Brand is the fight back 2020 to 2021

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

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…

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

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

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

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?

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

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

We have: users → customers → fans → advocates

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

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

Understand where you live in:
Know 🧠
Like 👍
Love 💕

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

Know 🧠
Like 👍
Love 💕
If you are unsure you live
here

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!

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

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

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

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

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

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.

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

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

Find your 🆕 relevancy
Find your relevancy

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

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

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

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

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

Brands happily gave away their ‘secret sauce’

In recent times we have seen three brand types

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

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

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

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

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

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

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

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

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.

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.

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.

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

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

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.

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

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.

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

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
❌ ✅

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.

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

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

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?

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.

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.

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.

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

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

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

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

Brand is the fight back 2020 to 2021

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Brand is the fight back 2020 to 2021

Similaire à Brand is the fight back 2020 to 2021 (20)

Plus de Danny Denhard

Plus de Danny Denhard (19)

Dernier

Dernier (20)

Brand is the fight back 2020 to 2021