Joanna Lord's Confluence 2014 keynote talk, "The Future of Brand," comes loaded with tips and tactics for building brand loyalty and brand advocates in a digital world. Joanna Lord is the VP of Consumer Marketing at Porch.com, Seattle's fastest growing start up, and founder of the social shopping application ISITaYES. She has spoken at nearly every major digital marketing conference in the world including MozCon, SMX Advanced, Dublin Web Summit, SearchExchange, EdSocialMedia, Sydney eRetailer, Dreamforce, DomainFest, PubCon Vegas, SEMpdx, Affiliate Summit and many more. Watch her Confluence 2014 talk at ConfluenceConference.org.

1. THE FUTURE OF A BRAND
Joanna Lord
VP of Marketing
@joannalord

2. WHAT MAKES A BRAND?

3. Things have changed.

4. Things have changed.

5. What makes a brand today?

7. “Driven by ever more demanding customers, pushed
by emerging market competitors, and inspired by
companies like Apple, many businesses are
re-discovering the power of creativity
and design, increasing investment in
innovation, and trying to better
understand how brands drive their
business.”
Millward & Brown

8. Top brands of today.

9. Top brands of today: Nike.

10. Top brands of today: Google.

11. So how do they do it?

12. It’s time to rethink the responsibility of a brand.

13. Present a value exchange beyond the product.

18. Create intelligent connections.

22. Are agile.

26. “Simplify, grow, everyday.”

27. Empowers consumers & build a brand with them.

28. It’s all about “permission marketing.” Which is
shorthand for understanding the boundaries for
brands in a world where customers are in
control. We believe the next step along this
curve will be the notion of digital permission:
the granting of rights by customers
within the digital world.”
- Seth Godin

34. Understands loyalty & reciprocity.

35. Choice is changing.
“The two key drivers of brand value are choice (role of brand) and
loyalty (brand strength). Both are significantly affected by the post-digital
world. Purchase decisions are becoming more fluid, better
informed, and dynamic. There is always someone a “step ahead” of
you, and easy access to other user experiences and long-term opinions
affects the assumptions of loyalty. Both of these trends provide
significant opportunities for marketers, and brand
experience hold the key to maximizing the opportunities.
Harvard Business Review

38. The biggest brands of tomorrow get this.

39. And they are set up to succeed.

40. Is your brand set up to stand out?

41. It’s not what you promise, it’s what you deliver.

42. THANK YOU! QUESTIONS?
Joanna Lord
VP of Marketing
@joannalord