2. “That is how friendships begin: one
person reveals a moment of strangeness,
and the other person decides just to
listen and not exploit it.”
MEG WOLITZER
THE INTERESTINGS
18. Are we still doing
what we set out to do?
Solve problems for other human beings.
19.
20. It doesn’t matter to her that we’re building
the world’s most powerful jet engine. Or
that we’re using 3-D printing to make parts
lighter. What matters to her is that her
grandson is starring in a school play, and
the curtain rises at 3:00 sharp.”
“
21.
22.
23.
24. A little less about bullet points.
A little less business-to-business.
A little more human.
25. Driven by human needs.
(If the rules no longer serve
those needs, let’s change the rules.)
26. Willing to be vulnerable
and imperfect.
(To err is human.)
27. WE’RE SORRY.
A chicken restaurant without any
chicken. It’s not ideal. Huge apologies
to our customers, especially those
who travelled out of their way to find
we were closed. And endless thanks to
our KFC team members and our
franchise partners for working
tirelessly to improve the situation. It’s
been a hell of a week, but we’re
making progress, and every day more
and more fresh chicken is being
delivered to our restaurants. Thank
you for bearing with us.”
“
38. A mechanism to promote
mutual support for an
extended time period.
39. YOU
Believe in them.
Cheer them on.
Invest in them.
Advocate for them.
Teach them new things.
Want to see them succeed.
LOVED ONE
Believes in you.
Cheers you on.
Invests in you.
Advocates for you.
Teaches you new things.
Wants to see you succeed.
40. YOU
Believe in the brand.
Cheer the brand on.
Invest in the brand.
Advocate for the brand.
Teach the brand new things.
Want to see the brand succeed.
BRAND
Believes in you.
Cheers you on.
Invests in you.
Advocates for you.
Teaches you new things.
Wants to see you succeed.
41. A mechanism to promote
mutual support for an
extended time period.
44. Less likely to be
perceived
as a commodity.
BENEFIT OF BRAND LOVE IN B2B #1
45. Only 14% of
buyers perceive
a real difference
in B2B supplier
offerings.
FROM “FROM PROMOTION TO EMOTION,”
A STUDY CONDUCTED BY CEB
IN PARTNERSHIP WITH GOOGLE
51. In B2B, personal
value has twice the
impact of business
value across
consideration,
purchase,
premium payment
and advocacy. FROM “FROM PROMOTION TO EMOTION,”
A STUDY CONDUCTED BY CEB
IN PARTNERSHIP WITH GOOGLE
2x
52. 68% of B2B
buyers who see
personal value
will pay more
for a service.
FROM “FROM PROMOTION TO EMOTION,”
A STUDY CONDUCTED BY CEB
IN PARTNERSHIP WITH GOOGLE
57. “As brands respond to [changing customer
expectations], transformation takes time.
Brands that are loved benefit from greater
customer patience.”
KANTAR MILLWARD BROWN
FROM BRANDZ TOP 100 MOST VALUABLE
GLOBAL BRANDS REPORT, 2016
58. Time and space to
try new things,
take risks,
innovate
FROM JULIE ZHUO
59. “Apple looking into video of exploding
iPhone 7 Plus”
“iOS 11 will break a lot of very cool apps”
“High Sierra reportedly has a
password problem”
“Apple is investigating battery swelling
in iPhone 8 Plus”
“Face ID failed during iPhone X demo”
“iPhone X doesn’t work right in the cold”
“Apple delays HomePod speaker”
“Apple’s first TV show looks like a cry for help”
“Siri unaware women play
four quarters of basketball”
60. Record 4th quarter
revenue of $52.6B
Up 12% from Q4 2016
All-time high Services
revenue (iTunes, Apple
Music, App Store,
iCloud, Apple Pay)
63. “Brand love is great for
retaining customers,
but it doesn’t grow
brands.”
64. “Brand love is great for
retaining customers,
but it doesn’t grow
brands.”
65. 84% of B2B
decision makers
start the buying
process with a
referral.
FROM INFLUITIVE AND HEINZ MARKETNG,
“WHAT YOU SHOULD KNOW ABOUT B2B REFERRALS
(BUT PROBABLY DON’T)”
73. Razor-thin margins become
constant source of anxiety
Can negatively impact
product or service quality,
internal culture, customer
satisfaction
Easy to win on price
Clear differentiator that
doesn’t need a lot of
explanation
CHEAPEST BRAND
74.
75. Category disruption is very,
very difficult
Copycats can quickly catch
up or innovate beyond your
model (back to the
differentiation drawing
board)
Offer a new solution to
an old problem
Be so unique that you
have no peers to
compete with over bullet
points or price
DISRUPTOR
78. Clients form an emotional
attachment to salesperson,
not necessarily the brand.
When salesperson jumps
ship, the client may go
with them
Sales reps build
personal, one-on-one
relationships with clients
Create bonds that can’t
be easily broken by
competitors
STRONG SALES TEAM
84. “Good branding should always assert
the perfectability of all things…A good
brand is a door to what ought to be
from what is.”
JOAN KHOURY
CMO OF OPPENHEIMER & CO.
130. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.
131. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.
132. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.
133. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.
134. Our brand has a vision for a better world.
Our audiences see themselves in the brand’s vision.
Our vision is consistent.
We express our vision outside of what we sell.
We deserve the trust of clients and employees.
