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****Brand Authenticity

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(Talk I gave at the Brand Summit 2013 in San Francisco)
In today's world of digital infrastructure and empowered customers, becoming a true brand is even more key for sustainable growth and gaining market share as a company. In my past working for multiple clients and industries I have seen many organizations fail by trying to imitate a successful brand and what they thought was their success pattern. Your company is greater than the sum of its products. Don't be just another company - be a brand with purpose and stay relevant. I will talk about my current role at Specialized Bicycles, and our home in the Silicon Valley which means far more than a geo location - it's a spirit and mindset: Founded in 1974 by riders for riders, Specialized is one of the most innovative cycling companies in the world.
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****Brand Authenticity

  1. 1. BRAND AUTHENTICITY WHY YOU SHOULD CARE
  2. 2. A BRAND IS THE MOST VALUABLE REAL-ESTATE IN THE WORLD A CORNER OF SOMEONES MIND
  3. 3. AUTHENTICITY TRUST>>
  4. 4. NEWER REALITY
  5. 5. EMPOWERED CONSUMER IS IN THE DRIVER SEAT
  6. 6. FROM SEARCH TO FIND INTERNET EMPOWERED CONSUMER IS IN THE DRIVER SEAT
  7. 7. FROM SEARCH TO FIND INTERNET EMPOWERED CONSUMER IS IN THE DRIVER SEAT NEW DIGITAL INFRASTRUCTUREPOWERFUL TOOLS
  8. 8. NEW DIGITAL INFRASTRUCTURE NEW COMPETITION AVAILIBILITY RESOURCES/ FUNDING PRODUCTION DISTRIBUTION TALENT
  9. 9. PEOPLE TALK ABOUT YOUR BRAND WITH OR WITHOUT YOU. YOU CAN BE PART OF IT OR YOU DON’T. THERE IS NO WAY TO OPT OUT OF THIS NEW REALITY. + 24/7
  10. 10. GLOBAL CHANGE OF BEHAVIOR -- IN TIMES WHEN EVERYTHING IS AVAILABLE AT ANYTIME ANYWHERE.
  11. 11. THE INNOVATION ECONOMY KNOWLEDGE, TECHNOLOGY, ENTREPRENEURSHIP AND INNOVATION ARE THE NEW DRIVERS OF SUSTAINABLE GROWTH.
  12. 12. 5 IMPORTANT STEPS
  13. 13. YOU HAVE TO DEFINE YOUR BRAND OR OTHERS WILL DO IT FOR YOU 1
  14. 14. YOU HAVE TO BELIEVE IN WHAT YOU ARE DOING CREATE AN AUTHENTIC CULTURE 2
  15. 15. ONLY IF YOU BELIEVE OTHERS CAN FOLLOW CREATE BELIEVERS AND FOSTER TALENT 3
  16. 16. MAKE FRIENDS NOT CUSTOMERS4 PURCHASE IS NOT THE END OF A TRANSACTION. IT’S THE BEGINNING OF A RELATIONSSHIP.
  17. 17. DEFINE YOUR WHY 5 WHAT’S YOUR DNA? ANALYZE, DEFINE, AND STICK TO IT.
  18. 18. INSPIRATION, THE REAL DRIVER BEHIND OUR BRAND
  19. 19. BE ORIGINALBE YOU -- NOT THEM
  20. 20. PLAYGROUND AN UNLIMITED SUCCESS PATTERN DEFINE YOUR “OUR WAY” – CREATING PROCESS AND PRINCIPLES TRYING TO BE TOO MANY THINGS TO TOO MANY PEOPLE
  21. 21. WHAT IS IT THAT YOU ARE ACTUALLY SELLING? PRODUCT IS KING BUT WHAT IS ACTUALLY YOUR PRODUCT?
  22. 22. BUSINESS EXPERIENCE HUMAN CENTRIC HOLISTIC BIKE CYCLING
  23. 23. IF YOU CAN’T CHANGE THE RULES CHANGE THE GAME
  24. 24. APPLIES TO EVERYTHING WE DO SINCE 1974. INNOVATE OR DIE
  25. 25. PARTNERSHIPS INTERSECTIONAL INNOVATION
  26. 26. SILICON VALLEY LOCATION TO MIND SET
  27. 27. CREATE AND ADD VALUE OUR MISSION IS, TO MAKE PEOPLES LIFE BETTER
  28. 28. AN AUTHENTIC BRAND IS PURPOSE DRIVEN WE WANT TO GET MORE PEOPLE ON BIKES. WE BELIEVE THAT RIDING CAN TRANSFORM LIFES AND CAN CHANGE THE WORLD.
  29. 29. DOES YOUR BRAND HAVE A UNIQUE POINT OF VIEW?
  30. 30. CONNECTED OPEN MINDED INCLUSIVE INVITING PERSONAL INSPIRING STORYTELLING COMMUNITY I AM SPECIALIZED
  31. 31. SPECIALIZED IS THE BRAND BY RIDERS FOR RIDERS
  32. 32. 12:00
  33. 33. YOUR COMPANY IS GREATER THAN THE SUM OF IT’S PRODUCTS THAT MAKES THE DIFFERENCE BETWEEN BEING AN AUTHENTIC BRAND OR JUST ANOTHER COMPANY.
  34. 34. IT’S NOT ABOUT YOUR OFFER. IT’S ABOUT THE IDEA BEHIND THE OFFER DESIGN AND QUALITY IS EXPECTED -- IDEA, INNOVATION AND MINDSET IS VALUED
  35. 35. STAY RELEVANTCULTURE PEOPLE INNOVATION DESIGN
  36. 36. DON’T GIVE PEOPLE WHAT THEY WANT GIVE THEM WHAT THEY DREAM OF
  37. 37. MAYA ANGELOU, AMERICAN POET "PEOPLE WILL NEVER FORGET HOW YOU MADE THEM FEEL"
  38. 38. frank.aldorf@specialized.com THANK YOU

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