Scott Davis, Chief Growth Officer, discusses building relentlessly relevant brands through five core tenants: knowing and loving your brand's purpose, arming your communities, owning category clarity, driving continuous bold moves, and creating infinite remarkable experiences. When combined, these five tenants can help a brand achieve relentless relevance and enduring loyalty from consumers in today's changing marketplace. Davis uses examples from brands like Apple, Starbucks, Nike, and Disney to illustrate how they embody these principles.
5 Signs You’re in the Middle of a Digital TransformationProphet
Digital Transformation seems to be the buzzword of the moment, but what does it really mean? And, more importantly, what does it mean to your business?
Jay Olson, Brand & Marketing Strategist from QuadCreative, discusses the fundamentals of branding and provides actionable, cost-effective tips to help you grow your brand. Key topics covered
include: defining your company’s brand vision, validating audience relevance and resonance, creating alignment between your brand vision and the customer experience, creating brand magic, engaging your customers and measuring the success of your brand building activities.
The marketing and advertising arms race to create emotional appeal, generate buzz and move up brand valuation league tables, is creating a widening gap between brand strategy and business strategy. In this environment some of the once coolest and iconic brands are faltering at a game they once dominated. The key question for businesses today, is how to expose such strategic blind spots and remain relevant in the face of an evolving marketplace? This article explores one methodology and framework into just how that can be done.
Fundamentals of building a successful brand strategy including; what is a brand, foundations of a brand, challenges to a successful brand, building blocks to a successful brand strategy, brand archetypes, and buyer personas.
From product brands to concept brands the evolution of brand managementDrthomasbrand Limited
The idea of concept brands is a useful one to evaluate the extent to which a brand can stretch and create exponential brand and business growth and value. It can help a brand extend into new products, services, markets and segments. It can assist a brand to increase its growth and its value.
In this presentation, we explore what the concept is, how it works and why it matters. We investigate examples of brands that have done it right and brand that are struggling to do it right. We look at what factors make it succeed or fail.
We then review the process and questions as to how to make it work for your brand.
5 Signs You’re in the Middle of a Digital TransformationProphet
Digital Transformation seems to be the buzzword of the moment, but what does it really mean? And, more importantly, what does it mean to your business?
Jay Olson, Brand & Marketing Strategist from QuadCreative, discusses the fundamentals of branding and provides actionable, cost-effective tips to help you grow your brand. Key topics covered
include: defining your company’s brand vision, validating audience relevance and resonance, creating alignment between your brand vision and the customer experience, creating brand magic, engaging your customers and measuring the success of your brand building activities.
The marketing and advertising arms race to create emotional appeal, generate buzz and move up brand valuation league tables, is creating a widening gap between brand strategy and business strategy. In this environment some of the once coolest and iconic brands are faltering at a game they once dominated. The key question for businesses today, is how to expose such strategic blind spots and remain relevant in the face of an evolving marketplace? This article explores one methodology and framework into just how that can be done.
Fundamentals of building a successful brand strategy including; what is a brand, foundations of a brand, challenges to a successful brand, building blocks to a successful brand strategy, brand archetypes, and buyer personas.
From product brands to concept brands the evolution of brand managementDrthomasbrand Limited
The idea of concept brands is a useful one to evaluate the extent to which a brand can stretch and create exponential brand and business growth and value. It can help a brand extend into new products, services, markets and segments. It can assist a brand to increase its growth and its value.
In this presentation, we explore what the concept is, how it works and why it matters. We investigate examples of brands that have done it right and brand that are struggling to do it right. We look at what factors make it succeed or fail.
We then review the process and questions as to how to make it work for your brand.
