The power of uniqueness in branding

THE POWER OF UNIQUENESSFor Hunter TAFE Cert IV Marketing

Unleash Your Higher Power – Heidi Alexandra Pollardwww.UQPower.com.au

As a workplace futurist and culture hacker, I get excited about the creation of uncorporate cultures and how business and people are adapting and creating new ways of working in order to remain relevant and be sustainable.

I’m passionate about

Work / play / living

Generosity EconomyGlobal nomadsCity based dwellersMassively mobile

EnergyDisconnectionDepression

Co-workingCollaboration

End of retirement

Cloud computingEducation reengineering

Quadruple bottom line

The challenge then for business owners and professionals is today’s world it is becoming even harder to

stand out.stand out.

““Heidi we’ve seen more Heidi we’ve seen more change in the last 3 change in the last 3

years than in the last years than in the last 3030.” .”

Shift happens.

• Hyper-connectivity• Increased Demand for CSR• Accelerating Technology • People want tailored convenience

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Change is happening exponentially

But people think linearly

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“The temptation of business is always to feed yesterday and to starve tomorrow.”

Dr Peter Drucker

Facebook – world’s largest media owner

Creates NO content

Alibaba – world’s most valuable retailer

has NO inventory

UBER – world’s largest transport company

Owns NO VEHICLES

air bnb – world’s largest accommodation provider

Owns NO HOTELSyet does 500,000 average #nightly stays

The best thing about being a workplace

futurist is that I get to make mistakes

Let’s take a walk in the Let’s take a walk in the Land of Possibility Land of Possibility

and see if you can be a and see if you can be a futurist too!futurist too!

Let’s take a walk in the Let’s take a walk in the Land of Possibility Land of Possibility

and see if you can be a and see if you can be a futurist too!futurist too!

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PAIR SHARE - DISCUSSHow many predictions did you guess?

Which predictions surprised you the most?

How does this apply to branding, marketing and consumer behaviour?

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CHANGE IS GOING TO HAPPEN YOU CAN CHOOSE TO LET IT HAPPEN TO

YOU OR YOU CAN

Make It HappenAND LEAD THE WAY!

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WHAT DOES ALL THIS CHANGE MEAN FOR

Branding?

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So what does it actually take to create a successful, sustainable

Personal or business brand?

associationWha

t is

a B

RAN

D?

name

logo

Why branding?

Take water + sugar + fizz + a can = costs less than 30c Write Coca-Cola on the can and charge $3.90Coca-Cola spends more on its brand than on its product

“A brand is more than a name or a logo – it is a promise and a contract with everyone with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying.”

- Richard Branson

individuals arealso unique

brands

SO WHERE DO YOU START?

#startwithU

LEVERAGE YOUR MINDYour brain is pre-programmed to answer questions.

Who was your best friend at school?

What was your first car?

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COLLABORATION AND LISTENING HACK

WANT TO INNOVATE? THEN START ASKING BETTER

questionswww.UQPower.com.au

• Person A – share with Person B something you’d like to be know for (or the company you work for).

• Person B – you can only respond with questions (no problem solving, telling or sharing your stuff)

EXTREME QUESTION CHALLENGE

If there is any hope of change it has to #startwithU

U must CHANGE

U must GROW

U must GET UNCOMFORTABLE

#startwithU

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REPORT BACK

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Stay in touch www.UQPower.com.auwww.linkedin.com/in/heidialexandrapollard