Creating a Bomb-Proof Brand Identity The Right Measures of Promotion and Protection  Mark Silva  Principal & Founder Real ...
ROADMAP <ul><ul><li>Creating a Bomb-Proof Brand Identity   </li></ul></ul><ul><ul><li>Integrated Platform:  Your best shot...
According to Scott Bedbury: <ul><ul><li>“ Branding is about taking something common and improving upon it in ways that mak...
INTEGRATION: LIPTON TEA 360 º <ul><li>Traditional Agency DDB developed “ Tea  Can  Do  That” creative platform to dramatiz...
INTEGRATION: LIPTON TEA 360 º <ul><li>Online consumers explore the range of the brand promise: how Tea Can Do That </li></...
INTEGRATION: LIPTON TEA 360 º In Site Engagement
INTEGRATION: LIPTON TEA 360 º LIPTON AOX CONNECTION Distributed Media Unit
BEST PRACTICES FOR INTEGRATION <ul><li>Make it a client-lead mandatory </li></ul><ul><li>Enable through process, budget an...
CRISIS COMMUNICATIONS <ul><li>We got lucky: our owner base defended us. </li></ul><ul><li>Todd Riley </li></ul><ul><li>eBu...
CRISIS COMMUNICATIONS <ul><li>October 24, 2004… Brian Vicker’s Birthday </li></ul>It's like a hammer to the chest. It take...
<ul><li>An Essential Safeguard with Major Sports Sponsorships and Co-Branded Activations: 24/7 Crisis Communications Acros...
BEST PRACTICES FOR CRISIS COMMUNICATIONS ONLINE <ul><li>Imagine the unthinkable and plan for it </li></ul><ul><li>Create c...
Putting the Interaction in an Interactive Medium <ul><li>Nature of medium is interactive, so why not more User Generated C...
Putting the Interaction in an Interactive Medium <ul><li>MyCoke.com At a Glance </li></ul><ul><ul><li>Rationale/Business C...
Putting the Interaction in an Interactive Medium <ul><li>MyCoke.com presents a long list of best practices to emulate as a...
Putting the Interaction in an Interactive Medium <ul><li>Kimberly-Clarke solution: balance tightly controlled content and ...
BEST PRACTICES FOR FIRST-PERSON INTERACTIVITY <ul><li>Establish clear rules of engagement </li></ul><ul><li>Post terms of ...
SUMMARY <ul><ul><li>Creating a Bomb-Proof Brand Identity   </li></ul></ul><ul><ul><li>Integrated Platform:  Your best shot...
THANK YOU <ul><li>MARK SILVA </li></ul><ul><ul><li>REAL BRANDING </li></ul></ul><ul><ul><li>www.RealBranding.com/adtechny/...
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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.

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  • Real Branding Bomb-Proof Brand AdTech NY 2005

    1. 1. Creating a Bomb-Proof Brand Identity The Right Measures of Promotion and Protection Mark Silva Principal & Founder Real Branding
    2. 2. ROADMAP <ul><ul><li>Creating a Bomb-Proof Brand Identity </li></ul></ul><ul><ul><li>Integrated Platform: Your best shot at creating a bomb-proof brand is with integration </li></ul></ul><ul><ul><li>Crisis Management: what happens if you get shot at (and you will)? </li></ul></ul><ul><ul><li>Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control </li></ul></ul><ul><ul><li>Summary </li></ul></ul>
    3. 3. According to Scott Bedbury: <ul><ul><li>“ Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful” </li></ul></ul><ul><ul><li>“ 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… </li></ul></ul><ul><ul><li>“ As such you can’t entirely control a brand. At best you only guide and influence it.” </li></ul></ul>
    4. 4. INTEGRATION: LIPTON TEA 360 º <ul><li>Traditional Agency DDB developed “ Tea Can Do That” creative platform to dramatize the healthful benefits of Lipton Tea and inspire reappraisal </li></ul>
    5. 5. INTEGRATION: LIPTON TEA 360 º <ul><li>Online consumers explore the range of the brand promise: how Tea Can Do That </li></ul>www.Lipton.com
    6. 6. INTEGRATION: LIPTON TEA 360 º In Site Engagement
    7. 7. INTEGRATION: LIPTON TEA 360 º LIPTON AOX CONNECTION Distributed Media Unit
    8. 8. BEST PRACTICES FOR INTEGRATION <ul><li>Make it a client-lead mandatory </li></ul><ul><li>Enable through process, budget and events </li></ul><ul><li>Find ways to reward and recognize integration </li></ul><ul><li>One brief </li></ul><ul><li>Set tone & workshops for high performance integration behaviors if necessary </li></ul><ul><li>Minimize P&L impact for agencies to foster “solutions before land grab” mentality </li></ul><ul><li>Create Master Contact lists to encourage inclusion </li></ul><ul><li>Recognize and evangelize the wins in common terms. Tip: allow agencies to share case studies </li></ul>