Brand Advocacy and Social Media - 2009 GMA ConferenceBrandon Murphy
Businesses must strategically align behind creating advocates for their brands. This presentations shows companies how to focus on advocacy and spark it with social media. It was given in partnership between 22squared and Deloitte at the 2009 GMA Social Media Conference in New York.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories, customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
We believe the strongest brands are the ones that are relentlessly relevant and making a difference in consumers' lives. We created the Prophet Brand Relevance Index® (BRI) to help companies measure brand relevance and understand how it can unlock growth. In fact, data reveals that the revenue growth of the most relevant brands have outperformed the S&P 500 average by 28% over the last decade.
Learn more about the BRI and the 2018 results in this slideshare or at https://www.prophet.com/ourfirm/relevantbrands/.
The Best Retail Brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from around the world. The U.S. brands are valued for the fifth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
Brands at the Speed of Life - Designing a purposeful brand, powerful experien...Interbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in The Marketing Institute of Ireland's CMO Summit. Christian Purser, CEO, Interbrand London, talked about brands at the speed of life.
1. Designing a strong purposeful brand
2. Designing powerful brand experiences
3. (Re) Designing the organisation
Brand Strategy Proposal – The Gentleman's JournalBrett Ruffenach
Brand strategy proposal for strategic brand management class at Hult International Business School. Covers conceptual and tactical frameworks for The Gentleman's Journal, a luxury men's lifestyle magazine based in the UK
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (22nd March, 2014)
We all know it is important to consistently grow brands, but what is the best way to achieve brand growth? This webinar was conducted for the membership of ANA. It discuss how to achieve growth by extending brands into new markets, whether by geography, by category, or by industry. It features a variety of case studies and best and worst practice examples while exploring critical questions such as: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets?
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
Brand Advocacy and Social Media - 2009 GMA ConferenceBrandon Murphy
Businesses must strategically align behind creating advocates for their brands. This presentations shows companies how to focus on advocacy and spark it with social media. It was given in partnership between 22squared and Deloitte at the 2009 GMA Social Media Conference in New York.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories, customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
We believe the strongest brands are the ones that are relentlessly relevant and making a difference in consumers' lives. We created the Prophet Brand Relevance Index® (BRI) to help companies measure brand relevance and understand how it can unlock growth. In fact, data reveals that the revenue growth of the most relevant brands have outperformed the S&P 500 average by 28% over the last decade.
Learn more about the BRI and the 2018 results in this slideshare or at https://www.prophet.com/ourfirm/relevantbrands/.
The Best Retail Brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from around the world. The U.S. brands are valued for the fifth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
Brands at the Speed of Life - Designing a purposeful brand, powerful experien...Interbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in The Marketing Institute of Ireland's CMO Summit. Christian Purser, CEO, Interbrand London, talked about brands at the speed of life.
1. Designing a strong purposeful brand
2. Designing powerful brand experiences
3. (Re) Designing the organisation
Brand Strategy Proposal – The Gentleman's JournalBrett Ruffenach
Brand strategy proposal for strategic brand management class at Hult International Business School. Covers conceptual and tactical frameworks for The Gentleman's Journal, a luxury men's lifestyle magazine based in the UK
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (22nd March, 2014)
We all know it is important to consistently grow brands, but what is the best way to achieve brand growth? This webinar was conducted for the membership of ANA. It discuss how to achieve growth by extending brands into new markets, whether by geography, by category, or by industry. It features a variety of case studies and best and worst practice examples while exploring critical questions such as: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets?
Many organizations struggle with content—the surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
Prophet worked extensively with the marketing and executive leadership teams at IU Health to develop and implement a new, system-wide brand and customer experience strategy to help achieve this vision. Leveraging extensive qualitative and quantitative research across different stakeholders as the foundation, we developed a comprehensive brand strategy for the health system that involved: A new positioning that highlighted the breadth and depth of the entire system, changing the name from Clarian to Indiana University Health, developing a compelling and consistently deliverable patient experience across the system, and developing the key elements that would bring the new brand to life and deliver the desired patient experience.
