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PR, advertising and the Change that's coming
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PR, advertising and the Change that's coming

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This presentation was given to the PRCA illustrating the importance of pr and design working together in the immediate future. Branding is still king, but based on recent events, newsworthiness and …

This presentation was given to the PRCA illustrating the importance of pr and design working together in the immediate future. Branding is still king, but based on recent events, newsworthiness and design are pre-eminent in brand building.

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  • What has changed? What major event proved to us once and for all that design and pr when they work together have the power to change everything. What’s the catalyst for changing.
  • this simple idea proved it could work. Now, I am about as sick of hearing about the success of this campaign as the rest of us, but it at least deserves mentioning. Not only was it the first time a political campaign really got it, it showed that when pr and design work together, they can change the course of a nation.
  • That couldn’t have happened without this, but
  • This one, very simple graphic element forever cemented that PR and design can work together. Political campaigns are PR in nature: create stories out of thin air, shape public perceptions of a candidate.The style of the Obama campaign said change, it said hope and it said freshness in a way that a stodgy old typeface would have killed
    Imagine if the logo had looked something like this:
  • Here, a younger, less experienced Senator Obama is running a campaign. For 2008, he orchestrated a brand campaign that led with pr and design.
  • Design is first and foremost an aesthetic: something of beauty that’s designed to both attract and connote a certain emotion. Good design constructs emotion in the hearts and minds of people.
    And that’s why design is a foundational element to building a brand. It’s the gateway to a brand.
  • you can always recognize good design for being good design (unless its your own). it stands out because most things aren’t well designed.
  • So, riddle me this: what is a brand.
    Somebody




  • Reference the Brand Gap
    There are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time.
  • Reference the Brand Gap
    There are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time.
  • Reference the Brand Gap
    There are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time.
  • Brands have to stand out from one another and be distinct. That’s why good design is so important. It helps a brand stand out.
  • Brands have to stand out from one another and be distinct. That’s why good design is so important. It helps a brand stand out.

  • The only difference on these two shirts is that arrogant dude on the horse. He’s what makes me pay $50 more for this shirt because it makes me feel like a rich, white dude who yachts. I don’t even know how to yacht, but this shirt makes me at least feel like I could if I tried.
  • The only difference on these two shirts is that arrogant dude on the horse. He’s what makes me pay $50 more for this shirt because it makes me feel like a rich, white dude who yachts. I don’t even know how to yacht, but this shirt makes me at least feel like I could if I tried.
  • The only difference on these two shirts is that arrogant dude on the horse. He’s what makes me pay $50 more for this shirt because it makes me feel like a rich, white dude who yachts. I don’t even know how to yacht, but this shirt makes me at least feel like I could if I tried.
  • it’s in the heart of public opionion that this idea of says exists

  • it’s in the heart of public opionion that this idea of says exists

  • Nike has been telling the same story for 21 years. Just do it has been the theme of that brand forever, but they’ve been consistent in adapting how that message is applied. Remember about 10 years ago when Nike was getting sweat shops to do their shoes? Not too consistent, was it? We want Americans to succeed, but tiny-handed vietnamese seamstresses, back to work.
    The same story can be told from many angles. All angles have to be advanced and protected.
  • Any of you heard of this guy?
    I know you’ve heard of his work. He wrote the book that inspired the Musical, Wicked.
    In his latter series of books, he took popular children’s tales and told them from the reverse perspective. He’s not the first, just the most popular.
    But the thing that makes his stories so fascinating is that they fly in the face of everything we know of Snow White or The Wizard of Oz or the any others. It’s disparate. And for a brand, it’s horrible.
  • A brand is really nothing more than a story. Think of it like this:
    I start telling you a story about my family. I’m relaying a warm moment about my son, Caedmon, to you. I look you in the eye. I smile as I tell it. Then, I start looking away, drifting off, asking you for food. Possibly making a lewd comment. Then go back to telling my story warmly again.
    What happens? You doubt my sincerity. You question my motives and my frame of reference. My brand delivered mixed signals to you.
  • Benefits prescribed to a consumer are always either emotional or rational. When the work together, they achieve this far more effectively. Sometimes, PR has to carry that load when marketing can’t. Sometimes, advertising does. But these two things have to work together for the health of a brand.
    Amazing PR promotes them both. The brand is now placed in the care of PR firms. Think about what happens when Oprah gives out 75 Lincolns at her show. She’s lept from rational to emotional
  • Benefits prescribed to a consumer are always either emotional or rational. When the work together, they achieve this far more effectively. Sometimes, PR has to carry that load when marketing can’t. Sometimes, advertising does. But these two things have to work together for the health of a brand.
    Amazing PR promotes them both. The brand is now placed in the care of PR firms. Think about what happens when Oprah gives out 75 Lincolns at her show. She’s lept from rational to emotional
  • Corporate Philanthropy









