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Branding And New Media

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Presentation to DCU students on 6th October 2009

Presentation to DCU students on 6th October 2009

Published in: Business, Technology
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Transcript

  • 1. Branding and New Media Piaras Kelly – 6 th October 2009
  • 2. Agenda
    • What is a Brand?
    • Effect of New Media on Brands
    • Rules of Engagement
    • Examples
  • 3. 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
  • 4. 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
  • 5. 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
  • 6.
    • Bebo - Tapping into Communities / Listening - Bring Back Wispa
  • 7.
    • Facebook - Applications - Whopper Sacrifice
  • 8.
    • Megaphone - Baker Tweet - www.bakertweet.com
  • 9.
    • Spreading ideas - TweetDeck.com - @zoodigital - www.someonewouldlovesome.com
    SAMPLE IMAGE
  • 10.
    • Answer Desk - The Big Switch
  • 11.
    • Blogs - Putting a Face on Your Company
  • 12.
    • Integrating Digital - Collaboration / Creation / Connecting
  • 13.
    • Through The Line – Never Give Up
  • 14.
    • Integrating Digital - Collaboration
  • 15.
    • Integrating Digital - Creation - Carling
  • 16.
    • Integrating Digital - Connect people
  • 17. Emerging Digital Trends
  • 18.
    • Life-tracking - www.daytum.com
  • 19.
    • In-video e-commerce - Nike
  • 20. Thank you.
    • Piaras Kelly
    • Edelman
    • [email_address]
    • www.pkellypr.com/blog
    • www.twitter.com/pkellypr
    • MSN: smiaras
    • Skype: smiaras
    • 353 1 6789333

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