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Is #Branding Still Relevant in a #Digital World?Julian StubbsOctober 2014
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w w w . u p t h e r e e v e r y w h e r e . c o mU P T H E R E , E V E R Y W H E R E
JULIAN STUBBS
the global cloud based agency
www.upthereeverywhere.com
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Is #Branding Still Relevant in a #Digital World?
brands / inbound marketing / living in the cloud
www.upthereeverywhere.com
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So what’s the big issue?
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Things have changed
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Digital+Internet
Power has shifted
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The seller
The buyer
BrochuresApplication notes
Customer visitsPricing
THE ANALOG WORLD
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The sellerThe buyer
DIGITAL WORLD 1.0
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The seller
The buyer
DIGITAL WORLD 2.0
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The sellerThe buyer
DIGITAL WORLD 3.0
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The sellerThe buyer
DIGITAL WORLD 3.0
Content Inbound Marketing
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Consumers are becoming more rational – are brands still as relevant?
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J U L I A N S T U B B S
© All copyright *UP There, Everywhere 2012
A promise to deliver a value.
The brand exists in the consumers mind
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J U L I A N S T U B B S
The brand exists in the consumers mind
A promise to deliver a value.
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One word?
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ONE WORD
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It’s about what people think
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Imperial Tobacco: $7.1 billion USD to expand business
not acquisitions
investment in brands
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Apple buys Beats $3 Billion
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WHERE’S THE VALUE?
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WHERE’S THE VALUE?
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WHERE’S THE VALUE?
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Brands help establish trust
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‘’I don’t know who you are
I don’t know your company
I don’t know your company’s product
I don’t know what your company stands for
I don’t know your company’s customers
I don’t know your company’s record
I don’t know your company’s reputation
Now - what was it you wanted to sell me?’’
THE IMPORTANCE OF BRANDING TO CUSTOMERS
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If you’re not a brand......you’re a commodity
THE 1980s MANTRA
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BRANDS MUST ADD VALUE
How much are brands worth?
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The Value of a Brand?
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TOP TEN GLOBAL BRANDS BY VALUE 2014
118 BUSD 107 BUSD 81 BUSD 72 BUSD 61 BUSD
45 BUSD 45 BUSD 42 BUSD 42 BUSD 34 BUSD
Brand # 1 Brand # 2 Brand # 3 Brand # 4 Brand # 5
Brand # 10Brand # 9Brand # 8Brand # 7Brand # 6
BestGlobalBrands2014
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Brands in 2014
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How people buy things has changed profoundly —
– marketing has not.
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‘Am I looking for absolute value. Not always, and usually no. I am looking for good value for a fair price. This is something I thought the book fell a little short on.’
Amazon review
The Influence MixPrior Preferences, Beliefs, and Experiences (P)
Information From Marketers (M)
Input From Other People (O)
Emotional value propositions: not rational
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We all make emotional, non-rational choices
We buy from people and brands we like
This is one of the most important elements in creating strong brands and value propositions
EMOTION MATTERS: VALUE PROPOSITIONS
Functional EmotionalSelf expressive
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VALUE PROPOSITION:IS IT JUST FUNCTIONALITY?
Prada or plastic?
Absolute Value?
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$3$300
PEN?
© *UP There, everywhere 2011. All rights reserved.
Absolute Value?
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‘Business is about people’Simon Sinek
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‘The technical stuff is easy......the brand stuff isn’t’
Shari Monnes Head of UP Digital & SocialBoston, USA
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Brands in the Consumer worldLess important today?
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Jools12 years oldDigital native
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Steven Gerrard’s boots
Jools12 years oldDigital native
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Markus Persson (Notch)
$2.5 billion
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7 million subscribersSales revenue for Space EngineersYogscast-branded items Simon and Lewis
three million people tuning in each day
Dwarfs and the Diggy Diggy Hole song
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Calvin Harris
Earnings 2013:$66 MUSD
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RECOMMENDATION
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Will brands disappear as we know them?
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“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trade marks, and I would fare better than you.”
— John Stuart, Chairman of Quaker (ca. 1900)
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SUMMATION BRANDS
1. Disruptive technology and disruptive business models are coming to you - soon
2. Digital: online, social, content + inbound: changing the game – out of sight
3. Brands won’t disappear but they have to become more distinct (the vanilla issue) more personal and more P2P
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Inbound marketing
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Cold calling? Cold E-Mail? Google search? Social media?
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QUESTION: How do you find
your clients?
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I don’t.They find me.
