What the fuck is Bra(i)nding?

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Upload Conference, Lisbon 2011: "What the fuck is Bra(i)nding?"

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What the fuck is Bra(i)nding?

  1. 1. What the fuck is bra(i)nding? Damon CREPIN-BURR October 15, 2011 @ Upload Lisbon1 facebook.com/damoncrepinburr
  2. 2. The future of the relationship between brands and people is NOT advertising2 facebook.com/damoncrepinburr
  3. 3. 3 facebook.com/damoncrepinburr
  4. 4. ...and its not facebook (sorry)4 facebook.com/damoncrepinburr
  5. 5. Did you ever wonder why digital is so addictive?5 facebook.com/damoncrepinburr
  6. 6. Cookies & Laundry6 facebook.com/damoncrepinburr
  7. 7. More enjoyment & Less pain7 facebook.com/damoncrepinburr
  8. 8. Human nature drives digital evolution8 facebook.com/damoncrepinburr
  9. 9. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster9 facebook.com/damoncrepinburr
  10. 10. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster10 facebook.com/damoncrepinburr
  11. 11. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster11 facebook.com/damoncrepinburr
  12. 12. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster12 facebook.com/damoncrepinburr
  13. 13. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster13 facebook.com/damoncrepinburr
  14. 14. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster14 facebook.com/damoncrepinburr
  15. 15. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster15 facebook.com/damoncrepinburr
  16. 16. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster16 facebook.com/damoncrepinburr
  17. 17. People have changed17 facebook.com/damoncrepinburr
  18. 18. Whats the impact for brands?18 facebook.com/damoncrepinburr
  19. 19. Brands need to acknowledge that digital is not a new media: Its part of who we are19 facebook.com/damoncrepinburr
  20. 20. And it should be part of who they are too…20 facebook.com/damoncrepinburr
  21. 21. DOING BEING21 facebook.com/damoncrepinburr
  22. 22. Communication strategy Conversation planningConsumer Relationship Management Vendor Relationship Management Reach: Impression Engagement: Expression Content Context Sticky Spreadable Integrated campaign Brand attitude Advertising DOING BEING Service Competition Self improvement Planing Experimenting Marketing and Communication teams Everybodys job Hiring Training Brand markets to consumers (top-down) Brand advocates market to friends (peer to peer) Interactivity (if any) predefined Participation Unified consumer experience Diversified experience Target is individual users Develop social networks 22 facebook.com/damoncrepinburr
  23. 23. Bra(i)nding Leveraging digital evolution (culture & technology) to create a brand relationship that fullfils peoples primal needs (more enjoyment & less pain)23 facebook.com/damoncrepinburr
  24. 24. Game Dynamics = More Enjoyment24 facebook.com/damoncrepinburr
  25. 25. Game Dynamics = More Enjoyment25 facebook.com/damoncrepinburr
  26. 26. 26 facebook.com/damoncrepinburr
  27. 27. 27 facebook.com/damoncrepinburr
  28. 28. 28 facebook.com/damoncrepinburr
  29. 29. 29 facebook.com/damoncrepinburr
  30. 30. 30 facebook.com/damoncrepinburr
  31. 31. 31 facebook.com/damoncrepinburr
  32. 32. Human Enhancement = Less Pain32 facebook.com/damoncrepinburr
  33. 33. Be digital. Its not another fuc king media… Bra(i)nding Leveraging digital evolution (culture & technology) to create a brand relationship that fullfils peoples primal needs (more enjoyment & less pain) Give a shit a bout people.33 Do things t hat matters! facebook.com/damoncrepinburr
  34. 34. Thank You! Questions? Reactions? Insults? My wall is open: facebook.com/damoncrepinburr Like the slides? Go ahead, still em: slideshare.net/damoncb34 facebook.com/damoncrepinburr

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