The factors that will drive the growth or the demise of brands in the next twenty years. A critical view of how brands will evolve and devolve & what to do
A client wanted to get a view point on using numbers in name branding. And so, nailbites did a small online study and compiled this brief presentation explaining various aspects related to it.
Fashion E-commerce - Branding vs. Conversion (SXSW14 talk)Pieter Jongerius
In fashion, perhaps more than anywhere else, branding is everything.
Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate.
In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same.
In this talk, Pieter Jongerius will bring together the worlds of fashion, touchpoint strategy and e-commerce design. After this talk, you will have learnt a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Luxury 3.0- a new Retail Scenario for Product Mass Customization and On Deman...ELSE CORP
ELSE Corp offers a new solution for luxury fashion retail: "Luxury Product Customization and Virtual Retail". Introduction to New Trends & New Principles, The Perfect Product and The Virtual Retail. Luxury 3.0 scenario
For more info: http://www.else-corp.com/
IDeas BIG Global Brand Ranking Report ranks top worldwide brands based on a compilation of some of the most popular and prestigious rankings. Visit http://blog.ideasbig.com/the-2013-definitive-global-brand-ranking-report/ to download.
Automotive Product & Marketing Innovation For MillennialsGood Rebels
The Spotify and Netflix generation is as comfortable sharing and subscribing to their driving options as they are to their entertainment. Smart players will place equal emphasis on monetising services as they will innovating their product range.
If the trends seen in this report become reality, a business based purely on production and volume sales will fail. Traditional OEMs must become service-based businesses to thrive.
Find out how to thrive if you are a product or marketing automotive professional.
In today’s connected world consumer experience IS your brand. Your brand is defined, not by a marketing team or agency, but by how people experience it. Our study shows unequivocally what we think the industry has known instinctively for some time; women are disenfranchised by the automotive industry.
In this ground-breaking research project, we surveyed over 48,000 women to establish the "state of the nation" of the female experience of automotive.
A client wanted to get a view point on using numbers in name branding. And so, nailbites did a small online study and compiled this brief presentation explaining various aspects related to it.
Fashion E-commerce - Branding vs. Conversion (SXSW14 talk)Pieter Jongerius
In fashion, perhaps more than anywhere else, branding is everything.
Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate.
In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same.
In this talk, Pieter Jongerius will bring together the worlds of fashion, touchpoint strategy and e-commerce design. After this talk, you will have learnt a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Luxury 3.0- a new Retail Scenario for Product Mass Customization and On Deman...ELSE CORP
ELSE Corp offers a new solution for luxury fashion retail: "Luxury Product Customization and Virtual Retail". Introduction to New Trends & New Principles, The Perfect Product and The Virtual Retail. Luxury 3.0 scenario
For more info: http://www.else-corp.com/
IDeas BIG Global Brand Ranking Report ranks top worldwide brands based on a compilation of some of the most popular and prestigious rankings. Visit http://blog.ideasbig.com/the-2013-definitive-global-brand-ranking-report/ to download.
Automotive Product & Marketing Innovation For MillennialsGood Rebels
The Spotify and Netflix generation is as comfortable sharing and subscribing to their driving options as they are to their entertainment. Smart players will place equal emphasis on monetising services as they will innovating their product range.
If the trends seen in this report become reality, a business based purely on production and volume sales will fail. Traditional OEMs must become service-based businesses to thrive.
Find out how to thrive if you are a product or marketing automotive professional.
In today’s connected world consumer experience IS your brand. Your brand is defined, not by a marketing team or agency, but by how people experience it. Our study shows unequivocally what we think the industry has known instinctively for some time; women are disenfranchised by the automotive industry.
In this ground-breaking research project, we surveyed over 48,000 women to establish the "state of the nation" of the female experience of automotive.
An introduction to Useful Brands from a Byte Breakfast event, presented by 383 co-founder John Newbold.
http://383project.com/blog/useful-brands-byte-breakfast/
Fashion E-commerce - Conversion versus branding? (SXSW 2014 talk by Pieter Jo...Fabrique
In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same. In this talk, Pieter Jongerius has brought together the worlds of fashion, touchpoint strategy and e-commerce design. It contains a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Welcome to our annual collection of top 25 signs according to marketing & innovation experts using & working daily with our Inspiration-Hub.
