mbo15 presentation: benjamin cox, xiik
TRANSCRIPT
@coxbenjamin #MBO15
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@coxbenjamin #MBO15
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Great ideas have soul, and when executed well, move people to feel and to act.
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Why is brand activation important? Q:
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Most people worldwide could
care less if 73% of brands
disappeared tomorrow.
Havas Media | Meaningful Brands
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What the world wants is brands that improve the well-being of our lives.
Havas Media | Meaningful Brands
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Long-term Growth
Short-term Growth
Build brand image Drive consumptive behavior
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Long-term Growth
Short-term Growth
Build brand image Drive consumptive behavior
BRAND ACTIVATION
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Long-term Growth
Short-term Growth
Build brand image Drive consumptive behavior
BRAND ACTIVATION
40% of marketing spend is on brand activation efforts.
Brand Activation Association
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FOUR WALLS AND MAYBE SOME PILLOWS.
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FOUR WALLS AND MAYBE SOME PILLOWS.
BETTER THAN WHEN THEY ARRIVED.
insight delight +
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FOUR WALLS AND MAYBE SOME PILLOWS.
BETTER THAN WHEN THEY ARRIVED.
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Meaningful ideas start with a great insight. 1 #
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Compassionate Emotional Cognitive
Omotenashi Nam-jai Lagniappe
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How do you put empathy into action? Q:
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Says Does
Feels Thinks
Needs Physical
Emotional
What might they be thinking or what belief exists? What emotion might they be feeling?
What actions and behaviors were noticed? What quotes and defining words were said?
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FEAR OF LOSING CONTROL
FEAR OF THE UNKNOWN
FEAR OF FAILURE
FEAR OF JUDGEMENT
FEAR OF FIRST STEP
fear
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FEAR OF LOSING CONTROL
FEAR OF THE UNKNOWN
FEAR OF FAILURE
FEAR OF JUDGEMENT
FEAR OF FIRST STEP
fear Not about eliminating risks, but increasing odds of success.
Roger Martin | HBR | The Big Lie of Strategic Planning
LET’S BE BRAVE.
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Meaningful activations create instant value. 2 #
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What’s in it for me? utility soul
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73% of U.S. Parents are
concerned about the lack of parental
control on mobile devices*
who will contact my child? unrestricted access to internet?
To much time texting and gaming?
Source: eMarketer
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Meaningful connections happen one at a time. 3 #
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attract convince secure delight journey
attributes
DRIVERS
VALUE POINTS
BARRIERS
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attract convince secure delight journey
attributes
DRIVERS
VALUE POINTS
BARRIERS
Decide which touchpoints will best articulate promises. Websites Those You Own Others You Control
Your People Sales & Advisors Other Delivery
Events Experiential Shopper / Retail
Advertising Paid Channels Public Relations
Referral Partners Industry Influencers Customers / Advocate
Direct Response Email / Continuity Mobile SMS / Wallet
Communities Those You Own Others Participate
Search Paid Discoverability Organic Optimization
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Thanks. Here’s what we learned
EMPATHY & BRAVERY
UTILITY & SOUL
PRECISION & PERSONALIZATION
Meaningful ideas start with a great insight
Meaningful activations create instant value
Meaningful connections happen one at a time
Special thanks to: Mark Skotch @ Energy BBDO (Sprint Case Study) Jeff Powers @ Pangeo Coffee (Pangeo Story) Mark Tack @ Vibes (Men’s Warehouse Case Study)