closing keynote: "m&ms -- the transformation of a mega brand…from candy to a personal...

Building an Iconic Brand in the New Era of Empowered Consumers

September 14, 2010

“The times are they are a-changing”

In the new era of marketing, leading brands engage with people, and in doing so

build sustainable relationships – ones that involve high levels of

trust and transaction.

A Brand’s Goal is to Build Trust and Transactions

CONGRUENCY

CARE

CREDIBILITY

The Evolution of Marketing

Evolution of M&M’s Marketing Strategy Across the Eras

Shifting Marketing Approach into the Relationship Era

Develop Offerings

Test in Market

Create Marketing Plan

Advertise and Promote

Measure

Market Demand

Technology

Develop Offerings

Test in Market

Create Marketing Plan

Advertise and Promote

MeasureCo-create Offerings

ListenAttract and Inspire

Lead A Movement

Learn and Adapt

Your Brand’s Purpose

ListenAttract and Inspire

Lead A Movement

Learn and Adapt

Co-create Offerings

Co-Create Offerings

ListenAttract and Inspire

Lead A Movement

Learn and Adapt

Co-create Offerings

Listen

ListenAttract and Inspire

Lead A Movement

Learn and Adapt

Co-create Offerings

Attract and Inspire

ListenAttract and Inspire

Lead A Movement

Learn and Adapt

Co-create Offerings

Lead A Movement

Sometimes, You Just Let Word-of-Mouth Take its Own Course!

ListenAttract and Inspire

Lead A Movement

Learn and Adapt

Co-create Offerings

Learn and Adapt

1: Direct traffic

2: Referred Traffic

3: Search Traffic

Five Tips for Success in the Relationship Era

1. Clarify Purpose

2. Commit to Sustainable Relationships

3. Connect with Authenticity

4. Engage

5. Treat Customers as Partners

1. Clarify Purpose

The ability to have fun doing fulfilling work, in a flexible environment, with opportunities for growth.

Hard working, talented associates committed to the customer, working in a fast-paced open office with a ‘sky’s the limit!’ attitude

Accomplishment, Pride, Recognition, and Team Spirit

Commitment to the customer, quality, ingenuity, & the team

2. Commit to Sustainable Relationships

Quality Our relentless commitment

Responsibility In the hands of our associates

Mutuality Closer to our customers

EfficiencyGreater focus on fewer priorities

FreedomModel for growth and profit

3. Connect with Authenticity

4. Engage

5. Treat Customers as Partners

• It’s all about a two way relationship…

In relationships, trust is paramount to success and sustainability

To foster trust… thinking deeply about your purpose

Key Take Aways…

Thanks!