my 90 minutes with steve jobs: what i learned about building enduring brands from steve, digiday...

Template overview

What Steve Jobs taught me about building enduring brandsKevin Sellerschief marketing officerAvnet, Inc.

The *magic* of branding04.18.20172

I think you should be more explicit here in step two

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The business enterprise has two and only two basic functions; marketing and innovation.

Marketing and innovation produce results; all the rest are costs.

Marketing is the distinguishing, unique function of the business.- Peter Drucker

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Frances Gerety

Meet the twins: Prizm and Corolla04.18.20176

Separated at birth:Twin products meet separate fates04.18.20177

MSRP

$15,223

$14,973

$11,417$250$3,556

$15,223

$14,315$1,000$4,360RebateNet PriceDepreciationTrade-invalue

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Sales inthousands of units52Difference per vehicle$658$1,462

$9,955

Prizm

Corolla

Perception

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The last onecommoditized wins.- Andy Grove

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Is there a recipe?

Recipe: the best brands04.18.201711

5 simple tenets that best brands get right

As we roll out Look Inside, we will look at this template once again to how we stack up11

Recipe: the best brandsSimple. They own a simple message that breaks through the competitive clutter.04.18.201712

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Video: Steve Jobs #104.18.201713


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were not going to get a chance to get people to remember much about usno company is.

...we have to be clear about what we really want them to know about us


Unique and differentiated. They possess a special sauce.


Video: Steve Jobs #3


Unique and differentiated. They possess a special sauce.Emotional connection. They give consumers a genuine reason to care about them.


Video: Steve Jobs #4

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When you think of Nike, you feel something different than a shoe company.

Emotional vs. Rational BrandingEmotionalRational04.18.201723


Unique and differentiated. They possess a special sauce.Emotional connection. They give consumers a genuine reason to care about them.Employ a clear call to action. Invite the customer to engage with them and take action.

The power of simple

Microprocessor average selling price trend

2001200220032004200520062007200820092010201120122013

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First, I want to start herea tremendous example of where Intel marketing has made a huge difference.

THE POWER OF SIMPLE!!!

When we launched i3, i5, i7this was all about simplifying. We made a confusing process so much easierfor consumers, for retailers, for OEMs.

Sea of brandsCore, Pentium, Celeron, Atom, Phenom, Athlon, Duron How could consumers choose?

Then we made it super easythere was good, there was better, and there was best. And the results added billions to our p&l

Howeverweve also been our own worst enemy at times26

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2001200220032004200520062007200820092010201120122013Est.

30 Years of Price DeclinesReversed!04.18.201728

First, I want to start herea tremendous example of where Intel marketing has made a huge difference.

THE POWER OF SIMPLE!!!

When we launched i3, i5, i7this was all about simplifying. We made a confusing process so much easierfor consumers, for retailers, for OEMs.

Sea of brandsCore, Pentium, Celeron, Atom, Phenom, Athlon, Duron How could consumers choose?

Then we made it super easythere was good, there was better, and there was best. And the results added billions to our p&l

Howeverweve also been our own worst enemy at times28

The power of unique

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At the end of 2008, Chrysler was at rock bottom. Chrysler was tied to Detroit and Detroit was a complete mess

Executives testified to Congress that they were one year away from filing for bankruptcy and shutting down all operations permanently.

People werent buying the Chrysler 200 because foreign brands had so much luxury cachet.

Chrysler Luxury!30

Video: Chrysler Ad04.18.201731

Video: Chrysler Ad04.18.201732

Imported from Detroit04.18.201733

Instead of going to a purely rational advertising campaignlike most car companies doStylingLeatherNavi systemSmoothnessetc.

Instead, they built on an emotional hook that spoke to the American psycheImported from Detroit

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Impact on Chrysler 20004.18.201734America had a story to tell that was bigger than any cup holder, bigger than any Columbus day sales event.Olivier Francois, CMO of Chrysler

Sales increased: 25% in first month26% for the year

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The power of emotion

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Proof points for the keynote:By the early 2000s, Dove was an established, respected brand, but it had plateaued. Doves sales declined as a result of being lost in a crowded market.

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Video: Dove Real Beauty04.18.201737

Video: Dove Real Beauty04.18.201738

Dove Real Beauty CampaignWithin six months, sales of Doves firming products increased

Over 700% in EuropeOver 600% in the US

The campaigned increased Doves share of the firming lotion market from 1% to 6%04.18.201739

For those who think strong, emotional campaigns are nicebut dont drive saleshere are the business results

The Real Beauty content was zero paid media by the way

Incidentally, the campaign enabled Dove to extend its product portfolio with successful introductions like Firming cream, Cooling Moisturizer, and Sunless Tannernone of which were cleansers.

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Call to action

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Video: Nike Running Man04.18.201742

Video: Nike Running Man04.18.201743


Unique and differentiated. They possess a special sauce.Emotional connection. They give consumers a genuine reason to care about them.Employ a clear call to action. Invite the customer to engage with them and take action.

04.18.201745Leaders live their brands.Contenders market their brands.

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