(Graham Brown mobileYouth) #Trends: Brand Democracy

Brand Democracy
Graham BrownmobileYouth

#50
This isn’t about choices in media
…but choices in mindset

How to download the slides…
www.MobileYouthReport.com/101

#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

#52
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
between
Brand Management
and Brand Democracy

Brand Management vsBrand Democracy

#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

#54
The creativeagencies of today
are the monastic scriptoriums of yesteryear
profitable until the printing press
democratized storytelling

#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

#56
Mobile democratized the storytelling
This generation doesn’t need advertising’s
social currency anymore

#57
We need to move from
viewing youth as destinations for
our marketing messages
…to partners in its production

#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”

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

#59
We need to question the validity of a model that requires customers to “pay” attention to our messages

Think about that for a minute…
The model only works if the customer pays to listen to the message

#60
Everyone has a voice
I want to tell my story

#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

#62
Every customer asks this of your marketing “Where am I in this story?”

#63
Is new media a new way for you to tell the brand story or a new way for your customers to tell theirs?

#64
are we selling to them or finding new ways
to help them connect with each other?

#65
Soda? or a way for youth to tell their story?

Car? or a way for youth to tell their story?

Shoes?Or a way for youth to tell their story?

T-Shirts?Or a way for youth to tell their story?

#66
We can no longer order youth to pay attention to our messages
2008
1988

#67
Brand leadership means letting go…

#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

#69
Are you marketing to…
…or are you marketing with?

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

How to download the slides…
www.MobileYouthReport.com/101

http://www.mobileyouth.org	31
http://www.youthresearchpartners.com	19
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(Graham Brown mobileYouth) #Trends: Brand Democracy

by Graham Brown (mobileYouth) on Apr 20, 2011

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