Prophet 2014 Healthcare Exchange Consumer Study ResultsProphet
Eight million people signed up for insurance plans via public exchanges in the first year of the Affordable Care Act, yet an estimated 40+ million still remain uninsured. When annual enrollment opens again in October, how should companies change their tactics and targets based on experiences in year one? It’s time to learn from year one, and plan for year two and beyond.
We've released our findings from our 2014 survey of consumer attitudes and experiences with the Affordable Care Act’s first healthcare exchange open enrollment period. The survey of 1000 American adults shows that while nearly half of respondents plan to purchase healthcare on the exchange in the future, concerns over cost, confusion over subsidies and general distrust of health insurance companies persist.
To hear the audio that accompanies these slides, watch a recording of our webinar here: http://bit.ly/1vbOvUO.
The State of Consumer Healthcare: A Study of Patient ExperienceProphet
There is a vital change happening in healthcare: People are demanding to be treated as savvy consumers, who deserve choices, convenience and fair prices. The same revolution of consumerism that’s shaking up the way the world buys financial services, airline tickets and groceries is finally underway in healthcare. And as healthcare options multiply, this trend will only accelerate. Providers who are ready to respond by creating a strong patient experience are going to win, and those who aren’t will be left behind.
This presentation explains findings from the patient experience study which was conducted to understand the consumer healthcare experience by assessing the gap between patient and providers’ expectations and perceptions, and arm institutions with the ability to assess their own organization, define a successful strategy, and deliver on it.
View the webinar here: http://bit.ly/1RLgTFX
Although analyzing “big data” has the power to transform your business, the ease of doing so has been over-stated. In reality, harnessing big data is still a messy and labor-intensive business. We are incredibly excited by what we can do with data but also think some of the hype is doing brands a disservice, because it creates a false expectation of how easy this work is going to be. Most things in life that are important and worthwhile are difficult, and the analysis of Big Data is no different. Don’t believe these commonly heard myths…
Are Traditional Teaching Methods Right for Today's StudentsWiley
Learn about the different domains of competency that influence student success in the classroom and provides them with the necessary skills for the 21st century workplace.
Business optimization | building your first million is easySurjeet Singh
Making your first million is easier with the help of these a few steps. you'll find that making millions in a few short years is not that much difficult as you think before.
How can you and your organization demonstrate positive elearning return on investment (ROI)? Find out in this guide, which describes six key strategies.
Learn more about eLearning: http://www.lynda.com/Elearning-training-tutorials/33-0.html
Why brand - The Power of Identity in the Mind of the ConsumerStephen Booth
Your brand is not just what you say, not how you look or what you do. It’s everything that makes you who you are. It’s your IDENTITY!
Uncover your brand and prosper!
IRCE 2013: 45 Tips in 45 Minutes for Creating the Ideal Customer ExperienceFifth Gear
Fifth Gear President Matt Konkle and MindWare General Manager Present at IRCE 2013
There are myriad ways at the back end for online retailers to improve their customer experience and increase sales, from a faster order fulfillment to a pleasant customer service experience. Our speakers in this fast-paced session will share their first-hand experience on how retailers can push their order fulfillment and customer service operations to create a standout shopping experience.
Rediscover and reconnect with your brand in our SynergyHSV Branding Workshop. We’ll solve your biggest brand strategy challenges.
Learn how to establish you own brand and critique others. Come with questions and a hungry mind. Suitable for new & established businesses, marketing staff and serious design students.
Presentations from AdvoFest 2019 from Birds Eye, Interflora, the NHS, Warwick Business School, Electric House, and many more. Presentations covered, customer experience, marketing, brand advocacy, customer advocacy, innovation, and customer insight.
Susan Gunelius' presentation from the October 5, 2010 Entrepreneur Media and Verizon Wireless Winning Strategies for Business conference in Long Beach, California.
From Brands to Lovemarks: how to develop a healthy emotional relationship that does not manipulate, but serves your customers. Shared values (Brand Purpose), Community to inspire and support, Trust as the most important currency, Fans building Brands (Earned Media), and the fundamental shift in ownership: it is not you owning your Brand.... but the people. A "Red Paper" worth to read to inspire your brand.
