Chapter 2 of 7 on the digital-social revolution. Covering the emergence of Brand as a key differentiator in building business value. The term "brand" is often misinterpreted as simply referring to a visual identity. It is so much more - it is the experience people have of your organisation, it is the connection that they feel and most importantly it is the reason customers buy. This share explores brand and its significance in building equity. References include: The New Zealand All Blacks (and rugby), Harley Davidson, Apple, Virgin Atlantic, Lego, IBM, Air New Zealand safety videos, and Spotify. It references work from Idris Motee, Fast Company & Millward Brown.

1. 7 STEPS TO NAVIGATE
THE DIGITAL-SOCIAL REVOLUTION
EXPANDED VERSION
2. THE POWER OF BRAND EQUITY

2. KNOWING WHAT YOU STAND FOR IS…
THE POWER OF
BRAND EQUITY.

3. 2. KNOW WHAT YOU STAND FOR
UNDERSTAND
THE POWER OF
BRAND EQUITY
FOR MANY OF 4.4 MILLION PEOPLE IN NEW ZEALAND…

4. 2. KNOW WHAT YOU STAND FOR
THAT EQUITY IS
IN THE GAME
THEY PLAY
AND NATIONAL
TEAM THEY
SUPPORT.

5. 2. KNOW WHAT YOU STAND FOR
UNDERSTAND
THE POWER OF
BRAND EQUITY
SINCE 1905 – THEY HAVE BUILT…
A WORLD BEATING RECORD.

6. 30 test wins in a row on home
soil, is a world record
Double their opposition’s score
on average
75% of the time they win a test
match, that is 379 wins out of 501
82% of test matches won in the
last 10 years
80% of the time they’ve held the
no.1 international position

7. WHAT THEY ARE KNOWN FOR THOUGH IS SOMETHING ELSE.
THE HAKA – PERFORMED AT THE BEGINNING OF A MATCH

8. WHAT THEY ARE KNOWN FOR THOUGH IS SOMETHING
ELSE
A WAR CRY
THAT
CROSSES
CULTURES,
DATES BACK
GENERATIONS
AND
STIRS PASSIONS.

9. IN
BUSINESS,
YOUR
WHY
IS
WHAT
PEOPLE
BUY.

10. Acland St, St Kilda, VIC Australia - 2 Aug 2013
WHY IS…
A PERSONALITY.

11. WHY IS…
PERSONAL.

12. WHY IS…
AN ATTITUDE.

13. WHY IS… A POINT OF VIEW.

14. WHY IS… SOCIALLY CONNECTED.

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WHY IS… AN EXPERIENCE

16. WHY IS… EARNED OVER TIME.

17. AND WHY
HELPS PEOPLE DECIDE
WHAT
WORKS BEST FOR ME?
AND
FOR A BUSINESS?

18. YOUR WHY
IS
YOUR BRAND.
IDRIS MOTEE 2013

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KNOW WHAT YOU STAND FOR...
AND YOU CAN MAKE THE
ORDINARY
EXTRAORDINARY…

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AND DRIVE SUSTAINED MARKET
ADVANTAGE, WITH YOUR BRAND EQUITY.

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WHAT IS YOUR HAKA?
SO…

22. THANKS FOR YOUR ATTENTION.

23. 7 STEPS TO NAVIGATE
THE DIGITAL-SOCIAL REVOLUTION
CHAPTER 3
COMING SOON…

24. 3. DEVELOP
SALES CAMPAIGNS
THAT NURTURE
A RELATIONSHIP
HARD SELLING IS
BECOMING
DECREASINGLY
EFFECTIVE