Your brand is a commodity.

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Your brand is a commodity.

  1. 1. Your brand is a commodity.follow me @adamkleinberghashtag #tractioncsv 1
  2. 2. 2
  3. 3. Psychology + Technology Ideas that Work 3
  4. 4. DIGITAL EMPOWERMENT ROI +ECONOMICSUPER-PRESSURE
  5. 5. COST COST COST PER THOUSAND PER ACTION PER CLICK COST PER IMPRESSION COSTCOST PER CONVERSIONPER LEAD COST COST PER TIME PER SALE COST
  6. 6. Brands are becoming commodities.
  7. 7. business intelligence? Rational Intuitive Analytical SubjectiveLooks at parts Looks at wholes
  8. 8. Optimization?
  9. 9. PerceptionPersuasionMotivation Desire
  10. 10. “50% of the things we should be doing for our brands are NOT predictably quantifiable.“ Scott Bedbury, former CMO of Nike and Starbucks
  11. 11. 83% of purchase decisions
  12. 12. The Marketing Funnel An incomplete model.Awareness Interest Consideration Purchase Loyalty 12
  13. 13. Whirlpool planning model It’s the brand experience that matters. Delight > Value Convert > Engage Share > Facilitate Brand ConsumerDiscover > Disrupt 13
  14. 14. What is the brand experience? 14
  15. 15. What we sell. 15
  16. 16. How we sell it. 16
  17. 17. (even if your name’s not Apple.) 17
  18. 18. How we look. 18
  19. 19. How we sound. 19
  20. 20. How we are relevant. 20
  21. 21. How we create interest.
  22. 22. Across every channel. 22
  23. 23. How we engage.
  24. 24. How we create value.
  25. 25. Pathway to possibilitiesThree steps to designing effective brand experiences
  26. 26. #1 use currencies to create value Moral Motive Economic Motive Pleasure Social Motive Tribal Motive 26
  27. 27. 27
  28. 28. #2 design for distributed consumption 28
  29. 29. #3 get your return on awesome 29
  30. 30. 30
  31. 31. 31
  32. 32. The brands that takes risks... will be the brands that win.
  33. 33. Write this down!!!Thanks.tractionco.com/bloglinkedin.com/in/adamkleinbergtwitter.com/adamkleinbergadam@tractionco.com415.962.5823 33

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