Presentation delivered by Susan Gunelius, President & CEO of KeySplash Creative, Inc., at the Entrepreneur Magazine and UPS Growth 2.0 Conference in Miami, Florida on January 26, 2010. Audience included small business owners and entrepreneurs.(www.keysplashcreative.com) (www.twitter.com/susangunelius)
In this presentation for Startup Week Seattle 2017, Fitcode's Stephanie Chacharon shares the fundamentals of branding: from brand discovery and building blocks to making it real.
The term branding is relegated to companies, however today almost every individual has a personal brand. Start thinking of yourself as a brand, to be a better leader, to be a better employer brand, to celebrate your accomplishments.
Learn how to create more resilient brand "fans" with these helpful marketing tips. From direct mail to social media, we will show you how one of the greatest rock bands of all time, the Grateful Dead, changed the way we do marketing today.
Your brand isn't a logo, color scheme, tag line or PR campaign. Your brand is what your publics/stakeholders/constituents perceive it to be. This presentation reveals secrets to help non-profits in their branding process.
The brand is not a logo, design package, advertising tag line or public relations campaign, rather it is the perception which your constituents hold of you. This presentation provides informative suggestions as to how non-profits can successfully establish and maintain their brand.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5. Prepared for Chicago AMA’s BrandSmart Conference 4Proprietary and confidential. Do not distribute.
6. Prepared for Chicago AMA’s BrandSmart Conference 5Proprietary and confidential. Do not distribute.
Sources: The Verge
Relevance is
no longer a
moment in time,
and no brand
can assume
enduring loyalty
7. Prepared for Chicago AMA’s BrandSmart Conference 6Proprietary and confidential. Do not distribute.
Every brand needs to think like a challenger
8. Prepared for Chicago AMA’s BrandSmart Conference 7Proprietary and confidential. Do not distribute.
Awareness Driver
Advertising (TV, print, online ads)
Friends and family who volunteered their opinion
Observing people use product/brand
Research conducted online
Friends & family from whom you sought out opinions
Information at store or on-shelf
Company's website
Promotion/sponsorship from the company
Sales material by company that came to you
Product reviews by experts, peers
Research conducted offline
Sales material by company that you sought out
Salesperson at point of sale
Direct mail with special offer from company
News media
Email/text message with special offer from company
Telemarketing with special offer from company
Purchase Driver
Friends & family from whom you sought out opinions
Friends & family who volunteered their opinion
Research conducted online
Promotion/sponsorship from the company
Product reviews by experts, peers
Company's website
Information at store or on-shelf
Research conducted offline
Observing people use product/brand
Advertising by the company
Sales material by company that you sought out
Sales material by company that came to you
Direct mail with special offer from company
Salesperson at point of sale
News media
Email/text message with special offer from company
Telemarketing with special offer from company
Source: Prophet Consumer Research; Jack Morton : The Year of Experience Brands
Most
Least
You no longer drive preference, your target
consumer does… and define relevance as a result
9. Prepared for Chicago AMA’s BrandSmart Conference 8Proprietary and confidential. Do not distribute.
1 DIY Empowerment
2 Shared Economy
3 On-Demand Service Mentality
4 Knowledge Sourcing Communities
5 Winning Validation
6 Considerate Choices
7 Personalized Service
There is a new generation of brands that are winning
the relevance war through pervasive consumer
participation and engagement. Old brands take heed!
10. Prepared for Chicago AMA’s BrandSmart Conference 9Proprietary and confidential. Do not distribute.
This sounds great, Scott! But we think you’re full of it.
What are consumers saying?
