Brand EvolutionIn The Social Media Revolution<br />Presented by<br />Bob Demetrius, Senior Creative Director <br />and Par...
Brand Evolution | In The Social Media Revolution<br />Brand Evolution<br />In The<br />Social Media Revolution<br />
Brand Evolution | In The Social Media Revolution<br />Brand Evolution<br />In The<br />Social Media Revolution<br />Spendi...
Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />The creative and social science of<br ...
Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
Brand Evolution | In The Social Media Revolution<br />It must be authentic,<br />
Brand Evolution | In The Social Media Revolution<br />it must be credible,<br />
Brand Evolution | In The Social Media Revolution<br />and it must provide a positive experience,<br />
Brand Evolution | In The Social Media Revolution<br />creating an emotional connection,<br />
Brand Evolution | In The Social Media Revolution<br />defining you from the competition.<br />
Brand Evolution | In The Social Media Revolution<br />defining you from the competition.<br />
Brand Evolution | In The Social Media Revolution<br />Why is Brand Experience Important to My Company Anyway?<br />
Brand Evolution | In The Social Media Revolution<br />Why is Brand Experience Important to My Company Anyway?<br />A diffe...
Brand Evolution | In The Social Media Revolution<br />What makes a Brand Real?<br />
Brand Evolution | In The Social Media Revolution<br />What makes a Brand Real?<br />Understanding your customers expectati...
Brand Evolution | In The Social Media Revolution<br />Credibility – Be real or be gone. <br />A credible source influences...
Brand Evolution | In The Social Media Revolution<br />Authenticity – Perception is reality. <br />To be authentic, you mus...
Brand Evolution | In The Social Media Revolution<br />Innovation – Bring real change.<br />What is breakthrough technology...
Brand Evolution | In The Social Media Revolution<br />Trust – It is earned, not given.<br />Trust is the total sum of the ...
Brand Evolution | In The Social Media Revolution<br />Consistency – Again and again and again.<br />Delivering the positiv...
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />And Meeting Them<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Luxury<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Safety<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Freedom (to go anywhe...
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Performance<br />
Brand Evolution | In The Social Media Revolution<br />Brand Development is Evolving<br />
Brand Evolution | In The Social Media Revolution<br />Brand Development is Evolving<br />The explosion of digital mediums ...
Brand Evolution | In The Social Media Revolution<br />Brand Development is Evolving<br />Consumers will have greater influ...
Brand Evolution | In The Social Media Revolution<br />“Word of Mouth is the best medium of all.”<br />Bill Bernbach, CFO a...
Brand Evolution | In The Social Media Revolution<br />“Word of Mouse will become the medium for brands to connect with the...
Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />The brand evolution strategy mod...
Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />Conviction – Belief in your mess...
Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />Collaboration – Shared expectati...
Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />Creativity – Defining real emoti...
Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />The principals to employ for suc...
Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />The principals to employ for suc...
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />The Real Thing<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Nutritious<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Trustworthy<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Think Different<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />Made in America<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />
Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />The Better Coffee Experience<br />
Thank you!<br />Questions?<br />
Upcoming SlideShare
Loading in...5
×

Fuzion Seminar Brand Evolution in Social Media Evolution

1,966

Published on

This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - discusses the evolution of branding as it pertains to the new social media revolution, by outlining successes and failures in todays mainstream brands.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,966
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
56
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Fuzion Seminar Brand Evolution in Social Media Evolution

