Future of Artificial intelligence - discussion on AI opportunities and Artificial Intelligence threats. From AI predictions to Artificial Intelligence control of our world. What is the risk of AI destroying our world? Truth about Artificial Intelligence

Future of Sales and Marketing in 2030: physical audience of 800 + 300 virtual at hybrid event. Digital marketing / AI, location marketing. How to create MAGIC in new marketing campaigns. Future of Marketing Keynote Speaker

TRUST is the most important thing you sell. Even more TRUE for every business because of AI. How to BUILD TRUST, win market share, retain contracts, gain customers. Future logistics and supply chain management. Futurist Keynote Speaker

How to make virtual keynotes more real and engaging - how I appeared as an "avatar" on stage when I broke my ankle and could not fly to give opening keynote on innovation in aviation for. ZAL event in Hamburg

"I'm doing a new book" - 60 seconds to make you smile. Most people care about making a difference, achieving great things, in a great team but are not interested in growth targets. Over 270,000 views of full leadership keynote for over 4000 executives

Futurist Keynote Speakers - how Futurist Keynotes transform events, change thinking, enlarge vision, sharpen strategic thinking, identify opportunities and risks. Patrick Dixon is one of the world's best known Futurist Keynote Speaker

Futurist Keynote Speaker: Colonies on Mars, space travel and how digital / Artificial Intelligence / AI will help us live decades longer - comment before keynote for 1400 at Avnet Silica event

Future of Travel and Tourism post COVID. Boom for live experiences beyond AI. What hunger for "experience" means for future aviation, airlines, hotels, restaurants, concerts halls, trends in leisure events, theme parks. Travel Industry Keynote Speaker

Quiet Quitters: 50% US workforce wish they were working elsewhere. How engage Quiet Quitters and transform to highly engaged team members. Why AI / Artificial Intelligence is not answer. How to tackle the Great Resignation. Human Resources Keynote Speaker

The Great Resignation. 50% of US workers are Quiet Quitters. They have left in their hearts, don't believe any longer in your strategy. 40% want to leave in 12 months. Connect with PURPOSE to win Quiet Quitters. Human Resources Keynote Speaker

Future of Human Resources. Virtual working, motivating hybrid teams, management, future of motivation and career development. How to develop high performance teams. HR Keynote Speaker

Speed of change often slower than people expect! I have successfully forecast major trends for global companies for over 25 years. Focus on factors driving long term changes, with agile strategies for inevitable disruptive events. Futurist Keynote Speaker

Agile leadership for Better Risk Management. Inflation spike in 2022-3 - what next? Expect more disruptive events, while megatrends will continue relentlessly to shape longer term future globally in relatively predictable ways. Futurist Keynote Speaker

Crazy customers! Changing customer expectations. Why many decisions are irrational. Amusing stories. Lessons for Leadership, Management and Marketing - Futurist Keynote Speaker VIDEO

Chances of 2 people in 70 having same birthday? Managing Risk in Banking and Financial Services. Why the greatest risks are combinations of very unlikely events, which happen far more often than you expect. Keynote speaker on risk management

Compliance is Dead. How to build trust. Reputation of banks and financial services. Compliance Risks. Why 100% compliance with regulations, ESG requirements etc is often not enough to prevent reputational damage

Life's too short to do things you don't believe in! Why passionate belief in the true value of what you are selling or doing is the number one key to success. Secret of all leadership and marketing - keynote for 1100 people in Vilnius October 2021

Future Manufacturing 5.0. Lessons from personal life for all manufacturers - why most manufacturing lags 10-15 years behind client expectations in their day to day life. Manufacturing 4.0 --> Manufacturing 5.0. Future of Manufacturing Keynote

80% of sales are won or lost in 3 seconds, How to grow your business by giving attention to small things that really matter. Future of Marketing, Futuris Keynote Speaker - Pardavimu formule in Vilnius

Trust is the Most Important Thing You Sell. Managing your Reputational Risk - vital lessons for all leaders. How to build trust with key customers and markets. Futurist Keynote Speaker

Warm up your Brand - Branding Power - Future of Marketing

Futurist Keynote Speaker: Posts, Slides, Videos - Future Marketing Keynotes, Mobile,Digital Consumer

* Patrick Dixon is author of 16 books including Building a Better Business, and has given conference keynotes at events for many of the world's largest corporations on issues such as multi-channel marketing, image, brand and consumer trends.