Source: Prophet brand survey, n = 1000
I choose brands more for how they connect with my life than
for being widely known and advertised.81%
I’m more loyal to brands that continue to find new ways of being
relevant in my life.80%
I am more loyal to a brand that I can engage with on
my own terms.72%
My ability to interact with/help shape a brand is important when
choosing what brand I buy.59%
11. Prepared for Chicago AMA’s BrandSmart Conference 10Proprietary and confidential. Do not distribute.
So How Do You Define a
Relentlessly Relevant Brand?
10
Relentlessly Relevant brands consistently
inspire us and move us to action. They make
smart, bold moves that amaze customers, push
competitors out of consideration, and – at times
– define entirely new categories and markets.
And they do it while remaining unwaveringly
authentic to who they are.
Relentlessly Relevant brands engage, surprise
and connect. They delight, disrupt and deliver.
They are restless. They push themselves to
earn and re-earn customers’ loyalty – and they
define and redefine what’s possible in their
categories and in our world.
Those companies that have built
RELENTLESSLY RELEVANT brands generally
have four common characteristics:
12. Prepared for Chicago AMA’s BrandSmart Conference 11Proprietary and confidential. Do not distribute. 11
Consumer Obsessed Distinctively Inspired
Ruthlessly PragmaticPervasive Innovators
14. Prepared for Chicago AMA’s BrandSmart Conference 13Proprietary and confidential. Do not distribute.
There are five tenants core to driving
relentless brand relevance
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
15. Prepared for Chicago AMA’s BrandSmart Conference 14Proprietary and confidential. Do not distribute.
Know what your purpose is and why
you exist. Inspire employees and
stakeholders and they will, in turn,
inspire your customers
Know and Love
Your Purpose
16. Provide the
democratization
of technology
Apple
Provide a
third refuge
Starbucks
Empower women to find
their inner beauty
Dove
Provide unconditional
personal service
Zappos
Provide magic
moments
Disney
Provide affordable
luxury
IKEA
Celebrate the athlete
within each of us
Nike
Be irreverent, rule
breakers, regardless
of category
Virgin
Be unconventionally,
fashionably affordable
H&M
17. Become THE brand that defines
the category. Be clear, intentional,
and aggressive!
Own Category
Clarity
18. Prepared for Chicago AMA’s BrandSmart Conference 17Proprietary and confidential. Do not distribute.
Leverage employees and loyal
customers as allies. Give them a
reason to love you and influence
others to do the same.
Arm Your
Communities
19. Give customers what they want,
through any channel, in ways that
make them remember and talk
about you in remarkable ways
Create Infinite
Remarkable
Experiences
20. Drive a series of consistent moves
to keep your brand fresh,
relevant, inspired, and “in your
customer’s face.”
