meta tationTATION
TELLING YOUR BRAND STORY ONLINE
FITC TORONTO
APRIL 29, 2014
Telling your
Brand Story Online
@metajive
We are an independently owned
interactive studio focused on partnerships
to create exceptional experiences.
We are an independently owned
interactive studio focused on partnerships
to create exceptional experiences.
METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATEGREAT
EXPERIENCES
METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATEGREAT
EXPERIENCES
METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATEGREAT
EXPERIENCES
METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATEGREAT
EXPERIENCES
BRAND
origins of branding
sure logos are important but
why….
t
$35
Value:
$15,000,000,000
PRO TIP #1: Be Different
w
t
PRO TIP #2: Know Your WHY
t
glassy baby brand
glassy baby brand
* apparently no one
tells her no
glassy baby brand
PRO TIP #3: Know Your Audience
glassy baby brand
glassy baby brand
PRO TIP #4: Make It All Cohesive
APP GEAR PROJECT
APP GEAR PROJECT
TV COMMERCIAL mONTAGE
STORY
steven king
PRO TIP #5: Leave Nothing To Chance
Why Do Brands Use Stories?
A good story connects the brands
values with your own
TIP #6: Show Your Strengths
!
VIRGIN AMERICA PROEJCT
ONLINE
Why is telling a story
online different?
TIP #7: Let The Content Guide You
EB PROJECT
EB PROJECT
TIP #8: Organize Your Story In
bite size pieces
TIP #9: Create Something
Memorable
“You should be able to cover up the logo and
still identify the company because the look
and feel is so distinctive.”
!
— ...
thumb over magazine ad
show app
show leaderboard
TIP #10: Keep It Simple
w
w
t
be bold
w
t
be different
w
t
be strong
w
t
play long
thank you
THANK YOU
dave@metajive.com 858.259.5483 @metajive.com
Showing Your Brand Story Online
Showing Your Brand Story Online
Showing Your Brand Story Online
Showing Your Brand Story Online
Showing Your Brand Story Online
Showing Your Brand Story Online
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Showing Your Brand Story Online

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with Dave Benton Interactive Creative Director, metajive

Presented live at FITC Toronto 2014 on April 27-29, 2014

In this session, Dave Benton will discuss his strategy to effectively convey a brand online. Constructing a plot, defining your brand anchor and refining your message will be the focus of this talk. Leveraging real world examples, you will receive the tools to effectively tell your own brand stories. Go behind the scenes and see how Webby awarded brand experiences were created.

About Dave Benton
Dave is the driving force behind metajive, since its inception in 1999. Dave headed to San Francisco to become a ‘hired gun’ for a handful of the big agencies in the city. Dave worked on everything he could get his hands on, which included Disney, Banana Republic, Gap and Mike’s Hard Lemonade.

After settling in Del Mar, California Dave developed metajive, whose high-profile clients include Porsche, Quiksilver, DC Shoes, NASCAR, Microsoft, Intel and Virgin America. Metajive also works closely with agencies such as JUXT, Cramer Krasslet, Eleven Inc, & Grip Ltd on their top-level accounts.

When Dave isn’t working he’s trying to catch a few waves.

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Showing Your Brand Story Online

  1. 1. meta tationTATION TELLING YOUR BRAND STORY ONLINE FITC TORONTO APRIL 29, 2014
  2. 2. Telling your Brand Story Online
  3. 3. @metajive
  4. 4. We are an independently owned interactive studio focused on partnerships to create exceptional experiences.
  5. 5. We are an independently owned interactive studio focused on partnerships to create exceptional experiences.
  6. 6. METAJIVE’S MISSION IS TO FOR USERS, CLIENTS AND EMPLOYEES CREATEGREAT EXPERIENCES
  7. 7. METAJIVE’S MISSION IS TO FOR USERS, CLIENTS AND EMPLOYEES CREATEGREAT EXPERIENCES
  8. 8. METAJIVE’S MISSION IS TO FOR USERS, CLIENTS AND EMPLOYEES CREATEGREAT EXPERIENCES
  9. 9. METAJIVE’S MISSION IS TO FOR USERS, CLIENTS AND EMPLOYEES CREATEGREAT EXPERIENCES
  10. 10. BRAND
  11. 11. origins of branding
  12. 12. sure logos are important but why….
  13. 13. t $35
  14. 14. Value: $15,000,000,000
  15. 15. PRO TIP #1: Be Different
  16. 16. w t
  17. 17. PRO TIP #2: Know Your WHY
  18. 18. t
  19. 19. glassy baby brand
  20. 20. glassy baby brand * apparently no one tells her no
  21. 21. glassy baby brand
  22. 22. PRO TIP #3: Know Your Audience
  23. 23. glassy baby brand
  24. 24. glassy baby brand
  25. 25. PRO TIP #4: Make It All Cohesive
  26. 26. APP GEAR PROJECT
  27. 27. APP GEAR PROJECT
  28. 28. TV COMMERCIAL mONTAGE
  29. 29. STORY
  30. 30. steven king
  31. 31. PRO TIP #5: Leave Nothing To Chance
  32. 32. Why Do Brands Use Stories?
  33. 33. A good story connects the brands values with your own
  34. 34. TIP #6: Show Your Strengths !
  35. 35. VIRGIN AMERICA PROEJCT
  36. 36. ONLINE
  37. 37. Why is telling a story online different?
  38. 38. TIP #7: Let The Content Guide You
  39. 39. EB PROJECT
  40. 40. EB PROJECT
  41. 41. TIP #8: Organize Your Story In bite size pieces
  42. 42. TIP #9: Create Something Memorable
  43. 43. “You should be able to cover up the logo and still identify the company because the look and feel is so distinctive.” ! — Michael Bierut
  44. 44. thumb over magazine ad
  45. 45. show app
  46. 46. show leaderboard
  47. 47. TIP #10: Keep It Simple
  48. 48. w
  49. 49. w t be bold
  50. 50. w t be different
  51. 51. w t be strong
  52. 52. w t play long
  53. 53. thank you THANK YOU dave@metajive.com 858.259.5483 @metajive.com
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