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Does 
Your 
Brand 
Have 
What 
It 
Takes 
To 
Deliver? 
Joanna 
Lord 
VP 
of 
Marke>ng 
@joannalord
WHAT 
MAKES 
A 
BRAND?
Things 
have 
changed.
Things 
have 
changed.
What 
makes 
a 
brand 
today?
“Driven 
by 
ever 
more 
demanding 
customers, 
pushed 
by 
emerging 
market 
compe>tors, 
and 
inspired 
by 
companies 
l...
Top 
brands 
of 
today.
Top 
brands 
of 
today: 
Nike.
Top 
brands 
of 
today: 
Google.
So 
how 
do 
they 
do 
it?
It’s 
>me 
to 
rethink 
the 
responsibility 
of 
a 
brand.
Present 
a 
value 
exchange 
beyond 
the 
product.
Create 
intelligent 
connec>ons.
Are 
agile.
“Simplify, 
grow, 
everyday.”
Empowers 
consumers 
& 
build 
a 
brand 
with 
them.
It’s 
all 
about 
“permission 
marke>ng.” 
Which 
is 
shorthand 
for 
understanding 
the 
boundaries 
for 
brands 
in 
a 
...
Understands 
loyalty 
& 
reciprocity.
Choice 
is 
changing. 
“The 
two 
key 
drivers 
of 
brand 
value 
are 
choice 
(role 
of 
brand) 
and 
loyalty 
(brand 
st...
The 
biggest 
brands 
of 
tomorrow 
get 
this.
And 
they 
are 
set 
up 
to 
succeed.
Is 
your 
brand 
set 
up 
to 
stand 
out?
It’s 
not 
what 
you 
promise, 
it’s 
what 
you 
deliver.
THANK 
YOU! 
QUESTIONS? 
Joanna 
Lord 
VP 
of 
Marke>ng 
@joannalord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
Does Your Brand Have What It Takes to Deliver? By Joanna Lord
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Does Your Brand Have What It Takes to Deliver? By Joanna Lord

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From the SMX East 2014 Conference in New York City, NY. SESSION: The Future Of A Brand. PRESENTATION: Does Your Brand Have What It Takes to Deliver? - Given by Joanna Lord, @joannalord, VP of Marketing - Porch. #SMX #13A

Published in: Marketing

Does Your Brand Have What It Takes to Deliver? By Joanna Lord

  1. 1. Does Your Brand Have What It Takes To Deliver? Joanna Lord VP of Marke>ng @joannalord
  2. 2. WHAT MAKES A BRAND?
  3. 3. Things have changed.
  4. 4. Things have changed.
  5. 5. What makes a brand today?
  6. 6. “Driven by ever more demanding customers, pushed by emerging market compe>tors, and inspired by companies like Apple, many businesses are re-­‐discovering the power of crea>vity and design, increasing investment in innova>on, and trying to be-er understand how brands drive their business.” Millward & Brown
  7. 7. Top brands of today.
  8. 8. Top brands of today: Nike.
  9. 9. Top brands of today: Google.
  10. 10. So how do they do it?
  11. 11. It’s >me to rethink the responsibility of a brand.
  12. 12. Present a value exchange beyond the product.
  13. 13. Create intelligent connec>ons.
  14. 14. Are agile.
  15. 15. “Simplify, grow, everyday.”
  16. 16. Empowers consumers & build a brand with them.
  17. 17. It’s all about “permission marke>ng.” Which is shorthand for understanding the boundaries for brands in a world where customers are in control. We believe the next step along this curve will be the no>on of digital permission: the gran3ng of rights by customers within the digital world.” -­‐ Seth Godin
  18. 18. Understands loyalty & reciprocity.
  19. 19. Choice is changing. “The two key drivers of brand value are choice (role of brand) and loyalty (brand strength). Both are significantly affected by the post-­‐ digital world. Purchase decisions are becoming more fluid, be_er informed, and dynamic. There is always someone a “step ahead” of you, and easy access to other user experiences and long-­‐term opinions affects the assump>ons of loyalty. Both of these trends provide significant opportuni3es for marketers, and brand experience hold the key to maximizing the opportuni3es. Harvard Business Review
  20. 20. The biggest brands of tomorrow get this.
  21. 21. And they are set up to succeed.
  22. 22. Is your brand set up to stand out?
  23. 23. It’s not what you promise, it’s what you deliver.
  24. 24. THANK YOU! QUESTIONS? Joanna Lord VP of Marke>ng @joannalord

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