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This is Part 1/3
of a trend
series for 2015
available on
www.GrahamDBrown.com
created by
Graham D Brown
www.GrahamDBrown.com
what’s inside
part 1?
1. brand experience
2. liked vs loved
3. the connection
economy
4. attention is...
Let’s take a
look inside
the head of
your
customer in
2015
www.GrahamDBrown.com
start here
she sees
170,000
marketing messages
by her 17th birthday
www.GrahamDBrown.com flickr © jonathan-grado
this is a problem!
she lives in a world of noise
www.GrahamDBrown.com flickr © joaolavinha
www.GrahamDBrown.com
www.GrahamDBrown.com
she
doesn’t
need
more
marketing
www.GrahamDBrown.com
Google search “how to unsubscribe”
I’m a customer, get me out of
here!
www.GrahamDBrown.com
her
awareness
means
nothing
www.GrahamDBrown.com
when was the last time
she bought a Cadillac?
so much for being aware of the brand!
www.GrahamDBrown.com
her
attention
means
everything
her brain gates out
95%
of the information
www.GrahamDBrown.com flickr © helgabj
Wait a minute,
While I have your
attention...
www.GrahamDBrown.com
Thanks for checking out
my presentation so far...
Don’t forget to
LIKE & SHARE
Check out how you can
get my FREE download ...
www.GrahamDBrown.com
Learn the secrets of
how to create
exceptional Brand
Experience without
being Steve Jobs!
CLICK HERE ...
OK, I hope you clicked
that LIKE button to help
spread the Brand
Experience message!
Let’s continue...
www.GrahamDBrown.com
In marketing today...
ATTENTION
is
your
biggest
COST
www.GrahamDBrown.com flickr © helgabj
www.GrahamDBrown.com
the best place to bury a
dead body these days
is in the 2nd page of Google
search results
when was th...
So, the
question
we need
to be
asking
is...
www.GrahamDBrown.com
what makes your brand any different?
www.GrahamDBrown.com flickr © evadedave
www.GrahamDBrown.com
how do they do it?
www.GrahamDBrown.com
how do they lead
their industries in
with world-class
brand experience?
www.GrahamDBrown.com
So here are the 15
biggest trends in Brand
Experience in 2015
driven by these leaders:
www.GrahamDBrown.com
#1 Brand Experience
...the 1st trend
www.GrahamDBrown.com
Your brand is
what people say
about you when
you’re not in the
room
- Jeff Bezos,
CEO Amazon
www.GrahamDBrown.com
branding
brand
experience
...because experience
is the brand
I’ll use this format for every trend so ...
Brands are no more
than the stories we tell
www.GrahamDBrown.com flickr © mugraha
Experience is only real...
when shared
www.GrahamDBrown.com flickr © zoetnet
www.GrahamDBrown.com
#2 Liked vs Loved
“The Zune was
crappy because the
people at Microsoft
don’t really love
music or art the
way we do. We won
because we
perso...
www.GrahamDBrown.com
www.GrahamDBrown.com
Learn the secrets of
how to create
exceptional Brand
Experience without
being Steve Jobs!
CLICK HERE ...
www.GrahamDBrown.com
love
[luhv]
noun
a feeling of warm personal
attachment or deep affection,
as for a parent, child, or
...
because people buy on emotion
and justify with logic
www.GrahamDBrown.com flickr © micadew
this is what it’s all about!
if customers
LIKE you
you might as well
be
INVISIBLE
www.GrahamDBrown.com flickr © thejameskendall
www.GrahamDBrown.com
like love
if customers like you be
afraid, be very afraid
1000 people Liking your brand on Facebook
<...
people only
recommend
brands they
www.GrahamDBrown.com flickr © tanj
www.GrahamDBrown.com
#3 The Connection
Economy
“the connection
economy rewards
the leader, the
initiator and the
rebel”
Seth Godin, author
www.GrahamDBrown.com
the media
advertising
complex
the
connection
economy
what people share
= your brand
www.GrahamDBrown.com
now we are all connected...
flickr © frauhoelle
www.GrahamDBrown.com
www.GrahamDBrown.com
#4 Attention is Your
Biggest Cost
People don’t wake up
thinking about BRANDS
anymore...
www.GrahamDBrown.com flickr © commonbond
www.GrahamDBrown.com
at·ten·tion
[əˈten(t)SH(ə)n/]
noun
notice taken of someone or
something; the regarding of
someone or ...
http://www.google.com/trends/explore#q=gangnam%20style
Google Search Trends:
“Gangnam Style”
www.GrahamDBrown.com
Awarenes...
www.GrahamDBrown.com
Not a strategy to build a brand long term
www.GrahamDBrown.com
awareness attention
Pay Attention: 95% of marketing in
the Connection Economy is wasted
because marke...
www.GrahamDBrown.com
tell her what’s noise and what’s signal
help her make sense of all the noise
www.GrahamDBrown.com
tell her what’s noise and what’s signal
we’re only interested when it’s about us...
www.GrahamDBrown.com
after all, who’s profile do
we look at the most?
...our own of course
every customer looks at your marketing and asks
“where am I in this story?”
www.GrahamDBrown.com flickr © lcrf
www.GrahamDBrown.com
#5 End of The Big
Idea
The days of
ARE OVERwinning awards
and Tony the Tiger
www.GrahamDBrown.com
Sorry guys!
www.GrahamDBrown.com
the big idea
noun
An attempt to communicate a
brand, product, or concept to
the general public, by
cr...
www.GrahamDBrown.com
one
Big
Idea
many
small
actions
Don’t forget that David Ogilvy, Mad
Men and the Pepsi Generation
were...
Advertising
is a
TAX
on boring
brands
www.GrahamDBrown.com flickr © strevs
www.GrahamDBrown.com
the ad agency model is so
old fashioned it still uses
Roman Numerals
...and why
don’t ad
agencies
adv...
experience is….the small moments we
touch their daily lives
www.GrahamDBrown.com flickr © ambriola
now, get ready for
My FREE DOWNLOAD
http://www.grahamdbrown.com/download-
1
2015 is the year for
Brand Leadership
www.GrahamDBrown.com
Find out how brand
leadership can help
you create exceptional
b...
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(Part 1) 15 Brand Experience Trends for 2015 by Graham D Brown

