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BRAND IDENTITY AND DIGITAL
FEBRUARY 2013
COLLECTIVE
SESSION
ARE THE BRANDS LOOSING THEIR OWN IDENTITY?
OUR TOPIC
TODAY
HAVE THE BRANDS BEEN TAKENHOSTAGES BY DIGITAL CONSUMERS?
HOW TO BUILD BRANDS AT THE DIGITAL AGE?
BRAND’S
DEFINITION NEVER
STOP TO EVOLVE
FOR YEARS, MARKETERS HAVE STRUGGLED TO DEFINE WHAT’S A "BRAND"
A brand is “The intangible sum of a
product’sattributes:
itsname, packaging, and
price, itshistory, itsreputation, and the
wayit’sadvertised.”
David Ogilvy, Madman
« A brand is a name, term, sign, symbol or
design, or a combination of
these,thatidentifies the maker or seller of
the product »
Philip Kotler and Gary
Armstrong, marketing experts
« A brand is the set of
expectations, memories, stories and
relationshipsthat, takentogether, accoun
t for a consumer’sdecision to choose one
product or service over another. »
Seth Godin, blogger, self-branding
expert, and marketer
“Yourbrandiswhatother peoplesay
about youwhenyou'renot in the room.”
Jeff Bezos, founder of Amazon.com
“Your brand iswhat Google saysyour
brand is, not whatyousayyour brand is”
Chris Anderson, Editor in chief of Wired
THE TOP-DOWN MODEL HERITED FROM MASS MEDIA HAS BEEN REDEFINED
Taroop and Glabel, Dieu, 1998
HAVE THE BRANDS
BEEN TAKEN
HOSTAGES BY
DIGITAL
CONSUMERS?
BRANDS HAVE ALWAYS BEEN DEALING WITH A FORM OF CO-OWNERSHIP OF CONSUMERS
BUT WITH DIGITAL, BRAND’S REPUTATION ARE AT STAKES MORE THAN EVER BEFORE
“Company are loosing control.
Whathappens on Wall Street no
longer stays on Wall Street.
Whathappens on Vegas ends up on
YouTube. Reputation are volatiles.
Loyalties are fickle.”
Tim Leberecht, Chief marketing
officeratFrog
SOCIAL MEDIA HAS TURNED BRANDS INTO FRAGILE CREATURES
EVEN THE MOST FUNDAMENTAL SIGN OF A BRAND CAN BE JEOPARDIZED
TO DISTRUST A BRAND ISNOW AS EASY THAN TO UNSUBSCRIBE TO A NEWSLETTER
BUILDING BRANDS
AT THE DIGITAL
AGE
0. DON’T BE AFRAID
OF CHANGE
The WRONG law of change:
"Change your brand atyourown
risk. It’sgoing to be a
long, diñîcult, expensive and perhaps
impossible process.
Don’tsaywedídn’twarnyou.”
Al Ries and Laura RIes
THE MONOPOLY SAGA: HOW FANS CAN HELP MAKING THE BRAND EVOLVE…
1. BUILD YOUR
BRAND AROUND
REPUTATION
"Build brands not aroundproducts but
aroundreputation"
Richard Branson
BRANDS CAN TAKE ADVANTAGE OF A BAD BUZZ AND TURN IT INTO A GOOD ONE
2. CONTENT IS THE
TRUE CURRENCY
"The real fact of the
matteristhatnobodyreadsads. People
readwhatintereststhem, and sometimesit's
an ad."
Howard Luck Gossage
REDBULL DOESN’T HAVE AN AD AGENCY. THE BRAND CREATED A PRODUCTION COMPANY
3. LISTEN AND JOIN
THE
CONVERSATION
“Hyperconnectivities and
transparencyallowcompanies to be in
that room, 24/7 now. Theycanlisten and
join the conversation. In fact, they have
more control over the loss of control
thaneverbefore.”
Tim Leberecht,Frog
BODYFORM: THE C.E.O REMAINS THE BEST COMMUNITY MANAGER
4. POWER TO THE
PEOPLE
« To findsomething comparable, you
have to go back 500 years to the
printing press, the birth of mass
media… Technologyisshifting power
from the editors, the publishers, the
establishment, the media elite. Nowit’s
people who are taking control. »
Rupert Murdoch
MANY BRANDS LIKE DORITOS, MC DONALDS OR MOUNTAIN VIEW RAN CO-CREATION CAMPAIGNS
BUT THE MOST SAVYY ONES CREATED LASTING CO-CREATION AND USER-BASED INNOVATION PLATFORMS
5. TREAT THEM
WELL, THEY’LL
RETURN THE
FAVOR
« Branded utility iswhere the brands
creates a commitment to a relationship.
It’swhere the brand
createssomethinguseful to
you, somethingthat’s a utility in your
life.»
Benjamin Palmer, CEO/Owner The
Barbarian Group
WHERE THERE IS A REAL INSIGHT, THERE MIGHT BE BRANDED UTILITY
6. ALLOWS PEOPLE
TO PLAY WITH THE
BRAND
"Are westilltelling stories ? (…) It
isalmostlike as if you have to create a
game in and of itself, or have fun and
playgameswith people as youconnect
and communicate on behalf of the
brands out there”
Alex Bogusky, Founder of
Crispin+Bogusky
BRAND BECOME THE GAME MASTER
7. IF A BRAND
LOOKS LIKE A
DUCK AND
SWIMSLIKE
DOG, PEOPLE
WILLDISTRUSTIT.
"The less control a company has over its
marketing message, the
greateritscredibility"
Pamela Talbot, chiefexecutive of
Edelman
HONNESTY IS KING. TRANSPARENCY IS QUEEN.
TO SUM UP…
Solid brand
Self-generated trust
Advertising
Top-down brand
Research &Development
Brand communication
Story-telling
Cosmetic
Liquid brand
Reputation
Brand Content
Conversational brand
Open innovation & co-creation
Branded utility
Story-playing
Honesty &Consistency
FRO
M
TO
THE “TWIST”
CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THANK YOU

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