Fuzion Seminar Brand Evolution in Social Media Evolution
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Fuzion Seminar Brand Evolution in Social Media Evolution

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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 ...

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.

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Fuzion Seminar Brand Evolution in Social Media Evolution Fuzion Seminar Brand Evolution in Social Media Evolution Presentation Transcript

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