CHANGE
 why advertising and pr have to work together now more than ever.




                                             ...
what we’re going to cover:
1. What’s changed
2.Why branding
3.Why work together



                             o2ideas
why?




       o2ideas
o2ideas
o2ideas
o2ideas
o2ideas
design creates emotion




                         o2ideas
good design stands out




                         o2ideas
What is a brand?




                   o2ideas
a brand is not a logo.
a brand is not a corporate identity.
a brand is not a product.              –The Brand Gap




    ...
an intangible,
emotional
relationship
that people
develop with
a product,
service or
company
over time.
                 o...
collectively,
what people
say, feel and
think about a
particular
product,
service or
company.    –Hello Viking




       ...
A strong
brand is a
collection of
coherent
ideas and
experiences
with a
product or
service over
time.           –Hello Vik...
a brand is emotion




                     o2ideas
Ralph Lauren:   Faded Glory:

 $55              $5


                               o2ideas
A brand isn’t
what you say it
is. It’s what
your customers
say it is.  –The Brand Gap




                             o2i...
a brand is a story




                     o2ideas
Gregory Maguire




                  o2ideas
Consistency
          o2ideas
MOTIONAL

   VS
    RATIONAL
           o2ideas
an intangible,
emotional
relationship
that people
develop with
a product,
service or
company
over time.
                 o...
{What’s the fundamental purpose of Public Relations?}




                                                        o2ideas
Gain positive, unpaid
media coverage




                        o2ideas
Shape the perceptions
of targeted publics




                        o2ideas
Tell a persuasive side
of a story or issue




                         o2ideas
Make sure an
entity’s profile
matches its brand




                    o2ideas
If you don’t
define your
brand,
someone
else will.


               o2ideas
{What’s the fundamental purpose of advertising?}




                                                   o2ideas
Push consumers to
emotionally connect




                      o2ideas
Change the perceptions
of a target audience




                         o2ideas
Engage those
consumers to act




                   o2ideas
Create
experiences
worth sharing.
Don't make ads,
make news. –Bob Thacker




                          o2ideas
More and more I'm becoming convinced
this is the only way most companies
should look at social media from a
marketing pers...
o2ideas
So?




      o2ideas
The blending of
PR and design
is the future of
  marketing.


                   o2ideas
Make brands
famous.
          –Alex Bogusky




                          o2ideas
Always put the brand first.




                              o2ideas
Design is equally as
important as message.




                        o2ideas
Leave design to a professional




                                 o2ideas
Always think beyond
what you’re personally
     capable of.




                         o2ideas
thank you


            o2ideas
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PR, advertising and the Change that's coming

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This presentation was given to the PRCA illustrating the importance of pr and design working together in the immediate future. Branding is still king, but based on recent events, newsworthiness and design are pre-eminent in brand building.

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  • What has changed? What major event proved to us once and for all that design and pr when they work together have the power to change everything. What’s the catalyst for changing.
  • this simple idea proved it could work. Now, I am about as sick of hearing about the success of this campaign as the rest of us, but it at least deserves mentioning. Not only was it the first time a political campaign really got it, it showed that when pr and design work together, they can change the course of a nation.
  • That couldn’t have happened without this, but
  • This one, very simple graphic element forever cemented that PR and design can work together. Political campaigns are PR in nature: create stories out of thin air, shape public perceptions of a candidate.The style of the Obama campaign said change, it said hope and it said freshness in a way that a stodgy old typeface would have killed
    Imagine if the logo had looked something like this:
  • Here, a younger, less experienced Senator Obama is running a campaign. For 2008, he orchestrated a brand campaign that led with pr and design.
  • Design is first and foremost an aesthetic: something of beauty that’s designed to both attract and connote a certain emotion. Good design constructs emotion in the hearts and minds of people.
    And that’s why design is a foundational element to building a brand. It’s the gateway to a brand.
  • you can always recognize good design for being good design (unless its your own). it stands out because most things aren’t well designed.
  • So, riddle me this: what is a brand.
    Somebody




  • Reference the Brand Gap
    There are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time.
  • Reference the Brand Gap
    There are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time.
  • Reference the Brand Gap
    There are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time.
  • Brands have to stand out from one another and be distinct. That’s why good design is so important. It helps a brand stand out.
  • Brands have to stand out from one another and be distinct. That’s why good design is so important. It helps a brand stand out.