We have selected the 25 most game changing and important signs that drew the attention of our readers this year the most.
Explore the collection of disruptive signs from categories such as consumer insights, product innovation, service innovation, experience innovation & communication and see where the market is going.
Levantamento realizado pela Interbrand, mostrando o estudo com ranking, valor e estratégia das principais marcas no mundo.
(C)Interbrand - Interbrand, divisão da Omnicom, é uma companhia que trabalha com marcas globais. A Interbrand foi fundada, em 1974, como Novamark por John Murphy
El día en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciación o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
Talk for the Digital Marketing Dialog Benelux, Amsterdam, October 2015. What does it mean to be a digital pioneer in B2B? Innovation is not anymore only product innovation. Digital changed the costumer experience and the relationship between marketing and sales. As B2B company you should understand in which area of the customer experience you can be part of the conversation.
Antti Ujainen, co-founder and CEO of SBD, kicks off the Marketing Automation Unplugged-event which was held on February 5th 2015. In his presentation, Antti describes the problems that marketing automation can solve, presenting a triangle framework which consists of your brand, your customer and the media through which you communicate with your customers. He also has the low-down on media consumption in this day and age and suggests that marketing and sales need to communicate in a more streamlined fashion. Towards the end he suggests a couple of frameworks for succeeding in implementing a marketing automation system and presents a couple of cases in which SBD have successfully solved their clients' problems.
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.
There’s never been a more exciting time to be a player in the energy sector but, if your brand is going to stand out from the crowd, you’ll need to be working with the right team. We’ve been creating the right conditions for energy brands to grow, and nurturing that growth for clients for over 10 years. We’re ‘The Specialist Design Agency for the Energy Sector’ and our special skills and specialist knowledge can help your brand to grow…and flourish.
How can we help you? Start reading our free guide to great branding. If you like what you see, we’d love to talk further.
There’s never been a more exciting time to be in the energy sector. New technologies mean plenty of opportunities for dynamic new businesses. But, if you’re going to stand out from the crowd, you’ll need something more than unbridled ambition and tech-savvy teams. You need a strong brand that helps your business to get noticed by the right people. At Sims Creative we know all about branding for energy businesses.
The Future of 2013... A Look Forward to the Media Landscape in 2013Mindshare Ireland
An overview of the 2013 media landscape from Ireland's largest media agency. This presentation reviews media consumption in Ireland and the impact of multi-screening on mobile, social and TV, as well as trends to come. Get the scoop on trading, radio, press and digital, and how best to maximise ROI through integrated media strategies.
To stay up to date on all things media visit www.blog.mindshare.ie
An introduction to Useful Brands from a Byte Breakfast event, presented by 383 co-founder John Newbold.
http://383project.com/blog/useful-brands-byte-breakfast/
Fashion E-commerce - Conversion versus branding? (SXSW 2014 talk by Pieter Jo...Fabrique
In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same. In this talk, Pieter Jongerius has brought together the worlds of fashion, touchpoint strategy and e-commerce design. It contains a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Welcome to our annual collection of top 25 signs according to marketing & innovation experts using & working daily with our Inspiration-Hub.
We have selected the 25 most game changing and important signs that drew the attention of our readers this year the most.
Explore the collection of disruptive signs from categories such as consumer insights, product innovation, service innovation, experience innovation & communication and see where the market is going.
Levantamento realizado pela Interbrand, mostrando o estudo com ranking, valor e estratégia das principais marcas no mundo.
(C)Interbrand - Interbrand, divisão da Omnicom, é uma companhia que trabalha com marcas globais. A Interbrand foi fundada, em 1974, como Novamark por John Murphy
El día en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciación o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
Talk for the Digital Marketing Dialog Benelux, Amsterdam, October 2015. What does it mean to be a digital pioneer in B2B? Innovation is not anymore only product innovation. Digital changed the costumer experience and the relationship between marketing and sales. As B2B company you should understand in which area of the customer experience you can be part of the conversation.
Antti Ujainen, co-founder and CEO of SBD, kicks off the Marketing Automation Unplugged-event which was held on February 5th 2015. In his presentation, Antti describes the problems that marketing automation can solve, presenting a triangle framework which consists of your brand, your customer and the media through which you communicate with your customers. He also has the low-down on media consumption in this day and age and suggests that marketing and sales need to communicate in a more streamlined fashion. Towards the end he suggests a couple of frameworks for succeeding in implementing a marketing automation system and presents a couple of cases in which SBD have successfully solved their clients' problems.
