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How a
brand
should
behave
today

Brieuc Saffré
@_brieuc

Oct. 2012
We
realized
Everything
changed
We
realized

If not, look at

Everything
changed
...but how do we act now ?

The party example
What did you do to the last party you’ve been?
Were you the fun guy? Did you talk in the kitchen all
night long? Did you w...
Why does your brand
exist ?
Your brand
Who
are you
?
What are your beliefs and values ?
The purpose
of your brand
It’s your engine.
Soul of the brand
Purpose
Raison-d’être
Brand Utility
Shared Value
Mission
Your brand purpose
must become
your guide
«People don’t buy what you do,
they buy

why you do it»

Simon Sinek
The Golden Circle
What

What does your
company offer?
The Golden Circle
What
How

How does your
company make it ?
The Golden Circle
What
How
Why

Why does
your brand exist ?
The life cycle of the product

Early
adopters

Growth Selection

End
The life cycle of the product
Before, marketers were
focused on masses...

MASSES
The life cycle of the product
Now, in a digital world, as
reputation is more
important than ever,
you need to be focused
o...
The life cycle of the product
...to reach the

tipping
point

Early
adopters
The purpose

is a strength to recruit
The purpose

is a strength to motivate
The purpose

and to create a community
Environnemental

impact
Supplier
access and
viability

Energy Use

Some
purpose
consequences

Water Use

Company
Productiv...
What’s the
purpose of
these brands?
Focused on mobility of people...
They don’t only make cars anymore, they create the future.
Is it still changing the status quo?
Help people for their memories
Democratize car sharing
Understand
Observe your potential users
Understand

Meet your users
Understand

Find and bring a relevant solution
The experience
The new key
Bring quality everyday...
It’s what you do,
not what you say,
that matters.
How to give a remarkable

experience

for the customer ?
the Purple Cow
«You can't be
remarkable by
following someone
else who's
remarkable.»
Seth Godin
Take their point of view
Make your experience unique
The experience is your purpose demonstration.
7

dimensions

Play with them to give a specific memory to
your user.
Waouh ! dimension

You positively surprise.
So beautiful dimension

You play on the aesthetic aspects of the experience.
The already dimension
You offer something
that surpasses what’s
existing today.
Well thought dimension
Each details of the experience is
prepared and anticipated.
Respect dimension
Your experience has a
significant social impact.
Friendly
dimension
You offer some positive, agreable or personalized
interactions to your customers.
Good offer dimension

Your benefit/price ratio is
excellent or new.
Some other tools
To create a competitor free market
and leave the price war,
find your blue ocean.

The Blue Ocean Strategy
the Wii example
The strategic
canevas
enables you
to create
another
value
curve.
the business model canevas
Forget
your
business
plan,
only test
and retest
your
business
model
canevas.
The contexts

The new targets.
Some
examples
Target approach

Context approach
Facebook Ads
$ 1,8 billion

2010

Google Adwords
$ 19 billions
Click to discover the other examples
« Brands

need to see themselves
as value creators, adding value to
contexts where their value is
appreciated and needed.
...
If you think I can help you,
you’re probably right
and I’ll be happy to do so.
You can visit

www.brand-utility.com
or sen...
What is Useful Marketing ?
What is Useful Marketing ?
What is Useful Marketing ?
What is Useful Marketing ?
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What is Useful Marketing ?

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As we're now in a digital world, marketers and brands need to adopt a new way to work. Useful marketing appears to be the most relevant way of doing.

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What is Useful Marketing ?

  1. 1. How a brand should behave today Brieuc Saffré @_brieuc Oct. 2012
  2. 2. We realized Everything changed
  3. 3. We realized If not, look at Everything changed
  4. 4. ...but how do we act now ? The party example
  5. 5. What did you do to the last party you’ve been? Were you the fun guy? Did you talk in the kitchen all night long? Did you wear a great t-shirt ? Did you bring some great stuff? ... What experience did you give to people? Will they remember you? If yes, why?
  6. 6. Why does your brand exist ? Your brand
  7. 7. Who are you ? What are your beliefs and values ?
  8. 8. The purpose of your brand It’s your engine.
  9. 9. Soul of the brand Purpose Raison-d’être Brand Utility Shared Value Mission
  10. 10. Your brand purpose must become your guide
  11. 11. «People don’t buy what you do, they buy why you do it» Simon Sinek
  12. 12. The Golden Circle What What does your company offer?
  13. 13. The Golden Circle What How How does your company make it ?
  14. 14. The Golden Circle What How Why Why does your brand exist ?
  15. 15. The life cycle of the product Early adopters Growth Selection End
  16. 16. The life cycle of the product Before, marketers were focused on masses... MASSES
  17. 17. The life cycle of the product Now, in a digital world, as reputation is more important than ever, you need to be focused on the early adopters... Early adopters
  18. 18. The life cycle of the product ...to reach the tipping point Early adopters
  19. 19. The purpose is a strength to recruit
  20. 20. The purpose is a strength to motivate
  21. 21. The purpose and to create a community
  22. 22. Environnemental impact Supplier access and viability Energy Use Some purpose consequences Water Use Company Productivity Employee Health Employee Skills Worker Safety How to reinvent capitalism - Michael Porter January 2011 - Harvard Business Review
  23. 23. What’s the purpose of these brands?
  24. 24. Focused on mobility of people... They don’t only make cars anymore, they create the future.
  25. 25. Is it still changing the status quo?
  26. 26. Help people for their memories
  27. 27. Democratize car sharing
  28. 28. Understand Observe your potential users
  29. 29. Understand Meet your users
  30. 30. Understand Find and bring a relevant solution
  31. 31. The experience The new key
  32. 32. Bring quality everyday...
  33. 33. It’s what you do, not what you say, that matters.
  34. 34. How to give a remarkable experience for the customer ?
  35. 35. the Purple Cow «You can't be remarkable by following someone else who's remarkable.» Seth Godin
  36. 36. Take their point of view
  37. 37. Make your experience unique
  38. 38. The experience is your purpose demonstration.
  39. 39. 7 dimensions Play with them to give a specific memory to your user.
  40. 40. Waouh ! dimension You positively surprise.
  41. 41. So beautiful dimension You play on the aesthetic aspects of the experience.
  42. 42. The already dimension You offer something that surpasses what’s existing today.
  43. 43. Well thought dimension Each details of the experience is prepared and anticipated.
  44. 44. Respect dimension Your experience has a significant social impact.
  45. 45. Friendly dimension You offer some positive, agreable or personalized interactions to your customers.
  46. 46. Good offer dimension Your benefit/price ratio is excellent or new.
  47. 47. Some other tools
  48. 48. To create a competitor free market and leave the price war, find your blue ocean. The Blue Ocean Strategy
  49. 49. the Wii example The strategic canevas enables you to create another value curve.
  50. 50. the business model canevas Forget your business plan, only test and retest your business model canevas.
  51. 51. The contexts The new targets.
  52. 52. Some examples
  53. 53. Target approach Context approach
  54. 54. Facebook Ads $ 1,8 billion 2010 Google Adwords $ 19 billions
  55. 55. Click to discover the other examples
  56. 56. « Brands need to see themselves as value creators, adding value to contexts where their value is appreciated and needed. They need to investigate and explore these contexts, surrounding their » brands and products, and take ownership of them. Helge Tenno
  57. 57. If you think I can help you, you’re probably right and I’ll be happy to do so. You can visit www.brand-utility.com or send me a mail mail@brieuc.biz

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