Branding And New Media

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Presentation to DCU students on 6th October 2009

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Branding And New Media

  1. 1. Branding and New Media Piaras Kelly – 6 th October 2009
  2. 2. Agenda <ul><li>What is a Brand? </li></ul><ul><li>Effect of New Media on Brands </li></ul><ul><li>Rules of Engagement </li></ul><ul><li>Examples </li></ul>
  3. 3. What is a Brand? <ul><li>A Brand is a (cluster of) (strategic) cultural ideas – John Grant, ‘ The Brand Innovation Manifesto ’ </li></ul><ul><li>Example – Lynx </li></ul><ul><ul><li>Spectacular: Lynx Phoenix Ibiza festival </li></ul></ul><ul><ul><li>Erotic: The Lynx Effect </li></ul></ul><ul><ul><li>Regressive: Tongue in cheek online games </li></ul></ul><ul><ul><li>Time: Launches 24/7 variant </li></ul></ul><ul><ul><li>Now: Oliver Cheatam single/dance </li></ul></ul>
  4. 4. Effect of New Media on Brands <ul><li>Brand Image vs Reality </li></ul><ul><li>Shift from Top-Down Communication </li></ul><ul><li>From One-to-One-to-Many to One-to-Many-to-Many </li></ul><ul><li>Rise in Trust in Peers </li></ul><ul><li>Saturated Media Ecosystem </li></ul>
  5. 5. Rules of Engagement <ul><li>Understand How Consumers Use Tools </li></ul><ul><li>Participate, Participate, Participate </li></ul><ul><li>Take A Pragmatic Approach </li></ul><ul><li>Invest For The Long Term – Think About Content </li></ul><ul><li>Listen and Leverage Existing Communities </li></ul><ul><li>Relax </li></ul>
  6. 6. <ul><li>Bebo - Tapping into Communities / Listening - Bring Back Wispa </li></ul>
  7. 7. <ul><li>Facebook - Applications - Whopper Sacrifice </li></ul>
  8. 8. <ul><li>Megaphone - Baker Tweet - www.bakertweet.com </li></ul>
  9. 9. <ul><li>Spreading ideas - TweetDeck.com - @zoodigital - www.someonewouldlovesome.com </li></ul>SAMPLE IMAGE
  10. 10. <ul><li>Answer Desk - The Big Switch </li></ul>
  11. 11. <ul><li>Blogs - Putting a Face on Your Company </li></ul>
  12. 12. <ul><li>Integrating Digital - Collaboration / Creation / Connecting </li></ul>
  13. 13. <ul><li>Through The Line – Never Give Up </li></ul>
  14. 14. <ul><li>Integrating Digital - Collaboration </li></ul>
  15. 15. <ul><li>Integrating Digital - Creation - Carling </li></ul>
  16. 16. <ul><li>Integrating Digital - Connect people </li></ul>
  17. 17. Emerging Digital Trends
  18. 18. <ul><li>Life-tracking - www.daytum.com </li></ul>
  19. 19. <ul><li>In-video e-commerce - Nike </li></ul>
  20. 20. Thank you. <ul><li>Piaras Kelly </li></ul><ul><li>Edelman </li></ul><ul><li>[email_address] </li></ul><ul><li>www.pkellypr.com/blog </li></ul><ul><li>www.twitter.com/pkellypr </li></ul><ul><li>MSN: smiaras </li></ul><ul><li>Skype: smiaras </li></ul><ul><li>353 1 6789333 </li></ul>

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