The Future of a Brand

@joannalordwww.BigDoor.com

SEL Summit, 2014

Joanna LordCMO

BigDoor

WHAT MAKES A BRAND?

Things have changed.

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.

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.

BRAND = “BRAND”What your prospect thinks of when he or she hears your brand name. All the things:

product, company, team, community, marketing, voice, affinity identity. More powerful

than ever is seeding loyalty and community.

19TH CENTURY 20TH CENTURY 21ST CENTURY

What makes a brand today?

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.

Top Brands of Today

Top Brands of Today : Nike

Top Brands of Today : Google

So how do they do it?

It’s time to rethink the responsibility of the brand.

Present a value exchange beyond the product. #1

Create intelligent connections. #2

Are agile.#3

Empowers consumers & build a brand with them. #4

Empowers the consumer & build a brand with them.

“It’s all about “Permission Marketing.” Which is shorthand for understanding the

boundaries for 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

Understands loyalty matters & goes both ways. #5

Understand loyalty matters & goes both ways.

Choice is changing.

“The two key drivers of brand value are choice (role of brand) and loyalty (brand strength). Both are

significantly affected by the post-digital world. Purchase decisions are becoming more fluid, better informed,

and dynamic. There is always someone a “step ahead” of you, and easy access to other user experiences and long-term opinions affects the assumptions of loyalty.

Both of these trends provide significant opportunities for marketers, and brand experience holds the key to

maximizing the opportunities.

- Harvard Business Review

The biggest brands of tomorrow get this.

The biggest brands of tomorrow get this.

And they are set up to succeed.

Is your brand set up to stand out?

It’s not what you promise. It’s what you deliver.

thank you for listening to me ramble.questions? lets hear ‘em or tweet me at @joannalord

Joanna Lord, CMO of BigDoor@joannalordwww.BigDoor.com