(Graham Brown mobileYouth) No More Brand Equity...please

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
Kill Your Brand Manager

CHANGE
“We’re moving from an era of finding Customers for Products to one of finding Products for Customers” (SETH GODIN)

End of Brand Equity
Awareness means little
Relevance means evertyhing

Forget Brand Equity
Minimal advertising
1 million fans in the monster army
More profitable per employee than Apple
Minimal Awareness Maximum Relevance
twitter: grahamdbrownwww.CustomersAreTheBrand.com

BRAND MANAGEMENT
…is DeadCustomers Are the Brand

CHANGE
Customers cannot be managed
Your role is to find new ways to connect them

ATTENTION
95% of Marketing is Ignored
The question for marketers is: How do I become MORE RELEVANT?

Paid vs Earned Media
GREAT YOUTH BRANDS HAVE PASSIONATE FANS BECAUSE ANSWERING THIS QUESTION IS THE HEART OF THEIR BUSINESS AND NOT PART OF SOME “SOCIAL MEDIA” STRATEGY

Mediocre brands focus 100% of their energy on 100% of the market
90% vs 10%

RECOMMENDED
Check out this presentationYouth Attention Economy
WNLOAD FROM WWW.MOBILEYOUTHNET.COM

How Big is Your Farm?

RELEVANCE
Every customer asks this of your marketing:“Where am I in this story?”

Change the Narrative
Companies need to stop telling stories about their brands and start helping customers tell theirs

RECOMMENDED
CHECK OUT THESE
PRESENTATIONS ON
BRAND STORYTELLING
“NOW I CAN DRINK ME” &“RUN WITH THE LITTLE GUY”

RECOMMENDED
ALSO CHECK OUT THIS VIDEO
ON HELPING CUSTOMERS TELL
THE NARRATIVEPAID VS EARNED MEDIA
WWW.YOUTUBE.COM/MOBILEYOUTHTV

SOCIAL CURRENCY
“WE’RE NOT IN THE BUSINESS OF KEEPING MEDIA COMPANIES ALIVE… WE’RE IN THE BUSINESS OF CONNECTING OUR CUSTOMERS” (TREVOR EDWARDS VP GLOBAL BRAND NIKE)

Innovation
Where is your Department of Great Ideas?The Greatest Strength of the modern brand is to say “I don’t have all the answers”

RECOMMENDED
CHECK OUT THIS
PRESENTATION ON THE END
OF BRAND MANAGEMENT“CUSTOMERS ARE THE BRAND”

BUILD THE FEEDBACK LOOP
STOP TREATING THEM AS DESTINATIONS FOR YOUR MARKETING MESSAGESSTART TREATING THEM AS PARTNERS IN ITS PRODUCTION

By Graham Brown and partners
Graham Brown, author and speaker on emerging youth trends created this presentation with the input of the Youth Research Partners. YRP is a team of 10 youth specialists (insight and marketing agencies) covering the Americas, Asia, Africa and Europe.
YRP is managed by What Youth Think (the brains behind mobileYouth and other youth related projects).
www.YouthResearchPartners.com
If you like what you read, come join us on our 2010 world tour where we’ll share insights and ideas with you from around the world at our Young Ideas Salon.
www.YoungIdeasSalon.com
Graham Brown, founder and director What Youth Think
www.WhatYouthThink.com
www.mobileYouth.orgwww.GrahamDBrown.comwww.Twitter.com/GrahamDBrown
www.WhatYouthThink.com
www.YouthResearchPartners.com

http://www.mobileyouth.org	121
http://michaelbatistich.com	17
http://www.digital-marketer.net	14
http://www.slideshare.net	13
http://mobileyouth.posterous.com	7
http://brandpirates.tumblr.com	3
http://posterous.com	2
http://digital-brand-strategies.blogspot.com	2
http://digital-marketer.blogspot.com	2

(Graham Brown mobileYouth) No More Brand Equity...please

by Graham Brown (mobileYouth) on Feb 23, 2010

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(Graham Brown mobileYouth) No More Brand Equity...please — Presentation Transcript