Presentation by Scot McKee, Managing Director of Birddog, to the DSM Animal Nutrition and Health Leadership Team on 'Journey Brands' (Milan, June 2016).
13. B2B is a little more complex:
• Technology has changed market development
• Speed to market means success, or failure
• Products are being commoditised, cloned, faked
• Platforms and channels have changed
• Communications have been democratised
• Audiences have moved
• The only thing separating you from the wolves is…
WHAT’S B2B MARKETING?
23. The old/traditional product brand lifecycle is about
managing decline, erosion, cost, churn…
€
Revenue
Time
JOURNEY BRANDS
24. Investment is made on the downhill slide – on
defence, extending lifecycle, price cutting…
€
Revenue
Time
JOURNEY BRANDS
25. That’s what the company cares about.
€
Revenue
Time
JOURNEY BRANDS
26. But the customer doesn’t give a shit about
any of that.
€
Revenue
Time
JOURNEY BRANDS
27. It’s not the product that reaches across extended
value chains, it’s the product experience.
Time
Brand
Experience
JOURNEY BRANDS
28. We rarely talk function. We talk about outcomes –
the experience with a product. ‘The Journey’.
Time
Brand
Experience
JOURNEY BRANDS
29. In a connected world, the customer only cares
about Journey Brands.
Time
Brand
Experience
JOURNEY BRANDS
30. Audiences no longer rely on you. They trust social
communities for more authentic experiences.
Time
Brand
Experience
JOURNEY BRANDS
31. A good product is not enough. You need to
manage/enhance the experience. Or be excluded.
Time
Brand
Experience
JOURNEY BRANDS
32. How are you going to
make me feel good about
the journey I’m on
with your product?
JOURNEY BRANDS
33. If the old model is about managing decline,
erosion, cost, and churn,
€
Revenue
Time
JOURNEY BRANDS
34. Journey Brands are about value exchange, growth,
loyalty, trust, advocacy, reputation, relationship…
the experience.
Time
Brand
Experience
JOURNEY BRANDS
35. So where does the journey happen?
Time
Brand
Experience
JOURNEY BRANDS