(Part 2) 15 Brand Experience Trends for 2015 by Graham D Brown

BRAND EXPERIENCE
TRENDS 201515
www.GrahamDBrown.com
PART 2/3

This is Part 2/3
of a trend
series for 2015
available on
created by
Graham D Brown

what’s inside
part 2?
6. brand happens
7. many to many
8. brand democracy
9. paid vs earned media
10. fans

#6 Brand Happens

“You can benefit
from the
conversation without
controlling it”
- Henry Jenkins

brand
management
brand
curation
brand management is
so...1989
let’s stop trying to manage conversations and start
giving them the tools to share their own

brands that don’t get shared
don’t get experienced
www.GrahamDBrown.com pic © GoPro

We can no longer control and manage
the brand conversation like we used to...
CONTROL MANAGE
www.GrahamDBrown.com flickr © posterboynyc

#7 Many to Many

“You need to
understand the pain
points, the
transportation
culture and the
transportation
systems that exist
in every city and
start making some
educated guesses”
- Travis Kalanick,
CEO Uber

http://www.google.com/trends/explore#q=store%20opening%20hours
Google Search Trends:
“Store Opening Hours”
some things businesses just aren’t very good at like
providing the most basic information

Learn the secrets of
how to create
exceptional Brand
Experience without
being Steve Jobs!
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interrupting
START connecting
www.GrahamDBrown.com flickr © rafaelchacon

conversation
with our
brand
conversation
with each
other
one to one is on the decline in
2015 because the customer’s
biggest fear is being alone
don’t be piggie in the middle, build a platform
to help customers connect and tell their own
stories

#8 Brand Democracy

We recognized we are
as much in the
content enabling
business as we are in
the consumer products
business.
Nick Woodman,
CEO GoPro
it’s all about
storytelling

de·mo·cra·cy
[dəˈmäkrəsē]
noun
control of an organization or
group by the majority of its
members

http://gopro.com/
who’s the
hero?

use new media to find new ways
of the story
make the customer the
www.GrahamDBrown.com flickr © jdhancock

brand
control
brand
democracy
give them the tools to help
tell their story
nobody’s interested in official brand
stories anymore… get over it!

“It took a few years to realize
that there are a lot more people
in the world that want to
capture themselves doing what
they want, what they love to do,
their passions and interests, than
there are that want to capture
other people”
- Nick Woodman,
CEO GoPro
you can’t buy exceptional brand
experience...

#9 Paid vs Earned
Media

earned media
noun
Earned media is publicity
gained through promotional
efforts other than
advertising, as opposed to
paid media

https://books.google.com/ngrams/
Google NGram Search
“Earned Media”
this is the future!

Paid
Media
Earned
Media
we can’t buy trust and
attention anymore, we have to
earn it
earn it through building long term
relationships with your brand Fans

“It's better to have 100
people love you than to
have 1,000,000 people
like you.”
- Brian Chesky, CEO
Airbnb
build the brand
one FAN at a time...

fan
[fan]
noun
an enthusiastic devotee,
follower, or admirer of a
sport, pastime, celebrity,
etc.:

http://www.google.com/trends/explore#q=lego
Google Search Trends:
“Lego”
...a successful brand built one Fan at a
time

customers Fans
if you don’t know who your Fans
are, you only have customers
connect with your Fans at your brand
touchpoints, the Frontline...

now, get ready for
My FREE DOWNLOAD

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 75 pages FREE!

(Part 2) 15 Brand Experience Trends for 2015 by Graham D Brown

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(Part 2) 15 Brand Experience Trends for 2015 by Graham D Brown