Brand is the fight back for 2020 to 2021

Brand is often the unspoken powerhouse of your company, marketing and brand can really push you forward for the rest of 2020 until the end of 2021. Think more brand coaching over brand policing, use know - like - love framework, remember brand is the emotional connection: thoughts - feelings - memories and understand that in 2020 and lockdown we have found a new category, good enough vs good, better, best.

Transcript

1. Brand Is The Fight
   Back 2020 - 2021
   June 2020
   Danny Denhard
   www.focus.business
   

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2. It’s been a tough 3 - 4 months.
   We all want ways to come back.
   Brand might just be the leader we
   needed. Here’s how…
   

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3. I believe Brand is going to be the battleground
   for H2 2020 to H2 2021
   

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4. Remember in 2020:
   The Consumer has the ultimate decision of the
   future!
   Consumer choice and knowledge = power
   Brand can be your superpower.
   

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5. Brand 101
   

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6. Real Brand flows throughout everything you do:
   Brand starts from:
   The moment they
   hear about you
   Finds or
   discovers you
   See on social
   Customers interact with
   you and your product
   The order The packaging
   The email confirmation The customer service
   The returns
   process
   

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7. 7
   History Of The Modern Brand
   2000 - 2005
   Brand and product is
   king, queen and
   everything between
   PRE 2000
   Just large brands
   2010 - 2013
   Search was the core part
   of the evolving world, it
   became product +
   keyword specific
   2005 - 2010
   Digitalising world,
   product and keyword
   specific (brand is still
   important)
   2019 - 2020
   Review sites are
   noisy and
   inconvenient
   2015 - 2018
   Social World, spray
   and pray (do we need
   brand)
   2020+
   WHAT THE HECK IS
   GOING ON?
   

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8. Are you a brand that people need?
   Or
   People want?
   (Desire is important too)
   

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9. Understanding if you are a:
   (1) One and done brand
   (2) A brand that is going to be an utility
   Or
   (3) Something that will be generational and passed
   down
   

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10. We have: users → customers → fans → advocates
    

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11. We have: users → customers → fans → advocates
    Do you really?
    

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12. Brand Coach - Don't Brand Police
    Think Internal brand vs External brand.
    Ensure internal and external are aligned & consistent
    

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13. Understand where you live in:
    Know
    Like
    Love
    

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14. Understand where you live in:
    Know
    Like
    Love
    If you aren’t known you will struggle
    If they like you, why? + How are you
    going to push to love?
    If they love you, say thanks quickly.
    What can you do to optimise this
    

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15. Understand where you live in:
    Know
    Like
    Love
    If you are unsure you live
    here
    

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16. Consider This:
    For the first time, there are many very
    experienced leaders who just don't know the
    answer. This is an opportunity for brand and
    product leaders to step up, collaborate and
    offer solutions and insights.
    Be proactive!
    

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17. Brand Power
    

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18. The ultimate Brand power move would a be
    Coca Cola (or equivalent) launching a new
    limited edition flavour or a retro release of New
    Coke
    

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19. Right now a brand has to be more than just:
    - A product or set of products
    - Clear positioning
    - Consistent messaging
    - A well defined identity
    

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20. A brand from neuroscience is emotional
    connections:
    Thoughts - feelings - memories
    = Experience with product or brand
    

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21. The only way you can earn people’s trust is by:
    - Always keeping your word
    - Great quality of product
    - Delivering on what you’ve promised
    - Or going above all of these
    

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22. Survival!
    Will brand, purpose and values be a choice - be
    careful with expectations (internally and with
    consumers)
    

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23. Questions To
    Answer
    

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24. Question: How many reserves do your company
    have?
    Why? So many companies just do not have the
    reserves.
    You will have to scrap, you will have to pivot,
    you will have to test and learn, this isn't
    typically what the everyday company do and
    brand leads struggle to operate in this mindset.
    

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25. There Is An Opportunity…
    

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26. It can be considered a levelled playing ground -
    in a famous survey, it was found in life changing
    events, humans will try new brands.
    For new, challenger and startups you have the
    opportunity to play on.
    Big brands can also leverage however changing
    your messaging and targeting might be harder
    

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27. Brands need to stop talking before they do the
    walking.
    There has been too much noise on social, if this
    does not translate, expect your brand to take a
    real hit in coming quarters
    

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28. Find your relevancy
    Find your relevancy
    

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29. Normal?
    

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30. The Question Everyone Is Scared To Ask:
    Are we returning to ‘normal’?
    

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31. Human behaviour shifts
    Community Help vs
    Panic Buying vs
    The Community Clapping
    

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32. There might be a new category that was
    created in lockdown
    - Good enough (+made at home)
    - Good
    - Better (+made at home)
    - Best
    

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33. Good enough +made at home
    Good
    Better +made at home
    Best
    
    Got Smaller
    Opportunity to get bigger
    

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34. Good enough
    Good
    Better
    Best
    Many consumers have
    realised they can get
    better produce, cheaper
    produce or make or
    bake better at home
    

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35. Brands happily gave away their ‘secret sauce’
    

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36. In recent times we have seen three brand types
    

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37. 1. Noisy aka partner play - seen and heard
    everywhere - being there with you (partner play)
    2. Taker aka save us - support us, we need you
    3. Silent aka working through the chaos - we
    are just working and getting stuff done in the
    background
    

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38. You will have been
    categorised.
    Be sure you can recover or
    leverage this connection,
    especially if you are a brand
    that can be felt, worn, eaten
    or drunk, others will struggle
    to be drive an additional
    emotional connection.
    1. Noisy aka partner
    play
    2. Taker aka save us
    3. Silent aka working
    through the chaos
    

