The Stoler Report – Advertising, E-Marketing, Social Media, Branding in the 21st Century

The Stoler Report – Advertising, E-Marketing, Social Media, Branding in the 21st Century


♪ [THEME MUSIC] ♪>>ADVERTISING, BRANDING, SOCIAL MEDIA, WHAT IS THIS WORLD? HOW DO YOU GET YOUR MESSAGE ACROSS? WHO DO YOU REACH? WHERE ARE WE GOING? WHAT HAS CHANGED IN THIS WORLD OVER THE LAST 20 OR 30 YEARS. TODAY, DUE TO THE HELP OF MY EXECUTIVE DIRECTOR AND EXECUTIVE PRODUCER, SENIOR MEMBER OF THE FAMILY, I HAVE PUT TOGETHER THESE THREE ADVERTISING EXECUTIVES TO TALK ABOUT WHAT IS HAPPENING IN THIS MARKET. MY GUESTS INCLUDE COREY BERGER, MANAGING DIRECTOR AT PEREIRA AND O’DELL. RYAN BERGER, WHO IS THE CEO OF BERGER SHOP AND A PARTNER AT HYPR. AND LAST BUT NOT LEAST, THE FATHER OF THESE TWO, RON BERGER, WHO IS THE CHAIRMAN OF BERGER SHOP. WHEN
YOU WENT INTO THIS BUSINESS, 45 YEARS AGO, WHAT WAS IT LIKE?>>IT WAS A SIMPLER TIME AND A SIMPLER BUSINESS FROM A MEDIA POINT OF VIEW AND THERE WAS A THING CALLED ADVERTISING AGENCIES AND IT WAS CLEAR WHAT THEY DID. WHAT THEY DID –>>ANSWERING THAT QUESTION, WHAT ARE YOUR COMPANIES?>>BERGER SHOP INJECTS BRANDS INTO CULTURE. WE’VE BEEN AROUND FOR NINE YEARS. HYPR IS THE WORLD’S LARGEST SEARCH ENGINE FOR INFLUENCERS. WE’RE THE LARGEST DATABASE TO IDENTIFY INFLUENCERS->>EXPLAINED TO ME HOW PEOPLE ACCESS YOUR DATABASE?>>THEY COME TO HYPRBRANDS.COM WE HAVE DATA ON 11 MILLION GLOBAL PEOPLE, WHO WE CALL INFLUENCERS, WHO THEY ARE AND WHAT THEIR AUDIENCE LOOKS LIKE FROM THE STANDPOINT OF WHERE THEIR AUDIENCE LIVES, WHAT IS THEIR AGE, GENDER? SO YOU UNDERSTAND WHO YOU ARE AND WHO YOU ARE REACHING. WE SELL ACCESS TO THE DATABASE TO BRANDS ALL OVER THE WORLD TO IDENTIFY WHO SHOULD SPREAD THE MESSAGE FOR THEM. ONE OF THE THINGS WE BELIEVE IN IS THAT PEOPLE LISTEN AND PEOPLE TRUST PEOPLE. IF YOU CAN IDENTIFY THE RIGHT PEOPLE TO SPREAD YOUR MESSAGE THAT IS WHAT HYPR DELIVERS.>>WITH REGARD TO THAT, ESPECIALLY WITH THE SEXUAL HARASSMENT AND ALL THE REST, WHAT HAPPENED TO THOSE PEOPLE WHO WERE A PART OF THIS BRANDING WHO ARE BEING UTILIZED FOR DIFFERENT PRODUCTS?>>YOU ARE SEEING THAT ACROSS EVERY CHANNEL. YOU CAN HAVE A FORMER ATHLETES WHO ARE IN COMMERCIALS WHO END UP GETTING IN TROUBLE->>I THINK THERE WAS A GUY USED TO AVIS, OJ?>>YOU HAD OJ, YOU KNOW? SO IT RUNS THE GAMUT BUT ONE OF THE THINGS WE REALLY HELP OUR CLIENTS IS HELPING UNDERSTAND, WHO ARE THE RIGHT PEOPLE TO SPREAD YOUR MESSAGE. HAVE THEY BEEN IN TROUBLE? HAVE THEY WORKED WITH A BRAND THAT MIGHT BE A CONFLICT? SO IF YOU’RE NIKE, AND YOU WANT TO WORK WITH AN INDIVIDUAL, YOU WANT TO MAKE SURE THAT THAT INDIVUDUAL HASN’T WORKED BEFORE WITH REEBOK OR ADIDAS OR UNDER ARMOUR OR SOME OF YOUR COMPETITORS. WE HELP YOU UNDERSTAND NOT ONLY THE TROUBLE AND ISSUES A PERSON MAY HAVE, BUT WE ALSO HELP YOU UNDERSTAND PARTNERSHIPS THEY HAVE HAD SO YOU CAN DOMINATE.