People don’t c a r e

about y o u r b r a n d

@slidesthatrock
Seriously ?
Yes, seriously!
People don’t c a r e
about y o u r b r a n d
 They c a r e about
w h a t you do fo r t h e m !
Only 25% of American r e s p o n d e n t s in
a r e c e n t s t u d y said t h a t b r a n d loyalty
affected how t h e y shopped

Source: E r n s t & Young

1 in 4 c u s t o m e r s would switch to a
different provider on t h e basis of a
single negative experience

Source: T h u n de r h e a d
Nearly half of those who described
t h e m s e lves a s highly loyal to a brand
were no longer loyal a y e a r l a t e r

Source: NPD Group

What’s h a p p e n i n g ?
Biggestt Complaintt
Com panies delive r something diffe r e n t
t h a n w h a t t h e y promise upfront

Source: Accenture
Less tthan half of
c o n s u m e r s worldwide
t r u s t advertising

Source: H a r r i s Interactive
80% of c o n s u m e r s look
a t online reviews before
making major p u r c h a s e s

Source: PriceWaterhouseCoopers
Consumers h ave become fa r m o r e
willing to e x p e r i m e n t with products,
a s t h e a m o u n t of info rmat i on out t h e r e
m a k e s taking a chance far less risky.

J a m e s Surowiecki, The New Yorker

Oops!
B r a n d s h ave r u n out of juice. They're
dead. Now t h e c o n s u m e r is boss.
There's now h e r e fo r b r a n d s to hide.

Kevin Roberts, Saatchi & Saatchi

What c a n you do?
A n e w logo?
St a r t t weeting?
More discounts?
How about this…
Back to Basics
Principles
Principles
t h a t n e ve r expire!
 1
Sell something
people actually WA N T
…a n d people will queue up
With t h e casino a n d t h e beds, o u r
passen ge r s will h ave a t least two ways
to get lucky on one of o u r ftights.

Richard Branson, Virgin

 2
Delive r C O N S I S T E N T LY
on y o u r promise
…a n d people will come back
The well-satisfied c u s t o m e r will bring
t h e r e p e a t sale t h a t counts.

J a m e s Cash Penney, J.C. Penney

 3
Do it B E T T E R
t h a n y o u r com petition
…a n d people will ttell otthers
If you do build a gr e a t experience,
c u s t o m e r s tell each o t h e r about that.
Word of m o u t h is v e r y powerful.

Jeff Bezos, Amazon

People don’t c a r e
about y o u r b r a n d
 They c a r e about
w h a t you do fo r t h e m !
Principles
t h a t n e ve r expire!
 Sell something
1 people actual ly WA N T

Deliver C O N S I S T E N T LY
2 on y o u r promise

Do it B E T T E R
3 t h a n y o u r competition
a n d r e m e m b e r this…
There is only one boss. The custome r.
And h e c a n fire everybody in t h e
com p a n y from t h e ch a i r m a n on down,
simply by spending his m o n e y
so mewh er e else.

S a m Walton, Wal-Mart
 This p r e s e n t a t i o n was c r e a t e d by

Slides That Rock

slidesthatrock.com @slidesthatrock