Building Relentlessly Relevant Brands

SCOTT DAVIS CHIEF GROWTH OFFICER

Building Relentlessly Relevant BrandsRe-Earning Loyalty Every Single Day

Smell like a Whopper: Burger Kingwill sell cologne in JapanAssociated Press, March 2015

Definitions of Relentless:

Oppressively ConstantIncessantPersistentContinuousTenacious UnabatingNon-StopNever-EndingUnceasingUnwaveringUnremittingPertinacious

Leaders of relentlessly relevant brands think differently…

Prepared for Chicago AMA’s BrandSmart Conference 5Proprietary and confidential. Do not distribute.


Sources: The Verge

Relevance is no longer a moment in time, and no brand can assume enduring loyalty


Every brand needs to think like a challenger


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


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!


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%


So How Do You Define a Relentlessly Relevant Brand?

11

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:

Prepared for Chicago AMA’s BrandSmart Conference 12Proprietary and confidential. Do not distribute. 12

Consumer Obsessed Distinctively Inspired

Ruthlessly PragmaticPervasive Innovators

How the Best Brands Attain Relentless Relevance


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


Know what your purpose is and why you exist. Inspire employees and stakeholders and they will, in turn, inspire your customers


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!



Leverage employees and loyal customers as allies. Give them a reason to love you and influence others to do the same.


Give customers what they want, through any channel, in ways that make them remember and talk about you in remarkable ways


Drive a series of consistent moves to keep your brand fresh, relevant, inspired, and “in your customer’s face.”



When These Five Work Together Relentless Relevance Becomes The New Norm





























































Prepared for Chicago AMA’s BrandSmart Conference 30Proprietary and confidential. Do not distribute. 30

Not to be outdone by Burger King…


Scott Davis Chief Growth Officer

[email protected]

@scottdavisshift

@forbes.com/sites/scottdavis/

prophet.com

mailto:[email protected]

Building Relentlessly Relevant Brands

Marketing

company telemarketing

company source

company salesperson

company sales material

special offer

company product reviews

relevant brands

old brands