Download - The Future of Brand - Joanna Lord
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THE FUTURE OF A BRAND
Joanna LordVP of Marketing
@joannalord
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WHAT MAKES A BRAND?
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Things have changed.
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Things have changed.
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What makes a brand today?
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“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
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Top brands of today.
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Top brands of today: Nike.
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Top brands of today: Google.
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So how do they do it?
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It’s time to rethink the responsibility of a brand.
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Present a value exchange beyond the product.
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Create intelligent connections.
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Are agile.
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“Simplify, grow, everyday.”
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Empowers consumers & build a brand with them.
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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
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Understands loyalty & reciprocity.
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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
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The biggest brands of tomorrow get this.
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And they are set up to succeed.
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Is your brand set up to stand out?
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It’s not what you promise, it’s what you deliver.
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THANK YOU! QUESTIONS?
Joanna LordVP of Marketing
@joannalord