mhub marketing: understanding your consumer …€¦ · • effies- most effective campaigns in the...

mHUB MARKETING: UNDERSTANDING YOUR CONSUMER January 11, 2018

TODAY

•  BACKGROUND •  BRANDING THAT STARTS WITH “WHY”

•  TACKLEBOX BLUEPRINTS

•  EXAMPLES

•  INDUSTRY TRENDS

BACKGROUND

INTRODUCTION

•  David Kelbaugh, President, Tacklebox Brand Partners •  20 years of experience in brand management.

•  Big Agencies •  Leo Burnett •  Ogilvy & Mather •  FCB

•  Famous Campaigns •  Marlboro Man- Latin America, Europe, Asia •  Allstate- US •  BP Helios Power- US, Australia, Netherlands

•  Award-winning campaigns and strategies •  Effies- Most effective campaigns in the world 2007, 2012 •  Cannes Lions- Most creative campaigns in the world 2012 •  Addys- 2007, 2012, 2013, 2014- Best campaigns in Chicago

INTRODUCTION

•  David Kelbaugh is professor of Entrepreneurship at Tribeca Flashpoint College (Founded by Howard Tullman, founded by Robert DeNiro)

•  Tacklebox is brand-strategy mentor to: •  Techstars •  The University of Chicago Booth’s Polsky

Center •  The Garage at Northwestern University •  Clean Energy Trust •  WiSTEM

A BRIEF HISTORY OF MARKETING

40 Years ago •  Make sales •  Newspaper

advertising •  Salesmen

20 Years ago

•  Make repeat sales •  Cross-sell •  Upsell •  CRM

Today

•  Make sales •  Make repeat sales •  Transform customers

into advocates •  Brand •  Social Media

WHY AND WHAT

•  “Developing a strong brand is the most important thing you can do for your company”

•  A brand is how you want people to remember your company •  It’s what you stand for. •  It is emotional and never product-focused.

•  Your brand is the filter through which you make all major business decisions.

•  The best brands in the world have committed to standing for something greater that the product it sells

WHY IS A BRAND IMPORTANT

•  Having a brand today is more important than ever. Why? People are more vocal than ever. People WANT to be an advocate for something. They are their own broadcast stations.

•  Get your brand right, and you can get $100,000+ of publicity for $0.

TACKLEBOX BELIEVES…

BRANDING THAT STARTS WITH ”WHY”

FOCUS LESS OF PRODUCT AND MORE ON BELIEF

•  “Gaining marketshare starts with gaining mindshare” •  ”People will never care about your product as much as YOU care about your

product”

•  “People don’t buy what you do; they buy why you do it.” •  “The most inspiring companies and organizations in the world start with a why.” •  ”The goal is not to do business with people who want what you have. The goal

is to do business with people who believe what you believe.”

https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action/transcript

BUILDING YOUR BRAND

•  Discovery •  Stakeholders interviews •  Focus Groups •  Quantitative research

•  Brand Concepts •  3-4 brand concepts •  Differentiated design and copy approaches

•  Brand Manifesto •  Internal playbook •  Versatile marketing communication piece

•  Execution •  Web site •  Advertising •  Influencer outreach

DESIGNING YOUR BRAND

•  Research reveals people make a sub-conscious judgement about an environment or product within 90 second of initial view. •  Between 62% and 90% of that assessment is

based on color alone •  84.7% of consumers cite color as the primary reason

they buy a particular product. •  Color can improve comprehension, learning, and

reading

https://www.webpagefx.com/blog/web-design/psychology-of-color-infographic/

POSITIONING YOUR BRAND

•  Competitive Brand Summary •  What they are •  What do they believe •  Why are they doing what they’re doing

•  The competitive brand landscape •  Product based vs. belief based

•  Where is the opportunity?

KNOWING MARKET TRENDS

•  What they are

•  Examples

•  The brand implications

TACKLEBOX BLUEPRINTS

THE TACKLEBOX BRAND CONCEPT BLUEPRINT: 5 KEY ELEMENTS

What we believe.

1. THE BELIEF Creates the emotional

connection with the consumer

We exist to... Lorem ipsum dolor sit amet, consectetur adipiscing elit sed do eiusmo.

Believe us because... Duis aute irure dolor in reprehen derit in voluptate velit sunt in culpa qui officia. Descriptive Modifier.

3. REASONS Proof points – why

should I believe you?

2. THE WHY What problem

do we solve?

What emotional benefit do we quench?

4. THE LOGOCreates visual identifier

5. DESCRIPTIVEMODIFIERExplains “What?”

WHAT YOU WILL SEE…

A strategic document, an “ad-cept” Not an advertisement

EXAMPLES

FINAL BRAND CONCEPT – VISUAL AND MESSAGING

INDUSTRY TRENDS

THE DAWN OF THE CODED BRAND

•  Brand behavior being included in code offering customers a consistent experience no matter how they interact with a brand

•  Blockchain •  New dynamics of trust and accountability

•  Algorithms can set parameters to to keep digital channels aligned with brand values •  Product based vs. belief based

•  AI technology changing how consumers interact with brands

https://landor.com/thinking/trend-watch-2018-the-next-five

THE RISE OF THE MERCHANT TECHNOCRAT

•  Convenience, community, and creativity are changing the retail landscape

•  Demand for on-demand services in every industry

•  Advances in virtual and augmented reality are allowing consumers to interact with brands on a deeper level

•  New technologies are allowing brands to personalize each user experience with the brand


SMART PRODUCTS AND PACKAGES

•  Brands are changing how they present their products

•  Smart packaging can show a consumer when to take their medications or the freshness of their food

•  Less packaging can lead to less waste

•  You can now communicate your brand through home technology i.e. buying groceries through an Amazon Echo


MOBILITY REVOLUTION

•  Shared mobility not only going to be standard for cars, but bikes, scooters, and even private airplanes

•  Consumers are shifting to wanting subscriptions over purchases

•  Self-driving cars to disrupt a variety of industries


THE PRIMACY OF PURPOSE

•  Today’s brands must be purposeful and fulfill consumer needs

•  Brands must also be transparent and accountable

•  Consumers are demanding more from brands when it comes to giving back to the community


mhub marketing: understanding your consumer …€¦ · • effies- most effective campaigns in the...

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