As a seasoned veteran in the digital, marketing and communications industries, and now “pivoting” back into the real estate industry with Keller Williams On The Water Sarasota, I have been fortunate to work with some of the most iconic brands in the world such as IBM, Microsoft, Nike, Nestle, Air France, AT&T, VISA, Unilever, EA.com, Ferrari, Acer Computers, BMW, ABC, The Walt Disney Co, Nike, Weight Watchers, Shutterfly.com, TiVo, and many more.
With over 30 years of experience, I have a unique perspective on what it takes to create successful global campaigns (both online and offline). Importantly, I have been able to think beyond borders and cultural differences and have developed hundreds of worldwide campaigns and strategies that truly resonate with customers and clients around the world.
“A great brand experience is not only about products or services, it’s about creating a relationship with customers that inspires loyalty.” – Geoff De Weaver
Importantly, since 2016, the marketing and communications landscape has changed significantly with the advent of web3, blockchain, metaverse, crypto, tokenization, AI, DAO, SaaS, TTV, and more. This has opened limitless new opportunities for global campaigns and brands to connect with customers in ways that were never possible before. The world today is more connected than ever before and that has made it more crucial than ever to have a limitless mindset with a global perspective.
In an article I wrote on LinkedIn back in October 26, 2016, entitled “Planning for
Global Marketing & Advertising Success – a ‘Local Touch” I discussed the importance of understanding your customers and the competition. I also discussed the importance of framing the business environment and developing branding objectives and strategies. Today, I am excited to say that these concepts are even more important in the current digital landscape.
Having worked on brands like: Coca-Cola, IBM, VISA, AT&T, P&G that are headquartered in the US but have expanded worldwide, here are some comments I can make from my global experience over 3 decades:
1. Understanding the local market: By focusing on the local market first, companies can gain a deep understanding of the cultural, economic, and social factors that affect consumer behavior. This knowledge can be used to tailor products and marketing strategies to meet the specific needs of the local market, resulting in more effective and efficient marketing efforts.
2. A global mindset opens limitless opportunities for innovation: Companies with global aspirations are exposed to diverse cultures, ideas, and technologies, which can lead to new and exciting products and services. For example, Starbucks has expanded globally and as a result, they have been able to offer local flavors and menu items in different countries such as the “Matcha Tea Latte” in Japan and the “Eggnog Latte” in the United States.
3. Building brand loyalty: Focusing on the local market first allows companies to build strong relationships with consumers and establish a loyal customer base. This loyalty can be leveraged to expand into other markets, as consumers are more likely to trust and support a brand that they know and trust.
4. Cost efficiency: By focusing on the local market first, companies can save on the costs associated with entering new markets. This includes the costs of market research, product development, and marketing campaigns. Additionally, by focusing on the local market, companies can test new products and strategies before scaling up to a global level.
5. Having global aspirations allows for limitless growth potential: Companies that have a global mindset can expand into new markets, which can lead to increased revenue and a larger customer base. For example, McDonald’s has expanded into over 100 countries and territories, which has greatly contributed to their success as a global brand.
6. Adapting to local regulations: Every country has its own set of laws and regulations that companies must adhere to. By focusing on the local market first, companies can ensure that they follow these regulations and avoid costly fines and penalties.
7. Local partnerships: Focusing on the local market first allows companies to establish partnerships with local businesses and organizations. These partnerships can provide access to new resources, customers, and distribution channels that can be used to expand the company’s global reach. Examples of companies that have done this include Coca-Cola, which partners with local bottlers and distributors to reach consumers in different markets, and IBM, which partners with local businesses to provide technology solutions that meet the unique needs of different regions.
BUT as we move into the future, both the real estate industry and marketing industry has also been revolutionized. The limitless opportunities in the metaverse have opened new ways to capitalize on real estate in the decades and centuries to come. As the most networked real estate agent on the globe, I am thrilled about the future in the physical world and metaverse. This new ‘dual’ opportunity offers even more exciting ways to grow and succeed in the real estate industry.
Since I last wrote on this topic in 2016, there have been many significant improvements and upgrades with web3, including blockchain, metaverse, crypto, tokenization, AI, DAO, SaaS, TTV, and more. These advancements have made the world even more limitless, offering even more opportunities in both the physical and digital worlds. Building a brand today requires a deeper understanding of these technologies and how they can be leveraged to communicate with customers in new and innovative ways.
Building the Brand Architecture in 2023
Having a global positioning and set of brand values for your brand is more critical than ever. It is now up to marketers to specify the local interpretation of the positioning/values and understand how they can be made relevant to each market. By understanding what values are most relevant to your customers, you can articulate how they translate into the ideal brand experience and how that would define your client/customers’ perception of your brand.
