Does  Your  Brand  Have    What  It  Takes  To  Deliver?  

Joanna  Lord  VP  of  Marke>ng  @joannalord  

WHAT  MAKES  A  BRAND?  

Things  have  changed.  

Things  have  changed.  

What  makes  a  brand  today?  

“Driven  by  ever  more  demanding  customers,  pushed  by  emerging  market  compe>tors,  and  inspired  by  

companies  like  Apple,  many  businesses  are  re-­‐discovering  the  power  of  crea>vity  and  design,  increasing  investment  in  

innova>on,  and  trying  to  be-er  understand  how  brands  drive  their  

business.”    

Millward  &  Brown  

Top  brands  of  today.  

Top  brands  of  today:  Nike.  

Top  brands  of  today:  Google.  

So  how  do  they  do  it?  

It’s  >me  to  rethink  the  responsibility  of  a  brand.  

Present  a  value  exchange  beyond  the  product.  

Create  intelligent  connec>ons.  

Are  agile.  

“Simplify,  grow,  everyday.”  

Empowers  consumers  &  build  a  brand  with  them.    

It’s  all  about  “permission  marke>ng.”  Which  is  shorthand  for  understanding  the  boundaries  for  brands  in  a  world  where  customers  are  in  control.  We  believe  the  next  step  along  this  curve  will  be  the  no>on  of  digital  permission:  the  gran3ng  of  rights  by  customers  within  the  digital  world.”    -­‐  Seth  Godin  

Understands  loyalty  &  reciprocity.  

Choice  is  changing.    

“The  two  key  drivers  of  brand  value  are  choice  (role  of  brand)  and  loyalty  (brand  strength).  Both  are  significantly  affected  by  the  post-­‐digital  world.  Purchase  decisions  are  becoming  more  fluid,  be_er  

informed,  and  dynamic.  There  is  always  someone  a  “step  ahead”  of  you,  and  easy  access  to  other  user  experiences  and  long-­‐term  opinions  affects  the  assump>ons  of  loyalty.  Both  of  these  trends  provide  

significant  opportuni3es  for  marketers,  and  brand  experience  hold  the  key  to  maximizing  the  opportuni3es.    

   Harvard  Business  Review  

The  biggest  brands  of  tomorrow  get  this.  

And  they  are  set  up  to  succeed.  

Is  your  brand  set  up  to  stand  out?  

It’s  not  what  you  promise,  it’s  what  you  deliver.  

THANK  YOU!  QUESTIONS?  

Joanna  Lord  VP  of  Marke>ng  @joannalord