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The sellerThe buyer
OUTBOUND MARKETING
Outbound marketing TV, Radio, Posters
ExhibitionsTele salesDirect mail
E-mail blastsPrint material
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The sellerThe buyer
Outbound marketing TV, Radio, Posters
ExhibitionsTele salesDirect mail
E-mail blastsPrint material
OUTBOUND MARKETING
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The sellerThe buyer
A BETTER WAY
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The sellerThe buyer
DIGITAL WORLD 3.0
Inbound marketing The customers you want find you
MeasurableTargetedEffective
Software to automate, co-ordinate and measure
Valuable Content
Valuable Content
Valuable Content
Valuable Content
SubtleQuality
Quantity
Valuable Content
Valuable Content
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Free book chapter
1 xxxxxxxxxx2 xxxxxxxxxx3 xxxxxxxxxx4 xxxxxxxxxx5 xxxxxxxxxx
Free book chapter
Offer on whole book
Free one hour briefingBLOGS xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxx
OUR PLACE BRANDING FUNNEL
30% paid
TOP OF FUNNEL MID FUNNEL END OF FUNNEL
Place Branding checklist
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People to peoplewww.upthereeverywhere.com
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Isn’t it just about producing lots of content?
3 issuesMarketing dogs
Too much too soonMe me me – product centric
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no idea who is visiting
what they are doing
do the marketing materials do the right job?
‘I have no idea what I’m doing – but I am busy’
MARKETING DOGS
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First date: ‘You’ll make a great father!’
TOO MUCH TOO SOON
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‘Let’s get married’
FIRST TIME MEETING
first thing you do is offer a 30 day free trial
buy now!
produce a white paper
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ME ME ME – PRODUCT CENTRIC
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David Brent
‘Wait till you hear about me - I’m fantastic’
ME ME ME – PRODUCT CENTRIC
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‘Listen to me you idiot.
Buy my products’
ME ME ME – PRODUCT CENTRIC
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Value feelings and time
Be interested
Understanding them is key – Persona based marketing
BUILD RELATIONSHIPS: FOCUS ON THEM
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BUILDING ACCURATE BUYER PERSONAS
Building accurate pictures of who you
are talking with is key
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Inbound is like a Relationship
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GOOD MARKETING –BUILDING RELATIONSHIPS
First step – top of the funnel
Low commitment: interest. First meeting – have a coffee
When you leave – you both want to meet again
Common interest content
NEXT STEP – middle of the funnel
Take a walk, have dinner, drinks, get to know them more – as a potential partner
A marathon – not a sprint
Higher value content
Bottom of the funnel
Intimate relationship – closer
Then 30 day free trial
Appropriate offers and content
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Social Media PostsSchedule, plan and curate / create
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SOCIAL MEDIA PUBLISHING TOOLS
Curate 40% vs Create 60%
Sunday AM
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2. Don’t come on ‘too heavy’ early on – stop being awkward, stop stalking them
3. Be interested in them to be interesting to them – persona centric marketing
4. Treat it like a relationship – keep it feeling balanced and long term
1. Don’t just do stuff and hope it will work. Do the right things at the right stage
SUMMATION INBOUND
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*UPwww.upthereeverywhere.comw w w . u p t h e r e e v e r y w h e r e . c o mU P T H E R E , E V E R Y W H E R E www.upthereeverywhere.com
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The future of agencies and employment in a digital world?
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TWO THINGS
Don’t need a ‘Boss’Don’t want to sit in traffic
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Julian and EricJanuary 2011
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EmployeesOffices
AGENCY ECONOMICS AND COSTS
90%
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AGENCY ECONOMICS 2
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Employment FreelanceMoneyColleaguesEducation
SlaveryBossOffice
Fear LonelinessStagnation
The Third Way
E-Ployment
Freedom!I’m the bossFlexibility MoneyColleaguesEducation
FreedomI’m the boss!Flexibility
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the global cloud based agency
Julian and EricJanuary 2011
One brandCloud based tools and systemsGlobalNo employeesNo offices
Just people
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w w w . u p t h e r e e v e r y w h e r e . c o mwww.upthereeverywhere.com
the global cloud based agency
Julian and EricJanuary 2011
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w w w . u p t h e r e e v e r y w h e r e . c o mwww.upthereeverywhere.com
Julian and EricOctober 2014
160 People
the global cloud based agency
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HelloHej
salut¡Hola
ciaoHei
嗨привітMoi
WHAT’S UP?
Stockholm (2013)New York (2013)
Amsterdam (2015)
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FOUR OF OUR MAIN FOCUS AREAS
Life Science &Health
Information Technology
Sustainability & Non Profit
Place Branding & Marketing
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DEVELOPED OUR OWN BROWSER BASED FINANCE AND ADMIN SYSTEM
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IS IT EASY?
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‘There is no elevator to success.
You have to take the stairs’
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*UPwww.upthereeverywhere.com
Thank You
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Julian Stubbs
@seymourstubbs
search Julian Stubbs on Google and You Tube