O F UT U R E - P RO O F Y O U R B R A ND HOW T N’T DID IT E G SE MIN O C
ber Stoi arc rategist M by d St an Br
HOW MARKETING HASN’T EVOLVED
WHAT YOU CAN DO BRAND
WORLD OF
TY IVI T C
C PER- ONNE HY
ABOUT IT
HYPER-CONSUMPTIO N
NUMBS US
isolates
PREVAILING
BRAND
uniq ue identity stay relavant
MARC REALIZES consumer needs traditional marketing
HE GUIDES US THROUGH THE JOURNEY
HOW MARKETING CAN STAY RELEVANT
HOW TO BE FUTUREPROOF
STEP 1: BRAND MEANING HELP UNCOVER
YOU CAN’T INVENT MEANING
BUT
EVERY COMPANY HAS MEANING
BRA
ND CO
MP
SS
CREA TI
A
A
NG
A PROCESS TO UNCOVER BRAND MEANING
INTERVIEWS management empoloyees customers
BRAINSTORMING
competitors
STRONG & UNWAVERING IDENTITY A R D UO US & U N C O M F O R TA B L E ST E P
it’s like “sanding the house”
DO THE WORK & paint sticks like charm
CUT CORNERS
STEP 2: BE SELECTIVE WITH YOUR AUDIENCE
FI
T
CONSUMERS & IDENTITY
H IG R E TH AUDIE N CE
ND
truly resonate
no process for finding the perfect match
think about how we click as humans
COMPLEX & SUBTLE PROCESS
IT’S THE SAME THING WITH BRANDS
G
D OO
W NE
Yo u d o n ’ t h a ve t o
S
a p p e a l t o e ve r y o n e . Everyone likes this
IT’S OK
IF THEY DON’T
LIKE YOU
M O ST B R A N D S DON’T REALIZE & B E C O M E TO O G E N E R I C it’s ok to be s e l e c t i ve
in making
b ra n d f r i e n d s
& find your
T H AT WO N ’ T A L LO W
l o y a l fa n s
COMMODITIZATION
S
P
E
CI
AL
M E ANING
LT
UR
E OF
IN
6th month
NO TION VA
CU
STEP 3: ALWAYS INNOVATE
BRAND
T
O W NUM TO
O F T E ST I NG EM
O UTS I D E
R
E
SY
S
GR
IL
U
CU
LT U
RE
ACCEP
TS
FA
DON’T LO O K BACK
F A I L F A ST
B
ES I T A L L M E A W H AT D O N?
KERNEL OF
THE TRUTH
THE PAINT THAT
WILL COAT YOUR
CORE
STRUCTURE
SCRAPING OF
THE HOUSE
j o u r n e y t o f ut u re p ro o f b ra n d
embrace
n b re a k d o w rs ba r r i e
accept shattered
BELIEF SYSTEMS
NE W - AUTH EN TI C- PO W ER FU L bra nd co ns tr uc t THESE IDEAS go against the grain
TRADITIONAL MARKETING
DIDN’T
SEE IT
COMING...