#FIRMday 15 May 2014 Tonic 'Do People Care About Your Brand'

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Tom Chesterton Direct at Tonic runs a session ‘Don’t think about your brand, think about your reputation’. In this session Tonic will look at the myths, home-truths and philosophy of brand and communication. There is a better way, and it might be easier than you think.

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#FIRMday 15 May 2014 Tonic 'Do People Care About Your Brand'

  1. 1. HOW NOT TOBUILD YOUR BRAND
  2. 2. MARVELLOUS MARKETING HYPERBOLE
  3. 3. THISISTHE LANGUAGE OFOURINDUSTRY
  4. 4. ‘AUDIENCE’
  5. 5. ‘TALENTPIPELINES’
  6. 6. ‘MESSAGE’
  7. 7. ‘TARGET’
  8. 8. ‘ENGAGE’
  9. 9. ‘EXECUTE’
  10. 10. ‘IMPACT’
  11. 11. ‘FOLLOWERS’
  12. 12. ‘LIKES’
  13. 13. IT’STHE LANGUAGE OFFAILURE
  14. 14. BECAUSEIT ASSUMESPEOPLE GIVE A MONKEY’S
  15. 15. WHENTHE TRUTH IS PEOPLE DON’TREALLY CARE
  16. 16. WHYNOT?
  17. 17. EVERYTHINGNOWISONOURTIME
  18. 18. WELIVEINAWORLD WHEREPEOPLEWATCH ANENTIRETVSEASON INONENIGHT
  19. 19. WELIVEINAWORLDWHEREPEOPLEFEEL PISSEDOFF WHENTHEYGETAPHONECALL
  20. 20. WELIVEINAWORLD WHERETHEREARELOTS OFPEOPLECOMPETING FOROURATTENTION
  21. 21. 5,000
  22. 22. THENUMBER OFADMESSAGES WEEACHSEEEVERYDAY
  23. 23. 120 THEAVERAGENUMBEROFEMAILSRECEIVEDEACHDAY
  24. 24. 5,000 THENUMBEROFTEXTMESSAGESSENTEACHMINUTEINTHEUK
  25. 25. 90%
  26. 26. 90%THEPERCENTAGEOFPEOPLEFROMANYGIVENGROUP WHOARENOTLOOKINGFORAJOBATANYGIVENPOINT
  27. 27. WHATWEDOISNOT VITAL IT’S INCIDENTAL
  28. 28. ALL OF THIS GETS IN THE WAY
  29. 29. INCREDIBLE
  30. 30. “MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVE GOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LETALONE ALLTHE BRANDS WE BUY.” *Bruce McColl,Global CMO,Mars
  31. 31. COMPARED WITH HUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE SHALLOW
  32. 32. WE’D LIKE TO THINK IT’S THIS
  33. 33. WHEN THE REALITY IS SOMEWHAT DIFFERENT
  34. 34. EEEEEEW!!
  35. 35. BRAND≠RELATIONSHIP
  36. 36. JUST BECAUSE PEOPLE ARE WILLING TO GIVE THEIR ATTENTION TO OTHER PEOPLE, DOESN’T MEAN THEY’RE WILLING TO GIVE IT TO YOUR BRAND.
  37. 37. P2P RELATIONSHIPSHAPPENBETWEENPEOPLE
  38. 38. YOUR PERSONAL RELATIONSHIPS ARE IMPORTANT HOW DO YOU HELP PEOPLE LIVE THEIR LIVES BETTER?
  39. 39. BECAUSE THEY INFORM THE WAY PEOPLE FEELABOUTYOUR BRAND
  40. 40. ‘WE STRUGGLE TO ATTRACT GREAT PEOPLE, BUT WHEN THEY MEET OUR TEAM IT’S EASY’ Toomanyemployerstoname
  41. 41. RELATIONSHIPSARE HUMAN
  42. 42. DO NOT TRY TO BE A MAN OF SUCCESS, STRIVE TO BE A MAN OF VALUE AlbertEinstein
  43. 43. PUSHISDEAD.
  44. 44. PUSHISDEAD. LIKEADODO.
