Defining PR in a World Where Brands Need To Redefine Their Purpose

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Defining PR in a World Where Brands Need To Redefine Their Purpose

  1. 1. Defining PR in a worldwhere brands needto redefine their purpose
  2. 2. MCCP The PlanningAgency, work withleading brands to helpgame-change throughbetter consumerinsights and sharperstrategy (brand,communications andinnovation).
  3. 3. CommunicationStrategyResearchInnovationBrand Positioning*Proprietary MCCP Planning Tools
  4. 4. The ContextWhat I Am Going ToTalk About TodayThe OpportunityA. Blurring of thelinesB. Your ConsumerRealityC. Your BrandRealityA. From BrandEditorial tobrand storiesB. From Brand sellto higherpurposeC. From PR toContent
  5. 5. Blurring Of The Lines“There is no difference betweencontent and advertising.Advertising IS content. Some ofit is great, some of it isn’t. That’sit”“Let me rephrase for clarity: alladvertising is content. Marketersand advertisers have alwaysbeen content creators. It’s notnew.”Paul Adams, Twitter March 2013
  6. 6. Negative Mediaturns audiencesaway“The news is so depressingnowadays that I just can’t listen toit, I switch over or off”Source: MCCPTrendstream Boomer Research 2012Your Consumer Reality
  7. 7. Your Consumer RealityMediaMultitasking
  8. 8. What consumers want from brandsSource: MCCPTrendstream™/ Cultural Traction 2013Your Brand Reality
  9. 9. So What?
  10. 10. Back To BasicsPut insights atthe core
  11. 11. Develop Clear Visionand PurposeBrands aspublisher
  12. 12. A New MarketingFrameworkPurposeThe New 4PsFrameworkPresenceProximity Partnership
  13. 13. A New MarketingFrameworkhttp://www.youtube.com/watch?v=cNsUZGvLnMY&feature=player_embedded
  14. 14. Higher Purpose:Culture, PeopleDream People Culture
  15. 15. Higher Purpose:Culture, People
  16. 16. Higher Purpose:Culture, People
  17. 17. Higher Purpose:Culture, People
  18. 18. Dynamic CreativeContent100 Days ofCreative ActivityTopical CreativeContent CreatedDaily
  19. 19. Brand Ambassadorsto Creative Directors andCollaborators
  20. 20. From product benefit to brand purposeBrand Partnership
  21. 21. Brand Ambassadorsto Creative Directors andCollaborators
  22. 22. From Endorsement toEncouragement
  23. 23. From Endorsement toEncouragementhttp://www.youtube.com/watch?v=cQBNnmpFH8I&list=PLD3751A0D4EACC3BC&feature=player_embedded
  24. 24. Defining PR in a worldwhere brands needto redefine their purpose
  25. 25. Defining PR in a world wherebrands needto redefine their purposeThank YouKay@mccp.ieMccp.ie@MCCPIreland

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