the future of brand - joanna lord

THE FUTURE OF A BRAND

Joanna LordVP of Marketing

@joannalord

WHAT MAKES A BRAND?

Things have changed.

Things have changed.

What makes a brand today?

“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

Top brands of today.

Top brands of today: Nike.

Top brands of today: Google.

So how do they do it?

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

Present a value exchange beyond the product.

Create intelligent connections.

Are agile.

“Simplify, grow, everyday.”

Empowers consumers & build a brand with them.

It’s all about “permission marketing.” Which is shorthand for understanding the boundaries for 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

Understands loyalty & reciprocity.

Choice is changing.

“The two key drivers of brand value are choice (role of brand) and loyalty (brand strength). Both are significantly affected by the post-

digital world. Purchase decisions are becoming more fluid, better informed, and dynamic. There is always someone a “step ahead” of

you, and easy access to other user experiences and long-term opinions affects the assumptions of loyalty. Both of these trends provide

significant opportunities for marketers, and brand experience hold the key to maximizing the opportunities.

Harvard Business Review

The biggest brands of tomorrow get this.

And they are set up to succeed.

Is your brand set up to stand out?

It’s not what you promise, it’s what you deliver.

THANK YOU! QUESTIONS?

Joanna LordVP of Marketing

@joannalord