  45. 45. 1. YouaremorelikelytocompleteNAVYSEALtrainingthanclickabannerad. (Source:SolveMedia)  2. Only8%of internetusersaccountfor85%of clicksondisplayads(andsomeof themaren’tevenhumans!).  (Source:comScore) 3. Youaremorelikelytogetafullhousewhileplayingpokerthanclickonabannerad. (Source: SolveMedia)  4. Theaveragepersonisservedover1,700banneradspermonth.Doyourememberany? (Source: comScore)  5. YouaremorelikelytosummitMountEverestthanclickabannerad. (Source: SolveMedia)  6. Theaverageclickthroughrateof displayadsis0.1%. (Source: DoubleClick)  7. Youaremorelikelytobirthtwinsthanclickabannerad. (Source: SolveMedia)  8. About50%of clicksonmobileadsareaccidental. (Source: GoldSpotMedia)  9. You are more likely to get into MIT than click a banner ad.  (Source: Solve Media)  10. Youaremorelikelytosurviveaplanecrashthanclickonabannerad. (Source: SolveMedia) 
  46. 46. SOCIAL NETWORKS AND MOBILE DEVICES HAVE BECOME THE GATEWAY DRUGS TO AWARENESS
  47. 47. 10 20 30 % saying “yes” 40 50 2010 2011 2012 33 25 16 “Do you follow any companies or brands on any social networking sites such as Facebook or Twitter”
  48. 48. Reason Number of Mentions* Sales / Discount / Coupons 56 Don’t Know 47 Like the Product 45 Content / Ideas 43 Keep Informed On New Products 35 Favorable Opinion of Company 29 News / Information 28 Humorous / Entertaining 18 Work There 18 Current Customer 17 Other 16 “Why do you enjoy following [first recalled brand] in particular?”
  49. 49. WE USE SOCIAL NETWORKS MOBILE DEVICES FOR LIGHTWEIGHT, QUICK CONSUMPTION
  50. 50. YELLING!!!DOESN’T WORK
  51. 51. AND HARD-SELLING DOESN’T WORK
  52. 52. THE TRICK TODAY IS NOTTO SET OUT TO GRAB PEOPLE’S ATTENTION
  53. 53. THE AIM SHOULD BE TO GRAB THEIR INTEREST INSTEAD
  54. 54. FRIENDOFMINENOTFRONTOFMIND “FRIENDOFMINEAWARENESSISPREDICATEDONTHEFACTTHAT COMPANIESARECOMPETINGAGAINSTREALPEOPLEFORTHEATTENTION OFOTHERREALPEOPLE.TOSUCCEED,YOURPROSPECTIVECUSTOMERS MUSTCONSIDERYOUAFRIEND.ANDIF,LIKETHEIRFRIENDS,YOUPROVIDE THEMREALVALUERATHERTHANSIMPLYOFFERASERIESOFCOUPONS ANDCOME-ONS,THEYWILLREWARDYOURCOMPANYWITHLOYALTY ANDADVOCACY,THESAMEWAYSWEREWARDOURFRIENDS.” JAYBAER
  55. 55. YOUNEEDTOBEHUMAN …NOTHING MAKES PEOPLE FEEL LOVED QUITE LIKE AN EMAIL FROM **PLEASE DO-NOT-REPLY TO THIS EMAIL AS THE MAILBOX DOESN’T ACCEPT INCOMING MESSAGES**
  56. 56. YOU NEED TO BE HELPFUL …COMMIT RANDOM ACTS OF USEFULNESS
  57. 57. YOU NEED TO BE VALUABLE …CONTENT IS THE KY JELLY OF THE BRAND RELATIONSHIP
  58. 58. YOU NEED TO BE PERSONAL… YAHOO’S CMO KATHY SAVITT ON HER MARKETING APPROACH: “I’M A SOMEWHAT UNCONVENTIONAL CMO.ATTHE END OF THE DAY I VIEW MY JOB AS THE CHIEF CUSTOMER OFFICER… IT’S REALLYABOUTA MANIACAL FOCUS ON CUSTOMERS.”
  59. 59. HAVEAVIEW
  60. 60. TAKEAPOSITION
  61. 61. MAKE ANEFFORT TO UNDERSTAND ME
  62. 62. JUSTMAKEMEFEEL
  63. 63. tonic-agency.com +44 20 7183 2556 +44 7740 804 385 @tomchesterton +Tom Chesterton

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