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

    • Brand Democracy
      Graham BrownmobileYouth
    • #50
      This isn’t about choices in media
      …but choices in mindset
      Graham BrownmobileYouth
    • How to download the slides…
      www.MobileYouthReport.com/101
      Graham BrownmobileYouth
    • #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
    • #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
    • Brand Management vsBrand Democracy
      Graham BrownmobileYouth
    • #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
    • #54
      The creativeagencies of today
      are the monastic scriptoriums of yesteryear
      profitable until the printing press
      democratized storytelling
      Graham BrownmobileYouth
    • #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
    • #56
      Mobile democratized the storytelling
      This generation doesn’t need advertising’s
      social currency anymore
      Graham BrownmobileYouth
    • #57
      We need to move from
      viewing youth as destinations for
      our marketing messages
      …to partners in its production
      Graham BrownmobileYouth
    • #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
    • 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
    • #59
      We need to question the validity of a model that requires customers to “pay” attention to our messages
      Graham BrownmobileYouth
    • Think about that for a minute…
      The model only works if the customer pays to listen to the message
      Graham BrownmobileYouth
    • #60
      Everyone has a voice
      I want to tell my story
      Graham BrownmobileYouth
    • #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
    • #62
      Every customer asks this of your marketing “Where am I in this story?”
      Graham BrownmobileYouth
    • #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
    • #64
      are we selling to them or finding new ways
      to help them connect with each other?
      Graham BrownmobileYouth
    • #65
      Soda? or a way for youth to tell their story?
      Graham BrownmobileYouth
    • Car? or a way for youth to tell their story?
      Graham BrownmobileYouth
    • Shoes?Or a way for youth to tell their story?
      Graham BrownmobileYouth
    • T-Shirts?Or a way for youth to tell their story?
      Graham BrownmobileYouth
    • #66
      We can no longer order youth to pay attention to our messages
      2008
      1988
      Graham BrownmobileYouth
    • #67
      Brand leadership means letting go…
      Graham BrownmobileYouth
    • #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
    • #69
      Are you marketing to…
      …or are you marketing with?
      Graham BrownmobileYouth
    • 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
    • How to download the slides…
      www.MobileYouthReport.com/101
      Graham BrownmobileYouth