Experience is the Brand (How to Build a Brand Worth Talking About)
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Asia Tech Podcast http://www.ATP.show Asia Tech Research http://www.AsiaTechResearch.com We are in the business of selling emotions not stuff. Stuff is cheap and easy to copy. Emotion, however is a priceless, individual, unique experience. In this presentation, I explain why the future of marketing lies in creating powerful EXPERIENCES that customers can share and conversations that define our brands. There is also a link in this presentation telling you how to get the PDF file.
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Experience is the Brand (How to Build a Brand Worth Talking About)
- 2. Build a Brand Worth Talking About GRAHAMDBROWN
- 3. what’s inside? 1. marke2ng truths 2. decoding brand DNA 3. how brand happens 4. goodbye Ogilvy 5. hello Brand Experience 6. access case studies GRAHAMDBROWN.COM
- 4. experience is the brand 1. marke2ng truths 2. decoding brand DNA 3. how brand happens 4. goodbye Ogilvy 5. hello Brand Experience 6. access the case studies GRAHAMDBROWN.COM
- 5. people don’t buy stuff… product GRAHAMDBROWN.COM “Stuff” -‐ the physical, tangible nature and features of your product
- 6. social
- 7. connection
- 8. shared
- 9. experience
- 10. feeling they buy what stuff does for them product GRAHAMDBROWN.COM
- 11. Get this EXPERIENCE IS THE BRAND PDF Presentation FREE… …when you order my BRAND LEADERSHIP MANUAL www.GrahamDBrown.com/manual-bonus-exp NOTE: EXCLUSIVE SLIDESHARE OFFER (you won’t find this on my site) click here
- 12. experience is the brand in adver2sing parlance, this is called “selling the benefit of the benefit” GRAHAMDBROWN.COM
- 13. people buy on emotion and justify with logic GRAHAMDBROWN.COM There is a big difference between what people say they do and why they do it
- 14. Brand Experience: Build a Brand Worth Talking About Join 2,300 marketers at the Brand Experience Academy get access my latest Case Studies, Presentations and Webinar Videos FREE
- 15. experience is the brand we are in the business of selling emotions not stuff GRAHAMDBROWN.COM
- 16. 78% of millennials would rather spend money on EXPERIENCES not THINGS GRAHAMDBROWN.COM
- 17. experience is the brand …and the most powerful experience is the feeling of belonging… GRAHAMDBROWN.COM
- 18. GRAHAMDBROWN.COM Share the love don’t forget to hit the LIKE button so other Slideshare users can discover this too
- 19. we are social by design GRAHAMDBROWN.COM
- 21. we fear loneliness GRAHAMDBROWN.COM In some cases, the fear of missing out can be more powerful than the will to live
- 22. we don’t want coffee we want “the 3rd place” GRAHAMDBROWN.COM of course, Starbucks doesn’t sell coffee… you can get it cheaper and faster at McDonalds
- 23. we don’t want cheap shoes we want the best service GRAHAMDBROWN.COM Zappos isn’t the cheapest but 75% of its business is repeat customers
- 24. we don’t want cheap flights we want to feel human GRAHAMDBROWN.COM We choose SouthWest Airlines over cheaper operators because they won’t treat us like s**t
- 25. we don’t want cheap accommodation we want to get to know the locals GRAHAMDBROWN.COM We choose Airbnb and Couchsurfing because we crave the human experience
- 26. experience is the brand we value the experience more than the brand or the product GRAHAMDBROWN.COM
- 27. what you make for them content GRAHAMDBROWN.COM
- 28. Context:
- 29. The
- 30. Experience what you mean to them content GRAHAMDBROWN.COM
- 31. so… how do you create… …context? GRAHAMDBROWN.COM
- 32. more on feeling focus less on “positioning” GRAHAMDBROWN.COM We need to move from the 20C self -‐centered model of positioning / “top of mind”
- 33. they will soon forget what your brand said but they’ll always remember how you made them FEEL www.GrahamDBrown.com flickr © instantvantage
- 34. Experience is the Brand GRAHAMDBROWN.COM That’s all they will remember, that’s all they will share
