Building Relentlessly Relevant Brands
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Scott Davis, Chief Growth Officer, discusses building relentlessly relevant brands through five core tenants: knowing and loving your brand's purpose, arming your communities, owning category clarity, driving continuous bold moves, and creating infinite remarkable experiences. When combined, these five tenants can help a brand achieve relentless relevance and enduring loyalty from consumers in today's changing marketplace. Davis uses examples from brands like Apple, Starbucks, Nike, and Disney to illustrate how they embody these principles.
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Building Relentlessly Relevant Brands
- 1. SCOTT DAVIS CHIEF GROWTH OFFICER Building Relentlessly Relevant Brands Re-Earning Loyalty Every Single Day
- 2. Smell like a Whopper: Burger King will sell cologne in Japan Associated Press, March 2015
- 3. Definitions of Relentless: Oppressively Constant Incessant Persistent Continuous Tenacious Unabating Non-Stop Never-Ending Unceasing Unwavering Unremitting Pertinacious
- 4. Leaders of relentlessly relevant brands think differently…
- 5. Prepared for Chicago AMA’s BrandSmart Conference 4Proprietary and confidential. Do not distribute.
- 6. Prepared for Chicago AMA’s BrandSmart Conference 5Proprietary and confidential. Do not distribute. Sources: The Verge Relevance is no longer a moment in time, and no brand can assume enduring loyalty
- 7. Prepared for Chicago AMA’s BrandSmart Conference 6Proprietary and confidential. Do not distribute. Every brand needs to think like a challenger
- 8. Prepared for Chicago AMA’s BrandSmart Conference 7Proprietary and confidential. Do not distribute. Awareness Driver Advertising (TV, print, online ads) Friends and family who volunteered their opinion Observing people use product/brand Research conducted online Friends & family from whom you sought out opinions Information at store or on-shelf Company's website Promotion/sponsorship from the company Sales material by company that came to you Product reviews by experts, peers Research conducted offline Sales material by company that you sought out Salesperson at point of sale Direct mail with special offer from company News media Email/text message with special offer from company Telemarketing with special offer from company Purchase Driver Friends & family from whom you sought out opinions Friends & family who volunteered their opinion Research conducted online Promotion/sponsorship from the company Product reviews by experts, peers Company's website Information at store or on-shelf Research conducted offline Observing people use product/brand Advertising by the company Sales material by company that you sought out Sales material by company that came to you Direct mail with special offer from company Salesperson at point of sale News media Email/text message with special offer from company Telemarketing with special offer from company Source: Prophet Consumer Research; Jack Morton : The Year of Experience Brands Most Least You no longer drive preference, your target consumer does… and define relevance as a result
- 9. Prepared for Chicago AMA’s BrandSmart Conference 8Proprietary and confidential. Do not distribute. 1 DIY Empowerment 2 Shared Economy 3 On-Demand Service Mentality 4 Knowledge Sourcing Communities 5 Winning Validation 6 Considerate Choices 7 Personalized Service There is a new generation of brands that are winning the relevance war through pervasive consumer participation and engagement. Old brands take heed!
- 10. Prepared for Chicago AMA’s BrandSmart Conference 9Proprietary and confidential. Do not distribute. This sounds great, Scott! But we think you’re full of it. What are consumers saying? Source: Prophet brand survey, n = 1000 I choose brands more for how they connect with my life than for being widely known and advertised.81% I’m more loyal to brands that continue to find new ways of being relevant in my life.80% I am more loyal to a brand that I can engage with on my own terms.72% My ability to interact with/help shape a brand is important when choosing what brand I buy.59%
- 11. Prepared for Chicago AMA’s BrandSmart Conference 10Proprietary and confidential. Do not distribute. So How Do You Define a Relentlessly Relevant Brand? 10 Relentlessly Relevant brands consistently inspire us and move us to action. They make smart, bold moves that amaze customers, push competitors out of consideration, and – at times – define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are. Relentlessly Relevant brands engage, surprise and connect. They delight, disrupt and deliver. They are restless. They push themselves to earn and re-earn customers’ loyalty – and they define and redefine what’s possible in their categories and in our world. Those companies that have built RELENTLESSLY RELEVANT brands generally have four common characteristics:
- 12. Prepared for Chicago AMA’s BrandSmart Conference 11Proprietary and confidential. Do not distribute. 11 Consumer Obsessed Distinctively Inspired Ruthlessly PragmaticPervasive Innovators
- 13. How the Best Brands Attain Relentless Relevance
- 14. Prepared for Chicago AMA’s BrandSmart Conference 13Proprietary and confidential. Do not distribute. There are five tenants core to driving relentless brand relevance Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences
- 15. Prepared for Chicago AMA’s BrandSmart Conference 14Proprietary and confidential. Do not distribute. Know what your purpose is and why you exist. Inspire employees and stakeholders and they will, in turn, inspire your customers Know and Love Your Purpose
