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.
Vatican 2005

3.
Vatican 2015

4.
CARS FREE SEX
DRUNKENNESS SUICIDE

5.
KULTUR ÄTER STRATEGI
FÖR FRUKOST

6.
80% EXECUTIVES ARE
OVERWHELMED.
“
”
75% EXECUTIVES ARE
EMOTIONAL.
“
”

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.
There’s No Such Thing As…
@Scobleizer
#BigData

9.
COMPANIES ARE NO LONGER
COMPETING
“
AGAINST EACH OTHER,
”
SPEED.
MARCBENIOFF
THEY ARE COMPETING AGAINST

10.
• FABB • BABA

11.
$1Bn 8 minutes
$14.4Bn 24 Hours
$BABA -2%

12.
FGI= ?L postivie
--------------------------------
(BPM-150) +(K-[1/3+?,1/3,1/3-?])+1
The Perfect Song
(Feel Good Index)

13.
94M Views

14.
MARKETING IS NO LONGER ABOUT THE
STUFF YOU
“
BUT THE
”
MAKE
STORIES YOU
TELL.
SETHGODIN

15.
77% OF CONSUMERS DON’T WANT A
RELATIONSHIP
“
WITH A BRAND.”

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.
UNKNOWN KNOWN
1 : Many Marketing 1 : 1 Customer Journeys
We Need To Build Loyal Relationships, Faster.

18.
Customers Are On A Journey
“90% of the consumer buying journey now crosses 5 channels”. Google

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.
THE DIFFERENCE BETWEEN AN
AUDIENCE
“
AND A
”
CHRISBROGAN
COMMUNITYIS WHICH WAY THE CHAIRS ARE FACING.

21.
SPORTTV/FILMMUSIC FASHION
PEOPLE SHARE EMOTIONS NOT FACTS

22.
GREAT Marketing Does 6 Things
People Share Emotions Not Facts.
HEAD
(Logic)
HEART
(Emotion)

23.
Customer Experience
Create More Value Than You Capture

24.
Predict the
Future.

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.
375m

27.
• SONGS ABOUT LOVE & LOSS
• EUROPEAN INFLUENCE
• UNIQUE SONG STRUCTURE
• PERFECT PRODUCTION

28.
“ONCE UPON A TIME …
EVERY DAY …
ONE DAY …
BECAUSE OF THAT …
BECAUSE OF THAT …
UNTIL FINALLY ”.

29.
29th June, 2007.

30.
My One Sentence Business Model
I’m going to do ,
to make better,
as measured by ,
and is worth .
Created by @JeremyWaite

31.
EVERYONE SHOULD PURSUE WHAT IS
ORIGINAL
“
IN ONESELF. THAT’S THE WAY
FOR A LONG LIFE (IN MUSIC).
”
BJÖRNULVAEUS

32.
thank y u
@JEREMYWAITE | @SALESFORCE
(for the music)…

33.
Precision Marketing
Building A (Disruptive) Customer Company

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