Great Brands are Human Experiences. Not ads or logos.
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Transcript of Great Brands are Human Experiences. Not ads or logos.
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Great Brands are human experiences.
NOT ads or logos.
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@davidknies
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20 years with great brands.
• ralph lauren• de beers / hearts on fire• microsoft / groove networks• MLB / NBA / MLS / NFL / NHL / FIFA / IOC • adidas / reebok• cirque du soleil• sony / nintendo / universal / disney
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A Brand is a set ofhuman experiences.
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Branding iseverything you do that touches the customer.
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How your Brand does ANYTHINGis how it does EVERYTHING.
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Everything Communicates.
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Brand Value iswhat people say about you after you’ve left the room.
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“Markets are conversations; And, conversation is fire. Therefore, Marketing is arson.”
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IVORY TOWER Brandsvs.HUMAN Brands.
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The Towering Inferno.
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“Welcome. Trust us.”
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Tell you what to think.
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Advertising is critical.
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Propaganda.
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Mange the media.
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Engaging customers.
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Brands become Human.
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Everything changes.
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2-Way Conversations.
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What’s your story?Who are you telling it to?What’s in it for them?Why should they care?
Branding is fundamentally conversation.
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What was the last thing you heard about first from advertising?
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How to be a HUMAN Brand.
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1. Look in the mirror. What do you see? Be honest.
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Reliability.
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“AT+T conversations don’t end with “Goodbye”, they end with “Hello? Hello? Hello?”
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2. Get out of the Tower, Princess!
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3. Know your customer. You’ll find new opportunities.
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Conversation / Ideas
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Listening for Improvements.
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EasyTone by Reebok.
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4. Make them happy.
If you do, they’ll tell others.If you don’t, they’ll tell others.
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5. Get engaged.
Social media is your wingman.
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Part Of Consumer’s Lifestyle.
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5. How you do anything is How you do everything.
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Customer Service.
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6. Conversation. Not preaching.
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6. Repeat. You’re never done.
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What’s your story?Who are you telling it to?What’s in it for them?Why should they care?
Branding is fundamentally conversation.
![Page 64: Great Brands are Human Experiences. Not ads or logos.](https://reader036.fdocuments.in/reader036/viewer/2022081421/5549eeb0b4c9050d488b51a0/html5/thumbnails/64.jpg)
“Markets are conversations; And, conversation is fire. Therefore, Marketing is arson.”
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@davidknies