Branding In A Collaboration

Economy

Photo via Flickr by Terriko

Dannielle Blumenthal, Ph.D.@thinkbrandfirstOctober 3, 2012

“Business Exists to Create a Customer.” - Peter Drucker

Manufacturing Is Going Away

● Domestic labor is expensive

● Innovation is minimal advantage as it's rapidly copied

● Struggling consumers prefer cheapest functional product

● Product itself is no longer a source of competitive advantage

Rise of the Intangible Economy

Emotional Intelligence Intellectual Capital

Barista photo source here; Gekko here

Service Economy 2.0 =Networked Experts

● Information overload .means no one person can keep up.

● Complex projects require integrated teams.

● Relational skill integrates disciplines and resolves conflict.

● Value is derived by integrating intellect and emotional intelligence.

● Peers = Customers.

"Friends" screenshot source here

Networked Economies Reverse TheTraditional Customer Hierarchy

EmployeeEngage and Align

PeerRecruit and maintain teams

CustomerVendor of

Choice

Must Overcome These Challenges1. Information hoarding2. Information overload3. Lack of knowledge management

infrastructure4. Lack of collaboration norms5. Rapid technology change6. Technological illiteracy7. Unfair distribution of rewards8. Lack of conflict management9. Poor project management

10. Poor internal communication

Customer Relationship QualityCreates Brand Value

50%of senior executives define brand as “relationship with customer."

96%say “customer satisfaction” is a primary measure of brand value.

Source: Prophet Brand Strategy, “Operationalizing the Brand,” 2002. Photo by Woodley Wonderworks via Flickr.

Goal: Increase Brand Value

Non-BrandEquipmentProperty

Technology

BrandRelationships,

Goodwill, Trust, Loyalty

a.k.a. "Brand Equity"

“Products are made in the factory, but brands are created in the mind.”

- Walter Landor

Your

BrandHere

How?Invest In Relationships

Source: “Brand Valuation: Viewpoint of Customer & Company, Engineering EconomicsImages: "The Thinker" and Flickr: Stock Chartt, and Running

An Integrated Dashboard forMeasuring Brand Success

PriceAttitude Behavior

Collaboration, Consultation, Recruitment, Purchase Behavior

Awareness, Like or Dislike, Intent to Use or Buy

What Would Someone Pay to Acquire?