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Agile Branding
 

Agile Branding

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  • linearer Prozess\n
  • - mehr Verbindungen\n- individuelle Berührungspunkten\n1965: 80% (18-49) -> 3 TV-Spots\n2002: 80% (18-49) ->117 Prime-Time Spots\n
  • - dynamisch\n- entwickelt sich weiter\n- mehr Geräte\n- mehr Medienangebote\n
  • Internet\nDigitalisierung\n= fundamental Verändert\n- endlose Möglichkeiten zu Verbinden\n
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  • - agil sein\n- erfordert Denkweise\n
  • - agil sein\n- erfordert Denkweise\n
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  • kontinuierliche Entwicklungs- und Verbesserungskreisläufe\n
  • - weitere große Veränderung\n- berücksichtigt werden\n
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  • Früher: Verkaufen\nHeute: Beziehungen\n
  • - lange Prozesse\n- Anfang, Mitte, Ende\n- verändernde Geschichte\n
  • - Branding = Rahmen, nicht Bild selbst\n- authentischer (Grundprinzipien)\n
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  • - Simon Sinek (TEDtalk)\n
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  • - Marke baut auf Grundprinzip (Purpose) auf\n- Agil entwickeln\n
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  • - Angst Freischalten\n- Wissen nicht wie geht\n- Was es bedeutet\n
  • - Angst Freischalten\n- Wissen nicht wie geht\n- Was es bedeutet\n
  • - Angst Freischalten\n- Wissen nicht wie geht\n- Was es bedeutet\n
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  • - keine 3 Ideen Entwickeln\n- Präse Kunde\n- 100 klein Ideen Testen\n\n
  • - giffgaff Illegal Theatre\n- unlocking a phone isn’t illegal\n- funny examples of stuff that is\n- people liked it, didn’t go viral\n
  • - Unlockopedia\n- insight (keine Informationsquelle für Tel. Entsperren verfügbar)\n
  • - 1 entsperrtes Handy = eine freies Huhn\n
  • - 1 entsperrtes Handy = eine freies Huhn\n
  • - Blogpost\n- Facebook-Test\n
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  • facebook likes (+242% over target)\n erreichte Bestellungen (+134% over target)\n Aktivierung (120% over target)\n
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  • Anf. Feb. hochgeladen\n 1w - 100.000 views\n 2w - 200.000 views\n 94% positive Kommentare\n
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Agile Branding Agile Branding Presentation Transcript

  • Agile Branding
  • In the past...
  • Briefing Strategy (USP) Creative Work ExecutionLaunch/Release
  • Past.
  • Today!
  • The world has changed
  • What used to be this.. VIEW TV CHOOSE GO TO COMPARE BUY AD OR PRINT BEST STORE OPTIONS ITEM AD OPTION
  • Is now this: WATCH WATCH DOWNLOAD VIDEO ON VIDEO ON iPHONE APP PHONE PHONE SEARCH COMPARE LIKE SHOP FACEBOOK ONLINE WATCH YOUTUBE CHANNEL BUY ITEM DEMO PROSUCT IN STORE VIEW PRINT AD WATCH SHOP ON TUTORIAL WEBSITE READ REVIEW READ BLOG VIEW BANNER AD
  • A brand‘s eco-system is more complex
  • Digital has chagedthe world we live in
  • It‘s about: Real-time Opt-in On-demandTransparencyEmpowerment
  • It requires anew mind-set
  • One that‘s more agile
  • It‘s about:Experimentation Adaption Optimization Beta
  • In other words:
  • Continous cycles of development and improvement
  • (source: www.slideshare.net/madebymany/agile-planning-learning-to-iterate)
  • As if this wasnot enought...
  • Past:I am the brand
  • Past: Today:I am the brand We are the brand
  • It‘s not what you say it is.(Marty Newmeyer)
  • It‘s not what you say it is. It‘s what they say it is.(Marty Newmeyer)
  • Old New Messages Conversation Static Dynamic Promising Delivering Fantasy Authenticity Simplicity Complexity Toch Points Engagements Audience Community Sales Relationship(inspired by John Grant, in „Brand Innovation Manifesto“)
  • Stop Campaigning
  • Start Committing
  • Successfull brands have a porpuse
  • iPad iPhone 4S iCloud Mac Book Mac Book iPhone Air Pro 3G Mac Book iconic design iPhone challenge the status quo iPod Mini iPod iTunes Shuffle iPod Podcast Nano U2 Vertigo Ad music store legalised file sharing(inspired by John Grant in „Brand Inovation Manifesto)
  • google google docs google earth calender google maps ad words google organizing the analytics worlds information search google+ images Blogs videos google chrome google gmail glasses(inspired by John Grant in „Brand Inovation Manifesto)
  • But Marketing is still the same - right?
  • Ahh...
  • NO!
  • An example how agilemarketing could work:
  • ✓ Prepaid card provider✓ Run by useres✓ Reasonable conditions✓ No contract period
  • Problem: Most people are stuckin expenisve, long-term contracts
  • Having a pre-paid cardis a reasonable and easy alternative
  • Challenge:Most people think unlocking a phone is illegal
  • How can giffgaff educatepeople that unlocking a phone is not illegal?
  • Lightning lot‘s of fire(source: www.albionlondon.com/blog/orville-and-agile-advertising/)
  • „Isn‘t being locked in amobile contract like being a battery hen locked into a cage?“
  • Idea:1 unlocked phone = 1 free chicken
  • (source: www.albionlondon.com/blog/orville-and-agile-advertising/)
  • Improve and evolve good ideas* * ideas that work
  • (source: www.albionlondon.com/blog/orville-and-agile-advertising/)
  • ✓ Facebook +242% over target✓ Orders +134% over target✓ Activation +120% over target
  • „We wanted to createa piece of sharable content.“
  • http://www.youtube.com/watch?v=YN2rlIi3Elg
  • ✓ 100.000 views (1 week)✓ 200.000 views (2 week)✓ 94% positive comments
  • What comes next?
  • Watch this space!
  • Than you!
  • @normanhiobwww.rethinkadvertising.tumblr.com