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.
There’s never been a more exciting time to be a player in the energy sector but, if your brand is going to stand out from the crowd, you’ll need to be working with the right team. We’ve been creating the right conditions for energy brands to grow, and nurturing that growth for clients for over 10 years. We’re ‘The Specialist Design Agency for the Energy Sector’ and our special skills and specialist knowledge can help your brand to grow…and flourish.
How can we help you? Start reading our free guide to great branding. If you like what you see, we’d love to talk further.
There’s never been a more exciting time to be in the energy sector. New technologies mean plenty of opportunities for dynamic new businesses. But, if you’re going to stand out from the crowd, you’ll need something more than unbridled ambition and tech-savvy teams. You need a strong brand that helps your business to get noticed by the right people. At Sims Creative we know all about branding for energy businesses.
The Future of 2013... A Look Forward to the Media Landscape in 2013Mindshare Ireland
An overview of the 2013 media landscape from Ireland's largest media agency. This presentation reviews media consumption in Ireland and the impact of multi-screening on mobile, social and TV, as well as trends to come. Get the scoop on trading, radio, press and digital, and how best to maximise ROI through integrated media strategies.
To stay up to date on all things media visit www.blog.mindshare.ie
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Reporte de las mejores "Marcas Globales", de acuerdo a la investigación y metodología de INTERBRAND. En el estudio se puede comprobar, con facilidad, como el Marketing practicado por estas empresas es el principal responsable de los resultados.
Mastering in company capability for marketers and business leaders for busine...Drthomasbrand Limited
Executive bespoke or topic-based masterclasses for marketers and executives to deal with business and market challenges in a changed competitive, disruptive and within major market changes. Short course formats, high-level engagement, topics of relevance, building in-house capability for companies, reduce the reliance upon business consultants by building own capabilities, challenging, lateral thinking, results-focussed
The everyday fallacies of marketing technology: doing it right versus doing i...Drthomasbrand Limited
Marketing technology is the most powerful change to marketing and business is known history. This presentation covers key aspects of how to avoid the problems and incorporates the considerations to use marketing and digital technology best in companies.
Into the Digital Abyss - or The New "Vortex" of Business? Creating new compan...Drthomasbrand Limited
We all know the world is changing, even if we struggle to grasp the depth of it. The sheer number of industries that are impacted, make us realise just how dramatic these changes are. There are more serious mega-trends than ever before. How we deal with these complexities as companies, will determine the degree of competitive opportunity we create. The better we leverage them, the more we will create companies that define their own market-space. This is the greatest opportunity for all. To make the best of these opportunities, will also entail far greater degrees of risk than before.
Within itself, innovation holds many paradoxes. It can become a rod for the back of a company. It can drive growth. It can motivate people. It can be very difficult to do. It may at some point become impossible to innovate a given product further. This article explores the paradoxes of innovation as a major driver of company success today.
Does market information, marketing and consumer research have a role in busin...Drthomasbrand Limited
In this presentation, I review the status of information and research within companies, and discuss issues and constraints pertaining to the more effective use of information in business and marketing decision making. These touch upon the way in which research is managed in companies, as well as how it is viewed by the executive. To do it well, requires a mind-set change, even a cultural change in many executive teams and companies. Even the talk of "big data", is meaningless unless the company is receptive to the information and its eco-system is prepared for it.
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
How to use what makes your country unique to create competitive advantageDrthomasbrand Limited
How to leverage the unique strengths and capabilities of your company, country or region to create a sustainable business with a strong competitive advantage.
This article is done with specific emphasis on emerging markets where many local communities lack the resources or a sustainable way to create a higher standard of living for all. Examples are used to illustrate what countries and regions can do to resolve this challenge.
Essentially, it also endorses the fact that true competitive advantage lies in what a company can truly do authentically.
A view on brand portfolio management, innovation, profitability and corporate...Drthomasbrand Limited
An outline of the kind of strategy a company can pursue to attain its revenue and business growth.
It outlines a number of approaches and what is most relevant for what kind of company.
Disruptive innovation adds enormous value and margins to companies. If a company can create a new industry, this growth is exponential.
Yet, few companies do it well.