- 35. experience is the brand let’s look inside Brand Experience… at the 3 core elements of BRAND DNA GRAHAMDBROWN.COM
- 36. experience is the brand 1. marke2ng truths 2. decoding brand DNA 3. how brand happens 4. goodbye Ogilvy 5. hello Brand Experience 6. access the case studies GRAHAMDBROWN.COM
- 37. PEOPLE METRICS 85% of brand happens in daily interac2on (tweets, status updates, content shares, conversations between customers, between customers and employees) PEOPLE CULTUREMETRICS Brand Experience CULTURE Brand= People + Culture + Metrics GRAHAMDBROWN.COM
- 38. experience is the brand so here’s the hard part for traditional marketers… GRAHAMDBROWN.COM
- 39. you can spend millions on ad campaigns…. GRAHAMDBROWN.COM
- 40. …all bets are off …but as soon as your customer interacts with your frontline staff GRAHAMDBROWN.COM
- 41. experience is the brand branding brand experience GRAHAMDBROWN.COM
- 42. experience is the brand branding brand experience GRAHAMDBROWN.COM
- 43. you can’t build a positive brand experience spending $millions on your ad agency …and cents on your people GRAHAMDBROWN.COM
- 44. experience is the brand brand starts in the recruitment process… your people are your brand GRAHAMDBROWN.COM
- 45. your first fans are… your own people GRAHAMDBROWN.COM that’s right, these people now have more power to shape your brand experience than the ad agency
- 46. experience is the brand brand starts inside your company with your company culture… GRAHAMDBROWN.COM
- 47. www.GrahamDBrown.com “for organizations, culture is destiny” Tony Hsieh, CEO Zappos GRAHAMDBROWN.COM
- 48. toxic cultures produce toxic brands GRAHAMDBROWN.COM
- 49. experience is the brand we need to stop looking outside our companies for answers… GRAHAMDBROWN.COM
- 50. you can’t advertise your way out of the problem
- 51. Advertising is a TAX on boring brands www.GrahamDBrown.com flickr © strevs
- 52. no more hiding behind the ad agency GRAHAMDBROWN.COM
- 53. experience is the brand brand is not a strategy… it’s who you are GRAHAMDBROWN.COM
- 54. In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. – Howard Schultz, CEO Starbucks GRAHAMDBROWN.COM
- 55. experience is the brand 1. marke2ng truths 2. decoding brand DNA 3. how brand happens 4. goodbye Ogilvy 5. hello Brand Experience 6. access the case studies GRAHAMDBROWN.COM
- 56. experience is the brand old school BRANDING: manufactured brand narratives don’t work anymore GRAHAMDBROWN.COM
- 57. People don’t wake up thinking about BRANDS anymore... www.GrahamDBrown.com flickr © commonbond
- 58. We can no longer control and manage the brand conversation like we used to... CONTROL MANAGE www.GrahamDBrown.com flickr © posterboynyc
- 59. experience is the brand we need to move from viewing customers as destinations for our marke2ng messages… GRAHAMDBROWN.COM
- 60. experience is the brand to trea2ng them as partners in its produc2on… GRAHAMDBROWN.COM
- 61. customers look at your marketing and ask… “where am I in this story?” GRAHAMDBROWN.COM
- 62. every customer has a story to tell every story builds your brand GRAHAMDBROWN.COM
- 63. every kid with a laptop is a factory GRAHAMDBROWN.COM
- 64. every smartphone is an ad agency GRAHAMDBROWN.COM
- 65. experience is the brand welcome to the world of the unofficial brand narrative GRAHAMDBROWN.COM
- 66. what the ad agency does official
- 67. brand
- 70. unofficial
- 71. customer
- 74. Brand Experience: Build a Brand Worth Talking About Join 2,300 marketers at the Brand Experience Academy get access my latest Case Studies, Presentations and Webinar Videos FREE
- 75. dialog is out there… whether you like it or not GRAHAMDBROWN.COM
- 76. GRAHAMDBROWN.COM Buzzsumo search results “McDonalds”…
- 77. experience is the brand …a world where what the customer says about your brand becomes how others experience it GRAHAMDBROWN.COM
- 78. your brand is as good… …as the last conversation ? GRAHAMDBROWN.COM
