Branded Utility - PSFK

Slideshow Transcript

1. Slide 1: The Brand As Utility Piers Fawkes PSFK Organization & Management Seminar Columbia University Monday Nov 13 2006
2. Slide 2: The rationale for my investigation into Branded Utility is to look at not what the future of branding is , but to understand the future of brands. For so long, a brand has been a badge that represents a company or product - represents in an accurate or even inaccurate manner. For a long time, such branding was forced. Forced by television, retail distribution monopoly on a population with few media outlet. Today that has changed - our access to channels has multiplied and even more importantly maybe, our ability to share information and opinion about brands has never been greater. I’m going to spend part of this presentation talking about the modern landscape for brands and a new opportunity available which has been called Branded Utility. Branded Utility is a theory that has only started to be considered. I am no expert on the subject, but it excites me so much that when Howard invited me to speak today, I set myself to find out more and present the results to you today. Over the last few weeks I’ve spoken to several thought marketing leaders and you’ll see them quoted throughout the presentation. Photo credit: http://www.flickr.com/photos/mleak/
3. Slide 3: The Modern Landscape For Brands • Multiple Channels • Questions Over Relationship With Brands • New Brands Emerging • Emerging Consumer Trends Out Of Sync With Brands • Advertising Industry Slow To React Photo credit: http://www.flickr.com/photos/mleak/
4. Slide 4: Multiple Channels Digital Is More Than Just Another Channel
5. Slide 5: 55 Million Blogs: Everyone Has A Personal Magazine
6. Slide 6: YouTube Gives Everyone A TV Channel
7. Slide 7: The Rise Of 3rd Screen Growing capabilities Growing multi-use
8. Slide 8: Multiple Channels • Nichecasting • Fragmentation • Difficulties to target en-masse • Costs to reach large groups increasing
9. Slide 9: Questions Over Relationships With Brands •Brands overstep the mark •Brands become more powerful than governments
10. Slide 10: Brand Values Don’t Sync With Consumer Trends • CREATE – Blogs, Video, Customized Products • CONNECT – MySpace, Facebook. Dodgeball • SHARE – Flickr, YouTube Ref: Josh Rubin, Coolhunting.com at Future Trends 06
11. Slide 11: New Brands Emerging Ignoring The Old Model • Brands being built on their usefulness to the consumer – “… many new companies have built great brands not by interrupting people and telling them how they should feel or think, but rather by spending time and effort to be useful in people's lives. Starbuck's provide a place for me to get online and hear new music, Yahoo gives me answers.” • Johnny Vulkan, Anomaly • Peer to Peer recommendation becoming more important than brand advice – E.g. Amazon reviews • Digital technology driving change – Does a shopper in GAP ask the staff what they think about an item - or does she take a photo with her phone and ask her friends
12. Slide 12: Consumers Having Their Own Fun Without Brands • Once we needed advertising! • It paid for a lot of our entertainment : TV, Radio, Print • Advertising, was useful! • But now we can use digital tools to have our own fun
13. Slide 13: Flash Mob Clubbing A group of people assemble suddenly in a public place, do something unusual for a brief period of time, and then quickly disperse.
14. Slide 14: Online Gaming A subscription-based online gaming service that allows players to play games with or against other players around the world or over the internet.
15. Slide 15: Digg - We Media
16. Slide 16: Advertising Industry Slow To React • Taking offline principles and applying online • Faddish • Urban Spam
17. Slide 17: Ad Industry: Replicating Offline To Online
18. Slide 18: Ad Industry: Faddish
19. Slide 19: Ad Industry: Urban Spam YouTube Ref: http://www.youtube.com/watch?v=pdHlob1lSUo
20. Slide 20: The Modern Landscape For Brands • Multiple Channels • Questions Over Relationship With Brands • New Brands Emerging • Emerging Consumer Trends Out Of Sync With Brands • Advertising Industry Slow To React
21. Slide 21: Missed Opportunities Photo credit: http://www.flickr.com/photos/urbanphotographer/
22. Slide 22: Opportunity: Flickr Uploader The Unbranded Flickr Uploader - missed opportunity for Kodak?
23. Slide 23: Opportunity: Teabuddy • Regular bursts of popularity, no maintenance – “That’s one of the things I love about online. Things can just live on forever, getting discovered by new audiences up to years after they originally launched. It’s something that clients are often uncomfortable with, they’re used to campaigns having a launch date and a finite lifespan. Those rules just don’t apply any more. I guess that’s the long tail of advertising.” • Iain Tate, Partner at Poke • Why didn’t Lipton or PG Tips make this?
24. Slide 24: Opportunity : Branded Utility • If small teams can create applications that people love - imagine what could be done by a big brand with budget? – “I think that the most interesting branded utility opportunities are actually among big companies that have a massive reach. Why? Well, for a lot of applications, you don't need the backing of a big brand because a couple guys in a garage can go ahead and build it on their own. However, there are certain apps that can't happen unless you're Nike or Apple because it requires integration on so many different levels. Sometimes it takes giants to move mountains.” • Jack Cheng,Freelance Creative Director
25. Slide 25: Brand Utility • In order for brands to remain relevant, they must become useful: – “It’s where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life. Branding has been about cultural relevance – what we’re saying is that it’s not so much about relevance as usefulness. Brand messages need to be in a useful format.” • Benjamin Palmer, Barbarian Group – “Brands being genuinely useful to their customers, employees, suppliers and the people they touch.” • Johnny Vulkan, Anomaly
26. Slide 26: Examples?
27. Slide 27: ViaMichelin
28. Slide 28: Widgets Are The Big Buzz On The Web • Immediate opportunities of brands. • More reading: http://www.typepadhacks.org/2006/11/why_the_whole_w.html
29. Slide 29: King Of Widgets: Flickr Badge
30. Slide 30: Walmart Entertainment Station
31. Slide 31: Run London : Utility Online & Offline
32. Slide 32: Nike+ : Moving Branded Utility Offline
33. Slide 33: New Companies Are Building Branded Utilities • Teknision
34. Slide 34: Where Next?
35. Slide 35: What Drives Branded Utility? • Online reach, online costs • Vast amounts of money are being spent on 3 month campaigns that are switched off • Maybe we could channel some of that budget for useful projects… • Long term relationship building
36. Slide 36: Remember • You still have to get the Utility out there • Yes, there will be advertising… – “At the end of the day you have to let people know about your Branded Utility and one of those ways will probably be through advertising.” Russell Davies, Planner OIA • But more partnerships and content share.
37. Slide 37: Branded Utility • At the end of the day, it’s about making great products
38. Slide 38: PSFK • PSFK is a team of future thinkers. This presentation has been given by Piers Fawkes to provide debate on an idea. • For more information - or if you would like Piers Fawkes to come and present these ideas to you and your team, email Piers at piers@psfk.com or call him on +1 917 595 2227. • All content © their appropriate owners.