REBRANDopopp
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Status Quo Disrupted: Brand Transformation Lessons
that Drive Business Results
Anaezi Modu of REBRAND™ believes customer experience must be the
core focus of all decisions you make about your brand in order to succeed
over time. In this session you will learn:
• Time-tested secrets of strong, successful brands and effective
transformations
• How the “walls” between industries are breaking and how to take
advantage of those
• How universal, human emotions are still at the core of loyal, long-term
customers
• How to integrate mobile and social media tools smartly to build real brand
value
• How to bring your brand and customers back into clear focus and deliver
on what makes you unique and valuable
REBRANDopopp
evolve. transform. thrive.
opopp
Brand Transformation Lessons
That Drive Business Results
SPEAKER:
Anaezi Modu, Founder & CEO
REBRAND™ and the annual
REBRAND 100® Global Awards
http://www.rebrand.com
MODERATOR:
Alli Libb, American Marketing Association
PRESENTED BY:
American Marketing Association
http://www.marketingpower.com
SPONSORED BY:
Aquent
http://www.aquent.com
Status Quo Disrupted
REBRANDopopp
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opopp
Key question:
Who cares about branding anyway?
REBRANDopopp
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. . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Source:
Interbrand Best Global Brands 2009
Bloomberg Businessweek
$121.51 billion: market cap with brand value
$52.19 billion: market cap }$69.32 billion
brand value
Who cares bout branding anyway…?
REBRANDopopp
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What we’ll touch on today
REBRANDopopp
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We’ll cover
• Secrets of strong brands
• Trends we see
• Falling industry “walls”
• Human at core
To Cover…
• Customer experience
• Mobile-social smart
• Brand transformation case studies
• Additional free resources
REBRANDopopp
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opopp
“… we’re all emotional, intuitive beings, despite our best efforts to be rational.” ~Marty Neumeier
The collection of how your audience feels about you, your company, and your products and services.
Tangible and intangible factors weigh into this.
Individuals, geographic locations, and environments can also be brands.
You already have a brand. You’re better off influencing the perception and experience folks have about
your brand to the best of your ability.
How we define a brand
REBRANDopopp
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Social media presence and engagement -- OR -- conspicuous absence matters
How we define a brand
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Mobile provides increased opportunities to
engage, serve, and build brand value
How we define a brand
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Avoid unless absolutely, positively, necessary!
Then start with a clear, focused brand brief and plan, and follow through to implementation and beyond
When and why to rebrand?
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Game-changing trends
• Simplification
• Emotional connection
• Breaking against “type”
• Concise and plain language
• Customers are driving
• Sustainability, social responsibility
• Multi-modal engagement
• Private label battle of the fittest
REBRANDopopp
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REBRANDopopp
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REBRANDopopp
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Qualities of the best brands:
• Distinct
• Bold
• Address clear, human needs
• Continually evolve
• Connect with and inspire emotion
• Best, leading, only -- at something
• Singularly focused
• Engender trust
The strong survive. And thrive.
REBRANDopopp
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The customer is driving
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Discover and embrace trends and opportunities revealed through all customer touchpoints. Cut
through clutter.
What makes you unique?
Do you deserve my time, money, and loyalty?
Why should I tell my friends and family about you?
Is your brand
• Distinct
• Focused
• The best quality and value
• Solving a problem
• Chosen… continually
Brand core focus: customer experience
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Anyone can
evolve
“...shift the focus beyond price
to the emotional benefits of
shopping at Walmart and the
shopping experience.”
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Before and……………After
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Industry “walls” are falling
REBRANDopopp
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Initial connection with brands increasingly online
• One doorway to one expected experience level
• No delineation between pharma vs banking vs retail
• It’s all about “my needs” not yours
• 1 million customers or 1 customer… serve me now
• Don’t make me think… too much
Customer experience “walls” are falling between industries and brands
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JOY IS INNOVATION.
JOY IS FREEDOM.
JOY IS MOVING.
JOY IS TIMELESS.
JOY IS AESTHETIC.
JOY IS AND. NOT OR.
JOY IS FUTURE PROOF.
GUESS WHO?
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REBRANDopopp
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Sheer
Driving Pleasure
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Opportunity: observe personal quirks and interests
Photos courtesy: diverseinsights.com
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So you want to evolve, transform?
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Start with a brand brief to succeed, and then
answer these three questions:
• Who are you?
• What do you do?
• Why does it matter?
Steps to rebranding effectively
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Phases:
• Discovery
• Strategy
• Concept
• Design
• Design extension and applications
• Implementation at all touchpoints
• Monitor and evolve
Steps to rebrand effectively
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Mobile and social media, no hype.
Dial down the frenzy.
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Mobile:
More opportunities to be present, of value
and of service
• SMS (text messaging/campaigns)
• Apps
• Mobile internet
• Blue tooth/location-based networking
• Other devices e.g. iPad, Kindle, more…
Building your brand smartly
with mobile and social media tools
REBRANDopopp
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opopp
Social Media:
What’s old is new again as tools evolve
• Be where your customers are
• Identify goals and map strategy
• Try one, then two, three ONLY if aligned
• It’s not too late
• There’s no popularity contest
• Beware of “experts”
• Test, adapt, and evolve
Building Your Brand Smartly
With Mobile and Social Media Tools
REBRANDopopp
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Case studies
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evolve. transform. thrive.
Case Study:
Love 146 - emotional connection, story-telling
Before After
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evolve. transform. thrive.
Case Study:
Nike Golf - sustainability (with more shelf presence)
Before After
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evolve. transform. thrive.
Case Study:
Once Online - breaking banking “type”
Before After
After
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Case Study:
Global Encounters - distinctly against type
AfterBefore
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Case Study:
Via Roma - new private label game on
Before After
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Case Study:
Greenway - new private label game on
After
Before
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P&G beta eStore: www.pgestore.com
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Free resources, links, and downloadable
bonuses for webinar attendees available
until June 1 only:
http://www.rebrand.com/MarketingPower
• 27 Rebranding Mistakes to Avoid (pdf)
• Links to full versions of case studies presented
• Key Content Marketing Trends and Predictions for 2010 (pdf)
• Social Media Marketing Report (pdf)
• And more
REBRANDopopp
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Thank You!
SPEAKER:
Anaezi Modu, Founder & CEO
REBRAND™ and the annual
REBRAND 100® Global Awards
http://www.rebrand.com
twitter.com/REBRANDing
facebook.com/REBRANDing
MODERATOR:
Alli Libb, American Marketing Association
PRESENTED BY:
American Marketing Association
http://www.marketingpower.com
SPONSORED BY:
Aquent
http://www.aquent.com