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What are the key trends in Brand Experience for 2015? How are brands like Zappos, Southwest Airlines, Apple, Monster, LEGO and Yelp redefining how customers engage with brands in 2015? LIKE and SHARE this presentation. Don't forget to get the 75 page PDF download http://www.grahamdbrown.com/download-1

Publicado en: Marketing

(Part 1) 15 Brand Experience Trends for 2015 by Graham D Brown

  1. BRAND EXPERIENCE TRENDS 2015 15 www.GrahamDBrown.com PART 1
  2. This is Part 1/3 of a trend series for 2015 available on www.GrahamDBrown.com created by Graham D Brown
  3. www.GrahamDBrown.com what’s inside part 1? 1. brand experience 2. liked vs loved 3. the connection economy 4. attention is your biggest cost 5. end of the Big Idea
  4. Let’s take a look inside the head of your customer in 2015 www.GrahamDBrown.com start here
  5. she sees 170,000 marketing messages by her 17th birthday www.GrahamDBrown.com flickr © jonathan-grado this is a problem!
  6. she lives in a world of noise www.GrahamDBrown.com flickr © joaolavinha
  7. www.GrahamDBrown.com
  8. www.GrahamDBrown.com she doesn’t need more marketing
  9. www.GrahamDBrown.com Google search “how to unsubscribe” I’m a customer, get me out of here!
  10. www.GrahamDBrown.com her awareness means nothing
  11. www.GrahamDBrown.com when was the last time she bought a Cadillac? so much for being aware of the brand!
  12. www.GrahamDBrown.com her attention means everything
  13. her brain gates out 95% of the information www.GrahamDBrown.com flickr © helgabj
  14. Wait a minute, While I have your attention... www.GrahamDBrown.com
  15. Thanks for checking out my presentation so far... Don’t forget to LIKE & SHARE Check out how you can get my FREE download on the next slide GrahamDBrown www.GrahamDBrown.com
  16. www.GrahamDBrown.com Learn the secrets of how to create exceptional Brand Experience without being Steve Jobs! CLICK HERE & Download 50 pages FREE!
  17. OK, I hope you clicked that LIKE button to help spread the Brand Experience message! Let’s continue... www.GrahamDBrown.com
  18. In marketing today... ATTENTION is your biggest COST www.GrahamDBrown.com flickr © helgabj
  19. www.GrahamDBrown.com the best place to bury a dead body these days is in the 2nd page of Google search results when was the last time you went here?
  20. So, the question we need to be asking is... www.GrahamDBrown.com
  21. what makes your brand any different? www.GrahamDBrown.com flickr © evadedave
  22. www.GrahamDBrown.com how do they do it?
  23. www.GrahamDBrown.com how do they lead their industries in with world-class brand experience?
  24. www.GrahamDBrown.com So here are the 15 biggest trends in Brand Experience in 2015 driven by these leaders:
  25. www.GrahamDBrown.com #1 Brand Experience ...the 1st trend
  26. www.GrahamDBrown.com Your brand is what people say about you when you’re not in the room - Jeff Bezos, CEO Amazon
  27. www.GrahamDBrown.com branding brand experience ...because experience is the brand I’ll use this format for every trend so you can see what’s changed in Brand Experience
  28. Brands are no more than the stories we tell www.GrahamDBrown.com flickr © mugraha
  29. Experience is only real... when shared www.GrahamDBrown.com flickr © zoetnet
  30. www.GrahamDBrown.com #2 Liked vs Loved
  31. “The Zune was crappy because the people at Microsoft don’t really love music or art the way we do. We won because we personally love music.” - Steve Jobs, CEO Apple www.GrahamDBrown.com