  • Transcript

    • 1. CHANGE why advertising and pr have to work together now more than ever. o2ideas
    • 2. what we’re going to cover: 1. What’s changed 2.Why branding 3.Why work together o2ideas
    • 3. why? o2ideas
    • 4. o2ideas
    • 5. o2ideas
    • 6. o2ideas
    • 7. o2ideas
    • 8. design creates emotion o2ideas
    • 9. good design stands out o2ideas
    • 10. What is a brand? o2ideas
    • 11. a brand is not a logo. a brand is not a corporate identity. a brand is not a product. –The Brand Gap o2ideas
    • 12. an intangible, emotional relationship that people develop with a product, service or company over time. o2ideas
    • 13. collectively, what people say, feel and think about a particular product, service or company. –Hello Viking o2ideas
    • 14. A strong brand is a collection of coherent ideas and experiences with a product or service over time. –Hello Viking o2ideas
    • 15. a brand is emotion o2ideas
    • 16. Ralph Lauren: Faded Glory: $55 $5 o2ideas
    • 17. A brand isn’t what you say it is. It’s what your customers say it is. –The Brand Gap o2ideas
    • 18. a brand is a story o2ideas
    • 19. Gregory Maguire o2ideas
    • 20. Consistency o2ideas
    • 21. MOTIONAL VS RATIONAL o2ideas
    • 22. an intangible, emotional relationship that people develop with a product, service or company over time. o2ideas
    • 23. {What’s the fundamental purpose of Public Relations?} o2ideas
    • 24. Gain positive, unpaid media coverage o2ideas
    • 25. Shape the perceptions of targeted publics o2ideas
    • 26. Tell a persuasive side of a story or issue o2ideas
    • 27. Make sure an entity’s profile matches its brand o2ideas
    • 28. If you don’t define your brand, someone else will. o2ideas
    • 29. {What’s the fundamental purpose of advertising?} o2ideas
    • 30. Push consumers to emotionally connect o2ideas
    • 31. Change the perceptions of a target audience o2ideas
    • 32. Engage those consumers to act o2ideas
    • 33. Create experiences worth sharing. Don't make ads, make news. –Bob Thacker o2ideas
    • 34. More and more I'm becoming convinced this is the only way most companies should look at social media from a marketing perspective. Quit trying to quot;join the conversation.quot; Stop trying to be everyone's friend. Don't shove your marketing messages at people. Just listen to what people are saying about your product or service and apply what you learn to making it better. The same goes for your marketing. Make it worth talking about. –Paul Isakson o2ideas
    • 35. o2ideas
    • 36. So? o2ideas
    • 37. The blending of PR and design is the future of marketing. o2ideas
    • 38. Make brands famous. –Alex Bogusky o2ideas
    • 39. Always put the brand first. o2ideas
    • 40. Design is equally as important as message. o2ideas
    • 41. Leave design to a professional o2ideas
    • 42. Always think beyond what you’re personally capable of. o2ideas
    • 43. thank you o2ideas