in brand we trust - uafrica.com...beats by dre while other tech was getting better, phones smarter,...

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In Brand We Trust

John Lawson [email protected]


Aswath Damodaran is a Professor of Finance

at the Stern School of Business at New York

University,

"If you as a company tell me that

you have a brand name, I'm going

to ask you a question:

“Do you have the power to charge

a higher price for the same

product?”

"If your answer is no, I don't think

you have a brand. You may think

you do, but I don't think your

brand has any value."


5 Branding Lessons from Dr. Dre


Feed Your Fans Random acts of kindness are a powerful influence

Build Social Currency Develop social currency and use it to enhance brand equity

Tie Identity to the Brand Engagement and the total experience

Be Consistent Persistance pays

Stay In Your Lane Do not overwhelm me with nothingness 1

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Stay In Your Lane Do not overwhelm me with nothingness


Recognize Your Core

Genius


Beats by Dre While other tech was getting better, phones

smarter, tv’s higher def, music was getting

sub par with cheap headphones and

earbuds.

Founded by Dr. Dre and Jimmy Iovine

64% of the $100 and up headphone

market

New way to think about marketing music

“They” said the marketplace would never

support a $300 headphone in 2008 when

launched

Headset market was/is driven by

smartphones and tablets adoption


When you stay in your own lane

there is NO TRAFFIC







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Measured Speed of Social


Give Them What They

Want


Powerful strategy today is to

create a branded term for your

employees and customers.

Link it back the core of the brand

Promote the exclusive tribe

Build Your Tribe!


Join over 4,000 ecommerce

professionals FREE on

TheEcommerceGroup.org

http://TheEcommerceGroup.org


Brand Your Tribe

Powerful strategy today is

to create a branded term

for your employees and

customers.

Link it back the core of the

brand

Promote the exclusive

tribe


Fanilows - Barry Manilow

Beliebers - Justin Bieber

Little Monsters - Lady Gaga

Parrot Heads - Jimmy Buffett

Katy-Kats - Katy Perry

Barbies - Nicki Minaj

Brand Your Customers


Value of a tribe…

www.youtube.com/watch?v=g1VwnS3OfrY

http://www.youtube.com/watch?v=g1VwnS3OfrY

http://www.youtube.com/watch?v=g1VwnS3OfrY


Net Results…

Debut at #1 on Billboard charts

Sold 828,773 in the first 3 days

Fastest selling album in the

history of iTunes


Rewards Rock!







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Powerful influence

Unexpected sparks emotion

Law of Reciprocity

WOW


Be An Opportunist

It’s really good thing, especially when they haven’t been

paid to wear them







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There Is No Substitute


Influencer Endorsements


But My Product Is Boring…

That’s YOUR fault! Do something about it.

That is an opportunity not a negative

Make it fun and I will remember you.


“Paper is Necessary” - Le Trefle

www.youtube.com/watch?v=RRDSj62tlvQ

http://www.youtube.com/watch?v=RRDSj62tlvQ

http://www.youtube.com/watch?v=RRDSj62tlvQ





Be Consistent Everyday and every way, you are building your brand


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Launched in the WORST

economy in decades

Before the legacy brands even

know what was happening Beats

filled a void

Supplied headphones to 19

countries including US, Brazil,

China, Germany, Russia during

Olympics

2 things that made it work,

celebrity cachet and sleek

design

The Beats Story…


Premium headphones were

3% of market overall in US in

2010 today its 7%

Beats owns 43% of premium

headphone market

A fashion accessory as much

as a listening device

Wearing them says

something: music is

important, I am cool, I got

swag factor.

The Beats Story…


Beats to Apple - $3 Billion

2.6 billion cash to Dr.

Dre and Jimmy Iovine

$400 Million in Apple

stock

Big time jobs with

Apple Inc.


Brand value is an

asset that every

business should work

continually to build.

Key Takeaway…


Give me some!

InfusionsoftNow.com/ColderIce

@ColderICE

• FULL List of 60 Kick Ass

Action Phrases for

marketing

• Email me NOW:

[email protected]

When you gonna do it?

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in brand we trust - uafrica.com...beats by dre while other tech was getting better, phones smarter,...

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