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Global Brands vs Global Celebs: Who's the Smarter Marketer?
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Global Brands vs Global Celebs: Who's the Smarter Marketer?

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As globalisation and digitalisation continue to break down the barriers between cultures and geographies we're seeing a rapid rise in global brands, but also in true global celebrities. Celebrities, …

As globalisation and digitalisation continue to break down the barriers between cultures and geographies we're seeing a rapid rise in global brands, but also in true global celebrities. Celebrities, for better or worse, are brands in their own right and they operate in areas that are passion points for consumers and frequently leverage immense social currency.

Omar Epps, who plays Dr Eric Foreman on the global TV hit House, joins SapientNitro to explore the way celebrities are leveraging cutting-edge marketing techniques and leading in adoption of new digital platforms such as Pinterest, Instragram, or Beeyoo. Global brands can learn from global celebrities to be more effective, but can global celebrities learn from global marketers?

Our open dialogue debate the strategies and communication tactics adopted by both global marketers and celebrities while sharing some of our experiences and insights around supporting global brands. Can 'brand purpose' compete with 'celebrity brands' or do they exist in harmony?

Who's the smarter marketer? In asking who is winning consumer interest we will explore the differences to find new ways to reach consumers, build brands, and drive sales.

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  • 1. WHY DID WE PICK OUR TOPIC?
  • 2. WHY GLOBAL BRANDS VS. GLOBAL CELEBRITIES?
  • 3. OK, SO WHAT IS SMART (GLOBAL) MARKETING?
  • 4. CONNECTED THINKING IS HOW WE TAKE ON CHALLENGES.
  • 5. CONNECTED THINKING IS CREATING IDEAS AND PLATFORMS TO ENGAGE CONSUMERS IN THE EXPERIENCE SPACE.
  • 6. ORGANIZING IDEAS ARE SIMPLE BRAND EXPRESSIONS THAT HELP ALIGN THEINDIVIDUAL COMMUNICATION IDEAS WITHIN THE BROADER EXPERIENCE SPACE.
  • 7. IN THE CONNECTED THINKING ECOSYSTEM GLOBAL MARKETERS WILL NEED TO EVOLVE THEIR STORYTELLING TECHNIQUES.
  • 8. DATA –RE-DEFINING OURUNDERSTANDINGOF CONSUMERS
  • 9. TECHNOLOGY – THE “GREAT CONNECTOR”
  • 10. TECHNOLOGY – THE “GREAT CONNECTOR”
  • 11. YET JUST 1 IN 5 SENIOR MARKETERSCONSIDER THEMSELVES ‘VERY KNOWLEDGEABLE’ABOUT TECHNOLOGY. OUR SURVEY RESULTS AREINDICATING CONSISTENT DIFFERENCES IN HOWTECHNOLOGY SAVVY MARKETERS PERCEIVE THEWORLD AROUND THEM AND THE CHALLENGESTHEY WILL NEED TO OVERCOME.
