It’s not just search and technology that’s evolving – consumers’ expectations are too. In Europe and the US, consumers would not care if 92% of brands disappeared. To flourish in the future, brands need to stand for something. Hannah will share her thoughts and experiences on how to figure out what to stand for and create a meaningful brand.
103. 68% said they share things via social media
@hannah_bo_banna
to give people a better sense of
who they are
& what they care about
source: http://dis.tl/psych-of-sharing
104. this is an excellent place for brands to play
@hannah_bo_banna
105. brands can give people the ability to define
@hannah_bo_banna
themselves to others...
133. the only people who will ‘look good’ sharing this
@hannah_bo_banna
are people who wish to prove
their social media expertise
by ridiculing others who don’t get it
135. @hannah_bo_banna
so, we’ve covered off
principle 1:
‘meaningful brands find opportunities to delight consumers’
& principle 2:
‘meaningful brands give people the ability to define themselves
to others’
140. BrewDog’s values are pulled from
punk subculture, they are anti-establishment &
@hannah_bo_banna
believe in individual freedom
141. so when Dead Pony Club ale was ‘banned’
@hannah_bo_banna
because the phrase:
"rip it up down empty streets"
was printed on the label...
http://dis.tl/sorry-not-sorry
157. @hannah_bo_banna
the takeaway is:
‘taking a bold stance on a relevant issue,
even if it could actually hurt your business
can create a lasting impression’
159. @hannah_bo_banna
principle 1:
‘meaningful brands find opportunities to delight consumers’
principle 2:
‘meaningful brands give people the ability to define themselves
to others’
principle 3:
‘meaningful brands stand for something above & beyond their
products & services’
160. how has this shaped the way I work today?
@hannah_bo_banna
167. we made this to appeal to people working in the
@hannah_bo_banna
creative industry
168. we think people shared this because it:
@hannah_bo_banna
made them look smart
and/or
made them look interested & interesting
and/or
made them look literary
193. Hannah Smith
Content Strategist, Distilled
caffeine addict; book worm;
would really like a unicorn...
send cat pictures or questions to:
hannah.smith@distilled.net
@hannah_bo_banna
194. @hannah_bo_banna
moar stuff!
how to produce content people will share
http://dis.tl/MJ-share
how to produce better content ideas
http://dis.tl/MJ-idea
lessons in virality from axl rose
http://dis.tl/HS-axl
195. @hannah_bo_banna
credits
barney - http://30.media.tumblr.com/tumblr_lw7a6htwhy1qif1s5o1_500.png
quote - http://www.dumpaday.com/wp-content/uploads/2012/12/the-best-feeling-is-doing-what-people-say-you-can-not-do-motivational-quotes.
jpg
pharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140
if you have a body - http://www.swimbikerunningonempty.com/1/post/2012/12/five-things-friday.html
Big love to to the wonderful Distilled folks who helped me put this together:
Beverley Reinemann, Duncan Morris, Jess Champion, Lynsey Little, Mark Johnstone, Paddy Moogan, Phil Nottingham, Rich Westenra, & Will Critchlow