- 16. Provide the democratization of technology Apple Provide a third refuge Starbucks Empower women to find their inner beauty Dove Provide unconditional personal service Zappos Provide magic moments Disney Provide affordable luxury IKEA Celebrate the athlete within each of us Nike Be irreverent, rule breakers, regardless of category Virgin Be unconventionally, fashionably affordable H&M
- 17. Become THE brand that defines the category. Be clear, intentional, and aggressive! Own Category Clarity
- 18. Prepared for Chicago AMA’s BrandSmart Conference 17Proprietary and confidential. Do not distribute. Leverage employees and loyal customers as allies. Give them a reason to love you and influence others to do the same. Arm Your Communities
- 19. Give customers what they want, through any channel, in ways that make them remember and talk about you in remarkable ways Create Infinite Remarkable Experiences
- 20. Drive a series of consistent moves to keep your brand fresh, relevant, inspired, and “in your customer’s face.” Drive a Continuous Stream of Bold Moves
- 21. Prepared for Chicago AMA’s BrandSmart Conference 20Proprietary and confidential. Do not distribute. When These Five Work Together Relentless Relevance Becomes The New Norm Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences
- 22. Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences When These Five Work Together Relentless Relevance Becomes The New Norm
- 23. Prepared for Chicago AMA’s BrandSmart Conference 22Proprietary and confidential. Do not distribute. Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences When These Five Work Together Relentless Relevance Becomes The New Norm
- 24. Prepared for Chicago AMA’s BrandSmart Conference 23Proprietary and confidential. Do not distribute. Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences When These Five Work Together Relentless Relevance Becomes The New Norm
- 25. Prepared for Chicago AMA’s BrandSmart Conference 24Proprietary and confidential. Do not distribute. Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences When These Five Work Together Relentless Relevance Becomes The New Norm
- 26. Prepared for Chicago AMA’s BrandSmart Conference 25Proprietary and confidential. Do not distribute. Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences When These Five Work Together Relentless Relevance Becomes The New Norm
- 27. Prepared for Chicago AMA’s BrandSmart Conference 26Proprietary and confidential. Do not distribute. Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences When These Five Work Together Relentless Relevance Becomes The New Norm
- 28. Prepared for Chicago AMA’s BrandSmart Conference 27Proprietary and confidential. Do not distribute. Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences When These Five Work Together Relentless Relevance Becomes The New Norm
- 29. Prepared for Chicago AMA’s BrandSmart Conference 28Proprietary and confidential. Do not distribute. Know and Love Your Purpose Arm Your Communities Own Category Clarity Drive a Continuous Stream of Bold Moves Create Infinite Remarkable Experiences When These Five Work Together Relentless Relevance Becomes The New Norm
- 30. Prepared for Chicago AMA’s BrandSmart Conference 29Proprietary and confidential. Do not distribute. 29 Not to be outdone by Burger King…
- 31. Prepared for Chicago AMA’s BrandSmart Conference 30Proprietary and confidential. Do not distribute. Scott Davis Chief Growth Officer sdavis@prophet.com @scottdavisshift @forbes.com/sites/scottdavis/ prophet.com
Hinweis der Redaktion
- Starbucks: Multiple experiments with coffee machines, fast expansion / contraction (circa 2007), delivery, Social Issues (Race Together, Ethos water acquisition), Premium (Clover Press Machine & Starbucks Reserve), new products, food, baked goods, machines, cold brew launch (this summer); loyalty program, popular culture (music / apple partnership), and more Last week, Starbucks launched an effort aimed at getting baristas and customers chatting about race-related issues in the U.S., and by the end of the week, the company pulled the plug on what many consider to have been a watered-down concept. From a cause marketing standpoint, though, the effort wasn’t without merit, experts say.
- T-Mobile: Launched a series of moves: No contracts, unlimited (data, voice, text), JUMP – Just Upgrade My Device, Switch Without a Hitch (we’ll buy you out from the handcuffs of your old carrier). Voice over wifi Disney: Constantly reinventing new properties franchises and experiences and bringing them to life in digital and physical form. 27% profit rise in 2013 due to the strength of releasing the Frozen franchise. Release of Disney’s MagicBand to control your “My Disney Experience” and move across the parks in new ways. Warby Parker: Created a model selling glasses for $95 a pair, a fraction of the price of other stylish eyewear brands. Buy a pair, give a pair social tie-in has donated more than a million glasses to people in need. Highest NPS in the industry with excellent customer service (Net Promoter Score has consistently been in the high 80s or low 90s since we launched). Has innovated around Guideshops, new ways to deliver a try-on experience (online and through free mail delivery), etc. Dell: In 2013, computer giant Dell struck a $24.4 billion leverage buyout deal after years of layoffs and declining business. As growth left the PC market with users switching more to tablets and mobile devices and intensity increased in enterprise solutions market with Dell losing share to HP and Lenova, it was not prepared for changing consumer needs. Dell slavisly kept to its success formula of doing no product development, leaving that to vendors Microsoft and Intel, as it focused on hardware manufacturing and supply chain excellence. As the market shifted from the technologies it knew Dell kept trying to cut costs and product prices, hoping that somehow people would be dissuaded from changing technologies.
