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Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
Fuzion Seminar Brand Evolution in Social Media Evolution
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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  • 1. Brand EvolutionIn The Social Media Revolution<br />Presented by<br />Bob Demetrius, Senior Creative Director <br />and Partner of LSHD advertising<br />
  • 2. Brand Evolution | In The Social Media Revolution<br />Brand Evolution<br />In The<br />Social Media Revolution<br />
  • 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. Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
  • 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. Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
  • 7. Brand Evolution | In The Social Media Revolution<br />What is Branding Anyway?<br />
  • 8. Brand Evolution | In The Social Media Revolution<br />It must be authentic,<br />
  • 9. Brand Evolution | In The Social Media Revolution<br />it must be credible,<br />
  • 10. Brand Evolution | In The Social Media Revolution<br />and it must provide a positive experience,<br />
  • 11. Brand Evolution | In The Social Media Revolution<br />creating an emotional connection,<br />
  • 12. Brand Evolution | In The Social Media Revolution<br />defining you from the competition.<br />
  • 13. Brand Evolution | In The Social Media Revolution<br />defining you from the competition.<br />
  • 14. Brand Evolution | In The Social Media Revolution<br />Why is Brand Experience Important to My Company Anyway?<br />
  • 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. Brand Evolution | In The Social Media Revolution<br />What makes a Brand Real?<br />
  • 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. 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. 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. 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. 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. 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. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers<br />
  • 24. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  • 25. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />And Meeting Them<br />
  • 26. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  • 27. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Luxury<br />
  • 28. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  • 29. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Safety<br />
  • 30. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  • 31. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Freedom (to go anywhere)<br />
  • 32. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />
  • 33. Brand Evolution | In The Social Media Revolution<br />Understanding Your Customers’Expectations<br />Performance<br />
  • 34. Brand Evolution | In The Social Media Revolution<br />Brand Development is Evolving<br />
  • 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. 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. 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. 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. 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. 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. 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. 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. Brand Evolution | In The Social Media Revolution<br />The Two-Way Brand Conversation<br />The principals to employ for success<br />
  • 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. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  • 46. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  • 47. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />The Real Thing<br />
  • 48. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  • 49. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Nutritious<br />
  • 50. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  • 51. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Trustworthy<br />
  • 52. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />
  • 53. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands<br />Think Different<br />
  • 54. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />
  • 55. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />Made in America<br />
  • 56. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />
  • 57. Brand Evolution | In The Social Media Revolution<br />Emotionally Connected Brands?<br />The Better Coffee Experience<br />
  • 58. Thank you!<br />Questions?<br />

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