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(Graham Brown mobileYouth) #Trends: Brand Democracy
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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

Published in: Technology, Business

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  • 1. Brand Democracy Graham Brown mobileYouth
  • 2. This isn’t about choices in media …but choices in mindset #50 Graham Brown mobileYouth
  • 3. How to download the slides… www.MobileYouthReport.com/101 Graham Brown mobileYouth
  • 4. 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 #51 Graham Brown mobileYouth
  • 5. 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 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 simply put… the difference and Brand Democracy Brand Management between #52 Graham Brown mobileYouth
  • 6. Brand Management vs Brand Democracy Brand Management Brand Democracy Our role Manage and protect brand Custodians of brand Tools Advertising, new media Permission Assets Win youth attention Buy it Earn it Tactics Mass marketing Fanspotting Metaphor Getting elected Nurturing love Planning Spend budget Invest budget Innovation Product development Youthsourcing Narrative Tell the brand story Help youth tell their story View customers as Destinations Partners Point of sale Marketing ends here Marketing starts here Brand measure Reach Influence Insights Focus groups The field Graham Brown mobileYouth
  • 7. 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 Technology has democratized the marketing model #53 Graham Brown mobileYouth
  • 8. The creative agencies of today are the monastic scriptoriums of yesteryear profitable until the printing press democratized storytelling #54 Graham Brown mobileYouth
  • 9. 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 #55 Graham Brown mobileYouth
  • 10. Mobile democratized the storytelling This generation doesn’t need advertising’s social currency anymore #56 Graham Brown mobileYouth
  • 11. We need to move from viewing youth as destinations for …to partners in its production #57 our marketing messages Graham Brown mobileYouth
  • 12. 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” #58 Graham Brown mobileYouth
  • 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 Brown mobileYouth
  • 14. We need to question the validity of a model that requires customers to “pay” attention to our messages #59 Graham Brown mobileYouth
  • 15. Think about that for a minute… The model only works if the customer pays to listen to the message Graham Brown mobileYouth
  • 16. I want to tell my story Everyone has a voice #60 Graham Brown mobileYouth
  • 17. 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 #61 Graham Brown mobileYouth
  • 18. Every customer asks this of your marketing “Where am I in this story?” #62 Graham Brown mobileYouth
  • 19. Is new media a new way for you to tell the brand story or a new way for your customers to tell theirs? #63 Graham Brown mobileYouth
  • 20. are we selling to them or finding new ways to help them connect with each other? #64 Graham Brown mobileYouth
  • 21. Soda? or a way for youth to tell their story? #65 Graham Brown mobileYouth
  • 22. Car? or a way for youth to tell their story? Graham Brown mobileYouth
  • 23. Shoes? Or a way for youth to tell their story? Graham Brown mobileYouth
  • 24. T-Shirts? Or a way for youth to tell their story? Graham Brown mobileYouth
  • 25. 20081988 We can no longer order youth to pay attention to our messages #66 Graham Brown mobileYouth
  • 26. Brand leadership means letting go…#67 Graham Brown mobileYouth
  • 27. Just like advertising, it’s one big fraud to rob clients of money Youth 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 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 #68 Graham Brown mobileYouth
  • 28. Are you marketing to… …or are you marketing with? #69 Graham Brown mobileYouth
  • 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 Brown mobileYouth
  • 30. How to download the slides… www.MobileYouthReport.com/101 Graham Brown mobileYouth