great brands are human experiences. not ads or logos
DESCRIPTION
Guest Lecture - 10/30/10Northeastern University MBATRANSCRIPT
Great Brands are human experiences.
NOT ads or logos.
@davidknies
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
A Brand is a set ofhuman experiences.
Branding iseverything you do that touches the customer.
How your Brand does ANYTHINGis how it does EVERYTHING.
Everything Communicates.
Brand Value iswhat people say about you after you’ve left the room.
“Markets are conversations; And, conversation is fire. Therefore, Marketing is arson.”
IVORY TOWER Brandsvs.HUMAN Brands.
The Towering Inferno.
“Welcome. Trust us.”
Tell you what to think.
Advertising is critical.
Propaganda.
Mange the media.
Engaging customers.
Brands become Human.
Everything changes.
2-Way Conversations.
What’s your story?Who are you telling it to?What’s in it for them?Why should they care?
Branding is fundamentally conversation.
What was the last thing you heard about first from advertising?
How to be a HUMAN Brand.
1. Look in the mirror. What do you see? Be honest.
Reliability.
“AT+T conversations don’t end with “Goodbye”, they end with “Hello? Hello? Hello?”
2. Get out of the Tower, Princess!
3. Know your customer. You’ll find new opportunities.
Conversation / Ideas
Listening for Improvements.
EasyTone by Reebok.
4. Make them happy.
If you do, they’ll tell others.If you don’t, they’ll tell others.
5. Get engaged.
Social media is your wingman.
Part Of Consumer’s Lifestyle.
5. How you do anything is How you do everything.
Customer Service.
6. Conversation. Not preaching.
6. Repeat. You’re never done.
What’s your story?Who are you telling it to?What’s in it for them?Why should they care?
Branding is fundamentally conversation.
“Markets are conversations; And, conversation is fire. Therefore, Marketing is arson.”
@davidknies
