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HELLO, FELLOW
TRAVELERSAugust 24, 2017
Pound for pound
the most effective
agency in America.
People care more
about themselves than
they care about brands.
People care more
about themselves than
they care about brands.
For a brand to matter,
it has to connect with
people’s hopes, dreams
and desires.
6
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter
7
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter
8
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter
10
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter
11
If I had asked people what they
wanted, they would have said
faster horses.
Attributed to Henry Ford Pioneer of Mass Production
12
His tone-deafness to
customers’ needs had a very
costly and negative impact on
[Ford’s] investors, employees
and customers.
Patrick Vlaskovitz Harvard Business Review, August 2011
13
(They)didn’t say they wanted a
“safer” horse or a “more
comfortable” horse…They were
perfectly clear about what they
wanted: speed.
Matt Blumberg Author of “Startup CEO”
PERSONAL
CONTROL
PERSONAL
TRANSPORT
TAXIRIDESHARE
THE
WINNING
SPIRIT
CLOTHING
ATHLETIC
APPAREL
RUNNING
SHOES
GREAT TRAVEL
EXPERIENCES
TRAVEL & HOSPITALITY
BUSINESS
TRAVEL
AGENCIES
ONLINE
TRAVEL
AGENCIES
Source: B2B International
Source: Seth Godin
GROW
PROFIT
HAVE FUN
GAIN POWER
GAIN PRAISE
AVOID HASSLE
AVOID RISK
19
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter
24
H O W W E S E E T H E W O R L D
W H A T W E ’ R E D O I N G A B O U T I T
Know what they
think about us now
Know who matters
most and why
they come to the
category
Measure, learn,
recalibrate and
improve
Frame the real
challenge
Connect what we
sell to what they
really want
Make it easy
for them to engage
and share
How McKinney makes brands matter
Source: McKinney
A “Growth Maslow”
Be seen by as many people as possible
Create distinctive brand assets
Stand for something relevant
Own why people come
to your category
Expand how the
category is defined
Make
it easy
to engage
27
28DESIRE
ACTION
29DESIRE
ACTION
30
31
32
33
34
35
36DESIRE
ACTION
37DESIRE
ACTION
38DESIRE
ACTION
Go forth and prosper.

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SalesJam 4.0 KEYNOTE: Brad Brinegar of McKinney

  • 2. Pound for pound the most effective agency in America.
  • 3. People care more about themselves than they care about brands.
  • 4. People care more about themselves than they care about brands.
  • 5. For a brand to matter, it has to connect with people’s hopes, dreams and desires.
  • 6. 6 H O W W E S E E T H E W O R L D W H A T W E ’ R E D O I N G A B O U T I T Know what they think about us now Know who matters most and why they come to the category Measure, learn, recalibrate and improve Frame the real challenge Connect what we sell to what they really want Make it easy for them to engage and share How McKinney makes brands matter
  • 7. 7 H O W W E S E E T H E W O R L D W H A T W E ’ R E D O I N G A B O U T I T Know what they think about us now Know who matters most and why they come to the category Measure, learn, recalibrate and improve Frame the real challenge Connect what we sell to what they really want Make it easy for them to engage and share How McKinney makes brands matter
  • 8. 8 H O W W E S E E T H E W O R L D W H A T W E ’ R E D O I N G A B O U T I T Know what they think about us now Know who matters most and why they come to the category Measure, learn, recalibrate and improve Frame the real challenge Connect what we sell to what they really want Make it easy for them to engage and share How McKinney makes brands matter
  • 9.
  • 10. 10 H O W W E S E E T H E W O R L D W H A T W E ’ R E D O I N G A B O U T I T Know what they think about us now Know who matters most and why they come to the category Measure, learn, recalibrate and improve Frame the real challenge Connect what we sell to what they really want Make it easy for them to engage and share How McKinney makes brands matter
  • 11. 11 If I had asked people what they wanted, they would have said faster horses. Attributed to Henry Ford Pioneer of Mass Production
  • 12. 12 His tone-deafness to customers’ needs had a very costly and negative impact on [Ford’s] investors, employees and customers. Patrick Vlaskovitz Harvard Business Review, August 2011
  • 13. 13 (They)didn’t say they wanted a “safer” horse or a “more comfortable” horse…They were perfectly clear about what they wanted: speed. Matt Blumberg Author of “Startup CEO”
  • 16. GREAT TRAVEL EXPERIENCES TRAVEL & HOSPITALITY BUSINESS TRAVEL AGENCIES ONLINE TRAVEL AGENCIES
  • 18. Source: Seth Godin GROW PROFIT HAVE FUN GAIN POWER GAIN PRAISE AVOID HASSLE AVOID RISK
  • 19. 19 H O W W E S E E T H E W O R L D W H A T W E ’ R E D O I N G A B O U T I T Know what they think about us now Know who matters most and why they come to the category Measure, learn, recalibrate and improve Frame the real challenge Connect what we sell to what they really want Make it easy for them to engage and share How McKinney makes brands matter
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. 24 H O W W E S E E T H E W O R L D W H A T W E ’ R E D O I N G A B O U T I T Know what they think about us now Know who matters most and why they come to the category Measure, learn, recalibrate and improve Frame the real challenge Connect what we sell to what they really want Make it easy for them to engage and share How McKinney makes brands matter
  • 25. Source: McKinney A “Growth Maslow” Be seen by as many people as possible Create distinctive brand assets Stand for something relevant Own why people come to your category Expand how the category is defined Make it easy to engage
  • 26.
  • 27. 27
  • 30. 30
  • 31. 31
  • 32. 32
  • 33. 33
  • 34. 34
  • 35. 35
  • 39. Go forth and prosper.