Date post: | 28-Jul-2015 |
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Marketing |
Upload: | tine-thygesen |
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Entrepreneur, mobile, champagne, internet, marketeer, brand builder
Nice to meet you, my name is Tine Thygesen / @tahitahi
Ads don’t work the way they used to
People are skilled at ignoring marketing, inundated with messaging and and rarely change
their mind.
A brand is the ultimate only amplifier
Clear purpose to communicateAdvertising, social etc
Guides own media
AwarenessConvert customer into fans
Earned mediaword of mouth
Loyalty
&
Branding is not advertising, social media, nor design. It’s trust, relationship, delivery, values
Brand = Soul
What you do, how you talk, how you treat people, your tone, who you hire, service level, feel, design, logo, what you stand for, your goals, how you look
A brand is not what you say. It’s what others say about you.
Moleskine: cult notebooks used by Picasso and Hemingway (but invented in 1997)
Sell things that money can’t buy
mobile war will be fought out on ux
with the big portals fighting another the strategic advantage is to the independent player
+Identity: design, words
+Essence: Values, stories
+Position
creating your own secret sauce
Identify your worldview. Target people who already agree with you
Airbnb “Belong Anywhere” talks to people who see themselves as authentic + explorers
Enable and encourage others to tell their version of your story.
Turtle selfie on Visit Australia’s Instagram:
Source: instagram.com/Australia
61K Brand ambassadors have twice the clout you have
You don’t sell what you think you sell
There are only six things sellable in the world
Money Time
Ego (status) Sex
Security
-Location -Prior behaviour -Timing -Weather -Profile
Strong brand connection requires a feeling of “you understand me”
Timing & Context = relevance
Consistent and relevant communication on mobile differs
from web. Key words here are not unique and quality.
But timing & relevance .
Denmark. ‘Mobile Devices 2011ʹ′ by TNS Gallup
Getting people to share is hard
relevance is your best bet
Achievement Pride Truly helpful How i want to be seen
mobile war will be fought out on ux
with the big portals fighting another the strategic advantage is to the independent playerPractical
tips
"I am rather a fan of Everplaces, I've been longing for an app that does exactly this,
since before the smart phone was invented.”
Alaina, USA
Emotion is more memorable then facts
The grandmother test
The ultimate nonsense detection machines Does your grandmother get what you do?
‣ Visit Florida http://uat.visitflorida.com/en-us.html‣ Iceland tourism authority‣ Coca Cola‣ Tourism Australia
Molestkine‣ http://2.bp.blogspot.com/-lk7zZycVjpE/U3tfubD3ylI/AAAAAAAAOiE/qgfRknaQUuI/s1600/
Screenshot_2014-05-19-21-39-23.png‣ Angelica Vargas, design‣ http://pictures.4ever.eu/tag/20029/grandmother
Images and credits