iLive2014 | Julian Stubbs - Is #branding still relevant in a #digital world

Is #Branding Still Relevant in a #Digital World?Julian StubbsOctober 2014

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

w w w . u p t h e r e e v e r y w h e r e . c o mw 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

Is #Branding Still Relevant in a #Digital World?

brands / inbound marketing / living in the cloud

So what’s the big issue?

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

Things have changed

Digital+Internet

Power has shifted

The seller

The buyer

BrochuresApplication notes

Customer visitsPricing

THE ANALOG WORLD

The sellerThe buyer

DIGITAL WORLD 1.0

The seller

The buyer

DIGITAL WORLD 2.0

The sellerThe buyer

DIGITAL WORLD 3.0

The sellerThe buyer

DIGITAL WORLD 3.0

Content Inbound Marketing

www.upthereeverywhere.comwww.upthereeverywhere.com

Consumers are becoming more rational – are brands still as relevant?

Brands

J U L I A N S T U B B S

A promise to deliver a value.

The brand exists in the consumers mind

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.

One word?

ONE WORD

w w w . u p t h e r e e v e r y w h e r e . c o m

It’s about what people think

Imperial Tobacco: $7.1 billion USD to expand business

not acquisitions

investment in brands

Apple buys Beats $3 Billion

WHERE’S THE VALUE?

Brands help establish trust

‘’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

If you’re not a brand......you’re a commodity

THE 1980s MANTRA

BRANDS MUST ADD VALUE

How much are brands worth?

The Value of a Brand?

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

Brands in 2014

How people buy things has changed profoundly —

– marketing has not.

‘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

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

VALUE PROPOSITION:IS IT JUST FUNCTIONALITY?

Prada or plastic?

Absolute Value?

$3$300

Absolute Value?

‘Business is about people’Simon Sinek

‘The technical stuff is easy......the brand stuff isn’t’

Shari Monnes Head of UP Digital & SocialBoston, USA

Brands in the Consumer worldLess important today?

Jools12 years oldDigital native

Steven Gerrard’s boots

Jools12 years oldDigital native

Markus Persson (Notch)

$2.5 billion

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

Calvin Harris

Earnings 2013:$66 MUSD

RECOMMENDATION

Will brands disappear as we know them?

“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)

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

Inbound marketing

Cold calling? Cold E-Mail? Google search? Social media?

QUESTION: How do you find

your clients?

I don’t.They find me.

The sellerThe buyer

OUTBOUND MARKETING

Outbound marketing TV, Radio, Posters

ExhibitionsTele salesDirect mail

E-mail blastsPrint material

The sellerThe buyer

Outbound marketing TV, Radio, Posters

ExhibitionsTele salesDirect mail

E-mail blastsPrint material

OUTBOUND MARKETING

The sellerThe buyer

A BETTER WAY

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

SubtleQuality

Quantity

Valuable Content

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

People to peoplewww.upthereeverywhere.com

Isn’t it just about producing lots of content?

3 issuesMarketing dogs

Too much too soonMe me me – product centric

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

First date: ‘You’ll make a great father!’

TOO MUCH TOO SOON

‘Let’s get married’

FIRST TIME MEETING

first thing you do is offer a 30 day free trial

buy now!

produce a white paper

ME ME ME – PRODUCT CENTRIC

David Brent

‘Wait till you hear about me - I’m fantastic’

‘Listen to me you idiot.

Buy my products’

Value feelings and time

Be interested

Understanding them is key – Persona based marketing

BUILD RELATIONSHIPS: FOCUS ON THEM

BUILDING ACCURATE BUYER PERSONAS

Building accurate pictures of who you

are talking with is key

Inbound is like a Relationship

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

Social Media PostsSchedule, plan and curate / create

SOCIAL MEDIA PUBLISHING TOOLS

Curate 40% vs Create 60%

Sunday AM

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

*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

The future of agencies and employment in a digital world?

TWO THINGS

Don’t need a ‘Boss’Don’t want to sit in traffic

Julian and EricJanuary 2011

EmployeesOffices

AGENCY ECONOMICS AND COSTS

AGENCY ECONOMICS 2

Employment FreelanceMoneyColleaguesEducation

SlaveryBossOffice

Fear LonelinessStagnation

The Third Way

E-Ployment

Freedom!I’m the bossFlexibility MoneyColleaguesEducation

FreedomI’m the boss!Flexibility

One brandCloud based tools and systemsGlobalNo employeesNo offices

Just people

Julian and EricOctober 2014

160 People

HelloHej

salut¡Hola

ciaoHei

嗨привітMoi

WHAT’S UP?

Stockholm (2013)New York (2013)

Amsterdam (2015)

FOUR OF OUR MAIN FOCUS AREAS

Life Science &Health

Information Technology

Sustainability & Non Profit

Place Branding & Marketing

DEVELOPED OUR OWN BROWSER BASED FINANCE AND ADMIN SYSTEM

IS IT EASY?

‘There is no elevator to success.

You have to take the stairs’

*UPwww.upthereeverywhere.com

Thank You

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 www.upthereeverywhere.com

Julian Stubbs

@seymourstubbs

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iLive2014 | Julian Stubbs - Is #branding still relevant in a #digital world

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