brands as platforms - marketing in a digital age
TRANSCRIPT
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BRANDS as PLATFORMS
Guy Kedar, MEC
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ASSUMPTIONS
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Decrease in Product differentiation
Globalisation with increased access to Technology and industrial capabilities erodes quality differentiation among brands
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Brands’ comms affect purchase decisions in all stages of the customer journey
Creating a positive ‘Passive Bias’ is as important as an Active one
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You don’t have to shout loudest to win
Smart spend counts just as much (if not more) than share of spend
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• Having a good product isn’t enough • Passive stage matters • Smart solutions can beat spend
TRUTHS:
ASSUMPTIONS
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WAYS TO WIN
Winning in today’s Technological environment
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Centering marketing around the consumer
Tailor content to consumers’ needs, wishes and contextual relevance.
In this example: smart targeting and dynamic creative, powered by programmatic enable delivering tailored messages
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Being ‘Always On’, or ‘Always Available’
ALWAYS DISCOVERABLE
ALWAYS LISTENING
ALWAYS ENGAGING
ALWAYS RELEVANT
ALWAYS EMPOWERING
ENGAGE BUYERS/ SHOPPERS: OWNED
LEVERAGE BRAND AMBASSADORS: EARNED
ACHIEVE EFFICIENT SCALE: PAID
Think OEP rather than POE. Use owned media to engage with consumers and empower them to promote the brand and products. Use paid media to achieve significant scale.
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Building brands as platforms
Stop focusing on singular products or services; Look to build platforms and ecosystems
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Nike turned a running shoe into a training platform
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Red Bull integrates into consumers lives across multiple areas of interests
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Spotify finds complementary areas to its service
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UBER is present in the moments that consumers need a ride
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NEST connects to every home appliance
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WIN:
Customer Centric
AlwaysAvailable
Brand Platforms
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Key takeaways
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1. Identify the points that make a different in your customer’s journey
2. Create an ecosystem of value that goes beyond the core product
3. Leverage platforms/partners that will increase your integration into customers’ lives
•Through the platforms they use
•By adding meaningful value
• In a way that is related and credible to your brand
4. Design experiences that people talk about
Platforms over products
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