    9. 9. CRISIS COMMUNICATIONS <ul><li>We got lucky: our owner base defended us. </li></ul><ul><li>Todd Riley </li></ul><ul><li>eBusiness Marketing & Content Leader Volkswagon USA </li></ul>
    10. 10. CRISIS COMMUNICATIONS <ul><li>October 24, 2004… Brian Vicker’s Birthday </li></ul>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. 11. <ul><li>An Essential Safeguard with Major Sports Sponsorships and Co-Branded Activations: 24/7 Crisis Communications Across All Media Channels </li></ul>CRISIS COMMUNICATIONS ditechracing.com top page alternative top page main media creative alternative media creative
    12. 12. BEST PRACTICES FOR CRISIS COMMUNICATIONS ONLINE <ul><li>Imagine the unthinkable and plan for it </li></ul><ul><li>Create contingency: </li></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><li>Prepared statements and creative for website and ads </li></ul></ul><ul><ul><li>Text link versions for website and search </li></ul></ul><ul><li>Secure pre-approval clearance for release at most senior levels of company </li></ul><ul><li>Develop a communications action plan for notification if you need to deploy </li></ul><ul><li>Release as broadly as appropriate </li></ul><ul><li>Have emergency budget available for search term placement </li></ul><ul><li>Invite communications from brand lovers </li></ul>
    13. 13. Putting the Interaction in an Interactive Medium <ul><li>Nature of medium is interactive, so why not more User Generated Content, interactivity from brands? </li></ul><ul><ul><li>Seen as risky </li></ul></ul><ul><ul><li>Takes more work </li></ul></ul><ul><ul><li>Can cost more money </li></ul></ul><ul><li>Greatest relevance is when first-person “I” connection is unlocked </li></ul>
    14. 14. Putting the Interaction in an Interactive Medium <ul><li>MyCoke.com At a Glance </li></ul><ul><ul><li>Rationale/Business Case </li></ul></ul><ul><ul><li>Published Results </li></ul></ul>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. 15. Putting the Interaction in an Interactive Medium <ul><li>MyCoke.com presents a long list of best practices to emulate as appropriate </li></ul>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. 16. Putting the Interaction in an Interactive Medium <ul><li>Kimberly-Clarke solution: balance tightly controlled content and moderated User Generated Content </li></ul>Tightly Controlled User Generated Limited Outcome
    17. 17. BEST PRACTICES FOR FIRST-PERSON INTERACTIVITY <ul><li>Establish clear rules of engagement </li></ul><ul><li>Post terms of use as: </li></ul><ul><ul><li>Required acceptance at gateway and first use </li></ul></ul><ul><ul><li>Tips for safety </li></ul></ul><ul><ul><li>Repeat in all moderated actions </li></ul></ul><ul><li>Software language filter </li></ul><ul><li>Monitor by staff and/or 3 rd Party personnel </li></ul><ul><li>Consider the content control spectrum appropriate for your brand and company </li></ul><ul><li>Consider temporal content (largely here and gone when window is closed) </li></ul><ul><li>Consider limiting “hours of operation” </li></ul><ul><li>Plan an exit strategy </li></ul><ul><li>Insure against risk </li></ul>
    18. 18. SUMMARY <ul><ul><li>Creating a Bomb-Proof Brand Identity </li></ul></ul><ul><ul><li>Integrated Platform: Your best shot at creating a bomb-proof brand is with integration </li></ul></ul><ul><ul><li>Crisis Management: what happens if you get shot at (and you will)? </li></ul></ul><ul><ul><li>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 </li></ul></ul>
    19. 19. THANK YOU <ul><li>MARK SILVA </li></ul><ul><ul><li>REAL BRANDING </li></ul></ul><ul><ul><li>www.RealBranding.com/adtechny/ </li></ul></ul><ul><ul><li>San Francisco New York </li></ul></ul><ul><ul><li>2325 Third Street 275 Madison Avenue </li></ul></ul><ul><ul><li>Suite 108 Suite 628 </li></ul></ul><ul><ul><li>S.F., CA 94107 N.Y., NY 10016 </li></ul></ul><ul><ul><li>415.522.1045 212.878.8825 </li></ul></ul>
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