the future of marketing & brands
TRANSCRIPT
The future of
Marketing & Brands
?
Fernando Barrenechea / @fbarrenecheaf
The "world has changed" and
Marketing & Brands must
give a respond to this new
reality.
The “traditional” marketing has
become somewhat
outdated and obsolete as it was in its day
the Ford T.
I've changed! Did you? The contemporary consumer i s savvy as a resu l t o f i n c r e a s e d i n f o r m a t i o n available, largely due to the d ig i ta l wor ld , the h igh interconnection of consumers has changed the rules of the game.
Do you remember Maslow?, .... The consumer has changed!!
But not everything changes at the same
time..
The Consumer behavior is a mix brands: low cost, luxury, mass market,…
The Consumer is a Mix..
Advertising, quality and
price no longer have positive "relationship"
with the brand.
Consumers are living a Romance with Low
Cost Brands.
Consumers change
faster than brands,
advertisers & business
Different: culture,
values,… different
marketing & branding approach
“I make movies for masses but I speak to them one by one”.
Steven Spielberg
“A Brand becomes stronger when you narrow its focus”. Ries & Ries. “The 22 inmutables laws of branding”
The Businesses that succeed will be those
that make life easier
“[Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life.”
Innovation Experiences
The consumer wants…
“If you move from being a commodity product to an emotional product, though to real attachment and engagement that comes f rom creating an experience, the degree of differences might appear to be quite small but the results are going to be much greater”. John Russell. MD Harley Davidson.
“A revolution doesn't happen when a society adopts new tools. I t happens when s o c i e t y a d o p t s n e w behaviors ...” Clay Shirky. Author, Consultant, Professor at NYU
The Revolution is
coming…
“New” Marketing arises from CONSUMER
“Traditional” Marketing lost EFFECTIVENESS
Traditional marketing is no longer enough. Marketing must be linked closely with business strategy
and able to prove its contribution to
shareholder value.
What´s going on with
advertisement
?
“The days of making funny things that may or may not have an effect on the client's business are ending.”
What's going on with Media?
New Broadcaster…..
ü Social Video ü Social Commerce ü Mobile Commerce ü Augmented Reality ü 3D ü Rich Commerce ü Personal pages ü QR Codes ü Smart TV ü Html 5 ü …
2.0 Communication Trends Brands
need to know this
reality
“You can spend 15 Million on advertising, go bankrupt and your name still means nothing to people. Your brand is created out of customer contact and the experience your consumers have of you”.
Stelios Haji-Ioannou. Founder Easy Jet
"Your brand is not stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins. Global Communications Consultant
“The most recommended company in its category grows 2.5X the category average” Bain & Company Research.
Today WOM is really important….
The “Big" ideas based on consumer
awareness are the new "Prime
Time"
Unconventional marketing
strategies = Brand benefits
The Content is the new voice of Brands.
"The consumer is skeptical. After years of stifling levels of saturation and advertising pressure, consumers have learned to get around "the world" and reject any business practice that invade his space without his consent. The new consumer is immune and indifferent to any kind of persuasion”
“[The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it.”
“Times of turbulence are
the most exciting, because
everything changes"
The future of Advertising &
Brands are great products
that have marketing
embedded in them.
“Apple takes value creation one step further by making the consumer the ultimate value creator. The value creation does not stop with a beatiful packaged iPhone, it continues through being genuinely useful and delivering a seamless life enhancing experience”.
Product = Brand =
Experiences
“Our belief is that marketing and product have converged. The consumer doesn’t separate the marketing experience from the product experience.” Ajaz Ahmed Founder & Chairman AQKA
The challenge is to deliver value
through the integration of
marketing and product.
The explosion of digital
media has changed
brands and Marketing
Social networks, along with brand websites, are the most important digital touch points on the path to purchase worldwide, with nearly half the population engaged at any stage. Not surprisingly, offline touch points, such as TV and word of mouth, still dominate media investment. However, digital’s enormous potential points to the need for brands to create integrated offline/online marketing approaches.
Maximizing presence through a consistent
planning effort.
The increasing importance of digital touch points has completely transformed the way consumers behave and how they interact with brands
Consumers are having an" affair” with their
smartphones. Mobile is more than an extension of the
network becoming an opportunity to
develop unique experiences with
customers.
The future is in consumer hands
"That there is an online channel does not mean that retail is not important. The secret to a brand's success in any digital platform lies in the consistency of its contents, investment and to be at all the technological devices that audiences are handle. "
“Whether physically or through c o n n e c t e d t e c h n o l o g i e s , shopping is still best experience socially ”. PSFK. Future of Retail Report.
Gamification is a new trend
all Brands have to consider
Digital has changed the
world of branding, and The
brands need to change
with it.
THE POST-DIGITAL WORLD – B&B AND B&C
Branding in The Post-Digital World. Interbrand.
Today consumers and businesses are working more actively co-
creating brands.
The digitalization
of brands.
“Dividing your brand communication into a range of smal ler ideas – distributed and shared with participants - i s e s s e n t i a l t o a b a l a n c e d communications mix that achieves brand growth”. John Grant. Author “The Brand Innovation Manifesto”
Now more than ever before the
Brands have to represent
a story & identity
“Brands that have a strong and clear identity are better capable of creating meaningful and lasting relationships”. Jean-Noël Kapferer
“As information and intelligence domain of computers, society will place more value on the human ability that can not be automated: EMOTION. This will affect everything from our purchasing decision to how we work with others. Companies will need to understand that their products are less important than their stories”. Rolf Jensen. Copenhagen Institute for future studies
The digital behavior
allows to listen to what the consumer
asks "shouting"
The information in the network
is a way to lower the cost of innovation
and consumer knowledge
Brands must listen the
customer and develop
strategies to meet their
needs.
“Loyalty counts more and costs
less than awareness.”
Kristen Sandberg
Don´t forget
….
This new behavior implies
COLLABORATION
A Quiz review of
future Brands.
?
Brands should be more transparent,
positioning itself as a positive force and creating positive relationships with
customers.
“Old Branding” ü Image ü Passive ü Unique Selling
Proposition ü Brand Benefit ü "One size fits all” ü Persuasion ü Mass Media
“New Branding” ü Participation ü Interactive ü Emotional Selling
Proposition ü Brand Utility ü Segmented and
personalized ü Co-creation ü Integrated. "Content”
New reality of Brands…
The BRAND of SUCCESS in
6 points
1. Great Brand Experience 2. Clear & consistent positioning
3. Dynamism and Innovation 4. Authenticity
5. Corporate Culture 6. Social Responsibility
The challenge is to find the combination of all the elements that transform the brand into an asset that drives sales and increase consumer engagement.
The Brands future is...
Innovation Consumer
Management Communication
“Your brand is formed primarily
not what your company says about itself but
what the company does”
Jeff Bezos. Amazon
The future of marketing and brands pass for INNOVATION
Brands, marketing and innovation are the drivers to create value.
“You can have the mos t innovative product in existence, but if the experience surrounding that product or service is flawed. T h e p r o d u c t b e c o m e s irrelevant”. Napkin Labs, Design Taxi.
“Be disruptive…
to make the World a
better place”
The future of marketing &
Brands is co-creation
“Be the change you want to see in the world” Gandhi
Questions
?
GRACIAS
