Innovative Brand Communication

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Last week I spent the afternoon with some people from Ericsson. This was the presentation I used

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Innovative Brand Communication

  1. Communication That Rocks a Boat! An afternoon with Ericsson at Nordic Light Hotel 2009 12 02 by Johan Ronnestam Saturday, December 5, 2009
  2. Google Keyword ‘Johan Ronnestam’ Saturday, December 5, 2009
  3. Creative Director Art Director Strategy & Business development Saturday, December 5, 2009
  4. Creative Director Art Director Strategy & Business development Integrated advertising Digital communication Planning Saturday, December 5, 2009
  5. Saturday, December 5, 2009
  6. Saturday, December 5, 2009
  7. A New World of Communication? Saturday, December 5, 2009
  8. 1943 Saturday, December 5, 2009
  9. 1943 Saturday, December 5, 2009
  10. 2006 Saturday, December 5, 2009
  11. 2006 Saturday, December 5, 2009
  12. Saturday, December 5, 2009
  13. 128 409 Uppsala Saturday, December 5, 2009
  14. 2 874 860 Swedish Members Saturday, December 5, 2009
  15. 127 760 Swedes a Week Saturday, December 5, 2009
  16. 1.Kina 2.Indien 3.U.S.A 4.Facebook (+300 million) 5.Indonesien Saturday, December 5, 2009
  17. “Next Generation Platforms (Social Networking + Mobile) Driving Unprecedented Change in Communications + Commerce” Mary Meeker Managing Director Morgan Stanley Saturday, December 5, 2009
  18. Share Videos/Music/Photos/Stories Forum/Wall Posts Messaging Play Games Status Updates VoIP Calls Chat Saturday, December 5, 2009
  19. Share Videos/Music/Photos/Stories Connectivity Presence Forum/Wall Posts Messaging Play Games Status Updates VoIP Calls Chat Saturday, December 5, 2009
  20. Social Networking Mobile Share Videos/Music/Photos/Stories Connectivity Presence Forum/Wall Posts Messaging Play Games Status Updates VoIP Calls Chat 390 MM Users 57MM Users +153% +166% Saturday, December 5, 2009
  21. Saturday, December 5, 2009
  22. MSN Lunarstorm Jaiku Mac Autoblog Betty - Bronx, USA Katrina - Cologne, Germany Amazon Ruy - Buenos Aires, Argentina Baidu - Singapore, Republic of Singapore Jean - Paris, France Gary - Antalya, Turkey New York MIXI American apparels Sina - Acapulco, Hawaii,US Times Chikako - Tokyo, Japan Meihuh - Beijing, China Wire Robert - New York, US Wordpress Space Orkut ReadWriteWeb Yeshayahu - Tel Aviv, Israel Espn Liza - Rio De Janeiro, Brazil Ronin - Geneva, Switzerland Vicemag Ning Basecamp Jano - Lima, Peru Manchester, UK Clancy - Detroit, US Wening - Jakarta, Indonesia Stardoll Shelley - Bundoran, Ire Ruby on rails Helene - Stockholm, Sweden PC le docs LastFM Alesandrej & Leija - Moscov, Russia Stina - Mal Pais, Costa Rica ykjavík, Iceland Kitty - Oslo, Norway Picasa JohnJohn - BoraBora, French Polynesia Greg - Manchester, UK Twitter ndfeed Tony - Mexico City, Mexico World of PHP eBay openhagen, Denmark warcraft Sami - Helsinki, Finland WII Luke, James - Toronto, Canada YouTube Josephine - Barcelona, Spain Etef - Kairo, Egypt eshare Kelkoo Flea - Havanna, Cuba man - New Delhi, India Hintmag iMeem Flickr Gizmodo Flickr Gonzo - Rome, Italy Jessi - Dubai, United Arab Emirates Andy - Atlanta, US Ester - Rabat, Marocko Latifa - Beirut, Lebanon Wening - Jakarta, Indonesia Saturday, December 5, 2009
  23. Broadcast Saturday, December 5, 2009
  24. Bro adc as Saturday, December 5, 2009
  25. Consumer Brand Saturday, December 5, 2009
  26. Consumer Brand Saturday, December 5, 2009
  27. Conversation! Saturday, December 5, 2009
  28. Saturday, December 5, 2009
  29. n PU Pla OT S H ing m ix SW et M ark AID B t ra c PR fe n AS f d TV E st C ra Po t sit ion eg eri ng y tl er Ko rs PULL n ne Ba Saturday, December 5, 2009