- Every brand must think like a challenger– if Amazon isn’t disintermediating or going after your business, someone else is Fifty years ago, the life expectancy of a Fortune 500 firm was around 75 years. Today, it’s less than 15 years and declining all the time
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- Well I sort of just told you. Relentlessly Relevant brands: Remember from the starbucks and T Mobile examples versus MCD’s and the Gap—relentlessly beating the relevance drum, staying ahead of the curve and not be afraid of taking some risks Realize that relevance is no longer a moment in time Seek to earn loyalty every single day Constantly think about staying one step ahead of the competition—anyonce competing with Amazon Recognize complexity is inherent in our world and strive for category clarity leadership—Uber and Nest Seamlessly live in a digital world--everyone Realize that their “salesman of the year” is you—TripAdvisor, ZocDoc Embrace the fact that the most powerful brands are the ones that are co-created with customers RELENTLESSLY RELEVANT brands are anchored on four critical cornerstones.
- Google failed with glass, plus, igoogle but then has made successful ventures in docs, waze, hangouts, cloud, and enterprise solutions. Capital One conducts tens of thousands of experiments each year to improve the way it acquires customers, maximizes their lifetime value, and even terminates unprofitable ones. In doing so, Capital One has grown from a small division of Signet Bank to an independent company with a market capitalization of $44 billion. Fiat went from overcoming rep of poor quality and reliability—Millenial trend of simplifying life, emotional buy, distinctively unique—Driving Delight—connecting with customers on an emotional level; Italian driving experience, fun, flirtatious—est meaning behind the brand beyond the 500—crossover; difference between mini and fiat—only can design what is onbrand – mini you can make an ugly car—dealerships are called studios
- Amazon: To start, Amazon was a book seller, but Jeff Bezos looked at it as the first major online retailer – that was it’s purpose Amazon quickly became famous for it’s cheap and timely shipping, as well as the Kindle, and for putting brick and mortar stores like Borders out of business Amazon has created legions of followers from it’s excellent customer service, and it’s amazon prime memberships Amazon allows users to purchase from any device, and stream videos to most devices, they can ship anywhere and are happy to cater to customer needs Finally, amazon is not stopping, but innovating with new business acquisitions, closer ties to the android marketplace, and new online services
- Dove Dove has become a symbol for respecting personal beauty and the way think about our selves. The dove symbol stands for more than soap, but also for self esteem and inner beauty (See Video) Zappos Amazon is one of our top three companies from the opening list, however that would not be the case if it weren’t for their top notch customer experience that came from their purchase of online shoe retailer, Zappos. Zappos was a customer service firm first, and a shoe seller second. It just happened that selling shoes and apparel was their business, but their niche was customer service
- Dove Dove has become a symbol for respecting personal beauty and the way think about our selves. The dove symbol stands for more than soap, but also for self esteem and inner beauty (See Video) Zappos Amazon is one of our top three companies from the opening list, however that would not be the case if it weren’t for their top notch customer experience that came from their purchase of online shoe retailer, Zappos. Zappos was a customer service firm first, and a shoe seller second. It just happened that selling shoes and apparel was their business, but their niche was customer service
- Dollar Getting us to rethink the entire frame of reference and ridiculous price points of shaving HBO Continues to define what is possible in terms of content on line, off line and continues to forge conversations through their programming
- HD 65k orange aprons; do all of the heavy lifting for the brand; greatest gift they ever got was their own brand to sell HDX was number one Store brand/PL of 2013 USAA Their respect for their customers is only matched by how well they treat their employees as they are the RTB for veterans and their family—increased line of products and services, total trust—most admired, respected and top global brands in the world
- Burberry From losing money in 2006 and being 90% licensed out to becoming the number one British luxury brand again—middle age men trench coats are hard to find as millennials, through self expression, music, advocacy and fashion shifted their trajectory Cosmo $2B empty shell five years ago—distressed asset to the number one revpar on the strip—targeted the curious class—a new segment and created a series of experiences around them to keep win with them –unlike every other hotel in Vegas, their goal was to get new customers to come to Vegas and not steal share from others
- Dove Dove has become a symbol for respecting personal beauty and the way think about our selves. The dove symbol stands for more than soap, but also for self esteem and inner beauty (See Video) Zappos Amazon is one of our top three companies from the opening list, however that would not be the case if it weren’t for their top notch customer experience that came from their purchase of online shoe retailer, Zappos. Zappos was a customer service firm first, and a shoe seller second. It just happened that selling shoes and apparel was their business, but their niche was customer service
- McDonald's Launches the Big Mac Lifestyle Collection for Fans of Beefy, Cheesy Everything Wallpaper, bed sheets, clothes and more RELENTLESSLY RELEVANT brands are anchored on four critical cornerstones.