joanna lord, vp marketing, porch - the future of brand

The Future of a BrandAdapt or Die:

@joannalord VP of Marketing

Porch

things have changed.

things have changed.

429 of the original Fortune 500 companies [1955] are no longer in

business today. adapt or die.

19th Century BRAND = “TRADEMARK”

The first definition of “brand” is the name given to a product or service from a specific source. Traditionally the logo, colors, and possibly voice of brand. Brand identity at it’s purest.

20th Century BRAND = “THE BRAND”

The intangible sum of a product’s attributes. Marketers realized that they could create a specific perception in

customers’ minds concerning the qualities and attributes of each non-

generic product or service.

21th Century BRAND = “BRAND”

What your prospect thinks of when he or she hears your brand name. All the

things: product, com pay, team, community, marketing, voice, affinity identity. More powerful that ever is

seeing loyalty and community.

the evolution of a brand

Over 150M projects uploaded. Over 3M professionals. Over 1M homeowners.

In 1,700 Lowe’s nationwide. Data coverage on over 99% of the U.S. homes.

Over 200,000 person community. Over 1.5M monthly visitors to Porch.

Over 100M in fundraising. Over 500 employees.

Over 1B dollars in projects done. Only a year and a half old.

what makes a great brand?

pillars of a great brand

product team community+ +

but what makes a brand

really stand out?

Driven by ever more demanding customers, pushed by emerging market competitors,

and inspired by companies like Apple, many businesses are re-discovering the power of

creativity and design, increasing investment in innovation, and trying to better

understand how brands drive their business.”

!

-Millward & Brown

“

so how do they do it?

it’s time to rethink the responsibility of a brand.

[reframe]

present a value exchange beyond the product.

create a rally point worthy of their time.

simplify, grow, everyday

give people the power to share

make the world your home

be less busy

why do you wake up every morning?

the world wants more of that.

simplify, grow, everyday

give people the power to share

make the world your home

be less busy

why do you wake up every morning?

the world wants more of that.

Every day we run up the stairs and we ask ourselves “how can I help a

homeowner love their home” or “how can I put the professional in a

better place.”

empower your consumers.

It’s all about permission marketing. Which is shorthand for understanding the boundaries from brands in a world where customers are in control. We believe the next step along this curve will be the notion of digital permission: the granting of rights by customers within the digital world.!!

- Seth Godin

“

let’s bring this full circle

things have changed.

You must do it better than it’s !ever been done before.

thank you.Questions? ping me.

i love talking about this stuff. @joannalord

joanna@porch.com