Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Powerful brand voices: D2M Hamburg Keynote

126 views

Published on

Themed around "powerful brand voices" this talk took in why taking a systems view is important, and how developing capability is as important as strong customer communications.

Published in: Marketing
  • Be the first to comment

Powerful brand voices: D2M Hamburg Keynote

  1. 1. Copyright Brilliant Noise 2019 Make marketing better Make better marketing |
  2. 2. 2 Powerful brand voicesAntony Mayfield. D2M Hamburg. May 2019. BrilliantNoise.com Antony Mayfield. D2M Hamburg. May 2019.
  3. 3. 3 CopyrightBrilliantNoise2018
  4. 4. Copyright Brilliant Noise 2019 Digital disruption means that those systems must change or die.
  5. 5. Copyright Brilliant Noise 2019 “The best way to stay on top of it is to understand the principles that will endure even as so much gets disrupted” Eric Schmidt. former CEO of Google
  6. 6. Copyright Brilliant Noise 2019 The Anti- Kodak
  7. 7. Copyright Brilliant Noise 2019FT article
  8. 8. Copyright Brilliant Noise 2019 Power in the 21st century comes from understanding systems
  9. 9. Copyright Brilliant Noise 2019 Silicon Valley can see a different system.
  10. 10. Copyright Brilliant Noise 2019 Benedict Evans, Partner at Andreessen Horowitz
  11. 11. Copyright Brilliant Noise 2019 Advertising* is a corrupted, spiralling system for brand voice. * Actually, advertising centric or paid media centred systems. But that doesn’t look as snappy as a slide title.
  12. 12. Copyright Brilliant Noise 2019 The days of advertising as we know it are numbered. We need to start thinking about a world with no ads. Marc Pritchard, P&G
  13. 13. Copyright Brilliant Noise 2019 I’m not going to apologise for Brexit.
  14. 14. Copyright Brilliant Noise 2019 The Brexit party is outspending every other party in the European Elections in the UK in social media ads.
 
 Former PM Gordon Brown: “Nigel Farage presents himself as a man of the people…”
  15. 15. Copyright Brilliant Noise 2019
  16. 16. Copyright Brilliant Noise 2019 Not sure if this is a powerful brand voice…
  17. 17. Copyright Brilliant Noise 2019 “…in this massive, global, online experiment that we are all living through, we in Britain are the canary. We are what happens to a western democracy when a hundred years of electoral laws are disrupted by technology.” Carole Cadwalladr, Guardian reporter in her recent TED talk
  18. 18. Copyright Brilliant Noise 2019 Making your brand voice powerful isn’t about channels. It’s about systems.
  19. 19. 19 CopyrightBrilliantNoise2018CopyrightBrilliantNoise2018 Spiral. Death by analysis More with less Re-pitch the roster Reclaim ops & transformation budgets Solutionise Re-orgmarketing!
  20. 20. Copyright Brilliant Noise 2019 I have zero trust in my media agency. Global brand procurement Global brand group representative It’s game of cat and mouse. Everyone knows it’s broken. I don’t know how this ends.
  21. 21. 21 CopyrightBrilliantNoise2018CopyrightBrilliantNoise2018 Flywheel. Make marketing better. Make better marketing.
  22. 22. Copyright Brilliant Noise 2019 1.Purpose. 2.Process. 3.People.
  23. 23. Copyright Brilliant Noise 2019 Process + People = Capability.
  24. 24. Copyright Brilliant Noise 2019 Purpose is about being for something
  25. 25. Copyright Brilliant Noise 2019 (It also means you have a strategy)
  26. 26. Copyright Brilliant Noise 2019 There is no safe play for brand communications.
  27. 27. Copyright Brilliant Noise 2019 It doesn’t matter how many people hate your brand as long as enough people love it. Phil Knight, Founder of Nike
  28. 28. Copyright Brilliant Noise 2019 It doesn’t matter how many people hate your brand as long as enough people love it. And as long as you have that attitude, you can’t be afraid of offending people. You can’t try and go down the middle of the road. You have to take a stand on something, which is ultimately why I think the Kaepernick ad worked. Phil Knight, Founder of Nike
  29. 29. Copyright Brilliant Noise 2019 Acknowledging your wider power. Yes, yours.
  30. 30. Copyright Brilliant Noise 2019 What would make marketing better? Really raising the game on diversity, inclusion, progressive gender portrayals. Without doing that we are missing so many voices that can make a difference to our industry. Syl Saller, Diageo
  31. 31. Copyright Brilliant Noise 2019 Learning from D2Cs (Direct to Consumer CPG brands.)
  32. 32. Copyright Brilliant Noise 2019 1. Digital native; mobile centric. 2. Focus on product design. 3. Disintermediation (agencies, retailers). 4. Identity-focused customer relationship. 5. Performance-oriented media spend. 6. Content marketing for brand storytelling. 7. Growth-focused marketing talent. Terry Kawaja, Lumascape
  33. 33. Copyright Brilliant Noise 2019 Fast. Female. Focused.
  34. 34. Copyright Brilliant Noise 2019 The future of marketing isn’t advertising. It’s corporate culture. Claudia Willvonseder, VP Ikea Switzerland
  35. 35. Copyright Brilliant Noise 2019 How we get things done here. How people behave when the boss has left the room. The worst behaviours that are tolerated in an organisation. My top three definitions of culture
  36. 36. Copyright Brilliant Noise 2019 The anti- Kodak
  37. 37. Copyright Brilliant Noise 2019 5 things Fujifilm did well 1.Recognise the threat 2.Clear strategy backed by immediate action 3.Mindset shift 4.Culture change and re-spilling 5.Customer first marketing
  38. 38. Copyright Brilliant Noise 2019 Make marketing better Make better marketing Thank you|

×