Brands as Action FiguresBrand Experiences vs.  Branded ExperiencesAugust 13, 2012#IMCchamps                           1
Agenda+ Brand experience versus branded experiences+ Why branded experiences (brand actions)+ Brands in action+ Five thing...
Siegel+Gale is a global strategic branding firmcommitted to building world-class brands throughelegantly simple, unexpecte...
Siegel+Gale43 years250 peopleSenior practitionersSmart, nice andunstoppable8 offices                       4   4
Brand experience+ The interaction a customer has with the various touchpoints in  the process of purchasing and using a br...
Brand experience+ The brand experience cycle is more accurately a loop, with  satisfaction leading customers back to repur...
Brand experience+ Increasingly, consumers are seeking and sharing information  at every stage of the brand experience.#IMC...
Brand actions:+ Are often outside or in addition to the traditional purchase  cycle touchpoints+ Engage people physically;...
Why now?+ Often difficult to differentiate through product features  or even customer experience+ A way of breaking throug...
The best brand actions:+ Make the brand idea tangible+ Simplify people’s experience+ Expand the brand’s frame of reference...
Brands in action
Tide Loads of Hope™                      Clean clothes in disaster                      zones                      + Truck...
eBay’s Red Laser app                       UPC scanner and price                       comparison                       + ...
Charmin Sit or Squat                       Clean restroom app                       + Allows users to find, rate and      ...
Pepsi Social Vending System™                          Networked vending                          machine                  ...
Pampers Village                  New parent resource                  + A hub for child-rearing info and                  ...
Coca-Cola Happiness Truck/Machine                          A delivery mechanism for                          happiness    ...
“      We have to create       experiences that perhaps are       only had by a few but are       compelling enough to fue...
Five actions for your brand
Five actions for your brand1.  Address people, not “consumers”2.  Don’t tell, demonstrate!3.  Be useful4.  Make things sim...
Thanks!Russ H. MeyerGlobal Director of StrategySiegel+Gale@russhmeyer on TwitterPresentation available at:http://www.slide...
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Champions of IMC: Brand Experience vs. Branded Experiences

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Champions of IMC: Brand Experience vs. Branded Experiences

  1. 1. Brands as Action FiguresBrand Experiences vs. Branded ExperiencesAugust 13, 2012#IMCchamps 1
  2. 2. Agenda+ Brand experience versus branded experiences+ Why branded experiences (brand actions)+ Brands in action+ Five things to drive actions with your brand#IMCchamps 2
  3. 3. Siegel+Gale is a global strategic branding firmcommitted to building world-class brands throughelegantly simple, unexpectedly fresh strategies,stories and experiences. London Hamburg BeijingSan Francisco Shanghai New YorkLos Angeles Dubai#IMCchamps 3
  4. 4. Siegel+Gale43 years250 peopleSenior practitionersSmart, nice andunstoppable8 offices 4 4
  5. 5. Brand experience+ The interaction a customer has with the various touchpoints in the process of purchasing and using a brand or product Awareness Interest Desire Purchase Use Repurchase+ Often this process is depicted in a linear fashion#IMCchamps 5
  6. 6. Brand experience+ The brand experience cycle is more accurately a loop, with satisfaction leading customers back to repurchase#IMCchamps 6
  7. 7. Brand experience+ Increasingly, consumers are seeking and sharing information at every stage of the brand experience.#IMCchamps 7
  8. 8. Brand actions:+ Are often outside or in addition to the traditional purchase cycle touchpoints+ Engage people physically; interact with people, not just communicate at them+ Demonstrate the simple idea behind the brand+ Take experience further; turn a touchpoint into a marketing/ sharing opportunity+ Are not created simply to drive awareness#IMCchamps 8
  9. 9. Why now?+ Often difficult to differentiate through product features or even customer experience+ A way of breaking through the Marcom noise+ Create impressions worth remembering, sharing+ Circumvent consumer suspicion of image/communication- based marketing+ New digital technologies/innovations enable surprising and delightful interactions+ Cost/impact dynamic changing because of sharing value#IMCchamps 9
  10. 10. The best brand actions:+ Make the brand idea tangible+ Simplify people’s experience+ Expand the brand’s frame of reference+ Stand out+ Are “share-worthy”#IMCchamps 10
  11. 11. Brands in action
  12. 12. Tide Loads of Hope™ Clean clothes in disaster zones + Trucks & vans with 32 washers & dryer: capable of doing 300 loads of laundry a day + Partnerships with American Red Cross & Frigidaire + Over 34,000 loads of laundry cleaned#IMCchamps 12
  13. 13. eBay’s Red Laser app UPC scanner and price comparison + Allows comparison shopping on the go + Acquired by eBay in 2010 + Over 9MM downloads + Identifies online and local purchase options#IMCchamps 13
  14. 14. Charmin Sit or Squat Clean restroom app + Allows users to find, rate and share clean public restrooms + Info on 52,000 toilets in 10 countries + “Our goal is to connect Charmin with innovative conversations & solutions…” - Charmin brand manager + Rated by Parenting magazine as a “top app for parents” in 2012#IMCchamps 14
  15. 15. Pepsi Social Vending System™ Networked vending machine + Allows for personalized “gifting” of a soda and “random acts of refreshment” + Networked; touchscreen; GPS + “Transforms a static, transaction-based experience into something fun and exciting.” - Mikel Durham, PepsiCo#IMCchamps 15
  16. 16. Pampers Village New parent resource + A hub for child-rearing info and platform for community + Features widgets for tracking baby development & name choice + Attracts more than 1MM unique users a month#IMCchamps 16
  17. 17. Coca-Cola Happiness Truck/Machine A delivery mechanism for happiness + Interactive truck/machine dispensing sodas and other “doses of happiness” + YouTube videos generated 3MM+ views and 25 other movies + 50% of viewers and 70% of blog posts from outside US + 2010 Gold Interactive CLIO#IMCchamps 17
  18. 18. “ We have to create experiences that perhaps are only had by a few but are compelling enough to fuel “ ” conversations with many. Joe Tripodi Chief Marketing and Commercial Officer, Coke#IMCchamps 18
  19. 19. Five actions for your brand
  20. 20. Five actions for your brand1.  Address people, not “consumers”2.  Don’t tell, demonstrate!3.  Be useful4.  Make things simpler5.  Be “remark-able”#IMCchamps 20
  21. 21. Thanks!Russ H. MeyerGlobal Director of StrategySiegel+Gale@russhmeyer on TwitterPresentation available at:http://www.slideshare.net/siegelgalebranding/presentationsMore about Siegel+Gale at:http://www.siegelgale.com#IMCchamps 21
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