Embracing The Change: How Brands Must Evolve To Stay Relevant
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This is a presentation I gave to the Triangle Marketing Club on September 27, 2016. In it I make the case for why brands must move past the expected marketing tactics and learn how to deliver memorable, sincere experiences to their customers or risk being forgotten.
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Embracing The Change: How Brands Must Evolve To Stay Relevant
- 1. Embracing The Change Dean Logan | 09.27.16 #TMCtonight How Brands Must Evolve To Stay Relevant
- 6. “A toy that breaks easily or does not hold the child’s interest is very expensive regardless of the price you pay for it.” @Deano1739 #TMCtonight
- 8. The emotion a person feels when They see or hear your company name @Deano1739 #TMCtonight
- 9. Brand lives in the mind and heart of the consumer @Deano1739 #TMCtonight
- 11. It’s not enough @Deano1739 #TMCtonight
- 17. We’re all running around with these. @Deano1739 #TMCtonight
- 23. Brands have to deliver something greater @Deano1739 #TMCtonight
- 25. > 1-on-1 emotional connections > suggest + enable vs. push + sell > genuine acts of empathy @Deano1739 #TMCtonight
- 26. @Deano1739 #TMCtonight Brands must now show empathy to their customers
- 28. One, single shared experience can reach the eyes and ears of thousands in a matter of days @Deano1739 #TMCtonight
- 29. It goes “The Viral” @Deano1739 #TMCtonight
- 50. What can brands do? @Deano1739 #TMCtonight
- 51. You’ve got to start with customer experience and work back toward the technology STEVE JOBS @Deano1739 #TMCtonight
- 52. Without defining experiences, brands will become victim to whatever people feel and share BRIAN SOLIS @Deano1739 #TMCtonight
- 53. The new currency of brands is dopamine @Deano1739 #TMCtonight
- 60. Thank you @Deano1739 | dlogan@fwv-us.com | #TMCtonight Presentation available on Slideshare
Editor's Notes
- This was the days before Toys R Us and WalMart. You got “Thornybucks” with purchases and you got to pull a toy out of the toy box on your birthday. Saturday morning TV show – kids would compete in games for T-bucks. Social Media! Before there was such a thing as Social Media.
- Mechanical monkey on top riding a Schwinn bike. Wide, wide aisles. Carpet that was always clean. “Raving Fan” Pure magic to a child.
- Traditional definition of “Branding” = ADS – tactics, expressions of the brand to designed to create that emotion
- So. All cool. All incredibly progressive and thought-provoking. But what was the core thing at SXSW that has any bearing on ALPHA? It’s that new technologies and existing ones are rapidly going to start Changing The Face of Retail – which leads me to a part I call…
- Really affecting retail. Right now, today, we’re in an era where the Big Boxes are desperately looking for ways to reinvent themselves.
- They have to. Remember these guys? And maybe it’s just me but if I were a retailer I might skip red as a corporate color.
- So. All cool. All incredibly progressive and thought-provoking. But what was the core thing at SXSW that has any bearing on ALPHA? It’s that new technologies and existing ones are rapidly going to start Changing The Face of Retail – which leads me to a part I call…
- Or – more to the point, technology.
- Phone? Yes – but more importantly a portable computer capable of so much stuff I doubt anyone in here is using 100% of the capability of theirs.
- Phone? Yes – but more importantly a portable computer capable of so much stuff I doubt anyone in here is using 100% of the capability of theirs. I don’t. Plus how often do you really “call” anyone on these things anymore?
- You’ve probably seen this video… It’s from 2011 was from Jean-Louis Constanza, CEO at Orange: a French telecom. The girl is one year old. My own kids – (tell the story)
- There has caused also caused a huge shift in the human condition. We are the most brand/marketing savvy generation that has ever lived. We are hyper-aware of companies that try to manipulate us.
- Brands can try all they want with the traditional tactics anymore.
- The undisputed Jedi masters of retail experience
- A staggering $4,798.82 in sales per square foot on annualized basis at the end of 2014 Some perspective. That compares to $4,551 earlier in 2014 and well ahead of Apple’s closest rival on this front, luxury jeweler Tiffany & Co
- And it’s not only the inside of stores that are changing. Display windows are becoming an entirely reinvented channel for marketing products. Addidas has given the term “window shopping” an entirely new meaning.
- And then there’s pure joy. No hard sell. No cutting edge technology. No Minority Report. Just fun using existing technology in new and unexpected ways. Look at these Christmas store windows for Cartier NYC.
- Quite possible the biggest, most expensive experiment in customer experience.
- Quite possible the biggest, most expensive experiment in customer experience.
- Quite possible the biggest, most expensive experiment in customer experience – ONE BILLION DOLLARS
- Quite possible the biggest, most expensive experiment in customer experience.
- The packaging itself is a sensory experience that reinforces the brand. Apple has a team of designers who only focus on and develop it’s packaging.
- The result?
- Brands will live and die by the experience they give their customers.
- FIND THE SOMETHING EXTRA
- DELIVER THE UNEXPECTED
- IT DOESN’T HAVE TO BE “TECH”
- CHILDHOOD MEMORIES = SAME PART OF BRAIN AS AN ADULT
- The days of delivering this and getting by are over. Brands have to move past simply delivering this…
- And deliver this.