The document discusses the evolution of branding, emphasizing that a brand is not merely a logo or name, but the overall perception and loyalty created in customers' minds. It highlights the importance of creativity, design, and intelligent connections in building successful brands in today's market, driven by informed and dynamic consumer choices. Lastly, the document stresses that future brands must focus on value exchange and establishing genuine connections with consumers to thrive.

1. The Future of a Brand
@joannalord
www.BigDoor.com
SEL Summit, 2014
Joanna Lord
CMO
BigDoor

2. WHAT MAKES A BRAND?

3. Things have changed.
BRAND = “TRADEMARK”
The first definition of “brand” is the
name given to a product or service
from a specific source. Traditionally
the logo, colors, and possibly voice
of brand. Brand identity at it’s
purest.
BRAND = “THE BRAND”
The intangible sum of a product’s
attributes. Marketers realized that
they could create a specific
perception in customers’ minds
concerning the qualities and
attributes of each non-generic
product or service.
BRAND = “BRAND”
What your prospect thinks of when
he or she hears your brand name.
All the things: product, company,
team, community, marketing,
voice, affinity identity. More
powerful than ever is seeding
loyalty and community.
19TH CENTURY 20TH CENTURY 21ST CENTURY

4. What makes a brand today?

6. 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.

7. Top Brands of Today

8. Top Brands of Today : Nike

9. Top Brands of Today : Google

10. So how do they do it?

11. It’s time to rethink the responsibility of the brand.

12. Present a value exchange beyond the product.
#1

17. Create intelligent connections.
#2

21. Are agile.
#3

26. Empowers consumers & build a brand with them.
#4

27. Empowers the consumer & build a brand with them.
“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

31. Understands loyalty matters & goes both ways.
#5

32. Understand loyalty matters & goes both ways.
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 holds the key to
maximizing the opportunities.
- Harvard Business Review

35. The biggest brands of tomorrow get this.

36. The biggest brands of tomorrow get this.

37. And they are set up to succeed.

38. Is your brand set up to stand out?

39. It’s not what you promise. It’s what you deliver.

40. thank you for listening to me ramble.
questions? lets hear ‘em or tweet me at @joannalord
Joanna Lord, CMO of BigDoor
@joannalord
www.BigDoor.com