Building Relentlessly Relevant Brands
Transcript of Building Relentlessly Relevant Brands
SCOTT DAVIS CHIEF GROWTH OFFICER
Building Relentlessly Relevant BrandsRe-Earning Loyalty Every Single Day
Definitions of Relentless:
Oppressively ConstantIncessantPersistentContinuousTenacious UnabatingNon-StopNever-EndingUnceasingUnwaveringUnremittingPertinacious
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Sources: The Verge
Relevance is no longer a moment in time, and no brand can assume enduring loyalty
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Every brand needs to think like a challenger
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Awareness DriverAdvertising (TV, print, online ads) Friends and family who volunteered their opinion
Observing people use product/brand
Research conducted online
Friends & family from whom you sought out opinions
Information at store or on-shelf
Company's website
Promotion/sponsorship from the company
Sales material by company that came to you
Product reviews by experts, peers
Research conducted offline
Sales material by company that you sought out
Salesperson at point of sale
Direct mail with special offer from company
News media
Email/text message with special offer from company
Telemarketing with special offer from company
Purchase DriverFriends & family from whom you sought out opinions
Friends & family who volunteered their opinion
Research conducted online Promotion/sponsorship from the company
Product reviews by experts, peers
Company's website
Information at store or on-shelf
Research conducted offline
Observing people use product/brand
Advertising by the company Sales material by company that you sought out
Sales material by company that came to you
Direct mail with special offer from company
Salesperson at point of sale
News media
Email/text message with special offer from company
Telemarketing with special offer from company
Source: Prophet Consumer Research; Jack Morton : The Year of Experience Brands
Most
Least
You no longer drive preference, your target consumer does… and define relevance as a result
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1 DIY Empowerment
2 Shared Economy
3 On-Demand Service Mentality
4 Knowledge Sourcing Communities
5 Winning Validation
6 Considerate Choices
7 Personalized Service
There is a new generation of brands that are winning the relevance war through pervasive consumer participation and engagement. Old brands take heed!
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This sounds great, Scott! But we think you’re full of it. What are consumers saying?
Source: Prophet brand survey, n = 1000
I choose brands more for how they connect with my life than for being widely known and advertised.81%
I’m more loyal to brands that continue to find new ways of being relevant in my life.80%
I am more loyal to a brand that I can engage with on my own terms.72%
My ability to interact with/help shape a brand is important when choosing what brand I buy. 59%
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So How Do You Define a Relentlessly Relevant Brand?
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Relentlessly Relevant brands consistently inspire us and move us to action. They make smart, bold moves that amaze customers, push competitors out of consideration, and – at times – define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are.
Relentlessly Relevant brands engage, surprise and connect. They delight, disrupt and deliver. They are restless. They push themselves to earn and re-earn customers’ loyalty – and they define and redefine what’s possible in their categories and in our world. Those companies that have built RELENTLESSLY RELEVANT brands generally have four common characteristics:
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Consumer Obsessed Distinctively Inspired
Ruthlessly PragmaticPervasive Innovators
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There are five tenants core to driving relentless brand relevance
Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
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Know what your purpose is and why you exist. Inspire employees and stakeholders and they will, in turn, inspire your customers
Know and Love Your Purpose
Provide the democratization
of technology
AppleProvide a third refuge
StarbucksEmpower women to find
their inner beauty
Dove
Provide unconditional personal service
ZapposProvide magic
moments
DisneyProvide affordable
luxury
IKEA
Celebrate the athlete within each of us
NikeBe irreverent, rule
breakers, regardless of category
VirginBe unconventionally,
fashionably affordable
H&M
Become THE brand that defines the category. Be clear, intentional, and aggressive!
Own Category Clarity
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Leverage employees and loyal customers as allies. Give them a reason to love you and influence others to do the same.
Arm Your Communities
Give customers what they want, through any channel, in ways that make them remember and talk about you in remarkable ways
Create Infinite Remarkable Experiences
Drive a series of consistent moves to keep your brand fresh, relevant, inspired, and “in your customer’s face.”
Drive a Continuous Stream of Bold Moves
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When These Five Work Together Relentless Relevance Becomes The New Norm
Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
When These Five Work Together Relentless Relevance Becomes The New Norm
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Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
When These Five Work Together Relentless Relevance Becomes The New Norm
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Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
When These Five Work Together Relentless Relevance Becomes The New Norm
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Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
When These Five Work Together Relentless Relevance Becomes The New Norm
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Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
When These Five Work Together Relentless Relevance Becomes The New Norm
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Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
When These Five Work Together Relentless Relevance Becomes The New Norm
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Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
When These Five Work Together Relentless Relevance Becomes The New Norm
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Know and Love Your Purpose
Arm Your Communities
Own Category Clarity
Drive a Continuous Stream of Bold Moves
Create Infinite Remarkable Experiences
When These Five Work Together Relentless Relevance Becomes The New Norm
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Not to be outdone by Burger King…
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Scott Davis Chief Growth Officer
@scottdavisshift
@forbes.com/sites/scottdavis/
prophet.com