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Brand Marketing: What's new and next in branding?

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Peter Fisk is a global expert on brands and marketing, leadership and strategy. For more information see www.theGeniusWorks.com or email peterfisk@peterfisk.com

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Brand Marketing: What's new and next in branding?

  1. 1. www.ftiecla.com BRAND MARKETING What’s new and next in branding? Prof. Peter Fisk peterfisk@peterfisk.com www.theGeniusWorks.com
  2. 2. www.ftiecla.com
  3. 3. www.ftiecla.com Brands with purpose Fast and social brands Making brands relevant Brands enabling more 0900 - 1030 1100 - 1230 1445 - 1615 1645 - 1815
  4. 4. www.ftiecla.com We live in an incredible time
  5. 5. www.ftiecla.com We live in an incredible time
  6. 6. www.ftiecla.com Virtual world becomes real
  7. 7. www.ftiecla.com Snap looks beyond chat
  8. 8. www.ftiecla.com Amazon’s bigger vision
  9. 9. www.ftiecla.com $99 to profile your DNA
  10. 10. www.ftiecla.com Driverless in Singapore
  11. 11. www.ftiecla.com Unlimited executive jets
  12. 12. www.ftiecla.com The world’s biggest sports event
  13. 13. www.ftiecla.com Magic Leap’s cinematic VR
  14. 14. www.ftiecla.com Free global wifi for all
  15. 15. www.ftiecla.com Exponential growth
  16. 16. www.ftiecla.com New opportunities to grow +genius
  17. 17. www.ftiecla.com Tesla is now bigger than Ford
  18. 18. www.ftiecla.com Xiaomi, the new AppleHyperloop redefines travel
  19. 19. www.ftiecla.com SpaceX redefines space travel
  20. 20. www.ftiecla.com Rocket Lab in New Zealand
  21. 21. www.ftiecla.com Battery-powered, 3D-printed, $5m
  22. 22. www.ftiecla.com
  23. 23. www.ftiecla.com
  24. 24. www.ftiecla.com es 1. 23 & Me 2. Aravind 3. Editas 4. Genentech 5. Intuitive Surgical 6. Narayana Hosp 7. Organova 8. PatientsLikeMe 9. Scanadu 10. Second Sight 1. Amazon 2. Aussie Farmers 3. Etsy 4. Farfetch 5. Le Pain Quotidien 6. Pinterest 7. Positive Luxury 8. Rackuten Ichiba 9. Trader Joe’s 10. Zappos 1. Apple 2. Beauty’in 3. DJI 4. Go Pro 5. Lego 6. Method 7. Natura 8. Nike+ 9. Oculus Rift 10. Renova 1. Alibaba 2. ARM 3. Bharti Airtel 4. GE 5. Google X 6. OneWeb 7. Raspberry Pi 8. Samsung 9. Slack 10. Xiaomi 1. Aeromobil 2. Air Asia 3. Airbnb 4. CitizenM 5. Emirates 6. Kulula 7. RedBus 8. Uber 9. Virgin Galactic 10. Zipcars 1. 3DHubs 2. Corning 3. DP World 4. Dyson 5. Embraer 6. Local Motors 7. Space X 8. Syngenta 9. Tata 10. Tesla 1. Brewdog 2. GrameenDanone 3. Graze 4. Juan Valdez 5. LA Organic 6. Moa Beer 7. Modern Meadow 8. Nespresso 9. Yeni Reki 10. Zespri 1. Ashmei 2. 1Atelier 3. Desigual 4. Jonny Cupcake 5. Inditex 6. Patagonia 7. Rapha 8. Shang Xia 9. Threadless 10. Tom’s 1. Aspiration 2. Fidor 3. First National 4. Moven 5. M-Pesa 6. Robinhood 7. Square 8. TransferWise 9. Umpqau 10. Zidisha 1. Al Jazeera 2. Buzzfeed 3. Netflix 4. Pledge Music 5. Red Bull 6. RiotGames 7. Snap 8. Ushahida 9. ViceMedia 10. WeChat futureproduct futurefashion futurefood futurehealth futuretech futuremakersfuturebank futuretravel Thi N/S American brands European brands African/Arab brands Asia/Pacific brands futuremedia 1. Ashoka 2. AzuriTech 3. Graal Bio 4. IBM Watson 5. IDEO 6. Kickstarter 7. Li & Fung 8. Live Nation 9. Salesforce 10. Y Combinator 1. Bitcoin 2. Bhutan 3. City FC 4. The Elders 5. FanDuel 6. ParkRun 7. Michelle Phen 8. Planetary Res 9. Udacity 10. You futureservice futurebrands © Peter Fisk 2016 peterfisk@peterfisk.com www.theGeniusWorks.com futurestore High growth companies shaking up every market
  25. 25. www.ftiecla.com audacious
  26. 26. www.ftiecla.com intelligent
  27. 27. www.ftiecla.com networked
  28. 28. www.ftiecla.com collaborative
  29. 29. www.ftiecla.com Change Why enabling
  30. 30. www.ftiecla.com Anything is possible
  31. 31. www.ftiecla.com What’s a brand?
