Building Brands in a Mobile World - Added Value

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

Building BrandsIn a mobileWorld

ADDED VALUE SOUTH AFRICALYNNE GORDON, MANAGING DIRECTOR@lynne_gordon

I’m not here to talk about

strategyMOBILE

Why not?

2

Because mobileIs not aChannel

33

And it is not aSeparateAudience

4

Mobile is a new wayof seeing life

5

It has changed how wethink, how we interactwith the world,What we expect fromthe brands we consume.

To win in a world that’s mobilewe need a new way ofBrand building

It’s what we call

MOBI-READYBRANDING

MOBI-READY

Balance the value exchange

Remember we are still human beings

Have real-time relevance

Innovate through brand partnerships

Bring two worlds into one

Know what you really stand for

Have an active essence

Build a brand solar system

Be prepared to relinquish control

Realise design matters

MOBI-READY











MOBI-READY

The value exchange has fundamentally changedIn a connected world,

What you get What you get

What you pay for What you pay for+the data, friends, time you give


Old Value New Value

14

So brands need to be honest with

themselves


What is your new value exchange proposition?Balance the value exchange

Highly desirable, hard to replace with a loyal and vocal customer basei.e. The consumer cares and will happily give their time & data

Products with tangible but replaceablebene�ts, categories with low loyaltyi.e. The consumer is looking for bene�ts OVER ANDABOVE YOUR PRODUCT BENEFIT to justify the valueexchange

Highly desirable, hard to replace with a loyal and vocal customer basei.e. The consumer cares and will happily give their time & data

Harness the interest

Create additionalvalue

i.e. The consumer is looking for bene�ts OVER ANDABOVE YOUR PRODUCT BENEFIT to justify the valueexchange

Products with tangible but replaceablebene�ts, categories with low loyalty


What is your new value exchange proposition?


Via Entertainment Via Entertainment

Via Utility Via Community & advice

Create additional value

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Do you understand the true interest

consumers have in your category and brand? Does your brand give consumers

as much as it takes? Are you balancing your value equation?


MOBI-READY











We started in the age of informationHave an active essence

But over time winning brands have stopped saying and started doingHave an active

essence

Saying Doing

The age of Interruption

The age of Participation

The age of Active Purpose

Brands that are succeeding in this new world have an active purpose at their core and demonstrate it through everything they doHave an active

essence

Inspires personal progress

Gives guys the edge in the mating game

Unleashing the athlete in every body

They recognise that when a consumer buys their product it’s not the end of the relationship…

…It’s just the beginning


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Rede ning the consumer journey as circular, not linear

Aware

ness Consideration

Purcha

se

Retention

Advocacy


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Is your brand ‘saying’ or ‘doing’? Has the brands’

role been de ned? Do you plan touchpoints in a

linear way?


Pop-up store experiences Tesco builds virtual shops for Korean commuters.

Tesco builds virtual shops for Korean commuters.

The divide between the real and virtual worlds is diminishingBring two

worlds into one

Converse design-your-own solutionsInteractive storefronts

No longer should we think about the digital world as a replacement for the real worldBring two

worlds into one

Its an enhancement for the real world

Try before you buy

Drone delivery

Online identity

Personalisation

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Do you think about digital as a way to enhance traditional

touch points such as the

in-store experience?


Mobile mindsetHave real-time relevance

Mobile is immediate and vocalHave real-time relevance

They expect to interact with a brand anytime, anywhere

They expect their voice to be heard and acted on.

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Wherever people are talking about

our brand, mission is there to listen

Gatorade

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Does your organisation see mobile communication as a given or an after-thought? Is there an opportunity for your brand

to have more real-time conversations? To think with a mobile mindset?


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The digital world has shaped new behaviours, but our needs have not changed.Remember we are

still human beings

Some of us are more social

Some of us are less social


Most of us don’t use our memory anymoreRemember we are still human beings

30

25

20

15

10

5

0

Rational Combined Emotional

Technology will only ever get you so far… Remember we are still human beings

Source: Les Binet, IPA databank analysis

Very large pro tsInsight & genuineconnections are asimportant as theyever were

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Is your organisation mindful that most consumer decision

making is still (and will continue to be) emotionally


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Mobiles will be extinct by 2023… But the mindset will remain

MOBI-READY











ADDED VALUE SOUTH AFRICALYNNE GORDON, MANAGING DIRECTOR@lynne_gordon

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by

Building Brands in a Mobile World - Added Value

Business

Transcript of Building Brands in a Mobile World - Added Value