Future of New Brands and Branding

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Futurist Keynote Speaker: Posts, Slides, Videos - Marketing, Brands, Mobile Consumers, Big Data

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VIDEO CLIP: Why TRIBALISM is at the heart of all great BRANDS

Future of Brands – articles, videos and presentations on the future of brands, marketing, advertising and selling by Futurist conference keynote speaker Patrick Dixon.  Clients include Mcann Erickson and a host of multinationals such as Google, Microsoft, Nokia, Siemens, Unilever, Toshiba, Sara Lee, Virgin Atlantic, Air France, Diageo.

Brands are all about emotion – and emotion connects with memory, self-image, hopes, dreams and aspirations.  Strong brands appeal to many different senses:  sight, touch, smell, taste, sound – either within the brand itself, or in the way it is marketed.

Brands can be very long-lasting – especially if they trigger positive childhood memories.  Just look in your own kitchen storage areas.  You are likely to find in there some brands that your mother introduced you to.

All brands create tribes and tribalism is the most powerful force in marketing and brand development today.  We identify with a lifestyle, group, community, culture.  If you want to understand the future of your brand, connect with customer emotion, and consider how those emotions could change. 

Superbrands can be created rapidly – look at the rise of Lady Gaga in the first three years after her launch as a singer, or YouTube which became the world’s largest TV station within 3 years of launch.  Neither of them achieved Superbrand status because of mega advertising campaigns.  Both were driven to a significant extend by people who connected emotionally, and promoted to their own friends.

Market research / surveys / focus groups are all important but limited tools.  Important because they keep us close to where customers are right now.  Limited because customers change their minds – often at great speed.  Market research often gives wrong answers – take for example surveys of banking customers with deposits in Icelandic banks before and after the banking crisis.  That’s why we need to “Future” our customers, to map out their likely future responses to today’s questions.

Corporations either invest in or “spend” the value of their own brands. Brand development takes time to build – and is always hard to justify on short-term measures. Brand spending is an easy way to increase profits in the current year – drawing on past good-will and customer awareness – but can be disastrous to long-term corporate health, if investment is neglected.

The next generation of the digital age is forcing a mega-change from hype and spin to information and revelation.  Brands are being made and broken online, by the comments of strangers – who are usually believed more than marketing copy on corporate websites. 

Many global advertising agencies are struggling to keep pace – especially as traditional media are losing audience, and saturation coverage national brand campaigns become harder to organize effectively.  Gone are the days when advertising regularly on a couple of TV channels would guaranteed increased brand awareness.

Rebranding is always a risky process:  if the brand is already weak, the risk is confusion in customers’ minds, to the point where you are almost starting afresh.  If the brand is fairly strong, a complete brand refit will rarely make sense, unless it refreshes, renews and re-invigorates.

The boldest rebranding exercises are usually as a result of a major acquisition
, where an existing brand is killed off completely, compensated for by the immediate transfer of identity to a well-recognised and larger brand.

All brand and marketing directors of large companies need well-developed strategies for social networking.  This is not some fad that is limited in reach or will go away.  These communities are rapidly evolving, have enormous brand power, and will ultimately rule the future image of your business – in ways hard to imagine today.

It all comes down to personal branding:  every brand we identify with is an expression of our own identity.  Understand where a hundred million personal indentities are going, and you have the key to your future brand campaign.

Future of Marketing - read more here

Presentations on brands, marketing, advertising, consumer trends and social media

Living the Brand - conference keynote to global team of ISS - global Facilities Management and Services organisation with over 520,000 employees.  Slides formatted for 50 metre by 8 metre screen.

Future consumer trends in Europe - how European consumers are changing, winners and losers in retail. The impact of technology, demographics and social trends on consumer behaviour, attitudes and lifestyle choices. How manufacturers, service providers and retail outlets will have to change to survive.

Building a Better Business - the key to management, marketing and motivation - and the $20,000 marketing / brand challenge. Leadership training for Barclays Bank / ABSA bank (South Africa, regional focus, Middle East)

The Future of Branding, Advertising and Marketing Agencies - and who on earth is going to make any money out of it all? Will agencies be paid on commission or ideas? Intellectual copyright. Why the industry is going to face major restructuring. The threat from radical new players like Google Adsense and what corporations are going to want from agencies in future. Marketing trends and opportunities. Keynote slides for McCann Erikson conference.

Book Patrick Dixon as a conference keynote speaker / discuss your event on the future of brands and marketing.


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