Real Branding Bomb-Proof Brand AdTech NY 2005

Slide 1: Creating a Bomb-Proof Brand Identity The Right Measures of Promotion and Protection Mark Silva Principal & Founder Real Branding

Slide 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

Slide 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.”

Slide 4: INTEGRATION: LIPTON TEA 360º > Traditional Agency DDB developed “Tea Can Do That” creative platform to dramatize the healthful benefits of Lipton Tea and inspire reappraisal

Slide 5: INTEGRATION: LIPTON TEA 360º > Online consumers explore the range of the brand promise: how Tea Can Do That www.Lipton.com

Slide 6: INTEGRATION: LIPTON TEA 360º In Site Engagement

Slide 7: INTEGRATION: LIPTON TEA 360º LIPTON AOX CONNECTION Distributed Media Unit

Slide 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

Slide 9: CRISIS COMMUNICATIONS > We got lucky: our owner base defended us. Todd Riley eBusiness Marketing & Content Leader Volkswagon USA

Slide 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

Slide 11: CRISIS COMMUNICATIONS ditechracing.com top page > An Essential Safeguard with Major Sports Sponsorships and Co-Branded Activations: 24/7 Crisis Communications Across All Media Channels alternative top page main media creative alternative media creative

Slide 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

Slide 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

Slide 14: Putting the Interaction in an Interactive Medium > MyCoke.com At a Glance Rationale/Business Case 20 Music 15 IM 10 Gaming 97% 5 Email Blogs 0 Phone Radio Reading TV Internet 0 100 200 300 400 Teens Online Hours per Medium Passion Points* Published Results 5000000 35 4500000 30 4000000 Fav Brand 3500000 25 Cokemusic.com Purch Intent 3000000 Bolt.com 20 Seventeen.com Music 2500000 15 Alloy.com My Kind 2000000 Mtv 1500000 Cool 10 MP3.com 1000000 ElleGirl.com 0 5 10 15 500000 5 0 06/2002 0 03/2004 Minutes 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

Slide 15: Putting the Interaction in an Interactive Medium > MyCoke.com presents a long list of best What’s practices to emulate as appropriate New? Tour for guests Hours of Operation User Accounts Digital Rewards Clear, Instant Help easy-to-find privacy policy Customization Listenomics/ Insight Generation

Slide 16: Putting the Interaction in an Interactive Medium > Kimberly-Clarke solution: balance tightly controlled content and moderated User Generated Content Tightly Controlled Limited Outcome User Generated

Slide 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 3rd 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

Slide 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

Slide 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