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Good afternoon,I’m from Brand ManualWE MAKE THEM TALK ABOUT YOU
Brand Manual is a branding& service designconsultancyWE MAKE THEM TALK ABOUT YOU
We help define thecompetitive advantage ofproducts and services.We call this branding.thebrandmanual.com
thebrandmanual.com
EstoniaWE MAKE THEM TALK ABOUT YOU
Hosts the NATO Cyber DefenceCentre and the EU IT AgencyInternet access is a human rightLowest public sector debt in Europe...
Leads CEE in terms of educationallevel99% of high school students arelearning EnglishOver 60% of the population isengaged ...
100% of schools and governmenthave broadband connection70% of homes have broadbandconnection110% mobile penetrationthebran...
98% of bank transfers aremade electronically92% of income tax declarations arefiled via the e-Tax Board1.2 million active ...
Worse weather than in Finlandthebrandmanual.com
Estonian consumersWE MAKE THEM TALK ABOUT YOU
The recession was the best thingthat ever happened to Estonia.thebrandmanual.com
Efficiency gains. But will they last?   2008               2012thebrandmanual.com
It helped focus consumers,companies and government.thebrandmanual.com
The recession has made peopleboth price and quality sensitive.Finally it is understood that youDO get WHAT you pay for.the...
Quality actually sells.thebrandmanual.com
Consumer confidence is picking up.Those that can afford to,are spending again.thebrandmanual.com
thebrandmanual.com
But consumers have changed.thebrandmanual.com
status                             me                     stuffthebrandmanual.com
values                             me                     stuff        societythebrandmanual.com
Corporate social responsibility isbecoming a real issue, instead ofjust a buzz word.thebrandmanual.com
Listening has                     never been easy.                     But now there are                     icebergs ahea...
PRODUCT     CONSUMER                  CONSUMER          “We tell you why you need it”thebrandmanual.com
PRODUCT     CONSUMER                  CONSUMER          “Thank you for your feedback”thebrandmanual.com
PRODUCT     CONSUMER                  CONSUMER  “Let’s be social (about the product)”thebrandmanual.com
PRODUCT     CONSUMER                       CONSUMER                     “Look what I bought”thebrandmanual.com
Social media requires a real plan.            Not just initiative.thebrandmanual.com
Half the population is on Facebook.If you screw up here, it will comeback to quote you.thebrandmanual.com
Marketers monitor and measureeverything. ROI is (French for) King.thebrandmanual.com
Implication to smart marketersthebrandmanual.com
Stop reacting.Customers actively preferreal value over cheap prices.thebrandmanual.com
Thank You!J.Margus Klaarjmk@thebrandmanual.comWE MAKE THEM TALK ABOUT YOU
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StratMark 2012 presentaion on consumers

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Presentation to the annual Idea day for the Finnish marketing community at Strat Mark 2012. The presentation focused on the consumer trends in Estonia and generally, with a short introduction of what Estonia is.

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StratMark 2012 presentaion on consumers

  1. 1. Good afternoon,I’m from Brand ManualWE MAKE THEM TALK ABOUT YOU
  2. 2. Brand Manual is a branding& service designconsultancyWE MAKE THEM TALK ABOUT YOU
  3. 3. We help define thecompetitive advantage ofproducts and services.We call this branding.thebrandmanual.com
  4. 4. thebrandmanual.com
  5. 5. EstoniaWE MAKE THEM TALK ABOUT YOU
  6. 6. Hosts the NATO Cyber DefenceCentre and the EU IT AgencyInternet access is a human rightLowest public sector debt in Europethebrandmanual.com
  7. 7. Leads CEE in terms of educationallevel99% of high school students arelearning EnglishOver 60% of the population isengaged in the services sectorthebrandmanual.com
  8. 8. 100% of schools and governmenthave broadband connection70% of homes have broadbandconnection110% mobile penetrationthebrandmanual.com
  9. 9. 98% of bank transfers aremade electronically92% of income tax declarations arefiled via the e-Tax Board1.2 million active ID cards(population: 1.4 million)thebrandmanual.com
  10. 10. Worse weather than in Finlandthebrandmanual.com
  11. 11. Estonian consumersWE MAKE THEM TALK ABOUT YOU
  12. 12. The recession was the best thingthat ever happened to Estonia.thebrandmanual.com
  13. 13. Efficiency gains. But will they last? 2008 2012thebrandmanual.com
  14. 14. It helped focus consumers,companies and government.thebrandmanual.com
  15. 15. The recession has made peopleboth price and quality sensitive.Finally it is understood that youDO get WHAT you pay for.thebrandmanual.com
  16. 16. Quality actually sells.thebrandmanual.com
  17. 17. Consumer confidence is picking up.Those that can afford to,are spending again.thebrandmanual.com
  18. 18. thebrandmanual.com
  19. 19. But consumers have changed.thebrandmanual.com
  20. 20. status me stuffthebrandmanual.com
  21. 21. values me stuff societythebrandmanual.com
  22. 22. Corporate social responsibility isbecoming a real issue, instead ofjust a buzz word.thebrandmanual.com
  23. 23. Listening has never been easy. But now there are icebergs ahead.thebrandmanual.com
  24. 24. PRODUCT CONSUMER CONSUMER “We tell you why you need it”thebrandmanual.com
  25. 25. PRODUCT CONSUMER CONSUMER “Thank you for your feedback”thebrandmanual.com
  26. 26. PRODUCT CONSUMER CONSUMER “Let’s be social (about the product)”thebrandmanual.com
  27. 27. PRODUCT CONSUMER CONSUMER “Look what I bought”thebrandmanual.com
  28. 28. Social media requires a real plan. Not just initiative.thebrandmanual.com
  29. 29. Half the population is on Facebook.If you screw up here, it will comeback to quote you.thebrandmanual.com
  30. 30. Marketers monitor and measureeverything. ROI is (French for) King.thebrandmanual.com
  31. 31. Implication to smart marketersthebrandmanual.com
  32. 32. Stop reacting.Customers actively preferreal value over cheap prices.thebrandmanual.com
  33. 33. Thank You!J.Margus Klaarjmk@thebrandmanual.comWE MAKE THEM TALK ABOUT YOU

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