Yet, within it, innovation holds its own paradoxes: regular innovation creates expectations from investors and customers. Once the rate starts falling, the company is almost penalised for it, disproportionately.
Most companies pay lip service to innovation.
By remaining young at heart, a company can make the fundamental changes required to become innovative, outside of anecdotal changes that will be short-lived and that will not lead to a high innovation index.
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.
The impact of information and other technology upon organisations and how they interface with their stakeholders and customers - and how they create meaning for their product and service brands, are vital today. We are facing an era of meta-technology, where our insights into, our understanding of and our use of technology, will impact the depth of meaning we create in our brands by the "amount" of information that is added through the application of technology and the value of meaningful content. Social media alone holds many challenges for organisations. This article explores some of these issues and raises key questions about the role of technology for brands, companies and stakeholders.
A challenging presentation about brand issues, challenges, paradoxes, questions and trends - issues that underlie brand development, brand evolution, the relationship of brands with their diverse stakeholders, the impact of social media upon brands and how brand meaning is created and managed.
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
A View On Brand Portfolio Management, Innovation, Profitability And Corporate...Drthomasbrand Limited
A view on how companies can manage their brand portfolios to balance incremental and radical innovation with optimal profitability and the right corporate culture.
The Old Spice campaign endorses two important brand management principles: understand the values that make your brand unique and integrate the media channels you use.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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
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.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth
Brands at an inflection point: do you live or die? The questions to ask, the issues to manage
1. P a g e 1
DRTHOMASBRAND
Brands at an inflection point
July 2021
“How-to” master business-unusual
2. P a g e 2
DRTHOMASBRAND
Bill Gates
…business will
change in the next
ten years more than it
has changed for the
last fifty years…
3. P a g e 3
DRTHOMASBRAND
The business environment shifts over the last ten years…
Consumer
power shift
Market
disruption
Technology/ AI
Brand
disintermediation
Volatile/
fast-paced
world
Consumer-
centricity
New business reality
New challenges
4. P a g e 4
DRTHOMASBRAND
CHANGES
=
DRIVE
VAUES
EQUITY
VALUE
Market dynamics
Differentiation
Team-integration
The right data
Driving ROI
How change impacts
marketing & the
business operations
T
O
P
I
C
S
5. P a g e 5
DRTHOMASBRAND
T
O
P
I
C
S
Martech and social media
strategy development
Brand
disintermediation
Consumer-centricity
Brand meaning
& language
Building
challenger brands
Integrating online & offline channels
Disruptor brands,
why they work
how companies
can leverage
that
6. P a g e 6
DRTHOMASBRAND
An inflection point is
when change is
inevitable,
when the very future
of something is
threatened – where
the natural course of
gravity is decline
= where only a major
disruption can
change the trajectory The convergence of fundamental factors will
determine, fast, whether brands will live or die
At this point, the possibility that they will die is
much higher than the possibility that they will live
Yet many people in business is oblivious to this
issue
7. P a g e 7
DRTHOMASBRAND
…and the only way to change is
outside the scope of most
companies: during the pandemic,
McKinsey surveyed a few thousand
CEO’s,
89% believed product and service
innovation is the only way through
it…
yet only 21% believed their people
could deliver that
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The role of a brand is and
always was to enable
decision-making
To make a consumer
decide whether one option
to satisfy their needs is a
better option than another
one
This is a most basic thing a
brand must do,
yet it is not enough
anymore
9. P a g e 9
DRTHOMASBRAND Whilst there is a
paradox in that
consumers are willing
to pay for superior
brands and
innovation,
it also means a lack
of innovation is more
evident
=
this is at the core of
the capability we
require
For years, brand differentiation has
declined
Brand parity is real
Brands are perceived similarly by
consumers
Brand comparisons are easy
The ranking of brand-types &
industry-types have shifted
Brands are disintermediated
Major online retailers increasingly
sell more of their own brands than
of the brands we know
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The way we work with
brands need to
change
Right now,
technology still seems
to work for brands,
increasingly they may
work against brands
Technology undermines brands as
much as they are built by them
The types of brands likely to be
most impacted, are fast-moving-
consumer household goods,
banks, airlines, retailers…
Brands cannot be controlled
Brand monologues move to brand
dialogues
Technology makes trial for new
brands easier and sticky-ness of
brands easier
The Amazon & Alibaba factor
The disruptors
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Constant change is
normal, yet it is a
weakness most
companies have = they
are not agile
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Consumers are
different, brands
cross-boundaries and
there are no
differences between
what is real and what
is not
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The major
drivers for
consumers
The best brand
experience = the
standard for all
brands Convergence and eco-systems
14. P a g e 1 4
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Brand parity: increasingly
brand are similar in delivery:
inherently they are the same
Increasingly they are also
similar in perceptions
So, why pay more?
