Champions of IMC: Brand Experience vs. Branded Experiences
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Champions of IMC: Brand Experience vs. Branded Experiences






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Champions of IMC: Brand Experience vs. Branded Experiences Champions of IMC: Brand Experience vs. Branded Experiences Presentation Transcript

  • Brands as Action FiguresBrand Experiences vs. Branded ExperiencesAugust 13, 2012#IMCchamps 1
  • Agenda+ Brand experience versus branded experiences+ Why branded experiences (brand actions)+ Brands in action+ Five things to drive actions with your brand#IMCchamps 2
  • Siegel+Gale is a global strategic branding firmcommitted to building world-class brands throughelegantly simple, unexpectedly fresh strategies,stories and experiences. London Hamburg BeijingSan Francisco Shanghai New YorkLos Angeles Dubai#IMCchamps 3
  • Siegel+Gale43 years250 peopleSenior practitionersSmart, nice andunstoppable8 offices 4 4
  • Brand experience+ The interaction a customer has with the various touchpoints in the process of purchasing and using a brand or product Awareness Interest Desire Purchase Use Repurchase+ Often this process is depicted in a linear fashion#IMCchamps 5
  • Brand experience+ The brand experience cycle is more accurately a loop, with satisfaction leading customers back to repurchase#IMCchamps 6
  • Brand experience+ Increasingly, consumers are seeking and sharing information at every stage of the brand experience.#IMCchamps 7
  • Brand actions:+ Are often outside or in addition to the traditional purchase cycle touchpoints+ Engage people physically; interact with people, not just communicate at them+ Demonstrate the simple idea behind the brand+ Take experience further; turn a touchpoint into a marketing/ sharing opportunity+ Are not created simply to drive awareness#IMCchamps 8
  • Why now?+ Often difficult to differentiate through product features or even customer experience+ A way of breaking through the Marcom noise+ Create impressions worth remembering, sharing+ Circumvent consumer suspicion of image/communication- based marketing+ New digital technologies/innovations enable surprising and delightful interactions+ Cost/impact dynamic changing because of sharing value#IMCchamps 9
  • The best brand actions:+ Make the brand idea tangible+ Simplify people’s experience+ Expand the brand’s frame of reference+ Stand out+ Are “share-worthy”#IMCchamps 10
  • Brands in action
  • Tide Loads of Hope™ Clean clothes in disaster zones + Trucks & vans with 32 washers & dryer: capable of doing 300 loads of laundry a day + Partnerships with American Red Cross & Frigidaire + Over 34,000 loads of laundry cleaned#IMCchamps 12
  • eBay’s Red Laser app UPC scanner and price comparison + Allows comparison shopping on the go + Acquired by eBay in 2010 + Over 9MM downloads + Identifies online and local purchase options#IMCchamps 13
  • Charmin Sit or Squat Clean restroom app + Allows users to find, rate and share clean public restrooms + Info on 52,000 toilets in 10 countries + “Our goal is to connect Charmin with innovative conversations & solutions…” - Charmin brand manager + Rated by Parenting magazine as a “top app for parents” in 2012#IMCchamps 14
  • Pepsi Social Vending System™ Networked vending machine + Allows for personalized “gifting” of a soda and “random acts of refreshment” + Networked; touchscreen; GPS + “Transforms a static, transaction-based experience into something fun and exciting.” - Mikel Durham, PepsiCo#IMCchamps 15
  • Pampers Village New parent resource + A hub for child-rearing info and platform for community + Features widgets for tracking baby development & name choice + Attracts more than 1MM unique users a month#IMCchamps 16
  • Coca-Cola Happiness Truck/Machine A delivery mechanism for happiness + Interactive truck/machine dispensing sodas and other “doses of happiness” + YouTube videos generated 3MM+ views and 25 other movies + 50% of viewers and 70% of blog posts from outside US + 2010 Gold Interactive CLIO#IMCchamps 17
  • “ We have to create experiences that perhaps are only had by a few but are compelling enough to fuel “ ” conversations with many. Joe Tripodi Chief Marketing and Commercial Officer, Coke#IMCchamps 18
  • Five actions for your brand
  • Five actions for your brand1.  Address people, not “consumers”2.  Don’t tell, demonstrate!3.  Be useful4.  Make things simpler5.  Be “remark-able”#IMCchamps 20
  • Thanks!Russ H. MeyerGlobal Director of StrategySiegel+Gale@russhmeyer on TwitterPresentation available at: about Siegel+Gale at: 21
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