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Don Draper goes digital part 4
 

Don Draper goes digital part 4

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We face a digital reality today where our operational model is being extended but not, as much as its theoretical domain. In order to survive in this brand new ecosystem our profession has to adapt ...

We face a digital reality today where our operational model is being extended but not, as much as its theoretical domain. In order to survive in this brand new ecosystem our profession has to adapt but not necessarily to change. We have to rediscover our inherited quality of asking “what”. Because the strength of our profession lies in our ability to turn “what if” in “what is”.

The third part of this presentation asks:
What really happened to communication strategy by the digitalization of our world?

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  • An example of the transmedia way of thinking in identity design. The new visual identity of the MIT Media Lab is inspired by the community it comprises: Highly creative people from all kinds of backgrounds come together, inspire each other and collaboratively develop a vision of the future. This unique offering of the MIT Media Lab is reflected in the logo design. Each of the three shapes stands for one individual's contribution, the resulting shape represents the outcome of this process: A constant redefinition of what media and technology means today. The logo is based on a visual system, an algorithm that produces a unique logo for each person, for faculty, staff and students. Each person can claim and own an individual shape and can use it on their business card a personal website. The design encompasses all collateral, business cards, letterhead, website, animations, signage etc. A custom web interface was developed to allow each person at the Media Lab to choose and claim an own individual logo for his/her business card, as well as a custom animation software which allows to create custom animations for any video content the lab produces. \n\n
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Don Draper goes digital part 4 Don Draper goes digital part 4 Presentation Transcript

  • DON DRAPER GOES DIGITAL AND BEYOND Part 4
  • What happened to communication?What really happened to communication?What happened to people’s heads?What happened to strategy?What happened to agencies?WHAT’S NEXT?
  • WHAT HAPPENED TO STRATEGY
  • Rosser Reeves“Advertising is the art of getting a uniqueselling proposition into the heads of the mostpeople at the lowest possible cost.”
  • A problem to be solved by advertisingConsumers to targetA message to say at themReasons to believeTone of voiceWhat space you’re filling
  • Stephen King“I’m just surprised no-one’s thought of abetter idea yet.”
  • TRADITIONAL STRATEGY
  • WHAT SHOULD BE OUR MESSAGE
  • A B new insight big idea pre-test adjust LAUNCH post-test insight big ideaTraditional Planning: linear, persuasion basedbroadly targeted,idea-led, attitudinal goals
  • Brand Building
  • Strategy + Big Idea X ( $ Media Buying ) ? = Results
  • Lee Clow“The more mass the media, the moresingular the message.”
  • DIGITAL STRATEGY
  • WHAT SHOULD OUR DIGITAL EXPERIENCEBE
  • plan design launch measure small adjust idea insight insight small adjust idea plan A plan design design launch adjust small B launch idea measure measure insight small ideaDigital Planning: increasingly targeted, non-linear, user-led, permission based,behavioral goals
  • Brand Motion
  • Data X Strategy + ( )= Digital Creativity @ Results
  • FROM IDEASTHAT ARECONTENT TOIDEAS THATCREATECONTENT
  • i-advertising
  • TRANSMEDIA STRATEGY
  • WHERE & HOW DOES OUR BRANDINTERSECT WITH HUMAN EXPERIENCE (DIGITAL & ANALOG)
  • insight adjust plan plan value idea design launch measure plan design High launch measure plan value A value idea idea design launch measure adjust insight plan adjust plan insight value idea B value idea insight plan design adjust launch test plan measure LAUNCHTransmedia Planning: increasingly targeted,spiral, idea led & consumer informedadvocacy based, behavioral & attitudinalgoals
  • Brand Experience
  • Data + Strategy + Big Idea X( Channel Creativity ! )= Results
  • Traditional Digital Transmedia create digital Goal shift attitude experience shift behavior Objective persuasion interaction integration Bias Message Click Action Discipline Advertising Digital Agnostic Brand Building Motion ExperienceStrategy Evolution
  • FROM IDEASTHAT ARECONTENT TOIDEAS THATCREATE CONTENTTO IDEAS THATHAVE CONTENT
  • Russell Davies“What people actually want is stuff with some complexity,some meat, some richness. Stuff that has depth, humor,tension, drama etc. Not stuff thats distilled to a simpleessence. No-one ever came out of a movie and said "I reallyliked that. It was really clear."
  • Primary brand proposition secondary, tertiary brand propositions A healthy and complete long tail of the brand. The primary proposition stills draws the hits. But abundant shelf-space and low distribution costs enable the brand to connect with every niche idea with its own set of loyal consumers.The red part of the curve are the big ideas – the 20% that bring in 80% of the engagement. The orange portion of the curve represents the hitherto ignored long tail of little ideas.The Long tail of Brand Communication
  • transmedia idea
  • transmedia idea
  • transmedia identity
  • Bill Bernbach“Todays smartest communication style istomorrows corn.”
  • Antonis Kocheilas, Managing Partner LOWE Athensemail: antonis.kocheilas@loweworldwide.comlinkedin: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844I am a strategic planner by trade. I am deeply interested in all developmentsin the theory and practice of Strategic Marketing and IntegratedCommunications. I have a fascination around the evolutionary impact oftechnology and Media on the human experience. Therefore I read extensivelyon the subject and keep myself up to date in every way accessible.
  • To be continued...Tell me what do you think?