  32. www.GrahamDBrown.com
  33. www.GrahamDBrown.com Learn the secrets of how to create exceptional Brand Experience without being Steve Jobs! CLICK HERE & Download 50 pages FREE!
  34. www.GrahamDBrown.com love [luhv] noun a feeling of warm personal attachment or deep affection, as for a parent, child, or friend.
  35. because people buy on emotion and justify with logic www.GrahamDBrown.com flickr © micadew this is what it’s all about!
  36. if customers LIKE you you might as well be INVISIBLE www.GrahamDBrown.com flickr © thejameskendall
  37. www.GrahamDBrown.com like love if customers like you be afraid, be very afraid 1000 people Liking your brand on Facebook < 1 customer who Loves it
  38. people only recommend brands they www.GrahamDBrown.com flickr © tanj
  39. www.GrahamDBrown.com #3 The Connection Economy
  40. “the connection economy rewards the leader, the initiator and the rebel” Seth Godin, author
  41. www.GrahamDBrown.com the media advertising complex the connection economy what people share = your brand
  42. www.GrahamDBrown.com now we are all connected... flickr © frauhoelle
  43. www.GrahamDBrown.com
  44. www.GrahamDBrown.com #4 Attention is Your Biggest Cost
  45. People don’t wake up thinking about BRANDS anymore... www.GrahamDBrown.com flickr © commonbond
  46. www.GrahamDBrown.com at·ten·tion [əˈten(t)SH(ə)n/] noun notice taken of someone or something; the regarding of someone or something as interesting or important.
  47. http://www.google.com/trends/explore#q=gangnam%20style Google Search Trends: “Gangnam Style” www.GrahamDBrown.com Awareness doesn’t last very long
  48. www.GrahamDBrown.com Not a strategy to build a brand long term
  49. www.GrahamDBrown.com awareness attention Pay Attention: 95% of marketing in the Connection Economy is wasted because marketers forget that customers have to pay to see it
  50. www.GrahamDBrown.com tell her what’s noise and what’s signal help her make sense of all the noise
  51. www.GrahamDBrown.com tell her what’s noise and what’s signal we’re only interested when it’s about us...
  52. www.GrahamDBrown.com after all, who’s profile do we look at the most? ...our own of course
  53. every customer looks at your marketing and asks “where am I in this story?” www.GrahamDBrown.com flickr © lcrf
  54. www.GrahamDBrown.com #5 End of The Big Idea
  55. The days of ARE OVERwinning awards and Tony the Tiger www.GrahamDBrown.com Sorry guys!
  56. www.GrahamDBrown.com the big idea noun An attempt to communicate a brand, product, or concept to the general public, by creating a strong message that pushes brand boundaries and resonates with the consumers
  57. www.GrahamDBrown.com one Big Idea many small actions Don’t forget that David Ogilvy, Mad Men and the Pepsi Generation weren’t just last century, they were the last millennium...
  58. Advertising is a TAX on boring brands www.GrahamDBrown.com flickr © strevs
  59. www.GrahamDBrown.com the ad agency model is so old fashioned it still uses Roman Numerals ...and why don’t ad agencies advertise?
  60. experience is….the small moments we touch their daily lives www.GrahamDBrown.com flickr © ambriola
  61. now, get ready for My FREE DOWNLOAD
  62. http://www.grahamdbrown.com/download- 1
  63. 2015 is the year for Brand Leadership www.GrahamDBrown.com Find out how brand leadership can help you create exceptional brand experience without being Steve Jobs! CLICK HERE & Download 50 pages FREE!

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