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Building Global Brands

Jonathan Milne
Jonathan Milne

Building global brands through experiences rather than traditional mass marketing. Brand experiences include product experiences like Beats headphones Olympics campaign. Shopping experiences like Hellmann's recipe receipts. Customer service experiences exemplified by Zappos delivering "wow". Discovery experiences through interactive tours like the Heineken Experience. Community experiences when passionate customers share their enthusiasm like a blogger for Lululemon clothing. Digital experiences through content and platforms like Red Bull Media House across media. Strong brands participate in conversations and empower consumer advocacy rather than censorship.

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Building Global Brands Through brand experiences! Copyright 息 2012 by Jonathan Milne The opinions expressed are not necessarily those of my past or current employer(s).
I think what people want are brand experiences. I think the day of traditional mass marketing are kind of over. Ann Muhkerjee SVP and CMO Frito-Lay North America Source: www.businessinsider.com/frito-lay-cmo-the-days-of-traditional-mass-marketing-are-over-2012-7#ixzz21WuC7ngn Copyright 息 2012 by Jonathan Milne
The Shift in Building Brands Copyright 息 2012 by Jonathan Milne
Types of Brand Experiences Source: www.slideshare.net/jackmortonWW/best-experience-brands-a-global-study-by-jack-morton-worldwide-10365627 Copyright 息 2012 by Jonathan Milne
Examples of Brand Experiences Copyright 息 2012 by Jonathan Milne
Product Experience Although Beats was not an official sponsor during the 2012 London Olympics, they created an effective campaign called #showusyourcolor . They went straight to their consumers by offering national headsets in the colors of all of the competing teams. They leveraged an insight that athletes needed to focus before competing. It was a story worth sharing. Their campaign wasnt about the headphones. It was about the consumer expressing themselves through the headphones. Images and quote: http://tomfishburne.com/2012/09/marketing-worth-sharing-google-keynote.html/ Copyright 息 2012 by Jonathan Milne
Shopping Experience Hellmanns partnered with St. Marche, a Brazilian supermarket chain with 100 stores to launch an effective shopping experience campaign. After a customer finishes checking-out and paying for their groceries they would find recipes printed on the back of their receipt based upon the food they just purchased. Image: www.hellmanns.co.uk/brand/ http://mashable.com/2012/05/22/hellmans-recipe-campaign/ Copyright 息 2012 by Jonathan Milne
Customer Experience Zappos number one core value is Deliver WOW Through Service! Examples: Zappos sent flowers to a woman who ordered six different pairs of shoes because her feet were damaged by harsh medical treatments. Image: www.directdebit.com.au/index.php/category/member-engagement/ A customer service rep physically went Our biggest efforts revolve around to a rival shoe store to get a specific building likeability around our brand so pair of shoes for a woman staying at that consumers turn to a brand that the Mandalay Bay hotel in Vegas they trust, find reliable, and have an when Zappos ran out of stock. emotional connection with. Thats where service comes in! http://articles.businessinsider.com/2012-01-09/news/30606433_1_customer-service-zappos-center-services#ixzz21jZcBYSz Copyright 息 2012 by Jonathan Milne
Discovery Experience The Heineken Experience is not your traditional brewery tour. Not only do you get to learn about how beer is made but there are four levels of interactive displays that enable you to relate with the brand in fun ways. Plus at the end of the tour, you get to taste the beer!! Image: www.heinekenexperience.com/wall-of-fame/ Check out the Wall of Fame videos We're not the Heineken made by visitors. This is a great Museum, we're the Heineken example of brand ambassadors. Experience! http://www.heinekenexperience.com/experience/ Copyright 息 2012 by Jonathan Milne
Community Experience There is nothing better than passionate customers who are willing to share their experiences and satisfaction with the world. Image: luluaddict.blogspot.nl/ Carolyn Beauchesne, the blogger of Lululemon Addict has spent over Lululemon customers are famous for $15,000 on workout gear and is not their intense loyalty to the even into yoga. She blogs about all brand, even when it has strict return her favourite purchases and items policies which is the exact opposite to which is shared to a large Zappos! community of followers. http://www.businessinsider.com/lululemon-addict-why-she-buys-2012-9 Copyright 息 2012 by Jonathan Milne
Digital Experience Red Bull Media House's digital strategy is really about a 360-degrees approach through all the media segments: Print, TV, Online Media, Mobile, Music, Events and Games Red Bull is a energy drink company that has turned traditional Instead of simply being a paid sponsor of branding on its head by using events, Red Bull Media House creates digital media to create digital media content, unique experiences communities, fans and their brand and publicity which they can ultimately instead of using traditional monetize. No more traditional advertising advertising. here! http://www.redbullmediahouse.com/company.html Copyright 息 2012 by Jonathan Milne
Brands are not products or services, its all about P.E.O.P.L.E. Participate in conversations, rather than just being a subject of them Embrace and accept how other people interact with your brand never try to censor consumers. Open-Up your companys processes and become a transparent organization Platform enablement for consumers to communicate with each other and to express themselves Listen closely to what consumers are saying about your brand Empower consumers to become advocates, rather than just fans http://www.slideshare.net/rossspw/brands-are-people Copyright 息 2012 by Jonathan Milne
Top 15 Global Brands 2012 http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx Copyright 息 2012 by Jonathan Milne
Would love to hear your feedback https://plus.google.com/103855881503887222435 http://nl.linkedin.com/in/milnejonathan @jonathanmilne Jonathan Milne milne.jonathan@gmail.com Copyright 息 2012 by Jonathan Milne

