(Graham Brown mobileYouth) The Future of Advertising

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Graham Brown

Are we asking the right questions?

Business

The Future of Advertising by Graham D Brown

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Asia Tech Podcast http://www.ATP.show Asia Tech Research http://www.AsiaTechResearch.com We are in the business of selling emotions not stuff. Stuff is cheap and easy to copy. Emotion, however is a priceless, individual, unique experience. In this presentation, I explain why the future of marketing lies in creating powerful EXPERIENCES that customers can share and conversations that define our brands. There is also a link in this presentation telling you how to get the PDF file.

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It's not all sunshine and rainbows in marketing. What happens when your brand is broken? What happens when you have one of the most globally recognized brands but your sales are flat even though you're spending $1.5 billion on advertising? What happens when you're losing the youth market and competitors like Starbucks, Chipotle and Shake Shack are eating away at your market share? Forget brand makeovers, rebrands and a better ad campaign. What McDonalds needs to stay relevant is something far more radical. In this case study presentation I look at McDonalds. What is the root cause of the McDonalds brand marketing strategy? Why is more "branding" and more of the old ad agency model going to create more of the same problem? And how can McDonalds fix its brand through building a powerful Frontline Brand Experience? In this presentation, I look at the shift from Branding to Brand Experience and the 3 areas McDonalds needs to focus on to fix its broken brand.

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What is brand in 2015? Brand is no longer what the ad agency says about your product or service but what customers say, share and experience about your company. That means how your retail staff interact with customers or how your marketing team creates conversations at your events is more important than what's said in an advertising campaign. This is the reality of the sharing economy in 2015. Experience is only real when shared and if customers aren't sharing your brand, you might as well be invisible. Click here to find out more about Brand Experience and why the era of Branding is dead...

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