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Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
Real Branding Bomb-Proof Brand AdTech NY 2005
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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.

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

Published in: Business, Technology
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  • Transcript

    • 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

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