Leveraging Entertainment Marketing: A Comprehensive Strategy for Brand-Aligned Entertainment (BAE)
Why Is It Time for a New Approach? Transition to a  Brand-Aligned Entertainment  (BAE) Strategy <ul><li>Traditional print ...
&quot;I always called it  third-party triangulation …You have the brand and the consumer -- that's two points of the trian...
Bold New Approaches
BAE Strategy: Durable Engagement Adopt Absorb Assess <ul><li>Review </li></ul><ul><li>Rant/Rave </li></ul><ul><li>Share </...
BAE Strategy: Strategic Brand Assessment Define  BAE Goals Audit Media Initiatives Develop Brand Characters Implement Conf...
BAE Strategy: Defining BAE Goals <ul><li>Who is responsible for our BAE initiatives? </li></ul><ul><li>What is our goal in...
Adopt Absorb Assess Brand-Driven Producer-Driven Product  Placement Ad Spots (TV or Digital) Brand-Aligned Entertainment B...
BAE Strategy: Developing Brand Characters Brand Characters Are Not… Brand Characters Are… <ul><li>Someone to endorse your ...
Adopt Absorb Assess Brand-Driven Producer-Driven Content BAE Strategy: Identifying Properties Social Media Mobile WOM Even...
BAE Strategy: Recommendations <ul><li>Categories of properties to pursue </li></ul><ul><li>Recommended implementation next...
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Brand-Aligned Entertainment Strategy

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Brand-Aligned Entertainment Strategy

  1. 1. Leveraging Entertainment Marketing: A Comprehensive Strategy for Brand-Aligned Entertainment (BAE)
  2. 2. Why Is It Time for a New Approach? Transition to a Brand-Aligned Entertainment (BAE) Strategy <ul><li>Traditional print & broadcast declining in efficacy </li></ul><ul><li>“ Megaphone” marketing </li></ul><ul><li>Sophisticated consumers that are difficult to reach </li></ul>Why Is It Time for a New Approach? <ul><li>Efficient and impactful integrated marketing </li></ul><ul><li>“ Conversational” marketing </li></ul><ul><li>Emotional connections with consumers </li></ul>Where are We Now? Where are We Going?
  3. 3. &quot;I always called it third-party triangulation …You have the brand and the consumer -- that's two points of the triangle -- and the third point was something or someone else . It always felt foolish [for Nike] to stand up on a pedestal by itself and say, 'Please buy our products,' so we always brought in the third point in the triangle…We would develop a real relationship with the artist or athlete, and our consumers could feel the honesty in those relationships.“ Scott Bedbury, former advertising director of Nike and CMO of Starbucks Brand-Aligned Entertainment: Triangulation Brand Consumer Content Well-Crafted BAE Strategy
  4. 4. Bold New Approaches
  5. 5. BAE Strategy: Durable Engagement Adopt Absorb Assess <ul><li>Review </li></ul><ul><li>Rant/Rave </li></ul><ul><li>Share </li></ul><ul><li>Language </li></ul><ul><li>Style </li></ul><ul><li>Attitudes </li></ul><ul><li>Values </li></ul>Most media strategies stop here BAE Extends Across Engagement Spectrum Consumer Engagement High Low
  6. 6. BAE Strategy: Strategic Brand Assessment Define BAE Goals Audit Media Initiatives Develop Brand Characters Implement Confidential
  7. 7. BAE Strategy: Defining BAE Goals <ul><li>Who is responsible for our BAE initiatives? </li></ul><ul><li>What is our goal in pursuing BAE projects? </li></ul><ul><li>How will we measure success of BAE projects? </li></ul>Confidential
  8. 8. Adopt Absorb Assess Brand-Driven Producer-Driven Product Placement Ad Spots (TV or Digital) Brand-Aligned Entertainment Branded Entertainment Co-Marketing Sponsorship Licensing BAE Strategy: Audit Existing Initiatives Confidential High Low Consumer Engagement
  9. 9. BAE Strategy: Developing Brand Characters Brand Characters Are Not… Brand Characters Are… <ul><li>Someone to endorse your product </li></ul><ul><li>Celebrity that you’d like to meet </li></ul><ul><li>The new “it” girl/guy </li></ul><ul><li>Aligned with your brand values and identity </li></ul><ul><li>Someone who would actually use your brand </li></ul><ul><li>Emotionally relevant to your consumers </li></ul>Brand Characters Are Not… Brand Characters Are… <ul><li>Aligned with your brand values and identity </li></ul><ul><li>Someone who would actually use your brand </li></ul><ul><li>Emotionally relevant to your consumers </li></ul>Brand Characters Are Not… Brand Characters Are… <ul><li>Someone to endorse your product </li></ul><ul><li>Celebrity that you’d like to meet </li></ul><ul><li>The new “it” girl/guy </li></ul>Brand Characters Are Not… Brand Characters Are… Confidential
  10. 10. Adopt Absorb Assess Brand-Driven Producer-Driven Content BAE Strategy: Identifying Properties Social Media Mobile WOM Events Promotions Sales Identify Characters and Properties That Will Carry Across This Continuum Confidential High Low Consumer Engagement
  11. 11. BAE Strategy: Recommendations <ul><li>Categories of properties to pursue </li></ul><ul><li>Recommended implementation next steps </li></ul>Confidential

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