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Building an Iconic Brand in the New Era of Empowered Consumers<br />September 14, 2010<br />
“The times are they are a-changing”<br />In the new era of marketing, leading brandsengage with people, and in doing sobui...
A Brand’s Goal is to Build Trust and Transactions<br />CONGRUENCY<br />CARE<br />CREDIBILITY<br />
The Evolution of Marketing<br />
Evolution of M&M’s Marketing Strategy Across the Eras<br />
Shifting Marketing Approach into the Relationship Era<br />Technology<br />Your Brand’s Purpose<br />Market Demand<br />Cr...
Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Co-Create Offering...
Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Listen<br />
Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Attract and Inspir...
Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Lead A Movement<br />
Sometimes, You Just Let Word-of-Mouth Take its Own Course!<br />
Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Learn and Adapt<br...
Five Tips for Success in the Relationship Era<br />1. Clarify Purpose<br />2. Commit to Sustainable Relationships<br />3. ...
1. Clarify Purpose<br />
QualityOur relentless commitment<br />ResponsibilityIn the hands of our associates<br />MutualityCloser to our customers<b...
3. Connect with Authenticity<br />
4. Engage<br />
5. Treat Customers as Partners<br />
Key Take Aways…<br /><ul><li> It’s all about a two way relationship… In relationships, trust is paramount to    success an...
Closing Keynote: "M&Ms -- The Transformation of a Mega Brand…From Candy to a Personal Experience"
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Closing Keynote: "M&Ms -- The Transformation of a Mega Brand…From Candy to a Personal Experience"

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iMedia Brand Summit - Sept 2010
Shifts in consumer media consumption habits are reshaping the ways marketers can—and must— build relationships with consumers. Moreover, the expansion of digital into every aspect of our lives has caused fundamental changes in how people interact with brands, what they expect of brands, and the role marketing plays in their lives.

The Relationship Era is here. Brands must form deeper connections and reach people on a different level, and trust and meaningful connections with consumers are the keys to success.

Over the last 60 years, M&Ms has grown into a mega brand that is now sold in over 100 countries. M&Ms marketing efforts have evolved from purely functional benefits (“Melts in your mouth, not in your hand”) to more personalized, lifestyle-focused efforts. Mars treats customers as partners, and has tapped emerging technology and platforms, like e-commerce and mass customization, for product development and customer satisfaction.

Join Jim Cass to discuss the Relationship Era, what it has meant for the brand, and where they are going next.

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Transcript of "Closing Keynote: "M&Ms -- The Transformation of a Mega Brand…From Candy to a Personal Experience""

  1. 1. Building an Iconic Brand in the New Era of Empowered Consumers<br />September 14, 2010<br />
  2. 2. “The times are they are a-changing”<br />In the new era of marketing, leading brandsengage with people, and in doing sobuild sustainable relationships – ones that involvehigh levels of trust and transaction.<br />
  3. 3. A Brand’s Goal is to Build Trust and Transactions<br />CONGRUENCY<br />CARE<br />CREDIBILITY<br />
  4. 4. The Evolution of Marketing<br />
  5. 5. Evolution of M&M’s Marketing Strategy Across the Eras<br />
  6. 6. Shifting Marketing Approach into the Relationship Era<br />Technology<br />Your Brand’s Purpose<br />Market Demand<br />Create Marketing Plan<br />Advertise and Promote<br />Create Marketing Plan<br />Advertise and Promote<br />Develop Offerings<br />Test in Market<br />Develop Offerings<br />Test in Market<br />Measure<br />Measure<br />Attract and Inspire<br />Learn and Adapt<br />Co-create Offerings<br />Listen<br />Lead A Movement<br />
  7. 7. Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Co-Create Offerings<br />
  8. 8. Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Listen<br />
  9. 9. Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Attract and Inspire<br />NBC Interstitials 2004<br />M-Azing Apprentice 2005<br />Dick Clark New Year's Eve 2003<br />ET Tie-Ins 2006<br />
  10. 10. Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Lead A Movement<br />
  11. 11. Sometimes, You Just Let Word-of-Mouth Take its Own Course!<br />
  12. 12. Attract and Inspire<br />Learn and Adapt<br />Lead A Movement<br />Co-create Offerings<br />Listen<br />Learn and Adapt<br />1: Direct traffic<br />2: Referred Traffic <br />3: Search Traffic <br />
  13. 13. Five Tips for Success in the Relationship Era<br />1. Clarify Purpose<br />2. Commit to Sustainable Relationships<br />3. Connect with Authenticity<br />4. Engage<br />5. Treat Customers as Partners<br />
  14. 14. 1. Clarify Purpose<br />
  15. 15. QualityOur relentless commitment<br />ResponsibilityIn the hands of our associates<br />MutualityCloser to our customers<br />EfficiencyGreater focus on fewer priorities<br />FreedomModel for growth and profit<br />2. Commit to Sustainable Relationships<br />Commitment to the customer, quality, ingenuity, & the team<br />Accomplishment, Pride, Recognition, and <br />Team Spirit<br />The ability to have fun doing fulfilling work, in a flexible environment, with opportunities for growth.<br />Hard working, talented associates <br />committed to the customer, working in a fast-paced <br />open office with a ‘sky’s the limit!’ attitude<br />
  16. 16. 3. Connect with Authenticity<br />
  17. 17. 4. Engage<br />
  18. 18. 5. Treat Customers as Partners<br />
  19. 19. Key Take Aways…<br /><ul><li> It’s all about a two way relationship… In relationships, trust is paramount to success and sustainability To foster trust… thinking deeply about your purpose</li></li></ul><li>Thanks!<br />
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