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Jeremy Waite
Head of Digital Strategy, EMEA
@JeremyWaite
Jeremy.Waite@Salesforce.com
How To Build A
Successful Brand
Busin...
Vatican 2005
Vatican 2015
CARS FREE SEX
DRUNKENNESS SUICIDE
KULTUR ÄTER STRATEGI
FÖR FRUKOST
80% EXECUTIVES ARE
OVERWHELMED.
“
”
75% EXECUTIVES ARE
EMOTIONAL.
“
”
69,444
LIKES / SECOND
28,936
LIKES / SECOND
5,787
TWEETS / SECOND
1,388
CYBER ATTACKS / SECOND
9,838
SWIPES / SECOND
20,00...
There’s No Such Thing As…
@Scobleizer
#BigData
COMPANIES ARE NO LONGER
COMPETING
“
AGAINST EACH OTHER,
”
SPEED.
MARCBENIOFF
THEY ARE COMPETING AGAINST
• FABB • BABA
$1Bn 8 minutes
$14.4Bn 24 Hours
$BABA -2%
FGI= ?L postivie
--------------------------------
(BPM-150) +(K-[1/3+?,1/3,1/3-?])+1
The Perfect Song
(Feel Good Index)
94M Views
MARKETING IS NO LONGER ABOUT THE
STUFF YOU
“
BUT THE
”
MAKE
STORIES YOU
TELL.
SETHGODIN
77% OF CONSUMERS DON’T WANT A
RELATIONSHIP
“
WITH A BRAND.”
Image by @JeremyWaite | Originally Created by Bloomberg Businessweek @BW | Data: @Interbrand
2000 2001 2002 2003 2004 2005...
UNKNOWN KNOWN
1 : Many Marketing 1 : 1 Customer Journeys
We Need To Build Loyal Relationships, Faster.
Customers Are On A Journey
“90% of the consumer buying journey now crosses 5 channels”. Google
“OF COURSE WE WORE SILLY OUTFITS, THE PICTURES WERE
CORNY AND SOME PEOPLE STILL FOCUS ON THAT. BUT ABBA
WASN’T A BIG INTEL...
THE DIFFERENCE BETWEEN AN
AUDIENCE
“
AND A
”
CHRISBROGAN
COMMUNITYIS WHICH WAY THE CHAIRS ARE FACING.
SPORTTV/FILMMUSIC FASHION
PEOPLE SHARE EMOTIONS NOT FACTS
GREAT Marketing Does 6 Things
People Share Emotions Not Facts.
HEAD
(Logic)
HEART
(Emotion)
Customer Experience
Create More Value Than You Capture
Predict the
Future.
LOOK AT THE BEATLES: HOW
THEY STRUGGLED, HOW
HARD THEY WORKED IN
ORDER TO BECOME SUCH
A GOOD LITTLE BAND.
AND THAT'S WHY T...
375m
•  SONGS ABOUT LOVE & LOSS
•  EUROPEAN INFLUENCE
•  UNIQUE SONG STRUCTURE
•  PERFECT PRODUCTION
“ONCE UPON A TIME …
EVERY DAY …
ONE DAY …
BECAUSE OF THAT …
BECAUSE OF THAT …
UNTIL FINALLY ”.
29th June, 2007.
My One Sentence Business Model
I’m going to do ,
to make better,
as measured by ,
and is worth .
Created by @JeremyWaite
EVERYONE SHOULD PURSUE WHAT IS
ORIGINAL
“
IN ONESELF. THAT’S THE WAY
FOR A LONG LIFE (IN MUSIC).
”
BJÖRNULVAEUS
thank y u
@JEREMYWAITE | @SALESFORCE
(for the music)…
Precision Marketing
Building A (Disruptive) Customer Company
•  Unified customer view
•  Apps built disruptor fast CloudMobile Profile
Personal
•  Connect the total lifecycle
•  Machine...
ABBA Keynote, Sweden ~ "Disruptive Brands"
ABBA Keynote, Sweden ~ "Disruptive Brands"
ABBA Keynote, Sweden ~ "Disruptive Brands"
ABBA Keynote, Sweden ~ "Disruptive Brands"
ABBA Keynote, Sweden ~ "Disruptive Brands"
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ABBA Keynote, Sweden ~ "Disruptive Brands"

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My keynote from the ABBA Museum in Stockholm about explosive brands and disruption in the music industry

Published in: Technology

ABBA Keynote, Sweden ~ "Disruptive Brands"