An example of this is how McDonald’s translates the emotive element of their brand experience “A McDonald’s visit should make you smile”. This idea translates into different executions of that brand experience locally. In the US, it may be the type of friendly service that takes an interest in your day beyond this visit. In Europe, this may be seen as too intrusive, but there are also variations, such as the restaurant decor, etc. to execute the experience.
In Japan, where they value cleanliness and order, it may be the friendly wait staff who clean the tables and clear away the rubbish, so every empty table or booth is fresh and spotless. Each of these delivers the McDonald’s experience but in a way that is relevant to this local market.
Additionally, here are 3 ways I have been thinking about in 2023 that I didn’t even consider in 2016 include:
1. Utilizing blockchain technology: By incorporating blockchain into your brand strategy, you can create a decentralized and transparent system for verifying and tracking your brand’s values and positioning. This can help to ensure that your brand message is consistent and authentic, regardless of where it is being marketed.
2. Leveraging metaverse and virtual reality: With the rise of the metaverse and virtual reality, brands can create immersive and interactive brand experiences that can be tailored to different markets and cultures. This can help to build stronger connections with customers and foster deeper loyalty to your brand.
3. Tokenization and digital assets: Tokenization allows for the creation of digital assets that can be used to represent your brand’s values and positioning. These digital assets can be customized for different markets and can be used to create unique and engaging brand experiences that can be tracked and verified using blockchain technology. This can help to increase the value of your brand and deepen customer loyalty.
Dissecting the Competition in 2023
Understanding your competition is more important than ever in today’s fast-paced business environment. It’s not enough to measure your competitor’s performance in relation to yourself using market share or sales volume. You need to understand how their customers think and feel about them, why they purchase their brands, and why they don’t purchase yours. Understanding the competition from the customer’s perspective, coupled with an understanding of the customer’s relationship with you, makes it possible to develop a truly competitive edge.
You must also spend time analyzing competitive activity including gathering information from all sources and identifying trends in their behavior. If you truly want and need to understand your competition.
AND here are 3 reasons why dissecting the competition in web3 has changed and intensified since 2016:
1. Increased Data Availability: With the advancements in technology and the rise of big data, companies now have access to more data about their competitors than ever before. This allows them to gain a deeper understanding of their competitor’s strategies, tactics, and performance.
2. Increased Transparency: The rise of social media and other digital platforms has made it easier for customers to share their experiences and opinions about brands. This increased transparency makes it easier for companies to track and analyze their competitors’ customer satisfaction and brand reputation.
3. Dynamic and Rapid Changes: The speed of innovation and disruption in web3 is faster than ever before. This means that companies must constantly adapt and evolve to stay ahead of their competitors. This requires a more intense focus on monitoring and analyzing competitors’ activities, as well as being more proactive in developing new strategies and tactics.
“A limitless brand experience is the foundation for a business that knows no bounds in terms of growth and success.” – Geoff De Weaver
Importantly, since 2016, there have been many significant improvements and upgrades in the digital world, particularly in the areas of web3, blockchain, metaverse, crypto, tokenization, AI, DOA, SaaS, TTV, and more. These advancements have opened new opportunities for businesses to connect with customers and expand their reach in ways that were once unimaginable. With the advent of web3 technologies, the world has become more interconnected and limitless, offering more opportunities in both the physical and digital worlds.
To take advantage of these opportunities, it is important to have a solid brand architecture in place. This means having a global positioning and set of brand values that are established and clearly defined. Once these are in place, it is then up to the local market to interpret and make them relevant to their specific audience. By understanding what values are most relevant to your customers and how they translate into the ideal brand experience, you can effectively convey the promise of your brand and foster deeper belief in its value.
To elaborate more on what I mean about ‘brand architecture”, my definition is: “Brand architecture” refers to the structural organization of a company’s brand portfolio. It defines the relationships between various sub-brands and how they work together to create a cohesive and effective overall brand identity.”
- A classic example of brand architecture is Coca-Cola’s portfolio, which includes various sub-brands such as Sprite, Fanta, and Minute Maid, all of which fall under the overarching Coca-Cola brand.
- Another example is the luxury fashion brand Gucci, which has sub-brands such as Gucci Eyewear and Gucci Watches, all of which align with and contribute to the luxury image of the main Gucci brand.
- A less obvious example is Amazon’s brand architecture, where the company has created limitless sub-brands such as Amazon Prime, Amazon Web Services, and Amazon Music to cater to different segments of customers and markets, all while maintaining the core value of convenience and customer satisfaction.
When it comes to dissecting the competition, it is important to go beyond just measuring their performance in relation to your own. Instead, you should try to understand how their customers think and feel about them. Why do they purchase their brands? What is it about them that sets them apart from your own brand? By understanding the competition from the customer’s perspective, you can develop a truly competitive edge. Additionally, it’s important to analyze competitive activity, gather information from all sources, and identify trends in their behavior. This will allow you to predict their next moves and stay ahead of the curve.
