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(Graham Brown mobileYouth) #Trends: Brand Democracy

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Brand Democracy focuses on involving youth in the product development and marketing process. Is it brand management or brand democracy?...

Brand Democracy focuses on involving youth in the product development and marketing process. Is it brand management or brand democracy?
- part of the 101 series http://www.mobileyouthreport.com/101

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(Graham Brown mobileYouth) #Trends: Brand Democracy Presentation Transcript

  • 1. Brand Democracy
    Graham BrownmobileYouth
  • 2. #50
    This isn’t about choices in media
    …but choices in mindset
    Graham BrownmobileYouth
  • 3. How to download the slides…
    www.MobileYouthReport.com/101
    Graham BrownmobileYouth
  • 4. #51
    New media isn’t a solution but a promise
    - a promise that you’ll help them connect better
    - a promise that you’ll help them tell their story
    breaking the promise by drowning out the conversation
    with a brand monologue leads only to disappointment
    Graham BrownmobileYouth
  • 5. #52
    me me me me me me me me me me me me me me
    me me me me me me me me me me me me me me
    me me me me me me me me me me me me me me
    me me me me me me me me me me me me me me
    me me me me me me me me me me me me me me
    me me me me me me you me me me me me me
    simply put…
    the difference
    me me me me me me me me me me me me me me
    between
    me me me me me me me me me me me me me me
    Brand Management
    me me me me me me me me me me me me me me
    and Brand Democracy
    me me me me me me me me me me me me me me
    Graham BrownmobileYouth
  • 6. Brand Management vsBrand Democracy
    Graham BrownmobileYouth
  • 7. #53
    Technology has democratized the marketing model
    The whole brand management model is based on a simple premise – what the agency says is more important than what the customer says
    Now every customer is their own advertising agency
    Graham BrownmobileYouth
  • 8. #54
    The creativeagencies of today
    are the monastic scriptoriums of yesteryear
    profitable until the printing press
    democratized storytelling
    Graham BrownmobileYouth
  • 9. #55
    The story of technology is the story of disruption
    Technologies that shift the control of resource from one group to another disrupt industries
    When the resource is information, technology disrupts society
    Graham BrownmobileYouth
  • 10. #56
    Mobile democratized the storytelling
    This generation doesn’t need advertising’s
    social currency anymore
    Graham BrownmobileYouth
  • 11. #57
    We need to move from
    viewing youth as destinations for
    our marketing messages
    …to partners in its production
    Graham BrownmobileYouth
  • 12. #58
    The whole marketing model has shifted in one generation
    - from the “big idea” to the “small whatever”
    Now youth aren’t paying attention to advertisers
    they are listening to each other and agencies are having
    a hard time accommodating this fact into the whole
    idea of “brand management”
    Graham BrownmobileYouth
  • 13. Most brand managers remember ads from their childhood
    We remember how they made an impression
    We remember how they made us feel
    But this is now history and we need to let it go
    Graham BrownmobileYouth
  • 14. #59
    We need to question the validity of a model that requires customers to “pay” attention to our messages
    Graham BrownmobileYouth
  • 15. Think about that for a minute…
    The model only works if the customer pays to listen to the message
    Graham BrownmobileYouth
  • 16. #60
    Everyone has a voice
    I want to tell my story
    Graham BrownmobileYouth
  • 17. #61
    When you look at this picture chances are
    you try to find the face most similar to yours
    This is how we view marketing
    We try to find meaning in the story
    through connection
    Graham BrownmobileYouth
  • 18. #62
    Every customer asks this of your marketing “Where am I in this story?”
    Graham BrownmobileYouth
  • 19. #63
    Is new media a new way for you to tell the brand story or a new way for your customers to tell theirs?
    Graham BrownmobileYouth
  • 20. #64
    are we selling to them or finding new ways
    to help them connect with each other?
    Graham BrownmobileYouth
  • 21. #65
    Soda? or a way for youth to tell their story?
    Graham BrownmobileYouth
  • 22. Car? or a way for youth to tell their story?
    Graham BrownmobileYouth
  • 23. Shoes?Or a way for youth to tell their story?
    Graham BrownmobileYouth
  • 24. T-Shirts?Or a way for youth to tell their story?
    Graham BrownmobileYouth
  • 25. #66
    We can no longer order youth to pay attention to our messages
    2008
    1988
    Graham BrownmobileYouth
  • 26. #67
    Brand leadership means letting go…
    Graham BrownmobileYouth
  • 27. #68
    Agencies are leading brands up a blind alley by trying to sell them on the idea that youth want to interact with brands on Facebook
    Just like advertising, it’s one big fraud to rob clients of moneyYouth don’t want to be your friend or hang out on your FB page. They want to friend each other and you’re either helping them do that or interrupting them with your monologue
    Graham BrownmobileYouth
  • 28. #69
    Are you marketing to…
    …or are you marketing with?
    Graham BrownmobileYouth
  • 29. Graham Brown
    mobileYouth
    Since 2001, mobileYouth has been helping companies build bridges with the youth market.Graham is a regular industry commentator on youth media and marketing and has appeared on CNN, CNBC and in the FT, WSJ and Sunday Times
    Graham BrownmobileYouth
  • 30. How to download the slides…
    www.MobileYouthReport.com/101
    Graham BrownmobileYouth