2020 Brands Presentation Final

The world’s greatest brands: 2020(and what you must be doing now to make it onto that list…)

Worry about market share…

But also be concerned with ‘share of voice’…

…and what O2 calls ‘share of customer’

Of course, the really smart brands are currently working on ‘share of heart’

Inviteoutsiders into your business…

How well do you relate to the changing world outside your brand bubble?

Can you identify your most valuable data?

How well do you use data?

Is your data accessible to the whole organisation?

Does your data help you tell stories?

“…and we’ll spend what’s left of the budget on PR…” IT’S TIME FOR A RETHINK

In the world outside the brand bubble, a world

beyond coverage & column inches…

PR is the future engine room,

the lifeblood of much-loved and famous brands…

PR = THE NEW

POWERBASE OF MARKETING

Meet the newest appointment to your board of directors – take social seriously

Once you plug in, there’s nowhere to hide…

“Advocacy has replaced loyalty at the top of the marketing pyramid. We give too much importance to ‘impressions’ and not nearly enough to ‘expressions’.”

Joseph Tripodi CMO Coca-Cola

Be fast, be focused, be flexible. Most importantly, be humble…

“The journey is

finished”

“If it’s a good idea, we don’t wait for a consensus. Waiting for a consensus means endless meetings and no decisions. When we find the idea that will make a difference to consumers, the entire organisation gets

behind it with an intensity, a drive, a

passion and an energy that is rare and unseen elsewhere.”

Camillo Pane, SVP, global healthcare category, Reckitt Benckiser

In many ways we’re just getting started. If we are going to lead as the world returns to growth, we are going to have to

remain constructively discontent.Muhtar Kent, Chairman and CEO, Coca-Cola.

“Believing your own hype is like breathing in your own exhaust fumes.” Clyde Tuggle, SVP, global public affairs and communications,Coca-Cola, 1989-present day

What do you do when customers stop coming to you?

(is bust)

Brands which have a purpose beyond profit have increased in value by 87% over five years.

Those not seen as ideals-driven have grown only 43%. BrandZ, Millward Brown, 2012.

Hearts and minds

FAILURE IS NOT AN OPTION.

IT’S A NECESSITY.

“To get anywhere near achieving a culture of creativity that can make your business stand out, you need people who are more excited by what is possible than they are scared of looking foolish if they’re wrong.”

Andy Fennell CMO Diageo

“The most powerful force in the universe isn’t

technology, it’s imagination.”

Stefan Olander, VP, Digital Sport, Nike

Winning in 2020 requires: IMAGINATION NOW

‘Famous brand 2020’ checklistConcentrate on ‘share of heart’Get out of your brand bubble - invite outsiders inCustomer data is key - make it work harder Learn to be storytellersRethink what PR means in 2012Be humble, be good, win advocacy, win trustDon’t be afraid of failure – creativity requires bravery Imagine the world in 2020…and then make it real

Thank you. Keep in touch…