Tom Chesterton Direct at Tonic runs a session ‘Don’t think about your brand, think about your reputation’. In this session Tonic will look at the myths, home-truths and philosophy of brand and communication. There is a better way, and it might be easier than you think.

1. HOW
NOT
TOBUILD
YOUR
BRAND

2. MARVELLOUS
MARKETING
HYPERBOLE

3. THISISTHE
LANGUAGE
OFOURINDUSTRY

4. ‘AUDIENCE’

5. ‘TALENTPIPELINES’

6. ‘MESSAGE’

7. ‘TARGET’

8. ‘ENGAGE’

9. ‘EXECUTE’

10. ‘IMPACT’

11. ‘FOLLOWERS’

12. ‘LIKES’

13. IT’STHE
LANGUAGE
OFFAILURE

14. BECAUSEIT
ASSUMESPEOPLE
GIVE A
MONKEY’S

15. WHENTHE
TRUTH
IS
PEOPLE
DON’TREALLY
CARE

16. WHYNOT?

17. EVERYTHINGNOWISONOURTIME

18. WELIVEINAWORLD
WHEREPEOPLEWATCH
ANENTIRETVSEASON
INONENIGHT

19. WELIVEINAWORLDWHEREPEOPLEFEEL
PISSEDOFF
WHENTHEYGETAPHONECALL

20. WELIVEINAWORLD
WHERETHEREARELOTS
OFPEOPLECOMPETING
FOROURATTENTION

21. 5,000

22. THENUMBER
OFADMESSAGES
WEEACHSEEEVERYDAY

23. 120
THEAVERAGENUMBEROFEMAILSRECEIVEDEACHDAY

24. 5,000
THENUMBEROFTEXTMESSAGESSENTEACHMINUTEINTHEUK

25. 90%

26. 90%THEPERCENTAGEOFPEOPLEFROMANYGIVENGROUP
WHOARENOTLOOKINGFORAJOBATANYGIVENPOINT

27. WHATWEDOISNOT
VITAL
IT’S
INCIDENTAL

28. ALL OF THIS GETS IN THE WAY

38. INCREDIBLE

39. “MOST OF US GO THROUGH LIFE
FINDING IT HARD ENOUGH TO HAVE
GOOD RELATIONSHIPS WITH THE REAL PEOPLE
IN OUR LIFE LETALONE ALLTHE BRANDS WE BUY.”
*Bruce McColl,Global CMO,Mars

40. COMPARED WITH HUMAN RELATIONSHIPS
BRAND RELATIONSHIPS ARE SHALLOW

41. WE’D LIKE TO THINK IT’S
THIS

43. WHEN THE REALITY IS
SOMEWHAT DIFFERENT

45. EEEEEEW!!

46. BRAND≠RELATIONSHIP

47. JUST BECAUSE PEOPLE ARE WILLING TO
GIVE THEIR ATTENTION TO OTHER PEOPLE,
DOESN’T MEAN THEY’RE WILLING
TO GIVE IT TO YOUR BRAND.

48. P2P
RELATIONSHIPSHAPPENBETWEENPEOPLE

49. YOUR PERSONAL
RELATIONSHIPS ARE IMPORTANT
HOW DO YOU HELP PEOPLE LIVE THEIR LIVES BETTER?

50. BECAUSE THEY INFORM THE WAY
PEOPLE FEELABOUTYOUR BRAND

51. ‘WE STRUGGLE TO ATTRACT GREAT PEOPLE,
BUT WHEN THEY MEET OUR TEAM IT’S EASY’
Toomanyemployerstoname

