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Brand Identity & Digital

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  • 1. BRAND IDENTITY AND DIGITALFEBRUARY 2013COLLECTIVESESSION
  • 2. ARE THE BRANDS LOOSING THEIR OWN IDENTITY?OUR TOPICTODAYHAVE THE BRANDS BEEN TAKENHOSTAGES BY DIGITAL CONSUMERS?HOW TO BUILD BRANDS AT THE DIGITAL AGE?
  • 3. BRAND’SDEFINITION NEVERSTOP TO EVOLVE
  • 4. FOR YEARS, MARKETERS HAVE STRUGGLED TO DEFINE WHAT’S A "BRAND"
  • 5. A brand is “The intangible sum of aproduct’sattributes:itsname, packaging, andprice, itshistory, itsreputation, and thewayit’sadvertised.”David Ogilvy, Madman
  • 6. « A brand is a name, term, sign, symbol ordesign, or a combination ofthese,thatidentifies the maker or seller ofthe product »Philip Kotler and GaryArmstrong, marketing experts
  • 7. « A brand is the set ofexpectations, memories, stories andrelationshipsthat, takentogether, account for a consumer’sdecision to choose oneproduct or service over another. »Seth Godin, blogger, self-brandingexpert, and marketer
  • 8. “Yourbrandiswhatother peoplesayabout youwhenyourenot in the room.”Jeff Bezos, founder of Amazon.com
  • 9. “Your brand iswhat Google saysyourbrand is, not whatyousayyour brand is”Chris Anderson, Editor in chief of Wired
  • 10. THE TOP-DOWN MODEL HERITED FROM MASS MEDIA HAS BEEN REDEFINEDTaroop and Glabel, Dieu, 1998
  • 11. HAVE THE BRANDSBEEN TAKENHOSTAGES BYDIGITALCONSUMERS?
  • 12. BRANDS HAVE ALWAYS BEEN DEALING WITH A FORM OF CO-OWNERSHIP OF CONSUMERS
  • 13. BUT WITH DIGITAL, BRAND’S REPUTATION ARE AT STAKES MORE THAN EVER BEFORE
  • 14. “Company are loosing control.Whathappens on Wall Street nolonger stays on Wall Street.Whathappens on Vegas ends up onYouTube. Reputation are volatiles.Loyalties are fickle.”Tim Leberecht, Chief marketingofficeratFrog
  • 15. SOCIAL MEDIA HAS TURNED BRANDS INTO FRAGILE CREATURES
  • 16. EVEN THE MOST FUNDAMENTAL SIGN OF A BRAND CAN BE JEOPARDIZED
  • 17. TO DISTRUST A BRAND ISNOW AS EASY THAN TO UNSUBSCRIBE TO A NEWSLETTER
  • 18. BUILDING BRANDSAT THE DIGITALAGE
  • 19. 0. DON’T BE AFRAIDOF CHANGE
  • 20. The WRONG law of change:"Change your brand atyourownrisk. It’sgoing to be along, diñîcult, expensive and perhapsimpossible process.Don’tsaywedídn’twarnyou.”Al Ries and Laura RIes
  • 21. THE MONOPOLY SAGA: HOW FANS CAN HELP MAKING THE BRAND EVOLVE…
  • 22. 1. BUILD YOURBRAND AROUNDREPUTATION
  • 23. "Build brands not aroundproducts butaroundreputation"Richard Branson
  • 24. BRANDS CAN TAKE ADVANTAGE OF A BAD BUZZ AND TURN IT INTO A GOOD ONE
  • 25. 2. CONTENT IS THETRUE CURRENCY
  • 26. "The real fact of thematteristhatnobodyreadsads. Peoplereadwhatintereststhem, and sometimesitsan ad."Howard Luck Gossage
  • 27. REDBULL DOESN’T HAVE AN AD AGENCY. THE BRAND CREATED A PRODUCTION COMPANY
  • 28. 3. LISTEN AND JOINTHECONVERSATION
  • 29. “Hyperconnectivities andtransparencyallowcompanies to be inthat room, 24/7 now. Theycanlisten andjoin the conversation. In fact, they havemore control over the loss of controlthaneverbefore.”Tim Leberecht,Frog
  • 30. BODYFORM: THE C.E.O REMAINS THE BEST COMMUNITY MANAGER
  • 31. 4. POWER TO THEPEOPLE
  • 32. « To findsomething comparable, youhave to go back 500 years to theprinting press, the birth of massmedia… Technologyisshifting powerfrom the editors, the publishers, theestablishment, the media elite. Nowit’speople who are taking control. »Rupert Murdoch
  • 33. MANY BRANDS LIKE DORITOS, MC DONALDS OR MOUNTAIN VIEW RAN CO-CREATION CAMPAIGNS
  • 34. BUT THE MOST SAVYY ONES CREATED LASTING CO-CREATION AND USER-BASED INNOVATION PLATFORMS
  • 35. 5. TREAT THEMWELL, THEY’LLRETURN THEFAVOR
  • 36. « Branded utility iswhere the brandscreates a commitment to a relationship.It’swhere the brandcreatessomethinguseful toyou, somethingthat’s a utility in yourlife.»Benjamin Palmer, CEO/Owner TheBarbarian Group
  • 37. WHERE THERE IS A REAL INSIGHT, THERE MIGHT BE BRANDED UTILITY
  • 38. 6. ALLOWS PEOPLETO PLAY WITH THEBRAND
  • 39. "Are westilltelling stories ? (…) Itisalmostlike as if you have to create agame in and of itself, or have fun andplaygameswith people as youconnectand communicate on behalf of thebrands out there”Alex Bogusky, Founder ofCrispin+Bogusky
  • 40. BRAND BECOME THE GAME MASTER
  • 41. 7. IF A BRANDLOOKS LIKE ADUCK ANDSWIMSLIKEDOG, PEOPLEWILLDISTRUSTIT.
  • 42. "The less control a company has over itsmarketing message, thegreateritscredibility"Pamela Talbot, chiefexecutive ofEdelman
  • 43. HONNESTY IS KING. TRANSPARENCY IS QUEEN.
  • 44. TO SUM UP…
  • 45. Solid brandSelf-generated trustAdvertisingTop-down brandResearch &DevelopmentBrand communicationStory-tellingCosmeticLiquid brandReputationBrand ContentConversational brandOpen innovation & co-creationBranded utilityStory-playingHonesty &ConsistencyFROMTO
  • 46. THE “TWIST”CASE STUDY
  • 47. THE TWIST CASE STUDY
  • 48. THE TWIST CASE STUDY
  • 49. THE TWIST CASE STUDY
  • 50. THE TWIST CASE STUDY
  • 51. THE TWIST CASE STUDY
  • 52. THE TWIST CASE STUDY
  • 53. THE TWIST CASE STUDY
  • 54. THANK YOU