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Brand building from
the inside out.
Mat Braddy
Founding CMO of JUST EAT
@matbraddy
2
The greatest thing a brand can achieve?
Consumers buying it on autopilot.
3
Pilot brain.
Autopilot brain.
Rational messages.
e.g. Promotions,
prices etc.
Short term action – a sale!
Emotional brand
...
The Golden Circle
Simon Sinek – TED talk ‘Start with the why’
Most beginners mistakenly start
with the ‘what’
Real demand is generated
when you start with the ‘why’
JE competitors always use ‘what’
ITS AN APP WITH YOUR
LOCAL TAKEAWAY ON IT
JUST EAT uses a ‘why’…
13
The mushy middle
Our category…
15
Rewrite the rules
16
Challenger brand aims
Why?
– We needed a marketing approach that yields high
growth momentum and punches hard against
larg...
How we did it…
Internal workshops – 4+ days – who are WE?
– What do we believe?
– What is our personality and tone of voic...
Driving belief
Cooking is
AWFUL
Product rock
Effortless and easy.
Unlike cooking.
Attitude/behaviour
A spirited
mischievou...
21
22
23
BBC One 10 O'clock News BBC One Show
25
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
M
ar-13
Apr-13
M
ay-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-1...
Takeaways
• Your mission: the FIRST thought in your category
• Humans function without thinking – rational
messages don’t ...
28
Merci!
Any questions? Tweet me!
@matbraddy
Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?
Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?
Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?
Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?
Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?
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Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?

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How to Empower your team, to empower your brand?

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Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?

  1. 1. Brand building from the inside out. Mat Braddy Founding CMO of JUST EAT @matbraddy
  2. 2. 2 The greatest thing a brand can achieve? Consumers buying it on autopilot.
  3. 3. 3
  4. 4. Pilot brain. Autopilot brain. Rational messages. e.g. Promotions, prices etc. Short term action – a sale! Emotional brand messaging Long term habit
  5. 5. The Golden Circle Simon Sinek – TED talk ‘Start with the why’
  6. 6. Most beginners mistakenly start with the ‘what’
  7. 7. Real demand is generated when you start with the ‘why’
  8. 8. JE competitors always use ‘what’ ITS AN APP WITH YOUR LOCAL TAKEAWAY ON IT
  9. 9. JUST EAT uses a ‘why’…
  10. 10. 13
  11. 11. The mushy middle
  12. 12. Our category… 15
  13. 13. Rewrite the rules 16
  14. 14. Challenger brand aims Why? – We needed a marketing approach that yields high growth momentum and punches hard against large, but boring, competitors with huge budgets Being a ‘Challenger’ means? – Become a light house; not all things to all people • This is not a focus group led process! – Changing the category decision making criteria in our favour – Overcommitting to ideas – Becoming the category thought leader 17
  15. 15. How we did it… Internal workshops – 4+ days – who are WE? – What do we believe? – What is our personality and tone of voice? – What is our philosophy around our product or service? – What is our RALLY CRY?? 18
  16. 16. Driving belief Cooking is AWFUL Product rock Effortless and easy. Unlike cooking. Attitude/behaviour A spirited mischievous rebel.
  17. 17. 21
  18. 18. 22
  19. 19. 23
  20. 20. BBC One 10 O'clock News BBC One Show
  21. 21. 25 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 M ar-13 Apr-13 M ay-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 M ar-14 JUST EAT Domino's £7.9m £3.2m It really does work…
  22. 22. Takeaways • Your mission: the FIRST thought in your category • Humans function without thinking – rational messages don’t build long term • ‘Why’ not ‘What’ strategy • Who are you? What is your passion as a team? • Use this to build your lighthouse • Overcommit & puncture the autopilot • DON’T BE SO BORING! 27
  23. 23. 28
  24. 24. Merci! Any questions? Tweet me! @matbraddy

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