  • The only difference on these two shirts is that arrogant dude on the horse. He’s what makes me pay $50 more for this shirt because it makes me feel like a rich, white dude who yachts. I don’t even know how to yacht, but this shirt makes me at least feel like I could if I tried.
  • The only difference on these two shirts is that arrogant dude on the horse. He’s what makes me pay $50 more for this shirt because it makes me feel like a rich, white dude who yachts. I don’t even know how to yacht, but this shirt makes me at least feel like I could if I tried.
  • The only difference on these two shirts is that arrogant dude on the horse. He’s what makes me pay $50 more for this shirt because it makes me feel like a rich, white dude who yachts. I don’t even know how to yacht, but this shirt makes me at least feel like I could if I tried.
  • it’s in the heart of public opionion that this idea of says exists

  • it’s in the heart of public opionion that this idea of says exists

  • Nike has been telling the same story for 21 years. Just do it has been the theme of that brand forever, but they’ve been consistent in adapting how that message is applied. Remember about 10 years ago when Nike was getting sweat shops to do their shoes? Not too consistent, was it? We want Americans to succeed, but tiny-handed vietnamese seamstresses, back to work.
    The same story can be told from many angles. All angles have to be advanced and protected.
  • Any of you heard of this guy?
    I know you’ve heard of his work. He wrote the book that inspired the Musical, Wicked.
    In his latter series of books, he took popular children’s tales and told them from the reverse perspective. He’s not the first, just the most popular.
    But the thing that makes his stories so fascinating is that they fly in the face of everything we know of Snow White or The Wizard of Oz or the any others. It’s disparate. And for a brand, it’s horrible.
  • A brand is really nothing more than a story. Think of it like this:
    I start telling you a story about my family. I’m relaying a warm moment about my son, Caedmon, to you. I look you in the eye. I smile as I tell it. Then, I start looking away, drifting off, asking you for food. Possibly making a lewd comment. Then go back to telling my story warmly again.
    What happens? You doubt my sincerity. You question my motives and my frame of reference. My brand delivered mixed signals to you.
  • Benefits prescribed to a consumer are always either emotional or rational. When the work together, they achieve this far more effectively. Sometimes, PR has to carry that load when marketing can’t. Sometimes, advertising does. But these two things have to work together for the health of a brand.
    Amazing PR promotes them both. The brand is now placed in the care of PR firms. Think about what happens when Oprah gives out 75 Lincolns at her show. She’s lept from rational to emotional
  • Benefits prescribed to a consumer are always either emotional or rational. When the work together, they achieve this far more effectively. Sometimes, PR has to carry that load when marketing can’t. Sometimes, advertising does. But these two things have to work together for the health of a brand.
    Amazing PR promotes them both. The brand is now placed in the care of PR firms. Think about what happens when Oprah gives out 75 Lincolns at her show. She’s lept from rational to emotional
  • Corporate Philanthropy









  • PR, advertising and the Change that's coming

    1. CHANGE why advertising and pr have to work together now more than ever. o2ideas
    2. what we’re going to cover: 1. What’s changed 2.Why branding 3.Why work together o2ideas
    3. why? o2ideas
    4. o2ideas
    5. o2ideas
    6. o2ideas
    7. o2ideas
    8. design creates emotion o2ideas
    9. good design stands out o2ideas
    10. What is a brand? o2ideas
    11. a brand is not a logo. a brand is not a corporate identity. a brand is not a product. –The Brand Gap o2ideas
    12. an intangible, emotional relationship that people develop with a product, service or company over time. o2ideas
    13. collectively, what people say, feel and think about a particular product, service or company. –Hello Viking o2ideas
    14. A strong brand is a collection of coherent ideas and experiences with a product or service over time. –Hello Viking o2ideas
    15. a brand is emotion o2ideas
    16. Ralph Lauren: Faded Glory: $55 $5 o2ideas
    17. A brand isn’t what you say it is. It’s what your customers say it is. –The Brand Gap o2ideas
    18. a brand is a story o2ideas
    19. Gregory Maguire o2ideas
    20. Consistency o2ideas
    21. MOTIONAL VS RATIONAL o2ideas
    22. an intangible, emotional relationship that people develop with a product, service or company over time. o2ideas
    23. {What’s the fundamental purpose of Public Relations?} o2ideas
    24. Gain positive, unpaid media coverage o2ideas
    25. Shape the perceptions of targeted publics o2ideas
    26. Tell a persuasive side of a story or issue o2ideas
    27. Make sure an entity’s profile matches its brand o2ideas
    28. If you don’t define your brand, someone else will. o2ideas
    29. {What’s the fundamental purpose of advertising?} o2ideas
    30. Push consumers to emotionally connect o2ideas
    31. Change the perceptions of a target audience o2ideas
    32. Engage those consumers to act o2ideas
    33. Create experiences worth sharing. Don't make ads, make news. –Bob Thacker o2ideas
    34. More and more I'm becoming convinced this is the only way most companies should look at social media from a marketing perspective. Quit trying to quot;join the conversation.quot; Stop trying to be everyone's friend. Don't shove your marketing messages at people. Just listen to what people are saying about your product or service and apply what you learn to making it better. The same goes for your marketing. Make it worth talking about. –Paul Isakson o2ideas
    35. o2ideas
    36. So? o2ideas
    37. The blending of PR and design is the future of marketing. o2ideas
    38. Make brands famous. –Alex Bogusky o2ideas
    39. Always put the brand first. o2ideas
    40. Design is equally as important as message. o2ideas
    41. Leave design to a professional o2ideas
    42. Always think beyond what you’re personally capable of. o2ideas
    43. thank you o2ideas

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