what is useful marketing ?

How a brand should behave today Brieuc Saffré

@_brieuc Oct. 2012

Everything changed

Werealized

Everything changed

Werealized

If not, look at

The party example

...but how do we act now ?

What did you do to the last party you’ve been?Were you the fun guy? Did you talk in the kitchen all

night long? Did you wear a great t-shirt ? Did you bring some great stuff?

...

What experience did you give to people?Will they remember you? If yes, why?

Why does your brand exist ?

Your brand

Who are you

?What are your beliefs and values ?

The purposeof your brand

It’s your engine.

Brand UtilityShared Value

PurposeRaison-d’être

Soul of the brand

Mission

Your brand purpose must becomeyour guide

«People don’t buy what you do,

they buy why you do it»

Simon Sinek

The Golden CircleWhat What does your

company offer?

The Golden CircleWhatHow How does your

company make it ?

WhatHow

The Golden Circle

Why Why doesyour brand exist ?

The life cycle of the product

Early adopters

Growth Selection End

The life cycle of the product

MASSES

Before, marketers were focused on masses...

The life cycle of the product

Early adopters

Now, in a digital world, as reputation is more

important than ever, you need to be focused on the early adopters...

The life cycle of the product

Early adopters

tipping point

...to reach the

The purpose

is a strength to recruit

The purpose

is a strength to motivate

The purpose

and to create a community

Some purpose consequences

How to reinvent capitalism - Michael Porter January 2011 - Harvard Business Review

Company Productivity

Environnemental

impact

Energy Use

Water Use

Employee Health Worker

Safety

Employee Skills

Supplier access and

viability

What’s the purpose of

these brands?

Focused on mobility of people... They don’t only make cars anymore, they create the future.

Is it still changing the status quo?

Help people for their memories

Democratize car sharing

Understand

Observe your potential users

Understand

Meet your users

Find and bring a relevant solution

Understand

The new key

The experience

Bring quality everyday...

It’s what you do, not what you say,

that matters.

How to give a remarkable

experience

for the customer ?

the Purple Cow

«You can't be remarkable by following someone else who's remarkable.»

Seth Godin

Take their point of view

Make your experience unique

The experience is your purpose demonstration.

7 dimensions

Play with them to give a specific memory to your user.

Waouh ! dimension

You positively surprise.

So beautiful dimension

You play on the aesthetic aspects of the experience.

The already dimensionYou offer something that surpasses what’s existing today.

Well thought dimensionEach details of the experience is

prepared and anticipated.

Respect dimensionYour experience has a

significant social impact.

Friendly dimension

You offer some positive, agreable or personalized interactions to your customers.

Good offer dimension

Your benefit/price ratio is excellent or new.

Some other tools

To create a competitor free marketand leave the price war,

find your blue ocean.

The Blue Ocean Strategy

the Wii exampleThe strategic

canevas enables you

to create another

valuecurve.

Forget your

business plan,

only test and retest

your business

model canevas.

the business model canevas

The contexts

The new targets.

Some examples

Target approach Context approach

2010$ 1,8 billion $ 19 billions

Facebook Ads Google Adwords

Click to discover the other examples

« Brands need to see themselves as value creators, adding value to contexts where their value is appreciated and needed.They need to investigate and explore these contexts, surrounding their

brands and products, and take ownership of them.»

Helge Tenno

If you think I can help you,you’re probably right

and I’ll be happy to do so.

You can visit

www.brand-utility.com

or send me a mail

mail@brieuc.biz