品牌影响力进化手册

What Is GOOD Marketing? The global health pandemic has forced marketers to revisit their brand purpose as staying connectedto consumers has meant finding new ways to better serve local communities and society at large. As brands move forward, some are using this time to revamp their relationships with consumers,placing new emphasis on the importance of having greater sustainable relationships; relationshipsthat will outlast trends and withstand disruption. During 2021’s MarketingPulse conference, some of the world’s leading marketers shared how theyare redefining their strategies to meet the attitudes, expectations, and experiences of the post-COVIDAsian consumer. They are doing this through GOOD marketing - a combination of offering value through unique productsand services, mastering the art of storytelling that builds community, and using technology to amplifythe consumers’ voice in a way that can change the world for the better. What is GOOD Marketing?What is GOOD Marketing? Brands have to be ready to respond to two audiences:Users of a product and service ••Voices (opinions that shape the conversation; both advocates and dissenters) What makes GOOD Marketing? The challenge is how to continue to foster acommunity. The “concept of care” is important. Bryan MeehanExecutive Chair and CEO,Blue Bottle Coffee The core objective is to serve customers better…functions come after learning to understandwhat’s important to customers. Jeny Yeung Mei-chunCommercial Director,MTR Corporation Limited Collaborate with consumers and amplify theirvoices. Consumers themselves have stories anddreams which they share with you, which you canbring to your story. Greg Hoffman VP of Global Brand Innovation, Nike (2018-2020),Global CMO, NIKE (2016-2018),VP of Global Brand Experience & Creative,NIKE (2010-2016) Mastercard’s sound DNA allows the brand to benative to the countries where they are at. They canleverage the sonic identity at various touchpoints:advertising, digital experiences, popular culture,and digital point-of-sale. Rustom Dastoor Senior Vice President, Marketing &Communications, Asia Pacific,MasterCard Marketing accelerates what the business does.If the business is good, marketing is good. Edward Bell General Manager, Brand, InsightsandMarketing Communications,Cathay Pacific Marketing accelerates what the business does.If the business is good, marketing is good. Mayur GuptaChief Marketing and Strategy Officer,Gannett - USA Today Network Brand Purpose & DeliveringUnique & Valuable Services Delivering high quality experienceswithout lag When it comes to content, consumers want ahigher quality of experience, but they don’t wantto use more data. Consumers are not gettingpatient, they want high experiences immediately. Mark MellingHead of RYOT Studio EMEA//5G Lead EMEA + LATAM,Verizon Media Verizon with Virtual Travel In partnership with Yahoo, Verizon created a 360°VR travel immersiveexperience in Hong Kong. To join the campaign, participants activated the ARfunction on their phones and searched for specific keywords on the YahooHong Kong search engine. Yahoo Hong Kong selected the most-searchedlocal events, moments and places, and brought them to life with AR. Verizon Doritos Verizon partnered with Doritos to create a global augmented reality quest,registering more than 160,000+ users. The campaign combined virtualobjects (Vatoms) with augmented reality and blockchain technology tobring the digital experience to life, providing access via a mobile-onlywebsite for players. Verizon Virtual Fashion The pandemic brought new challenges for the fashion industry and Verizonarranged for a new era of virtual fashion shows in London. Bringingtogether fashion designers and XR specialists, The Fabric of Realityallowed people to use headsets to follow fashion shows in 3D, in real time,with the ability for participants to interact virtually with the environment. Embedding security and safety into purpose Brand purpose is a critical marketing element,with a focus on authenticity and transparencyderived from the digital age. Maslow’s pyramidhas flipped upside down. We need to prioritizethe fundamental building blocks that we tookfor granted. We need to focus on building thatsecurity and safety, which is now purposeful for us. Edward Bell General Manager, Brand,Insights and Marketing Communications,Cathay Pacific Providing care and continuity for the community Care for partners, customers, employees etcand Continuity to keep society running. Its notabout marketing for good, but Business ForGood. Brands need to first build performance andbehavior, then use marketing to share the message. Liu Xiaowei Regional Vice President External Relations,Shell Asia Pacific Giving people an opportunity buy “goods for good” The purchase of goods for good, has become acurrency for Taobao merchants. Consumers todayprefer to shop from merchants who they see aresharing the same philanthropic concerns. Tens ofmil