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

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What are the key trends in Brand Experience for 2015? This is PART 2 of a 3 part series on Slideshare on Brand Experience. How are brands like Zappos, Southwest Airlines, Apple, Monster, LEGO and Yelp redefining how customers engage with brands in 2015? LIKE and SHARE this presentation. Don't forget to get the 75 page PDF download http://www.grahamdbrown.com/download-2

Social Media

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

“You can benefit
from the
conversation without
controlling it”
- Henry Jenkins
www.GrahamDBrown.com

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

“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
www.GrahamDBrown.com

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

interrupting
START connecting
www.GrahamDBrown.com flickr © rafaelchacon

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

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

http://gopro.com/
www.GrahamDBrown.com
who’s the
hero?

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

www.GrahamDBrown.com
#9 Paid vs Earned
Media

www.GrahamDBrown.com
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”
www.GrahamDBrown.com
this is the future!

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

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If you owned stock in Starbucks and Apple, you'd be sitting on a 1000% return on your investment over the last 7 years. The phenomenal rise of these two companies is the result of clear focus on their brand marketing strategy, one which required a conscious split from traditional BRANDING based advertising, to marketing fit for the 21st century: BRAND EXPERIENCE. In this presentation, we'll look at the success story from the Starbucks side: a case study of how Starbucks became a loved brand like Apple and the 5 factors that underpin its class-leading marketing strategy.

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

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

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

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

4. www.GrahamDBrown.com #6 Brand Happens

5. “You can benefit from the conversation without controlling it” - Henry Jenkins www.GrahamDBrown.com

6. www.GrahamDBrown.com 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

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

9. www.GrahamDBrown.com #7 Many to Many

10. “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 www.GrahamDBrown.com

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

12. www.GrahamDBrown.com Learn the secrets of how to create exceptional Brand Experience without being Steve Jobs! CLICK HERE & Download 50 75 pages FREE!

14. www.GrahamDBrown.com

15. www.GrahamDBrown.com 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

16. www.GrahamDBrown.com #8 Brand Democracy

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

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

19. http://gopro.com/ www.GrahamDBrown.com who’s the hero?

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

22. “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 www.GrahamDBrown.com you can’t buy exceptional brand experience...

23. www.GrahamDBrown.com #9 Paid vs Earned Media

25. www.GrahamDBrown.com earned media noun Earned media is publicity gained through promotional efforts other than advertising, as opposed to paid media

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

27. www.GrahamDBrown.com 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

28. www.GrahamDBrown.com #10 Fans

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

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

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

32. www.GrahamDBrown.com

33. www.GrahamDBrown.com 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...

34. now, get ready for My FREE DOWNLOAD

35. 2015 is the year for Brand Leadership www.GrahamDBrown.com 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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