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Building Global Brands

  • 1. Building Global Brands Through brand experiences! Copyright 息 2012 by Jonathan Milne The opinions expressed are not necessarily those of my past or current employer(s).
  • 2. I think what people want are brand experiences. I think the day of traditional mass marketing are kind of over. Ann Muhkerjee SVP and CMO Frito-Lay North America Source: www.businessinsider.com/frito-lay-cmo-the-days-of-traditional-mass-marketing-are-over-2012-7#ixzz21WuC7ngn Copyright 息 2012 by Jonathan Milne
  • 3. The Shift in Building Brands Copyright 息 2012 by Jonathan Milne
  • 4. Types of Brand Experiences Source: www.slideshare.net/jackmortonWW/best-experience-brands-a-global-study-by-jack-morton-worldwide-10365627 Copyright 息 2012 by Jonathan Milne
  • 5. Examples of Brand Experiences Copyright 息 2012 by Jonathan Milne
  • 6. Product Experience Although Beats was not an official sponsor during the 2012 London Olympics, they created an effective campaign called #showusyourcolor . They went straight to their consumers by offering national headsets in the colors of all of the competing teams. They leveraged an insight that athletes needed to focus before competing. It was a story worth sharing. Their campaign wasnt about the headphones. It was about the consumer expressing themselves through the headphones. Images and quote: http://tomfishburne.com/2012/09/marketing-worth-sharing-google-keynote.html/ Copyright 息 2012 by Jonathan Milne
  • 7. Shopping Experience Hellmanns partnered with St. Marche, a Brazilian supermarket chain with 100 stores to launch an effective shopping experience campaign. After a customer finishes checking-out and paying for their groceries they would find recipes printed on the back of their receipt based upon the food they just purchased. Image: www.hellmanns.co.uk/brand/ http://mashable.com/2012/05/22/hellmans-recipe-campaign/ Copyright 息 2012 by Jonathan Milne
  • 8. Customer Experience Zappos number one core value is Deliver WOW Through Service! Examples: Zappos sent flowers to a woman who ordered six different pairs of shoes because her feet were damaged by harsh medical treatments. Image: www.directdebit.com.au/index.php/category/member-engagement/ A customer service rep physically went Our biggest efforts revolve around to a rival shoe store to get a specific building likeability around our brand so pair of shoes for a woman staying at that consumers turn to a brand that the Mandalay Bay hotel in Vegas they trust, find reliable, and have an when Zappos ran out of stock. emotional connection with. Thats where service comes in! http://articles.businessinsider.com/2012-01-09/news/30606433_1_customer-service-zappos-center-services#ixzz21jZcBYSz Copyright 息 2012 by Jonathan Milne
  • 9. Discovery Experience The Heineken Experience is not your traditional brewery tour. Not only do you get to learn about how beer is made but there are four levels of interactive displays that enable you to relate with the brand in fun ways. Plus at the end of the tour, you get to taste the beer!! Image: www.heinekenexperience.com/wall-of-fame/ Check out the Wall of Fame videos We're not the Heineken made by visitors. This is a great Museum, we're the Heineken example of brand ambassadors. Experience! http://www.heinekenexperience.com/experience/ Copyright 息 2012 by Jonathan Milne
  • 10. Community Experience There is nothing better than passionate customers who are willing to share their experiences and satisfaction with the world. Image: luluaddict.blogspot.nl/ Carolyn Beauchesne, the blogger of Lululemon Addict has spent over Lululemon customers are famous for $15,000 on workout gear and is not their intense loyalty to the even into yoga. She blogs about all brand, even when it has strict return her favourite purchases and items policies which is the exact opposite to which is shared to a large Zappos! community of followers. http://www.businessinsider.com/lululemon-addict-why-she-buys-2012-9 Copyright 息 2012 by Jonathan Milne
  • 11. Digital Experience Red Bull Media House's digital strategy is really about a 360-degrees approach through all the media segments: Print, TV, Online Media, Mobile, Music, Events and Games Red Bull is a energy drink company that has turned traditional Instead of simply being a paid sponsor of branding on its head by using events, Red Bull Media House creates digital media to create digital media content, unique experiences communities, fans and their brand and publicity which they can ultimately instead of using traditional monetize. No more traditional advertising advertising. here! http://www.redbullmediahouse.com/company.html Copyright 息 2012 by Jonathan Milne
  • 12. Brands are not products or services, its all about P.E.O.P.L.E. Participate in conversations, rather than just being a subject of them Embrace and accept how other people interact with your brand never try to censor consumers. Open-Up your companys processes and become a transparent organization Platform enablement for consumers to communicate with each other and to express themselves Listen closely to what consumers are saying about your brand Empower consumers to become advocates, rather than just fans http://www.slideshare.net/rossspw/brands-are-people Copyright 息 2012 by Jonathan Milne
  • 13. Top 15 Global Brands 2012 http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx Copyright 息 2012 by Jonathan Milne
  • 14. Would love to hear your feedback https://plus.google.com/103855881503887222435 http://nl.linkedin.com/in/milnejonathan @jonathanmilne Jonathan Milne milne.jonathan@gmail.com Copyright 息 2012 by Jonathan Milne