The new strategy for strategy Emerging trends in the practice of strategic branding

What branding does, not what brands do

What branding does, not what brands do

Five aspects: methodology, relationship, culture, identity, engagement

Five aspects: methodology, relationship, culture, identity, engagement

Methodology or Why the next big thing isn’t

Methodology

or Why the next big thing isn’t

It’s all about X

It’s all about X

History of false saviours Avi Paz

History of false saviours

Methodology

Methodology

Methodologies

Methodologies

THE Methodology™

THE Methodology™

Instead: emergent theory, emergent meaning

Instead:

emergent theory, emergent meaning

Picked up by three players Across different tiers

Picked up by three players

Across different tiers

2. Relationships or Branding that plays together, stays together

2. Relationships or Branding that plays together, stays together

This is not together Thomas Hawk

This is not together

Instead: leverage the power of interaction

Instead: leverage the power of interaction

A unique solution Exact communications Business practical

A unique solution

Exact communications

Business practical

3. Culture or There’s no insight like local insight

3. Culture or There’s no insight like local insight

Beware: gift-bearing strangers (and disco dads)

Beware:

gift-bearing strangers (and disco dads)

1. “Benevolent” imperialism Angel de Olavide

1. “Benevolent” imperialism

2. Disco Dad Dave 77459

2. Disco Dad

Instead: Global experience + Local insights

Instead: Global experience

+

Local insights

Local insight key Bridging brand and experience

Local insight key Bridging brand and experience

4. Identity or Beauty at work

4. Identity

or Beauty at work

How branding became the Primadonna of marketing

How branding became the Primadonna of marketing

Typical development of brand meaning over time 2. Achievement & nationalism 3. Family & security Fun & adventure 4. Wider use of brand narratives 5. Engagement in social issues 1. Product quality & variety MEANING TIME

Harpersbizarre / A V Pretty, but little nutritional value

Instead: Identity as a system. Branding that’s not afraid of “the dirty work”.

Instead:

Identity as a system. Branding that’s not afraid of “the dirty work”.

75k under 12m

75k under 12m

Sold out in a few weeks

Sold out in a few weeks

5. Engagement or Organic branding

5. Engagement or Organic branding

Look before you launch Leo rynolds

Look before you launch

Or else… robert terrell

Instead: Engage from day one Increase after launch

Instead:

Engage from day one Increase after launch

3500 employees 1100 ideas 50 adopted

3500 employees

1100 ideas

50 adopted

Summary: The common thread? (3 thoughts)

Summary:

The common thread?

(3 thoughts)

Embrace the mess, find meaning RI Pizzo

Embrace the mess, find meaning

Systemic, not systematic: Be strategic about strategy Evan Leeson

Systemic, not systematic:

Be strategic about strategy

When you appreciate it’s all connected, then you’ll create sustainable brands

When you appreciate it’s all connected, then you’ll create sustainable brands

Image credits (in order of appearance): Avi paz http://www.flickr.com/photos/pazavi/153949091/ Thomas hawk http://www.flickr.com/photos/thomashawk/2826971753/ angel de olavide http://www.flickr.com/photos/olavide/444868683/ Dave 77459 http://www.flickr.com/photos/dave77459/2368757512/ Harpersbizarre / A V http://www.flickr.com/photos/harpers/60016879/ Leo rynolds http://www.flickr.com/photos/lwr/134769010/ robert terrell http://www.flickr.com/photos/ratterrell/40634731/ RI Pizzo http://www.flickr.com/photos/ripizzo/2310929170/ Evan Leeson http://www.flickr.com/photos/ecstaticist/2056147629/