The document outlines principles for building brands in a mobile world called "Mobi-Ready Branding". It discusses the need to balance the value exchange with consumers by providing additional value beyond products through entertainment, utility, community and advice. Brands also need to bring the real and virtual worlds together, have real-time relevance, innovate through partnerships, know their purpose and stand for it with actions. While technology changes, human needs do not, so brands must remember that consumers are still human beings with emotional decision making.

1. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by

2. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

3. Building Brands
In a mobile
World
ADDED VALUE SOUTH AFRICA
LYNNE GORDON, MANAGING DIRECTOR
@lynne_gordon

4. I’m not here to talk ab out
strategy MOBILE

5. Why not?

6. 2
Because mobile
Is not a
Channel

7. 3
And it is not a
Separate
Audience

8. 4
Mobile is a new way
of seeing life

9. 5
It has changed how we
think, how we interact
with the world,
What we expect from
the brands we consume.

10. To win in a world that’s mobile
we need a new way of
Brand building

11. It’s what we call
MOBI-READY
BRANDING

12. Balance the
value exchange
MOBI-READY
Remember we are
still human beings
Have real-time
relevance
Innovate through
brand partnerships
Bring two
worlds into one
Know what you
really stand for
Have an active
essence
Build a brand
solar system
Be prepared to
relinquish control
Realise design
matters

13. Balance the
value exchange
MOBI-READY
Remember we are
still human beings
Have real-time
relevance
Innovate through
brand partnerships
Bring two
worlds into one
Know what you
really stand for
Have an active
essence
Build a brand
solar system
Be prepared to
relinquish control
Realise design
matters

14. In a connected world,
The value exchange has fundamentally changed
What you get What you get
What you pay for What you pay for+
the data, friends, time you give
Balance the
value exchange
Old Value New Value

15. 14
So brands need
to be honest with
themselves
Balance the
value exchange

16. What is your new value exchange proposition? Balance the
value exchange
Highly desirable, hard to replace
with a loyal and vocal customer base
i.e. The consumer cares and will happily
give their time & data
Products with tangible but replaceable
benets, categories with low loyalty
i.e. The consumer is looking for benets OVER AND
ABOVE YOUR PRODUCT BENEFIT to justify the value
exchange

17. Balance the
value exchange What is your new value exchange proposition?
Harness the
interest
Highly desirable, hard to replace
with a loyal and vocal customer base
i.e. The consumer cares and will happily
give their time data
Create additional
value
Products with tangible but replaceable
benets, categories with low loyalty
i.e. The consumer is looking for benets OVER AND
ABOVE YOUR PRODUCT BENEFIT to justify the value
exchange

18. Balance the
value exchange
Create additional value
Via Entertainment Via Entertainment
Via Utility Via Community advice

19. 18
Do you understand
the true interest
consumers have in your
category and brand? Does your brand give consumers
as much as it takes? Are you
balancing your value equation?
Balance the
value exchange

20. Balance the
value exchange
MOBI-READY
Remember we are
still human beings
Have real-time
relevance
Innovate through
brand partnerships
Bring two
worlds into one
Know what you
really stand for
Have an active
essence
Build a brand
solar system
Be prepared to
relinquish control
Realise design
matters

21. We started in the age of information Have an active
essence

22. But over time winning brands
Have an active
essence
have stopped saying and started doing The age of
Interruption
The age of
Participation
The age of
Active Purpose
Saying Doing

23. Brands that are succeeding in this new world have an active purpose
Have an active
essence
at their core and demonstrate it through everything they do Inspires personal
progress
Gives guys the edge
in the mating game
Unleashing the
athlete in every body

24. They recognise that when a consumer buys their product
it’s not the end of the relationship…
…It’s just the beginning
Have an active
essence

25. 31
Rede ning the consumer journey as circular, not linear
Awareness
Consideration
Purchase
Retention
Advocacy
Have an active
essence

26. 32
Is your brand ‘saying’ or
‘doing’? Has the brands’
role been de ned? Do you plan
touchpoints in a
linear way?
Have an active
essence

27. Balance the
value exchange
Have real-time
relevance
Innovate through
brand partnerships
Bring two
worlds into one
Know what you
really stand for
Realise design
matters
Remember we are
still human beings
Have an active
essence
Build a brand
solar system
Be prepared to
relinquish control

28. The divide between the real and virtual
worlds is diminishing Bring two
Pop-up store experiences Tesco builds virtual shops
for Korean commuters.
Tesco builds virtual shops
for Korean commuters.
worlds into one
Interactive storefronts Converse design-your-own solutions

29. No longer should we think about the digital
world as a replacement for the real world Bring two
worlds into one
Its an enhancement
for the real world
Try before you buy
Drone delivery
Online identity
Personalisation

30. 57
Do you think about digital as
a way to enhance traditional
touch points such as the
in-store experience?
Bring two
worlds into one

31. Balance the
value exchange
Have real-time
relevance
Innovate through
brand partnerships
Know what you
really stand for
Realise design
matters
Remember we are
still human beings
Bring two
worlds into one
Have an active
essence
Build a brand
solar system
Be prepared to
relinquish control

32. Mobile mindset Have real-time
relevance

33. Mobile is immediate and vocal Have real-time
relevance
They expect to interact with
a brand anytime, anywhere
They expect their voice to
be heard and acted on.

34. 46
Wherever people
are talking about
our brand, mission
is there to listen
Gatorade

35. 71
Does your organisation see
mobile communication as a
given or an after-thought? Is there an opportunity for your brand
to have more real-time conversations?
To think with a mobile mindset?
Have real-time
relevance

36. Balance the
value exchange
Remember we are
still human beings
Have real-time
relevance
Innovate through
brand partnerships
Know what you
really stand for
Realise design
matters
Bring two
worlds into one
Have an active
essence
Build a brand
solar system
Be prepared to
relinquish control

37. 73
The digital world has shaped new behaviours,
but our needs have not changed. Remember we are
still human beings

38. Some of us are more social
Some of us are less social
Remember we are
still human beings

39. Most of us don’t use our memory anymore Remember we are
still human beings

40. Technology will only ever get you so far… Remember we are
still human beings
Insight genuine Very large pro ts
connections are as
important as they
ever were
30
25
20
15
10
5
0
Rational Combined Emotional
Source: Les Binet, IPA databank analysis

41. 79
Is your organisation mindful
that most consumer decision
making is still (and will
continue to be) emotionally
Remember we are
still human beings

42. 70
Mobiles will be extinct by 2023…
But the mindset will remain

43. Balance the
value exchange
MOBI-READY
Remember we are
still human beings
Have real-time
relevance
Innovate through
brand partnerships
Bring two
worlds into one
Know what you
really stand for
Have an active
essence
Build a brand
solar system
Be prepared to
relinquish control
Realise design
matters

44. ADDED VALUE SOUTH AFRICA
LYNNE GORDON, MANAGING DIRECTOR
@lynne_gordon

45. Title Sponsor Silver Sponsors Bag Sponsor
Association Media Partners
#MRMW

46. November 5 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by