Does your brand walk the walk?The Internet’s new mandate for how brandsbehave in marketingMarch 14, 2012
HELLO!                                        TOMMY GIOVAGNOLI                                   EXECUTIVE CREATIVE DIRECT...
WHAT DOES IT MEAN TO WALK THE WALK?      Brand Positioning           Product Performance       Beliefs/Values             ...
WHAT DOES EVERY BRAND WANT?  Stronger, more  p r o f i t a b l e  RELATIONSHIPS with  their customers.             4
And at thecore of everyrelationship is    TRUST.       5
Today, brands are facing acrisis of trust.           Only 5% (4% UK, 6% US) trusted advertising and 8%           (9% UK, 6...
AND CERTAIN INDUSTRIES HAVE A HARDER TIME THAN OTHERS.Edelman Trust Barometer 2012                               7
THERE IS HOPE.Edelman Trust Barometer 2012                               8
SO HOW DO MARKETERS BUILD TRUST ANDRELATIONSHIPS WITH TODAY’S CONSUMER?               OR                    9
NOT “OR” BUT “AND”          AND            10
TALKING THE TALK ANDWALKING THE WALK        Brand Beliefs                        Brand Behaviors                        11
THE POWER OF DIGITAL TO ENGAGE   (TO CREATE REAL “BEHAVIOR”)   Not just another one-way communications channel.   Was orig...
ENGAGEMENT STRATEGY     The story your brand        The story consumers         wants to tell            want to engage in...
SOME EXAMPLES...            14
LIVE THE ULTRA LIFE... The story your brand   The story consumers     wants to tell       want to engage in     CHAMPION  ...
THE NEW MICHELOBULTRA.COM:STANDING AT THE TRAILHEAD                             This 1.0 launch weaves                    ...
INSPIRE, ELEVATE AND CELEBRATE MEANSTHINKING LIKE AN APPThe navigation is action-oriented to reinforce that there are real...
INSPIRE, ELEVATE AND CELEBRATE MEANSPOWERING THE PURSUITTrain and Live channels within the platform naturally frame the Ac...
INSPIRE, ELEVATE AND CELEBRATE MEANSPOWERING THE PURSUIT                                 Train incorporates               ...
INSPIRE, ELEVATE AND CELEBRATE MEANSPOWERING THE PURSUIT                                 Content also leads to            ...
INSPIRE, ELEVATE AND CELEBRATE MEANSCHALLENGING YOUR ULTRA SPIRIT                                 As a complement to the a...
INSPIRE, ELEVATE AND CELEBRATE MEANSCHALLENGING YOUR ULTRA SPIRITChallenges range across both Train and Live-focused theme...
INSPIRE, ELEVATE AND CELEBRATE MEANSCHALLENGING YOUR ULTRA SPIRITA Facebook connection makes it easy for users to notfy th...
INSPIRE, ELEVATE AND CELEBRATE MEANSTUNING INTO YOUR ULTRA LIFEPersonalization options are the first step towards driving ...
INSPIRE, ELEVATE AND CELEBRATE MEANSEMPOWERING YOUR CELEBRATORY MOMENTSThere are always active and social occasions to cel...
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THE RIGHT EXPERIENCEFOR THE RIGHT NEEDSTATEThere are three major types of devices, butcertainly not three different target...
TURNING IDEAS INTO ACTION   The story your brand   The story consumers       wants to tell       want to engage in      TO...
29
30
31
32
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RESULTS150,000,000 IMPRESSIONS4,500,000 PAGE VIEWS147,000 REGISTERED USERS319,000 VOTES CAST2200 PROJECTS CREATED         ...
RULES OF ENGAGEMENTClearly articulate your brand’s mission.Be authentic. To your brand. To your consumers.Ensure the exper...
Q&A      36
BrandSquare Live Session: Does Your Brand Walk the Walk?
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BrandSquare Live Session: Does Your Brand Walk the Walk?

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The internet has created an opportunity -- a mandate -- for brands
to connect their words to actions in order to convince people that they're
worthy of the consumers' hard earned dollar. So brands have a choice: they
can continue to "talk the talk" about their values -- or they can "walk the
walk" with impactful programs that directly involve consumers in expressing
those values. The difference is crucial. Does Your Brand Walk the Walk?

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BrandSquare Live Session: Does Your Brand Walk the Walk?