Drive a Continuous
Stream of Bold
Moves
21. Prepared for Chicago AMA’s BrandSmart Conference 20Proprietary and confidential. Do not distribute.
When These Five Work Together Relentless
Relevance Becomes The New Norm
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
22. Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
When These Five Work Together Relentless
Relevance Becomes The New Norm
23. Prepared for Chicago AMA’s BrandSmart Conference 22Proprietary and confidential. Do not distribute.
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
When These Five Work Together Relentless
Relevance Becomes The New Norm
24. Prepared for Chicago AMA’s BrandSmart Conference 23Proprietary and confidential. Do not distribute.
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
When These Five Work Together Relentless
Relevance Becomes The New Norm
25. Prepared for Chicago AMA’s BrandSmart Conference 24Proprietary and confidential. Do not distribute.
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
When These Five Work Together Relentless
Relevance Becomes The New Norm
26. Prepared for Chicago AMA’s BrandSmart Conference 25Proprietary and confidential. Do not distribute.
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
When These Five Work Together Relentless
Relevance Becomes The New Norm
27. Prepared for Chicago AMA’s BrandSmart Conference 26Proprietary and confidential. Do not distribute.
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
When These Five Work Together Relentless
Relevance Becomes The New Norm
28. Prepared for Chicago AMA’s BrandSmart Conference 27Proprietary and confidential. Do not distribute.
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
When These Five Work Together Relentless
Relevance Becomes The New Norm
29. Prepared for Chicago AMA’s BrandSmart Conference 28Proprietary and confidential. Do not distribute.
Know and Love
Your Purpose
Arm Your Communities
Own Category
Clarity
Drive a Continuous
Stream of Bold Moves
Create Infinite
Remarkable
Experiences
When These Five Work Together Relentless
Relevance Becomes The New Norm
30. Prepared for Chicago AMA’s BrandSmart Conference 29Proprietary and confidential. Do not distribute. 29
Not to be outdone by Burger King…
31. Prepared for Chicago AMA’s BrandSmart Conference 30Proprietary and confidential. Do not distribute.
Scott Davis
Chief Growth Officer
sdavis@prophet.com
@scottdavisshift
@forbes.com/sites/scottdavis/
prophet.com
Editor's Notes
Starbucks: Multiple experiments with coffee machines, fast expansion / contraction (circa 2007), delivery, Social Issues (Race Together, Ethos water acquisition), Premium (Clover Press Machine & Starbucks Reserve), new products, food, baked goods, machines, cold brew launch (this summer); loyalty program, popular culture (music / apple partnership), and more
Last week, Starbucks launched an effort aimed at getting baristas and customers chatting about race-related issues in the U.S., and by the end of the week, the company pulled the plug on what many consider to have been a watered-down concept. From a cause marketing standpoint, though, the effort wasn’t without merit, experts say.
T-Mobile: Launched a series of moves: No contracts, unlimited (data, voice, text), JUMP – Just Upgrade My Device, Switch Without a Hitch (we’ll buy you out from the handcuffs of your old carrier). Voice over wifi
Disney: Constantly reinventing new properties franchises and experiences and bringing them to life in digital and physical form. 27% profit rise in 2013 due to the strength of releasing the Frozen franchise. Release of Disney’s MagicBand to control your “My Disney Experience” and move across the parks in new ways.
Warby Parker: Created a model selling glasses for $95 a pair, a fraction of the price of other stylish eyewear brands. Buy a pair, give a pair social tie-in has donated more than a million glasses to people in need. Highest NPS in the industry with excellent customer service (Net Promoter Score has consistently been in the high 80s or low 90s since we launched). Has innovated around Guideshops, new ways to deliver a try-on experience (online and through free mail delivery), etc.
Dell: In 2013, computer giant Dell struck a $24.4 billion leverage buyout deal after years of layoffs and declining business. As growth left the PC market with users switching more to tablets and mobile devices and intensity increased in enterprise solutions market with Dell losing share to HP and Lenova, it was not prepared for changing consumer needs. Dell slavisly kept to its success formula of doing no product development, leaving that to vendors Microsoft and Intel, as it focused on hardware manufacturing and supply chain excellence. As the market shifted from the technologies it knew Dell kept trying to cut costs and product prices, hoping that somehow people would be dissuaded from changing technologies.
Every brand must think like a challenger– if Amazon isn’t disintermediating or going after your business, someone else is
Fifty years ago, the life expectancy of a Fortune 500 firm was around 75 years. Today, it’s less than 15 years and declining all the time
X
X
Well I sort of just told you. Relentlessly Relevant brands:
Remember from the starbucks and T Mobile examples versus MCD’s and the Gap—relentlessly beating the relevance drum, staying ahead of the curve and not be afraid of taking some risks
Realize that relevance is no longer a moment in time
Seek to earn loyalty every single day
Constantly think about staying one step ahead of the competition—anyonce competing with Amazon
Recognize complexity is inherent in our world and strive for category clarity leadership—Uber and Nest
Seamlessly live in a digital world--everyone
Realize that their “salesman of the year” is you—TripAdvisor, ZocDoc
Embrace the fact that the most powerful brands are the ones that are co-created with customers
RELENTLESSLY RELEVANT brands are anchored on four critical cornerstones.