16. P a g e 1 6
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More the
same,
less different
This greatly
undermines
brands
Whilst this trend hold true for
many industries,
we have marketers to blame
for this.
Have we become so insular &
non-consumer centric that
we want consumers to see
the difference between
names that are marginally
different? What does words
like Max or Next mean?
Navel-gazing?
Names only have meaning in
the eyes of consumers; what
we as marketers call them are
irrelevant.
Not sure why I need to say
this in 2021?
Even the very differential axis
is so simplistic!
Then we want to know why
CEOs don’t rate marketing?
17. P a g e 1 7
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Brand(s) indicate a one-way value move
towards tech, also achieving value unseen to
date by any other brands
This happened fast
Unusual before (except for the odd McDonalds),
they also fast became industry generics (leaders
that set the rules). What took generations now
takes a few years
This means their dominance will remain for long,
if the history of first mover brands remain
21. P a g e 2 1
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The Amazon-effect:
1. A king/ queen of customer-
centricity with a deep database
2. The pivot for many products
and services
3. A central portal
4. An eco-system
5. Many downstream businesses
enabled
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The Amazon
factor:
AI core,
get-in,
dominate, know =
vertically &
horizontally
expand
Barrier-to entry
Just look how
fast they
dominate!
23. P a g e 2 3
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CORE DEMO &
BEHAVIOURAL
DATA
Let us play a game: it all started with consumers buying books = now books alone tell us much,
not only who we are, where we live but also what we like
Operations built to
support that,
not operations to
support processes
only ,
no “retro-fitting”
A CONSUMER
UNIVERSE
BASIC DATA, YET CUSTOMER @thecore
BROADER
FINANCIAL
SERVICES
CLOUD
Amazon-
inside
THE LARGEST
BRAND
COMPARATIVE
SITE
CONTENT
PRIME = deep
data, customer
lifetime value
BANKING
CREDIT
CARDS
SERVICES, i.e.
treatments,
TaskRabbit
equivalents
CREDIT
INSURANCE
FRESH
TAKE-OUTS
LOGISTICS
LOGISTICS
ENABLING
FINANCIAL
SERVICES
AI
ROBOTICS
HUB =
expand
&
become
more
&
more
powerful
LOCAL
BUSINESSES
SATELLITES
CONSUMER-
CENTRIC &
AI BASED
SOFTWARE
CONNECT
COMMUNITIES
OWNED
BRANDS
FULLFILMENT
FULLFILMENT
HYPER-
PERSONALISATION
Amazon will compete with most retailers, services, telecoms, media, entertainment, banking, all content, Google,
logistics, AI, customer-centric data insight & management, software and software-as-service, any conceivable
large manufacturer, robotics, marketing services, UX-design, marketing sales channels like Salesforce = all
contained within opted-in customer data regulation
PHYSICAL
STORES
BROADER
ENTERTAINMENT
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Brand comparative sites =
where price and comparative
benefits drive decisions
Forget brand – buy the deal (I
changed gas and electricity supplier
twice in the last 18 months, household
content insurer once)
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Dis-intermediation can also be the other way-around
Retail price comparisons,
happens without me asking
28. P a g e 2 8
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Brand
disintermediation =
this is totally related
to the above…
29. P a g e 2 9
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Where I want to be, what I
want, compared to make
my decision easy and fast.
What brand? Brand recedes
very far as these brands
offer the same, price is
more relevant than brand
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Even offer me
related brands,
some not even
brands known to
me as they belong
to the retailer
32. P a g e 3 2
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Digital does not equal dots or lines =
digital is a dialogue across dimensions of
breadth, depth, the dynamic within and
between component parts, the way they
cluster and move.
Digital is inherently dynamic with no exact
outcome = it is a language of meaning, not a
predictable matrix where 2X2 now is 3X3
Real digital is invasive, evasive and engaging
34. P a g e 3 4
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Do dots make something digital?
