WE MAKE THEM TALK ABOUT YOU

Good afternoon,

I’m from Brand Manual

WE MAKE THEM TALK ABOUT YOU

Brand Manual is a branding & service design consultancy

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We help define the competitive advantage of products and services.

We call this branding.

thebrandmanual.com

WE MAKE THEM TALK ABOUT YOU

Estonia

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Hosts the NATO Cyber Defence Centre and the EU IT Agency

Internet access is a human right

Lowest public sector debt in Europe

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Leads CEE in terms of educational level

99% of high school students are learning English

Over 60% of the population is engaged in the services sector

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100% of schools and government have broadband connection

70% of homes have broadband connection

110% mobile penetration

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98% of bank transfers are made electronically

92% of income tax declarations are filed via the e-Tax Board

1.2 million active ID cards (population: 1.4 million)

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Worse weather than in Finland

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Estonian consumers

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The recession was the best thing that ever happened to Estonia.

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Efficiency gains. But will they last?

2008 2012

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It helped focus consumers, companies and government.

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The recession has made people both price and quality sensitive. Finally it is understood that you DO get WHAT you pay for.

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Quality actually sells.

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Consumer confidence is picking up. Those that can afford to, are spending again.

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But consumers have changed.

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me

stuff

status

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me

stuff society

values

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Corporate social responsibility is becoming a real issue, instead of just a buzz word.

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Listening has never been easy. But now there are icebergs ahead.

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PRODUCT

CONSUMER

“We tell you why you need it”

CONSUMER

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PRODUCT

CONSUMER

“Thank you for your feedback”

CONSUMER

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PRODUCT

CONSUMER

“Let’s be social (about the product)”

CONSUMER

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PRODUCT

CONSUMER

“Look what I bought”

CONSUMER

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Social media requires a real plan. Not just initiative.

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Half the population is on Facebook.If you screw up here, it will come back to quote you.

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Marketers monitor and measure everything. ROI is (French for) King.

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Implication to smart marketers

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Stop reacting.Customers actively prefer real value over cheap prices.

WE MAKE THEM TALK ABOUT YOU

Thank You!

J.Margus Klaarjmk@thebrandmanual.com