ANTIPLATFORM                            CREATING EFFECTIVE BRAND EXPERIENCES                                              ...
ANTIPLATFORM                         l liberateyourbrand.com   3Thursday, April 18, 13
ANTIPLATFORM        A BRAND        “...the promise, the big idea, and the        expectations that reside inside each     ...
ANTIPLATFORM        A BRAND                         l liberateyourbrand.com   3Thursday, April 18, 13
ANTIPLATFORM        A BRAND             ...is not a logo                                l liberateyourbrand.com   3Thursda...
ANTIPLATFORM        A BRAND             ...is not a logo   ...is not a tagline                                 Think Diffe...
ANTIPLATFORM        A BRAND             ...is not a logo   ...is not a tagline   ...is not a product                      ...
l liberateyourbrand.com   4Thursday, April 18, 13
ANTIPLATFORM        BRANDING EVOLUTION           Features                            Experience          “What is is”     ...
ANTIPLATFORM        BRANDING EVOLUTION          ‣         Messages    ‣   Conversations          ‣            Static   ‣  ...
2013                         engagement                                      l liberateyourbrand.com   6Thursday, April 18...
The belief that people learn most effectively                         by doing things rather than sitting and listening.  ...
ANTIPLATFORM        ENGAGEMENT PRE-REQ          ‣       Differentiation   ‣   All backed by a truly          ‣       Consi...
ANTIPLATFORM        ENGAGEMENT IS NOT          ‣       Activity       ‣   Tweets          ‣       Conversation   ‣   Comme...
ENGAGEMENT (n):                         Creating windows of enhanced attention                           to influence beha...
l liberateyourbrand.com   11Thursday, April 18, 13
BUT WHY ALL THIS CRAP?                ENGAGEMENT creates the opportunity for          BRAND SALIENCE – A brand’s propensit...
AND HOW?                         Brand Salience = (engagement)(value exchange)                                            ...
AND HOW?                         Brand Salience = (engagement)(value exchange)                                            ...
AND HOW?                         Brand Salience = (engagement)(value exchange)                                            ...
l liberateyourbrand.com   14Thursday, April 18, 13
WHAT IS                         YOUR BRAND                         HERE FOR?                         HOW CAN              ...
have a point                              of view                         On the world. On culture. On people.            ...
understand                             what your                         segments want             Don’t just take your be...
the future                   isn’t messaging                        The future is in ideas that solve business            ...
in the wild                                       l liberateyourbrand.com   19Thursday, April 18, 13
ANTIPLATFORM        NIKE MAG AUCTION                         ENGAGEMENT: 1,500 Exclusive Nike Mags were                   ...
ANTIPLATFORM        NIKE MAG AUCTION                         VALUE EXCHANGE: Connect snearheads, Back                     ...
Nike (2000)                         We want to inspire you to victory.                                                    ...
Nike (2000)                           We want to inspire you to victory.                                  Nike (2012-prese...
l liberateyourbrand.com   22Thursday, April 18, 13
l liberateyourbrand.com   23Thursday, April 18, 13
THEY SHOULD BE SCARED:                         Too Predictable = No Surprise                          No Surprise = Nothin...
l liberateyourbrand.com   25Thursday, April 18, 13
ANTIPLATFORM        BRANDING EVOLUTION           Features                            Experience          “What is is”     ...
2013                         engagement                                      l liberateyourbrand.com   27Thursday, April 1...
ANTIPLATFORM        FURTHER READING                         The Brand Gap by Marty Neumeier                         Design...
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Antiplatform: Creating Effective Brand Experiences

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By James Campbell - Associate Creative Director.
As technology and media evolve, the consumer encounters brands in unpredictable ways. This presentation will cover concepts and strategies for creating evocative branded experiences, across all media, devices or situations. As we look into the future, brands must represent themselves as a whole entity, and exhibit integrity at all touch points…especially those you can't control.

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Antiplatform: Creating Effective Brand Experiences