  • 12. OK, SO WHO IS THE SMARTEST MARKETER?@DAZ_MC @OMAREPPS
  • 13. CAST YOUR VOTE TO WIN.#smartermarketer#canneslions
  • 14. LET’S GET STARTED!JUST THREE ROUNDS...
  • 15. ARE GLOBAL BRANDS OR GLOBAL CELEBRITIESCONNECTING BETTER WITH CONSUMERS ACROSSCULTURES AND MARKETS?
  • 16. A GLOBAL BRANDPOINT OF VIEW…
  • 17. A ‘PURPOSE’, ‘CAUSE’ OR ‘BELIEF’According to Millward Brown and Stengel the top 50 fastestgrowing companies from 2000 – 2010 had one thing in common:“All of them, regardless of size or category, have been builton an ideal of improving lives in some way”
  • 18. EFFECTIVE MARKETING IS GIVING BRANDS REALMEANING AND EMOTIONAL CONNECTION
  • 19. GLOBAL BRANDS MOVE FROM BEING SYMBOLSOF UTILITY TO CULTURES OF CONNECTION
  • 20. GLOBAL MARKETING SUCCESS CAN TURN LEADERSINTO GLOBAL CELEBRITIES
  • 21. GLOBAL BRANDS DRIVE PAST COMMUNICATIONTO INSPIRATION
  • 22. GLOBAL BRANDS DRIVE PAST COMMUNICATIONTO INSPIRATION
  • 23. WHILST TRUE TO THEIR CORE POSITIONING,GLOBAL BRANDS EFFECTIVELY ‘GLOCALIZE’
  • 24. KFC THE MOST AMERICAN OF BRANDSIS THE MOST LOVED OF CHINESE
  • 25. ART, DESIGN, PACKAGING, LOCAL CULTURE
  • 26. GLOBAL AND PERSONAL
  • 27. ARE GLOBAL BRANDS OR GLOBAL CELEBRITIESCONNECTING BETTER WITH CONSUMERS ACROSSCULTURES AND MARKETS?
  • 28. A GLOBAL CELEBRITYPOINT OF VIEW…
  • 29. CELEBRITIES ARE, BY THEIRVERY NATURE, CONNECTEDTO AN AUDIENCE AND AREIMMENSELY RELEVANTTO THEIR CONSUMER BASE
  • 30. A CELEBRITY’S AUTHENTICITY ALLOWS THEMTO CONNECT ACROSS CULTURES
  • 31. CELEBRITY RELEVANCE AND CONNECTIONIS WHAT GLOBAL BRANDS BUY
  • 32. AND THIS RELEVANCE NOT ONLY SELLS GLOBALBRANDS BUT ALSO CREATES THEMDR. DRE AS GLOBAL ENDORSER FOR HP ADDITIONAL CELEBRITY ENDORSERS EXTEND BEATS BRAND OEM PRODUCT PARTNERSHIPS CUSTOM CELEB PRODUCT LINES GLOBAL CELEB SPECIFIC LAUNCHES STRATEGIC PRODUCT PLACEMENT
  • 33. CELEBS DIVERSIFY AND LOCALIZE TO FURTHERESTABLISH RELEVANCE
  • 34. AND APPLY THE SAME DISCIPLINE AS GLOBALBRANDS IN THEIR BUSINESS
  • 35. ESTABLISHINGLONG TERMRELEVANCECAN BE AFAMILY AFFAIR.
  • 36. DO GLOBAL BRANDSOR GLOBAL CELEBRITIES USE SOCIAL MEDIA MORE EFFECTIVELY?
  • 37. A GLOBAL CELEBRITYPOINT OF VIEW…
  • 38. LET’S START WITH THE TOP 10 VS TOP 101.  Jennifer  Lopez   6.  Britney  Spears   1.  Apple   6.  Coca-­‐Cola  2.  Oprah  Winfrey   7.  Kim  Kardashian   2.  IBM   7.  Marlboro  3.  Jus7n  Bieber   8.  Katy  Perry   3.  Google   8.  AT&T  4.  Rihanna   9.  Tom  Cruise   4.  McDonalds   9.  Verizon  5.  Lady  Gaga   10. Steven  Spielberg   5.  MicrosoF   10. China  Mobile  
  • 39. FACEBOOK: TOP BRANDS AND CELEBRITIES
  • 40. TWITTER: TOP BRANDS AND CELEBRITIES
  • 41. WHY? BECAUSE SOCIAL MEDIA IS PEOPLE ERIC FOREMAN   QUINCEY McCALL   MALIK WILLIAMS   ME  
