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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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INSHORT,BRANDSNEEDTOBEDIGITAL(FROMTHEINSIDE).
 YOUCAN’TJUSTADDITON. Revisiting The Old Rules Of Branding

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INSHORT,BRANDSNEEDTOBEDIGITAL(FROMTHEINSIDE).

YOUCAN’TJUSTADDITON.

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