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Digital Brand Strategy | Mace 2008

Digital Brand Strategy | Mace 2008



The presentation looks at themes underpinning digital strategy. Needs a talking head to explain several of the slides.

The presentation looks at themes underpinning digital strategy. Needs a talking head to explain several of the slides.



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    Digital Brand Strategy | Mace 2008 Digital Brand Strategy | Mace 2008 Presentation Transcript

    • Themes underpinning digital branding MACE Congress 2008 Patrick Collings Sagacite Brand Agency Stellenbosch 15 - 17 October 2008
    • 5 Themes
    • The flow, not the contours The art of gliding 15MB is the new 15 minutes Our virtual reality Reassembling the fragmentation
    • The flow, not the contours
    • from mainframe to desktop to internet
    • internet explorer rapidly losing ground to firefox
    • myspace sharing social networking with facebook and others
    • mainstream media battling bloggers
    • traditional blogging sharing space with micro blogging
    • altavista was king before google, will cuil manage to dent the colossus
    • understand where your market is going and why it is going, but appreciate that the vehicle for getting there will probably change
    • The art of gliding
    • you are not inyou think you are control even when
    • GM’s Chevy Tahoe SUV video clip of user generated tahoe “commercials”
    • today, everyone can be a director
    • video clip of user generated polo “commercial”
    • collection of guinness ads
    • video clip of non-sanctioned guinness ad
    • “... 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.”
    • your brand does not need you to be online others will put it there
    • invisible
    • small
    • 7 Guidelines
    • watch it
    • increasingly need to be there
    • empower
    • engage, or not
    • integrate
    • don’t fake it
    • don’t box the demographic
    • 7 = soaring + gliding + influencing
    • accept the loss of complete control and become part of the experience and conversation
    • 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/)
    • as a society we are becoming more visual “video beats pictures beats text” - trendwatching.com 2008 report
    • what sort of numbers are we talking about
    • five billion videos serves each month by youtube 44 percent of all online video consumption in the U.S.A.
    • embedded video clip of instructional video
    • what about the news media
    • news media is promoting video offline south african media organizations developing plans with vide as an integral offering
    • 4 Guidelines
    • you have to be seen
    • integrated part of brand communication
    • parts are greater than the whole
    • must entertain
    • we will increasingly tell our brand stories in video and need to weave our brand inextricably into the frames of the video
    • Our virtual reality
    • video clip of sony home virtual world
    • aren’t these just video games
    • 1 players create their own stories 2 players build their own worlds 3 players own what they built 4 players sell what they own
    • By 2011, 80% of active internet users will have an avatar Gartner Consulting
    • your kids probably already do
    • webkinz clubpenguin zwinky neopets imvu barbiegirls gaia habbo redlightcenter kaneva second life unique US visitors in Sept 07, in millions
    • the virtuality of second life introduced the reality of avatars to adults
    • they came from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000
    • they played during the same period the number of simultaneous second life users grew from 10,000 to 65,000
    • 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
    • 32 45 32 average age % females avg hours pm
    • US 187,000 Europe 160,000 Japan 29,000 Brazil 27,000 Canada 17,000 Most Active Avatars in SL by Region - December 2007
    • great virtual land rush philips c|net adidas mercedes bmw dell mazda microsoft reuters sony bmg vodafone l’oreal ibm mtv
    • what went wrong
    • 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
    • life goes on
    • what should brands do
    • understand how brands operate in branded entertainment natural integration into the story line
    • understand how brands operate in social media & networks multiple conversations and loss of control
    • understand how brands operate in user-generated content unsanctioned content, mashups and fragmentation
    • some guidelines
    • 1 be aware 2 see virtual worlds as evolving stories 3 don’t try conquer, immerse
    • 1 be aware 2 see virtual worlds as evolving stories 3 don’t try conquer, immerse 4 treat virtual worlds as petri dishes
    • innovate and produce multiple options
    • 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)
    • of 23 million and counting
    • 340 m i l l i o n accounts
    • 4 Questions
    • how close will people and their avatars track one another in brand consumption
    • which one will be the greater influencer on choice of brand
    • will avatars become brand ambassadors
    • what will determine legal right to ownership of an avatar
    • “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
    • Reassembling the fragmentation photo by INTVGene (http://www.flickr.com/photos/intvgene/370973576/sizes/l/)
    • video clip of the modernista Web 2.0 website
    • 1 Observation
    • brands must exist in the parts as much as they do in the whole
    • 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