is a brand what we tell consumers it is?
DESCRIPTION
IS A BRAND WHAT WE TELL CONSUMERS IT IS?TRANSCRIPT
IS A BRAND WHAT WE TELL CONSUMERS IT IS?
“A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS. IT IS WHAT
CONSUMERS TELL EACH OTHER IT IS.” - SCOTT COOK, FOUNDER OF INTUIT
THIS IS A POPULAR PHRASE TODAY
BUT WHAT WILL BE THE PHRASE OF TOMORROW?
BUT FIRST, WHY DOES THIS STATEMENT HOLD TRUE TODAY?
LEADERS DICTATE WHAT THE FOLLOWERS FOLLOW
PEER TO PEER INFLUENCE IS AT AN ALL TIME HIGH
CONSUMERS NO LONGER LISTEN TO ONE WAY COMMUNICATIONS
“A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS. IT IS WHAT CONSUMERS TELL
US IT IS.” – PLANNER OF THE FUTURE
WHAT THE HECK DOES THIS MEAN?
BRANDS ARE SHIFTING FOR THREE MAIN REASONS
CULTURAL TRENDS
ABUNDANCE OF CHOICE
BRAND IRRELEVANCE
THREE EXAMPLES
CONSUMERS HAVE THE POWER TO TELL BRANDS HOW THEY SHOULD COMMUNICATE
WITH THE WORLD
IF CONSUMERS WANT TO INCREASE HEALTHY EATING HABITS, BRANDS MUST SHIFT TO
ADHERE TO (NEW) DEMANDS
IF A BRAND IS MISREPRESENTED, IT MUST PROVE TO CONSUMERS WHY THEY MATTER AGAIN
“A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS. IT IS WHAT CONSUMERS TELL
US IT IS.” – YOUR NAME HERE IF YOU AGREE
