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How do you know when it's time to change a brand? This is the story of one brands transformation.
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HOW DO YOU KNOW WHEN IT’S TIME FOR A BRAND TRANSFORMATION?
WHAT’S THE HARD DATA TELLING YOU?
ARE YOU LISTENING TO YOUR CUSTOMER?
ARE YOU LISTENING TO YOUR
CUSTOMERS?
WHO HAS THE BUZZ IN YOUR CATEGORY?
5
6
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ARE YOU LISTENING TO YOUR CUSTOMER?
CAN YOU WAIT ANY LONGER TO CHANGE?
BORING
FAT
SPAM
SOFTWARE ANTIVIRUS
NE
RD
SLOW
BUG
INFECTION BARRIER
GEEKY
VIR
US
BLO
CK
ER
ATTA
CK
WHAT DOES YOUR BRAND STAND FOR?
BLOATED NORTON
PR
OTE
CTI
ON
WORM
10
NPS SCORES WERE FLAT
11
PURCHASE INTENT WAS DOWN
SALES WEREN’T GROWING FAST
ENOUGH
13
COMPETITION WAS INCREASING
14
WHAT WERE OUR CUSTOMERS
SAYING?
“I was a long@me Norton
advocate … but the BLOAT finally got to me.” “Norton completely SLOWS down my laptop … I’ve had viruses and spyware treat me nicer than Norton!” “UNINSTALLING Norton was the best thing I’ve done all week.”
WHO HAD THE BUZZ IN THE
SECURITY CATEGORY?
WERE WE READY TO CHANGE?
HOW DID WE CHANGE?
SECURITY THAT WON’T SLOW DOWN YOUR PC
“I am simply blown away; in fact I am in love with Norton now and probably will recommend it to everyone and their mama.” Michael Reyes, HardwareGeeks.com
We believe digital freedom is an essen@al
right in making people’s lives beUer.
We exist to be on the frontline in the united
movement against all digital
dangers.
FIND YOUR PURPOSE AND STORY
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A CRIME IS BEING COMMITTED…
EVERY 3½ MINUTES IN
NEW YORK CITY.
Source: National Police Agency, 2008
EVERY 2½ MINUTES IN
TOKYO.
Source: Observatoire de la delinquance (April 2009)
EVERY 18 MINUTES IN
San Jose.
Source: Symantec, 2008
EVERY ¼ OF A SECOND
ON THE WEB.
What’s your risk to danger online?
1 42 MILLION IN
1 2.600.000 IN
1 300 IN
1 31 IN
Source: Consumer Reports
WILL BE A VICTIM OF CYBERCRIME
6 10 IN
33
WE REALIZED WE NEED TO
SHAKE PEOPLE UP
34
WE NEEDED TO PROVE CYBERCRIME
IS REAL
35
HOW DID WE BRING THIS STORY TO LIFE?
ACTS
DEMAND GEN WEB ADS, VIDEOS AND SOCIAL MEDIA
ADS 1) PROVING CYBERCRIME IS REAL
CONSUMER BLACK MARKET
PLAY
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MULTI-‐CHANNEL
42
UNEXPECTED
43
INTERNATIONAL
44
INTERACTIVE EXPERIENCE: BLACK MARKET
45
46
47
UNEXPECTED
HOW DID WE BRING THIS STORY TO LIFE FOR EMPLOYEES?
WORKSHOPS BRAND BOOKLET INTRANET
CONSUMER BLACK MARKET
ACTS!!
50
WE HAD TO CHANGE OUR DNA
52
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55
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HOW ARE WE DOING?
57
4+ YEARS AVERAGE CUSTOMER LIFETIME
30% INCREASE IN NET PROMOTER SCORE
30% IMPROVEMENT IN RETENTION RATE
47% SHARE OF VOICE
GRO
WTH
58
!Cung Minh Norton AntiVirus is the best!.. Norton software has never given me any problems with my computer!!!!Danny Masincupp With Norton in front and around me I don't have to waste my time worrying about what is trying to sneak up behind me .. Trust you can take to the bank:! !! Jugador30 Laptop is now clean, updated, and organized. I love Norton Security Suite. !
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“TWEETER QUOTE WOULD GO HERE AND
ONTO HERE”
“TWEETER QUOTE WOULD GO HERE AND
ONTO HERE”
“TWEETER QUOTE WOULD GO HERE AND
ONTO HERE”
“TWEETER QUOTE WOULD GO HERE AND
ONTO HERE”
BUZZ: PRODUCT AWARDS
BUZZ: MARKETING AWARDS
Are you being honest with yourself about the perception of your brand? !Do you have strategies agency partner that can push the boundaries?!
FOUR QUESTIONS YOU NEED TO ASK YOURSELF
1. What is the data telling you? 2. What are your customers saying?
3. Who has the buzz in your category?
4. Are you listening to your gut? !
Are you being honest with yourself about the perception of your brand? !Do you have strategies agency partner that can push the boundaries?!
WHAT IS NEEDED TO CREATE A BRAND TRANSFORMATION
1. The best and most innova@ve products 2. A purpose that ignites the emo@on of the brand and it’s people
3. A story that’s not been told in this way in your industry
4. Acts that communicate your purpose and have higher purpose than selling !