>>WHAT DO YOU RUN? WHAT IS DIFFERENT BETWEEN YOU AND YOUR BROTHER? BESIDES THE FACT THAT YOU ARE YOUNGER.>>SO PEREIRA AND O’DELL IS A MID-SIZED INDEPENDENT CREATIVE AGENCY. WE HAVE OFFICES IN NEW YORK AND SAN FRANCISCO. WE HAVE 160 PEOPLE COMBINED. WE WORK WITH BRANDS ACROSS ALL CATEGORIES AND HELP THEM IDENTIFY WHAT THEIR PURPOSE IS AN BRING THAT PURPOSE TO LIFE ACROSS ALL KINDS OF CAMPAIGNS AND PROGRAMS THAT RUN FROM TV DOWN TO SOCIAL MEDIA.>>IN TODAY’S WORLD, YEARS AGO YOU DIDN’T KNOW WHAT SOCIAL MEDIA- IT WASN’T->>WELL, IT WASN’T ANYTHING.>>READING SOMETHING ON YOUR WEBSITE, SOCIAL MEDIA CAME AROUND IN 2006, 2007 AND MAYBE INITIALLY WITH TWITTER AND TO A CERTAIN LEVEL AND TODAY YOU HAVE A VARIETY OF SOURCES OF SOCIAL MEDIA AND AS WE WERE TALKING IN ADDITION TO SOCIAL MEDIA, YOU HAVE APPS, WHICH ARE REALLY A FORM OF SOCIAL MEDIA.>>THERE ARE TOUCH POINTS THAT BRANDS NEED TO FIGURE OUT WHAT’S THE RIGHT WAY TO USE TO ENGAGE THEIR CONSUMER. WHEREAS 30, 40 YEARS AGO, MARKETERS SPENT THEIR MONEY TRYING TO FIGURE OUT HOW TO DISRUPT PEOPLE’S LIVES AND INTERRUPT THEM AND STAND OUT. TODAY, THAT DOESN’T WORK ANYMORE.>>I AM GOING TO USE A GOOD EXAMPLE. YOUR DAD HAD TIMBERLAND AS A CLIENT, RIGHT? YOU HAVE TIMBERLAND AS A CLIENT. WHAT WAS YOUR APPROACH TO THE CONSUMER TO GET PEOPLE?>>IT IS A TERRIFIC EXAMPLE. WHEN I WORKED ON TIMBERLAND IN 1979 OR 1980, THERE WAS NO BRAND CALLED TIMBERLAND.>>YOU CREATED IT?>>IT WAS A WORK BOOT MADE IN NEW HAMPSHIRE, AND LIKE A LOT OF SHOE COMPANIES UP THERE, WE CREATED THE TIMBERLAND BRAND AS A PERFORMANCE WORK BOOT THAT HAD A FASHION SENSIBILITY ABOUT IT. WHEREAS THAT WAS WHAT I DID FOR THE FOUR OR FIVE YEARS AND CREATED A WORLDWIDE BRAND CALLED TIMBERLAND AND THIS IS INTERESTING, TOTALLY UNRELATED, PITCHES THE BUSINESS, WINS IT, AND->>TODAY THEY ARE EXISTING IN A TOTAL DIFFERENT CLIMATE. THEY ARE A BILLION-DOLLAR GLOBAL BRAND.>>THEY’RE NOT ONLY A SHOE BUSINESS->>CORRECT. THEY’VE EXPANDED THEIR PRODUCT OFFERING SIGNIFICANTLY. THERE ARE A NUMBER OF TRADEWINDS THEY FACE IN A TOUGH ENVIRONMENT THIS IS A REAL ESTATE SHOW IN MANY INSTANCES, AND THEY ARE A REAL ESTATE COMPANY. THEY HAVE FOOTPRINTS ALL ACROSS THE WORLD.>>RELATING TO THAT, TIMBERLAND HAS BRICKS AND MORTAR RETAIL. TIMBERLAND HAS INTERNET, AND TIMBERLAND PRODUCTS ARE SOLD EVERYWHERE. HOW DO THEY IDENTIFY, AND HOW DO THEY MAKE THEMSELVES TODAY AN INFLUENCE THAT PEOPLE ARE GOING TO USE?