www.ftiecla.com BRAND MARKETING What’s new and next in branding? Prof. Peter Fisk [email protected]www.theGeniusWorks.com
Transcript
1. www.ftiecla.com BRAND MARKETING Whats new and next in
branding? Prof. Peter Fisk [email protected]
www.theGeniusWorks.com
2. www.ftiecla.com
3. www.ftiecla.com Brands with purpose Fast and social brands
Making brands relevant Brands enabling more 0900 - 1030 1100 - 1230
1445 - 1615 1645 - 1815
4. www.ftiecla.com We live in an incredible time
5. www.ftiecla.com We live in an incredible time
6. www.ftiecla.com Virtual world becomes real
7. www.ftiecla.com Snap looks beyond chat
8. www.ftiecla.com Amazons bigger vision
9. www.ftiecla.com $99 to profile your DNA
10. www.ftiecla.com Driverless in Singapore
11. www.ftiecla.com Unlimited executive jets
12. www.ftiecla.com The worlds biggest sports event
13. www.ftiecla.com Magic Leaps cinematic VR
14. www.ftiecla.com Free global wifi for all
15. www.ftiecla.com Exponential growth
16. www.ftiecla.com New opportunities to grow +genius
17. www.ftiecla.com Tesla is now bigger than Ford
18. www.ftiecla.com Xiaomi, the new AppleHyperloop redefines
travel
24. www.ftiecla.com es 1. 23 & Me 2. Aravind 3. Editas 4.
Genentech 5. Intuitive Surgical 6. Narayana Hosp 7. Organova 8.
PatientsLikeMe 9. Scanadu 10. Second Sight 1. Amazon 2. Aussie
Farmers 3. Etsy 4. Farfetch 5. Le Pain Quotidien 6. Pinterest 7.
Positive Luxury 8. Rackuten Ichiba 9. Trader Joes 10. Zappos 1.
Apple 2. Beautyin 3. DJI 4. Go Pro 5. Lego 6. Method 7. Natura 8.
Nike+ 9. Oculus Rift 10. Renova 1. Alibaba 2. ARM 3. Bharti Airtel
4. GE 5. Google X 6. OneWeb 7. Raspberry Pi 8. Samsung 9. Slack 10.
Xiaomi 1. Aeromobil 2. Air Asia 3. Airbnb 4. CitizenM 5. Emirates
6. Kulula 7. RedBus 8. Uber 9. Virgin Galactic 10. Zipcars 1.
3DHubs 2. Corning 3. DP World 4. Dyson 5. Embraer 6. Local Motors
7. Space X 8. Syngenta 9. Tata 10. Tesla 1. Brewdog 2.
GrameenDanone 3. Graze 4. Juan Valdez 5. LA Organic 6. Moa Beer 7.
Modern Meadow 8. Nespresso 9. Yeni Reki 10. Zespri 1. Ashmei 2.
1Atelier 3. Desigual 4. Jonny Cupcake 5. Inditex 6. Patagonia 7.
Rapha 8. Shang Xia 9. Threadless 10. Toms 1. Aspiration 2. Fidor 3.
First National 4. Moven 5. M-Pesa 6. Robinhood 7. Square 8.
TransferWise 9. Umpqau 10. Zidisha 1. Al Jazeera 2. Buzzfeed 3.
Netflix 4. Pledge Music 5. Red Bull 6. RiotGames 7. Snap 8.
Ushahida 9. ViceMedia 10. WeChat futureproduct futurefashion
futurefood futurehealth futuretech futuremakersfuturebank
futuretravel Thi N/S American brands European brands African/Arab
brands Asia/Pacific brands futuremedia 1. Ashoka 2. AzuriTech 3.
Graal Bio 4. IBM Watson 5. IDEO 6. Kickstarter 7. Li & Fung 8.
Live Nation 9. Salesforce 10. Y Combinator 1. Bitcoin 2. Bhutan 3.
City FC 4. The Elders 5. FanDuel 6. ParkRun 7. Michelle Phen 8.
Planetary Res 9. Udacity 10. You futureservice futurebrands Peter
Fisk 2016 [email protected] www.theGeniusWorks.com
futurestore High growth companies shaking up every market
25. www.ftiecla.com audacious
26. www.ftiecla.com intelligent
27. www.ftiecla.com networked
28. www.ftiecla.com collaborative
29. www.ftiecla.com Change Why enabling
30. www.ftiecla.com Anything is possible
31. www.ftiecla.com Whats a brand?
32. www.ftiecla.com Brand power
33. www.ftiecla.com $11bn value $70m profit
34. www.ftiecla.com $20bn value $450m profit
35. www.ftiecla.comWhats your inspiring purpose? To refresh the
world.To inspire moments of optimism and happiness.To create value
and make a difference." To bring inspiration and innovation to
every athlete* in the world (*If you have a body, you are an
athlete). We add sparkle to people's everyday lives." Changing
brands
36. www.ftiecla.comWhats your inspiring purpose? To refresh the
world.To inspire moments of optimism and happiness.To create value
and make a difference." To bring inspiration and innovation to
every athlete* in the world (*If you have a body, you are an
athlete). We add sparkle to people's everyday lives."
