branding in a collaboration economy
TRANSCRIPT
Branding In A Collaboration
Economy
Photo via Flickr by Terriko
Dannielle Blumenthal, Ph.D.@thinkbrandfirstOctober 3, 2012
“Business Exists to Create a Customer.” - Peter Drucker
Manufacturing Is Going Away
● Domestic labor is expensive
● Innovation is minimal advantage as it's rapidly copied
● Struggling consumers prefer cheapest functional product
● Product itself is no longer a source of competitive advantage
Rise of the Intangible Economy
Emotional Intelligence Intellectual Capital
Barista photo source here; Gekko here
Service Economy 2.0 =Networked Experts
● Information overload .means no one person can keep up.
● Complex projects require integrated teams.
● Relational skill integrates disciplines and resolves conflict.
● Value is derived by integrating intellect and emotional intelligence.
● Peers = Customers.
"Friends" screenshot source here
Networked Economies Reverse TheTraditional Customer Hierarchy
EmployeeEngage and Align
PeerRecruit and maintain teams
CustomerVendor of
Choice
Must Overcome These Challenges1. Information hoarding2. Information overload3. Lack of knowledge management
infrastructure4. Lack of collaboration norms5. Rapid technology change6. Technological illiteracy7. Unfair distribution of rewards8. Lack of conflict management9. Poor project management
10. Poor internal communication
Customer Relationship QualityCreates Brand Value
50%of senior executives define brand as “relationship with customer."
96%say “customer satisfaction” is a primary measure of brand value.
Source: Prophet Brand Strategy, “Operationalizing the Brand,” 2002. Photo by Woodley Wonderworks via Flickr.
Goal: Increase Brand Value
Non-BrandEquipmentProperty
Technology
BrandRelationships,
Goodwill, Trust, Loyalty
a.k.a. "Brand Equity"
“Products are made in the factory, but brands are created in the mind.”
- Walter Landor
Your
BrandHere
How?Invest In Relationships
Source: “Brand Valuation: Viewpoint of Customer & Company, Engineering EconomicsImages: "The Thinker" and Flickr: Stock Chartt, and Running
An Integrated Dashboard forMeasuring Brand Success
PriceAttitude Behavior
Collaboration, Consultation, Recruitment, Purchase Behavior
Awareness, Like or Dislike, Intent to Use or Buy
What Would Someone Pay to Acquire?