>>THE BRAND HAS ALWAYS BEEN CARRIED BY PEOPLE. WHEN YOU LOOK AT A TIMBERLAND BRAND, THERE HAS BEEN AN INDIVIDUAL PROFILE WHO HAS ALWAYS WORN THAT. IT IS A COOL LOOKING BOOT AND IT IS STYLISH. IT CAN BE WORN ACROSS MULTIPLE DIFFERENT WEATHERS. WHAT THEY HAVE DONE SO GREAT OVER THE PAST TIME THAT THEY’VE HAD THE BUSINESS IS WORK WITH THE RIGHT PEOPLE WHO HAD THE INFLUENCE. TIMBERLAND IS A BIG ASPECT OF HIP-HOP. THEY HAVE WORKED WITH HIP-HOP ARTISTS TO BE PART OF COMMERCIALS AND BE PART OF A CAMPAIGN. IT IS NOT COMING OUT ANY MORE AND SAYING, HI, WE ARE TIMBERLAND OR HI, WE’RE ANY BRAND. PAY ATTENTION TO US. IT’S WE’RE GOING TO WORK WITH THE RIGHT PEOPLE WHO HAVE THE RIGHT INFLUENCE TO PUT THE SHOE ON THAT INDIVIDUAL AND LET EVERYBODY SEE THAT BECAUSE THE IDEA IS TO INFLUENCE THE CULTURE.>>I AGREE THAT THE COMPANY STARTED REALLY AS A SHOE COMPANY BUT TODAY THE COMPANY WITH THE RETAIL STORES IT IS AN APPAREL COMPANY. IT IS MORE THAN A SHOE COMPANY. THE QUESTION IS WHICH MARKET THEY WANT TO GO AFTER.>>I WOULD SAY THEY ARE A LIFESTYLE COMPANY THAT OPERATES IN THE APPAREL AND FASHION IS THIS. ONE OF THE THINGS THAT GIVES RYAN AND COREY AN ADVANTAGE IN THE WORLD TODAY IS A UNDERSTAND THE POWER OF WHAT A BRAND IS. ALL OF THE STUFF THEY ARE DOING ARE THE TACTICS THAT THE CURRENT WORLD ALLOWS YOU TO DO. THE TIMBERLAND BRAND IS A STRONG BRAND.>>I JUST DID A REPORT ON 1010 WINS AND I SPOKE ABOUT WINE AND SPIRITS. WHEN YOUR FATHER AND I WERE AROUND, IT WAS CALLED LIQUOR STORES. WHEN I WAS ON MY WAY TO WINS, THE TAXI PASSED A LIQUOR STORE THAT SAID LIQUOR STORE. IT DIDN’T SAY WINE. NOW YOU DON’T SEE ANYTHING THAT SAYS LIQUOR STORE. EVERYTHING IS BRANDED AS “WINE AND SPIRITS.” THE EXAMPLE YOU BE THE TEQUILA BUSINESS. GEORGE CLOONEY MADE A MINT. ENTOURAGE HELPED EVIAN. WHEN YOU ARE GOING TO A COMPANY, YOU HAVE A VARIETY OF COMPANIES IN ADDITION, YOU HAVE THE OPPOSITE EXTREME. YOU HAVE A DIFFICULT PRODUCT WHEN YOU’RE SELLING MEMORIAL SLOAN KETTERING. THEY ARE THE PREMIER CANCER CENTER IN THE WORLD. IT IS A PRODUCT THAT PEOPLE DON’T LIKE HEARING ABOUT.>>IT IS THE ONLY CLIENT WE HAVE THAT WE HOPE NOBODY EVER USES. AND MEMORIAL SLOAN KETTERING’S SITUATION, THEY ARE A 150-YEAR-OLD CANCER INSTITUTION TO YOUR POINT THEY’VE DEVELOPED THE REPUTATION AS BEING THE LEADER IN THAT SPACE ACROSS THE WORLD. AND NOT ONLY IN THEIR TREATMENT BUT DEVELOPING TREATMENTS THEY TEACH TO DOCTORS WHO GO ON AND WORK FOR THEIR COMPETITORS. WE STARTED WORKING WITH THEM FOUR YEARS AGO, THE HEALTH CARE ENVIRONMENT, CERTAINLY IN THE TRI-STATE AREA, HAD STARTED