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A New Era of Brand-Building | Erich Joachimsthaler Brand Smart Keynote

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Brand-building has departed from traditional models of awareness, image, and emotion, and has landed in an era of utility. Marketers must compete, more so even than before, for a share of their customers’ busy lives. Utility is what allows brands to deliver on customer expectations and create value in the 1,440 minutes of their day. Vivaldi CEO Erich Joachimstaler names the old era the “World of Walls,” driven by supply, wherein branding serves to insulate from competitors, and the new world: the “World of Webs.” Today’s world is ruled by demand, and brands serve to facilitate connection, interaction, and change.

To succeed in this age of disruption, brands and businesses need a new roadmap that harnesses technology and data to connect more deeply with customers and rethink how to work within the larger ecosystem. Erich shares the 4 new principles of building strong brands in this presentation given at the annual Brand Smart event in Chicago.

Published in: Business
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A New Era of Brand-Building | Erich Joachimsthaler Brand Smart Keynote

  1. 1. A NEW ERA OF Erich Joachimsthaler, Ph.D. BRAND BUILDING Founder & CEO of VIVALDI Brand Smart | Chicago | April 26, 2018
  2. 2. Insulate from competitors Create preference / liking SUPPLY Facilitate connection, interaction, and change DEMAND WORLD OF WALLS WORLD OF WEBS V I V A L D I | 2
  3. 3. FOUR ERAS OF BRANDING V I V A L D I | 3
  4. 4. “Fast free delivery” “30 minutes or it’s free” “Official Pizza of March Madness” “Pizza Profiles” allow online pizza customers to save their favorites Domino’s Anyware offers customers the ability to order their favorite pizza from virtually any platform FOUR ERAS OF BRANDING VIVALDI V I V A L D I | 4
  5. 5. 1. Have a direct connection with consumers 2. Make consumers participants in value creation 3. Build a system around the consumer 4. Ensure systematic learning for continuous improvement WHAT ARE THE NEW PRINCIPLES OF BUILDING STRONG BRANDS? V I V A L D I | 5
  6. 6. 1. HAVE A DIRECT CONNECTION WITH CONSUMERS Car ownership in the World of Walls requires consumers to adapt to the brand’s infrastructure: • Large dealerships • Tired waiting rooms • Loaner cars without your radio presets V I V A L D I | 6
  7. 7. Tesla rewrote the car ownership experience for the World of Webs ORDERING PROCESS SOFTWARE UPDATES DIAGNOSTICS PHYSICAL REPAIRS Accomplished entirely online Sent over-the-air at night 90% of issues are identified and resolved remotely Mobile service techs meet owners at their homes V I V A L D I | 7
  8. 8. In the World of Walls, digital cameras compete against each other, and highlight product features (i.e. Canon PowerShot ELPH) 2. MAKE CONSUMERS PARTICIPANTS IN VALUE CREATION FRAME OF REFERENCE COMPARISON POINTS PURPOSE Other digital cameras Megapixels, Screen Size, Zoom Save memories for your family V I V A L D I | 8
  9. 9. In the World of Webs, customers actively create and define a brand’s value FRAME OF REFERENCE COMPARISON POINTS PURPOSE Defined by customer Experience, Connectivity Share lifestyle with the world Capture, manage, + share engaging content Virally scale product awareness + enthusiasm THE GOPRO VIRTUOUS CYCLE SEAMLESSLY SHARE MEDIA WITH THE WORLD V I V A L D I | 9
  10. 10. • In the World of Walls, this was considered “brand architecture” (Major brands, sub- brands, etc.) • Brands are organized around similarity of product or service 3. BUILD A SYSTEM AROUND THE CONSUMER • Brand Architecture: 31 Brands • Marginally differentiated lines confuse consumers V I V A L D I | 10
  11. 11. Airbnb introduced hospitality for the World of Webs, with a coherent ecosystem under one name • In the World of Webs, this is fluid, and organized around what a brand solves for • AirBnB solves a need for lodging and a desire for experiences; it is organized as one ecosystem under one name V I V A L D I | 11
  12. 12. THE WORLD OF WALLS IS RESPONDING TO PRESSURE FROM THE WORLD OF WEBS Marriott releases “Moments” marketplace with 110,000 experiences across 1,000 global destinations redeemable with Marriott rewards points, including partnerships with Hertz and StubHub V I V A L D I | 12
  13. 13. • For years, data captured on Nike+ shoes existed in a closed loop, available only to users • While run metrics were certainly valuable to users, Nike did not mine the data for product development insights 4. ENSURE SYSTEMATIC LEARNING FOR CONTINUOUS IMPROVEMENT WORLD OF WALLS V I V A L D I | 13
  14. 14. Nike became the shoe company for the World of Webs by meticulously tracking its customers’ habits NIKE 1:1 NIKE APP NIKE RUN CLUB NIKE STORE Customers with specific interests paired with experts, from stylists to competitive runners REGIONAL SHOES Customize shoes with logos and personalized laces Register with Nike+ to create a digital thumbprint for exclusive awards AR-enabled shoes are customized and 3D printed in-store in 60 minutes Release shoe editions unique to wants and needs of specific US regions V I V A L D I | 14
  15. 15. 1. Have a direct connection with consumers WHAT ARE THE NEW PRINCIPLES OF BUILDING STRONG BRANDS? 2. Make consumers participants in value creation 3. Build a system around the consumer 4. Ensure systematic learning for continuous improvement V I V A L D I | 15
  16. 16. V I V A L D I | 16
  17. 17. Thank you Founder & CEO of VIVALDI Erich Joachimsthaler, Ph.D. @ejoachimsthaler | ej@vivaldigroup.com

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