Porch VP Marketing, Joanna Lord discusses what the best brands in the world are doing to help them leap ahead of competition and stay relevant in today's noise ecosystem. Visit: http://tractionconf.io

1. The Future of a Brand
Adapt or Die:
@joannalord
VP of Marketing
Porch

2. things have changed.

3. things have changed.
429 of the original
Fortune 500 companies
[1955] are no longer in
business today.
adapt or die.

4. 19th Century
BRAND = “TRADEMARK”
The first definition of “brand” is
the name given to a product or
service from a specific source.
Traditionally the logo, colors,
and possibly voice of brand.
Brand identity at it’s purest.
20th Century
BRAND = “THE BRAND”
The intangible sum of a product’s
attributes. Marketers realized that they
could create a specific perception in
customers’ minds concerning the
qualities and attributes of each non-
generic product or service.
21th Century
BRAND = “BRAND”
What your prospect thinks of when he
or she hears your brand name. All the
things: product, com pay, team,
community, marketing, voice, affinity
identity. More powerful that ever is
seeing loyalty and community.
the evolution of a brand

5. Over 150M projects uploaded.
Over 3M professionals.
Over 1M homeowners.
In 1,700 Lowe’s nationwide.
Data coverage on over 99% of the U.S. homes.
Over 200,000 person community.
Over 1.5M monthly visitors to Porch.
Over 100M in fundraising.
Over 500 employees.
Over 1B dollars in projects done.
Only a year and a half old.

6. what makes a great brand?

7. pillars of a great brand
product team community+ +

8. but what makes a brand
really stand out?

10. Driven by ever more demanding customers,
pushed by emerging market competitors,
and inspired by companies like Apple, many
businesses are re-discovering the power of
creativity and design, increasing investment
in innovation, and trying to better
understand how brands drive their
business.”
!
-Millward & Brown
“

11. so how do they do it?

12. it’s time to rethink the responsibility of a brand.
[reframe]

13. present a value exchange beyond the product.

18. create a rally point worthy of their time.

19. simplify, grow, everyday
give people the power
to share
make the world
your home
be less busy

20. why do you wake up
every morning?
the world wants
more of that.
simplify, grow, everyday
give people the power
to share
make the world
your home
be less busy

21. why do you wake up
every morning?
the world wants
more of that.

22. Every day we run up the stairs and we
ask ourselves “how can I help a
homeowner love their home” or
“how can I put the professional in a
better place.”

23. empower your consumers.

24. It’s all about permission marketing. Which is
shorthand for understanding the boundaries from
brands in a world where customers are in control. We
believe the next step along this curve will be the
notion of digital permission: the granting of rights
by customers within the digital world.!
!
- Seth Godin
“

30. let’s bring this full circle
things have changed.

31. You must do it better than it’s !
ever been done before.

32. thank you.
Questions? ping me.
i love talking about this stuff.
@joannalord
joanna@porch.com