35. P a g e 3 5
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Digital “how”?
Why does digital
matter?
It is not about digital -
it is about the sharing
of meaning in a
manner that creates
dialogue = where the
end-result is an open-
ended dialogue
In what way is the new
VW logo digital???? At
best a stylistically more
modern typeface
It is outdated before it
even starts
36. P a g e 3 6
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Who made the rules that brands
must look the same? It is
astonishing, still today,
that brands are designed within
a limited template
37. P a g e 3 7
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Somewhere, someone made a rule that toothpaste needs to be red, white or blue. Or curry powder brown
or yellow. Or butter green, white or yellow. Or crumbed chicken, red, white and black
40. P a g e 4 0
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After 150 years, we still design
brands the same way = 2X2.
This started with print media,
today a tiny part of media…
yet brand design has not
moved on
41. P a g e 4 1
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Brand influencers – as though
we are not dictated to by
friends on social media and
through native content,
experts also tell us what to
buy
43. P a g e 4 3
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There are brands and people that
create languages of meaning –
semiotic analysis will show this:
THIS, in my view, is the dynamic
brands need to move to remain
relevant and dynamic today
44. P a g e 4 4
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A BRAND is a language of meaning.
It must enable dialogue and engagement.
Whilst Google remains Google and they are lucky as they are in a closed
system, they did create a dynamic engagement with their customers
45. P a g e 4 5
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In a very different way, actuality and response to news events made
Nando’s this way
46. P a g e 4 6
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Tim Burton created a style, despite the vastly different movies he designed.
I know the brand of Tim Burton even if it changes every minute
47. P a g e 4 7
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The New Yorker = a language
of meaning is created
through its component parts
– yet it also sets its degrees
of freedom. Yet, you know
when things jarr
The language of The New Yorker is identifiable yet
dynamic – it engages its intellectual audience
48. P a g e 4 8
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Deflecting the
inflection point,
some simple
pointers
INNOVATE
BRAND VS TECH VS BRANDS VS TECH
STAY AHEAD, THINK DIFFERENT, ERASE BOUNDARIES
PUT CUSTOMERS AT THE CORE
FOCUS ON NEEDS, NOT INDUSTRIES
CREATE COLLABORATIVE ECOSYSTEMS
LEVERAGE TECHNOLOGY, IN ITS OWN RIGHT IT IS NOT A
SOLUTION
CREATIVITY MATTERS
VALUE TO CONSUMERS MATTER
FOLLOW-THE-CONSUMER AS HE/ SHE NAVIGATES THE
PURCHASING LANDSCAPE
RELEVANCE GETS REDEFINED IN DIALOGUE
BE HONEST, HAVE INTEGRITY
STAY IN TOUCH WITH EARLY WARNER MARKETS
RETAIN VS GROWTH OF CUSTOMERS
49. P a g e 4 9
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Thank
you for
your time
For further information,
please feel free to contact me directly:
t) +44 (0) 779 8693 753
e) thomas@drthomasbrand.com
linkedin.com/in/drthomasbrand
thomasoosthuizen
www.drthomasbrand.com
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A little about me…
Ph.D, Unisa
Diploma in Design Thinking, MIT (distinction)
MDP, University of the Witwatersrand
Digital Marketing, General Academy (top student)
External examiner, 23 Masters’ & Ph.D’s
Projects in 29+ countries
Global multinationals & start-ups
Global Consulting Director, Acceleration, WPP
(London)
Colgate-Palmolive, FCB
Own agency with alternative business model
Marketer, agency strategist & consultant
Trained 850 marketers for the largest telco in AME
“The people who are crazy enough to think they can
change the world are the ones who do.”
– Steve Jobs
Dr. Thomas
Henry
Oosthuiizen
Published a book, “How to build a profitable brand”
Published a monograph on brands
Edited three Academic books on Marketing
Edited articles & judged awards in the US, SA, UK,
Australia, UAE
Produced the most popular TV commercial in SA
(as measured by Kantar in their 35 years of
measurement)
Advertising Man of the Year, SA, 2001
Extra-Ordinary Professor in Business Management,
University of Johannesburg (UJ)
Board member of the Luthuli Museum,
dedicated to the first African Nobel Prize winner