Themed around "powerful brand voices" this talk took in why taking a systems view is important, and how developing capability is as important as strong customer communications.

1. Copyright Brilliant Noise 2019
Make marketing better
Make better marketing
|

2. 2
Powerful
brand voicesAntony Mayfield. D2M Hamburg. May 2019.
BrilliantNoise.com
Antony Mayfield. D2M Hamburg. May 2019.

3. 3
CopyrightBrilliantNoise2018

4. Copyright Brilliant Noise 2019
Digital disruption means
that those systems must
change or die.

5. Copyright Brilliant Noise 2019
“The best way to stay on top of it
is to understand the principles that
will endure even as so much gets
disrupted”
Eric Schmidt. former CEO of Google

6. Copyright Brilliant Noise 2019
The Anti-
Kodak

7. Copyright Brilliant Noise 2019FT article

8. Copyright Brilliant Noise 2019
Power in the 21st
century comes
from understanding
systems

9. Copyright Brilliant Noise 2019
Silicon Valley
can see a
different system.

10. Copyright Brilliant Noise 2019
Benedict Evans, Partner at Andreessen Horowitz

11. Copyright Brilliant Noise 2019
Advertising* is a
corrupted,
spiralling system
for brand voice.
* Actually, advertising centric or paid media centred systems. But that doesn’t look as snappy as a slide title.

12. Copyright Brilliant Noise 2019
The days of advertising
as we know it are
numbered. We need to
start thinking about a
world with no ads.
Marc Pritchard, P&G

13. Copyright Brilliant Noise 2019
I’m not going
to apologise
for Brexit.

14. Copyright Brilliant Noise 2019
The Brexit party is
outspending every other party
in the European Elections in
the UK in social media ads.
Former PM Gordon Brown:
“Nigel Farage presents
himself as a man of the
people…”

15. Copyright Brilliant Noise 2019

16. Copyright Brilliant Noise 2019
Not sure
if this is a
powerful
brand
voice…

17. Copyright Brilliant Noise 2019
“…in this massive, global,
online experiment that we
are all living through, we
in Britain are the
canary. We are what
happens to a western
democracy when a
hundred years of
electoral laws are
disrupted by technology.”
Carole Cadwalladr, Guardian reporter in her recent TED talk

18. Copyright Brilliant Noise 2019
Making your brand
voice powerful isn’t
about channels. It’s
about systems.

19. 19
CopyrightBrilliantNoise2018CopyrightBrilliantNoise2018
Spiral.
Death by
analysis
More with less
Re-pitch
the roster
Reclaim ops &
transformation
budgets
Solutionise
Re-orgmarketing!

20. Copyright Brilliant Noise 2019
I have zero trust in my
media agency.
Global brand procurement
Global brand group representative
It’s game of cat and mouse.
Everyone knows it’s broken.
I don’t know how this ends.

21. 21
CopyrightBrilliantNoise2018CopyrightBrilliantNoise2018
Flywheel.
Make marketing better.
Make better marketing.

22. Copyright Brilliant Noise 2019
1.Purpose.
2.Process.
3.People.

23. Copyright Brilliant Noise 2019
Process +
People =
Capability.

24. Copyright Brilliant Noise 2019
Purpose is
about being for
something

25. Copyright Brilliant Noise 2019
(It also means
you have a
strategy)

26. Copyright Brilliant Noise 2019
There is no safe
play for brand
communications.

27. Copyright Brilliant Noise 2019
It doesn’t matter how many people
hate your brand as long as enough
people love it.
Phil Knight, Founder of Nike

28. Copyright Brilliant Noise 2019
It doesn’t matter how many people
hate your brand as long as enough
people love it.
And as long as you have that attitude,
you can’t be afraid of offending
people. You can’t try and go down the
middle of the road. You have to take a
stand on something, which is
ultimately why I think the Kaepernick
ad worked.
Phil Knight, Founder of Nike

29. Copyright Brilliant Noise 2019
Acknowledging your
wider power.
Yes, yours.

30. Copyright Brilliant Noise 2019
What would make
marketing better? Really
raising the game on
diversity, inclusion,
progressive gender
portrayals. Without doing
that we are missing so
many voices that can
make a difference to our
industry.
Syl Saller, Diageo

31. Copyright Brilliant Noise 2019
Learning from
D2Cs
(Direct to Consumer CPG brands.)

32. Copyright Brilliant Noise 2019
1. Digital native; mobile centric.
2. Focus on product design.
3. Disintermediation (agencies, retailers).
4. Identity-focused customer relationship.
5. Performance-oriented media spend.
6. Content marketing for brand storytelling.
7. Growth-focused marketing talent.
Terry Kawaja, Lumascape

33. Copyright Brilliant Noise 2019
Fast.
Female.
Focused.

34. Copyright Brilliant Noise 2019
The future of
marketing isn’t
advertising. It’s
corporate culture.
Claudia Willvonseder, VP Ikea Switzerland

35. Copyright Brilliant Noise 2019
How we get things done
here.
How people behave when
the boss has left the room.
The worst behaviours that
are tolerated in an
organisation.
My top three
definitions
of culture

36. Copyright Brilliant Noise 2019
The anti-
Kodak

37. Copyright Brilliant Noise 2019
5 things Fujifilm did well
1.Recognise the threat
2.Clear strategy backed by immediate action
3.Mindset shift
4.Culture change and re-spilling
5.Customer first marketing

38. Copyright Brilliant Noise 2019
Make marketing better
Make better marketing
Thank you|