  30. THINK NEW THINK DIFFERENT Saturday, December 5, 2009
  31. THINK DIFFERENT THINK NEW Saturday, December 5, 2009
  32. 13:34:47 Saturday, December 5, 2009
  33. 13:35:01 Saturday, December 5, 2009
  34. 13:36:21 Saturday, December 5, 2009
  35. 13:37:01 Saturday, December 5, 2009
  36. Saturday, December 5, 2009
  37. Saturday, December 5, 2009
  38. Innovation Saturday, December 5, 2009
  39. Innovation Entertainment Saturday, December 5, 2009
  40. Innovation Entertainment Interactivity Saturday, December 5, 2009
  41. Innovation Entertainment Interactivity Creativity Saturday, December 5, 2009
  42. Saturday, December 5, 2009
  43. Saturday, December 5, 2009
  44. You might think you’re into Saturday, December 5, 2009
  45. when in fact you’re into the business of... Saturday, December 5, 2009
  46. http://www.varialstudio.com/#Clowns Saturday, December 5, 2009
  47. Saturday, December 5, 2009
  48. This Is a Logotype Saturday, December 5, 2009
  49. This Is a Product Saturday, December 5, 2009
  50. This Is a Customer Saturday, December 5, 2009
  51. This Is a Customer Saturday, December 5, 2009
  52. This Is The Brand Saturday, December 5, 2009
  53. Brand = Saturday, December 5, 2009
  54. Father Mother Guard Casanova Guru BRAND Friend Adventurer STORY Clown Virgin Creative Rebel Hero ©Per Robert Öhlin Saturday, December 5, 2009
  55. Father Mother Guard Casanova Guru BRAND Friend Adventurer STORY Clown Virgin Creative Rebel Hero ©Per Robert Öhlin Saturday, December 5, 2009
  56. Father Mother Guard Casanova Guru BRAND Friend Adventurer STORY Clown Virgin Creative Rebel Hero ©Per Robert Öhlin Saturday, December 5, 2009
  57. Your Story? Saturday, December 5, 2009
  58. How does that feel? How does that sound? How does that look? Saturday, December 5, 2009
  59. How does that feel? How does that sound? How does that look? More important...what does it mean to ME? Saturday, December 5, 2009
  60. You Can’t Move A Brand Without Moving People Saturday, December 5, 2009
  61. 13 Saturday, December 5, 2009 things to think about
  62. 1. Think Transparency Saturday, December 5, 2009
  63. Saturday, December 5, 2009
  64. Saturday, December 5, 2009
  65. Saturday, December 5, 2009
  66. Saturday, December 5, 2009
  67. http://www.viddler.com/explore/dpzramon/videos/19/ Saturday, December 5, 2009
  68. Saturday, December 5, 2009
  69. Saturday, December 5, 2009
  70. Saturday, December 5, 2009
  71. Saturday, December 5, 2009
  72. 2. Think Like A Nerd Saturday, December 5, 2009
  73. Every interface... Saturday, December 5, 2009
  74. Saturday, December 5, 2009
  75. Saturday, December 5, 2009
  76. Saturday, December 5, 2009
  77. Saturday, December 5, 2009
  78. Saturday, December 5, 2009
  79. Saturday, December 5, 2009
  80. Saturday, December 5, 2009
  81. Saturday, December 5, 2009
  82. ...all the way! Saturday, December 5, 2009
  83. Saturday, December 5, 2009
  84. 3. Think Link Saturday, December 5, 2009
  85. Your brand presence online Saturday, December 5, 2009
  86. Services/ Your brand Offering presence online Saturday, December 5, 2009
  87. Services/ Your brand Content Offering presence online Saturday, December 5, 2009
  88. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Saturday, December 5, 2009
  89. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Objective Saturday, December 5, 2009
  90. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Objective Value Saturday, December 5, 2009
  91. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Conversion Objective Value Saturday, December 5, 2009
