BRAND IDENTITY AND DIGITALFEBRUARY 2013COLLECTIVESESSION
ARE THE BRANDS LOOSING THEIR OWN IDENTITY?OUR TOPICTODAYHAVE THE BRANDS BEEN TAKENHOSTAGES BY DIGITAL CONSUMERS?HOW TO BUI...
BRAND’SDEFINITION NEVERSTOP TO EVOLVE
FOR YEARS, MARKETERS HAVE STRUGGLED TO DEFINE WHAT’S A "BRAND"
A brand is “The intangible sum of aproduct’sattributes:itsname, packaging, andprice, itshistory, itsreputation, and theway...
« A brand is a name, term, sign, symbol ordesign, or a combination ofthese,thatidentifies the maker or seller ofthe produc...
« A brand is the set ofexpectations, memories, stories andrelationshipsthat, takentogether, account for a consumer’sdecisi...
“Yourbrandiswhatother peoplesayabout youwhenyourenot in the room.”Jeff Bezos, founder of Amazon.com
“Your brand iswhat Google saysyourbrand is, not whatyousayyour brand is”Chris Anderson, Editor in chief of Wired
THE TOP-DOWN MODEL HERITED FROM MASS MEDIA HAS BEEN REDEFINEDTaroop and Glabel, Dieu, 1998
HAVE THE BRANDSBEEN TAKENHOSTAGES BYDIGITALCONSUMERS?
BRANDS HAVE ALWAYS BEEN DEALING WITH A FORM OF CO-OWNERSHIP OF CONSUMERS
BUT WITH DIGITAL, BRAND’S REPUTATION ARE AT STAKES MORE THAN EVER BEFORE
“Company are loosing control.Whathappens on Wall Street nolonger stays on Wall Street.Whathappens on Vegas ends up onYouTu...
SOCIAL MEDIA HAS TURNED BRANDS INTO FRAGILE CREATURES
EVEN THE MOST FUNDAMENTAL SIGN OF A BRAND CAN BE JEOPARDIZED
TO DISTRUST A BRAND ISNOW AS EASY THAN TO UNSUBSCRIBE TO A NEWSLETTER
BUILDING BRANDSAT THE DIGITALAGE
0. DON’T BE AFRAIDOF CHANGE
The WRONG law of change:"Change your brand atyourownrisk. It’sgoing to be along, diñîcult, expensive and perhapsimpossible...
THE MONOPOLY SAGA: HOW FANS CAN HELP MAKING THE BRAND EVOLVE…
1. BUILD YOURBRAND AROUNDREPUTATION
"Build brands not aroundproducts butaroundreputation"Richard Branson
BRANDS CAN TAKE ADVANTAGE OF A BAD BUZZ AND TURN IT INTO A GOOD ONE
2. CONTENT IS THETRUE CURRENCY
"The real fact of thematteristhatnobodyreadsads. Peoplereadwhatintereststhem, and sometimesitsan ad."Howard Luck Gossage
REDBULL DOESN’T HAVE AN AD AGENCY. THE BRAND CREATED A PRODUCTION COMPANY
3. LISTEN AND JOINTHECONVERSATION
“Hyperconnectivities andtransparencyallowcompanies to be inthat room, 24/7 now. Theycanlisten andjoin the conversation. In...
BODYFORM: THE C.E.O REMAINS THE BEST COMMUNITY MANAGER
4. POWER TO THEPEOPLE
« To findsomething comparable, youhave to go back 500 years to theprinting press, the birth of massmedia… Technologyisshif...
MANY BRANDS LIKE DORITOS, MC DONALDS OR MOUNTAIN VIEW RAN CO-CREATION CAMPAIGNS
BUT THE MOST SAVYY ONES CREATED LASTING CO-CREATION AND USER-BASED INNOVATION PLATFORMS
5. TREAT THEMWELL, THEY’LLRETURN THEFAVOR
« Branded utility iswhere the brandscreates a commitment to a relationship.It’swhere the brandcreatessomethinguseful toyou...
WHERE THERE IS A REAL INSIGHT, THERE MIGHT BE BRANDED UTILITY
6. ALLOWS PEOPLETO PLAY WITH THEBRAND
"Are westilltelling stories ? (…) Itisalmostlike as if you have to create agame in and of itself, or have fun andplaygames...
BRAND BECOME THE GAME MASTER
7. IF A BRANDLOOKS LIKE ADUCK ANDSWIMSLIKEDOG, PEOPLEWILLDISTRUSTIT.
"The less control a company has over itsmarketing message, thegreateritscredibility"Pamela Talbot, chiefexecutive ofEdelman
HONNESTY IS KING. TRANSPARENCY IS QUEEN.
TO SUM UP…
Solid brandSelf-generated trustAdvertisingTop-down brandResearch &DevelopmentBrand communicationStory-tellingCosmeticLiqui...
THE “TWIST”CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THANK YOU
Upcoming SlideShare
Loading in …5
×

Brand Identity & Digital

375
-1

Published on

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
375
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
13
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Brand Identity & Digital