  1. 1. Brand EvolutionIn The Social Media Revolution<br />Presented by<br />Bob Demetrius, Senior Creative Director <br />and Partner of LSHD advertising<br />
  2. 2. Brand Evolution | In The Social Media Revolution<br />Brand Evolution<br />In The<br />Social Media Revolution<br />
  3. 3. Brand Evolution | In The Social Media Revolution<br />Brand Evolution<br />In The<br />Social Media Revolution<br />Spending the Right Message™<br />
  4. 4. Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
  5. 5. Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />The creative and social science of<br />developing a unique differentiated idea,<br />which defines your brand in a direct, <br />relevant way to your consumer.<br />
  6. 6. Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
  7. 7. Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
  8. 8. Brand Evolution | In The Social Media Revolution<br />It must be authentic,<br />
  9. 9. Brand Evolution | In The Social Media Revolution<br />it must be credible,<br />
  10. 10. Brand Evolution | In The Social Media Revolution<br />and it must provide a positive experience,<br />
  11. 11. Brand Evolution | In The Social Media Revolution<br />creating an emotional connection,<br />
  12. 12. Brand Evolution | In The Social Media Revolution<br />defining you from the competition.<br />
  13. 13. Brand Evolution | In The Social Media Revolution<br />defining you from the competition.<br />
  14. 14. Brand Evolution | In The Social Media Revolution<br />Why is Brand Experience Important to My Company Anyway?<br />
  15. 15. Brand Evolution | In The Social Media Revolution<br />Why is Brand Experience Important to My Company Anyway?<br />A differentiated brand experience<br />identifies your product or service with your target audience <br />and connects them to you on an emotional level.<br />That’s where their wallets are!<br />
  16. 16. Brand Evolution | In The Social Media Revolution<br />What makes a Brand Real?<br />
  17. 17. Brand Evolution | In The Social Media Revolution<br />What makes a Brand Real?<br />Understanding your customers expectations <br />and meeting them.<br />
  18. 18. Brand Evolution | In The Social Media Revolution<br />Credibility – Be real or be gone. <br />A credible source influences decision makers.<br />Interacting with brands is much like personal relationships.<br />As a decision maker,<br />we don’t believe a person who isn’t credible.<br />
  19. 19. Brand Evolution | In The Social Media Revolution<br />Authenticity – Perception is reality. <br />To be authentic, you must be real.<br />It is essential that the brand experience is authentic<br />and reflected at every touch-point, <br />within the organization and across all media platforms.<br />
  20. 20. Brand Evolution | In The Social Media Revolution<br />Innovation – Bring real change.<br />What is breakthrough technology today is yesterday’s idea.<br />The growing global access to information and services means<br />brands must provide better, smarter, solutions <br />that positively effect the consumers lives.<br />
  21. 21. Brand Evolution | In The Social Media Revolution<br />Trust – It is earned, not given.<br />Trust is the total sum of the credibility, confidence and competency <br />that supports the brand promise, <br />delivered at every touch-point.<br />
  22. 22. Brand Evolution | In The Social Media Revolution<br />Consistency – Again and again and again.<br />Delivering the positive brand experience consistently <br />is critical for the long term trust and authenticity of the brand.<br />
  23. 23. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers<br />
  24. 24. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  25. 25. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />And Meeting Them<br />
  26. 26. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  27. 27. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Luxury<br />
  28. 28. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  29. 29. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Safety<br />
  30. 30. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  31. 31. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Freedom (to go anywhere)<br />
  32. 32. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  33. 33. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Performance<br />
  34. 34. Brand Evolution | In The Social Media Revolution<br />Brand Development is Evolving<br />
  35. 35. Brand Evolution | In The Social Media Revolution<br />Brand Development is Evolving<br />The explosion of digital mediums is changing<br />the delivery of the message<br />from one-way push communication to a two-way conversation.<br />
  36. 36. Brand Evolution | In The Social Media Revolution<br />Brand Development is Evolving<br />Consumers will have greater influence in brand relationships.<br />The creative principals will not change,<br />the strategies to communicate the message will. <br />
  37. 37. Brand Evolution | In The Social Media Revolution<br />“Word of Mouth is the best medium of all.”<br />Bill Bernbach, CFO and Founder,<br />DDB World Wide Communications Group<br />
  38. 38. Brand Evolution | In The Social Media Revolution<br />“Word of Mouse will become the medium for brands to connect with their consumers.”<br />Christina Divigard, Communication Strategist and Founder,<br />New Brand World LTD, UK<br />
  39. 39. Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />The brand evolution strategy model<br />will be based on the three C’s:<br />
  40. 40. Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />Conviction – Belief in your message.<br />Ensuring key influencers recognize the credibility of your brand promise, and engaging openly with influencers who disagree.<br />
  41. 41. Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />Collaboration – Shared expectations and goals.<br />Brands will share leadership roles and guidance<br />with key influencers and consumers,<br />to build and maintain brand consensus.<br />
  42. 42. Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />Creativity – Defining real emotional insights.<br />Understanding the emotional value and connection,<br />through active consumer participation,<br />will provide the insights to creative solutions.<br />
  43. 43. Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />The principals to employ for success<br />
  44. 44. Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />The principals to employ for success<br /> Education<br /> I.D. Your Audience<br /> Provide Communication Tools<br /> Research<br /> Listen<br />
  45. 45. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  46. 46. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  47. 47. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />The Real Thing<br />
  48. 48. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  49. 49. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Nutritious<br />
  50. 50. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  51. 51. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Trustworthy<br />
  52. 52. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  53. 53. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Think Different<br />
  54. 54. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />
  55. 55. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />Made in America<br />
  56. 56. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />
  57. 57. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />The Better Coffee Experience<br />
  58. 58. Thank you!<br />Questions?<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×