Branding off-and-online CRUISE-INN 2018 WORKSHOP PRE-READING MATERIAL

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1 Branding off-and-online CRUISE-INN 2018 WORKSHOP PRE-READING MATERIAL

2 Hi there, I m Tasos Pagakis. I ve been in your shoes for long trying to orchestrate Brand context, Business goals, Resources, and Ideas briefs to launch products & services. We ll meet soon, at Cruise-Inn In the Branding workshop we will co-create and discuss around One Thing: how to create Brands for meaningful interactions based on unique Insights. It s the only formula to be in business for long in the Industries & Digital Transformation, and the only thing that acquires and retains Customers. Please read those pages and come prepared with your questions for a dynamic Q&A. I will answer any broad issue, or specific own-business challenge you might have.

3 The best Vision is Insight Sir Frank Lowe

4 The Insight is a penetrating understanding, a really human truth. Only insights can make your offering competitive

5 Branding issues (Myths & Realities)

6 1 Brands engage Not by default! My Brand is very important to us, but not very important to most of prospects and customers. Engagement starts when the Brand and its purpose is known and relevant. 2 3 Brands secure Loyalty Not by default! In the app world the world produce 90 million apps/year, but the users download up to 3/year. In the FMCG world, in each segment you have 10 alternatives to select. In the Service industries, personal service and reputation is the driver of growth. In all these, if your Brand is offering value-add exchanges with Customers, they will come back. Brands are more Trusted The owner? The organization? The employees welfare? The culture? The partners? The probable crisis? Trust is a puzzle of many things combined. For sure, Trust is created in all company s touchpoints with audiences, in all services, in all customer support, in all interactions.

7 4 Brands justify premium The lower-cost-higher-value is disrupting the old-logic of premium pricing. Give them more: content, service, support, benefits, attention, space, opinion, advices or they ll click away in 5 5 Brands are appealing investment entities Yes, they are, gaining a momentum over blurred propositions. In the startup world we have only approx unicorns. In the transforming legacy industries, the new investment is M&A s to save on synergies and scale. Investors look opportunistically for industries, countries, and quick returns 6 Brands aren t important There are always the non-believers. But Brand equity theory and statistics have proven for long that Brands produce a 20% higher margin, demand and reputation scales them up easier, and they have a more concrete long-term view of the world (innovating and evolving).

8 7 8 Everything is Digital Yes, digital will be the facilitator (3.196 billion people using social media on the planet), but mind the gap of higher-income / older-groups, the transition in between digital interactions and real-life channels, and the digital clutter (7,6 billion webpages) Brands digital presence secures best results Interactivity and Viewability doesn t equal sales results, growth, and differentiation! We live in a world of 8 real interactions per impressions. Only the 38% of web traffic is human (an average bot-net can produce 1 billion fraudulent online ad impressions a day) 9 Advertising is dead (Seth Godin 2008) No, it s not! We ve gone from being exposed to about 500 ads a day back in the 1970's to as many as 5,000 a day today. Digital ad spending reached $209 billion worldwide (social ad spend is the 16%). TV is at $178 billion.

9 10 Our target is Millennials Mind that baby-boomers outspend in nearly every category (USA, EU). Action: plan for realities, not cliché ; don t have a narcissist strategy; target real people and customer journeys 11 Own-Earned-Paid media In the next 20 years, the physical and digital channels will co-exist. So it is only wise to plan your Strategy and Tactics mirroring real-life, audited, and measurable Customer Journeys

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12 Stability Founders Syndrome An app, a shop, a legacy organization, a tech startup, a service provider are all always threatened by the Founder s syndrome If that happens, the impact is on Brand, Tactics, Policies, Employer brand, Customer and Marketing Adolescent Prosperity Pre-mature aging Unfulfilled entrepreneur Aristocracy Early bureaucracy Bureaucracy, oldmodel Founder s trap Child age Child period mortality Toddler age Business Idea Unfulfilled Idea Death

13 The New Brand context

14 Convenience Engagement Empowerment Productivity Inclusion Sustainability Efficiency Experience Innovations

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16 Likelihood to re-purchase Marketers new scope High Hostages Loyalists Low Defectors Low Likelihood to recommend Mercenaries High

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18 No matter how big or small, how modern or renewed proposition your Brand is measured

19 Brand value Become the most known brand in the world Visibility Turnover Become the biggest company in the world

20 Brand Strength metrics Brand strength index Brand strength expressed as a Brand strength index score out of 100 Brand royalty rate Brand revenues x x = BSI score applied to an appropriate companyspecific royalty rate Royalty rate applied to forecast revenues to derive brand revenues Brand value Post-tax brand revenues are discounted to a net present value (NPV) which equals the brand value

21 Marketing transformed

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24 Some stimuli for your planning EXTERNAL OUTREACH & KEEPING PROMISES

25 Promises Verifications Publicity Environment Corporate literature Behavior Personal selling (B2B) BRAND BRAND BRAND Product Office signage Trade advertising Services Client decision

26 Customer journey / Buying cycle Entrepreneur Freelancer Service provider Wholesaler Industrial product SaaS platform / app Entrepreneur Freelancer Service provider Marketplace Single product/fmcg SaaS / App Social enterprise B2B B2B2C B2C Product market fit / Research Rational benefits / Value-exchange Pricing strategy Insight Mining (for Buyer persona) Geography Partners / Certified / Scale Networking pre-sales leads / ERP Physical network / Salesforce Touchpoints performance e-on-boarding e-services (sales-funnel tactics) Customer support / service Product market fit / Research Emotional benefits / Value-exchange Pricing strategy Insight Mining (for User profile) Distribution / Stores / Platform Partners / Certified / Scale Logistics / CRM Consumer panel Sales growth tactics Thought leadership tactics Innovation tactics (co-creation) Brand Storytelling tactics Culture & Employer Brand Online presence & Social media Most Wanted Action (in everything you do) EXTERNAL OUTREACH ACTIVATIONS BRANDING (the company) Management team Corporate Social Responsibility Sustainability hard-facts Partners credibility Culture / Employee / Advocacy Crisis-ready Spokespeople-ready History milestones BRANDING (the offering) Have a sales funnel Best CX / UX in all Fast, easy, trusted Value-add exchanges & relevant pricing strategy Your people factor (off-and-online) Measure Customer satisfaction Promote achievements BRANDING (the community) Building ambassadors Active and engaged employees Yearly social media activation Differentiators Give space to the audience (ie. Consumer panels, A/B test, Innovations launched) Promote the community and how it adds value to the offering and the company Goodwill (contributes) Innovations Trusted Own media / Blog Linkedin Paid media Partnerships AARRR Customer Value Optimization Brand experiences Website Customer journey touchpoints Paid media Social media F2F / Events / Activities Brand experiences Social / Earned media Native content / Influencers Newsletters

27 Market Leadership? Build perceptions Perceptions Elements Transformation Transforms Visibility Visible Value Offering offering Company Successful success Trusted Innovation Innovative Performs Positive contribution to business / industry and society Which companies spring to mind when you think the X industry Supports customer throughout the lifetime of asset / service Genuinely successful, going beyond pure financials A trusted partner Offers the deepest insights into the future challenges of the X industry Delivered on complex projects / Customer support / Processes Solutions helping industry, people, learning (CSR) Likely to be recommended Value for money, New services Strong and visionary CEO Leads the way in excellent customer service (staff) Most innovative solutions / Reports / Surveys published The most skilled and competent employees

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