TO CHANGE AND A LOT OF COMPETITORS HAD STARTED TO INVEST MORE IN MARKETING AND ADVERTISING TO GET THEIR MESSAGE ACROSS. IN MANY WAYS, MEMORIAL SLOAN-KETTERING WAS HELPING BUILD THEIR COMPETITOR’S BUSINESS BY TEACHING THE INNOVATIONS THEY CAME UP WITH. WHAT THEY REALIZED WAS THEY NEEDED TO START GETTING OUT THERE AND REACHING PEOPLE WHO MAY NOT BE AS FAMILIAR WITH THE BRAND AS THE OLDER GENERATION WAS.>>I WILL GIVE YOU ANOTHER ONE, QUAKER OATS. THAT WAS A DIFFERENT TYPE OF BUSINESS. QUAKER OATS WAS AT ONE TIME MOSTLY PRINT AND TELEVISION MEDIA. YOU AT HYPR DID A MAJOR THING WITH QUAKER OATS WAS TOTALLY UNIQUE.>>WE WORK WITH PEPSI GLOBALLY. QUAKER IS ONE OF THE BRANDS UNDER PEPSI. DID A BIG OPENING FOR A STORE IN THE WEST VILLAGE CALLED OATMEAL’S AND NEEDED FOUR OR FIVE INFLUENCERS FROM HYPR TO COME IN AND TELL THE WORLD ABOUT THE STORE AND THE BENEFITS AND HOW GREAT QUAKER OATS IS.>>HOW COME YOU DIDN’T GET ME? I LIKE OATMEAL.>>YOU WEREN’T IN THE SYSTEM.>>YOU WERE AT A DIFFERENT LEVEL ON THE OATMEAL.>>I THINK THE KEY FOR HOW I ATTACK THINGS IS WE LOOK AT THINGS IN A SENSE OF HOW DO YOU EQUIP PEOPLE WITH THAT MESSAGE, AND HAVE PEOPLE SPREAD THAT MESSAGE FOR YOU? YOU LOOK AT THE WORK HE DID AROUND DOS EQUIS AND THE MOST INTERESTING MAN IN THE WORLD, THE LAST LINE IN THAT CAMPAIGN OF EVERY SPOT WAS, “I DON’T DRINK BEER, BUT WHEN I DO, I PREFER DOS EQUIS.” WELL WE GREW UP WITH COMMERCIALS THAT SAID, HERE’S THE PRODUCT AND YOU BETTER EAT IT, DRINK IT, OR ENGAGE WITH IT. NOW YOU HAVE THE MOST SUCCESSFUL AD CAMPAIGN IN THE LAST 10 YEARS TALKING, WELL, I DON’T DRINK IT MUCH, BUT WHEN I DO, THIS IS THE ONE THAT I PREFER. IT IS THIS DIFFERENT WAY OF SPEAKING TO PEOPLE. IT’S PEOPLE SPEAKING TO PEOPLE. IT’S USING MODERN TECHNOLOGY TO REACH PEOPLE WITH BRANDS, WHETHER IT IS APPS, INNOVATIVE ADVERTISING, BUT IT HAS PROVIDED A MESSAGE THE AUDIENCE WILL ENGAGE WITH.>>HOW HAS THE ADVERTISING CHANGED AUTO TO CURRENT DAY?>>I WILL GIVE YOU AN EXAMPLE OF A CAMPAIGN I DID, WHICH IS ONE OF THE MOST FAMOUS ONES I DID. IT WON BEST OF COMMERICAL AT AD AGE, IT WAS FOR VOLVO. IT WAS ABOUT SURVIVORS. IT WAS ABOUT PEOPLE WHO SURVIVED LIFE-THREATENING ACCIDENTS IN VOLVOS, AND IT HAD BEEN AUTHENTICATED THAT THE CAR SAVED THEIR LIVES. IT WAS A 60 SECOND AND 30 SECOND COMMERCIAL. TODAY, THAT IDEA WOULD LIVE ACROSS ALL THE DIFFERENT CHANNELS, THE SITE THAT THEY WOULD HAVE, EVENTS, THE IDEA WOULD BE THE SAME EXACT IDEA THAT VOLVO SAVES LIVES. WE BUILD SAFE CARS, BUT THE BENEFIT IS WE SAVE LIVES. IT IS INTERESTING THAT COREY HAS A NEW CAR ACCOUNT.