Brandhacking 041111 [via ad:techSF]
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Delivered 04.11.11 @ ad:techSF, this fifteen minute presentation was meant to provoke some thinking around looking at businesses and brands as creative palettes
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Brandhacking 041111 [via ad:techSF]
- 1. Brand Hacking Renny Gleeson Wieden + Kennedy @rgleeson
- 2. “ I ’ ve given up on governments and religions…”
- 3. 76 Groats = One Axe
- 4. Major platforms with user populations 200MM+ users countries available 1,340,000,000 1 1,210,000,000 1 1,200,000,000 200+ 636,000,000 1 600,000,000 95 (60+ mobile) 480,000,000 1 330,000,000 50+ languages 311,000,000 1 237,556,000 1
- 5. to make something do something it was never intended to do “ hacking”
- 6. [photo credit: Windell H. Oskay, www.evilmadscientist.com CCAttributio 2.0 ]
- 7. Recycled Soda Pop Can Art Coke Hello Kitty by o0oCuppyCakeo0o http://t.co/7UZIDCA [via @Etsy]
- 8. Photo credit: Sharpie – danmachold/ Dan Machold, CC v. 2.0, Dan Machold Photo Spirograph - Robert S. Donovan, CC v. 2.0, Smugmug photo + : parenthacks.com = wall art for kid’s room
- 9. Using brand tools in unexpected ways to create unexpected value “ brand hacking”
- 11. “ Let your brand voice be your guide” The ridiculously important filter:
- 12. communications product distribution data people [photo credit: Windell H. Oskay, www.evilmadscientist.com CCAttributio 2.0 ] Five to consider: @rgleeson
- 14. World Cup “Coke Man”, Johannesburg, 2010 [distribution]
- 16. [distribution]
- 17. [Via Spikes_bluez - http://www.nowpublic.com/np-1-1299682] [distribution]
- 18. [distribution]
- 20. [distribution]
- 21. [photo credit: blprnt_van / Jer Thorp, images , NYTimes Digital artist-in-residence] [data]
- 22. As your brand and product move through the world, you generate data. raw materials manufacturing Photo credit: ok4me2.net http://tinyurl.com/3h5wqgv [data]
- 24. US carriers Verizon and AT&T signed up more DEVICES for data plans in Q2 2010… … than people. [data]
- 25. [communication]
- 26. [people]
- 27. [product]
- 29. [product]
- 30. Daniel Fletcher’s CellScope [product]
- 31. product distribution people communication data Innovate. Collaborate. Let your voice be your guide.
- 32. brands can change the world. Photo credit: William Grootonk, photo page , CC by 2.0
Editor's Notes
- “ I ’ ve given up on Governments and religions to solve the worlds challenges – they ’ ve got a much longer track record of creating and fueling divisions and conflict. I believe our hope for a better world lies in the hands of multi-national corporations with global perspective. ”
- “ When Coca-Cola says that 76 groats will buy you one dwarvish axe in Svartalfheim Warriors, that’s it: the price of an axe is 76 groats. Don’t like it? Go play somewhere else.” Cory Doctorow, p.41, FTW
- Companies want people to succeed to buy
- Creating, building, rebuilding, mmodifying - heavily modifies the software/hardware of their computer system. This can be to make it BETTER, FASTER or to create ADDED FEATURES, but most importantly
- institutional aversion to risk no ‘off-label’ use of product lack of control at retail doesn’t fit campaign timeline realtime is dangerous data must be protected scale
- institutional aversion to risk no ‘off-label’ use of product lack of control at retail doesn’t fit campaign timeline realtime is dangerous data must be protected scale
- Sidpod – simon berry
- “ 0.facebook.com , is a mobile-only site that can be accessed free of charge on select carriers. It omits photos but includes core functionality like News Feed, status updates, profile Walls and messaging.” 45 countries
- mobile is bigger than people:
- Brand time Human time Are your people empowered to enact?
- This is above the stairwell between floors 1 and 2 in the Computer Science and Engineering Building at UCSD.