52. RELATIONSHIPSARE
HUMAN

53. DO NOT TRY TO BE A MAN OF SUCCESS,
STRIVE TO BE A MAN OF VALUE
AlbertEinstein

54. PUSHISDEAD.

55. PUSHISDEAD.
LIKEADODO.

56. 1. YouaremorelikelytocompleteNAVYSEALtrainingthanclickabannerad. (Source:SolveMedia)
2. Only8%of internetusersaccountfor85%of clicksondisplayads(andsomeof themaren’tevenhumans!).
(Source:comScore)
3. Youaremorelikelytogetafullhousewhileplayingpokerthanclickonabannerad. (Source: SolveMedia)
4. Theaveragepersonisservedover1,700banneradspermonth.Doyourememberany? (Source: comScore)
5. YouaremorelikelytosummitMountEverestthanclickabannerad. (Source: SolveMedia)
6. Theaverageclickthroughrateof displayadsis0.1%. (Source: DoubleClick)
7. Youaremorelikelytobirthtwinsthanclickabannerad. (Source: SolveMedia)
8. About50%of clicksonmobileadsareaccidental. (Source: GoldSpotMedia)
9. You are more likely to get into MIT than click a banner ad. (Source: Solve Media)
10. Youaremorelikelytosurviveaplanecrashthanclickonabannerad. (Source: SolveMedia)

58. SOCIAL NETWORKS AND MOBILE DEVICES
HAVE BECOME THE GATEWAY DRUGS
TO AWARENESS

59. 10 20 30
% saying “yes”
40 50
2010
2011
2012
33
25
16
“Do you follow any companies or brands on any social networking
sites such as Facebook or Twitter”

60. Reason Number of Mentions*
Sales / Discount / Coupons 56
Don’t Know 47
Like the Product 45
Content / Ideas 43
Keep Informed On New Products 35
Favorable Opinion of Company 29
News / Information 28
Humorous / Entertaining 18
Work There 18
Current Customer 17
Other 16
“Why do you enjoy following [first recalled brand] in particular?”

61. WE USE
SOCIAL NETWORKS MOBILE DEVICES
FOR LIGHTWEIGHT, QUICK CONSUMPTION

62. YELLING!!!DOESN’T WORK

63. AND HARD-SELLING DOESN’T WORK

64. THE TRICK TODAY IS NOTTO SET
OUT TO GRAB PEOPLE’S ATTENTION

65. THE AIM SHOULD BE TO GRAB
THEIR
INTEREST INSTEAD

66. FRIENDOFMINENOTFRONTOFMIND
“FRIENDOFMINEAWARENESSISPREDICATEDONTHEFACTTHAT
COMPANIESARECOMPETINGAGAINSTREALPEOPLEFORTHEATTENTION
OFOTHERREALPEOPLE.TOSUCCEED,YOURPROSPECTIVECUSTOMERS
MUSTCONSIDERYOUAFRIEND.ANDIF,LIKETHEIRFRIENDS,YOUPROVIDE
THEMREALVALUERATHERTHANSIMPLYOFFERASERIESOFCOUPONS
ANDCOME-ONS,THEYWILLREWARDYOURCOMPANYWITHLOYALTY
ANDADVOCACY,THESAMEWAYSWEREWARDOURFRIENDS.”
JAYBAER

67. YOUNEEDTOBEHUMAN
…NOTHING MAKES PEOPLE FEEL LOVED QUITE LIKE AN EMAIL FROM
**PLEASE DO-NOT-REPLY TO THIS EMAIL AS THE
MAILBOX DOESN’T ACCEPT INCOMING MESSAGES**

68. YOU NEED TO BE HELPFUL
…COMMIT RANDOM ACTS OF USEFULNESS

69. YOU NEED TO BE VALUABLE
…CONTENT IS THE KY JELLY OF THE BRAND RELATIONSHIP

70. YOU NEED TO BE PERSONAL…
YAHOO’S CMO KATHY SAVITT ON HER MARKETING APPROACH:
“I’M A SOMEWHAT UNCONVENTIONAL CMO.ATTHE END OF
THE DAY I VIEW MY JOB AS THE CHIEF CUSTOMER OFFICER…
IT’S REALLYABOUTA MANIACAL FOCUS ON CUSTOMERS.”

71. HAVEAVIEW

72. TAKEAPOSITION

73. MAKE ANEFFORT TO
UNDERSTAND ME

74. JUSTMAKEMEFEEL

75. tonic-agency.com
+44 20 7183 2556
+44 7740 804 385
@tomchesterton
+Tom Chesterton