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Brand Consistency is Killing
Digital Advertising
Should we throw brand consistency out the window?

Maybe so, according to Justin Cox, senior brand strategist
for Pereira O'Dell.

In this thought-provoking webcast, Justin discusses how
brands need greater flexibility to make the most of each
medium in a way that still captures the spirit of the brand.



       	
  	
  
11/10/2011




Brand Consistency is Killing
Digital Advertising


Presenters:
Senior Brand Strategist, Pereira O'Dell
Alli Libb, Moderator, American Marketing Association




                       Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio:
Participants (US & Canada, Toll Free): 800.945.9434
Participants (International): +1 212.231.2908




                                                                                      1
11/10/2011




                              2


Register on the AMA Website




                                          2
11/10/2011




Housekeeping Items

 Recording
 A recording of this presentation will be sent via email


 Slides
 A link to the slides will be sent via email


 Twitter
 Please reference hash tag: #AMAAquent, when tweeting about this webinar




                                                                                   3
11/10/2011




        4
11/10/2011




Today’s Presenter

               Justin Cox
               Brand Strategist
               Pereira O'Dell

               •   Helps companies solve business problems

               •   Develops strategies that create meaningful
                   connections between brands and consumers

               •   Known for ClickZ article
                   Brand Consistency is Killing Digital
                   Advertising




                                                                        5
11/10/2011




BRAND CONSISTENCY
IS KILLING DIGITAL
ADVERTISING

          Justin Cox
          Pereira & O’Dell




                                     6
11/10/2011




a theory




                   7
11/10/2011




drink it
Advertising not product

Budgets and boardrooms

Brand guidelines don’t apply




                                       8
11/10/2011




BRAND
CONSISTENCY
IS KILLING
DIGITAL
ADVERTISING

                      9
11/10/2011




BRAND
INCONSISTENCY
LEADS TO A

NEW ERA OF
ADVERTISING

                       10
11/10/2011




the premise
The brand doesn’t have to look the
same. It just needs to feel the same.




                                               11
11/10/2011




what
does this
really
mean

                   12
11/10/2011




the almighty integrated
campaign
                             TV

               OOH                       PRINT




      SOCIAL
                            THE                    DISPLAY &
                           IDEA                    SEARCH




          PARTNERSHIPS                  MOBILE &
            & CONTENT                    APPS
                         PR, EVENTS &
                           STUNTS



                                                                      13
11/10/2011




A = B, B = C, A = C




                             14
11/10/2011




an
unfortunate
truth




                     15
11/10/2011




we have our reasons
It feels nice.

It’s easy.

I’m sold.




                             16
11/10/2011




forging

a new
path




                 17
11/10/2011




painful
“...This is great work. It puts the product in a whole new light.
I would love to tweak just a few things. Let’s revise the copy
so it matches our print work. And we should send you the TV
spot so you can incorporate that into the interactive
experience pieces. Let’s get all the work on a wall so we can
make sure there is consistency across the board...”




                                                                           18
11/10/2011




thanks




                19
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now what




                  20
11/10/2011




7INCONSISTENT
 THOUGHTS
 ON CREATING AN



 BRAND


                         21
11/10/2011




1   REDEFINE
    INTEGRATION




                         22
11/10/2011




integration
isn’t
always
beautiful




                     23
11/10/2011




it’s happening elsewhere




                                  24
11/10/2011




the new
integration




                     25
11/10/2011




2   KNOW WHAT
    TO EXPECT
    FROM YOUR
    PRODUCT,
    BUT NOT
    YOUR BRAND

                        26
11/10/2011




something
to avoid




                   27
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something
to embrace




                    28
11/10/2011




3   PRODUCT
    FILTER VS.
    BRAND FILTER



                          29
11/10/2011




       30
11/10/2011




curiously
strong




                   31
11/10/2011




                   Chalky

         Strong             Shareable




Bite                                    Imported




       Imperfect            Metal Tin

                   Noisy




                                                          32
11/10/2011




    DEFINE
4   EVERYTHING
    THROUGH
    CONSUMER
    BEHAVIOR

                        33
11/10/2011




consumer at the
center
Cultural Opportunity
                       PR Value & Extensions




Media &Technology      Product/Brand’s Role




                                                      34
11/10/2011




    EMBRACE
5   TECHNOLOGY




                        35
11/10/2011




make it
sexy




                 36
11/10/2011




                             Wired OOH

                  AR                           Linked Data


  Gesture                                                    Recommendation
Recognition                                                      Engines

  Speech                    BRAND                               APPs
Recognition


                                                          Everything
         Mobile                                           Contextual

              3D Video &
                                             Virtual Currency
               Printing
                           Pervasive Video
                               Capture




                                                                                     37
11/10/2011




    ADOPT A
6   MEME
    MENTALITY



                       38
11/10/2011




don’t
be a
spectator




                   39
11/10/2011




be relevant;
be
immediate




                      40
11/10/2011




    TAKE A BREAK
7   FROM THE
    SINGLE-
    MINDED
    MESSAGE

                          41
11/10/2011




single-minded isn’t
always the answer




                             42
11/10/2011




7 thoughts on inconsistency
Redefine integration
Know what to expect from your product, but not your brand
Product filter vs. Brand filter
Define everything through consumer behavior
Embrace technology
Adopt a meme mentality
Take a break from the single-minded benefit




                                                                   43
11/10/2011




it’s time for caveats
It will take time and it will be a pain in the ass.




                                                             44
11/10/2011




it’s time for caveats
It will not work for all brands, but it could work for all brands.




                                                                            45
11/10/2011




it’s time for caveats
Working with an unknown brand or a new brand is actually a
good thing.




                                                                    46
11/10/2011




it’s time for caveats
You will need media in house.




                                       47
11/10/2011




it’s time for caveats
A new business pitch will be your best shot.




                                                      48
11/10/2011




“consistency is the
last refuge of the
unimaginative.” oscar wilde


                                     49
11/10/2011




THANK
YOU

               50
11/10/2011




Questions and Answers

  How to Submit Questions

  1.   Submit questions using the chat box located on the left-hand side of your
       screen.

  2.   Submit questions via Twitter by referencing the hash tag #AMAAquent



  Additional Questions?
  Contact Justin at: justin.cox@pereiraodell.com
  General AMA Questions can be sent to: alibb@ama.org




                                                                                          51
11/10/2011




Thank You for your Participation!

Additional Questions?
Contact Justin at: justin.cox@pereiraodell.com
General AMA Questions can be sent to: alibb@ama.org

Recording
A link to the recording of this presentation will be sent to you

Presentation
A link to the presentation will be sent to you

Twitter
Please reference hash tag: #AMAAquent, when tweeting about this webinar

            Today’s Presentation was brought to you by the ReadyTalk Web Conferencing
             Platform. If you are interested in learning more about ReadyTalk and their
                           services, please visit www.ReadyTalk.com/AMA




                                                                                                 52

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