creating an online brand - laingbuisson events · creating an online brand. warby parker was...

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Creating an online brand

This is where we live.

Digital patients are not just patients who engage for purposes of self diagnosis or information. They also engage in their own health management, partnering closely with organizations in order to find the best solutions from brands they identify with.

Responding to online reviews

Opportunity to build brands

online?

NATIONAL RESEARCH CORP.

FORWARD

BACKWARD

Creating an online brand

Warby Parker was founded with a rebellious spirit and a lofty objective:

to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Warby Parker was founded with a rebellious spirit and a lofty objective:

to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

This was a brand that was born to be online.Every activity of the brand was planned to be in e-commerce.

It’s a 100% millennial brand.

This was a brand that was born to be online.Every activity of the brand was planned to be in e-commerce.

It’s a 100% millennial brand.

No old people…

ConsumerAcquisition

ConsumerRelationship

Warby Parker Went From Online Novelty to Multichannel Sensation

What have we learned?• Guts & Vision• Worthy intentions• Clear target audience• Consistency in delivery style and behavior• Great consumer engagement and experience• Smashing success!...

What have we learned?• Guts & Vision• Worthy intentions• Clear target audience• Consistency in delivery style and behavior• Great consumer engagement and experience• Smashing success!...REALLY?

When Warby Parker opened a flagship store in New York City, many people were shocked. No one expected the digital eyewear disruptor to expand their business to a bricks-and-mortar store. They failed as an exclusive online brand. Customers wanted the retail experience!

Creating an online brand

Compass, which is valued at $6.4 billion, now has 13,000 agents, all contractors, in 238 offices across the United States. It has grown by promising some agents cash bonuses and 90 percent of the commissions on future deals, in an industry where 70 percent to 80 percent is standard.

• The breakneck growth has led to cracks. • Several top executives left, as have recently arrived

brokers. There was so much turnover in Compass’s marketing offices that it took three months to produce a brochure for a house.

• When an agent requested a For Sale sign, she was told they were back ordered. Her husband made the sign instead.

• “Right from the beginning, I was constantly being misled and misled,” she said.

Compass employees and agents have generated less revenue per person than traditional ones.Compass is a brand with money and bad reputation.

Creating an online brand

NO DEALERSHIPSAnd no middle men

Almost like delivering pizza…

Cutting out the dealerships translates to lower cost for us on every vehicle we sell. What does that mean for you? We pass the savings on to you in four ways: lower prices, premium cars, a better experience, and no hidden fees.

Cutting out the dealerships translates to lower cost for us on every vehicle we sell. What does that mean for you? We pass the savings on to you in four ways: lower prices, premium cars, a better experience, and no hidden fees.

What have we learned?• Only delivery was “innovative”• Car dealers are…car dealers• No specific target audience• No consistency in delivery style and behavior• Average consumer engagement and experience• Smashing unknown!

Can we trust this world?

YES!

NOT 100%

YES!

NOT 100%

NOT 100%

How many of you have heard of this brand?

Do they need better branding?

Sounds simplistic?Lets talk about the newest consumer trends for 2019

Top 10 Consumer trends for 2019

Will your brand accommodate these consumers online as well as offline?

Top 10 Consumer trends for 2019

Older people want to feel, behave and be treated as younger.

Top 10 Consumer trends for 2019

Less is more. Shifting consumer values favor authenticity.

Top 10 Consumer trends for 2019

Proximity is no longer a boundary

Top 10 Consumer trends for 2019

The customer is always right has never been truer, yes, even for medical treatments!

Top 10 Consumer trends for 2019

Consumers cut out the middle person and turn to alternative self-care methods

Top 10 Consumer trends for 2019

Efficiency-drive lifestyles and frictionless experiences

Makes you think, Doesn’t it?Always remember: any online brand presence engages only two out of your five senses.

Does that make sense?

Can you be an Experience

Designer online?YES!

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Thank you!Happy to discuss.

Ilanbrands.com