Living Brands

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Y&R Global Planning Director Sandy Thompson delves into the concept of "Living Brands" and details how today advertising should focus on moving brands from static entities to actively living and participating in the world around us. "When it comes to marketing I think we need to stand up and fight the comfort that we have built into the old in order to discover and build new ways of helping our client's brands connect and engage with the people who matter most - their consumers," she says.

Published in: Marketing

Living Brands

  1. A NEW ERA FOR
  2. TARGET AUDIENCES POSITIONING STATEMENTS 3 YEAR PLANS BRAND PYRAMIDS THE 4 P’S REASONS TO BELIEVE CONCEPT TESTS SINGLE MINDED PROPOSITIONS 360 DEGREE CONNECTIONS FOR YEARS WE’VE BUILT BRANDS THROUGH ‘CALCULATED’ AND ‘FIXED’ GUIDELINES
  3. CREATING AN ABUNDANCE OF PRACTICES TO REFLECT DEPTH OF UNDERSTANDING AND DUE DILIGENCE
  4. IN SEARCH OF DIFFERENTIATION THE WHITE SPACE NO ONE IS OCCUPYING, THE POSITION THAT NO ONE HAS TAKEN, THE OWNABLE TERRITORY, AND THE BIG IDEA THAT WILL BE THE FOUNDATION OF THE BRAND
  5. MORE DATA, BETTER TECHNOLOGY, UNLIMITED INFORMATION, COUNTLESS CHANNELS, TESTS, MORE TESTS, AND NEW TESTS, ENDLESS OPPORTUNITIES FOR CONNECTING AND TARGETING… ARE NOT NECESSARILY MAKING US BETTER AT WHAT WE DO
  6. WHICH IS EASIER SAID THAN DONE TO PLAY A REAL ROLE IN PEOPLE’S LIVES RESISTTHE USUAL
  7. THE PROBLEM IS THE WORLD HAS CHANGED … WHILE MARKETING IS HOLDING TIGHT TO WHAT THEY KNOW
  8. 3 BIG SHIFTS THAT HAVE CHANGED OUR INDUSTRY IN THE LAST DECADE
  9. 1. DEEPER KNOWLEDGE OF CONSUMER BEHAVIOR• REAL TIME ANALYTICS • CONSTANTLY CONNECTED • AT EVERY AGE
  10. IMPLICATION: SHIFTING FROM 360 DEGREES INTEGRATION TO 365 DAYS OF ENGAGEMENT
  11. 2. INCREASING EXPECTATION TO PLAY A REAL ROLE IN PEOPLE‘S LIVES
  12. DEFINING THE ROLE THEY CAN PLAY IN PEOPLE’S LIVESHOW A BRAND MAKES US FEELWHAT A BRAND STANDS FOR DEFINING THE BRAND’S REAL‐LIFE VALUE
  13. 3. CONSTANTLY EVOLVING TECHNOLOGY LANDSCAPE Science is no longer a closed world, just for geeks. Digital and technological advances are enabling us to create in new ways–leading to new creative forms and helping us see a new appreciation of the digital as a thing of beauty. FORBES 2/04/2014 @ 4:46PM
  14. ENCOURAGING CONTAGIOUS CONSUMER BEHAVIOUR
  15. WITH GREATER BRAND ENGAGEMENT COMES REAL-TIME EXPECTATIONS
  16. BRANDS ARE FINALLY FEELING WHAT IT IS LIKE TO BE A TARGET!
  17. RESULTING IN AN … URGENT BUT HEALTHY RE-BALANCE OF BRAND ENERGY
  18. SHIFTING US FROM THE SEARCH FOR … WHAT BRANDS WANT TO SAY WHAT TARGET’S NEED TO HEAR
  19. TO A MUCH GREATER CONNECTION BASED ON … WHAT ROLE DOES THE BRAND PLAY WHAT TRULY INTERESTS PEOPLE
  20. WE ARE NO LONGER IN SEARCH OF THE BIG IDEA, INSTEAD WE NEED TO FIND … AN IDEA THAT CAN BE BIG
  21. SHIFTING FROM THE NEED FOR PERFECTION TO ENGAGEMENT
  22. OUR JOB TODAY IS NOT JUST TO SELL PRODUCTS BUT TO BRING OUR CLIENTS’ BRANDS TO LIFE
  23. LIVING BRANDS PRESENT AND PARTICIPATORY IN PEOPLE’S LIVES - NOT JUST EXISTING IN THE SOCIAL AND DIGITAL WORLD
  24. STRATEGICALLY TARGETS TALKING AT INSIGHT BASED CONCEPT TESTED MEASURING PEOPLE BEHAVING AS TRUTH CONNECTED DATA POWERED REAL TIME ANALYTICS
  25. 360 DEGREE A MESSAGE INTEGRATED DIGITAL BIG IDEA 365 DAYS AN EXPERINECE CULTURALLY CONNECTED ENGAGED IDEA THAT CAN BE BIG
  26. MANAGEMENT CMO SELLING FACILITATING MARKETING BUSINESS STRATEGY C-SUITE PARTNERING PROBLEM SOLVING ENTREPRENEURIAL
  27. WHERE TO START?
  28. BRANDS ARE NO DIFFERENT IF YOU WANT TO ENGAGE WITH PEOPLE…YOU NEED TO BE INTERESTING
  29. TENSION + IRRESISTIBILITY =
  30. CLASSIC IRREVRANTLY
  31. TRADITIONALLY UNTRADITIONAL
  32. SERIOUSLY HAPPY Billboard REPORTS THAT IN ITS FIRST WEEK, THE SONG RACKED UP THE HIGHEST DIGITAL SALES TOTAL OF THE YEAR (544,000 DOWNLOADS)
  33. HARDWORKING BOONDOGGLE
  34. HOW DO WE APPLY THIS TO BRANDS?
  35. OBSSESIVEL Y FUNNY “THE PRETZEL BACON CHEESEBURGER BECAME THE MOST SUCCESSFUL NEW HAMBURGER INTRODUCTION IN OUR COMPANY'S 40-YEAR HISTORY. SAME-STORE SALES FAR EXCEEDED OUR EXPECTATIONS," SAID CRAIG BAHNER, WENDY'S CMO.
  36. HARDWORKI NG LUXURY “I CAN TAKE MY CLIENTS AROUND DURING THE WEEK AND YET I AM NEVER AFRAID TO PUT MY WET DOGS IN THERE ON THE WEEKEND. I WOULD NEVER DO THAT WITH MY MERCEDES.” LANDROVER OWNER, 2013
  37. ENABLING GREATER BRAND ENGAGEMENT WITH REAL-TIME EXPECTATIONS Over 528,000 sessions Average 14 minutes per session Return visit rate at over 15% Over 230MM media impressions in Week 1 #1 best seller on Amazon
  38. EVERYDAY ASPIRATI ON ON THE 11TH APRIL 2006, M&S “SMASHED EXPECTATIONS”25 BY ANNOUNCING A FOURTH QUARTER INCREASE IN UK SALES OF 9.1% ON THE YEAR. FOOD SALES WERE UP 8.4%, WHILST SALES OF GENERAL MERCHANDISE ROSE BY 9.1%
  39. IRRESISTIBLY A LITTLE BIT OF TENSION MAKES THINGS ENGAGING
  40. THEY ARE NO LONGER STATIC… BUT LIVING ENTITIES
  41. WHEN BRANDS ARE ENGAGING … WE WANT TO SPEND MORE TIME WITH THEM WE SEEK THEM OUT WE TALK ABOUT THEM WE CONNECT WITH THEM
  42. THE TENSITY OF LIVING BRANDS

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