Rob Meldrum
Innovation Director
Naked Comms UK
@rcmeldrum
TELLING BRAND
STORIES IN
UNEXPECTED WAYS
WHO AM I?
Me, my experience, my background.
DISCLAIMER
A CONNECTION
Advertising is all about telling stories.
WHY AM I HERE?
To tell you how we’ve helped
brands evolve their stories, and
the reasons why.
THE COMPLEXITY
OF STORY TELLING
Advertising is following the herd.
…IS IT POSSIBLE FOR
A BRAND TO TELL A
COMPLEX STORY AND
STILL BE A BRAND?
WE NEED INSIGHT
Understanding people and
how they work.
HOW PEOPLE
USE THE INTERNET
Information > Experience > Tools.
THE OLD WAY
TV
RADIO
PRINT
OUTDOOR
SHOP
SELL
SELL
SELL
SELL
BUY
THE NEW OLD WAY
TV
RADIO
PRINT
WEBSITE
BANNERS
OUTDOOR
SHOP
WEBSITE
SELL
SELL
SELL
SELL SELL
BUY
BUY
THE ADVERTISING TAX
WHY DOESN’T THIS
WORK NOW?
Choice, transparency…
PEOPLE DON’T
WORK LIKE THAT
Advertising follows a plan.
People don’t…
WE NEED A
NEW WAY
People don’t care.
DON’T REPLICATE
THE STORY,
DEVELOP THE STORY.
CONTEXT IS
EVERYTHING
Understand differing behaviour
across touch-points
MAKE THE BRAND
PART OF THE STORY
Give the people something
they can own.
…IS IT POSSIBLE FOR
A BRAND TO TELL A
COMPLEX STORY AND
STILL BE A BRAND?
COCA-COLA
Share a Coke
RED BULL
NIKE
Nike Fuel
TOMS
TOMS
THE USER
EXPERIENCE
It’s all about the people.
MY ADVERTISING
MANTRA
WE NEED TO MAKE
THINGS PEOPLE WANT,
NOT MAKE PEOPLE
WANT THINGS.
THE NEED FOR
EVOLUTION
And what happens when you don’t.
HOW WE CAN
HELP EACH OTHER
We don’t need stories.
We need provocations.
AN EXCITING TIME
Brands are becoming
more human.
THANK YOU
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The Pixel Lab 2014_Rob Meldrum_Telling Brand Stories In Unexpected Ways

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Rob Meldrum, Innovation Director, Naked Communications

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  • All of us tell stories.

    Some are good. Some are bad.

    The trend we’ve seen is that people are enjoying more wild, complex, immersive stories than ever before (Game of Thrones, Breaking Bad, True Blood)

    As advertisers we are following the herd.

    I have a question…

    ----- Meeting Notes (08/07/2014 16:00) -----
    Dr Who, Sherlock
  • We need to UNDERSTAND people and how they WORK

  • First, we used the internet to help us find information (why? Connection speeds, lack of imagination) Brands gave us product information

    Then, we used the internet as a virtual reality. A ‘second life’. (why? Increase in connection speeds, siloed tech) Brands gave us experiences (Flash!)

    Now we use the internet to help us do stuff. IT’s connected. (book a holiday, buy insurance, learn the guitar) Brands gave us tools/utilities


    ----- Meeting Notes (08/07/2014 16:00) -----
    Google - Tools. Software dev company.
  • My Chief Strategy officer puts it as this – ADVERTSING IS BASED ON EYEBALLS AND HOPE

    A few touch points to tell our story. To SELL our stuff.

    It was enough to get people to BUY things

    THE JOURNEY TO WORK. Ad for VW.

    It tells you how SAFE and AFFORDABLE they are
  • Digital came along and all we did was add more places to SELL our story

    And let people BUY our stuff
  • Advertising tax is THE WORSE YOUR PRODUCT IS, The MORE YOU HAVE TO PAY IN ADVERTISING

  • Choice/competition

    Transparency
    SOCIAL MEDIA. THERE IS NO WHERE TO HIDE. IF YOUR PRODUCT IS TERRIBLE, EVERYONE WILL KNOW ABOUT IT.


    And one more fundamental reason…

  • Advertising followed a plan.

    But people are flexible. On-demand.

    They don’t work like that. They don’t live their lives like that.

    They operate by what ‘feels right’.
  • The old way is broken

    We need a new way for brands to be PART OF SOMEONES LIFE. For them to give a shit.

    We need EARN that right. We can’t force our way in anymore.

  • So…. How do we do that?
  • If we understand how people interact with their devices, we can deliver them a DIFFERENT PART of the story.

    ERIC MENTIONED THIS. So, we can assume DESKTOP WEB BROWSING is a LEAN FORWARD time. Provide in depth information, COLOUR for your story.

