(Part 1) 15 Brand Experience Trends for 2015 by Graham D Brown

BRAND
EXPERIENCE
TRENDS 2015
15
www.GrahamDBrown.com
PART 1

This is Part 1/3
of a trend
series for 2015
available on
created by
Graham D Brown

what’s inside
part 1?
1. brand experience
2. liked vs loved
3. the connection
economy
4. attention is your
biggest cost
5. end of the Big Idea

Let’s take a
look inside
the head of
your
customer in
2015
start here

she sees
170,000
marketing messages
by her 17th birthday
www.GrahamDBrown.com flickr © jonathan-grado
this is a problem!

she lives in a world of noise
www.GrahamDBrown.com flickr © joaolavinha

she
doesn’t
need
more
marketing

Google search “how to unsubscribe”
I’m a customer, get me out of
here!

her
awareness
means
nothing

when was the last time
she bought a Cadillac?
so much for being aware of the brand!

her
attention
means
everything

her brain gates out
95%
of the information
www.GrahamDBrown.com flickr © helgabj

Wait a minute,
While I have your
attention...

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In marketing today...
ATTENTION
is
your
biggest
COST
www.GrahamDBrown.com flickr © helgabj

the best place to bury a
dead body these days
is in the 2nd page of Google
search results
when was the last time you went here?

So, the
question
we need
to be
asking
is...

what makes your brand any different?
www.GrahamDBrown.com flickr © evadedave

how do they do it?

how do they lead
their industries in
with world-class
brand experience?

So here are the 15
biggest trends in Brand
Experience in 2015
driven by these leaders:

#1 Brand Experience
...the 1st trend

Your brand is
what people say
about you when
you’re not in the
room
- Jeff Bezos,
CEO Amazon

branding
brand
experience
...because experience
is the brand
I’ll use this format for every trend so you can
see what’s changed in Brand Experience

Brands are no more
than the stories we tell
www.GrahamDBrown.com flickr © mugraha

Experience is only real...
when shared
www.GrahamDBrown.com flickr © zoetnet

#2 Liked vs Loved

“The Zune was
crappy because the
people at Microsoft
don’t really love
music or art the
way we do. We won
because we
personally love
music.”
- Steve Jobs, CEO Apple

love
[luhv]
noun
a feeling of warm personal
attachment or deep affection,
as for a parent, child, or
friend.

because people buy on emotion
and justify with logic
www.GrahamDBrown.com flickr © micadew
this is what it’s all about!

if customers
LIKE you
you might as well
be
INVISIBLE
www.GrahamDBrown.com flickr © thejameskendall

like love
if customers like you be
afraid, be very afraid
1000 people Liking your brand on Facebook
< 1 customer who Loves it

people only
recommend
brands they
www.GrahamDBrown.com flickr © tanj

#3 The Connection
Economy

“the connection
economy rewards
the leader, the
initiator and the
rebel”
Seth Godin, author

the media
advertising
complex
the
connection
economy
what people share
= your brand

now we are all connected...
flickr © frauhoelle

#4 Attention is Your
Biggest Cost

People don’t wake up
thinking about BRANDS
anymore...
www.GrahamDBrown.com flickr © commonbond

at·ten·tion
[əˈten(t)SH(ə)n/]
noun
notice taken of someone or
something; the regarding of
someone or something as
interesting or important.

http://www.google.com/trends/explore#q=gangnam%20style
Google Search Trends:
“Gangnam Style”
Awareness doesn’t last very long

Not a strategy to build a brand long term

awareness attention
Pay Attention: 95% of marketing in
the Connection Economy is wasted
because marketers forget that
customers have to pay to see it

tell her what’s noise and what’s signal
help her make sense of all the noise

tell her what’s noise and what’s signal
we’re only interested when it’s about us...

after all, who’s profile do
we look at the most?
...our own of course

#5 End of The Big
Idea

The days of
ARE OVERwinning awards
and Tony the Tiger
Sorry guys!

the big idea
noun
An attempt to communicate a
brand, product, or concept to
the general public, by
creating a strong message that
pushes brand boundaries and
resonates with the consumers

one
Big
Idea
many
small
actions
Don’t forget that David Ogilvy, Mad
Men and the Pepsi Generation
weren’t just last century, they were
the last millennium...

the ad agency model is so
old fashioned it still uses
Roman Numerals
...and why
don’t ad
agencies
advertise?

now, get ready for
My FREE DOWNLOAD

http://www.grahamdbrown.com/download-
1

2015 is the year for
Brand Leadership
Find out how brand
leadership can help
you create exceptional
brand experience
without being Steve
Jobs!
CLICK HERE
& Download
50 pages FREE!

(Part 1) 15 Brand Experience Trends for 2015 by Graham D Brown

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(Part 1) 15 Brand Experience Trends for 2015 by Graham D Brown