Behavior, media and brand
•
0 likes•366 views
MBLM's Diego Kolsky shares his views on the evolution of media and technology's impact on brand at the University of Oregon on July 27, 2011.
Recommended
Recommended
More Related Content
Similar to Behavior, media and brand
Similar to Behavior, media and brand (20)
Recently uploaded
Recently uploaded (20)
Behavior, media and brand
- 1. BEHAVIOR, MEDIA & BRAND UNIVERSITY OF OREGON JULY 27, 2011 © MBLM 2011 1
- 2. PART ONE BEHAVIOR DRIVES THE ADOPTION AND USE OF MEDIA. 2
- 3. 3
- 4. 3
- 5. 4
- 6. 4
- 7. 5
- 8. 6
- 9. 7
- 10. 8
- 11. MEDIA IS SHAPED BY BEHAVIOR, AND BEHAVIOR IS DEPENDENT ON THE TECHNOLOGIES THAT, OVER TIME, WE LEARN, ADOPT AND ABANDON. THE TRIGGER HAS ALWAYS BEEN OUR NEEDS. 9
- 12. 10
- 13. PART TWO BRAND HAS BECOME A STAGE FOR CONNECTING PEOPLE (THEIR NEEDS, WANTS AND IDEALS) WITH OTHER PEOPLE, PRODUCTS AND SERVICES AND PLACES. 11
- 14. PEOPLE PRODUCT & SERVICE PLACE PARTICIPATION COMPETITION BELONGING 12
- 15. SELLING SUGAR WATER IN 1955 “THE PAUSE THAT REFRESHES” 13
- 16. Play “John Dieffenbach Uncut” http://www.youtube.com/watch?v=vqyR6yAWaoU 14
- 17. SELLING SUGAR WATER IN 2011 “TALK TO ME”
- 18. SELLING SUGAR WATER IN 2011
- 21. Play “Coca-Cola Hard Times” http://www.youtube.com/watch?v=EnUKurl7Fog
- 23. WHAT DIFFERENTIATES EMBLEMATIC BRANDS TODAY IS THAT THE SAME CREATIVE OUTLOOK CUSTOMERS LOOK FOR IN THEIR PRODUCTS AND SERVICES TOUCHES ON MOST ASPECTS OF THE BUSINESS. 21
- 24. CREATIVITY IS THE MESSAGE. 22
Editor's Notes
- \n
- \n
- So let’s pretend you are this guy. And you have a problem:\nYou are running away from this guy (the t-rex)\nAnd by chance we meet and I hand you this: an iphone.\nIf we could communicate you would tell me that the object I’m kindly presenting is not blunt enough, or sharp enough, to kill the t-rex.\n
- So let’s pretend you are this guy. And you have a problem:\nYou are running away from this guy (the t-rex)\nAnd by chance we meet and I hand you this: an iphone.\nIf we could communicate you would tell me that the object I’m kindly presenting is not blunt enough, or sharp enough, to kill the t-rex.\n
- So let’s pretend you are this guy. And you have a problem:\nYou are running away from this guy (the t-rex)\nAnd by chance we meet and I hand you this: an iphone.\nIf we could communicate you would tell me that the object I’m kindly presenting is not blunt enough, or sharp enough, to kill the t-rex.\n
- Now let’s pretend you are this guy. \nAnd you want to eat samosas in Portland. And I hand you the same iphone.\nWhat would you do with it?\n
- Now let’s pretend you are this guy. \nAnd you want to eat samosas in Portland. And I hand you the same iphone.\nWhat would you do with it?\n
- Now let’s pretend you are this guy. \nAnd you want to eat samosas in Portland. And I hand you the same iphone.\nWhat would you do with it?\n
- You could look up the best samosa hangout near you. And read other people’s reviews and recommendations (double up on sauce).\n
- You could navigate there and call to make a reservation.\n
- You could check-in with Foursquare, see who else is there and invite your friends. \n
- and because you linked your Foursquare with your Facebook, other friends would envy your new badge and maybe join you later nearby...\n
- So the same object, a few thousand years apart, is used quite differently. And that si because we’ve learnt a few things along the way. Our habits changed. Not unlike we’ve evolved our habits around the use of media. So if you think back 10, 15 years years, and compare the role media played in your life, you’ll be able to realize that something fundamental changed. You are now in control of it. Back then, you could pretty much change channels and turn devices on/off (save for browsing AOL). Now, you decide how you use it, and better, you manage the content too.\n
- \n
