Brands that Win: How to create connection with humans, not data points, and build a truly iconic brand - Megan Prejzner, Hackett Brand Consulting

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I help people transform their businesses by creating powerful brands that create connection with humans, not just data points, as we set into motion both brand and marketing strategies that are built with purpose, for good and for the long term. Audiences will learn how 1.) How to Position Your Brand In A Heart-Centered Way that Stands Out, 2.) How to Use Data to Connect your brand with the right customer, and How to come to life through visuals, strategic marketing, and more.

Marketing

6
According to the Harvard Business Review
More than 59 zettabytes (ZB) of
data were created, captured,
copied, and consumed in the
world in 2020.

7
What does this data mean for us?
IMPRESSIONS
CLICKS
CLICK-THRU-RATE
CONVERSIONS
CONVERSION RATES
AD SPEND
COST PER CONVERSION
REVENUE
RETURN ON AD SPEND (ROAS)
MARKETING QUALIFIED LEADS (MQLS)
SALES ACCEPTED LEADS (SAL)
SALES QUALIFIED LEADS (SQL)
COST PER ACQUISITION (CPA)
COST PER LEAD (CPL)
CUSTOMER LIFE LONG VALUE RETURN
ON INVESTMENT (ROI)
LIKES
COMMENTS
SHARES
IMPRESSIONS
FOLLOWERS
OPEN RATE
AVERAGE SESSIONS DURATION
TIME ON PAGES
PAGES/SESSIONS
EXIT RATE
WEBSITE CONVERSION RATE
REFERRAL TRAFFIC
SOCIAL TRAFFIC
WEB TRAFFIC BY
LOCATION
REPEAT TRAFFIC
NEW USERS
CHANNEL
ENGAGEMENT
GENDER BREAKDOWN
SITE SPEED
PAGE SPEED
QUALITY SCORE
DELIVERY RATE
PAGE VIEWS
MOBILE V.
DESKTOP
ORGANIC TRAFFIC
DIRECT TRAFFIC

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With all this data, we’re forgetting the
very thing we’re measuring …
humans!

10
According to the PwC report,
59% of customers feel that brands
have lost touch with the human
element of customer experience.

12
Digital innovation and data do not
replace a need for a business to relate
to people as people.

13
Data, Purpose & the Heart of
Connection

14
The power of connection is so much
more than hearing what someone is
saying and responding.
Aka… data coming in and decisions
going out

17
From Basketball Shoe To Rockstars
They Are Always Connecting With Subculture

18
Patagonia
In 2022—on the eve of
our 50th anniversary—
we updated Patagonia’s
core values to reflect
the company we want to
be as we embark on the
next 50 years.

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Brands that Win: How to create connection with humans, not data points, and build a truly iconic brand - Megan Prejzner, Hackett Brand Consulting

1. PANEL Brands that Win: How to Create Connection with Humans, Not Data Points, and Build a Truly Iconic Brand SAN FRANCISCO, CA ~ JULY 10 - 11, 2023 DIGIMARCONSILICONVALLEY.COM | #DigiMarConSiliconValley Megan Prejzner CEO & FOUNDER HACKETT BRAND CONSULTING

4. 4

5. 5 As a marketer, it’s our responsibility to help foster these connections and build a brand for good. And we often use data as a guide to help us connect with customers and grow our business.

6. 6 According to the Harvard Business Review More than 59 zettabytes (ZB) of data were created, captured, copied, and consumed in the world in 2020.

7. 7 What does this data mean for us? IMPRESSIONS CLICKS CLICK-THRU-RATE CONVERSIONS CONVERSION RATES AD SPEND COST PER CONVERSION REVENUE RETURN ON AD SPEND (ROAS) MARKETING QUALIFIED LEADS (MQLS) SALES ACCEPTED LEADS (SAL) SALES QUALIFIED LEADS (SQL) COST PER ACQUISITION (CPA) COST PER LEAD (CPL) CUSTOMER LIFE LONG VALUE RETURN ON INVESTMENT (ROI) LIKES COMMENTS SHARES IMPRESSIONS FOLLOWERS OPEN RATE AVERAGE SESSIONS DURATION TIME ON PAGES PAGES/SESSIONS EXIT RATE WEBSITE CONVERSION RATE REFERRAL TRAFFIC SOCIAL TRAFFIC WEB TRAFFIC BY LOCATION REPEAT TRAFFIC NEW USERS CHANNEL ENGAGEMENT GENDER BREAKDOWN SITE SPEED PAGE SPEED QUALITY SCORE DELIVERY RATE PAGE VIEWS MOBILE V. DESKTOP ORGANIC TRAFFIC DIRECT TRAFFIC

8. 8

9. 9 With all this data, we’re forgetting the very thing we’re measuring … humans!

10. 10 According to the PwC report, 59% of customers feel that brands have lost touch with the human element of customer experience.

11. 11

12. 12 Digital innovation and data do not replace a need for a business to relate to people as people.

13. 13 Data, Purpose & the Heart of Connection

14. 14 The power of connection is so much more than hearing what someone is saying and responding. Aka… data coming in and decisions going out

15. 15 As marketers & brand leaders, we must learn to start with connection – Who are we connecting to, about what and most importantly, why…. to show we not just listen but also care.

16. 16 What’s the secret to keeping a century-old brand fresh? Converse is empowering today’s daring spirit of youth by celebrating freedom of expression through individuals and their movement(s).

17. 17 From Basketball Shoe To Rockstars They Are Always Connecting With Subculture

18. 18 Patagonia In 2022—on the eve of our 50th anniversary— we updated Patagonia’s core values to reflect the company we want to be as we embark on the next 50 years.

19. 19 We’re Not Just Here To Sell A Product And Follow A Stale Business Model. We Must Exist To Be So Much More. We Want To Leave A Legacy. To Build A Brand That Lasts Beyond The Now. To Build A Brand For Good.

20. 20 To build a brand that resonates with today’s customers, we must connect with people on an emotional level to withstand times and build a legacy.

21. 21 Photo from NNGroup

22. 22 So, how do we start share our purpose, grow a business AND use data to build an iconic brand?

23. 23 HOUSE USE YOUR ETHOS AS A GUIDING LIGHT Foundation First = Heart of the Brand Construction = Bringing Brand to Life Paint & Décor = Visuals & Design Ready to Invite Guest = Marketing

24. 24 Marketing Business Brand DATA WHAT ARE WE HEARING, SEEING, READING, ANALYZING OUTCOME HOW DO WE SHOW UP? DRIVE ACTION? INSPIRE TRUST? COMMUNICATE? HUMANS

25. 25

Brands that Win: How to create connection with humans, not data points, and build a truly iconic brand - Megan Prejzner, Hackett Brand Consulting

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