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Good afternoon,

I’m from Brand Manual




WE MAKE THEM TALK ABOUT YOU
Brand Manual is a branding
& service design
consultancy




WE MAKE THEM TALK ABOUT YOU
We help define the
competitive advantage of
products and services.

We call this branding.


thebrandmanual.com
thebrandmanual.com
Estonia



WE MAKE THEM TALK ABOUT YOU
Hosts the NATO Cyber Defence
Centre and the EU IT Agency

Internet access is a human right

Lowest public sector debt in Europe

thebrandmanual.com
Leads CEE in terms of educational
level

99% of high school students are
learning English

Over 60% of the population is
engaged in the services sector
thebrandmanual.com
100% of schools and government
have broadband connection

70% of homes have broadband
connection

110% mobile penetration

thebrandmanual.com
98% of bank transfers are
made electronically

92% of income tax declarations are
filed via the e-Tax Board

1.2 million active ID cards
(population: 1.4 million)
thebrandmanual.com
Worse weather than in Finland




thebrandmanual.com
Estonian consumers



WE MAKE THEM TALK ABOUT YOU
The recession was the best thing
that ever happened to Estonia.




thebrandmanual.com
Efficiency gains. But will they last?




   2008               2012

thebrandmanual.com
It helped focus consumers,
companies and government.




thebrandmanual.com
The recession has made people
both price and quality sensitive.
Finally it is understood that you
DO get WHAT you pay for.


thebrandmanual.com
Quality actually sells.

thebrandmanual.com
Consumer confidence is picking up.
Those that can afford to,
are spending again.



thebrandmanual.com
thebrandmanual.com
But consumers have changed.




thebrandmanual.com
status
                             me


                     stuff


thebrandmanual.com
values
                             me


                     stuff        society


thebrandmanual.com
Corporate social responsibility is
becoming a real issue, instead of
just a buzz word.
thebrandmanual.com
Listening has
                     never been easy.
                     But now there are
                     icebergs ahead.


thebrandmanual.com
PRODUCT




     CONSUMER                  CONSUMER


          “We tell you why you need it”
thebrandmanual.com
PRODUCT




     CONSUMER                  CONSUMER


          “Thank you for your feedback”
thebrandmanual.com
PRODUCT




     CONSUMER                  CONSUMER


  “Let’s be social (about the product)”
thebrandmanual.com
PRODUCT




     CONSUMER                       CONSUMER


                     “Look what I bought”
thebrandmanual.com
Social media requires a real plan.
            Not just initiative.
thebrandmanual.com
Half the population is on Facebook.
If you screw up here, it will come
back to quote you.



thebrandmanual.com
Marketers monitor and measure
everything. ROI is (French for) King.
thebrandmanual.com
Implication to smart marketers




thebrandmanual.com
Stop reacting.
Customers actively prefer
real value over cheap prices.



thebrandmanual.com
Thank You!



J.Margus Klaar
jmk@thebrandmanual.com



WE MAKE THEM TALK ABOUT YOU

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StratMark 2012 presentaion on consumers