7 Steps to Navigate the Digital-Social Revolution - Chapter 2: "Know What You Stand For".
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7 STEPS TO NAVIGATE THE DIGITAL-SOCIAL REVOLUTION EXPANDED VERSION 2. THE POWER OF BRAND EQUITY
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Chapter 2 of 7 on the digital-social revolution. Covering the emergence of Brand as a key differentiator in building business value. The term "brand" is often misinterpreted as simply referring to a visual identity. It is so much more - it is the experience people have of your organisation, it is the connection that they feel and most importantly it is the reason customers buy. This share explores brand and its significance in building equity. References include: The New Zealand All Blacks (and rugby), Harley Davidson, Apple, Virgin Atlantic, Lego, IBM, Air New Zealand safety videos, and Spotify. It references work from Idris Motee, Fast Company & Millward Brown.
Transcript of 7 Steps to Navigate the Digital-Social Revolution - Chapter 2: "Know What You Stand For".
7 STEPS TO NAVIGATE THE DIGITAL-SOCIAL REVOLUTION
EXPANDED VERSION2. THE POWER OF BRAND EQUITY
KNOWING WHAT YOU STAND FOR IS…
THE POWER OFBRAND EQUITY.
2. KNOW WHAT YOU STAND FOR
UNDERSTAND THE POWER OFBRAND EQUITY
FOR MANY OF 4.4 MILLION PEOPLE IN NEW ZEALAND…
2. KNOW WHAT YOU STAND FOR
THAT EQUITY IS IN THE GAME
THEY PLAY
AND NATIONAL TEAM THEY SUPPORT.
2. KNOW WHAT YOU STAND FOR
UNDERSTAND THE POWER OFBRAND EQUITY
SINCE 1905 – THEY HAVE BUILT…
A WORLD BEATING RECORD.
30 test wins in a row on home soil, is a world record
Double their opposition’s score on average
75% of the time they win a test match, that is 379 wins out of 501
82% of test matches won in the last 10 years
80% of the time they’ve held the no.1 international position
WHAT THEY ARE KNOWN FOR THOUGH IS SOMETHING ELSE.
THE HAKA – PERFORMED AT THE BEGINNING OF A MATCH
WHAT THEY ARE KNOWN FOR THOUGH IS SOMETHING ELSE
A WAR CRYTHAT
CROSSES CULTURES,DATES BACK
GENERATIONS
ANDSTIRS PASSIONS.
INBUSINESS,
YOURWHY
ISWHAT
PEOPLEBUY.
Acland St, St Kilda, VIC Australia - 2 Aug 2013
WHY IS…A PERSONALITY.
WHY IS…PERSONAL.
WHY IS… AN ATTITUDE.
WHY IS… A POINT OF VIEW.
WHY IS… SOCIALLY CONNECTED.
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WHY IS… AN EXPERIENCE
WHY IS…
EARNED OVER TIME.
AND WHY HELPS PEOPLE DECIDE
WHAT
WORKS BEST FOR ME?
AND
FOR A BUSINESS?
YOUR WHY IS
YOUR BRAND.
IDRIS MOTEE 2013
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KNOW WHAT YOU STAND FOR...
AND YOU CAN MAKE THE ORDINARY EXTRAORDINARY…
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AND DRIVE SUSTAINED MARKET ADVANTAGE, WITH YOUR BRAND EQUITY.
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WHAT IS YOUR HAKA?
SO…
THANKS FOR YOUR ATTENTION.
7 STEPS TO NAVIGATE THE DIGITAL-SOCIAL REVOLUTION
CHAPTER 3COMING SOON…
3. DEVELOPSALES CAMPAIGNSTHAT NURTUREA RELATIONSHIP
HARD SELLING IS BECOMING
DECREASINGLYEFFECTIVE