37. Coca Cola
38. Coca Cola
39. www.ftiecla.com How to build brands that are more trusted
and engaging to customers?
40. www.ftiecla.com Business narrow view Business narrow view
Consumer broader view Business Consumer Seeing things differently
Thinking different things
41. To refresh the world.To inspire moments of optimism and
happiness.To create value and make a difference." To bring
inspiration and innovation to every athlete* in the world (*If you
have a body, you are an athlete). We add sparkle to people's
everyday lives." Brand concept
42. To be earth's most customer centric company; to build a
place where people can come to find and discover anything they
might want to buy online. We delight customers worldwide through
four actions We define innovation.We create experiences.We live
responsibility.We shape Audi" To be the worlds most respected and
successful designer, manufacturer and retailer of the finest
jewellery committed to obtaining precious metals and gemstones, and
crafting our jewellery in ways that are socially and
environmentally responsible." Brand concept
43. Finding purpose
44. Red Bull
45. +genius Red Bull Give you wings
46. +genius Tesla Motors A better lifeRed Bull ... The
brand
47. www.ftiecla.com Staring with purpose Adding meaning
Enabling more
48. Airbnb
49. +genius What does Airbnb mean?
50. Airbnb the Belo
51. What do we enable people to do? How do we enable it better?
Why do they tell others about us? Defining a brand
52. Toms
53. Unilever
54. Sustainable living
55. www.ftiecla.com Brands with purpose Making brands relevant
0900 - 1030 1100 - 1230
56. www.ftiecla.com How to align brands with customers and
business?
57. +genius Umpqua Bank
58. +genius Umpqua Bank surf, sip, bank
59. UmpquaBank
60. www.ftiecla.com How do brands link to customer value
propositions?
61. Nike Running
62. Nike Women
63. Nike Football
64. CustomerJobs Gains Pains What benefits does the customer
expect or desire, both rational and emotional? What are the
negatives in their current experience, both Rational and emotional?
What is the customer trying to do the job they want to do, or new
goal to achieve? 32 Think customer
65. Brand Gain creators How do the products and services create
customer gain, for example savings that make them happy, or deliver
outcomes beyond expectations? Pain relievers Products and services
How do the products and services remove the negatives, eg save time
and effort, make them fee better, remove negative impacts, or
fears? What are all the product and service components that enable
the customer to achieve their job? 33 Think business
66. Brand Gain creators How do the products and services create
customer gain, for example savings that make them happy, or deliver
outcomes beyond expectations? Pain relievers Products and services
How do the products and services remove the negatives, eg save time
and effort, make them fee better, remove negative impacts, or
fears? What are all the product and service components that enable
the customer to achieve their job? Think brand CustomerJobs Gains
Pains What benefits does the customer expect or desire, both
rational and emotional? What are the negatives in their current
experience, both Rational and emotional? What is the customer
trying to do the job they want to do, or new goal to achieve?
81. Is it the brand experience, or the customer
experience?
82. Starbucks
83. Starbucks
84. Starbucks brand extensions
85. Evolution Juice Bars
86. Starbucks Reserve
87. Starbucks Reserve
88. www.ftiecla.com Storytelling in a social world
89. GE Brilliant Machines
90. GE Brilliant Machines
91. Storytelling
92. The shape of stories
93. Pixar
94. Someone ... (a character) Wants ... (a quest, a goal, a
mission) But ... (a challenge, an obstacle) So ... (a means of
succeeding)
95. Whats your inspiring purpose? To refresh the world.To
inspire moments of optimism and happiness.To create value and make
a difference." To bring inspiration and innovation to every
athlete* in the world (*If you have a body, you are an athlete). We
add sparkle to people's everyday lives."
96. +genius Coca Cola content marketing
97. www.ftiecla.com Push + Pull Digital + Physical
98. Amazon
99. Amazon
100. Amazon Alexa
101. Amazon Prime
102. www.ftiecla.com How do campaigns work alongside being
realtime and relevant?
103. Old Marketing New Marketing Make aware Sell Engage Enable
more Amplify Resonance points
104. Realtime customer tracking
105. Realtime marketing process
106. What are examples of topical events? How could you relate
to this? What would you say or do? Realtime and relevant
107. What are examples of topical events? How could you relate
to this? What would you say or do? Realtime and relevant
108. Brands with purpose Fast and social brands Making brands
relevant Brands enabling more 0900 - 1030 1100 - 1230 1500 - 1630
1700 - 1830
135. www.ftiecla.com From passive participants to a movement
with purpose
136. Lego
137. Lego community
138. Movement Collaborative Customer Customer Customer Customer
Customer Customer Brand- enabled community Co-enable Co-design
Co-create Co-sellCo-support Co-consume Customer movements
139. +genius
140. +genius Rapha Cycle Clubs
141. +genius Rapha Cycle Clubs
142. Rapha experience
143. What will you do?
144. Brands are not just about Brands today are more about
Image Aspiration Promise Experience Difference Relevance Values
Spirit Consistent Coherence Awareness Participation Personal Shared
Engaging Enabling Like Love Relationship Movement