What if we could add 10% to the impact of every global brand, 20% to the power of every mission statement?

Too far fetched?

Every month we are exposed to $1 billion in advertising, and 30,000 brand names are clamouring for our attention.  The result is market fatigue, caused by overload.

At the same time, many old brand-building techniques are dying. For example it is now almost impossible to build high levels of national awareness through advertising on a limited number of peak-time TV shows, because of the huge increase in channels, online use, home cinema watching and so on.

A large corporation can easily spend more than half a billion dollars on a new branding exercise, coupled with new mission statement, corporate logos, identity, strap-lines and product re- launches.

Let’s pull back a little.

Even if we only add 0.5% to the impact of a marketing campaign, that may translate to a huge number of additional sales and a significant gain to the organisation. But in many cases we may be able to do far better than that.  And it’s all about…

Warming up the Brand

I often talk with leadership teams of large corporations about "warming up the brand".

Branding is about how a product is perceived, rather than the nature of the product itself.  So how do we adapt existing branding, logos, corporate image and advertising campaigns to the changing values of this new world?

Many brands are cold, clinical - and fail to connect with the passions people have.

The world’s top 10 brands measured by value: $ billions

1 Coca-Cola ($69.6)
2 Microsoft ($64.1)
3 IBM ($51.2)
4 GE ($41.3)
5 Intel ($30.9)
6 Nokia ($30.0)
7 Disney ($29.3)
8 McDonalds ($26.4)
9 Marlboro ($24.2)
10 Mercedes ($21.0)

The greatest and most valuable brands in the world are powerful symbols of our age, part of our history as well as our daily lives.

Long-lasting brands are special:  gaining affection of more than one generation. Few brands last more than a couple of decades.

Disney, Nike, Starbucks, Calvin Klein – these kind of brands connect with emotion, travel world-wide and transcend culture.

Power of Memories

Memories are deeply connected to brand power. Take the food industry - think about a favourite food you enjoyed as a child and the chances are it’s still sold in a similar way today.

But most brands die even faster than the short-lived companies that invented them – 60% of new companies are out of business in less than five years in the UK and US.   You never heard of them and never missed them, or their logos, mission statements, brands and advertising campaigns.

Brands have to adapt or be left behind. You can focus all you like on sales graphs and tables, brand mix, product lines and brand equity yet miss the most important fact of all:  are your customers still passionate about what you do?

People are changing in what they count as important, the brands they like, the advertising they approve of.

Future Feeling

New emotion is replacing old thinking so it is important to get a feel of the future.

Old thinking is cerebral – new thinking is visceral. From mind to heart, tangible to intangible.

One example of the new approach to life is the dramatic growth in alternative medicine, now used by 66% of all 35-49 year olds, who are often reacting against rationalistic Western medicine and its formal research methods.

The alternative medicine industry is worth around £1 billion a year in the UK while in the US there are well over half a billion consultations every year with alternative therapy practitioners.

Another example is the feminisation of management, with a new emphasis on emotional intelligence, intuition, empathy, co-operation and relationships, rejecting a macho, aggressive,  confrontational, task-orientated approach.

A third example is the boom in “mind and spirit” book sales, offering a fusion between mental, emotional, mystical and spiritual worlds.  Even brands are becoming like a religion.

As we have seen, every marketing proposition is the promise of better things. Brand religion is all about the belief that a particular brand will indeed create a better world.  It’s usually linked to similar belief in the values of the company.

Brands create their own “religions” or faith systems,    and we can actually watch this “faith” process at work in people’s minds.  Nuclear Magnetic Resonance is used in medicine for high-resolution imaging of organs like liver and brain. Scientists can use it to “watch” people think.

“I love my iPad”

Different areas of our brains light up, linked to products we are using or consuming – or think we are.

So people who believe they are drinking Coca-Cola rather than Pepsi reproduce their own classic “Coca-Cola” brain activity patterns, even if the brand has been switched without their knowledge.  It’s all to do with brand image, suggestion, previous experience and emotion.

How does your brand measure up? What parts of your customer's brains are you connecting to?  How can you connect more powerfully?  How warm and personal is your brand and marketing?

First step:  listen, watch, understand the very air your customers breathe, the details of the lives they live. Only then will you begin to see how to gain their attention in a more personal and relevant way.

Adapted from Building a Better Business book by Patrick Dixon.

 

 


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