The Demise of Brands - Carter Jensen
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Presentation Video - https://www.youtube.com/watch?v=7xtcmQVsMeQ Digital tools and e-commerce giants have had an incredible impact on how we consume goods. From the ease of use to the availability of product, each new evolution seems to radically shift a foundational element of what we what once considered "normal." This presentation looks at how new platforms, channels, and tactics are slowly eating away and ultimately destroying the traditional value of brands and how companies of tomorrow should and are starting to fight back. Will we soon live in a world where the brand of products will not matter? Doubtful, but action is needed to quickly adapt.
The Demise of Brands - Carter Jensen
- 1. Carter Jensen Periscope Public House - July 2017 The Demise of BrandsNew tools and emerging preferences are destroying what we once knew.
- 2. A Quick Warning Presentation previews, like this, are only a small portion of the overall keynote experience. Some slides may be omitted or seem to be lacking or bare. That is by design. Many of the visuals included within are simply meant to spur thought and further support the intended conversation. With this said, enjoy! I hope this preview gives a good idea of the journey I look to bring audiences through and the inspiration that sparks from a presentation like this.
- 3. Credit where credit is due. L2 / Scott Galloway
- 4. De?ne “Brand” What is with our love for brands? The Erosion Introduction of technology triggering change. Bridging the Gap New consumer tools replace the need. Breaking Through A look at who is benefiting from the change. Taking Action Connecting the dots to make change.
- 5. By the end of this… I will be able to tell you what your favorite brand is.
- 11. :30 Periscope Public House | Carter Jensen The Demise of Brands — July 2017 edge.periscope.com/Public House
- 12. Status
- 13. Trust
- 14. Quality
- 15. Discoverability
- 17. Status Trust Quality Discoverability
- 18. When did this all start?
- 21. CustomerDesire Consumers do not have the time or the tools to make up this HUGE gap. TheRightProduct
- 23. CustomerDesire TheRightProduct Status - Trust - Quality - Discoverability
- 26. Status Trust Quality Discoverability
- 27. Percentage off Affluents Who Can Identify a “Favorite” Brand USA, Top 5% by Household Income (HHI) 2007 2015 Fashion Brand 80% 61% Jewelry Brand 58% 40% Luxury Hotel 67% 37% Retailer 47% 28%
- 28. Breaking Through The Little Guys
- 29. Long Tail Brands Less than 100m in sales. Products are not in stores. Investing in capital-free distribution such as Amazon.
- 30. Sales Growth of CPG Companies By Size, 2015 vs 2016 Small Brands $.01B—$1.0B in Sales Medium-Size Brands $1.0B—$5.5B in Sales Large Brands >$5.5B in Sales +3.1% +0.1% -0.5%
- 31. From Big CPG Companies to Long Tail Brands $20BValue Transfer
- 32. Winning on Amazon’s top 100. An increase across all categories.
- 35. $2Billion Research & Development 1,000 Ph.D.’s and a host of ethnographic researchers
- 36. $10.1Billion Advertising in 2014 37% more than second-place Unilever
- 37. $10.1Billion Advertising in 2014 37% more than second-place Unilever
- 42. $1BillionTo Unilever in 2016
- 43. The Trend Will ContinueMore disruptive tools available new and emerging brands.
- 44. Voice
- 45. Voice Fast Humans can speak 150 vs. type 40 wpm. Easy Convenient, hands-free, instant. Personalized + ? Context-Driven Ability to understand wide context of questions based on prior questions.
- 46. Voice Alexa is not in 5% + of U.S. households. Siri is handling +2B commands each week. +20% of queries on Android phones is by voice.
- 48. But why push brands out of brand-building?
- 50. “Stop marketing, and give us cheaper products.” — Amazon & Wallmart
- 51. Or else… Stop carrying you. Create our own. Destry you with our algorithms.
- 52. Demo
- 55. AA 48-Pack Battery Prices $13.46 $11.87
- 56. Dropping The Brand All Together
- 59. $3
- 63. How Can Brands (us) Win?
- 64. Losers: Traditional Brands Winners: Brands who rapidly observe, then change and shift to meet the new demand.
- 65. Tactical
- 69. Macro
- 70. The New Algorithm of Value Brands and categories taking the lead.Receptors Intelligence & Change Television Outdoor Twitter Pintrist Magazines Trip Advisor Netflix Waze Facebook Google AmazonApple
- 73. Macro & Micro ways that we can… connect the dots. Driving inspiration, not replication.
- 74. What we need to do. Recognize the competing landscape. Get smart on the new consumer. Recognize the new toolset available to markers. Create action to transform business.
- 76. So… what is YOUR favorite brand?
- 77. Whatever Amazon or Google tells you.
- 78. Carter Jensen Periscope Public House - July 2017 The Demise of BrandsNew tools and emerging preferences are destroying what we once knew.