It’s also crucial to take a step back and review the overall business environment as it affects your category. This will help you to understand trends in technology, social media, mainstream media, and legislation that may have an impact on your customers or how you market your products. These can provide opportunities for how you operate your business, communicate about your brand, and provide service to your customers, which can help to enhance your overall brand values. Additionally, by taking advantage of topical events, you can give your brand more local relevance and make it more relatable to your target audience.
When it comes to building a global brand, today’s CEOs and UHNWIs have a lot to consider. The digital landscape is constantly changing, and with advancements like blockchain, the metaverse, and tokenization, the opportunities for brands to reach new audiences and create unique experiences are endless.
“Limitless customer loyalty is the result of a brand that consistently exceeds expectations and delivers on its promise.” – Geoff De Weaver
One of the biggest desires for CEOs and UHNWIs today is the ability to leverage these new technologies to create a more personalized and immersive brand experience for their customers. This can include using blockchain to create a secure and transparent supply chain, using the metaverse to create virtual brand experiences, or using tokenization to create unique digital assets that can be bought and sold on the open market.
Another trend that we’re seeing among brands today is the desire to use AI and automation to streamline their operations and improve their customer service. This can include using AI to analyze customer data and create personalized recommendations or using automation to handle repetitive tasks and free up employees to focus on more important tasks.
At the same time, many brands are also looking to take advantage of the growing popularity of SaaS and TTV (through-the-voice) technology. This can include using SaaS tools to manage customer data and automate marketing campaigns or using TTV to create voice-enabled experiences that can be accessed through smart speakers and other devices.
Overall, the world of global branding is more limitless than ever before, and CEOs and UHNWIs are constantly looking for new ways to stand out and create unique experiences for their customers. Whether it’s using cutting-edge technology, or a deep understanding of their customers’ needs and desires, the most successful brands are those that can stay ahead of the curve and consistently deliver value to their customers.
Importantly, building a successful brand in today’s globalized business environment requires a comprehensive and holistic approach. It involves understanding and integrating various key areas such as customer and market research, competition analysis, business environment, branding objectives and strategies, and effective communication. It is essential to have a clear and simple overarching objective that aligns with the brand’s values and corporate positioning.
SUMMARY
In conclusion, the world has changed significantly since 2016 and it is only going to keep accelerating even faster. The key to success in today’s world is to have a limitless mindset with a global perspective and to be able to think beyond borders and cultural differences. As a marketing and communications expert with a wealth of experience and knowledge in both the physical and digital worlds, I am excited about the limitless opportunities that the future holds.
More about Geoff De Weaver:
Geoff De Weaver is the most networked Real Estate Agent on the globe with a network over 878,000,000 +
Meet Geoff De Weaver, a trailblazing CEO of Limitless USA and real estate agent with a truly impressive track record. With over three decades of experience in markets around the world, including New York, Hong Kong, London, Sydney, Wellington and San Francisco. Geoff brings his unique perspective and strategic thinking to the table, helping clients define their vision, create a plan, and harness their internal innovation to achieve their goals.
By expanding his limitless global network of over 878 million people, Geoff has been able to establish an impressive A-list clientele consisting of Fortune 100 CEOs, global leaders, celebrities, sporting stars, global political leaders, luxury power brokers, asset managers, real estate brokers, entertainers, ultra-high net worth individuals, crypto investors, and the ultra-wealthy.
But it’s not just his impressive list of clients that sets Geoff apart – it’s his passion for helping people achieve their goals and making the world a better place. As a trusted advisor to many VCs, CEOs, UHNWIs and CMOs, Geoff is always ready to provide support and leadership, building the structure and culture needed to help others succeed.
Are you looking for your dream home on Florida’s Gulf Coast? Look no further! Geoff is the man for the job. Not only is he a marketing expert with a global perspective, but he’s also recently made another successful pivot into luxury real estate.
That’s right – Geoff has joined forces with Keller Williams On The Water Sarasota, the premier luxury real estate company in Sarasota, to bring you the best in high-end properties. Whether you’re buying or selling, Geoff has the knowledge and drive to help you achieve your real estate goals. Don’t miss out on this opportunity to work with a top-notch professional in the field. Trust Geoff to lead you to your dream home in Sarasota and beyond.
So whether you’re looking to grow your business, reinvent your products, or find your dream home, Geoff De Weaver is the go-to expert for all things: hashtagbrands, hashtagmarketing, hashtagmetaverse, hashtagblockchain, hashtagsmartcontracts, hashtagnft, hashtagluxury and hashtagrealestate.
Connect with Geoff at:
LinkedIn: https://www.linkedin.com/in/geoffdeweaver/
Twitter at: https://twitter.com/geoff_deweaver
YouTube: https://www.youtube.com/watch?v=lXLsYLrl7w8&t=15s
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