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Revisiting the old rules
of branding
BRIDGETJUNG
CHIEFCREATIVEOFFICER
DIGITASLBIPARIS
@BRIDOO
JEAN-PHILIPPEMARTZEL
PLANNING&STRATEGYDIRECTOR
DIGITASLBIPARIS
@J...
“CANYOUGIVEUSADIGITAL
POSITIONINGFOROURBRAND?”
(WEGETTHISQUESTIONALOT)
HOWEVER,YOUCAN’TJUST“ADD-ON”A
DIGITALDIMENSIONTOABRANDPLATFORM.
ITWOULDBELIKEASKINGAMECHANIC

TOADDWINGSTOACARINORDERTOMAKEAPLANE…
ADDINGONDOESN’TALWAYSWORK.
INSTEAD,WENEEDTOGOBACKTOTHEFACTORYWHEREITWASBUILT,
ANDCHANGETHEBLUEPRINTTORE-ENGINEERABRANDTOBEDIGITAL.
TIMESHAVECHANGED…
!
TODAY,THEAGENCY&
THECLIENTARENOTTHE
ONLYONESINVOLVEDIN
DEFININGABRAND.
“Brands are what people say about you when you're
not in the room, and that room has gotten extremely
big and extremely di...
THISISWHYWENEEDTOREVISETHEBRANDINGBUILDING
TOOLSINORDERTOBUILDBRANDSTHATANTICIPATEAND
PLANFORCONSUMERPARTICIPATION.
WHENWESAY“CONSUMERPARTICIPATION”WE’RENOT
TALKINGABOUTUSERGENERATEDCONTENT.
!
WEARETALKINGABOUTCONSUMERPARTICIPATION
ATTHEB...
LET’SLOOKTHEBRANDPLATFORM…
THEREAREMANYMODELS…
SOMEMODELSSEEMUNNECESSARILYCOMPLICATED
MISSION
BRAND
VISION
BRAND
VALUES
BRAND
THERESEEMTOBE3UNIVERSALINGREDIENTS

INMOSTBRANDPLATFORMS:
MISSION
BRAND
VISION
BRAND
VALUES
BRAND
The guiding insight
into how the brand
sees the world and
the future
THERESEEMTOBE...
MISSION
BRAND
VISION
BRAND
VALUES
BRAND
The unique way the
brand will achieve
its vision
THERESEEMTOBE3UNIVERSALINGREDIENT...
MISSION
BRAND
VISION
BRAND
VALUES
BRAND
Things and ideas
that the brand
believes in
THERESEEMTOBE3UNIVERSALINGREDIENTS

IN...
MISSION
BRAND
VISION
BRAND
VALUES
BRAND
IT’SASELF-CENTREDAPPROACH!
BUTWHATABOUTTHEM?
BUTWHATABOUTTHEM?
INADIGITALWORLD,BRANDSNOLONGERHAVE
TOTALCONTROLINDEFININGWHATTHEBRANDIS.
PEOPLECONTRIBUTETOBUILDINGTHEBR...
WENEEDANEWINGREDIENTINTHEBRANDPLATFORM:
RELATIONSHIP
BRAND
MISSION
BRAND
VISION
BRAND
VALUES
BRAND
WENEEDANEWINGREDIENTINTHEBRANDPLATFORM:
RELATIONSHIP
BRAND
It’s the who, where and
what of the brand
behaviour. Think of i...
Who are the people that
inspire the brand? They
could be famous, but don’t
have to be. The brand is
attracted to these peo...
WHO WHERE WHAT
RELATIONSHIP
BRAND
The introduction of these elements gives an authentic and genuine
behaviour to the brand...
MISSION
BRAND
VISION
BRAND
VALUES
BRAND
THISNEWINGREDIENTHASAKNOCK-ONEFFECT
Ideas that both
brands and people
agree are im...
MISSION
BRAND
VISION
BRAND
VALUES
BRAND
RELATIONSHIP
BRAND
THISREVISEDMODELINVITESABETTERBALANCEBETWEEN
WHATISDEFINEDBYTHE...
INSHORT,BRANDSNEEDTOBEDIGITAL(FROMTHEINSIDE).

YOUCAN’TJUSTADDITON.
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Revisiting The Old Rules Of Branding

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You can’t just “add-on” a digital dimension to a brand. We are going to look at revisiting the old rules of branding to explore how brands can be digital (from the inside).