  92. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Conversion Objective Value Traffic Saturday, December 5, 2009
  93. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Conversion Objective Value Traffic Saturday, December 5, 2009
  94. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value Traffic Saturday, December 5, 2009
  95. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ Traffic Saturday, December 5, 2009
  96. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  97. PAI D Above & below the line advertising Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  98. PAI D Above & below the line advertising “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  99. PAI D PA ID Above & below SEM the line Search engine advertising marketing “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  100. PAI D PA ID FREE Above & below SEM SEO the line Search engine Search engine advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  101. PAI D PA ID FREE FREE Above & below SEM SEO The Social the line Search engine Search engine internet advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  102. PAI D PA ID FREE FREE Above & below SEM SEO The Social the line Search engine Search engine internet advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  103. MSN Lunarstorm Jaiku Mac Autoblog Betty - Bronx, USA Katrina - Cologne, Germany Amazon Ruy - Buenos Aires, Argentina Baidu - Singapore, Republic of Singapore Jean - Paris, France Gary - Antalya, Turkey New York MIXI American apparels Sina - Acapulco, Hawaii,US Times Chikako - Tokyo, Japan Meihuh - Beijing, China Wire Robert - New York, US Wordpress Space Orkut ReadWriteWeb Yeshayahu - Tel Aviv, Israel Espn Liza - Rio De Janeiro, Brazil Ronin - Geneva, Switzerland Vicemag Ning Basecamp Jano - Lima, Peru Manchester, UK Clancy - Detroit, US Wening - Jakarta, Indonesia Stardoll Shelley - Bundoran, Ire Ruby on rails Helene - Stockholm, Sweden PC le docs LastFM Alesandrej & Leija - Moscov, Russia Stina - Mal Pais, Costa Rica ykjavík, Iceland Kitty - Oslo, Norway Picasa JohnJohn - BoraBora, French Polynesia Greg - Manchester, UK Twitter ndfeed Tony - Mexico City, Mexico World of PHP eBay Copenhagen, Denmark warcraft Sami - Helsinki, Finland WII Luke, James - Toronto, Canada YouTube Josephine - Barcelona, Spain Etef - Kairo, Egypt deshare Kelkoo Flea - Havanna, Cuba oman - New Delhi, India Hintmag iMeem Flickr Gizmodo Flickr Gonzo - Rome, Italy Jessi - Dubai, United Arab Emirates Andy - Atlanta, US Ester - Rabat, Marocko Latifa - Beirut, Lebanon Wening - Jakarta, Indonesia Saturday, December 5, 2009
  104. Saturday, December 5, 2009
  105. Saturday, December 5, 2009
  106. Saturday, December 5, 2009
  107. Saturday, December 5, 2009
  108. Less than 2% can be viewed in the muséum Saturday, December 5, 2009
  109. Saturday, December 5, 2009
  110. Saturday, December 5, 2009
  111. Saturday, December 5, 2009
  112. Saturday, December 5, 2009
  113. Saturday, December 5, 2009
  114. Saturday, December 5, 2009
  115. Saturday, December 5, 2009
  116. Saturday, December 5, 2009
  117. PAI D PA ID FREE FREE Above & below SEM SEO The Social the line Search engine Search engine internet advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  118. PAI D PA ID FREE FREE Above & below SEM SEO The Social the line Search engine Search engine internet advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging Move budgets etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
  119. 4. Think Big Saturday, December 5, 2009
  120. Saturday, December 5, 2009
  121. Saturday, December 5, 2009
  122. Saturday, December 5, 2009
  123. Saturday, December 5, 2009
  124. Saturday, December 5, 2009
