The document discusses the changing dynamics of brand relationships, emphasizing that 77% of people do not seek a relationship with brands. It highlights the importance of storytelling in marketing and the shift towards community-building over traditional audience engagement. Additionally, it presents a case study of Knorr's flavor profiler initiative, which aims to connect people through shared culinary preferences.

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@JeremyWaite
Evangelist @IBM
Why Don’t People
Fall In Love With
Brands Anymore?
2/14/171

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MARKETING“
IS A CONTEST FOR PEOPLES
”
SETHGODIN
* If you wait until there’s a case study in your industry you waited too long”.
ATTENTION.

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MILLENNIALS
If Digital Media Were US TV Programs…
FACEBOOK
158th
YOUTUBE
354th
INSTAGRAM
1,420th
SNAP
2,331st
27th 49th 275th 563rd

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HORSE.
“EVERYONE SAYS SOCIAL MEDIA
”
@JAYBAER
UNICORN
IS SOME KIND OF
BUT MAYBE IT’S JUST A

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77% OF PEOPLE DON’T WANTA
RELATIONSHIP
“
WITH A BRAND.”

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MARKETING
“
IS NO LONGER ABOUT THE STUFF
”
SETHGODIN
STORIES
YOU MAKE BUT THE
YOU TELL.

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Image by @JeremyWaite | OriginaL Conceptby Bloomberg Businessweek@BW | Brand Data:@Interbrand (October 2016)
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Best Global Brands 2000 - 2016
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
Food, Drink & Tobacco Technology andElectronics Business Services& Diversified Automotive Media and Telecoms| | | |
COCA-COLA
MICROSOFT
IBM
INTEL
NOKIA
GE
FORD
DISNEY
McDONALD’S
AT&T
2016

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ENGAGING“
WITH YOUR FANS
”
@MITCHJOEL
COMMUNITYARE TWO TOTALLY
AND BUILDING A
DIFFERENT THINGS.

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“THE DIFFERENCE BETWEEN A
”
@CHRISBROGAN
COMMUNITYAND AN
IS WHICH WAY THE
CHAIRS ARE FACING.
AUDIENCE

22. Watson Customer Engagement IBM Cognitive Engagement:Watson Marketing |Watson Commerce | Watson Supply Chain22
• INCLUSIVITY & COMMITMENT: Members
accept and embrace each other, celebrating their
individuality and transcending their differences.
• REALISM: Members bring together multiple
perspectives to better understand the whole
context of the situation.
• CONTEMPLATION: Members examine
themselves. They are individually and collectively
self-aware of the world outside themselves.
• A SAFE PLACE: Members allow others to share
their vulnerability, heal themselves, and express
who they truly are.
• A LAB FOR PERSONAL DISARMAMENT:
Members experientially discover the rules for
peacemaking and embrace its virtues. They feel
and express compassion and respect for each
other as fellow human beings.
• FIGHT GRACEFULLY: Members resolve
conflicts with wisdom and grace. They listen,
understand and respect each other.
• A GROUP OF LEADERS: Members harness the
"flow of leadership" to make decisions and set a
course of action.
• SPIRIT: The true spirit of community is the spirit
of peace, love, wisdom and power.
CHARACTERISTICS OF A TRUE COMMUNITY
~ M. Scott Peck ~

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Knorr created a Flavor
Profiler in partnership with
IBM that identifies your
flavor profile and serves up
recipes
Research among 12,000 people
in 12 countries, found that 78%
of people are more likely to be
attracted to someone who
enjoys the same flavors.
Unilever updated it’s
biggest brand Knorr that is
sold in 87 countries with a
global campaign that asks
whether flavor can help
you find love
Opportunity Approach Results
Can Flavor Help You Find Love?
myflavour.knorr.com

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@JeremyWaite
Jeremy.Waite@UK.IBM.com
Thank
You.