  1. 1. Does your brand walk the walk?The Internet’s new mandate for how brandsbehave in marketingMarch 14, 2012
  2. 2. HELLO! TOMMY GIOVAGNOLI EXECUTIVE CREATIVE DIRECTOR http://www.linkedin.com/in/radtomgMILAN MARTIN,MANAGING DIRECTORhttp://www.linkedin.com/in/milanmartin 2
  3. 3. WHAT DOES IT MEAN TO WALK THE WALK? Brand Positioning Product Performance Beliefs/Values Brand Experience Marketing as Brand Behavior
  4. 4. WHAT DOES EVERY BRAND WANT? Stronger, more p r o f i t a b l e RELATIONSHIPS with their customers. 4
  5. 5. And at thecore of everyrelationship is TRUST. 5
  6. 6. Today, brands are facing acrisis of trust. Only 5% (4% UK, 6% US) trusted advertising and 8% (9% UK, 6% US) ‘what the company says about itself’.**Alterian 2010 6
  7. 7. AND CERTAIN INDUSTRIES HAVE A HARDER TIME THAN OTHERS.Edelman Trust Barometer 2012 7
  8. 8. THERE IS HOPE.Edelman Trust Barometer 2012 8
  9. 9. SO HOW DO MARKETERS BUILD TRUST ANDRELATIONSHIPS WITH TODAY’S CONSUMER? OR 9
  10. 10. NOT “OR” BUT “AND” AND 10
  11. 11. TALKING THE TALK ANDWALKING THE WALK Brand Beliefs Brand Behaviors 11
  12. 12. THE POWER OF DIGITAL TO ENGAGE (TO CREATE REAL “BEHAVIOR”) Not just another one-way communications channel. Was originally called “interactive” for a reason. Studies show higher purchase intent when engaging with interactive (verses static) ads.University of Connecticut - Stamford 12
  13. 13. ENGAGEMENT STRATEGY The story your brand The story consumers wants to tell want to engage in 13
  14. 14. SOME EXAMPLES... 14
  15. 15. LIVE THE ULTRA LIFE... The story your brand The story consumers wants to tell want to engage in CHAMPION ACHIEVERENGAGEMENT STRATEGY:TO INSPIRE, ELEVATE & CELEBRATE YOUREXTRAORDINARY LIFE. 15
  16. 16. THE NEW MICHELOBULTRA.COM:STANDING AT THE TRAILHEAD This 1.0 launch weaves together our brand story and content in a place that has purpose and can build value for the ULTRA consumer. 16
  17. 17. INSPIRE, ELEVATE AND CELEBRATE MEANSTHINKING LIKE AN APPThe navigation is action-oriented to reinforce that there are real things for our ULTRA consumers to do here. 17
  18. 18. INSPIRE, ELEVATE AND CELEBRATE MEANSPOWERING THE PURSUITTrain and Live channels within the platform naturally frame the Active and Social hemispheres of the brand. 18
  19. 19. INSPIRE, ELEVATE AND CELEBRATE MEANSPOWERING THE PURSUIT Train incorporates informative articles crafted to help you better enjoy your active passions. 19
  20. 20. INSPIRE, ELEVATE AND CELEBRATE MEANSPOWERING THE PURSUIT Content also leads to more related content, which will become more and more useful as our ULTRA archive grows deeper and deeper. 20
  21. 21. INSPIRE, ELEVATE AND CELEBRATE MEANSCHALLENGING YOUR ULTRA SPIRIT As a complement to the article content, we created ULTRA Challenges to engage users in a more active way. Built-in social hooks allow us to leverage the community we have in place and find ways to extend and proliferate it. 21
  22. 22. INSPIRE, ELEVATE AND CELEBRATE MEANSCHALLENGING YOUR ULTRA SPIRITChallenges range across both Train and Live-focused themes, are visually distinctive, and aredesigned with the flexibility to interest the ULTRA community regardless of their level ofproficiency. 22
  23. 23. INSPIRE, ELEVATE AND CELEBRATE MEANSCHALLENGING YOUR ULTRA SPIRITA Facebook connection makes it easy for users to notfy their networks about their activities and to invitefriends to join them. The “Challenge a Friend” option ups the ante for a bit of friendly competition. 23
  24. 24. INSPIRE, ELEVATE AND CELEBRATE MEANSTUNING INTO YOUR ULTRA LIFEPersonalization options are the first step towards driving deeper CRM with the consumer and beginning torespond to their definition of the ULTRA Life. 24
  25. 25. INSPIRE, ELEVATE AND CELEBRATE MEANSEMPOWERING YOUR CELEBRATORY MOMENTSThere are always active and social occasions to celebrate. The platform make it easier to find ways to do it. 25
  26. 26. 26
  27. 27. THE RIGHT EXPERIENCEFOR THE RIGHT NEEDSTATEThere are three major types of devices, butcertainly not three different targets. Rather, wehave a “moving target” with different usageneeds on different devices at different times.Because a responsive design reformats todifferent devices on the fly, we can begin to tuneeach device to each need state. 27
  28. 28. TURNING IDEAS INTO ACTION The story your brand The story consumers wants to tell want to engage in TOOL MAKER DOERTO IGNITE THE SPIRIT OF THE DOER HELPING THEMTURN IDEAS INTO ACTION 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. RESULTS150,000,000 IMPRESSIONS4,500,000 PAGE VIEWS147,000 REGISTERED USERS319,000 VOTES CAST2200 PROJECTS CREATED 34
  35. 35. RULES OF ENGAGEMENTClearly articulate your brand’s mission.Be authentic. To your brand. To your consumers.Ensure the experience you create is as valuable for your business as it is for your consumer.Build the idea/program to fit into peoples’ lives - connecting your brand mission to their aspirations.Be willing to embrace the open-ended and unpredictable responses from people.Be confident that “they will do this” (verses “can it be done?”) 35
  36. 36. Q&A 36
  37. 37. THANK YOU. TO READ MORE:http://www.mediapost.com/publications/article/169305/does-your-brand-walk-the-walk.htmlOrhttp://digital.anthemww.com 37

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