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Brand as Demand Accelerator for Future Industries Slide 1 Brand as Demand Accelerator for Future Industries Slide 2 Brand as Demand Accelerator for Future Industries Slide 3 Brand as Demand Accelerator for Future Industries Slide 4 Brand as Demand Accelerator for Future Industries Slide 5 Brand as Demand Accelerator for Future Industries Slide 6 Brand as Demand Accelerator for Future Industries Slide 7 Brand as Demand Accelerator for Future Industries Slide 8 Brand as Demand Accelerator for Future Industries Slide 9 Brand as Demand Accelerator for Future Industries Slide 10 Brand as Demand Accelerator for Future Industries Slide 11 Brand as Demand Accelerator for Future Industries Slide 12 Brand as Demand Accelerator for Future Industries Slide 13 Brand as Demand Accelerator for Future Industries Slide 14 Brand as Demand Accelerator for Future Industries Slide 15 Brand as Demand Accelerator for Future Industries Slide 16
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Brand as Demand Accelerator for Future Industries

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In this session with Dirk Schart, you'll learn how to use your Brand as a Demand Accelerator for future Industries and emerging tech. Our future technologies often suffer from slow adoption and reluctance to change on the user side. Who understands the special features of the shift in the audiences will jump over it faster and conquer the markets.

- How to "cross the chasm" in new technology markets by building a strong startup brand

- Simplify Market Engineering with frameworks as the foundation for your brand

- Help your sales teams to sell easier, faster and at lower cost by using the brand as demand accelerator

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Brand as Demand Accelerator for Future Industries

