Brand ManageCamp 2014 Recap

Posted by Chrissy Ripley / September 26

Last week the Legacy team had the opportunity to attend a number of sessions at Brand ManageCamp in Las Vegas. Over two days we met a ton of awesome people and learned a lot about brand strategy, messaging and experience from some of the biggest names in the industry. Check out some highlights from three of our favorite sessions of the week.

Session Name: Youtility: Why Smart Marketing is About Help Not Hype
Speaker: Jay Baer, Author of “Youtility”

Takeaways:

  • Customer service is now a spectator sport – everything is online/at people’s fingertips, changing the buying process by giving more power to the consumer
  • With consumers always being connected digitally, brands are in competition for attention like never before, and have to constantly ask themselves, “Are we more interesting than everything else?”. If the answer is no, brands are forced to reconsider their strategy
  • Brands need to stop being amazing and start being useful. Consumers are now more than ever more willing to pay for functionality. The better you teach, the more you sell. This process of useful marketing is what Baer calls “Youtility”
  • Some great examples of brands embracing this concept of Youtility:
    • Hilton Hotels
      • Hilton has embraced a process called “strategic eavesdropping” on social media from their @HiltonSuggests Twitter handle, where they help consumers with issues in real time, even if it has nothing to do with hotels
    • Scrabble
      • Scrabble provides free WiFi in areas where it normally wouldn’t be available. In order to get connected to these special Scrabble WiFi networks, users had to play Scrabble to unlock a password and get free minutes for their scrabble points – the higher the word points, the more minutes of free WiFi.
         

Session Name: Total Experience Management: Intentionally Managing Brand Experience Clues to Bring Customers Back Again and Again 
Speaker: Lou Carbone, Author of “Clued In: How to Keep Consumers Coming Back Again and Again

Takeaways:

  • It is a brand’s responsibility to make a connection with how consumers feel about themselves, the relationship must create an emotional outcome
  • A brand’s marketing process has shifted from “make and sell” to “sense and respond”. Brands need to be more mindful of the consumer’s opinions and perceptions of a product
  • By creating emotional cues with campaigns, brands create an unconscious path towards their brand. They must think, “what is the end emotion that I want the consumer to feel?” and align their stimuli according to this desired emotion
  • Great companies have a sense of purpose that goes deeper than the bottom line. Giving back creates a connection between the brand and the consumer
     

Session Name: What Great Brands Do: Seven Brand Building Principles that Separate the Best from the Rest 
Speaker: Denise Lee Yohn

Takeaways:

  • Great brands avoid selling products
    • Campaigns have to be about consumers, not products
    • Nike’s infamous “Just Do It” wasn’t about their products, but rather it was a means of inspiring people to feel like athletes, seducing consumers with emotion
  • Great brands ignore or challenge trends – they make an effort to advance their own cultural movement rather than blending into the crowd
    • Contexts change – brands need to stop trying to replicate what caused success in the past. It is necessary to look upward and forward for the next path to success.
      • Hertz car rental didn’t see the Zip Car trend coming and were caught off guard, setting a step back in the marketplace
  • Great brands don’t chase consumers
    • When your brand has a strong cultural stance, it is inevitable that people will hate you, but others will love you and those consumers will pay a premium
    • “Operate like a lighthouse and invite the world to navigate around you – don’t operate like a spotlight”
       

The Brand ManageCamp provided an amazing opportunity to learn and collaborate with other industry professionals from around the globe – and it’s that collaboration process that is going to make constant innovation of bigger and better brand experiences.

 

 

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Real name 
Chrissy Ripley
Chrissy Ripley
Senior Account Supervisor