embracing the change: how brands must evolve to stay relevant

PowerPoint Presentation

Embracing The ChangeDean Logan | 09.27.16#TMCtonightHow Brands Must Evolve To Stay Relevant

1

#TMCtonight

@Deano1739

@Deano1739#TMCtonight

This was the days before Toys R Us and WalMart. You got Thornybucks with purchases and you got to pull a toy out of the toy box on your birthday. Saturday morning TV show kids would compete in games for T-bucks.

Social Media! Before there was such a thing as Social Media.3


Mechanical monkey on top riding a Schwinn bike. Wide, wide aisles. Carpet that was always clean. Raving Fan

Pure magic to a child.4


5

A toy that breaks easily or does not hold the childs interest is very expensive regardless of the price you pay for it.


6

Brand


The emotion a person feels whenThey see or hear your company name


Brand lives in themind and heart ofthe consumer



Traditional definition of Branding = ADS tactics, expressions of the brand to designed to create that emotion10

Its not enough


So. All cool. All incredibly progressive and thought-provoking.

But what was the core thing at SXSW that has any bearing on ALPHA?

Its that new technologies and existing ones are rapidly going to start Changing The Face of Retail which leads me to a part I call

11


Really affecting retail.

Right now, today, were in an era where the Big Boxes are desperately looking for ways to reinvent themselves.12


They have to. Remember these guys?

And maybe its just me but if I were a retailer I might skip red as a corporate color.13

Why?


So. All cool. All incredibly progressive and thought-provoking.

But what was the core thing at SXSW that has any bearing on ALPHA?

Its that new technologies and existing ones are rapidly going to start Changing The Face of Retail which leads me to a part I call

14

@Deano1739#TMCtonightSCIENCE!

Or more to the point, technology.

15


Were all runningaround with these.


Phone? Yes but more importantly a portable computer capable of so much stuff I doubt anyone in here is using 100% of the capability of theirs.17


Phone? Yes but more importantly a portable computer capable of so much stuff I doubt anyone in here is using 100% of the capability of theirs.

I dont. Plus how often do you really call anyone on these things anymore?18


Youve probably seen this video

Its from 2011 was from Jean-Louis Constanza, CEO at Orange: a French telecom.

The girl is one year old.

My own kids (tell the story)19


There has caused also caused a huge shift in the human condition.

We are the most brand/marketing savvy generation that has ever lived. We are hyper-aware of companies that try to manipulate us.20


Brands can try all they want with the traditional tactics anymore.21


22

Brands have to deliver somethinggreater


23

experiences


24

> 1-on-1 emotional connections> suggest + enable vs. push + sell> genuine acts of empathy


25

@Deano1739#TMCtonightBrands must nowshow empathy totheir customers

26

@Deano1739#TMCtonightSincere

27

One, single shared experience can reach the eyes and ears of thousands in a matter of days


28

It goes The Viral


29

Skills


30



The undisputed Jedi masters of retail experience

32


A staggering $4,798.82 in sales per square foot on annualized basis at the end of 2014

Some perspective. That compares to $4,551 earlier in 2014 and well ahead of Apples closest rival on this front, luxury jeweler Tiffany & Co33



35


And its not only the inside of stores that are changing. Display windows are becoming an entirely reinvented channel for marketing products.

Addidas has given the term window shopping an entirely new meaning.36


And then theres pure joy.

No hard sell. No cutting edge technology. No Minority Report.

Just fun using existing technology in new and unexpected ways.

Look at these Christmas store windows for Cartier NYC.37






Quite possible the biggest, most expensive experiment in customer experience.42




Quite possible the biggest, most expensive experiment in customer experience ONE BILLION DOLLARS44






The packaging itself is a sensory experience that reinforces the brand.

Apple has a team of designers who only focus on and develop its packaging.48


The result?49

What can brands do?


50

Youve got to start with customerexperience and work back towardthe technologySTEVE JOBS


Without defining experiences,brands will become victim towhatever people feel and shareBRIAN SOLIS


The new currency of brands is dopamine


Brands will live and die by the experience they give their customers.53


FIND THE SOMETHING EXTRA54


DELIVER THE UNEXPECTED55


IT DOESNT HAVE TO BE TECH56


CHILDHOOD MEMORIES = SAME PART OF BRAIN AS AN ADULT57


The days of delivering this and getting by are over.

Brands have to move past simply delivering this58


And deliver this.59

Thank you@Deano1739 | [email protected] | #TMCtonight

Presentation available on Slideshare

60

2014Instrumental13244.033www.orangefreesounds.com

embracing the change: how brands must evolve to stay relevant

Marketing