  1. 1. BRAND IDENTITY AND DIGITALFEBRUARY 2013COLLECTIVESESSION
  2. 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. 3. BRAND’SDEFINITION NEVERSTOP TO EVOLVE
  4. 4. FOR YEARS, MARKETERS HAVE STRUGGLED TO DEFINE WHAT’S A "BRAND"
  5. 5. A brand is “The intangible sum of aproduct’sattributes:itsname, packaging, andprice, itshistory, itsreputation, and thewayit’sadvertised.”David Ogilvy, Madman
  6. 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. 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. 8. “Yourbrandiswhatother peoplesayabout youwhenyourenot in the room.”Jeff Bezos, founder of Amazon.com
  9. 9. “Your brand iswhat Google saysyourbrand is, not whatyousayyour brand is”Chris Anderson, Editor in chief of Wired
  10. 10. THE TOP-DOWN MODEL HERITED FROM MASS MEDIA HAS BEEN REDEFINEDTaroop and Glabel, Dieu, 1998
  11. 11. HAVE THE BRANDSBEEN TAKENHOSTAGES BYDIGITALCONSUMERS?
  12. 12. BRANDS HAVE ALWAYS BEEN DEALING WITH A FORM OF CO-OWNERSHIP OF CONSUMERS
  13. 13. BUT WITH DIGITAL, BRAND’S REPUTATION ARE AT STAKES MORE THAN EVER BEFORE
  14. 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. 15. SOCIAL MEDIA HAS TURNED BRANDS INTO FRAGILE CREATURES
  16. 16. EVEN THE MOST FUNDAMENTAL SIGN OF A BRAND CAN BE JEOPARDIZED
  17. 17. TO DISTRUST A BRAND ISNOW AS EASY THAN TO UNSUBSCRIBE TO A NEWSLETTER
  18. 18. BUILDING BRANDSAT THE DIGITALAGE
  19. 19. 0. DON’T BE AFRAIDOF CHANGE
  20. 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. 21. THE MONOPOLY SAGA: HOW FANS CAN HELP MAKING THE BRAND EVOLVE…
  22. 22. 1. BUILD YOURBRAND AROUNDREPUTATION
  23. 23. "Build brands not aroundproducts butaroundreputation"Richard Branson
  24. 24. BRANDS CAN TAKE ADVANTAGE OF A BAD BUZZ AND TURN IT INTO A GOOD ONE
  25. 25. 2. CONTENT IS THETRUE CURRENCY
  26. 26. "The real fact of thematteristhatnobodyreadsads. Peoplereadwhatintereststhem, and sometimesitsan ad."Howard Luck Gossage
  27. 27. REDBULL DOESN’T HAVE AN AD AGENCY. THE BRAND CREATED A PRODUCTION COMPANY
  28. 28. 3. LISTEN AND JOINTHECONVERSATION
  29. 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. 30. BODYFORM: THE C.E.O REMAINS THE BEST COMMUNITY MANAGER
  31. 31. 4. POWER TO THEPEOPLE
  32. 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. 33. MANY BRANDS LIKE DORITOS, MC DONALDS OR MOUNTAIN VIEW RAN CO-CREATION CAMPAIGNS
  34. 34. BUT THE MOST SAVYY ONES CREATED LASTING CO-CREATION AND USER-BASED INNOVATION PLATFORMS
  35. 35. 5. TREAT THEMWELL, THEY’LLRETURN THEFAVOR
  36. 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. 37. WHERE THERE IS A REAL INSIGHT, THERE MIGHT BE BRANDED UTILITY
  38. 38. 6. ALLOWS PEOPLETO PLAY WITH THEBRAND
  39. 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. 40. BRAND BECOME THE GAME MASTER
  41. 41. 7. IF A BRANDLOOKS LIKE ADUCK ANDSWIMSLIKEDOG, PEOPLEWILLDISTRUSTIT.
  42. 42. "The less control a company has over itsmarketing message, thegreateritscredibility"Pamela Talbot, chiefexecutive ofEdelman
  43. 43. HONNESTY IS KING. TRANSPARENCY IS QUEEN.
  44. 44. TO SUM UP…
  45. 45. Solid brandSelf-generated trustAdvertisingTop-down brandResearch &DevelopmentBrand communicationStory-tellingCosmeticLiquid brandReputationBrand ContentConversational brandOpen innovation & co-creationBranded utilityStory-playingHonesty &ConsistencyFROMTO
  46. 46. THE “TWIST”CASE STUDY
  47. 47. THE TWIST CASE STUDY
  48. 48. THE TWIST CASE STUDY
  49. 49. THE TWIST CASE STUDY
  50. 50. THE TWIST CASE STUDY
  51. 51. THE TWIST CASE STUDY
  52. 52. THE TWIST CASE STUDY
  53. 53. THE TWIST CASE STUDY
  54. 54. THANK YOU
  1. Gostou de algum slide específico?

    Recortar slides é uma maneira fácil de colecionar informações para acessar mais tarde.

×