Google failed with glass, plus, igoogle but then has made successful ventures in docs, waze, hangouts, cloud, and enterprise solutions.
Capital One conducts tens of thousands of experiments each year to improve the way it acquires customers, maximizes their lifetime value, and even terminates unprofitable ones. In doing so, Capital One has grown from a small division of Signet Bank to an independent company with a market capitalization of $44 billion.
Fiat went from overcoming rep of poor quality and reliability—Millenial trend of simplifying life, emotional buy, distinctively unique—Driving Delight—connecting with customers on an emotional level; Italian driving experience, fun, flirtatious—est meaning behind the brand beyond the 500—crossover; difference between mini and fiat—only can design what is onbrand – mini you can make an ugly car—dealerships are called studios
Amazon:
To start, Amazon was a book seller, but Jeff Bezos looked at it as the first major online retailer – that was it’s purpose
Amazon quickly became famous for it’s cheap and timely shipping, as well as the Kindle, and for putting brick and mortar stores like Borders out of business
Amazon has created legions of followers from it’s excellent customer service, and it’s amazon prime memberships
Amazon allows users to purchase from any device, and stream videos to most devices, they can ship anywhere and are happy to cater to customer needs
Finally, amazon is not stopping, but innovating with new business acquisitions, closer ties to the android marketplace, and new online services
Dove
Dove has become a symbol for respecting personal beauty and the way think about our selves.
The dove symbol stands for more than soap, but also for self esteem and inner beauty (See Video)
Zappos
Amazon is one of our top three companies from the opening list, however that would not be the case if it weren’t for their top notch customer experience that came from their purchase of online shoe retailer, Zappos.
Zappos was a customer service firm first, and a shoe seller second. It just happened that selling shoes and apparel was their business, but their niche was customer service
Dove
Dove has become a symbol for respecting personal beauty and the way think about our selves.
The dove symbol stands for more than soap, but also for self esteem and inner beauty (See Video)
Zappos
Amazon is one of our top three companies from the opening list, however that would not be the case if it weren’t for their top notch customer experience that came from their purchase of online shoe retailer, Zappos.
Zappos was a customer service firm first, and a shoe seller second. It just happened that selling shoes and apparel was their business, but their niche was customer service
Dollar
Getting us to rethink the entire frame of reference and ridiculous price points of shaving
HBO
Continues to define what is possible in terms of content on line, off line and continues to forge conversations through their programming
HD
65k orange aprons; do all of the heavy lifting for the brand; greatest gift they ever got was their own brand to sell HDX was number one Store brand/PL of 2013
USAA
Their respect for their customers is only matched by how well they treat their employees as they are the RTB for veterans and their family—increased line of products and services, total trust—most admired, respected and top global brands in the world
Burberry
From losing money in 2006 and being 90% licensed out to becoming the number one British luxury brand again—middle age men trench coats are hard to find as millennials, through self expression, music, advocacy and fashion shifted their trajectory
Cosmo
$2B empty shell five years ago—distressed asset to the number one revpar on the strip—targeted the curious class—a new segment and created a series of experiences around them to keep win with them –unlike every other hotel in Vegas, their goal was to get new customers to come to Vegas and not steal share from others
Dove
Dove has become a symbol for respecting personal beauty and the way think about our selves.
The dove symbol stands for more than soap, but also for self esteem and inner beauty (See Video)
Zappos
Amazon is one of our top three companies from the opening list, however that would not be the case if it weren’t for their top notch customer experience that came from their purchase of online shoe retailer, Zappos.
Zappos was a customer service firm first, and a shoe seller second. It just happened that selling shoes and apparel was their business, but their niche was customer service
McDonald's Launches the Big Mac Lifestyle Collection for Fans of Beefy, Cheesy Everything Wallpaper, bed sheets, clothes and more
RELENTLESSLY RELEVANT brands are anchored on four critical cornerstones.