Brands and religion rely on
elaborate story-telling andboth lean on detailed symbols and imagery that carry thestory forward."Brands with great story-telling are typically associatedwith grandeur, vision, a clear enemy and a certaindegree of mystery."
People who were in casual
face-to-face conversationsexposed to certain brands were 49% more attentive tothose brands later online.The true power of social media is offline, not online, asit starts at the face-to-face level.WOM is much more powerful during the hours of8:00-10:00 worldwide
When Hitchcock wascreating his movies
hehad 2 scripts:Blue: Rational part:scene w/birds, shower sceneGreen: Emotion: where theaudience should feel scared,where they should feelengaged etc.Your brand has to have aBlue/Green script.
Symbols:Coke bottle: in 1915 the
Coca-Cola company issued aset of guidelines that if you dropped a Coca-Colabottle and it smashed into a thousand pieces youwould still be able to recognize it.
When you can bring brand
& culture togetherat the intersection is shared purposeROI is not purposeThe best brands weren’t created or born to bethe most profitable but to make life betterSteve Jobs true obsession is relentless focus ongreat products
Sneakerpedia:$5,000 for video, $0 seeding,
ignited 4.5m tweets,attracted 6.7m fans, more than $1m in free mediaWhen you get the connection, shared purpose andpassion you can ignite a fire that will attract manymany people.
Born this way pre-launch:Gaga enlisted
Monsters to make album name, artwork,single, #1 trending topic on Twitter. She ‘Treats’ as areward for their loyalty and engagementFacebook countdown:Fans RSVP to Album release.250,000 RSVP’s, one of the most RSVP’devents in Facebook history.
iTunes countdown:Born This Way became
the fastest-selling single in thehistory of iTunes, selling one million copies in the first 5days. 2 additional songs where released early exclusively oniTunes prior to full album release.Gagavision series:Gaga created her own series for fans (Gagavision) to teaseinstrumentals and lyrics from new songs before they werereleasedResults:Unprecented first week sales, true integration oftraditional media meeting new forms of engagement
The communications industry today is
dominatedby companies who were recent entrepreneurial start-ups—Google, Apple, Microsoft, Facebook, Twitter,TV hasnt died, but a plethora of new mediaopportunities are taking the headlines these days—interactive, experiential, social, mobile, etc.The new generation of creative talent has grown upto utilize these media options with dramatic andexciting results.
Fleishman-HillardSocialMobile MarketingRobert Winslow Dr Orin
Levine Mitch SpolanExecutive Vice-President, Executive Director - Senior Vice-President,Senior Partner, Managing International Vaccine Access National Sales - LivingSocialDirector, Technology Group - Center at the Johns HopkinsFleishman-Hillard Bloomberg School of Public Health DAY 3
Paid media:measurable media (TV, search
or display ads)Owned media:channels (corporate website, you control the message)Earned media:consumer develops the channel or engages with yourbrand through social channels (Facebook, Twitter, blogs)
For your global framework you
should ensureyour message, tone, and placements are driven byconsumer involvement.Escalate involvement with your brand bycreating a virtuous cycle of involvement
5 implications for action: Track
and measure customer involvement Map out the brands touchpoints Connect the purchase path to every touchpoint Use local insights to create local plans Give customers an experience not a rotation of message
BBDOMeet the ScreensEric Bader Jeffrey
Graham Jim SanfilippoChief Strategy Officer, Worldwide Director of Chief Operating Officer -Worldwide - Initiative Performance - Initiative Innocean (Hyundai, North America) DAY 3
All screens are not created
equalIt’s no longer about the matching luggage(making something for TV then pushing it out online)We need to understand the archetypes of each ones ofthese screens and what that means for creating goodcontentThe right content for the right screen
The “Xerox Park” think tank
was set up in the 1970s.The best and the brightest were assembled and given timeand resource to research the office of the futureThey invented the mouse, the PC, Graphical Userinterface (GUI) and laser printer.24 year old Steve Jobs was given a first hand look at allthese new innovations.
On returning to HQ Steve
told his engineers to stopeverything, scratch the previous plans and create a mousethat cost $15 (not $300) and develop a new GUIThe result: the first Apple MacSteve Jobs had become successful not by being early butby being late, by adapting the ideas of others to benefitconsumersGoogle didn’t invent search,Facebook didn’t invent the social networkPut less emphasis on innovation, more emphasis ontweaking and implementation.
Coca-ColaLiquid andLinked MystiqueJonathan Mildenhall Pio
Schunker Ivan PollardVice-President, Global Senior Vice-President, Vice President, GlobalAdvertising Strategy and Integrated Marketing Connections - The Coca-Creative Excellence - Content - The Coca-Cola Cola CompanyThe Coca-Cola Company Company, North America DAY 3
Jonathan Mildenhall:“We need a more
fluid approach to content,a lot more stuff for a lot less dollars”“You need to iterate, iterate, iterate yourproduction needs, you can’t just replicateyour production content”Pio Shunker:“We will move from creative excellence tocontent excellence”
Eliminate the role of luck
at every step"We kept the entire process very analytical,"The game took 8 months to buildThe team studied a lot of other games on the weband mobile space and learnt from them.Vesterbacka made a checklist and made sure that allthe pros and cons of the existing games were takeninto consideration while developing Angry Birds.
"Marketing is not rocket science""Two
things must be borne in mind - fans, and thebrand itself,"3 aspects must take precedence: giving the brand a distinct character, making the brand addictive, and making it very accessible.Soon after it started becoming popular, Angry Birdswas made accessible on every possible device andplatform, right from phones to the internet."Its about taking the brand everywhere"
We often do a 1%
test at Google, tryingsomething out on just 1% of our users.’‘The most successful people have an idea, thinksomething will work, but theyre not biased.Try to say yes - the power of yes is notunderstood, yes is how your life evolves.
Leo BurnettThe languageof the 21st
centuryMark Tutssel Jay BenjaminChief Creative Officer - Leo Chief Creative Officer -Burnett Worldwide Leo Burnett New YorkMichael Canning Kieran AntillCreative Director, Senior Vice- Creative Director -President - Leo Burnett New York Leo Burnett New York DAY 3
Today people know when brands
are speaking from aplace of selling, bottom line or shareholder values andthey have the power to reject them.The brands that speak human are the ones that havereal conversation with people.They speak with honesty, humanity,intrigued and humour.They speak the language of the people.
“Real innovation and creativity often
happenswithin tight constraints”“creativity is not an exotic capacity. We all haveit, and we now have to make a commitment todevelop it”“The role of leaders is not to command andcontrol the creative process, but to create theconditions for it to flourish”
“Those most willing to devote
a small butsignificant portion of their budgets and time torunning creative experiments - the Five Per CentClub - are increasingly seeing brave ideasdevelop into compelling marketing projects”
Paul Kemp:Acting then measuring has
been replaced bylistening then respondingJesse Greenwood:We need to move away from 360 degreemarketing, and towards 365 days a year marketing
Wind tunnel marketing:homogenization, everything has
to be the same,which is driven by fear of differenceIf you ask the same people the same questionsin the same way, you’ll get the same answersDifference creates enduring memories thattranslate into trials, sales and loyaltyThe social web rewards difference