how do you know a brand is ready for a transformation?

HOW  DO  YOU  KNOW  WHEN  IT’S  TIME  FOR  A  BRAND  TRANSFORMATION?  

WHAT’S  THE    HARD  DATA    TELLING  YOU?  

ARE YOU LISTENING TO YOUR CUSTOMER?

ARE  YOU  LISTENING  TO  YOUR  

CUSTOMERS?  

WHO  HAS  THE  BUZZ  IN  YOUR  CATEGORY?  

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ARE YOU LISTENING TO YOUR CUSTOMER?

CAN  YOU  WAIT  ANY  LONGER  TO  CHANGE?      

BORING

FAT

SPAM

SOFTWARE ANTIVIRUS

NE

RD

SLOW

BUG

INFECTION BARRIER

GEEKY

VIR

US

BLO

CK

ER

ATTA

CK

WHAT  DOES  YOUR  BRAND  STAND  FOR?    

BLOATED NORTON

PR

OTE

CTI

ON

WORM

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NPS  SCORES    WERE  FLAT  

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PURCHASE  INTENT    WAS  DOWN  

SALES  WEREN’T    GROWING  FAST    

ENOUGH  

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COMPETITION  WAS  INCREASING  

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WHAT  WERE    OUR  CUSTOMERS    

SAYING?  

 “I  was  a  long@me  Norton  

advocate  …  but  the  BLOAT  finally  got  to  me.”      “Norton  completely  SLOWS  down  my  laptop  …  I’ve  had  viruses  and  spyware  treat  me  nicer  than  Norton!”      “UNINSTALLING  Norton  was  the  best  thing  I’ve  done  all  week.”      

WHO  HAD  THE    BUZZ  IN  THE    

SECURITY  CATEGORY?  

WERE  WE    READY  TO  CHANGE?  

HOW  DID  WE  CHANGE?  

SECURITY  THAT  WON’T  SLOW  DOWN  YOUR  PC  

“I  am  simply  blown  away;  in  fact  I  am  in  love  with  Norton  now  and  probably  will  recommend  it  to  everyone  and  their  mama.”      Michael  Reyes,  HardwareGeeks.com    

We  believe  digital  freedom  is  an  essen@al    

right  in  making  people’s  lives  beUer.  

We  exist  to  be  on  the  frontline  in  the  united  

movement  against  all  digital  

dangers.  

FIND  YOUR  PURPOSE  AND  STORY    

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A  CRIME  IS  BEING  COMMITTED…  

EVERY  3½  MINUTES  IN    

NEW  YORK  CITY.

Source: National Police Agency, 2008

EVERY  2½  MINUTES  IN    

TOKYO.  

Source: Observatoire de la delinquance (April 2009)

EVERY  18  MINUTES  IN    

San  Jose.  

Source: Symantec, 2008

EVERY  ¼  OF  A  SECOND    

ON  THE  WEB.  

What’s your risk to danger online?

1 42 MILLION IN

1 2.600.000 IN

1 300 IN

1 31 IN

Source: Consumer Reports

WILL BE A VICTIM OF CYBERCRIME

6 10 IN

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WE  REALIZED  WE  NEED  TO  

SHAKE  PEOPLE  UP  

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WE  NEEDED  TO  PROVE  CYBERCRIME  

 IS  REAL    

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HOW  DID  WE  BRING  THIS  STORY  TO  LIFE?    

ACTS  

DEMAND  GEN  WEB  ADS,  VIDEOS  AND  SOCIAL  MEDIA  

ADS   1)  PROVING  CYBERCRIME  IS  REAL    

CONSUMER  BLACK  MARKET  

PLAY          

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MULTI-­‐CHANNEL  

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UNEXPECTED  

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INTERNATIONAL  

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INTERACTIVE    EXPERIENCE:  BLACK    MARKET  

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UNEXPECTED  

HOW  DID  WE  BRING  THIS  STORY  TO  LIFE  FOR  EMPLOYEES?    

WORKSHOPS     BRAND  BOOKLET   INTRANET    

CONSUMER  BLACK  MARKET  

ACTS!!

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WE  HAD  TO  CHANGE  OUR  DNA  

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HOW  ARE  WE  DOING?  

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4+  YEARS  AVERAGE  CUSTOMER  LIFETIME    

30%  INCREASE  IN  NET  PROMOTER  SCORE    

30%    IMPROVEMENT  IN  RETENTION  RATE    

47%    SHARE  OF  VOICE    

   GRO

WTH

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!Cung Minh Norton AntiVirus is the best!.. Norton software has never given me any problems with my computer!!!!Danny Masincupp With Norton in front and around me I don't have to waste my time worrying about what is trying to sneak up behind me .. Trust you can take to the bank:! !! Jugador30 Laptop is now clean, updated, and organized. I love Norton Security Suite. !

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“TWEETER  QUOTE  WOULD  GO  HERE  AND  

ONTO  HERE”    

“TWEETER  QUOTE  WOULD  GO  HERE  AND  

ONTO  HERE”    

“TWEETER  QUOTE  WOULD  GO  HERE  AND  

ONTO  HERE”    

“TWEETER  QUOTE  WOULD  GO  HERE  AND  

ONTO  HERE”    

BUZZ:  PRODUCT  AWARDS  

BUZZ:  MARKETING  AWARDS  

Are you being honest with yourself about the perception of your brand? !Do you have strategies agency partner that can push the boundaries?!

FOUR  QUESTIONS  YOU  NEED  TO  ASK  YOURSELF  

1.  What  is  the  data  telling  you?    2.  What  are  your  customers  saying?    

   3.    Who  has  the  buzz  in  your  category?  

4.    Are  you  listening  to  your  gut?  !

Are you being honest with yourself about the perception of your brand? !Do you have strategies agency partner that can push the boundaries?!

WHAT  IS  NEEDED  TO  CREATE  A  BRAND  TRANSFORMATION  

1.  The  best  and  most  innova@ve  products    2.  A  purpose    that  ignites  the  emo@on  of  the  brand  and  it’s  people  

   3.    A  story  that’s  not  been  told  in  this  way  in  your  industry  

4.  Acts  that  communicate  your  purpose  and  have  higher    purpose  than  selling  !