>>WHO’S YOUR->>WE ARE WORKING WITH MINI USA. SO WE’RE HELPING THEM FIGURE OUT HOW THEY CAN CREATE A MARKETING AND ADVERTISING THAT BUILDS ON SOME OF THE ICONIC WORK THEY HAVE DONE OVER THE PAST FEW DECADES. IT ALSO RECOGNIZES WE ARE IN A MARKET IN THE UNITED STATES THAT PEOPLE LIKE TO BUY REALLY BIG CARS AND WITH GAS PRICES WHERE THEY ARE, THAT BECOMES MORE PREVALENT, FIGURING OUT HOW WE COMMUNICATE WITH PEOPLE IN A CREATIVE CLASS WHICH IS WHERE MINI’S REALLY LIVE, HOW THEY PRESENT THEIR OFFERING IN A WAY THAT MAKES IT FEEL LIKE MINI IS RIGHT FOR THEM. THE POINT WE ARE TRYING TO MAKE IS THAT WHEREAS IT USED TO BE HOW YOU INTERRUPT AND DISRUPT PEOPLE, NOW YOU UNDERSTAND PEOPLE’S TIME IS VALUABLE AND IT’S A COMPETITION FOR THEIR ATTENTION.>>MY SENSE THE WORD YOU ARE CIRCLING IS THE WORD ENGAGEMENT. HOW DO YOU ENGAGE YOUR AUDIENCE TODAY?
YOU HAVE THE TOOLS TO DO IT IN WAYS THAT 40 YEARS AGO WE WEREN’T.>>I THINK ENGAGEMENT IS KEY. TODAY’S CONSUMER, BASED ON AGE GROUP, IS LOOKING FOR SHORT, SUCCINCT INFORMATION AS OPPOSED TO A ONE MINUTE COMMERCIAL.>>BUT NOT ALWAYS. I THINK IT’S ABOUT RESPECTING THEIR TIME AND UNDERSTANDING THAT IF YOU’RE GOING TO ENGAGE WITH THEM, YOU NEED TO PROVIDE SOMETHING OF VALUE. AND THAT COULD BE ENTERTAINMENT, BUT IT COULD ALSO BE A UTILITY THAT PROVIDES VALUE AND ADDS TO THEIR LIFE. BRANDS NEED TO UNDERSTAND THAT ATTENTION AND THAT TIME IS VALUABLE, AND THEY NEED TO DELIVER SOMETHING FOR THAT TIME THAT BRANDS ENJOY — THAT PEOPLE ENJOY ENGAGING WITH.>>THE BIGGEST CHANGE THAT YOU HAVE SEEN IN OUR LIVES IS THAT IN THE PAST 10 YEARS, HE NOW HAS FIVE GRANDCHILDREN. COREY HAS TWO KIDS AND I HAVE THREE KIDS. HAVING FIVE KIDS UNDER THE AGE OF 10, OUR WIVES NEED TO KNOW HOW TO HANDLE THE KIDS AND OPERATE AS FAR AS BEHAVIOR AND THINGS THAT KIDS NEED. OUR WIVES AREN’T GOING TO WATCH COMMERCIALS DURING SHOWS, FOR EXAMPLE. THEY MIGHT FAST FORWARD THEM. WHEN OUR WIVES ARE IN THE PARK AND OTHER MOMS TELL OUR WIVES ABOUT A PRODUCT, OUR WIVES MIGHT READ A MOM BLOG, AND IT MIGHT HELP THEM UNDERSTAND HOW TO DO HOMEWORK BETTER WITH THE CHILDREN OR HOW TO COOK A CERTAIN MEAL HEALTHY. AS COREY SAID, IT’S NOT ABOUT LONG CONTENT OR SHORT, IT IS ABOUT UNDERSTANDING PEOPLE’S LIVES AND HOW TO ENGAGE WITH WHAT IS IMPORTANT WITH THEM.>>IN THE GREEN ROOM, WE BROUGHT UP APPS TODAY IN CERTAIN CASES ARE RUNNING COMPANIES. LIKE UBER, AND LYFT. THAT’S AN APP DRIVEN COMPANY. IF THEY DIDN’T HAVE THE APP, THERE WAS NO BUSINESS. PEOPLE DON’T MAKE A PHONE CALL. THE BLACK CAR SERVICE BUSINESS WAS A TELEPHONE BUSINESS.>>IT IS A PERFECT EXAMPLE OF THE SAME PRODUCT BEING DELIVERED BUT BUSINESS IS BEING BUILT AROUND THEIR TOUCH POINT. INSTEAD OF GOING INTO A STORE TO BUY SOMETHING, YOU TOUCH A BUTTON ON YOUR PHONE AND A CAR SHOWS UP.