BY GLOBAL BRAND EXPERTS Trends in brand building Limor Erlichman CEO, Brand Architect כנס Creative ת " א 8.3.2007

Let’s look in the ball… References: Alycia de Mesa, Brandchannel, Feb 2007

1 " Less traditional marketing & advertising. "

" Marketers and Branders will need to understand how to integrate their brands into this type of experience , building entertainment and viral value. Less sales messaging ."

" We will see more product placement in films, TV, and on the bodies/lips of celebrities.”

" We will see more product placement in films, TV, and on the bodies/lips of celebrities.”

2 " Technology and Brands merge ."

break away from traditional forms to promote their brand into the technology driven world of mobile advertising * Although print, TV, and radio still will play a crucial role in a company's brand, much of the younger population will experience new brands in the form of modern technology .

Ipods, MP3 Internet

3 Rise in 'experiential‘ marketing & advertising, and public relations.

It’s a free trial, no strings attached. TRYVERTISING, total relevance of placement, where people actually run. From athletic events to well-known running spots

It’s a free trial, no strings attached. TRYVERTISING, total relevance of placement, where people actually run. From athletic events to well-known running spots

4 The over “flooded” Consumer

" no longer enough for consumers to believe that brands are sincere in their communications; To succeed in 2007, brand communications must offer some additional value before the audience will even tune in "

" no longer enough for consumers to believe that brands are sincere in their communications; To succeed in 2007, brand communications must offer some additional value before the audience will even tune in "

5 Power to the people

Opportunities for consumers to be heard. Consumers are now listening to the voice of fellow consumers more than that of the marketer.

Opportunities for consumers to be heard. Consumers are now listening to the voice of fellow consumers more than that of the marketer.

44% of the US online population publishes their thoughts and experiences they have with brands every day, positive or negative .

Empower the consumer . Sharing relevant learning. Creating environments & communities Product or service benefits that improve people's lives. Brands that will empower will be the brands that break away from the competition this year

6 Design Redefined

" convergence of value and design " Today's consumer is demanding both in their product offering. "

7 Green is King.

Think Good and Green . create new ideas, products, and experiences that make our world a better place. Achieve success by doing good . Consumers will likely to buy products from companies they perceive as socially responsible.

8 Some things never really change

Brands that walk the talk with their promise , and become an active part in the customer conversation, will flourish .

In 2007… Change from focusing, on building: brand experiences to building: customer experiences .

With good clothes you notice how good the clothes look , with great clothes you notice how great the person looks . So [it goes] with great brands… customers shouldn't notice the branding, but the great experience ."

AN IDEA Brand

HAS AN IDEA STANDS FOR SOMETHING DEMONSTRATES THAT IDEA PEOPLE CAN EXPERIENCE THAT IDEA

HAS AN IDEA

STANDS FOR SOMETHING

DEMONSTRATES THAT IDEA

PEOPLE CAN EXPERIENCE THAT IDEA

brand > logo

brand > logo

brand > slogan

brand > slogan

brand = differentiation

brand = differentiation

Do NOT be different like everybody else

“ There is a way to do it better – find it” Thomas A. Edison

“ There is a way to do it better – find it”

Thanks

Thanks