  • 42. MANY CELEBS HAVE ADVANCED SOCIALENGAGEMENT STRATEGIES IN PLACE
  • 43. FAN ENGAGEMENT RANGES FROM HIGHLYMANAGED TO UNFILTERED
  • 44. BRANDS CAN’T MATCHCELEB AUTHENTICITYEVEN WHEN IT’S STAGED
  • 45. CELEBS LEVERAGE THEIR HUGE SOCIALFOLLOWINGS IN POWERFUL WAYS
  • 46. CELEBS LEVERAGE THEIR HUGE SOCIALFOLLOWINGS IN POWERFUL WAYS
  • 47. DO GLOBAL BRANDSOR GLOBAL CELEBRITIES USE SOCIAL MEDIA MORE EFFECTIVELY?
  • 48. A GLOBAL BRANDPOINT OF VIEW…
  • 49. SOCIAL MEDIA IS MORE THAN AWARENESS ORENGAGEMENT FOR SMART BRANDS
  • 50. NOT ALL CELEBS HAVE A SOPHISTICATEDAPPROACH TO SOCIAL MEDIA
  • 51. THE POWER OF LISTENING AND RESPONDING
  • 52. LEVERAGING SOCIAL MEDIA FOR CUSTOMER SERVICE
  • 53. SOCIAL IS PART OF AN EXPERIENCE MASH UP
  • 54. PRODUCT BRANDS BECOME MEDIA EMPIRES
  • 55. SOCIAL MEDIA ENHANCES COMMERCE
  • 56. NEVER USE A PERIOD, ALWAYS USE A COMMA
  • 57. DO GLOBAL BRANDSOR GLOBAL CELEBRITIES LEAD MARKETING INNOVATION?
  • 58. A GLOBAL BRANDPOINT OF VIEW…
  • 59. GLOBAL BRANDS HAVE RESOURCES THATCELEBRITIES CAN’T MATCHThe top 5 global brands spend 20 times more onresearch and development then the top 20 celebritiesin the world actually earn.
  • 60. INNOVATION FROM BROADCAST TO BANKING
  • 61. INNOVATIONS WITH A VIRTUAL EXPERIENCE BUILDBONDS WITH FUTURE CONSUMERS
  • 62. BRANDS ARE USING THEIR INNOVATION BUDGETSTO RE-INVENT EXPERIENCES NOT JUST CONTENT
  • 63. INNOVATION CONVERGES DIGITAL AND PHYSICAL
  • 64. TECHNOLOGY IS FUELING INNOVATION THAT ISCHANGING THE REAL WORLD SHOPPING EXPERIENCE.
  • 65. BRANDS INNOVATEACROSS THE MARKETINGLANSCAPE AND REDFINE EXPERIENCES
  • 66. DO GLOBAL BRANDSOR GLOBAL CELEBRITIES LEAD MARKETING INNOVATION?
  • 67. A GLOBAL CELEBRITYPOINT OF VIEW…
  • 68. WE ARE MICRO INNOVATORS AND TREND SETTERS
  • 69. CELEBRITIES ARE EARLY ADOPTERSOF DIGITAL PLATFORMS.
  • 70. BUT WE’RE ALSO CREATING OUR OWN PLATFORMS.
  • 71. INNOVATION IS HELPING DRIVE NEW METHODSOF CONTENT DISTRIBUTION
  • 72. BEEYOO IS A VIDEO PLATFORM FORCELEBRITIES TO SHARE THEIRUNIQUE VIDEO CONTENT WHILEPROTECTING THEIR BRANDINTEGRITY AND MONETIZING THEVALUE OF THEIR SOCIALFOLLOWING.
  • 73. THAT WAS ACLOSE MATCH.PLEASE STANDBYFOR A DECISION.
  • 74. WHO WON?
  • 75. FIVE KEY TAKE AWAYS1.  A simple organizing idea will help align fans and consumers to you at a global level.2.  Its OK to localize as long as you remain authentic.3.  Connections, enabled through technology, are re-defining what the definition of a community is.4.  Leveraging insights driven from a new dearth of data will be invaluable.5.  The only failure in innovation is to not innovate.
  • 76. THANK YOU!

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