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1. HELLO, FELLOW
TRAVELERSAugust 24, 2017

2. Pound for pound
the most effective
agency in America.

3. People care more
about themselves than
they care about brands.

4. People care more
about themselves than
they care about brands.

5. For a brand to matter,
it has to connect with
people’s hopes, dreams
and desires.

6. 6
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter

7. 7
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter

8. 8
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter

10. 10
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter

11. 11
If I had asked people what they
wanted, they would have said
faster horses.
Attributed to Henry Ford Pioneer of Mass Production

12. 12
His tone-deafness to
customers’ needs had a very
costly and negative impact on
[Ford’s] investors, employees
and customers.
Patrick Vlaskovitz Harvard Business Review, August 2011

13. 13
(They)didn’t say they wanted a
“safer” horse or a “more
comfortable” horse…They were
perfectly clear about what they
wanted: speed.
Matt Blumberg Author of “Startup CEO”

14. PERSONAL
CONTROL
PERSONAL
TRANSPORT
TAXIRIDESHARE

15. THE
WINNING
SPIRIT
CLOTHING
ATHLETIC
APPAREL
RUNNING
SHOES

16. GREAT TRAVEL
EXPERIENCES
TRAVEL & HOSPITALITY
BUSINESS
TRAVEL
AGENCIES
ONLINE
TRAVEL
AGENCIES

17. Source: B2B International

18. Source: Seth Godin
GROW
PROFIT
HAVE FUN
GAIN POWER
GAIN PRAISE
AVOID HASSLE
AVOID RISK

19. 19
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter

24. 24
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter

25. Source: McKinney
A “Growth Maslow”
Be seen by as many people as possible
Create distinctive brand assets
Stand for something relevant
Own why people come
to your category
Expand how the
category is defined
Make
it easy
to engage

27. 27

28. 28DESIRE
ACTION

29. 29DESIRE
ACTION

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35. 35

36. 36DESIRE
ACTION

37. 37DESIRE
ACTION

38. 38DESIRE
ACTION

39. Go forth and prosper.