#SCMW2014 - Brand Culture - Nicolas Bordas

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#SCMW2014 - Brand Culture - Nicolas Bordas

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BRANDED CULTURE VS BRAND CULTURE ...

BRANDED CULTURE VS BRAND CULTURE
Nicolas Bordas, Président BEING Worldwide, Vice-Président de TBWA\Europe @nicolasbordas

« Le Branded Content anglo-saxon renvoie à du contenu ayant son audience propre, co-produit ou financé par les marques, là où le Brand Content couvre par essence toutes les formes de contenu publiées par les marques. Un bon vieux spot TV n’est rien d’autre que du Brand Content stratégique, de même que le packaging de votre produit préféré. Et si on tournait définitivement la page du Brand Content « à la française » grâce à la Brand Culture ? »

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  • 1. TBWA Nicolas Bordas TBWA Europe Brand Content, Branded Content, Brand Culture… What makes the difference?
  • 2. 18/05/201 4 22/11/2011 19/05/2013 24/03/201 3
  • 3. « Nicolas, je te confirme que nous considérons désormais la publicité comme une forme de contenu de marque. On a sans doute trop insisté sur les différences entre publicité et brand content. Plutôt que d’opposition, on peut parler d’inclusion en considérant que la publicité est une forme de contenu de marque, conditionnée par des contraintes techniques et historiques. » - Daniel Bô www.nicolasbordas.fr/archives_posts/et-si-la-brand-culture-tirait-enfin-la-chasse-deau-du-brand-content
  • 4. Brand Content: Strategic content that contributes to the brand’s vision and to the creation of its own specific culture.
  • 5. BRAND CONTENT (from TV ads to product placement) + BRAND EXPERIENCE = BRAND CULTURE
  • 6. BUT THERE IS EFFICIENT BRAND CONTENT AND THERE IS USELESS BRAND CONTENT…
  • 7. What’s the brand? 85,212,84863,377,156
  • 8. What’s the outcome?
  • 9. To be or not to be viewed?
  • 10. Nescafé 157,157 182,153189,326
  • 11. The best brand content is… STRATEGIC SHAREABLE EFFECTIVE EFFICIENT & &
  • 12. WHAT IS AT STAKE FOR NEW BRAND CONTENTS IS THEIR SHAREABILITY.
  • 13. BUT SHAREABLE IS USELESS IF IT IS NOT STRATEGIC, IN LINE WITH A BRAND BELIEF.
  • 14. Brand Belief Brand Content
  • 15. 10 STRATEGIC & SHAREABLE BRAND CONTENTS
  • 16. Evian: live young. 90,564,388
  • 17. Volvo Trucks: precise directional steering. 73 484 660
  • 18. Dove: real beauty. 63,374,948
  • 19. Budweiser: best buds. 50,961,499
  • 20. Nike: surpass yourself. The Last Game: 59,396,285
  • 21. Pepsi: live for now. 42,502,833
  • 22. Redbull: gives you wings. 36,684,599
  • 23. Chipotle: cultivate a better world. 12,947,853
  • 24. Coca-Cola: open happiness. Happiness machine (2010): 6,270,936
  • 25. SNCF: connecting Europe. 1,165,160
  • 26. Think strategic. Think shareable.