  125. 5. Think Small Saturday, December 5, 2009
  126. Saturday, December 5, 2009
  127. Saturday, December 5, 2009
  128. 6. Think Viral Saturday, December 5, 2009
  129. Saturday, December 5, 2009
  130. Saturday, December 5, 2009
  131. the viral triangle Saturday, December 5, 2009
  132. the viral triangle Partner / Celebrity Saturday, December 5, 2009
  133. the viral triangle Partner / Celebrity Culture / Lifestyle Saturday, December 5, 2009
  134. the viral triangle Brand / Product Partner / Celebrity Culture / Lifestyle Saturday, December 5, 2009
  135. the viral triangle Brand / Product INNOVATIVE IDEA Partner / Celebrity Culture / Lifestyle Saturday, December 5, 2009
  136. INNOVATIVE IDEA Saturday, December 5, 2009
  137. INNOVATIVE IDEA Relation to partner Saturday, December 5, 2009
  138. INNOVATIVE IDEA Relation to partner Relation to culture Saturday, December 5, 2009
  139. Relation to brand INNOVATIVE IDEA Relation to partner Relation to culture Saturday, December 5, 2009
  140. BRAND / PRODUCT Saturday, December 5, 2009
  141. PARTNERS/CELEBRITIES Visionaire - Innovative Print House Sophie Calle, Andreas Gursky, Cai Guo-Qiang, Steven Klein, Yayoi Kusama, Alasdair McLellan, Steven Meisel, Guido Mocafico, Nicola Formichetti/Gareth Pugh, Sølve Sundsbø, and Mario Testino. Saturday, December 5, 2009
  142. CULTURE Art of print Saturday, December 5, 2009
  143. Innovation Saturday, December 5, 2009
  144. KRUG’s paid reach BRAND CORE Saturday, December 5, 2009
  145. Bloggers Email A private YouTube etc champagne club Search Collectors A socially connected KRUG’s paid reach blogger picks the story Twitters BRAND CORE More bloggers A newspaper picks up the paper A drink blogger writes about the campaign A design paper picks up the story and publishes an article Saturday, December 5, 2009
  146. Social communication Saturday, December 5, 2009
  147. 7. Think New No Matter What People Say Saturday, December 5, 2009
  148. Saturday, December 5, 2009
  149. Saturday, December 5, 2009
  150. Saturday, December 5, 2009
  151. Saturday, December 5, 2009
  152. Saturday, December 5, 2009
  153. Saturday, December 5, 2009
  154. 8. Think Value Saturday, December 5, 2009
  155. Saturday, December 5, 2009
  156. Saturday, December 5, 2009
  157. 9. Think The Nobody Saturday, December 5, 2009
  158. Saturday, December 5, 2009
  159. 10. Think Stupid Saturday, December 5, 2009
  160. Saturday, December 5, 2009
  161. Saturday, December 5, 2009
  162. Saturday, December 5, 2009
  163. 11. Think Sharing Saturday, December 5, 2009
  164. What can you share? Saturday, December 5, 2009
  165. Saturday, December 5, 2009
  166. Saturday, December 5, 2009
  167. 12. Think ‘Beta’ Saturday, December 5, 2009
  168. 43% of Googles products are beta Saturday, December 5, 2009
  169. Old model of communication Big idea, big strategy & a lot of time Big strategy © David Armano - Logic + Emotion, Saturday, December 5, 2009
  170. Old model of communication Big idea, big strategy & a lot of time test with Big strategy consumers focus groups © David Armano - Logic + Emotion, Saturday, December 5, 2009
  171. Old model of communication Big idea, big strategy & a lot of time adapt test with Big strategy consumers focus groups © David Armano - Logic + Emotion, Saturday, December 5, 2009
  172. Old model of communication Big idea, big strategy & a lot of time adapt TVC Print test with Outdoor Big strategy Web Campaign consumers Event POS etc... focus groups Campaign © David Armano - Logic + Emotion, Saturday, December 5, 2009