>>WHAT EFFECT IN YOUR MIND DOES AN AMAZON OR A JET, WHICH IS OWNED NOW BY WALMART, HAVE AN EFFECT ON YOUR BUSINESS?>>HUGE. I MEAN, ONE OF THE THINGS THAT A LOT OF CLIENTS ARE ASKING FOR NOW IS AN AMAZON STRATEGY. WE WORK WITH BLUE APRON AND THE SINGLE BIGGEST IMPACT ON THEIR BUSINESS OVER THE LAST YEAR WAS AMAZON BUYING WHOLE FOODS AND ANNOUNCE THEY WILL GET INTO THE DIRECT CONSUMER FOOD BUSINESS. THE RESULT OF THAT HAS NOT BEEN SO POSITIVE ON BLUE APRON’S STOCK PRICES SINCE THEY WENT PUBLIC. MORE AND MORE BRANDS ARE REALIZING AMAZON IS A PARTNER, COMPETITOR, OR BOTH.>>WHEN THEY CAME OUT, THEY WERE NEAR BANKRUPTCY. THEY WERE NOT ABLE TO GET THE CONSUMER INTO IT. FIRST DIRECT IS A MULTIBILLION DOLLAR COMPANY TODAY. THEIR CONSUMER HAS DONE A DIFFERENT MARKET.>>I THINK BRANDS ARE STILL TRYING TO FIGURE OUT WHETHER AMAZON IS A COMPETITOR OR A PARTNER OR IN MANY CASES, BOTH. I THINK ACCEPTING THE REALITY OF THE ROLE AMAZON IS PLAYING IN THE EVER-INCREASING PROMINENCE ACROSS ALL CATEGORIES IS SOMETHING A LOT OF COMPANIES ARE WRESTLING WITH AN ASKING FOR STRATEGIES ON HOW TO DEAL WITH IT.
>>55% OF PRODUCT SEARCHES ON THE INTERNET NOW ARE THROUGH AMAZON AND NOT THROUGH GOOGLE. PEOPLE ARE GOING TO THE AMAZON SITE AND PUTTING IN “BABY DIAPERS” SO THEY ARE NOW LIVING ON THE SITE. AS A RESULT, THE THREE BIG COMPANIES PUBLISHED — ANNOUNCED THAT THEY ARE INCREASING THEIR ADVERTISING SPENDING ON AMAZON BY FOURFOLD. AMAZON IS THE BIGGEST COMPETITOR TO FACE TO GOOGLE IN TERMS OF THEIR ADVERTISING DOMINANCE BECAUSE PEOPLE ARE GOING THERE TO PRODUCT SEARCH.>>CAN WE SEE IN THE SAME MANNER, ALIBABA, WHICH IS THE AMAZON OF CHINA COMING TO THE MARKET OVER HERE AND BEING AN INFLUENCE?>>YOU HAVE A LOT OF CATEGORIES SAYING THAT IS AMAZON GOING TO COME INTO OUR CATEGORY? CVS AND AETNA ANNOUNCED A MERGER. THEY BELIEVE AMAZON MAY TRY TO GET INTO THE PHARMACEUTICAL AND DRUG BUSINESS. I THINK A LOT OF THAT IS THAT LEADERS OF DIFFERENT SECTORS FIGURING OUT IF THEY ARE THINKING ABOUT MOVING BUSINESS FORWARD AND PROTECTING MARKET SHARE AGAINST WHAT AMAZON IS.>>I WAS GOING TO ADD, YOU TAKE A COMPANY LIKE ALIBABA, WHO IS A BIG FAN OF INFLUENCERS, AND IT IS INTERESTING TO SEE HOW THEY ARE LOOKING AT WHAT IS GOING ON IN TRYING TO IDENTIFY WHO ARE THE RIGHT PEOPLE TO SPREAD THEIR MESSAGE. THE COOL THING ABOUT AMAZON IS THAT EVERYONE TALKS ABOUT THEM ALL OF THE TIME. THE BIGGEST AD THEY HAVE IS THE BOX THAT SITS IN FRONT OF EVERYBODY’S DOOR. THE BOXES COME, AND THAT IS THE ULTIMATE BRANDING FOR AMAZON.