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NO ONE CARES ABOUT YOUR BRAND

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{I gave this talk on the 11th of May as part of the DXD Talks series hosted for post-graduate students in Digital Experience Design at the Belas Artes university in Lisbon, Portugal.}

You spend all your waking hours building, growing, and managing your brand. It’s easy, then, to assume that everything you care about and do is incredibly interesting to target clients, customers, and users. Unfortunately, it’s not. In this talk, Matthew will explain the common traps we all fall into, examples of best and worst practices, and provide a framework that you can use to produce communications and content that those you want to reach will care about.

Published in: Marketing
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NO ONE CARES ABOUT YOUR BRAND

  1. 1. NO ONE CARES ABOUT YOUR BRAND
  2. 2. I’M MATTHEW CARROZO
  3. 3. (so you don’t have to be). I’M MATTHEW CARROZO
  4. 4. CREATIVE STRATEGIST
  5. 5. DIGITAL MARKETING MANAGER
  6. 6. (IT WASN’T MY FAULT)
  7. 7. LEAD DIGITAL MARKETING INSTRUCTOR
  8. 8. FIRST HEAD OF MARKETING
  9. 9. HEAD OF MARKETING & COMMUNICATIONS
  10. 10. #LXWebSummit16 CO-CONSPIRATOR WITH SHIP + MASTER OF MEMES
  11. 11. NO ONE CARES ABOUT YOUR BRAND
  12. 12. WHY?
  13. 13. WELL, YOU’RE NOT RED BULL
  14. 14. AND YOU’RE NOT A GLOBAL CONGLOMERATE
  15. 15. YOU’RE NOT A FAMOUS MUSICIAN
  16. 16. (SORRY)
  17. 17. HUMAN BEINGS HAVE VERY LITTLE TIME
  18. 18. HUMAN ATTENTION IS A VERY SCARCE COMMMODITY
  19. 19. AND WE ARE QUICK TO JUDGE
  20. 20. AND THEN THERE’S THAT GROWING MOUNTAIN OF #CONTENT
  21. 21. AND LET’S NOT FORGET CONTEXT- LESS ATOMISED CONTENT
  22. 22. “Each piece of content exists on its own, served up by the stream or swallowed by it. Each piece of content must wear its authorship like a fingerprint, distinctive not by its location or layout but by its voice and vision.” — TONY HAILE, RECODE
  23. 23. AND THEN THERE’S YOU
  24. 24. ENTREPRENEUR
  25. 25. BRAND OWNER
  26. 26. DESIGNER
  27. 27. AND YOU’RE A SPECIAL, UNIQUE SNOWFLAKE
  28. 28. SO UNIQUE
  29. 29. AND WHAT YOU DO EVERY DAY *MATTERS*
  30. 30. RIGHT?
  31. 31. RIGHT?
  32. 32. RIGHT?
  33. 33. TO YOU, PERHAPS.
  34. 34. 80% OF CUSTOMERS SAY BRANDS DON’T UNDERSTAND THEM — SOURCE: IBM/ECONSULTANCY
  35. 35. 21% OF CUSTOMERS SAY BRANDS ARE “RELEVANT” — SOURCE: IBM/ECONSULTANCY
  36. 36. 47% OF BRANDS SAY THEIR COMMS “RELEVANT” — SOURCE: IBM/ECONSULTANCY
  37. 37. 🤔
  38. 38. 21% OF CUSTOMERS SAY BRANDS ARE “RELEVANT” — SOURCE: IBM/ECONSULTANCY 47% OF BRANDS SAY THEIR COMMS “RELEVANT” — SOURCE: IBM/ECONSULTANCY 🤔
  39. 39. “BUT I KNOW THIS BRAND SINCE IT WAS AN IDEA ON THE BACK OF A NAPKIN!”
  40. 40. “I’VE SWEATED OUT EVERY PIXEL YOU SEE ON THAT SCREEN.”
  41. 41. “I HAVE A 159-PAGE BRAND BOOK COMMITTED TO MEMORY!”
  42. 42. FOUDASSE
  43. 43. YOU KNOW WHO ELSE CARED ABOUT THEIR BRAND?
  44. 44. SO HOW CAN I MAKE PEOPLE CARE?
  45. 45. BY ANSWERING ONE VITAL QUESTION
  46. 46. “WHAT’S IN IT FOR ME?”
  47. 47. YOU ARE NOT YOUR CUSTOMER
  48. 48. 1. WHO AM I TALKING TO? 2. WHAT VALUE DO I OFFER? 3. HOW DO I COMMUNICATE MY VALUE TO THESE PEOPLE?
  49. 49. 1. WHO AM I TALKING TO?
  50. 50. • Theory over practice • Fear of missing out • Lack of time • Wants quick, efficient way to achieve goals • Overcomes obstacles by actively seeking 
 solutions Strong worldviews but open mind Wants to change the world, and takes the steps to do so Enjoys a discussion, prefers action Works hard on personal projects Marketing dept lacks digital skills Expensive consultants Bootstrapped startup without skills Stuffy traditional marketing courses Online courses without lesson learning “Could you just take over The company website? Thanks.” “I know you know business but this is a digital marketing position.” “Yes, but how are you going to get people to use your app?” Values self-improvement How can I learn these new skills? I’m not satisfied with standing still professionally I want to do my job better University isn’t the answer
  51. 51. 2. WHAT VALUE DO I OFFER?
  52. 52. For degreed designers and technologists, who have a desire to learn more about digital experience design, Faculdade Belas Artes is a world-class educational institution that offers an immersive, practical and up to date post-graduate course in the subject. Unlike Nova or ISCTE, the Digital Experience Design degree has a strong foundation in the arts.
  53. 53. 3. HOW DO I COMMUNICATE MY VALUE TO THESE PEOPLE?
  54. 54. 👀
  55. 55. SPLIT UP YOUR TARGET INTO SEGMENTS
  56. 56. IDENTIFY YOUR TOP 3 CHALLENGES WITH EACH
  57. 57. FIGURE OUT YOUR BRAND’S POSITIONING AND MESSAGING FOR EACH CHALLENGE
  58. 58. DECIDE SOME ACTIONS/TACTICS AROUND THESE
  59. 59. DESIRED OUTCOMES IF IT WORKS
  60. 60. BOOM.
  61. 61. PEOPLE NOW CARE ABOUT YOUR BRAND!
  62. 62. PEOPLE NOW CARE ABOUT YOUR BRAND! 🤔
  63. 63. OKAY… 🤔
  64. 64. BUT YOU ARE CLOSER TO SOMETHING 🤔
  65. 65. YOU AND YOUR CUSTOMERS HAVING THE SAME UNDERSTANDING OF YOUR BRAND 🤓
  66. 66. OBRIGADO! 💃

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