  1. 1. BRAND AS DEMAND ACCELERATOR FOR FUTURE INDUSTRIES DIRK SCHART
  2. 2. REACH 2020 DIRK SCHART ▸ CMO & President @ RE’FLEKT, Sunnyvale/CA ▸ Mentor @ German Accelerator Silicon Valley ▸ Co-founder @ MobilityOS ▸ CEO @ HyperloopTT Digital Innovation Lab ▸ Product Owner Augmented Windows ▸ Communications @ SkyWork ▸ Author of two books about AR & Marketing
  3. 3. TEXT 3 THINGS WE TALK ABOUT: ▸ Challenges of emerging tech and future industries ▸ Market Engineering as the foundation for your brand ▸ Brand as demand accelerator and trust builder
  4. 4. CHALLENGES OF EMERGING TECH AND FUTURE INDUSTRIES CROSSING THE CHASM Enthusiasts Visionaries Pragmatists Conservatives Skeptics Early Markets Mainstream Markets THE CHASM ‣ Technology ‣ Features ‣ Evaluation ‣ Solutions ‣ Enterprise ready ‣ Value RELEVANCE CREDIBILITY DEMAND
  5. 5. CHALLENGES OF EMERGING TECH AND FUTURE INDUSTRIES CROSSING THE CHASM Enthusiasts Visionaries Pragmatists Conservatives Skeptics Early Markets Mainstream Markets THE CHASM ‣ Technology ‣ Features ‣ Evaluation ‣ Solutions ‣ Enterprise ready ‣ Value RELEVANCE CREDIBILITY DEMAND 1.Understand your market and the shift in the audience 2.Grow with your customers from “early” to “mainstream” 3.Use your Brand to drive relevance, credibility and demand
  6. 6. MARKET ENGINEERING MARKET SEGMENTATION Check the Frameworks ▸ Collect market and applications opportunities ▸ Use hypothesis and test cards to validate ▸ Avoid a “tunnel vision”
  7. 7. MARKET ENGINEERING BEACHHEAD MARKET ▸ Narrow the market opportunities to 5 to 10 ▸ De fi ne that one pin, your beachhead ▸ Check which other pins can you hit without additional effort
  8. 8. MARKET ENGINEERING UNDERSTAND YOUR AUDIENCE FROM “EARLY” TO “MAINSTREAM” ‣ Innovation Manager ‣ R&D Manager ‣ CIO ‣ Business Manager ‣ IT Manager Industry: Manufacturing Vertical: Medical (Machinery, Energy) Size: 1,000+ employees Geography: Western Europe, NAM Key Stakeholders / Buyers CIO Business Line Manager or VP, Director, Head of Training, Service Product: not bigger than a car Data: CAD avaipable (for ONE) Need: Business case/strategy COMPANY Medtronic plc is a medical device company that generates the majority of its sales and profits from the U.S. healthcare system but is headquartered in the Republic of Ireland for tax purposes. Medtronic has an operational and executive headquarters in Fridley, Minnesota in the U.S. PRODUCTS Medical technology, services and solutions: • Cardiac & vascular • Diabetes • Minimally invasive therapies • Restorative therapies NUMBERS Revenue: $30.6B R&D Budget: $2.3B Employees: 90,000+ Countries: 150+ Manufacturing Sites: 76
  9. 9. MARKET ENGINEERING POSITIONING & MESSAGING MATRIX ▸ WHAT (our company is) ▸ WHY (compelling reason to buy) ▸ HOW (technology, product, category) ▸ FOR (target customer) ▸ THAT (value, problem solving) ▸ UNLIKE (primary competitor)
  10. 10. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR BRAND ACCELERATES DEMAND Hard to measure Easy to measure Maybe to measure BRAND DEMAND ‣ Relevance ‣ Trust ‣ Credibility ‣ Faster ‣ Easier ‣ Lower cost
  11. 11. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR IMPACT OF YOUR BRAND ON TRUST & DEMAND TRUST/CREDIBILITY DEMAND MEDIA COVERAGE ANALYST REPORT WORD OF MOUTH TRUSTED VENDOR COMMUNITY BUILDING TALKS THOUGHT LEADER
  12. 12. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR BRAND INCREASE SALES OPPORTUNITIES RELEVANCE ‣ PROMISE ‣ TEAM ‣ MEDIA ‣ ON THE RADAR ‣ ON VENDOR LIST ‣ CONSIDERABLE PLAYER KPI INPUT OUTPUT
  13. 13. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR BRAND HELPS SALES TO SELL FASTER RELEVANCE ‣ PROMISE ‣ TEAM ‣ MEDIA ‣ ON THE RADAR ‣ ON VENDOR LIST ‣ CONSIDERABLE PLAYER TRUST ‣ SHOW SKILLS ‣ RELATIONSSHIPS ‣ APPEARANCE ‣ EASIER ENTRY FOR SALES ‣ ANALYST REPORTS ‣ FASTER DECISION MAKING KPI INPUT OUTPUT
  14. 14. BRAND AS DEMAND ACCELERATOR & TRUST GENERATOR BRAND REDUCES ACQUISITION COST RELEVANCE ‣ PROMISE ‣ TEAM ‣ MEDIA ‣ ON THE RADAR ‣ ON VENDOR LIST ‣ CONSIDERABLE PLAYER TRUST ‣ SHOW SKILLS ‣ RELATIONSSHIPS ‣ APPEARANCE ‣ EASIER ENTRY FOR SALES ‣ ANALYST REPORTS ‣ FASTER DECISION MAKING CREDIBILITY ‣ THOUGHT LEADER ‣ ANALYST MAPS ‣ WORD OF MOUTH ‣ VENDOR SELECTION ‣ LESS SALES EFFORT ‣ VIRALITY KPI INPUT OUTPUT
  15. 15. KEY TAKE-AWAYS BRAND HELPS TO SELL MORE, FASTER AND AT LOWER COST ▸ More market engineering leads to better foundation ▸ Investment in brand accelerates demand ▸ Feedback from the demand side is valuable input for the market side
  16. 16. A BRAND IS NOT JUST A LOGO - IT'S YOUR MOST IMPORTANT ASSET MARC BENIOFF THANK YOU! www.dirkschart.com dirk.schart@re- fl ekt.com @DirkSchart
  • nextluxe

    Jan. 6, 2021

In this session with Dirk Schart, you'll learn how to use your Brand as a Demand Accelerator for future Industries and emerging tech. Our future technologies often suffer from slow adoption and reluctance to change on the user side. Who understands the special features of the shift in the audiences will jump over it faster and conquer the markets. - How to "cross the chasm" in new technology markets by building a strong startup brand - Simplify Market Engineering with frameworks as the foundation for your brand - Help your sales teams to sell easier, faster and at lower cost by using the brand as demand accelerator

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