Branding and New Media Piaras Kelly – 6 th October 2009

Agenda What is a Brand? Effect of New Media on Brands Rules of Engagement Examples

What is a Brand?

Effect of New Media on Brands

Rules of Engagement

Examples

What is a Brand? A Brand is a (cluster of) (strategic) cultural ideas – John Grant, ‘ The Brand Innovation Manifesto ’ Example – Lynx Spectacular: Lynx Phoenix Ibiza festival Erotic: The Lynx Effect Regressive: Tongue in cheek online games Time: Launches 24/7 variant Now: Oliver Cheatam single/dance

A Brand is a (cluster of) (strategic) cultural ideas – John Grant, ‘ The Brand Innovation Manifesto ’

Example – Lynx

Spectacular: Lynx Phoenix Ibiza festival

Erotic: The Lynx Effect

Regressive: Tongue in cheek online games

Time: Launches 24/7 variant

Now: Oliver Cheatam single/dance

Effect of New Media on Brands Brand Image vs Reality Shift from Top-Down Communication From One-to-One-to-Many to One-to-Many-to-Many Rise in Trust in Peers Saturated Media Ecosystem

Brand Image vs Reality

Shift from Top-Down Communication

From One-to-One-to-Many to One-to-Many-to-Many

Rise in Trust in Peers

Saturated Media Ecosystem

Rules of Engagement Understand How Consumers Use Tools Participate, Participate, Participate Take A Pragmatic Approach Invest For The Long Term – Think About Content Listen and Leverage Existing Communities Relax

Understand How Consumers Use Tools

Participate, Participate, Participate

Take A Pragmatic Approach

Invest For The Long Term – Think About Content

Listen and Leverage Existing Communities

Relax

Bebo - Tapping into Communities / Listening - Bring Back Wispa

Bebo - Tapping into Communities / Listening - Bring Back Wispa

Facebook - Applications - Whopper Sacrifice

Facebook - Applications - Whopper Sacrifice

Megaphone - Baker Tweet - www.bakertweet.com

Megaphone - Baker Tweet - www.bakertweet.com

Spreading ideas - TweetDeck.com - @zoodigital - www.someonewouldlovesome.com SAMPLE IMAGE

Spreading ideas - TweetDeck.com - @zoodigital - www.someonewouldlovesome.com

Answer Desk - The Big Switch

Answer Desk - The Big Switch

Blogs - Putting a Face on Your Company

Blogs - Putting a Face on Your Company

Integrating Digital - Collaboration / Creation / Connecting

Integrating Digital - Collaboration / Creation / Connecting

Through The Line – Never Give Up

Through The Line – Never Give Up

Integrating Digital - Collaboration

Integrating Digital - Collaboration

Integrating Digital - Creation - Carling

Integrating Digital - Creation - Carling

Integrating Digital - Connect people

Integrating Digital - Connect people

Emerging Digital Trends

Life-tracking - www.daytum.com

Life-tracking - www.daytum.com

In-video e-commerce - Nike

In-video e-commerce - Nike

Thank you. Piaras Kelly Edelman [email_address] www.pkellypr.com/blog www.twitter.com/pkellypr MSN: smiaras Skype: smiaras 353 1 6789333

Piaras Kelly

Edelman

[email_address]

www.pkellypr.com/blog

www.twitter.com/pkellypr

MSN: smiaras

Skype: smiaras

353 1 6789333