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Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
Brand-Aligned Entertainment Strategy
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Brand-Aligned Entertainment Strategy

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  • 1. Leveraging Entertainment Marketing: A Comprehensive Strategy for Brand-Aligned Entertainment (BAE)
  • 2. Why Is It Time for a New Approach? Transition to a Brand-Aligned Entertainment (BAE) Strategy
    • Traditional print & broadcast declining in efficacy
    • “ Megaphone” marketing
    • Sophisticated consumers that are difficult to reach
    Why Is It Time for a New Approach?
    • Efficient and impactful integrated marketing
    • “ Conversational” marketing
    • Emotional connections with consumers
    Where are We Now? Where are We Going?
  • 3. "I always called it third-party triangulation …You have the brand and the consumer -- that's two points of the triangle -- and the third point was something or someone else . It always felt foolish [for Nike] to stand up on a pedestal by itself and say, 'Please buy our products,' so we always brought in the third point in the triangle…We would develop a real relationship with the artist or athlete, and our consumers could feel the honesty in those relationships.“ Scott Bedbury, former advertising director of Nike and CMO of Starbucks Brand-Aligned Entertainment: Triangulation Brand Consumer Content Well-Crafted BAE Strategy
  • 4. Bold New Approaches
  • 5. BAE Strategy: Durable Engagement Adopt Absorb Assess
    • Review
    • Rant/Rave
    • Share
    • Language
    • Style
    • Attitudes
    • Values
    Most media strategies stop here BAE Extends Across Engagement Spectrum Consumer Engagement High Low
  • 6. BAE Strategy: Strategic Brand Assessment Define BAE Goals Audit Media Initiatives Develop Brand Characters Implement Confidential
  • 7. BAE Strategy: Defining BAE Goals
    • Who is responsible for our BAE initiatives?
    • What is our goal in pursuing BAE projects?
    • How will we measure success of BAE projects?
    Confidential
  • 8. Adopt Absorb Assess Brand-Driven Producer-Driven Product Placement Ad Spots (TV or Digital) Brand-Aligned Entertainment Branded Entertainment Co-Marketing Sponsorship Licensing BAE Strategy: Audit Existing Initiatives Confidential High Low Consumer Engagement
  • 9. BAE Strategy: Developing Brand Characters Brand Characters Are Not… Brand Characters Are…
    • Someone to endorse your product
    • Celebrity that you’d like to meet
    • The new “it” girl/guy
    • Aligned with your brand values and identity
    • Someone who would actually use your brand
    • Emotionally relevant to your consumers
    Brand Characters Are Not… Brand Characters Are…
    • Aligned with your brand values and identity
    • Someone who would actually use your brand
    • Emotionally relevant to your consumers
    Brand Characters Are Not… Brand Characters Are…
    • Someone to endorse your product
    • Celebrity that you’d like to meet
    • The new “it” girl/guy
    Brand Characters Are Not… Brand Characters Are… Confidential
  • 10. Adopt Absorb Assess Brand-Driven Producer-Driven Content BAE Strategy: Identifying Properties Social Media Mobile WOM Events Promotions Sales Identify Characters and Properties That Will Carry Across This Continuum Confidential High Low Consumer Engagement
  • 11. BAE Strategy: Recommendations
    • Categories of properties to pursue
    • Recommended implementation next steps
    Confidential

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