What the fuck is Bra(i)nding?

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

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

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  • 1. What the fuck is bra(i)nding? Damon CREPIN-BURR October 15, 2011 @ Upload Lisbon1 facebook.com/damoncrepinburr
  • 2. The future of the relationship between brands and people is NOT advertising2 facebook.com/damoncrepinburr
  • 3. 3 facebook.com/damoncrepinburr
  • 4. ...and its not facebook (sorry)4 facebook.com/damoncrepinburr
  • 5. Did you ever wonder why digital is so addictive?5 facebook.com/damoncrepinburr
  • 6. Cookies & Laundry6 facebook.com/damoncrepinburr
  • 7. More enjoyment & Less pain7 facebook.com/damoncrepinburr
  • 8. Human nature drives digital evolution8 facebook.com/damoncrepinburr
  • 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. 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. 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. 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. 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. 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. 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. 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. People have changed17 facebook.com/damoncrepinburr
  • 18. Whats the impact for brands?18 facebook.com/damoncrepinburr
  • 19. Brands need to acknowledge that digital is not a new media: Its part of who we are19 facebook.com/damoncrepinburr
  • 20. And it should be part of who they are too…20 facebook.com/damoncrepinburr
  • 21. DOING BEING21 facebook.com/damoncrepinburr
  • 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. 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. Game Dynamics = More Enjoyment24 facebook.com/damoncrepinburr
  • 25. Game Dynamics = More Enjoyment25 facebook.com/damoncrepinburr
  • 26. 26 facebook.com/damoncrepinburr
  • 27. 27 facebook.com/damoncrepinburr
  • 28. 28 facebook.com/damoncrepinburr
  • 29. 29 facebook.com/damoncrepinburr
  • 30. 30 facebook.com/damoncrepinburr
  • 31. 31 facebook.com/damoncrepinburr
  • 32. Human Enhancement = Less Pain32 facebook.com/damoncrepinburr
  • 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. 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