The document discusses how marketing and brands must change and adapt to the new digital consumer reality. It notes that traditional marketing approaches are outdated as consumers are now more informed and connected due to digital technologies. Brands must focus on innovation, experiences, and building emotional connections with consumers in order to succeed. The future of marketing and brands involves more collaboration and co-creation with consumers through digital channels and content.

1. The future
?
of
Marketing
& Brands
Fernando Barrenechea / @fbarrenecheaf

2. The "world has
changed" and
Marketing &
Brands must
give a respond
to this new
reality.

3. The “traditional”
marketing has
become
somewhat
outdated and
obsolete as it
was in its day
the Ford T.

4. I've changed!
Did you?
The contemporary consumer
is savvy as a result of
increased information
available, largely due to the
digital world, the high
interconnection of consumers
has changed the rules of the
game.

5. Do you remember Maslow?, .... The
consumer has changed!!

7. But not
everything
changes at
the same
time..

8. The
Consumer
is a Mix..
The Consumer behavior is a mix brands: low cost, luxury,
mass market,…

9. Advertising,
quality and
price no longer
have positive
"relationship"
with the brand.

10. Consumers
are living a
Romance
with Low
Cost Brands.

11. Consumers
change
faster than
brands,
advertisers &
business

12. Different:
culture,
values,…
different
marketing &
branding
approach

13. “I make movies
for masses but I
speak to them
one by one”.
Steven Spielberg

14. “A Brand becomes stronger when you
narrow its focus”.
Ries & Ries. “The 22 inmutables laws of branding”

15. The Businesses
that succeed
will be those
that make life
easier

16. “[Branded Utility] is where the brand
creates a commitment to a relationship.
It’s where the brand creates something
useful to you, something that’s a utility in
your life. The consumer will feel more
confident with the relationship if the brand
will continue to be part of your life.”

17. The
consumer
wants…
Innovation Experiences

18. “If you move from being a commodity
product to an emotional product,
though to real attachment and
engagement that comes from
creating an experience, the degree
of differences might appear to be
quite small but the results are going to
be much greater”.
John Russell. MD Harley Davidson.

19. “A revolution doesn't happen
when a society adopts new
tools. It happens when
society adopts new
behaviors ...”
Clay Shirky. Author, Consultant, Professor at NYU

20. The
Revolution is
coming…

21. “New”
“Traditional”
Marketing
Marketing lost
arises from
EFFECTIVENESS
CONSUMER

22. Traditional marketing
is no longer enough.
Marketing must be
linked closely with
business strategy
and able to prove its
contribution to
shareholder value.

23. ?
What´s going
on with
advertisement

26. “The days of making funny things that
may or may not have an effect on the
client's business are ending.”

28. What's going on with Media?

29. New Broadcaster…..

30. 2.0 Communication Trends Brands
ü Social Video need to
ü Social Commerce know this
reality
ü Mobile Commerce
ü Augmented Reality
ü 3D
ü Rich Commerce
ü Personal pages
ü QR Codes
ü Smart TV
ü Html 5
ü …

31. “You can spend 15 Million on
advertising, go bankrupt and
your name still means nothing
t o p e o p l e . Yo u r b r a n d i s
created out of customer
contact and the experience
your consumers have of you”.
Stelios Haji-Ioannou. Founder Easy Jet

32. "Your brand is not stronger
than your reputation — and
will increasingly depend on
what comes up when you
are Googled."
Allan Jenkins. Global Communications Consultant

33. Today WOM is really important….
“The most recommended company in its
category grows 2.5X the category average”
Bain & Company Research.

34. The “Big" ideas
based on
consumer
awareness are
the new "Prime
Time"

35. Unconventional
marketing
strategies =
Brand benefits

36. The Content is the new voice of Brands.

37. "The consumer is skeptical. After years of stifling levels of
saturation and advertising pressure, consumers have
learned to get around "the world" and reject any
business practice that invade his space without his
consent. The new consumer is immune and indifferent to
any kind of persuasion”

38. “[The agency’s job is to create] content so
valuable and useful that [consumers]
wouldn't want to live without it.”

39. “Times of
turbulence are
the most
exciting,
because
everything
changes"

40. The future of
Advertising &
Brands are
great products
that have
marketing
embedded in
them.

41. “Apple takes value creation one step
further by making the consumer the
ultimate value creator. The value
creation does not stop with a beatiful
packaged iPhone, it continues through
being genuinely useful and delivering a
seamless life enhancing experience”.