  1. 1. Jeremy Waite Head of Digital Strategy, EMEA @JeremyWaite Jeremy.Waite@Salesforce.com How To Build A Successful Brand Business Lessons I Learned from
  2. 2. Vatican 2005
  3. 3. Vatican 2015
  4. 4. CARS FREE SEX DRUNKENNESS SUICIDE
  5. 5. KULTUR ÄTER STRATEGI FÖR FRUKOST
  6. 6. 80% EXECUTIVES ARE OVERWHELMED. “ ” 75% EXECUTIVES ARE EMOTIONAL. “ ”
  7. 7. 69,444 LIKES / SECOND 28,936 LIKES / SECOND 5,787 TWEETS / SECOND 1,388 CYBER ATTACKS / SECOND 9,838 SWIPES / SECOND 20,000 NEW SONGS / DAY
  8. 8. There’s No Such Thing As… @Scobleizer #BigData
  9. 9. COMPANIES ARE NO LONGER COMPETING “ AGAINST EACH OTHER, ” SPEED. MARCBENIOFF THEY ARE COMPETING AGAINST
  10. 10. • FABB • BABA
  11. 11. $1Bn 8 minutes $14.4Bn 24 Hours $BABA -2%
  12. 12. FGI= ?L postivie -------------------------------- (BPM-150) +(K-[1/3+?,1/3,1/3-?])+1 The Perfect Song (Feel Good Index)
  13. 13. 94M Views
  14. 14. MARKETING IS NO LONGER ABOUT THE STUFF YOU “ BUT THE ” MAKE STORIES YOU TELL. SETHGODIN
  15. 15. 77% OF CONSUMERS DON’T WANT A RELATIONSHIP “ WITH A BRAND.”
  16. 16. Image by @JeremyWaite | Originally Created by Bloomberg Businessweek @BW | Data: @Interbrand 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Best Global Brands 2000 - 2015 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Food, Drink & Tobacco Technology and Electronics Business Services & Diversified Automotive Media and Telecoms| | | | COCA-COLA MICROSOFT IBM INTEL NOKIA GE FORD DISNEY McDONALDS AT&T
  17. 17. UNKNOWN KNOWN 1 : Many Marketing 1 : 1 Customer Journeys We Need To Build Loyal Relationships, Faster.
  18. 18. Customers Are On A Journey “90% of the consumer buying journey now crosses 5 channels”. Google
  19. 19. “OF COURSE WE WORE SILLY OUTFITS, THE PICTURES WERE CORNY AND SOME PEOPLE STILL FOCUS ON THAT. BUT ABBA WASN’T A BIG INTELLECTUAL THING. WE WERE A POP GROUP”.
  20. 20. THE DIFFERENCE BETWEEN AN AUDIENCE “ AND A ” CHRISBROGAN COMMUNITYIS WHICH WAY THE CHAIRS ARE FACING.
  21. 21. SPORTTV/FILMMUSIC FASHION PEOPLE SHARE EMOTIONS NOT FACTS
  22. 22. GREAT Marketing Does 6 Things People Share Emotions Not Facts. HEAD (Logic) HEART (Emotion)
  23. 23. Customer Experience Create More Value Than You Capture
  24. 24. Predict the Future.
  25. 25. LOOK AT THE BEATLES: HOW THEY STRUGGLED, HOW HARD THEY WORKED IN ORDER TO BECOME SUCH A GOOD LITTLE BAND. AND THAT'S WHY THEY HAVE SUCH LONGEVITY AND ARE STILL ADMIRED TODAY. “ ” BJÖRNULVAEUS
  26. 26. 375m
  27. 27. •  SONGS ABOUT LOVE & LOSS •  EUROPEAN INFLUENCE •  UNIQUE SONG STRUCTURE •  PERFECT PRODUCTION
  28. 28. “ONCE UPON A TIME … EVERY DAY … ONE DAY … BECAUSE OF THAT … BECAUSE OF THAT … UNTIL FINALLY ”.
  29. 29. 29th June, 2007.
  30. 30. My One Sentence Business Model I’m going to do , to make better, as measured by , and is worth . Created by @JeremyWaite
  31. 31. EVERYONE SHOULD PURSUE WHAT IS ORIGINAL “ IN ONESELF. THAT’S THE WAY FOR A LONG LIFE (IN MUSIC). ” BJÖRNULVAEUS
  32. 32. thank y u @JEREMYWAITE | @SALESFORCE (for the music)…
  33. 33. Precision Marketing Building A (Disruptive) Customer Company
  34. 34. •  Unified customer view •  Apps built disruptor fast CloudMobile Profile Personal •  Connect the total lifecycle •  Machine learning at scale Big Data Predictive •  Enriched profile •  Employee productivity CommunitiesSales Service Contextual •  Proactive insights flow to everyone AnalyticsJourneys Flow Proactive Precision Marketing Building A (Disruptive) Customer Company

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