what is useful marketing ?

61
How a brand should behave today Brieuc Saffré @_brieuc Oct. 2012

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As we're now in a digital world, marketers and brands need to adopt a new way to work. Useful marketing appears to be the most relevant way of doing.

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Page 1: What is Useful Marketing ?

How a brand should behave today Brieuc Saffré

@_brieuc Oct. 2012

Page 2: What is Useful Marketing ?

Everything changed

Werealized

Page 4: What is Useful Marketing ?

The party example

...but how do we act now ?

Page 5: What is Useful Marketing ?

What did you do to the last party you’ve been?Were you the fun guy? Did you talk in the kitchen all

night long? Did you wear a great t-shirt ? Did you bring some great stuff?

...

What experience did you give to people?Will they remember you? If yes, why?

Page 6: What is Useful Marketing ?

Why does your brand exist ?

Your brand

Page 7: What is Useful Marketing ?

Who are you

?What are your beliefs and values ?

Page 8: What is Useful Marketing ?

The purposeof your brand

It’s your engine.

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Brand UtilityShared Value

PurposeRaison-d’être

Soul of the brand

Mission

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Your brand purpose must becomeyour guide

Page 11: What is Useful Marketing ?

«People don’t buy what you do,

they buy why you do it»

Simon Sinek

Page 12: What is Useful Marketing ?

The Golden CircleWhat What does your

company offer?

Page 13: What is Useful Marketing ?

The Golden CircleWhatHow How does your

company make it ?

Page 14: What is Useful Marketing ?

WhatHow

The Golden Circle

Why Why doesyour brand exist ?

Page 15: What is Useful Marketing ?

The life cycle of the product

Early adopters

Growth Selection End

Page 16: What is Useful Marketing ?

The life cycle of the product

MASSES

Before, marketers were focused on masses...

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The life cycle of the product

Early adopters

Now, in a digital world, as reputation is more

important than ever, you need to be focused on the early adopters...

Page 18: What is Useful Marketing ?

The life cycle of the product

Early adopters

tipping point

...to reach the

Page 19: What is Useful Marketing ?

The purpose

is a strength to recruit

Page 20: What is Useful Marketing ?

The purpose

is a strength to motivate

Page 21: What is Useful Marketing ?

The purpose

and to create a community

Page 22: What is Useful Marketing ?

Some purpose consequences

How to reinvent capitalism - Michael Porter January 2011 - Harvard Business Review

Company Productivity

Environnemental

impact

Energy Use

Water Use

Employee Health Worker

Safety

Employee Skills

Supplier access and

viability

Page 23: What is Useful Marketing ?

What’s the purpose of

these brands?

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Page 26: What is Useful Marketing ?
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Is it still changing the status quo?

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Page 29: What is Useful Marketing ?

Help people for their memories

Page 30: What is Useful Marketing ?
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Democratize car sharing

Page 32: What is Useful Marketing ?

Understand

Observe your potential users

Page 33: What is Useful Marketing ?

Understand

Meet your users

Page 34: What is Useful Marketing ?

Find and bring a relevant solution

Understand

Page 35: What is Useful Marketing ?

The new key

The experience

Page 36: What is Useful Marketing ?

Bring quality everyday...

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It’s what you do, not what you say,

that matters.

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How to give a remarkable

experience

for the customer ?

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Make your experience unique

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The experience is your purpose demonstration.

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7 dimensions

Play with them to give a specific memory to your user.

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Waouh ! dimension

You positively surprise.

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So beautiful dimension

You play on the aesthetic aspects of the experience.

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The already dimensionYou offer something that surpasses what’s existing today.

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Well thought dimensionEach details of the experience is

prepared and anticipated.

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Respect dimensionYour experience has a

significant social impact.

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Friendly dimension

You offer some positive, agreable or personalized interactions to your customers.

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Good offer dimension

Your benefit/price ratio is excellent or new.

Page 51: What is Useful Marketing ?

Some other tools

Page 52: What is Useful Marketing ?

To create a competitor free marketand leave the price war,

find your blue ocean.

The Blue Ocean Strategy

Page 53: What is Useful Marketing ?

the Wii exampleThe strategic

canevas enables you

to create another

valuecurve.

Page 54: What is Useful Marketing ?

Forget your

business plan,

only test and retest

your business

model canevas.

the business model canevas

Page 55: What is Useful Marketing ?

The contexts

The new targets.

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Some examples

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Target approach Context approach

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2010$ 1,8 billion $ 19 billions

Facebook Ads Google Adwords

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« Brands need to see themselves as value creators, adding value to contexts where their value is appreciated and needed.They need to investigate and explore these contexts, surrounding their

brands and products, and take ownership of them.»

Helge Tenno

Page 61: What is Useful Marketing ?

If you think I can help you,you’re probably right

and I’ll be happy to do so.

You can visit

www.brand-utility.com

or send me a mail

[email protected]