42. Product =
Brand =
Experiences

43. “Our belief is that marketing and product
have converged. The consumer doesn’t
separate the marketing experience from
the product experience.”
Ajaz Ahmed Founder & Chairman AQKA

44. The challenge is
to deliver value
through the
integration of
marketing and
product.

45. The explosion
of digital
media has
changed
brands and
Marketing

46. Social networks, along with brand websites, are the most important
digital touch points on the path to purchase worldwide, with nearly
half the population engaged at any stage. Not surprisingly, offline
touch points, such as TV and word of mouth, still dominate media
investment. However, digital’s enormous potential points to the need
for brands to create integrated offline/online marketing approaches.

47. Maximizing
presence
through a
consistent
planning effort.

48. The increasing
importance of
digital touch
points has
completely
transformed the
way consumers
behave and how
they interact with
brands

49. Consumers are having
an" affair” with their
smartphones. Mobile
is more than an
extension of the
network becoming an
opportunity to
develop unique
experiences with
customers.

50. The future is in consumer hands

51. "That there is an online channel does not
mean that retail is not important. The secret
to a brand's success in any digital platform
lies in the consistency of its contents,
investment and to be at all the technological
devices that audiences are handle. "

52. “Whether physically or through
connected technologies,
shopping is still best experience
socially ”.
PSFK. Future of Retail Report.

53. Gamification
is a new trend
all Brands
have to
consider

54. Digital has
changed the
world of
branding,
and The
brands need
to change
with it.

55. THE POST-DIGITAL WORLD – B&B AND B&C
Today
consumers and
businesses are
working more
actively co-
creating
brands.
Branding in The Post-Digital World. Interbrand.

56. The
digitalization
of brands.

58. “Dividing your brand communication
into a range of smaller ideas –
distributed and shared with participants
- is essential to a balanced
communications mix that achieves
brand growth”.
John Grant. Author “The Brand Innovation Manifesto”

59. Now more
than ever
before the
Brands have
to represent
a story &
identity

60. “Brands that have a strong and clear
identity are better capable of creating
meaningful and lasting relationships”.
Jean-Noël Kapferer

62. “As information and intelligence domain
of computers, society will place more
value on the human ability that can not
be automated: EMOTION. This will affect
everything from our purchasing decision
to how we work with others. Companies
will need to understand that their
products are less important than their
stories”.
Rolf Jensen. Copenhagen Institute for future studies

64. The digital
behavior
allows to listen
to what the
consumer
asks
"shouting"
The information
in the network
is a way to
lower the cost
of innovation
and consumer
knowledge

65. Brands must
listen the
customer and
develop
strategies to
meet their
needs.

67. “Loyalty counts
more and costs
less than
awareness.”
Kristen Sandberg
Don´t
forget
….

68. This new
behavior
implies
COLLABORATION

69. A Quiz ?
review of
future
Brands.

70. Brands should be
more transparent,
positioning itself as a
positive force and
creating positive
relationships with
customers.

71. New reality of Brands…
“New Branding”
“Old Branding”
ü Participation
ü Image
ü Interactive
ü Passive
ü Emotional Selling
ü Unique Selling
Proposition
Proposition
ü Brand Utility
ü Brand Benefit
ü Segmented and
ü "One size fits all”
personalized
ü Persuasion
ü Co-creation
ü Mass Media
ü Integrated. "Content”

72. The BRAND of SUCCESS in
6 points

73. 1. Great Brand Experience 2. Clear & consistent positioning
3. Dynamism and Innovation 4. Authenticity

74. 5. Corporate Culture 6. Social Responsibility
The challenge is to find the combination of all the
elements that transform the brand into an asset that
drives sales and increase consumer engagement.

75. The Brands future is...
Innovation Consumer
Management Communication

76. “Your brand is
formed primarily
not what your
company says
about itself but
what the
company does”
Jeff Bezos. Amazon

77. The future of
marketing and
brands pass for
INNOVATION

78. Brands,
marketing and
innovation are
the drivers to
create value.

79. “You can have the most
innovative product in existence,
but if the experience surrounding
that product or service is flawed.
The product becomes
irrelevant”.
Napkin Labs, Design Taxi.

81. “Be
disruptive…
to make
the World a
better
place”

82. The future of
marketing &
Brands is
co-creation

83. “Be the change
you want to see in
the world”
Gandhi

84. ?
Questions

86. GRACIAS

87. Contact
Fernando Barrenechea
Fernando.barrenechea@iese.net
@fbarrenecheaf