  32. 32. www.ftiecla.com Brand power
  33. 33. www.ftiecla.com $11bn value $70m profit
  34. 34. www.ftiecla.com $20bn value $450m profit
  35. 35. www.ftiecla.comWhat’s your inspiring purpose? “To refresh the world.To inspire moments of optimism and happiness.To create value and make a difference." “To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).” “We add sparkle to people's everyday lives." Changing brands
  36. 36. www.ftiecla.comWhat’s your inspiring purpose? “To refresh the world.To inspire moments of optimism and happiness.To create value and make a difference." “To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).” “We add sparkle to people's everyday lives."
  37. 37. Coca Cola
  38. 38. Coca Cola
  39. 39. www.ftiecla.com How to build brands that are more trusted and engaging to customers?
  40. 40. www.ftiecla.com Business narrow view Business narrow view Consumer broader view Business Consumer Seeing things differently Thinking different things
  41. 41. “To refresh the world.To inspire moments of optimism and happiness.To create value and make a difference." “To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).” “We add sparkle to people's everyday lives." Brand concept
  42. 42. “To be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.” “We delight customers worldwide through four actions … We define innovation.We create experiences.We live responsibility.We shape Audi" ”To be the world’s most respected and successful designer, manufacturer and retailer of the finest jewellery … committed to obtaining precious metals and gemstones, and crafting our jewellery in ways that are socially and environmentally responsible." Brand concept
  43. 43. Finding purpose
  44. 44. Red Bull
  45. 45. +genius Red Bull … Give you wings
  46. 46. +genius Tesla Motors … A better lifeRed Bull ... The brand
  47. 47. www.ftiecla.com Staring with purpose Adding meaning Enabling more
  48. 48. Airbnb
  49. 49. +genius What does Airbnb mean?
  50. 50. Airbnb … the Belo
  51. 51. What do we enable people to do? How do we enable it better? Why do they tell others about us? Defining a brand
  52. 52. Toms
  53. 53. Unilever
  54. 54. Sustainable living
  55. 55. www.ftiecla.com Brands with purpose Making brands relevant 0900 - 1030 1100 - 1230
  56. 56. www.ftiecla.com How to align brands with customers and business?
  57. 57. +genius Umpqua Bank
  58. 58. +genius Umpqua Bank … surf, sip, bank
  59. 59. Umpqua Bank
  60. 60. www.ftiecla.com How do brands link to customer value propositions?
  61. 61. Nike Running
  62. 62. Nike Women
  63. 63. Nike Football
  64. 64. CustomerJobs Gains Pains What benefits does the customer expect or desire, both rational and emotional? What are the negatives in their current experience, both Rational and emotional? What is the customer trying to do – the job they want to do, or new goal to achieve? 32 Think customer
  65. 65. Brand Gain creators How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations? Pain relievers Products and services How do the products and services remove the negatives, eg save time and effort, make them fee better, remove negative impacts, or fears? What are all the product and service components that enable the customer to achieve their job? 33 Think business
  66. 66. Brand Gain creators How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations? Pain relievers Products and services How do the products and services remove the negatives, eg save time and effort, make them fee better, remove negative impacts, or fears? What are all the product and service components that enable the customer to achieve their job? Think brand CustomerJobs Gains Pains What benefits does the customer expect or desire, both rational and emotional? What are the negatives in their current experience, both Rational and emotional? What is the customer trying to do – the job they want to do, or new goal to achieve?
  67. 67. www.ftiecla.com Brand idea Brand identity Brand narratives Brand behaviours Brand experiences
  68. 68. LA Organic
  69. 69. La Amerilla de Ronda
  70. 70. LA Organic
  71. 71. Lulelemon
  72. 72. Lulelemon
  73. 73. Sell Product s $ Deliver Services $$ Enabling Experiences $$$$$
  74. 74. Brand stretch
  75. 75. Brands with purpose Fast and social brands Making brands relevant 0900 - 1030 1100 - 1230 1445 - 1615
  76. 76. Juan Valdez Cafe
  77. 77. Juan Valdez Cafe
  78. 78. Juan Valdez Cafe
  79. 79. Commodity product Branded product Personal service Branded experience Customer’s experience Distinctive design Empathetic delivery Integrated journey Enabling more 2c coffee beans 20c branded coffee $2 coffee in store $20 lunch with friends Addedvaluethrough differentiation Added value through relevance Customer’s experience
  80. 80. Sell Products $ Deliver Services $$ Enabling Experiences $$$$$ Customer experiences
  81. 81. Is it the brand experience, or the customer experience?
