIVENPOINT
  • 27. WHATWEDOISNOT VITAL IT’S INCIDENTAL
  • 28. ALL OF THIS GETS IN THE WAY
  • 29. INCREDIBLE
  • 30. “MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVE GOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LETALONE ALLTHE BRANDS WE BUY.” *Bruce McColl,Global CMO,Mars
  • 31. COMPARED WITH HUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE SHALLOW
  • 32. WE’D LIKE TO THINK IT’S THIS
  • 33. WHEN THE REALITY IS SOMEWHAT DIFFERENT
  • 34. EEEEEEW!!
  • 35. BRAND≠RELATIONSHIP
  • 36. JUST BECAUSE PEOPLE ARE WILLING TO GIVE THEIR ATTENTION TO OTHER PEOPLE, DOESN’T MEAN THEY’RE WILLING TO GIVE IT TO YOUR BRAND.
  • 37. P2P RELATIONSHIPSHAPPENBETWEENPEOPLE
  • 38. YOUR PERSONAL RELATIONSHIPS ARE IMPORTANT HOW DO YOU HELP PEOPLE LIVE THEIR LIVES BETTER?
  • 39. BECAUSE THEY INFORM THE WAY PEOPLE FEELABOUTYOUR BRAND
  • 40. ‘WE STRUGGLE TO ATTRACT GREAT PEOPLE, BUT WHEN THEY MEET OUR TEAM IT’S EASY’ Toomanyemployerstoname
  • 41. RELATIONSHIPSARE HUMAN
  • 42. DO NOT TRY TO BE A MAN OF SUCCESS, STRIVE TO BE A MAN OF VALUE AlbertEinstein
  • 43. PUSHISDEAD.
  • 44. PUSHISDEAD. LIKEADODO.
  • 45. 1. YouaremorelikelytocompleteNAVYSEALtrainingthanclickabannerad. (Source:SolveMedia)  2. Only8%of internetusersaccountfor85%of clicksondisplayads(andsomeof themaren’tevenhumans!).  (Source:comScore) 3. Youaremorelikelytogetafullhousewhileplayingpokerthanclickonabannerad. (Source: SolveMedia)  4. Theaveragepersonisservedover1,700banneradspermonth.Doyourememberany? (Source: comScore)  5. YouaremorelikelytosummitMountEverestthanclickabannerad. (Source: SolveMedia)  6. Theaverageclickthroughrateof displayadsis0.1%. (Source: DoubleClick)  7. Youaremorelikelytobirthtwinsthanclickabannerad. (Source: SolveMedia)  8. About50%of clicksonmobileadsareaccidental. (Source: GoldSpotMedia)  9. You are more likely to get into MIT than click a banner ad.  (Source: Solve Media)  10. Youaremorelikelytosurviveaplanecrashthanclickonabannerad. (Source: SolveMedia) 
  • 46. SOCIAL NETWORKS AND MOBILE DEVICES HAVE BECOME THE GATEWAY DRUGS TO AWARENESS
  • 47. 10 20 30 % saying “yes” 40 50 2010 2011 2012 33 25 16 “Do you follow any companies or brands on any social networking sites such as Facebook or Twitter”
  • 48. Reason Number of Mentions* Sales / Discount / Coupons 56 Don’t Know 47 Like the Product 45 Content / Ideas 43 Keep Informed On New Products 35 Favorable Opinion of Company 29 News / Information 28 Humorous / Entertaining 18 Work There 18 Current Customer 17 Other 16 “Why do you enjoy following [first recalled brand] in particular?”
  • 49. WE USE SOCIAL NETWORKS & MOBILE DEVICES FOR LIGHTWEIGHT, QUICK CONSUMPTION
  • 50. YELLING!!!DOESN’T WORK
  • 51. AND HARD-SELLING DOESN’T WORK
  • 52. THE TRICK TODAY IS NOTTO SET OUT TO GRAB PEOPLE’S ATTENTION
  • 53. THE AIM SHOULD BE TO GRAB THEIR INTEREST INSTEAD
  • 54. FRIENDOFMINENOTFRONTOFMIND “FRIENDOFMINEAWARENESSISPREDICATEDONTHEFACTTHAT COMPANIESARECOMPETINGAGAINSTREALPEOPLEFORTHEATTENTION OFOTHERREALPEOPLE.TOSUCCEED,YOURPROSPECTIVECUSTOMERS MUSTCONSIDERYOUAFRIEND.ANDIF,LIKETHEIRFRIENDS,YOUPROVIDE THEMREALVALUERATHERTHANSIMPLYOFFERASERIESOFCOUPONS ANDCOME-ONS,THEYWILLREWARDYOURCOMPANYWITHLOYALTY ANDADVOCACY,THESAMEWAYSWEREWARDOURFRIENDS.” JAYBAER
  • 55. YOUNEEDTOBEHUMAN …NOTHING MAKES PEOPLE FEEL LOVED QUITE LIKE AN EMAIL FROM **PLEASE DO-NOT-REPLY TO THIS EMAIL AS THE MAILBOX DOESN’T ACCEPT INCOMING MESSAGES**
  • 56. YOU NEED TO BE HELPFUL …COMMIT RANDOM ACTS OF USEFULNESS
  • 57. YOU NEED TO BE VALUABLE …CONTENT IS THE KY JELLY OF THE BRAND RELATIONSHIP
  • 58. YOU NEED TO BE PERSONAL… YAHOO’S CMO KATHY SAVITT ON HER MARKETING APPROACH: “I’M A SOMEWHAT UNCONVENTIONAL CMO.ATTHE END OF THE DAY I VIEW MY JOB AS THE CHIEF CUSTOMER OFFICER… IT’S REALLYABOUTA MANIACAL FOCUS ON CUSTOMERS.”
  • 59. HAVEAVIEW
  • 60. TAKEAPOSITION
  • 61. MAKE ANEFFORT TO UNDERSTAND ME
  • 62. JUSTMAKEMEFEEL
  • 63. tonic-agency.com +44 20 7183 2556 +44 7740 804 385 @tomchesterton +Tom Chesterton