>>YOU’VE NEVER MET ANY AMAZON EMPLOYEE.>>RIGHT.>>IN DIFFERENT PARTS OF THE COUNTRY, APARTMENT COMPLEXES TODAY ARE BUILDING AMAZON LOCKERS. THEY HAVE THE NEED. PART OF THE WHOLE FOODS OPERATION TODAY IS THE AMAZON LOCKERS ARE IN THE STORE BECAUSE TOO MUCH OF THE MERCHANDISE HAS BEEN ROBBED WHEN IT IS LEFT AT THE DOORS. YOU NEED THIS. IT’S LIKE WHAT HAPPENED WITH FRESH DIRECT. CERTAIN BUILDING OWNERS HAD TO BUILD COLD ROOM SO THEY COULD KEEP THE FOOD. WHAT ABOUT REBRANDING TODAY? USING ANOTHER EXAMPLE THAT DAD WAS INVOLVED WITH. HE MADE, MAKE THE DONUTS. DUNKIN’ DONUTS WAS DUNKIN’ DONUTS. NOW IT IS COMING AROUND THAT IT MAY BE CALLED DUNKIN’ AS OPPOSED TO DONUTS BECAUSE DONUTS AREN’T HEALTHY OR CERTAIN PEOPLE DON’T LIKE DONUTS OR GMOS, ALL THE CONDITIONS, FOOD ALLERGIES->>I LOVE DONUTS.>>MY DAUGHTER.>>THE MUNCHKINS’ I REALIZE. WHAT ABOUT THE REBRANDING OF A HEALTH CARE SYSTEM?>>THESE GUYS CAN TALK BETTER ABOUT IT THAN I CAN. THE ONLY THING I CAN SAY IS THAT REBRAND HAPPENS WHEN YOU WANT PEOPLE TO TALK, RIGHT? YOU WANT SOMETHING TO CHANGE. WHEN YOU’RE DUNKIN’ AND YOU’RE LOOKING AT CULTURE AND SAYING PEOPLE ARE ALL ABOUT HEALTH AND JUICING AND WORKING OUT AND WE LIVE IN AN ENVIRONMENT WHERE EVERYTHING IS ALL ABOUT EXERCISE, DO YOU WANT TO BE THE COMPANY THAT TALKS ABOUT WI-FI AND COFFEE AND QUICK ABILITY TO PICK UP FOOD, OR DO YOU WANT TO BE A COMPANY THAT TALKS ABOUT BASICALLY MAKING PEOPLE OVERWEIGHT AND DRIVING YOUTH TO BECOME BIG BECAUSE THEY ARE EATING DONUTS EVERY SINGLE DAY?
IT IS CHANGING THE CONVERSATION.>>YOU MEAN YOU DON’T HAVE INFLUENCES OVER THERE GOUGING THEMSELVES WITH DONUTS?>>I LOOK AT IT FROM WHAT DO YOU WANT PEOPLE TO TALK ABOUT AS YOUR BRAND? A LOT OF TIMES, WHEN WE LOOK AT REBRANDING, COMPANIES WANT TO CHANGE THE CONVERSATION.>>DUNKIN’ IS DOING IT AND WE LOOK AT WHETHER THEY ARE GOING TO CHANGE THE NAME. THE CAMPAIGN HAS BEEN AMERICA RUNS ON DUNKIN’. YOUR USING COFFEE AS THE CENTER OF THE BUSINESS.>>THE BEVERAGE BUSINESS TODAY, YOU WALK AROUND THE CITY OF NEW YORK, AND YOU HAVE OVER THE LAST THREE YEARS A PROLIFERATION OF AT LEAST 15 NEW COFFEE BRANDS. ALL DIFFERENT NAMES AND DIFFERENT LOCATIONS. IF YOU’RE PITCHING THAT CUSTOMER, HOW DO YOU TELL THEM WHAT MAKES THEM DIFFERENT?>>CERTAINLY, COFFEE AND COFFEE SHOPS HAVE BECOME — AND STARBUCKS HAS A LOT TO DO WITH THIS, HAVE BECOME INCREASINGLY POPULAR. WE ARE SKEWED BY THE EXPERIENCE WE HAVE ON THE COAST, WHETHER IN NEW YORK OR SAN FRANCISCO OR L.A., THE MIDDLE OF THE COUNTRY DOESN’T HAVE SOME OF THESE. THAT IS A BIG PART OF WHERE DUNKIN’ DONUTS LIVES.