In this session, Joanna will cover the future of brand marketing and what it means for marketers today. She will walk through the most loved brands and talk through what makes them great. Tactically she will run through ways you can set your brand up to be loved by your community and your customers. Most marketers today find themselves at the intersection of community, content, product, and design which is exactly where brilliant brands are built or fail.

1. THE FUTURE OF A BRAND
Joanna Lord
VP of Marketing
@joannalord
#SIC2014 #makelove

2. WHAT MAKES A BRAND?

3. Things have changed.

4. Things have changed.

5. What makes a brand today?

7. “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.”
Millward & Brown

8. Top brands of today.

9. Top brands of today: Nike.

10. Top brands of today: Google.

11. So how do they do it?

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

13. Present a value exchange beyond the product.

18. Create intelligent connections.

24. “Marketers will start contextualizing their
data, drawing even richer insights, and using
those insights to create not just more
relevant, personalized campaigns, but
experiences. In short, 2014 will be the year
that marketers begin to turn big data into
smart data.”
- Melissa Parrish, Forrester

25. Are agile.

29. “Simplify, grow, everyday.”

30. Empowers consumers & build a brand with them.

31. 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

37. Understands loyalty & reciprocity.

38. 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 hold the key to maximizing the opportunities.
Harvard Business Review

43. “Starbucks was founded around the
experience and the environment of their
stores. Starbucks was about a space with
comfortable chairs, lots of power outlets,
tables and desks at which we could work
and the option to spend as much time in
their stores as we wanted with any pressure
to buy. The coffee was incidental.”
- Simon Sinek

44. “the coffee was incidental.”

45. The biggest brands of tomorrow get this.

46. And they are set up to succeed.

47. Is your brand set up to stand out?

48. It’s not what you promise, it’s what you deliver.

49. THANK YOU! QUESTIONS?
Joanna Lord
VP of Marketing
@joannalord
#SIC2014 #makelove