Mat Braddy at WebTomorrow on How to Empower your team, to empower your brand?

Brand building from

the inside out.

Mat Braddy

Founding CMO of JUST EAT

@matbraddy

2

The greatest thing a brand can achieve?

Consumers buying it on autopilot.

3

Pilot brain.

Autopilot brain.

Rational messages.

e.g. Promotions,

prices etc. Short term action – a sale!

Emotional brand

messagingLong term habit

The Golden CircleSimon Sinek – TED talk ‘Start with the why’

Most beginners mistakenly start with the ‘what’

Real demand is generated when you start with the ‘why’

JE competitors always use ‘what’

ITS AN APP WITH YOUR

LOCAL TAKEAWAY ON IT

JUST EAT uses a ‘why’…

13

The mushy middle

14

Our category…

15

Rewrite the rules

16

Challenger brand aims

Why?

– We needed a marketing approach that yields high

growth momentum and punches hard against

large, but boring, competitors with huge budgets

Being a ‘Challenger’ means?

– Become a light house; not all things to all people

• This is not a focus group led process!

– Changing the category decision making criteria in

our favour

– Overcommitting to ideas

– Becoming the category thought leader

17

How we did it…

Internal workshops – 4+ days – who are WE?

– What do we believe?

– What is our personality and tone of voice?

– What is our philosophy around our product or service?

– What is our RALLY CRY??

18

Driving belief

Cooking is AWFUL

Product rock

Effortless and easy. Unlike cooking.

Attitude/behaviour

A spirited mischievous rebel.

21

22

23

BBC One 10 O'clock News BBC One Show

25

Aug-12

Sep-12

Oct-12

Nov-12

Dec-12

Jan-13

Feb-13

Mar-13

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Dec-13

Jan-14

Feb-14

Mar-14

JUSTEAT

Domino's

£7.9m

£3.2m

It really does work…

Takeaways

• Your mission: the FIRST thought in your category

• Humans function without thinking – rational

messages don’t build long term

• ‘Why’ not ‘What’ strategy

• Who are you? What is your passion as a team?

• Use this to build your lighthouse

• Overcommit & puncture the autopilot

• DON’T BE SO BORING!

27

28

Merci!

Any questions? Tweet me!

@matbraddy