1

Get Out Of Your Own Head

How arrogance (not technology) is creating bad branding,

marketing, and PR strategies

Alma Derricks & Lee GaitherPRCA U: New Thinking in an Old School

April 12, 2010

lee gaither

3

alma derricks

5

Introduction

Me, Myself & I

Inside Out vs. Outside In

Technology Doesn’t Kill People…BREAK ~ 9:15A

Case Study 1: Moving Forward

Case Study 2: Crouching Tiger

Q&A

Closing thoughtsRECESS ~ 1145A

Today

iMe

RESEARCH

Know More Than Thyself

• Diversity: opinions, perspective, experiences, expectations

• Demographics vs. psychographics

• Brands ≠ democracy

• Bring your brain: opinions, instincts, common sense

intend

promise

deliver

product

think

say

do

company

expect

hear

feel

consumer

inner

action

meaning

thinking = saying = doing

PRODUCT

SALES

MARCOM

COMMUNITYAFFAIRS

CORPORATE

FINANCE

OPERATIONS

MARKETING

logo

packaging

TV/radio commercials

namebusiness cards

BUSINESSSTRATEGY

BRANDcustomer service

signage

blogs

website

love/hate sitesAmazon.com

retail stores

uniforms

target marketshuman resources

investor relations

media relations

philanthropy

compensation

billboards

PRprint ads

features

pricing

stock pricegrowth strategysocial consciousness

Google

warranty

return policy

app Facebook Twitter

• Stock market value - book value = “goodwill”– brands account for over 33% of shareholder value

• Intangible value drives business value– influences choices of customers, employees, investors– average corporate life span grows from 25 to 60 years– strong brands routinely outperform the market (e.g.

sales, irrational pricing & margins)

• Brand competition drives innovation– pressure to improve and evolve– Increased social accountability

• Branding focuses the organization– efficient use of resources– increased employee morale and focus

Good Branding = Good Business

Inside Out…

• Corporate priorities

• Financial goals

• Capabilities & qualifications

• Competitive advantage

• Operations & management

• “One way” marketplace messages

• Talking

…Outside In

• Customer priorities and expectations

• Customer service

• Keeping promises

• Consistency

• “Two-way” conversations

• Listening

Technology doesn’t kill people…

• Surviving in a 24x7, immediate, global, fragmented, demanding marketplace

• Branding fundamentals still rule

• Empowered consumers

• Transparent companies

• Accelerating & eroding the life span of brands

• Real World = Platform

18

:15 break

• America's oldest registered distillery -established 1866

• Distillery located in Lynchburg (pop. 361), Tennessee

• Unique distilling process -distilled whiskey is charcoal mellowed drop by drop before aging

• America’s top-selling premium distilled spirit

• Most popular American spirit in the world

• Acquired by Brown-Forman in 1956

• heritage

• tradition

• history

• quality

• lifelong customer relationships

• global reach

• entrepreneurial zeal

• long-term, 100 year perspective

“At Brown-Forman, our brand of business is as much about the past as the future.”

21

soccer moms

22

seniors

23

models

24

office workers

25

golfers

26

27

We have a tendency for mechanical failure in accelerator pedals… We are not protecting our customers by keeping this quiet. The time to hide on this one is over. We need to come clean.

IRV MILLER

FORMER VP, ENVIRONMENTAL & PUBLIC AFFAIRSJANUARY 17, 2010

Toyota: Perspectives

29

Toyota: Discussion Questions

• Start with a specific perspective– Toyota Corporate– Lynch Toyota of Auburn– US Department of Transportation

• Identify top three issues/challenges

• Create a compelling message– brand strategy– marketing strategy– public relations strategy

• Select and prioritize your key touchpoints– high tech– low tech

30

Tiger, I am more prone to be inquisitive, to promote discussion. I want to find out what your thinking was. I want to find out what your feelings are. Did you learn anything?

Tiger: Perspectives

33

Case Study :: Questions

• Start with a specific perspective– Tiger Woods Inc.– Nike– Professional Golfer’s Association (PGA)

• Identify top three issues/challenges

• Create a compelling message– brand strategy– marketing strategy– public relations strategy

• Select and prioritize your key touchpoints– high tech– low tech

Q&A

RESEARCHdid we mention…

#1 Just say no to “iMe”

#2 Cultivate an outside-in perspective

#3 Coordinate business + brand strategy

#4 The new marketplace is two-way

#5 Bring your brain, instincts, opinions

#6 Don’t let technology drive business and branding decisions

#7 Practice, practice, practice

#8 Go boldly

Getting Out Of Your Head

37

Get Out Of Your Own Head

How arrogance (not technology) is creating bad branding,

marketing, and PR strategies

Alma Derricksalma@rev.la

Lee Gaitherlee@basilst.com