>>LOOK AT BLOCKBUSTER AND RED BOX ON THE DVDS, OK? THERE IS A COMPANY SURVIVING IN THE MIDWEST STILL HAVING STORES WITH DVDS BECAUSE THAT IS A DIFFERENT CONSUMER AND A DIFFERENT PRODUCT.>>I THINK — GETTING BACK TO THE REBRANDING, IT COMES BACK TO WHAT IS A BRAND’S PURPOSE AND REASON FOR BEING. COMPANIES NEED TO ALWAYS BE SPENDING A LOT OF TIME THINKING ABOUT THAT. IF THAT NEEDS TO BE EVOLVED FOR TODAY’S CULTURE, REBRANDING IS A PART OF IT.>>ARE COMPANIES SPENDING MORE ON ADVERTISING AND BRANDING TODAY OR MORE IN YOUR GENERATION?>>I THINK SOME COMPANIES ARE SPENDING LESS. YOU TAKE A CATEGORY LIKE THE HOSPITAL BUSINESS THAT DIDN’T EXIST 30 YEARS AGO, AND YOU TALK ABOUT HUNDREDS OF MILLIONS OF DOLLARS SPENDING ON A CATEGORY THAT DIDN’T EXIST. THERE HAS BEEN A SHIFT->>WE WERE TALKING BEFORE HOW MUCH PEOPLE ARE USING PRINT MEDIA COMPARED TO –>>IT IS NOT THAT THE BUDGET IS MORE OR LESS, BUT IT IS DIFFERENT CHANNELS. 20 OR 30 YEARS AGO, THERE WAS NO AMAZON OR FACEBOOK OR GOOGLE. THERE WAS NO ABILITY TO CONNECT WITH SOMEONE WHO HAS 400,000 FOLLOWERS AND LIVES IN THE MIDDLE OF IOWA, AND YOU WANT THEM TO POST ONCE A MONTH ON YOUR BEHALF. THAT NEVER EXISTED. THE BUDGETS ARE THE SAME OR BIGGER, BUT THE DIFFERENCE IS THEY JUST DON’T GO TO CBS, ABC, NBC AND ESPN ANYMORE. WE’RE SEEING THAT GOING ON WITH THE CHANNELS AND THE LAYOFFS.>>YOU ARE SEEING PEOPLE NOT EVEN GOING FOR THE TV. WE’RE SEEING THEM ON THE INTERNET.>>CORD CUTTING AND PEOPLE NOT WANTING TO HAVE TELEVISIONS IN THEIR HOUSE AND CONSUMING MEDIA IN A DIFFERENT WAY.>>ONE OF THE REASONS WHY COMPANIES ARE SPENDING MONEY IS THE ABILITY TO MEASURE WHAT IS GOING ON AND SEE RESULTS, POSITIVE OR NEGATIVE, ON A MUCH MORE IMMEDIATE BASIS. IF THEY RUN ADS ON FACEBOOK, THEY KNOW WHO THEY ARE TALKING TO AND THEY SEE THE IMMEDIACY OF THE RESULTS. IF THEY RUN IN PRINT, IT IS HARDER TO MEASURE ON A LESS TIMELY BASIS.>>IT HAS ALWAYS BEEN ABOUT CREATING A REALLY STRONG BRAND. IT WAS ALWAYS TRADITIONAL ADVERTISING, BUT NOW IT IS ABOUT THE EXPERIENCE, YOUR PRODUCT, AND HOW DO YOU WRAP IT IN ADVERTISING TO COMMUNICATE TO A LARGE AUDIENCE. TAKE A BRAND LIKE TESLA. I THINK EVERY TIME YOU HEAR THE WORD TESLA OR AMAZON, YOU THINK, WOW, IT’S THIS GREAT BRAND, BUT VERY RARELY DO YOU ACTUALLY SEE ADVERTISING UP UNTIL RECENTLY WITH AMAZON, YOU NEVER SAW IT WITH TESLA. IT IS ALWAYS — I KEEP GOING BACK TO WHAT IS THE PURPOSE? DEPENDING ON WHAT IS HAPPENING IN YOUR CATEGORY, WHAT IS THE RIGHT WAY TO COMMUNICATE THAT?>>WE COULD SPEND THE NEXT HOUR BUT WE’RE FINISHED. I’D LIKE TO THANK COREY, RYAN AND RON AND I’LL SEE YOU NEXT WEEK. ♪ [THEME MUSIC] ♪

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