Colin Blake, MTV - 'Branding'

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iStrategy Conference Melbourne 2011: Jeff Bullas Split Stream Interactive Workshop 2 - (Day One)

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Colin Blake, MTV - 'Branding'

  1. 1.
  2. 2. Viacom connects with audiences through compelling content across television, online and mobile platforms in more than 160 countries and territories. With approximately 170 media networks reaching more than 600 million global consumers.<br />
  3. 3. <ul><li>Expansion of our product
  4. 4. Evolution of our offering
  5. 5. Consistently talking to our audience
  6. 6. Consistently working with our audience www.mtvsticky.com
  7. 7. Those in senior positions still having a youthful energy
  8. 8. We have the luxury of our product appeal but we have been humble as “purveyors of pop culture” </li></li></ul><li>
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  10. 10. Companies utilize Facebook as a way of communicating their brand, while getting to grips with what we as consumers really think – hence personalized brand profiles. So it’s a win/win scenario for brands and individuals alike. – “how Cool Brands Stay Hot” Joeri Van den Bergh<br />
  11. 11. “Marketing professionals are operating in a bubble of myths and fantasies and hopelessly misguided and unscientific marketing techniques which are bleeding their corporate employers” – Professor Byron Sharp, Ehrenberg-Bass Insititue – U of SA<br />“What annoys me is when you see the entire marketing community bolting for online – even toothpaste brands”<br />“It is amazing that people have missed the point that the hottest selling electronic product of the last decade besides Ipod’s has been big screen tv’s.”<br />
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  20. 20. <ul><li>Youth Marketing can be a good model for all demos
  21. 21. “The pressure for marketers is high when they have to deal with the most marketing savvy generation of teens and 20 year olds ever”</li></ul> – How cool brands stay hot Joeri Van Den Bergh<br /><ul><li>Is it necessary to be cool and is it possible to become a cool brand in every product category?</li></li></ul><li>The “Crush” brand leverage model.<br /><ul><li>Coolness
  22. 22. Realness
  23. 23. Uniqueness
  24. 24. Self – identification with the brand
  25. 25. Happiness</li></li></ul><li>
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  27. 27. MTV from 2001- 2008 and the need to pull out the BIG DOGG.<br />

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