Revisiting The Old Rules Of Branding

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You can’t just “add-on” a digital dimension to a brand. We are going to look at revisiting the old rules of branding to explore how brands can be digital (from the inside).

You can’t just “add-on” a digital dimension to a brand. We are going to look at revisiting the old rules of branding to explore how brands can be digital (from the inside).

More in: Marketing , Business
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  • 1. Revisiting the old rules of branding
  • 2. BRIDGETJUNG CHIEFCREATIVEOFFICER DIGITASLBIPARIS @BRIDOO JEAN-PHILIPPEMARTZEL PLANNING&STRATEGYDIRECTOR DIGITASLBIPARIS @JPMARTZEL Revisiting the old rules of branding
  • 3. “CANYOUGIVEUSADIGITAL POSITIONINGFOROURBRAND?” (WEGETTHISQUESTIONALOT)
  • 4. HOWEVER,YOUCAN’TJUST“ADD-ON”A DIGITALDIMENSIONTOABRANDPLATFORM.
  • 5. ITWOULDBELIKEASKINGAMECHANIC
 TOADDWINGSTOACARINORDERTOMAKEAPLANE…
  • 6. ADDINGONDOESN’TALWAYSWORK.
  • 7. INSTEAD,WENEEDTOGOBACKTOTHEFACTORYWHEREITWASBUILT, ANDCHANGETHEBLUEPRINTTORE-ENGINEERABRANDTOBEDIGITAL.
  • 8. TIMESHAVECHANGED… ! TODAY,THEAGENCY& THECLIENTARENOTTHE ONLYONESINVOLVEDIN DEFININGABRAND.
  • 9. “Brands are what people say about you when you're not in the room, and that room has gotten extremely big and extremely digital.” —JOHNBATTELLE,WIREDFOUNDER
  • 10. THISISWHYWENEEDTOREVISETHEBRANDINGBUILDING TOOLSINORDERTOBUILDBRANDSTHATANTICIPATEAND PLANFORCONSUMERPARTICIPATION.
  • 11. WHENWESAY“CONSUMERPARTICIPATION”WE’RENOT TALKINGABOUTUSERGENERATEDCONTENT. ! WEARETALKINGABOUTCONSUMERPARTICIPATION ATTHEBRANDBUILDINGLEVEL.
  • 12. LET’SLOOKTHEBRANDPLATFORM…
  • 13. THEREAREMANYMODELS…
  • 14. SOMEMODELSSEEMUNNECESSARILYCOMPLICATED
  • 15. MISSION BRAND VISION BRAND VALUES BRAND THERESEEMTOBE3UNIVERSALINGREDIENTS
 INMOSTBRANDPLATFORMS:
  • 16. MISSION BRAND VISION BRAND VALUES BRAND The guiding insight into how the brand sees the world and the future THERESEEMTOBE3UNIVERSALINGREDIENTS
 INMOSTBRANDPLATFORMS:
  • 17. MISSION BRAND VISION BRAND VALUES BRAND The unique way the brand will achieve its vision THERESEEMTOBE3UNIVERSALINGREDIENTS
 INMOSTBRANDPLATFORMS:
  • 18. MISSION BRAND VISION BRAND VALUES BRAND Things and ideas that the brand believes in THERESEEMTOBE3UNIVERSALINGREDIENTS
 INMOSTBRANDPLATFORMS:
  • 19. MISSION BRAND VISION BRAND VALUES BRAND IT’SASELF-CENTREDAPPROACH!
  • 20. BUTWHATABOUTTHEM?
  • 21. BUTWHATABOUTTHEM? INADIGITALWORLD,BRANDSNOLONGERHAVE TOTALCONTROLINDEFININGWHATTHEBRANDIS. PEOPLECONTRIBUTETOBUILDINGTHEBRAND
  • 22. WENEEDANEWINGREDIENTINTHEBRANDPLATFORM: RELATIONSHIP BRAND MISSION BRAND VISION BRAND VALUES BRAND
  • 23. WENEEDANEWINGREDIENTINTHEBRANDPLATFORM: RELATIONSHIP BRAND It’s the who, where and what of the brand behaviour. Think of it as different entry points to starting & developing a relationship. MISSION BRAND VISION BRAND VALUES BRAND
  • 24. Who are the people that inspire the brand? They could be famous, but don’t have to be. The brand is attracted to these people because they share the same values and they will help achieve the brand vision. WHO Where does the brand hang out? These places can be real or virtual. It’s where people are most likely to meet and interact with the brand, share passions and share experiences. WHERE What subjects or passion points is the brand genuinely interested in? On these subjects the brand is legitimate and always interesting to others. WHAT RELATIONSHIP BRAND
  • 25. WHO WHERE WHAT RELATIONSHIP BRAND The introduction of these elements gives an authentic and genuine behaviour to the brand, inviting people to start and develop an ongoing relationship with the brand.
  • 26. MISSION BRAND VISION BRAND VALUES BRAND THISNEWINGREDIENTHASAKNOCK-ONEFFECT Ideas that both brands and people agree are important The unique way the brand and people will achieve the brand vision The guiding insight into how the brand sees the world and the future RELATIONSHIP BRAND It’s the who, where and what of the brand behaviour. Think of it as different entry points to starting & developing a relationship.
  • 27. MISSION BRAND VISION BRAND VALUES BRAND RELATIONSHIP BRAND THISREVISEDMODELINVITESABETTERBALANCEBETWEEN WHATISDEFINEDBYTHEBRANDITSELF ANDHOWPEOPLECANCONTRIBUTETOIT.
  • 28. INSHORT,BRANDSNEEDTOBEDIGITAL(FROMTHEINSIDE).
 YOUCAN’TJUSTADDITON.