status quo disrupted: brand transformation lessons that drive results

REBRANDopopp

evolve. transform. thrive.

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Status Quo Disrupted: Brand Transformation Lessons

that Drive Business Results

Anaezi Modu of REBRAND™ believes customer experience must be the

core focus of all decisions you make about your brand in order to succeed

over time. In this session you will learn:

• Time-tested secrets of strong, successful brands and effective

transformations

• How the “walls” between industries are breaking and how to take

advantage of those

• How universal, human emotions are still at the core of loyal, long-term

customers

• How to integrate mobile and social media tools smartly to build real brand

value

• How to bring your brand and customers back into clear focus and deliver

on what makes you unique and valuable

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Brand Transformation Lessons

That Drive Business Results

SPEAKER:

Anaezi Modu, Founder & CEO

REBRAND™ and the annual

REBRAND 100® Global Awards

http://www.rebrand.com

MODERATOR:

Alli Libb, American Marketing Association

PRESENTED BY:

American Marketing Association

http://www.marketingpower.com

SPONSORED BY:

Aquent

http://www.aquent.com

Status Quo Disrupted

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Key question:

Who cares about branding anyway?

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Source:

Interbrand Best Global Brands 2009

Bloomberg Businessweek

$121.51 billion: market cap with brand value

$52.19 billion: market cap }$69.32 billion

brand value

Who cares bout branding anyway…?

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What we’ll touch on today

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We’ll cover

• Secrets of strong brands

• Trends we see

• Falling industry “walls”

• Human at core

To Cover…

• Customer experience

• Mobile-social smart

• Brand transformation case studies

• Additional free resources

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“… we’re all emotional, intuitive beings, despite our best efforts to be rational.” ~Marty Neumeier

The collection of how your audience feels about you, your company, and your products and services.

Tangible and intangible factors weigh into this.

Individuals, geographic locations, and environments can also be brands.

You already have a brand. You’re better off influencing the perception and experience folks have about

your brand to the best of your ability.

How we define a brand

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Social media presence and engagement -- OR -- conspicuous absence matters


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Mobile provides increased opportunities to

engage, serve, and build brand value


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Avoid unless absolutely, positively, necessary!

Then start with a clear, focused brand brief and plan, and follow through to implementation and beyond

When and why to rebrand?

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Game-changing trends

• Simplification

• Emotional connection

• Breaking against “type”

• Concise and plain language

• Customers are driving

• Sustainability, social responsibility

• Multi-modal engagement

• Private label battle of the fittest

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Qualities of the best brands:

• Distinct

• Bold

• Address clear, human needs

• Continually evolve

• Connect with and inspire emotion

• Best, leading, only -- at something

• Singularly focused

• Engender trust

The strong survive. And thrive.

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The customer is driving

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Discover and embrace trends and opportunities revealed through all customer touchpoints. Cut

through clutter.

What makes you unique?

Do you deserve my time, money, and loyalty?

Why should I tell my friends and family about you?

Is your brand

• Distinct

• Focused

• The best quality and value

• Solving a problem

• Chosen… continually

Brand core focus: customer experience

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Anyone can

evolve

“...shift the focus beyond price

to the emotional benefits of

shopping at Walmart and the

shopping experience.”

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Before and……………After

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Industry “walls” are falling

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Initial connection with brands increasingly online

• One doorway to one expected experience level

• No delineation between pharma vs banking vs retail

• It’s all about “my needs” not yours

• 1 million customers or 1 customer… serve me now

• Don’t make me think… too much

Customer experience “walls” are falling between industries and brands

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JOY IS INNOVATION.

JOY IS FREEDOM.

JOY IS MOVING.

JOY IS TIMELESS.

JOY IS AESTHETIC.

JOY IS AND. NOT OR.

JOY IS FUTURE PROOF.

GUESS WHO?

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Sheer

Driving Pleasure

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Opportunity: observe personal quirks and interests

Photos courtesy: diverseinsights.com

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So you want to evolve, transform?

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Start with a brand brief to succeed, and then

answer these three questions:

• Who are you?

• What do you do?

• Why does it matter?

Steps to rebranding effectively

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Phases:

• Discovery

• Strategy

• Concept

• Design

• Design extension and applications

• Implementation at all touchpoints

• Monitor and evolve

Steps to rebrand effectively

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Mobile and social media, no hype.

Dial down the frenzy.

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Mobile:

More opportunities to be present, of value

and of service

• SMS (text messaging/campaigns)

• Apps

• Mobile internet

• Blue tooth/location-based networking

• Other devices e.g. iPad, Kindle, more…

Building your brand smartly

with mobile and social media tools

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Social Media:

What’s old is new again as tools evolve

• Be where your customers are

• Identify goals and map strategy

• Try one, then two, three ONLY if aligned

• It’s not too late

• There’s no popularity contest

• Beware of “experts”

• Test, adapt, and evolve

Building Your Brand Smartly

With Mobile and Social Media Tools

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Case studies

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Case Study:

Love 146 - emotional connection, story-telling

Before After

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Case Study:

Nike Golf - sustainability (with more shelf presence)

Before After

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Case Study:

Once Online - breaking banking “type”

Before After

After

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Case Study:

Global Encounters - distinctly against type

AfterBefore

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Case Study:

Via Roma - new private label game on

Before After

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Case Study:

Greenway - new private label game on

After

Before

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P&G beta eStore: www.pgestore.com

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Free resources, links, and downloadable

bonuses for webinar attendees available

until June 1 only:

http://www.rebrand.com/MarketingPower

• 27 Rebranding Mistakes to Avoid (pdf)

• Links to full versions of case studies presented

• Key Content Marketing Trends and Predictions for 2010 (pdf)

• Social Media Marketing Report (pdf)

• And more

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Thank You!

SPEAKER:

Anaezi Modu, Founder & CEO

REBRAND™ and the annual

REBRAND 100® Global Awards

http://www.rebrand.com

[email protected]

twitter.com/REBRANDing

facebook.com/REBRANDing

MODERATOR:

Alli Libb, American Marketing Association

PRESENTED BY:

American Marketing Association

http://www.marketingpower.com

SPONSORED BY:

Aquent

http://www.aquent.com

status quo disrupted: brand transformation lessons that drive results

Business

brand mobile

brand distinct

brand core focus

real brand value

brand social media presence

focused brand brief

best brands

customer experience