The next frontier in sustainable brand communications gilbreath v slide share
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The document discusses how the traditional interruptive advertising model is no longer sustainable for businesses or society. It suggests that marketing needs to shift towards providing value to people in a way that improves their lives rather than just interrupting them. Examples are given of brands that are winning by creating marketing people choose to engage with, such as helpful mobile apps, services that save people money, and campaigns that help change the world. The overall message is that "marketing with meaning" can build businesses while making a positive difference.
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The next frontier in sustainable brand communications gilbreath v slide share
- 1. The Next Frontier in Sustainable Brand CommunicationsBob Gilbreath – Chief Marketing StrategistBridge Worldwide
- 2. Bob Gilbreath Chief Marketing Strategist Bridge Worldwide
- 4. There is a $500 billion industry built on polluting our environment
- 10. People are starting to fight back
- 11. More Americans have registered for the Do-Not-Call List than have registered to vote
- 12. What’s “wrong” with this picture?
- 13. Your tax dollars at work!
- 15. Fast Food…
- 18. …for our businesses or society
- 19. We have to try something different
- 20. Some are winning by trying something new
- 21. And a common theme is emerging
- 22. An “ad” that makes your day… …at over 100 airports, and now 50 colleges
- 23. Featured in iTunes app store at $.99 Hit 3-year download goal in just weeks
- 24. Save 15% on your gasoline expenses Used by over 35,000 drivers regularly
- 25. Marketing that people choose to engage with Marketing that itself improves people’s lives
- 26. Hierarchy of Meaningful Marketing
- 27. Hierarchy of Meaningful Marketing
- 28. Even a toilet paper brand can add value By using this once per year, people become loyal for life
- 30. Used in over 1 million orders in the first 2 months Online orders account for 28% of all Domino’s sales and the tracker is used by 75% of these customers
- 31. Hierarchy of Meaningful Marketing
- 33. Shopping is becoming social Retailers can close the sale and build buzz
- 34. Hierarchy of Meaningful Marketing
- 35. People are testing more and losing weight Participants buy 3x more Abbott products
- 36. And changing the world counts, too
- 37. An Ice Cream Can Change the World Total brand sales up 16%
- 38. A Laundry Detergent Can Change the World Highest scoring TV advertising in history
- 39. A Snack Can Change the World Sales up 18% in ’08 and tripled HH penetration
- 40. By Marketing with Meaning you can build your business And change the world Will You Lead Us?
- 41. iPhone read-along app: http://bit.ly/haTCf www.marketingwithmeaning.com @mktgwithmeaning
Editor's Notes
- And sharing can be encouraged to solve a problem. For example, we developed a tool for Pearle Vision that allows people to upload photos of themselves with different glasses so that they can get fast feedback from their friends
- Whether cause marketing or CSR, efforts should deliver on what the brand stands for. Haagen-Dazs is “at risk” due to honey bee disease, and saw the need to focus on the issue. Marketing Director even lobbied in Congress
- Katrina, Haiti, Nashville