in brand we trust - uafrica.com...beats by dre while other tech was getting better, phones smarter,...
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Contact John: [email protected] Get the book: bit.ly/KASCbook
In Brand We Trust
John Lawson [email protected]
Contact John: [email protected] Get the book: bit.ly/KASCbook
Aswath Damodaran is a Professor of Finance
at the Stern School of Business at New York
University,
"If you as a company tell me that
you have a brand name, I'm going
to ask you a question:
“Do you have the power to charge
a higher price for the same
product?”
"If your answer is no, I don't think
you have a brand. You may think
you do, but I don't think your
brand has any value."
Contact John: [email protected] Get the book: bit.ly/KASCbook
5 Branding Lessons from Dr. Dre
Contact John: [email protected] Get the book: bit.ly/KASCbook
Feed Your Fans Random acts of kindness are a powerful influence
Build Social Currency Develop social currency and use it to enhance brand equity
Tie Identity to the Brand Engagement and the total experience
Be Consistent Persistance pays
Stay In Your Lane Do not overwhelm me with nothingness 1
2
3
4
5
Contact John: [email protected] Get the book: bit.ly/KASCbook
Feed Your Fans Random acts of kindness are a powerful influence
Build Social Currency Develop social currency and use it to enhance brand equity
Tie Identity to the Brand Engagement and the total experience
Be Consistent Persistance pays
1
2
3
4
5
Stay In Your Lane Do not overwhelm me with nothingness
Contact John: [email protected] Get the book: bit.ly/KASCbook
Contact John: [email protected] Get the book: bit.ly/KASCbook
Beats by Dre While other tech was getting better, phones
smarter, tv’s higher def, music was getting
sub par with cheap headphones and
earbuds.
Founded by Dr. Dre and Jimmy Iovine
64% of the $100 and up headphone
market
New way to think about marketing music
“They” said the marketplace would never
support a $300 headphone in 2008 when
launched
Headset market was/is driven by
smartphones and tablets adoption
Contact John: [email protected] Get the book: bit.ly/KASCbook
When you stay in your own lane
there is NO TRAFFIC
Contact John: [email protected] Get the book: bit.ly/KASCbook
Feed Your Fans Random acts of kindness are a powerful influence
Build Social Currency Develop social currency and use it to enhance brand equity
Tie Identity to the Brand Engagement and the total experience
Be Consistent Persistance pays
Stay In Your Lane Do not overwhelm me with nothingness 1
2
3
4
5
Contact John: [email protected] Get the book: bit.ly/KASCbook
Measured Speed of Social
Contact John: [email protected] Get the book: bit.ly/KASCbook
Powerful strategy today is to
create a branded term for your
employees and customers.
Link it back the core of the brand
Promote the exclusive tribe
Build Your Tribe!
Contact John: [email protected] Get the book: bit.ly/KASCbook
Join over 4,000 ecommerce
professionals FREE on
TheEcommerceGroup.org
Contact John: [email protected] Get the book: bit.ly/KASCbook
Brand Your Tribe
Powerful strategy today is
to create a branded term
for your employees and
customers.
Link it back the core of the
brand
Promote the exclusive
tribe
Contact John: [email protected] Get the book: bit.ly/KASCbook
Fanilows - Barry Manilow
Beliebers - Justin Bieber
Little Monsters - Lady Gaga
Parrot Heads - Jimmy Buffett
Katy-Kats - Katy Perry
Barbies - Nicki Minaj
Brand Your Customers
Contact John: [email protected] Get the book: bit.ly/KASCbook
Contact John: [email protected] Get the book: bit.ly/KASCbook
Value of a tribe…
www.youtube.com/watch?v=g1VwnS3OfrY
Contact John: [email protected] Get the book: bit.ly/KASCbook
Net Results…
Debut at #1 on Billboard charts
Sold 828,773 in the first 3 days
Fastest selling album in the
history of iTunes
Contact John: [email protected] Get the book: bit.ly/KASCbook
Rewards Rock!
Contact John: [email protected] Get the book: bit.ly/KASCbook
Contact John: [email protected] Get the book: bit.ly/KASCbook
Feed Your Fans Random acts of kindness are a powerful influence
Build Social Currency Develop social currency and use it to enhance brand equity
Tie Identity to the Brand Engagement and the total experience
Be Consistent Persistance pays
Stay In Your Lane Do not overwhelm me with nothingness 1
2
3
4
5
Contact John: [email protected] Get the book: bit.ly/KASCbook
Powerful influence
Unexpected sparks emotion
Law of Reciprocity
WOW
Contact John: [email protected] Get the book: bit.ly/KASCbook
Be An Opportunist
It’s really good thing, especially when they haven’t been
paid to wear them
Contact John: [email protected] Get the book: bit.ly/KASCbook
Contact John: [email protected] Get the book: bit.ly/KASCbook
Contact John: [email protected] Get the book: bit.ly/KASCbook
Contact John: [email protected] Get the book: bit.ly/KASCbook
Feed Your Fans Random acts of kindness are a powerful influence
Build Social Currency Develop social currency and use it to enhance brand equity
Tie Identity to the Brand Engagement and the total experience
Be Consistent Persistance pays
Stay In Your Lane Do not overwhelm me with nothingness 1
2
3
4
5
Contact John: [email protected] Get the book: bit.ly/KASCbook
There Is No Substitute
Contact John: [email protected] Get the book: bit.ly/KASCbook
Influencer Endorsements
Contact John: [email protected] Get the book: bit.ly/KASCbook
Influencer Endorsements
Contact John: [email protected] Get the book: bit.ly/KASCbook
But My Product Is Boring…
That’s YOUR fault! Do something about it.
That is an opportunity not a negative
Make it fun and I will remember you.
Contact John: [email protected] Get the book: bit.ly/KASCbook
“Paper is Necessary” - Le Trefle
www.youtube.com/watch?v=RRDSj62tlvQ
Contact John: [email protected] Get the book: bit.ly/KASCbook
Feed Your Fans Random acts of kindness are a powerful influence
Build Social Currency Develop social currency and use it to enhance brand equity
Tie Identity to the Brand Engagement and the total experience
Be Consistent Everyday and every way, you are building your brand
Stay In Your Lane Do not overwhelm me with nothingness 1
2
3
4
5
Contact John: [email protected] Get the book: bit.ly/KASCbook
Contact John: [email protected] Get the book: bit.ly/KASCbook
Launched in the WORST
economy in decades
Before the legacy brands even
know what was happening Beats
filled a void
Supplied headphones to 19
countries including US, Brazil,
China, Germany, Russia during
Olympics
2 things that made it work,
celebrity cachet and sleek
design
The Beats Story…
Contact John: [email protected] Get the book: bit.ly/KASCbook
Premium headphones were
3% of market overall in US in
2010 today its 7%
Beats owns 43% of premium
headphone market
A fashion accessory as much
as a listening device
Wearing them says
something: music is
important, I am cool, I got
swag factor.
The Beats Story…
Contact John: [email protected] Get the book: bit.ly/KASCbook
Beats to Apple - $3 Billion
2.6 billion cash to Dr.
Dre and Jimmy Iovine
$400 Million in Apple
stock
Big time jobs with
Apple Inc.
Contact John: [email protected] Get the book: bit.ly/KASCbook
Brand value is an
asset that every
business should work
continually to build.
Key Takeaway…
Contact John: [email protected] Get the book: bit.ly/KASCbook
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