Real Branding Bomb-Proof Brand AdTech NY 2005

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This is a presentation made in fall 2005 that has many examples, best practices and advice still current/viable today.

This is a presentation made in fall 2005 that has many examples, best practices and advice still current/viable today.

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  • 1. Creating a Bomb-Proof Brand Identity The Right Measures of Promotion and Protection Mark Silva Principal & Founder Real Branding
  • 2. ROADMAP
      • Creating a Bomb-Proof Brand Identity
      • Integrated Platform: Your best shot at creating a bomb-proof brand is with integration
      • Crisis Management: what happens if you get shot at (and you will)?
      • Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control
      • Summary
  • 3. According to Scott Bedbury:
      • “ Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful”
      • “ A brand is the sum of the good, the bad, the ugly, the off-strategy. It is defined by your best…[and] worst product. It is defined by award-winning advertising as by the god-awful ads that somehow slipped through the cracks… It is defined by the accomplishments of your best employee…as well as by the mishaps of the worst hire you ever made…
      • “ As such you can’t entirely control a brand. At best you only guide and influence it.”
  • 4. INTEGRATION: LIPTON TEA 360 º
    • Traditional Agency DDB developed “ Tea Can Do That” creative platform to dramatize the healthful benefits of Lipton Tea and inspire reappraisal
  • 5. INTEGRATION: LIPTON TEA 360 º
    • Online consumers explore the range of the brand promise: how Tea Can Do That
    www.Lipton.com
  • 6. INTEGRATION: LIPTON TEA 360 º In Site Engagement
  • 7. INTEGRATION: LIPTON TEA 360 º LIPTON AOX CONNECTION Distributed Media Unit
  • 8. BEST PRACTICES FOR INTEGRATION
    • Make it a client-lead mandatory
    • Enable through process, budget and events
    • Find ways to reward and recognize integration
    • One brief
    • Set tone & workshops for high performance integration behaviors if necessary
    • Minimize P&L impact for agencies to foster “solutions before land grab” mentality
    • Create Master Contact lists to encourage inclusion
    • Recognize and evangelize the wins in common terms. Tip: allow agencies to share case studies
  • 9. CRISIS COMMUNICATIONS
    • We got lucky: our owner base defended us.
    • Todd Riley
    • eBusiness Marketing & Content Leader Volkswagon USA
  • 10. CRISIS COMMUNICATIONS
    • October 24, 2004… Brian Vicker’s Birthday
    It's like a hammer to the chest. It takes the wind out of you. – Dale Earnhardt Jr. What happened yesterday is an unthinkable tragedy. – Greg Wallace Not only did we lose valuable members of our organization and the motorsports community, we lost friends. – Jeff Gordon
  • 11.
    • An Essential Safeguard with Major Sports Sponsorships and Co-Branded Activations: 24/7 Crisis Communications Across All Media Channels
    CRISIS COMMUNICATIONS ditechracing.com top page alternative top page main media creative alternative media creative
  • 12. BEST PRACTICES FOR CRISIS COMMUNICATIONS ONLINE
    • Imagine the unthinkable and plan for it
    • Create contingency:
      • Press Releases
      • Prepared statements and creative for website and ads
      • Text link versions for website and search
    • Secure pre-approval clearance for release at most senior levels of company
    • Develop a communications action plan for notification if you need to deploy
    • Release as broadly as appropriate
    • Have emergency budget available for search term placement
    • Invite communications from brand lovers
  • 13. Putting the Interaction in an Interactive Medium
    • Nature of medium is interactive, so why not more User Generated Content, interactivity from brands?
      • Seen as risky
      • Takes more work
      • Can cost more money
    • Greatest relevance is when first-person “I” connection is unlocked
  • 14. Putting the Interaction in an Interactive Medium
    • MyCoke.com At a Glance
      • Rationale/Business Case
      • Published Results
    06/2002 03/2004 97% Teens Online Hours per Medium Passion Points* Meteoric Growth Stickiest Teen Site Online Big Brand Health Lifts Sources: The Coca-Cola Company, Nielsen Net Ratings, @plan, Various. *Passion points index for illustration only
  • 15. Putting the Interaction in an Interactive Medium
    • MyCoke.com presents a long list of best practices to emulate as appropriate
    Digital Rewards User Accounts Instant Help Customization Listenomics/ Insight Generation Hours of Operation Clear, easy-to-find privacy policy Tour for guests What’s New?
  • 16. Putting the Interaction in an Interactive Medium
    • Kimberly-Clarke solution: balance tightly controlled content and moderated User Generated Content
    Tightly Controlled User Generated Limited Outcome
  • 17. BEST PRACTICES FOR FIRST-PERSON INTERACTIVITY
    • Establish clear rules of engagement
    • Post terms of use as:
      • Required acceptance at gateway and first use
      • Tips for safety
      • Repeat in all moderated actions
    • Software language filter
    • Monitor by staff and/or 3 rd Party personnel
    • Consider the content control spectrum appropriate for your brand and company
    • Consider temporal content (largely here and gone when window is closed)
    • Consider limiting “hours of operation”
    • Plan an exit strategy
    • Insure against risk
  • 18. SUMMARY
      • Creating a Bomb-Proof Brand Identity
      • Integrated Platform: Your best shot at creating a bomb-proof brand is with integration
      • Crisis Management: what happens if you get shot at (and you will)?
      • Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control and developing, energizing and managing your brand in ways you may never have expected nor imagined
  • 19. THANK YOU
    • MARK SILVA
      • REAL BRANDING
      • www.RealBranding.com/adtechny/
      • San Francisco New York
      • 2325 Third Street 275 Madison Avenue
      • Suite 108 Suite 628
      • S.F., CA 94107 N.Y., NY 10016
      • 415.522.1045 212.878.8825