  173. Old model of communication Big idea, big strategy & a lot of time adapt measure TVC Print test with Outdoor Big strategy Web Campaign consumers Event POS etc... focus groups Campaign © David Armano - Logic + Emotion, Saturday, December 5, 2009
  174. Old model of communication Big idea, big strategy & a lot of time adapt measure TVC Print test with Outdoor Another big Big strategy Web Campaign strategy consumers Event POS etc... focus groups Campaign © David Armano - Logic + Emotion, Saturday, December 5, 2009
  175. Old model of communication Big idea, big strategy & a lot of time adapt measure TVC Print test with Outdoor Another big Big strategy Web Campaign strategy consumers Event POS etc... focus groups Campaign © David Armano - Logic + Emotion, Saturday, December 5, 2009
  176. Saturday, December 5, 2009
  177. The new model of product communication Micro launches, insight, iterations Small strategy © David Armano - Logic + Emotion, Saturday, December 5, 2009
  178. The new model of product communication Micro launches, insight, iterations plan build launch measure Iterative development Small strategy © David Armano - Logic + Emotion, Saturday, December 5, 2009
  179. The new model of product communication Micro launches, insight, iterations plan insight build launch measure modify small strategi Iterative development Small strategy Knowledge © David Armano - Logic + Emotion, Saturday, December 5, 2009
  180. The new model of product communication Micro launches, insight, iterations plan insight build launch measure modify small strategi Iterative development plan build launch measure Small strategy Knowledge iterative development © David Armano - Logic + Emotion, Saturday, December 5, 2009
  181. The new model of product communication Micro launches, insight, iterations modify plan insight build launch insight small strategy measure modify small strategi Iterative development plan build launch measure Knowledge Small strategy Knowledge iterative development © David Armano - Logic + Emotion, Saturday, December 5, 2009
  182. The new model of product communication Micro launches, insight, iterations modify go on! plan insight build launch insight small strategy measure modify small strategi Iterative development plan build launch measure Knowledge Small strategy Knowledge try something iterative development different © David Armano - Logic + Emotion, Saturday, December 5, 2009
  183. m f i i lit i m i lit lit m ite ite lit lit ku t ku lär ite lär ite pr m f m f i i i lit i lit m f m m i ite lit ite lit i lit m lit ku lit ku ite lit lär ite pr lär ite pr lit ku lär ite pr m f m f i i i lit i lit m m m f ite lit ite lit i i lit lit ku ku m lär ite pr lit ite lit lär ite pr lit ku m f lär ite pr m f i i i lit i lit m m lit m f ite lit ite i ku i lit lit ku lit m lär ite pr lär ite pr ite lit lit ku m f lär ite pr i m f i lit i m i lit lit m ite lit m f ite i i lit lit ku m f ku m lär ite pr i lit lit i lit lär ite pr m ite lit ku lär ite pr ku lit lär ite pr © David Armano - Logic + Emotion, Saturday, December 5, 2009
  184. Saturday, December 5, 2009
  185. 13. Think Bulls Eye Saturday, December 5, 2009
  186. It’s NOT about reaching 1000 000 in order to sell to 100 Saturday, December 5, 2009
  187. It’s about reaching 10 people that reach 100 people that reach 1000 people that... Saturday, December 5, 2009
  188. Saturday, December 5, 2009
  189. Scott McCloud Comics Saturday, December 5, 2009
  190. Saturday, December 5, 2009
  191. Saturday, December 5, 2009
  192. The viral triangle Google Chrome A comic book about Google Chrome The world Scott McCloud of comics Saturday, December 5, 2009
  193. Conclusion! Saturday, December 5, 2009
  194. In 2010 Saturday, December 5, 2009

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