Joanna Lord, VP Marketing, Porch - The Future of Brand
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Transcript of Joanna Lord, VP Marketing, Porch - The Future of Brand
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The Future of a BrandAdapt or Die:
@joannalord VP of Marketing
Porch
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things have changed.
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things have changed.
429 of the original Fortune 500 companies [1955] are no longer in
business today. adapt or die.
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19th Century BRAND = “TRADEMARK”
The first definition of “brand” is the name given to a product or service from a specific source. Traditionally the logo, colors, and possibly voice of brand. Brand identity at it’s purest.
20th Century BRAND = “THE BRAND”
The intangible sum of a product’s attributes. Marketers realized that they could create a specific perception in
customers’ minds concerning the qualities and attributes of each non-
generic product or service.
21th Century BRAND = “BRAND”
What your prospect thinks of when he or she hears your brand name. All the
things: product, com pay, team, community, marketing, voice, affinity identity. More powerful that ever is
seeing loyalty and community.
the evolution of a brand
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Over 150M projects uploaded. Over 3M professionals. Over 1M homeowners.
In 1,700 Lowe’s nationwide. Data coverage on over 99% of the U.S. homes.
Over 200,000 person community. Over 1.5M monthly visitors to Porch.
Over 100M in fundraising. Over 500 employees.
Over 1B dollars in projects done. Only a year and a half old.
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what makes a great brand?
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pillars of a great brand
product team community+ +
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but what makes a brand
really stand out?
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Driven by ever more demanding customers, pushed by emerging market competitors,
and inspired by companies like Apple, many businesses are re-discovering the power of
creativity and design, increasing investment in innovation, and trying to better
understand how brands drive their business.”
!
-Millward & Brown
“
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so how do they do it?
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it’s time to rethink the responsibility of a brand.
[reframe]
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present a value exchange beyond the product.
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create a rally point worthy of their time.
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simplify, grow, everyday
give people the power to share
make the world your home
be less busy
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why do you wake up every morning?
the world wants more of that.
simplify, grow, everyday
give people the power to share
make the world your home
be less busy
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why do you wake up every morning?
the world wants more of that.
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Every day we run up the stairs and we ask ourselves “how can I help a
homeowner love their home” or “how can I put the professional in a
better place.”
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empower your consumers.
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It’s all about permission marketing. Which is shorthand for understanding the boundaries from brands in a world where customers are in control. We believe the next step along this curve will be the notion of digital permission: the granting of rights by customers within the digital world.!!
- Seth Godin
“
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let’s bring this full circle
things have changed.
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You must do it better than it’s !ever been done before.
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thank you.Questions? ping me.
i love talking about this stuff. @joannalord