Mattering as the new brand building framework
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What is the new brand building framework nowadays which mirrors the recent cultural change? It is all about the new digital techniques, innovative products and brand utility. Why to spend a dime on dishonest ads when you can step up and solve real societal problems as part of the brand strategy.
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Mattering as the new brand building framework
- 2. Programmatic buying Automated ads Growth hacking It’s possible to create something working out of any idea. Just keep improving till it gets perfect. Product-market fit Then apply testing to the communication, automate the delivery and you can press anything on one’s throat. I II
- 3. Advertising became culture So it’s everywhere and we don’t even realise.
- 5. or Do we need brands at all? Just names might do the job? The un-branded products in the long tail are pretty sought after already. The product really is the brand.
- 6. The answer rest in data +168% +76% +27% +21% High High Brandproposition10-YearBrandValueChange2006to2015 Source:BrandZ™/MillwardBrown Advertisingstrength Low
- 11. +168% High High Brandproposition10-YearBrandValueChange2006to2015 Source:BrandZ™/MillwardBrown Advertisingstrength Low New era of brand building? Speculation
- 12. “This piece of work does combine innovation and creating something new—packaging, product design, communication and digital.” — Andy Payne, Global Chief Creative Officer of Interbrand Group. “It's beyond the car and talking about safety in general really made the brand feel like it cared about humanity and it felt like it lifted society to a higher level. It hit on one of the key things we were looking for.” – Matt Eastwood, Global CCO at J. Walter Thompson
- 13. The 50’s Age of modernism, innovation and optimism. Product wows. Brand building is always connected to societal agenda. The 70’s Crisis, lost paradise, pessimism, brands are the lighthouse. The 90’s Economic growth, wealth emotional branding, status, self-identification. The 00’s The age of internet, viral marketing blows the marketeers’ mind. Now ?
- 14. “All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.” — Bill Bernbach
- 16. The internet revealed the dark side of brands and their fake messages New credibility New race for people’s time with the brand .com
- 17. The new brand building framework. Remarkable brands that matters = Influential brands. Beyond personality. Beyond purpose.
- 18. Make the mattering part of the brand strategy via solving a valid social/cultural tension. Beyond CSR.
- 19. Brand as a service / brand utility
- 20. How can we make someone’s dream come true with an invisible technology?
- 23. Invest the client’s money instead of spending it. Make brands the new Medicis.
- 24. Do not bother with the briefs. The sales will be managed by the programmatic buying and automated creative delivery anyway.
- 25. Nowadays the corporate world, the corporate culture is full of scarcity, limitations and constraints. On the other side ambitions are high not just the clients’ but ours as well. Influence brands, culture and people’s life.
- 26. Which links the high ambition and the constraint together Embrace the impossible Forget the usual sources and the tried and tested habits Get multidisciplinary Find new partners Develop propelling questions Read the culture How to frame the constraints to force an influence breakthrough? I II III The only way for realness and authenticity
- 27. The tension between the ambition and constraints sparkle new ideas. • Adam Morgan and Mark Barden: A Beautiful Constraint
- 28. How to sneak 2000 people into a music festival with only one ticket?
- 30. SLOW tensions, societal changes FAST trends, technology, media Different cultures Convergent culture is when some patterns start emerging in the myriad of differences. Convergent culture is a remarkable opportunity, the bluest of oceans. But only of we get there early. Status convergent. Ever changing but always drives self-identification and self- representation. Cool convergent It is an attack on status. Cool holds status as an anxious and craven act of conformity. Culture is dispersive because many more people are making it with more technologies out of new motives and with much less constraints
- 31. Influence. Change behaviour. Read culture. Make culture.
- 34. High High Low THE NEW BRAND BUILDING AS THE NEW GROWTH ENGINE? Influence CSR Who cares? Fluffy ad campaigns Mattering Remarkability
- 35. • Regain credibility that you worth the time of the people • New ambition must be coupled with cultural understanding • Instead of CSR make the social tension solving part of the brand strategy • Remarkability and mattering are the new focus points that build influential brands To remember
- 36. UPAND FORWARD