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39. FMCG Example: Shopping Behaviour Shift
    • Basket spend has increased vs visit several times per
    week
    • Online shopping ramped up
    • Is there an expectation of this to increase? Yes it’s an
    accelerated this online shopping trend
    • Ocado went for rewarding loyalty ~ the 1%-ers
    • Brand wins for known emotional brands
    • Down for brands we take a chance on in store
    

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40. Will we see?
    Choice vs Habit?
    This is where brand loyalty will come in
    

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41. It will be the
    Survival of the fittest
    Or
    Survival of the Scrappiest
    

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42. Scrappiest
    We have seen a trend of large brands going
    DTC - Heniz & Pepsi (PantryShop.com &
    snacks.com) vs supermarkets vs farm shops
    

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43. Bike Sales - 1.3m sold in 3 months
    Got storage?
    

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44. 1. Baking at home
    2. Self rising flour
    3. Toilet rolls
    4. Food boxes
    FYI Supermarkets
    stockpiled for Brexit
    

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45. Word of Warning:
    Brands just might find out they don't have
    brand market fit
    (Think “my brand does not fit in this market and for
    customers”)
    Understand this quickly as this is far more important than
    saying more.
    

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46. Products that can be connected to the home or
    appearance of the home and higher value…you
    have an opportunity.
    Be creative, target this feeling of my
    environment has to look nice and feel better.
    

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47. Near Future
    

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48. Generational Brands are going to be OK
    Lego is a generational brand but doesn’t always
    get the attention other generational brands do.
    This is an organic cycle from grandparent
    parent to child.
    This will continue.
    

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49. Retention and repeat purchasers will prove how
    important you are as a brand
    And good place to understand and track your
    metrics
    

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50. We (humans) are craving to be part of
    something bigger.
    As people we want to stand out and fit in, this is
    where brands can bring people together and
    make them standout
    

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51. Short Term
    We are living through the authentic phase
    (Zoom calls with celebrities, oddly being on
    brand webinars as b2c customers not b2b)
    This might be tolerated for the rest of 2020,
    where you feel conformable get around the
    same campfire.
    

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52. Short Term to Long Term:
    Understand where people find out about you and
    how they share your brand.
    1am new parent groups (On WhatsApp, Facebook
    Groups) are incredibly powerful and relied upon far
    more than you know
    

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53. Do you understand if you are an Invisible Brands or
    Visible Brands?
    It’s the additional connection…
    Brands you Wear, Carry, Feel. The trust we show by
    wearing a logo, especially luxury is status driving
    and being visible is going to be even more
    important. Billboard Time.
    

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54. Actions To
    Take
    

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55. Budget Management 101
    • Repurpose your marketing budget
    • Ask to pull forward spend
    • Or hold off for a bigger campaign
    

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56. Flip the Funnel
    Brand can be connected to any part of the
    funnel, concentrate on mid to bottom of the
    funnel while running cheaper more creative (in-
    house) top of funnel activities
    ❌ ✅
    

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57. If you are a challenger brand or a startup:
    This is time to take advantage of cheap
    advertising and having a real emotional
    element to advertising and market around your
    category and the problem you are answering or
    solving.
    

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58. Nostalgia is massively underused in marketing.
    Is love of the brand, the aspirational part of the
    brand?
    Coca Cola (Pepsi for me), Apple , Disney /
    Pixar, Tesla , etc
    

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59. Create a SWOT analysis, a SWOT will help
    kickstart your focus on brand.
    Share with senior leadership and show how you
    are going to be address the weaknesses
    and take on the opportunities
    and mitigate the threats.
    Ruthless Prioritisation
    

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60. Rites Of Passage:
    Be connected to rights of passages that might have been taken
    away or will be opportunities that others might miss:
    18th birthdays // leaving school // graduating // passing driving
    test.
    Going to uni
    People finally getting married // People getting lockdown
    divorce // Baby boom?
    

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61. Touch-less Opportunity To Leverage:
    There are many ways to leverage & turn you
    into a touch free or contactless brand, think
    devices or destinations to become billboards.
    

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62. 1- Advertising: Test out advertising channels,
    pricing is lower and plenty of big screen ad
    costs are slashed.
    2- Marketing: Concentrate on marketing
    channels you already have connections with
    customers on alongside timely messages.
    

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63. 3- Give Endorphin Rushes:
    Add a delightful moment to customers, personalised thank
    you's, if you are relevant create a real saving (if your brand
    can be associated with discounting) - if you can make people
    feel like they have received a bargain you will give an
    endorphin rush that will last.
    If you are a brand that is luxury or seen in the luxury
    category, know that there will be some "revenge spend" and
    you will give that real emotion endorphin rush.
    

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64. 4- Retention First:
    Concentrate on retention
    Retention is the new growth in 2020.
    

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65. Retention is likely going to be a bigger battle
    ground, get ahead.
    Book a session in with the right teams and see
    how you can update Email, Push and SMS
    

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66. The world of work has lost its focus.
    Take back your culture & strategy.
    Inspire your company again.
    

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67. 67
    +Thank You From Focus
    DANNY DENHARD
    Leaders, Stop Reactive Behaviour
    Be Proactive Today To Improve Your Company.
    Get
    FOUNDER
    E: DANNY@FOCUS.BUSINESS
    W: WWW.FOCUS.BUSINESS/MANIFESTO
    

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