- 79. Your brand is what people say about you when you’re not in the room - Jeff Bezos, CEO Amazon GRAHAMDBROWN.COM
- 80. brands are no more than the stories we tell GRAHAMDBROWN.COM What customers say is your brand… is your brand
- 81. experience is the brand the good news is that you can win by letting go… GRAHAMDBROWN.COM
- 82. GRAHAMDBROWN.COM70 19 million photos tagged #Starbucks on Instagram!!! GRAHAMDBROWN.COM
- 83. experience is the brand 1. marke2ng truths 2. decoding brand DNA 3. how brand happens 4. goodbye Ogilvy 5. hello Brand Experience 6. access the case studies GRAHAMDBROWN.COM
- 84. so, say goodbye to the last century GRAHAMDBROWN.COM We need to stop hanging on to ideas that worked for a different era
- 85. The days of ARE OVERwinning awards and Tony the Tiger Sorry guys! GRAHAMDBROWN.COM
- 86. say goodbye to awareness GRAHAMDBROWN.COM
- 87. and fussing about Super Bowl ads Just look at the fate of the Super Bowl’s biggest advertiser…
- 88. and big ideas… GRAHAMDBROWN.COM No more monolithic narratives in this pluralistic media landscape
- 89. and brand management… GRAHAMDBROWN.COM Our role isn’t to police and protect the brand but to make it as shareable as possible
- 90. say goodbye to gimmicks GRAHAMDBROWN.COM
- 92. GRAHAMDBROWN.COM because this is not your brand Brand doesn’t start or end in the creative agency pitch
- 93. …this is not your brand GRAHAMDBROWN.COM Brands aren’t made in celebrity endorsements… that’s so 1989
- 94. GRAHAMDBROWN.COM …this is not your brand
- 95. experience is the brand say goodbye to FAKE GRAHAMDBROWN.COM
- 96. GRAHAMDBROWN.COM
- 97. GRAHAMDBROWN.COM If you want to create LOVE you can’t fake it with a campaign, it starts with your people
- 98. experience is the brand 1. marke2ng truths 2. decoding brand DNA 3. how brand happens 4. goodbye Ogilvy 5. hello Brand Experience 6. access the case studies GRAHAMDBROWN.COM
- 99. experience is the brand …and welcome to the real world… of brand experience GRAHAMDBROWN.COM
- 100. hello to people not consumers… GRAHAMDBROWN.COM If we want to engage them, let’s start calling them what they are -‐ people not consumers
- 103. “It's better to have 100 people love you than to have 1,000,000 people like you.” - Brian Chesky, CEO Airbnb GRAHAMDBROWN.COM
- 104. hello to conversations… GRAHAMDBROWN.COM Because this is where your brand happens… in conversations not campaigns
- 105. frontlines GRAHAMDBROWN.COM …and here where the rubber of your experience meets the road
- 106. www.GrahamDBrown.com flickr © ambriola small touches that make a big difference …and here, where the attitude of your people can make or break your brand
- 108. empathy
- 109. social space… GRAHAMDBROWN.COM create a place for people to belong, a space where you can join the dots…
- 110. unofficial
- 111. customer
- 112. stories …and joining the dots GRAHAMDBROWN.COM
- 113. interrupting START connecting www.GrahamDBrown.com flickr © rafaelchacon
- 114. start embracing the unofficial GRAHAMDBROWN.COM because we are no longer in control….
- 119. www.GrahamDBrown.com flickr © zoetnet because experience is only real …when shared
- 120. experience is the brand never forget… when it comes to marketing in the 21st century…. GRAHAMDBROWN.COM
- 123. THANK YOU…
- 124. GRAHAMDBROWN.COM Share the love don’t forget to hit the LIKE button so other Slideshare users can discover this too
- 125. experience is the brand 1. marke2ng truths 2. decoding brand DNA 3. how brand happens 4. goodbye Ogilvy 5. hello Brand Experience 6. access the case studies GRAHAMDBROWN.COM
- 126. how do they do it? GRAHAMDBROWN.COM
- 128. Brand Experience: Build a Brand Worth Talking About Join 2,300 marketers at the Brand Experience Academy get access my latest Case Studies, Presentations and Webinar Videos FREE
- 129. Get this EXPERIENCE IS THE BRAND PDF Presentation FREE… …when you order my BRAND LEADERSHIP MANUAL www.GrahamDBrown.com/manual-bonus-exp NOTE: EXCLUSIVE SLIDESHARE OFFER (you won’t find this on my site) click here