Published in: Marketing, Business
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Revisiting The Old Rules Of Branding

  1. Revisiting the old rules of branding
  2. BRIDGETJUNG CHIEFCREATIVEOFFICER DIGITASLBIPARIS @BRIDOO JEAN-PHILIPPEMARTZEL PLANNING&STRATEGYDIRECTOR DIGITASLBIPARIS @JPMARTZEL Revisiting the old rules of branding
  3. “CANYOUGIVEUSADIGITAL POSITIONINGFOROURBRAND?” (WEGETTHISQUESTIONALOT)
  4. HOWEVER,YOUCAN’TJUST“ADD-ON”A DIGITALDIMENSIONTOABRANDPLATFORM.
  5. ITWOULDBELIKEASKINGAMECHANIC
 TOADDWINGSTOACARINORDERTOMAKEAPLANE…
  6. ADDINGONDOESN’TALWAYSWORK.
  7. INSTEAD,WENEEDTOGOBACKTOTHEFACTORYWHEREITWASBUILT, ANDCHANGETHEBLUEPRINTTORE-ENGINEERABRANDTOBEDIGITAL.
  8. TIMESHAVECHANGED… ! TODAY,THEAGENCY& THECLIENTARENOTTHE ONLYONESINVOLVEDIN DEFININGABRAND.
  9. “Brands are what people say about you when you're not in the room, and that room has gotten extremely big and extremely digital.” —JOHNBATTELLE,WIREDFOUNDER
  10. THISISWHYWENEEDTOREVISETHEBRANDINGBUILDING TOOLSINORDERTOBUILDBRANDSTHATANTICIPATEAND PLANFORCONSUMERPARTICIPATION.
  11. WHENWESAY“CONSUMERPARTICIPATION”WE’RENOT TALKINGABOUTUSERGENERATEDCONTENT. ! WEARETALKINGABOUTCONSUMERPARTICIPATION ATTHEBRANDBUILDINGLEVEL.
  12. LET’SLOOKTHEBRANDPLATFORM…
  13. THEREAREMANYMODELS…
  14. SOMEMODELSSEEMUNNECESSARILYCOMPLICATED
  15. MISSION BRAND VISION BRAND VALUES BRAND THERESEEMTOBE3UNIVERSALINGREDIENTS
 INMOSTBRANDPLATFORMS:
  16. MISSION BRAND VISION BRAND VALUES BRAND The guiding insight into how the brand sees the world and the future THERESEEMTOBE3UNIVERSALINGREDIENTS
 INMOSTBRANDPLATFORMS:
  17. MISSION BRAND VISION BRAND VALUES BRAND The unique way the brand will achieve its vision THERESEEMTOBE3UNIVERSALINGREDIENTS
 INMOSTBRANDPLATFORMS:
  18. MISSION BRAND VISION BRAND VALUES BRAND Things and ideas that the brand believes in THERESEEMTOBE3UNIVERSALINGREDIENTS
 INMOSTBRANDPLATFORMS:
  19. MISSION BRAND VISION BRAND VALUES BRAND IT’SASELF-CENTREDAPPROACH!
  20. BUTWHATABOUTTHEM?
  21. BUTWHATABOUTTHEM? INADIGITALWORLD,BRANDSNOLONGERHAVE TOTALCONTROLINDEFININGWHATTHEBRANDIS. PEOPLECONTRIBUTETOBUILDINGTHEBRAND
  22. WENEEDANEWINGREDIENTINTHEBRANDPLATFORM: RELATIONSHIP BRAND MISSION BRAND VISION BRAND VALUES BRAND
  23. WENEEDANEWINGREDIENTINTHEBRANDPLATFORM: RELATIONSHIP BRAND It’s the who, where and what of the brand behaviour. Think of it as different entry points to starting & developing a relationship. MISSION BRAND VISION BRAND VALUES BRAND
  24. Who are the people that inspire the brand? They could be famous, but don’t have to be. The brand is attracted to these people because they share the same values and they will help achieve the brand vision. WHO Where does the brand hang out? These places can be real or virtual. It’s where people are most likely to meet and interact with the brand, share passions and share experiences. WHERE What subjects or passion points is the brand genuinely interested in? On these subjects the brand is legitimate and always interesting to others. WHAT RELATIONSHIP BRAND
  25. WHO WHERE WHAT RELATIONSHIP BRAND The introduction of these elements gives an authentic and genuine behaviour to the brand, inviting people to start and develop an ongoing relationship with the brand.
  26. MISSION BRAND VISION BRAND VALUES BRAND THISNEWINGREDIENTHASAKNOCK-ONEFFECT Ideas that both brands and people agree are important The unique way the brand and people will achieve the brand vision The guiding insight into how the brand sees the world and the future RELATIONSHIP BRAND It’s the who, where and what of the brand behaviour. Think of it as different entry points to starting & developing a relationship.
  27. MISSION BRAND VISION BRAND VALUES BRAND RELATIONSHIP BRAND THISREVISEDMODELINVITESABETTERBALANCEBETWEEN WHATISDEFINEDBYTHEBRANDITSELF ANDHOWPEOPLECANCONTRIBUTETOIT.
  28. INSHORT,BRANDSNEEDTOBEDIGITAL(FROMTHEINSIDE).
 YOUCAN’TJUSTADDITON.

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