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

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Graham Brown of WhatYouthThink.com shares insights from his work and themes featuring in the upcoming book CustomersAreTheBrand.com …

Graham Brown of WhatYouthThink.com shares insights from his work and themes featuring in the upcoming book CustomersAreTheBrand.com

Read the full post here
http://www.mobileyouth.org/post/kill-your-brand-manager/

Published in: Business, News & Politics

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  • 1. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    Kill Your Brand Manager
  • 2. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    CHANGE
    “We’re moving from an era of finding Customers for Products to one of finding Products for Customers” (SETH GODIN)
  • 3. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    End of Brand Equity
    Awareness means little
    Relevance means evertyhing
  • 4. 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
  • 5. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    BRAND MANAGEMENT
    …is DeadCustomers Are the Brand
  • 6. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    CHANGE
    Customers cannot be managed
    Your role is to find new ways to connect them
  • 7. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    ATTENTION
    95% of Marketing is Ignored
    The question for marketers is: How do I become MORE RELEVANT?
  • 8. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    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
  • 9. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    Mediocre brands focus 100% of their energy on 100% of the market
    90% vs 10%
  • 10. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    RECOMMENDED
    Check out this presentationYouth Attention Economy
    WNLOAD FROM WWW.MOBILEYOUTHNET.COM
  • 11. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    How Big is Your Farm?
  • 12. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    RELEVANCE
    Every customer asks this of your marketing:“Where am I in this story?”
  • 13. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    Change the Narrative
    Companies need to stop telling stories about their brands and start helping customers tell theirs
  • 14. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    RECOMMENDED
    CHECK OUT THESE
    PRESENTATIONS ON
    BRAND STORYTELLING
    “NOW I CAN DRINK ME” &“RUN WITH THE LITTLE GUY”
    WNLOAD FROM WWW.MOBILEYOUTHNET.COM
  • 15. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    RECOMMENDED
    ALSO CHECK OUT THIS VIDEO
    ON HELPING CUSTOMERS TELL
    THE NARRATIVEPAID VS EARNED MEDIA
    WWW.YOUTUBE.COM/MOBILEYOUTHTV
  • 16. 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)
  • 17. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    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”
  • 18. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    RECOMMENDED
    CHECK OUT THIS
    PRESENTATION ON THE END
    OF BRAND MANAGEMENT“CUSTOMERS ARE THE BRAND”
    WNLOAD FROM WWW.MOBILEYOUTHNET.COM
  • 19. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG
    BUILD THE FEEDBACK LOOP
    STOP TREATING THEM AS DESTINATIONS FOR YOUR MARKETING MESSAGESSTART TREATING THEM AS PARTNERS IN ITS PRODUCTION
  • 20. 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

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