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Aquent/AMA Webcast: Brand Consistency is Killing Digital Advertising

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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 …

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.

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  • 1. Brand Consistency is KillingDigital AdvertisingShould we throw brand consistency out the window?Maybe so, according to Justin Cox, senior brand strategistfor Pereira ODell.In this thought-provoking webcast, Justin discusses howbrands need greater flexibility to make the most of eachmedium in a way that still captures the spirit of the brand.    
  • 2. 11/10/2011Brand Consistency is KillingDigital AdvertisingPresenters:Senior Brand Strategist, Pereira ODellAlli 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): 800.945.9434Participants (International): +1 212.231.2908 1
  • 3. 11/10/2011 2Register on the AMA Website 2
  • 4. 11/10/2011Housekeeping 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
  • 5. 11/10/2011 4
  • 6. 11/10/2011Today’s Presenter Justin Cox Brand Strategist Pereira ODell • 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
  • 7. 11/10/2011BRAND CONSISTENCYIS KILLING DIGITALADVERTISING Justin Cox Pereira & O’Dell 6
  • 8. 11/10/2011a theory 7
  • 9. 11/10/2011drink itAdvertising not productBudgets and boardroomsBrand guidelines don’t apply 8
  • 10. 11/10/2011BRANDCONSISTENCYIS KILLINGDIGITALADVERTISING 9
  • 11. 11/10/2011BRANDINCONSISTENCYLEADS TO ANEW ERA OFADVERTISING 10
  • 12. 11/10/2011the premiseThe brand doesn’t have to look thesame. It just needs to feel the same. 11
  • 13. 11/10/2011whatdoes thisreallymean 12
  • 14. 11/10/2011the almighty integratedcampaign TV OOH PRINT SOCIAL THE DISPLAY & IDEA SEARCH PARTNERSHIPS MOBILE & & CONTENT APPS PR, EVENTS & STUNTS 13
  • 15. 11/10/2011A = B, B = C, A = C 14
  • 16. 11/10/2011anunfortunatetruth 15
  • 17. 11/10/2011we have our reasonsIt feels nice.It’s easy.I’m sold. 16
  • 18. 11/10/2011forginga newpath 17
  • 19. 11/10/2011painful“...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 copyso it matches our print work. And we should send you the TVspot so you can incorporate that into the interactiveexperience pieces. Let’s get all the work on a wall so we canmake sure there is consistency across the board...” 18
  • 20. 11/10/2011thanks 19
  • 21. 11/10/2011now what 20
  • 22. 11/10/20117INCONSISTENT THOUGHTS ON CREATING AN BRAND 21
  • 23. 11/10/20111 REDEFINE INTEGRATION 22
  • 24. 11/10/2011integrationisn’talwaysbeautiful 23
  • 25. 11/10/2011it’s happening elsewhere 24
  • 26. 11/10/2011the newintegration 25
  • 27. 11/10/20112 KNOW WHAT TO EXPECT FROM YOUR PRODUCT, BUT NOT YOUR BRAND 26
  • 28. 11/10/2011somethingto avoid 27
  • 29. 11/10/2011somethingto embrace 28
  • 30. 11/10/20113 PRODUCT FILTER VS. BRAND FILTER 29
  • 31. 11/10/2011 30
  • 32. 11/10/2011curiouslystrong 31
  • 33. 11/10/2011 Chalky Strong ShareableBite Imported Imperfect Metal Tin Noisy 32
  • 34. 11/10/2011 DEFINE4 EVERYTHING THROUGH CONSUMER BEHAVIOR 33
  • 35. 11/10/2011consumer at thecenterCultural Opportunity PR Value & ExtensionsMedia &Technology Product/Brand’s Role 34
  • 36. 11/10/2011 EMBRACE5 TECHNOLOGY 35
  • 37. 11/10/2011make itsexy 36
  • 38. 11/10/2011 Wired OOH AR Linked Data Gesture RecommendationRecognition Engines Speech BRAND APPsRecognition Everything Mobile Contextual 3D Video & Virtual Currency Printing Pervasive Video Capture 37
  • 39. 11/10/2011 ADOPT A6 MEME MENTALITY 38
  • 40. 11/10/2011don’tbe aspectator 39
  • 41. 11/10/2011be relevant;beimmediate 40
  • 42. 11/10/2011 TAKE A BREAK7 FROM THE SINGLE- MINDED MESSAGE 41
  • 43. 11/10/2011single-minded isn’talways the answer 42
  • 44. 11/10/20117 thoughts on inconsistencyRedefine integrationKnow what to expect from your product, but not your brandProduct filter vs. Brand filterDefine everything through consumer behaviorEmbrace technologyAdopt a meme mentalityTake a break from the single-minded benefit 43
  • 45. 11/10/2011it’s time for caveatsIt will take time and it will be a pain in the ass. 44
  • 46. 11/10/2011it’s time for caveatsIt will not work for all brands, but it could work for all brands. 45
  • 47. 11/10/2011it’s time for caveatsWorking with an unknown brand or a new brand is actually agood thing. 46
  • 48. 11/10/2011it’s time for caveatsYou will need media in house. 47
  • 49. 11/10/2011it’s time for caveatsA new business pitch will be your best shot. 48
  • 50. 11/10/2011“consistency is thelast refuge of theunimaginative.” oscar wilde 49
  • 51. 11/10/2011THANKYOU 50
  • 52. 11/10/2011Questions 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
  • 53. 11/10/2011Thank You for your Participation!Additional Questions?Contact Justin at: justin.cox@pereiraodell.comGeneral AMA Questions can be sent to: alibb@ama.orgRecordingA link to the recording of this presentation will be sent to youPresentationA link to the presentation will be sent to youTwitterPlease 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