(Graham Brown mobileYouth) No More Brand Equity...please

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Graham Brown of WhatYouthThink.com shares insights from his work and themes featuring in the upcoming book CustomersAreTheBrand.com Read the full post here http://www.mobileyouth.org/post/kill-your-brand-manager/

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GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG CHANGE “We’re moving from an era of finding Customers for Products to one of finding Products for Customers” (SETH GODIN)

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG CHANGE Customers cannot be managed Your role is to find new ways to connect them

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG ATTENTION 95% of Marketing is Ignored The question for marketers is: How do I become MORE RELEVANT?

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG Paid vs Earned Media GREAT YOUTH BRANDS HAVE PASSIONATE FANS BECAUSE ANSWERING THIS QUESTION IS THE HEART OF THEIR BUSINESS AND NOT PART OF SOME “SOCIAL MEDIA” STRATEGY

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG Mediocre brands focus 100% of their energy on 100% of the market 90% vs 10%

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG RECOMMENDED Check out this presentationYouth Attention Economy WNLOAD FROM WWW.MOBILEYOUTHNET.COM

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG How Big is Your Farm?

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG RELEVANCE Every customer asks this of your marketing:“Where am I in this story?”

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG Change the Narrative Companies need to stop telling stories about their brands and start helping customers tell theirs

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG RECOMMENDED ALSO CHECK OUT THIS VIDEO ON HELPING CUSTOMERS TELL THE NARRATIVEPAID VS EARNED MEDIA WWW.YOUTUBE.COM/MOBILEYOUTHTV

GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG BUILD THE FEEDBACK LOOP STOP TREATING THEM AS DESTINATIONS FOR YOUR MARKETING MESSAGESSTART TREATING THEM AS PARTNERS IN ITS PRODUCTION

By Graham Brown and partners Graham Brown, author and speaker on emerging youth trends created this presentation with the input of the Youth Research Partners. YRP is a team of 10 youth specialists (insight and marketing agencies) covering the Americas, Asia, Africa and Europe. YRP is managed by What Youth Think (the brains behind mobileYouth and other youth related projects). www.YouthResearchPartners.com If you like what you read, come join us on our 2010 world tour where we’ll share insights and ideas with you from around the world at our Young Ideas Salon. www.YoungIdeasSalon.com Graham Brown, founder and director What Youth Think www.WhatYouthThink.com www.mobileYouth.orgwww.GrahamDBrown.comwww.Twitter.com/GrahamDBrown www.WhatYouthThink.com www.YouthResearchPartners.com

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(Graham Brown mobileYouth) No More Brand Equity...please

1. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG Kill Your Brand Manager

2. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG CHANGE “We’re moving from an era of finding Customers for Products to one of finding Products for Customers” (SETH GODIN)

3. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG End of Brand Equity Awareness means little Relevance means evertyhing

4. Forget Brand Equity Minimal advertising 1 million fans in the monster army More profitable per employee than Apple Minimal Awareness Maximum Relevance twitter: grahamdbrownwww.CustomersAreTheBrand.com

5. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG BRAND MANAGEMENT …is DeadCustomers Are the Brand

6. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG CHANGE Customers cannot be managed Your role is to find new ways to connect them

7. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG ATTENTION 95% of Marketing is Ignored The question for marketers is: How do I become MORE RELEVANT?

8. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG Paid vs Earned Media GREAT YOUTH BRANDS HAVE PASSIONATE FANS BECAUSE ANSWERING THIS QUESTION IS THE HEART OF THEIR BUSINESS AND NOT PART OF SOME “SOCIAL MEDIA” STRATEGY

9. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG Mediocre brands focus 100% of their energy on 100% of the market 90% vs 10%

10. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG RECOMMENDED Check out this presentationYouth Attention Economy WNLOAD FROM WWW.MOBILEYOUTHNET.COM

11. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG How Big is Your Farm?

12. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG RELEVANCE Every customer asks this of your marketing:“Where am I in this story?”

13. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG Change the Narrative Companies need to stop telling stories about their brands and start helping customers tell theirs

14. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG RECOMMENDED CHECK OUT THESE PRESENTATIONS ON BRAND STORYTELLING “NOW I CAN DRINK ME” &“RUN WITH THE LITTLE GUY” WNLOAD FROM WWW.MOBILEYOUTHNET.COM

15. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG RECOMMENDED ALSO CHECK OUT THIS VIDEO ON HELPING CUSTOMERS TELL THE NARRATIVEPAID VS EARNED MEDIA WWW.YOUTUBE.COM/MOBILEYOUTHTV

16. SOCIAL CURRENCY “WE’RE NOT IN THE BUSINESS OF KEEPING MEDIA COMPANIES ALIVE… WE’RE IN THE BUSINESS OF CONNECTING OUR CUSTOMERS” (TREVOR EDWARDS VP GLOBAL BRAND NIKE)

17. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG Innovation Where is your Department of Great Ideas?The Greatest Strength of the modern brand is to say “I don’t have all the answers”

18. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG RECOMMENDED CHECK OUT THIS PRESENTATION ON THE END OF BRAND MANAGEMENT“CUSTOMERS ARE THE BRAND” WNLOAD FROM WWW.MOBILEYOUTHNET.COM

19. GRAHAMDBROWN.COM : WHATYOUTHTHINK.COM : MOBILEYOUTH.ORG BUILD THE FEEDBACK LOOP STOP TREATING THEM AS DESTINATIONS FOR YOUR MARKETING MESSAGESSTART TREATING THEM AS PARTNERS IN ITS PRODUCTION

20. By Graham Brown and partners Graham Brown, author and speaker on emerging youth trends created this presentation with the input of the Youth Research Partners. YRP is a team of 10 youth specialists (insight and marketing agencies) covering the Americas, Asia, Africa and Europe. YRP is managed by What Youth Think (the brains behind mobileYouth and other youth related projects). www.YouthResearchPartners.com If you like what you read, come join us on our 2010 world tour where we’ll share insights and ideas with you from around the world at our Young Ideas Salon. www.YoungIdeasSalon.com Graham Brown, founder and director What Youth Think www.WhatYouthThink.com www.mobileYouth.orgwww.GrahamDBrown.comwww.Twitter.com/GrahamDBrown www.WhatYouthThink.com www.YouthResearchPartners.com

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