Digital Brand Strategy | Mace 2008

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Digital Brand Strategy | Mace 2008

  1. 1. Themes underpinning digital branding MACE Congress 2008 Patrick Collings Sagacite Brand Agency Stellenbosch 15 - 17 October 2008
  2. 2. 5 Themes
  3. 3. The flow, not the contours The art of gliding 15MB is the new 15 minutes Our virtual reality Reassembling the fragmentation
  4. 4. The flow, not the contours
  5. 5. from mainframe to desktop to internet
  6. 6. internet explorer rapidly losing ground to firefox
  7. 7. myspace sharing social networking with facebook and others
  8. 8. mainstream media battling bloggers
  9. 9. traditional blogging sharing space with micro blogging
  10. 10. altavista was king before google, will cuil manage to dent the colossus
  11. 11. understand where your market is going and why it is going, but appreciate that the vehicle for getting there will probably change
  12. 12. The art of gliding
  13. 13. you are not inyou think you are control even when
  14. 14. GM’s Chevy Tahoe SUV video clip of user generated tahoe “commercials”
  15. 15. today, everyone can be a director
  16. 16. video clip of user generated polo “commercial”
  17. 17. collection of guinness ads
  18. 18. video clip of non-sanctioned guinness ad
  19. 19. “... they have to keep on consistently building their brands equity so that when a potentially damaging piece of communication does filter out into the world, their brand is strong enough and their consumers are savvy enough to understand its source is the public domain.”
  20. 20. your brand does not need you to be online others will put it there
  21. 21. invisible
  22. 22. small
  23. 23. 7 Guidelines
  24. 24. watch it
  25. 25. increasingly need to be there
  26. 26. empower
  27. 27. engage, or not
  28. 28. integrate
  29. 29. don’t fake it
  30. 30. don’t box the demographic
  31. 31. 7 = soaring + gliding + influencing
  32. 32. accept the loss of complete control and become part of the experience and conversation
  33. 33. 15MB is the new 15 minutes video clip of ad men employment ad ipod photo by Вася Артёмов (http://www.flickr.com/photos/78518472@N00/2274202900/)
  34. 34. as a society we are becoming more visual “video beats pictures beats text” - trendwatching.com 2008 report
  35. 35. what sort of numbers are we talking about
  36. 36. five billion videos serves each month by youtube 44 percent of all online video consumption in the U.S.A.
  37. 37. embedded video clip of instructional video
  38. 38. what about the news media
  39. 39. news media is promoting video offline south african media organizations developing plans with vide as an integral offering
  40. 40. 4 Guidelines
  41. 41. you have to be seen
  42. 42. integrated part of brand communication
  43. 43. parts are greater than the whole
  44. 44. must entertain
  45. 45. we will increasingly tell our brand stories in video and need to weave our brand inextricably into the frames of the video
  46. 46. Our virtual reality
  47. 47. video clip of sony home virtual world
  48. 48. aren’t these just video games
  49. 49. 1 players create their own stories 2 players build their own worlds 3 players own what they built 4 players sell what they own
  50. 50. By 2011, 80% of active internet users will have an avatar Gartner Consulting
  51. 51. your kids probably already do
  52. 52. webkinz clubpenguin zwinky neopets imvu barbiegirls gaia habbo redlightcenter kaneva second life unique US visitors in Sept 07, in millions
  53. 53. the virtuality of second life introduced the reality of avatars to adults
  54. 54. they came from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000
  55. 55. they played during the same period the number of simultaneous second life users grew from 10,000 to 65,000
  56. 56. 1,000,000 to 2,000,000 they paid in the space of 18 months the average value of transactions per day on second life went from $500,000 to between $1m and $2m* * Figure estimated
  57. 57. 32 45 32 average age % females avg hours pm
  58. 58. US 187,000 Europe 160,000 Japan 29,000 Brazil 27,000 Canada 17,000 Most Active Avatars in SL by Region - December 2007
  59. 59. great virtual land rush philips c|net adidas mercedes bmw dell mazda microsoft reuters sony bmg vodafone l’oreal ibm mtv
  60. 60. what went wrong
  61. 61. brands rushed in they didn’t look right or left attempted to conquer rather than integrate failed to realize virtual is not the same as physical brands stumbled
  62. 62. life goes on
  63. 63. what should brands do
  64. 64. understand how brands operate in branded entertainment natural integration into the story line
  65. 65. understand how brands operate in social media & networks multiple conversations and loss of control
  66. 66. understand how brands operate in user-generated content unsanctioned content, mashups and fragmentation
  67. 67. some guidelines
  68. 68. 1 be aware 2 see virtual worlds as evolving stories 3 don’t try conquer, immerse
  69. 69. 1 be aware 2 see virtual worlds as evolving stories 3 don’t try conquer, immerse 4 treat virtual worlds as petri dishes
  70. 70. innovate and produce multiple options
  71. 71. avatars are escaping their virtual worlds photo by Esprit de sel's (http://www.flickr.com/photos/esprit_de_sel/2596849895/sizes/l/#cc_license)
  72. 72. of 23 million and counting
  73. 73. 340 m i l l i o n accounts
  74. 74. 4 Questions
  75. 75. how close will people and their avatars track one another in brand consumption
  76. 76. which one will be the greater influencer on choice of brand
  77. 77. will avatars become brand ambassadors
  78. 78. what will determine legal right to ownership of an avatar
  79. 79. “One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real, the virtual from the real. In the future, that will become literally impossible. The distinction between cyberspace and that which isn’t cyberspace is going to be unimaginable” William Gibson
  80. 80. Reassembling the fragmentation photo by INTVGene (http://www.flickr.com/photos/intvgene/370973576/sizes/l/)
  81. 81. video clip of the modernista Web 2.0 website
  82. 82. 1 Observation
  83. 83. brands must exist in the parts as much as they do in the whole
  84. 84. For ongoing coverage of and commentary on brands in the digital arena please visit the Brand Architect blog at http:// www.collings.co.za/ Thanks to Tyler Reed for introducing me to the quote “15MB is the new 15 minutes” Patrick Collings patrick@sagacite.co.za +27 (0)83 616 0967

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