These are the visuals from a presentation I delivered to a group of owners of UK independent financial advice (IFA) practices on 19 November. You'll see that the issue I was invited to address was 'How to build an Independent Financial Advice (IFA) brand' but, soon, the question shifts to 'How to build a brand these days'.
41. Because the mass media model of communication is disintegrating Brands no longer ‘control’ consumption of messages about their businesses
42. Because the mass media model of communication is disintegrating Brands no longer ‘control’ consumption of messages about their businesses Consumers no longer depend on a small number of media channels
43. Because the mass media model of communication is disintegrating Brands no longer ‘control’ consumption of messages about their businesses Consumers no longer depend on a small number of media channels People create and realise their own networks of individuals and organisations with common interests
44. So to build a successful brand these days means your business must make a positive social contribution wherever people congregate
45. So to build a successful brand these days means your business must make a positive social contribution wherever people congregate Whether that’s individually, in groups, in real-life or online
51. Covester.com enables people to congregate and connect around a common interest - investing But it also enables them to track and invest in each others portfolios
53. TripAdvisor.com enables people to congregate around a common interest – travel People share their experiences of destinations and, by doing so, create a rich source of valuable travel information for one another
55. Getsatisfaction.com enables businesses to create support communities among customers By doing so, brands enable customers to help customers use their products and service AND they gain incredibly valuable insight
56. So back to the original issue How to build an IFA brand
57. Just think about the amount of work it takes to stay in touch with all your existing clients...
71. Sources & Acknowledgements Slide 1 and used throughout: Landscape image of borderland between Tuscany and Lazio used throughout: Storm Crypt's photostream at Flickr.com Slides 10-14: Road-signimage: Splorp's photostream at Flickr.com Slide 16 and used throughout: The brand model referred to throughout can be found in Wally Olins: The Brand Handbook (Thames & Hudson, 2008) available here: Amazon.co.uk Slides 41-50: Screengrab from animation of the new communications landscape created by Bond & Coyne Associates in collaboration with MRM