Vodafone Pathfinder Leaders … Next Practices in Brand Marketing

May 16, 2018 at IE Business School, Madrid (invitation only)

0900 – 1100 : Building brands in a fast and connected world
  • Alibaba to Zespri … Learning from the world’s most innovative brands
  • Powerful Brands … to engage, enable and enrich people in new ways
  • Adding Value … Going beyond the name, logo, slogan and marketing
  • Being Human … Being customer-centric, to be relevant and personal
  • Building Trust … Having more purpose, to be audacious and authentic
1130 – 1330 : Communicating and delivering brands that do more
  • Communicating brands in fast and social markets
  • Engaging with people in a C2C world, rebuilding trust and affinity
  • Communicating in ways that engage people on their terms
  • Enabling experiences that help people to achieve more
  • Aligning the business, portfolio and marketing for more impact

1430 – 1530 : Unlocking brand strength to amplify marketing impact

  • with Mike Rocha, Global VP of Brand Valuation, Interbrand

1530 – 1630 : Winning with the Vodafone Brand

  • What should be our priorities and approaches to brand marketing
  • Reflect on how brands and brand building has changed in recent years
  • What moves from a brand from good to great, liked to loved
  • How to leverage the brand concept in practical everyday ways
  • What to stop, start and do different

Behind this agenda are a range of key questions and concepts to explore. In particular the changing nature of brands in a world of hyper-connected markets, impatient consumers, a deficit of trust and desire for authenticity, where  new brands emerge rapidly, and can be destroyed just as quickly … How does a brand enable better marketing, and how does marketing build stronger brands?

  • How do brands create more value for customers?
    • The customer-centric brand, is about the customer not the business, about their aspirations not the products … therefore brands are about enabling customers to achieve more (e.g. Airbnb belong anywhere, Nike to perform better, Lego to play better) … therefore the brand reframes the context in which we engage customers,  to a wide platform through which we support customers to do what they aspire to do, better
    • The customer-centric brand narrative, is therefore about a bigger idea, about more than communication and devices … our opportunity is to engage people in this bigger context (e.g. Red Bull’s Air Race is not about energy drinks, but adrenalin experiences), Nike’s events are not about shoes (but Rockstar Workouts, or whatever engages the target segment), similarly all content, promotions etc.
    • The customer-centric brand experience, is also therefore about a bigger idea – its not simply “the touchpoints with the organisation” but the experience which the customer has in doing what they do (e.g. making mobile payments, taking better photos, finding new friends, monitoring business operations etc).
  • How do you make brands more relevant when everyone is different?
    • The framework for connecting monolithic brands and CVPs, making brands engaging to each audience in different, relevant and practical ways  … from marketing communication and delivered experiences. Learning from customer-centric brand proprosition models like Umpqua Bank, and its implications on the business to deliver in relevant ways
    • Aligning products and services, tariffs and incentives, to the propositions in smarter ways, to achieve clarity and maximum perceived value, whilst also reducing complicity and cost. In particular using relevant partner brands to build affinity bridges with other brands that a most resonant with each audience
    • How this makes the Vodafone brand more multi-dimensional, more pull than push, and how to retain the consistency of a brand strategy whilst also multiple meanings and executions. Specifically what it means for brand identity, brand messaging, and service styles online, and within stores and call centres.
  • What’s the new ways to communicate brands in fast and social markets?
    • Connecting the brand stories together so they become “liquid and linked” – learning how Coca Cola turn all these fragments Facebook posts, Tweets, Instagram messages, online blogs, sponsorship activities, multi-channel, activities into a coherent and progressive story that has structure and progress. In particular, when most of the content is created from outside not inside.
    • Being fast and responsive in communication across all media – moving from the old model of planned campaigns and push execution, to a more dynamic model that is “realtime, relevant and responsive” so that media assets can be aligned and executed within minutes, in order to connect with topical activities, or to address problems. Learning from Nestle Digital
    • Aligning these together for more impact, understanding the new metrics of customer-centric, digital-enabled, realtime brand marketing … both in tactical KPIS, but also how it can be actively managed to optimise sales and profitability, and ultimately to enhance and protect brand reputation, and enhance the economic value of the brand
  • How do we use the power of networks, of customer communities, to achieve more together?
    • What is brand trust and loyalty … Trust is low, loyalty is rare … so how do we engage people, build relationships that endure retention and advocacy amongst our audiences? – Today’s winning brands, Lego to Snap, Google to IBM, is facilitate relationships between them, rather than try to have relationships with them (the old CRM) … a community with a higher purpose, to achieve more together.
    • Bringing more brand partners together to achieve the higher goals of the community, and for Vodafone to take a lead facilitator role in being that – like Rapha brings together the passion of cyclists – more than bikes and clothing, it gives them a place and a club, stories and dreams, to share. This community becomes the gateway to customer-centric solutions, and brand portfolios.
    • Using the brand community to achieve more – from co-creating and co-selling, to co-supporting and co-empowering … building on previous successes like Vodafone’s shared giving, farmer’s clubs to achieve more – and in particular to fuse digital and physical assets together in more innovative ways – stores, events, bills, phones – whilst also exploring new revenue streams.