  82. 82. Starbucks
  83. 83. Starbucks
  84. 84. Starbucks … brand extensions
  85. 85. Evolution Juice Bars
  86. 86. Starbucks Reserve
  87. 87. Starbucks Reserve
  88. 88. www.ftiecla.com Storytelling in a social world
  89. 89. GE Brilliant Machines
  90. 90. GE Brilliant Machines
  91. 91. Storytelling
  92. 92. The shape of stories
  93. 93. Pixar
  94. 94. Someone ... (a character) Wants ... (a quest, a goal, a mission) But ... (a challenge, an obstacle) So ... (a means of succeeding)
  95. 95. What’s your inspiring purpose? “To refresh the world.To inspire moments of optimism and happiness.To create value and make a difference." “To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).” “We add sparkle to people's everyday lives."
  96. 96. +genius Coca Cola … content marketing
  97. 97. www.ftiecla.com Push + Pull Digital + Physical
  98. 98. Amazon
  99. 99. Amazon
  100. 100. Amazon Alexa
  101. 101. Amazon Prime
  102. 102. www.ftiecla.com How do campaigns work alongside being ‘realtime and relevant’?
  103. 103. Old Marketing New Marketing Make aware Sell Engage Enable more Amplify Resonance points
  104. 104. Realtime customer tracking
  105. 105. Realtime marketing process
  106. 106. What are examples of topical events? How could you relate to this? What would you say or do? Realtime and relevant
  107. 107. What are examples of topical events? How could you relate to this? What would you say or do? Realtime and relevant
  108. 108. Brands with purpose Fast and social brands Making brands relevant Brands enabling more 0900 - 1030 1100 - 1230 1500 - 1630 1700 - 1830
  109. 109. www.ftiecla.com Networks build stronger brands
  110. 110. www.ftiecla.com +genius Tesla
  111. 111. www.ftiecla.com +genius
  112. 112. www.ftiecla.com +genius Tesla Motors … strategy horizons
  113. 113. www.ftiecla.com +genius Tesla Motors … Retailing
  114. 114. www.ftiecla.com +genius Tesla Motors … Iconic features
  115. 115. www.ftiecla.com +genius Tesla Motors … Networks
  116. 116. www.ftiecla.com
  117. 117. Enabling the customer
  118. 118. Commonwealth Bank
  119. 119. www.ftiecla.com C2C
  120. 120. Harley Owners Group
  121. 121. Harley Owners Group
  122. 122. PatientsLikeMe
  123. 123. Threadless
  124. 124. +genius Tesla Motors … A better life
  125. 125. +genius Threadless … crowd power
  126. 126. +genius Threadless … crowd power
  127. 127. Customers trust cusyomers Customers do more together
  128. 128. Customers trust cusyomers Customer collaboration Co-enable Co-design Co-create Co-sellCo-support Co-consume
  129. 129. Becoming Doing Being Belonging Nike+ experience
  130. 130. Nike+
  131. 131. Movements – nike women
  132. 132. Nike+ Training Club
  133. 133. Contagious idea Influencer Influencer Influencer Advocates Advocates Advocates Contagious ideas
  134. 134. Contagious ideas
  135. 135. www.ftiecla.com From passive participants to a movement with purpose
  136. 136. Lego
  137. 137. Lego community
  138. 138. Movement Collaborative Customer Customer Customer Customer Customer Customer Brand- enabled community Co-enable Co-design Co-create Co-sellCo-support Co-consume Customer movements
  139. 139. +genius
  140. 140. +genius Rapha … Cycle Clubs
  141. 141. +genius Rapha … Cycle Clubs
  142. 142. Rapha experience
  143. 143. What will you do?
  144. 144. Brands are not just about Brands today are more about Image Aspiration Promise Experience Difference Relevance Values Spirit Consistent Coherence Awareness Participation Personal Shared Engaging Enabling Like Love Relationship Movement
  145. 145. Are you ready to change your game?
  146. 146. +genius
  147. 147. Twitter: @geniusworks Website: www.theGeniusWorks.com © GeniusWorks 2017

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