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Fuzion Seminar Brand Evolution in Social Media Evolution
 

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?