- The other thing that has fundamentally changed is the role brands play in our life. When I started working in brand consulting 17 years ago, brand was defined as a promise of performance. Nowadays performance is what makes the brand. This is also a huge shift. Brand is no longer merely a badge or identifier, or at best a program to make people agree on what makes a company or product different. Brand has become the stage where all connections between people and the goods they buy, the places they visit; work or live in; and the people the interact with take place. And that means it can help companies, destinations and institutions get closer to their customers.\n
- \n
- So now pretend you are Don Draper. Your job is to tell people what to think about your customer’s product (in this case sugar water). Your weapons cache: focus groups, client persuasion, the TV spot (your big gun,) print adverts, radio, maybe a seasonal promotion using Santa and a few other things.\n
- Now we’ll hear John Dieffenbach, Chairman of MBLM, speak about what’s changed (or rather hans’t) inside companies.\nJohn is a veteran of branding. He was CEO of Landor, founder of DieffenbachElkins (now FutureBrand) and Wolff Olins. His perspective comes from an experience that spans over 30 years of practice with leading companies in every region of the world.\n
- So as John says: are companies ready to get closer to customers, to drive towards intimacy in ways they haven’t done before?\nThere’s some great examples out there, but let’s stick with sugar water. Back to our friend in Portland. What would catch his attention? What would make him go to learn something about our client’s product?\n
- He may be interested about Coca Cola’s Happiness truck, delivering free drinks and prizes to a favela in Rio.\n
- But she wouldn’t. She’s into fashion.\n
- Ad who knows what he’s thinking...\n
- \n
- So Don Draper would have, today, a much larger arsenal to come after you. But what wouldn’t make sense is to keep on talking to consumers, hoping to create needs that they didn’t know they had. Don could interact with them before he created ads (instead of showing two or three options to a group of 10 people with nothing else to do that afternoon). \n\nEven better, Don would have a wide range of channels to reach and include them. Give them what each values, one at a time (they wouldn’t have to even choose). And even recruit them of the process of creating products that they’ll consume.\n
- So what makes Apple so admired? What makes jetBlue different from the large carriers? What makes Patagonia not like Levi’s?\n\nI would argue that is that everything they do represents what I look for in Apple. Before Apple opened it’s first store in 2001, the top technology retailer was probably CompUSA. Or Best Buy. Apple now leads the category. I find visiting the Apple Store stores as rewarding as using my iPad. Or my iPhone. Or my Mac (even my Apple TV, but only to a certain degree). And I also like their commercials, packaging, etc. Some of us may have a harder time accepting their labor policies, but share the guilt and accept the balance. \n\nIf you read ‘Let my people go surfing’ (written by Yvon Chouinard, founder of Patagonia) you come to appreciate the company’s dedication to reducing its own impact on the environment, and supporting people that defend it. It’s who they are. It’s visible in the stores they build, the textiles they choose to use, the iPhone app they use. \n\nSo think back to what John said: the dialog is possible today, and the person most empowered inside a company is the CEO. \n\n\n
- So we changed the way we use media, because our habits changed. And companies need to follow suit and change some things on their own, too. And creativity plays a huge role in facilitating this. Both in communicating with precision and impact (brand), and in reaching the right person, through the right channel, at the right time and with the right content (technology).\n\nThank you!\n
- \n