    If however someone is WEB BROWSING ON A PHONE it’s a QUCIK experience. Give me INFORMATION fast. ADVANCE the story

    TV, a LEAN BACKWARDS experience – feed the story SIMPLY
  • It’s no good making an ad when people can’t remember the brand…


    Give people a story they can own. Identify with. Share online. Personalise it. Be part of.

    And then…

    make the brand (and buying the brand) part of that story.
  • Back to my question.

    Can Brands tell complex stories and still be a brand?

    We’ve talked about how:

    PEOPLE USE THE INTERNET AS A TOOL
    PEOPLE DON’T CARE ABOUT YOUR PRODUCTS
    PEOPLE WANT TO BE PART OF SOMETHING

    ----- Meeting Notes (08/07/2014 16:30) -----
    Not PART. OWN THE STORY
  • The story is sharing with someone you love. Buying is at the core

    It reached 40% of the UK Facebook Population when campaign launched

    Sales went up by 5%
  • The story is about pushing yourself when you need to (extreme sports). And when you do, Redbull is there to help you.
  • The story is about running/exercising with your friends, or achieving a goal in fitness.

    They have make their products part of the story.
  • The story is about giving. Buy a pair of shoes and you’re buying one for a child in need.

    A story of selflessness, of hope. And giving back
  • With all of these examples the story isn’t about the brands anymore.

    It’s about the users. The user experience.


    PUT the people at the core of your idea – think of them first, what their motivations are, their dreams. And then go from there….
  • RECAP…


    We can’t keep telling them the same story any more.

    It’s not about brands. It’s about people.

    We need to fit into their lives.
  • They invented the first digital camera in 1975

    Kodak are in the photo and film business.

    They poured money into technical advances, but missed the fundamental issue – HOW PEOPLE LIKE TO SHARE THEIR PHOTOS.

    THEY FORGOT THE USER!

    Kodak filed for bankruptcy just as Facebook bought Instagram for $1 billion dollars.



  • The advertising industry doesn’t need stories.

    But.

    We need provocations to shape stories. The spark.

    Uncovering new truths, for example

    HUMANITY (Nike – play without fear is a larger thought than just football)


  • As we enter an era where brands are telling complex stories, they are becoming more human, more interesting and meaningful experiences.

    And this can only be exciting for all of us…

  • The Pixel Lab 2014_Rob Meldrum_Telling Brand Stories In Unexpected Ways

    1. 1. Rob Meldrum Innovation Director Naked Comms UK @rcmeldrum TELLING BRAND STORIES IN UNEXPECTED WAYS
    2. 2. WHO AM I? Me, my experience, my background.
    3. 3. DISCLAIMER
    4. 4. A CONNECTION Advertising is all about telling stories.
    5. 5. WHY AM I HERE? To tell you how we’ve helped brands evolve their stories, and the reasons why.
    6. 6. THE COMPLEXITY OF STORY TELLING Advertising is following the herd.
    7. 7. …IS IT POSSIBLE FOR A BRAND TO TELL A COMPLEX STORY AND STILL BE A BRAND?
    8. 8. WE NEED INSIGHT Understanding people and how they work.
    9. 9. HOW PEOPLE USE THE INTERNET Information > Experience > Tools.
    10. 10. THE OLD WAY TV RADIO PRINT OUTDOOR SHOP SELL SELL SELL SELL BUY
    11. 11. THE NEW OLD WAY TV RADIO PRINT WEBSITE BANNERS OUTDOOR SHOP WEBSITE SELL SELL SELL SELL SELL BUY BUY
    12. 12. THE ADVERTISING TAX
    13. 13. WHY DOESN’T THIS WORK NOW? Choice, transparency…
    14. 14. PEOPLE DON’T WORK LIKE THAT Advertising follows a plan. People don’t…
    15. 15. WE NEED A NEW WAY People don’t care.
    16. 16. DON’T REPLICATE THE STORY, DEVELOP THE STORY.
    17. 17. CONTEXT IS EVERYTHING Understand differing behaviour across touch-points
    18. 18. MAKE THE BRAND PART OF THE STORY Give the people something they can own.
    19. 19. …IS IT POSSIBLE FOR A BRAND TO TELL A COMPLEX STORY AND STILL BE A BRAND?
    20. 20. COCA-COLA Share a Coke
    21. 21. RED BULL
    22. 22. NIKE Nike Fuel
    23. 23. TOMS TOMS
    24. 24. THE USER EXPERIENCE It’s all about the people.
    25. 25. MY ADVERTISING MANTRA
    26. 26. WE NEED TO MAKE THINGS PEOPLE WANT, NOT MAKE PEOPLE WANT THINGS.
    27. 27. THE NEED FOR EVOLUTION And what happens when you don’t.
    28. 28. HOW WE CAN HELP EACH OTHER We don’t need stories. We need provocations.
    29. 29. AN EXCITING TIME Brands are becoming more human.
    30. 30. THANK YOU

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