  1. 1. ANTIPLATFORM CREATING EFFECTIVE BRAND EXPERIENCES l liberateyourbrand.com 2Thursday, April 18, 13
  2. 2. ANTIPLATFORM l liberateyourbrand.com 3Thursday, April 18, 13
  3. 3. ANTIPLATFORM A BRAND “...the promise, the big idea, and the expectations that reside inside each customer’s mind about a product, service, or company. A brand is shorthand. It stands for something.” - Alina Wheeler Designing Brand Identity (2006) l liberateyourbrand.com 3Thursday, April 18, 13
  4. 4. ANTIPLATFORM A BRAND l liberateyourbrand.com 3Thursday, April 18, 13
  5. 5. ANTIPLATFORM A BRAND ...is not a logo l liberateyourbrand.com 3Thursday, April 18, 13
  6. 6. ANTIPLATFORM A BRAND ...is not a logo ...is not a tagline Think Different. l liberateyourbrand.com 3Thursday, April 18, 13
  7. 7. ANTIPLATFORM A BRAND ...is not a logo ...is not a tagline ...is not a product Think Different. l liberateyourbrand.com 3Thursday, April 18, 13
  8. 8. l liberateyourbrand.com 4Thursday, April 18, 13
  9. 9. ANTIPLATFORM BRANDING EVOLUTION Features Experience “What is is” “What you feel” 1925 2000 1900 1950 Benefits Identification “What it does” “Who you are” l liberateyourbrand.com 5Thursday, April 18, 13
  10. 10. ANTIPLATFORM BRANDING EVOLUTION ‣ Messages ‣ Conversations ‣ Static ‣ Dynamic ‣ Saying ‣ Doing ‣ Look & Feel ‣ Experience ‣ Posing ‣ Authenticity ‣ Simplicity ‣ Complexity l liberateyourbrand.com 5Thursday, April 18, 13
  11. 11. 2013 engagement l liberateyourbrand.com 6Thursday, April 18, 13
  12. 12. The belief that people learn most effectively by doing things rather than sitting and listening. SEYMOUR PAPERT l liberateyourbrand.com 7Thursday, April 18, 13
  13. 13. ANTIPLATFORM ENGAGEMENT PRE-REQ ‣ Differentiation ‣ All backed by a truly ‣ Consistency exceptional and integral ‣ Voice product offering ‣ Innovation l liberateyourbrand.com 8Thursday, April 18, 13
  14. 14. ANTIPLATFORM ENGAGEMENT IS NOT ‣ Activity ‣ Tweets ‣ Conversation ‣ Comments ‣ Likes ‣ +1’s ‣ Follows ‣ Posts, Hits, CTR, etc. l liberateyourbrand.com 9Thursday, April 18, 13
  15. 15. ENGAGEMENT (n): Creating windows of enhanced attention to influence behavior & motivations l liberateyourbrand.com 10Thursday, April 18, 13
  16. 16. l liberateyourbrand.com 11Thursday, April 18, 13
  17. 17. BUT WHY ALL THIS CRAP? ENGAGEMENT creates the opportunity for BRAND SALIENCE – A brand’s propensity to be noticed or come to mind in buying situations by increasing the quanitity & quality of memory structures buyers hold about your brand. l liberateyourbrand.com 12Thursday, April 18, 13
  18. 18. AND HOW? Brand Salience = (engagement)(value exchange) l liberateyourbrand.com 13Thursday, April 18, 13
  19. 19. AND HOW? Brand Salience = (engagement)(value exchange) l liberateyourbrand.com 13Thursday, April 18, 13
  20. 20. AND HOW? Brand Salience = (engagement)(value exchange) l liberateyourbrand.com 13Thursday, April 18, 13
  21. 21. l liberateyourbrand.com 14Thursday, April 18, 13
  22. 22. WHAT IS YOUR BRAND HERE FOR? HOW CAN IT HELP? l liberateyourbrand.com 15Thursday, April 18, 13
  23. 23. have a point of view On the world. On culture. On people. Not just a position in a category. l liberateyourbrand.com 16Thursday, April 18, 13
  24. 24. understand what your segments want Don’t just take your benefits and apply them to segments. Take what they demand, and see what fits. If it doesn’t fit, move on. Don’t force it. l liberateyourbrand.com 17Thursday, April 18, 13
  25. 25. the future isn’t messaging The future is in ideas that solve business problems in a CULTURALLY POSITIVE WAY. l liberateyourbrand.com 18Thursday, April 18, 13
  26. 26. in the wild l liberateyourbrand.com 19Thursday, April 18, 13
  27. 27. ANTIPLATFORM NIKE MAG AUCTION ENGAGEMENT: 1,500 Exclusive Nike Mags were auctioned on ebay. All proceeds went to benefit the Michael J. Fox Foundation - including a $50m match from Sergey Brin. Highest winning bid: $9,959.00 (10) Lowest winning bid: $2,300.00 (7) TOTAL RAISED: $5,695,190.53 (x2) l liberateyourbrand.com 20Thursday, April 18, 13
  28. 28. ANTIPLATFORM NIKE MAG AUCTION VALUE EXCHANGE: Connect snearheads, Back to the Future fans, and the Parkinson’s community to relive their youthful hopes and raise money for Parkinson’s research. BRAND SALIENCY: Scarcity value of the product and a CSR brand boost increases saliency outside the core sports territory. Justifies a ridiculous price premium in a recessionary market. l liberateyourbrand.com 20Thursday, April 18, 13
  29. 29. Nike (2000) We want to inspire you to victory. l liberateyourbrand.com 21Thursday, April 18, 13
  30. 30. Nike (2000) We want to inspire you to victory. Nike (2012-present) We give you the power to be victorious. l liberateyourbrand.com 21Thursday, April 18, 13
  31. 31. l liberateyourbrand.com 22Thursday, April 18, 13
  32. 32. l liberateyourbrand.com 23Thursday, April 18, 13
  33. 33. THEY SHOULD BE SCARED: Too Predictable = No Surprise No Surprise = Nothing New Nothing New = No Value l liberateyourbrand.com 24Thursday, April 18, 13
  34. 34. l liberateyourbrand.com 25Thursday, April 18, 13
  35. 35. ANTIPLATFORM BRANDING EVOLUTION Features Experience “What is is” “What you feel” 1925 2000 1900 1950 Benefits Identification “What it does” “Who you are” l liberateyourbrand.com 26Thursday, April 18, 13
  36. 36. 2013 engagement l liberateyourbrand.com 27Thursday, April 18, 13
  37. 37. ANTIPLATFORM FURTHER READING The Brand Gap by Marty Neumeier Designing Brand Identity by Alina Wheeler Return on Engagement by Tim Frick Brand Sense by Martin Lindström Worldmade Series by JWT l liberateyourbrand.com 28Thursday, April 18, 13

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