This document discusses how brands are building their identities in the digital age. It argues that brands have lost some control over their messaging as digital consumers are now co-owners of brands' reputations. Brands must focus on building reputation through useful content, listening to customers, empowering customer contributions, and maintaining honest consistency between messaging and actions. The document provides several case studies of brands that have adapted successful digital strategies, such as creating communities, co-creation platforms, and treating customers well to encourage their support.

1. BRAND IDENTITY AND DIGITAL
FEBRUARY 2013
COLLECTIVE
SESSION

2. 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?

3. BRAND’S
DEFINITION NEVER
STOP TO EVOLVE

4. FOR YEARS, MARKETERS HAVE STRUGGLED TO DEFINE WHAT’S A "BRAND"

5. A brand is “The intangible sum of a
product’sattributes:
itsname, packaging, and
price, itshistory, itsreputation, and the
wayit’sadvertised.”
David Ogilvy, Madman

6. « 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

7. « 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

8. “Yourbrandiswhatother peoplesay
about youwhenyou'renot in the room.”
Jeff Bezos, founder of Amazon.com

9. “Your brand iswhat Google saysyour
brand is, not whatyousayyour brand is”
Chris Anderson, Editor in chief of Wired

10. THE TOP-DOWN MODEL HERITED FROM MASS MEDIA HAS BEEN REDEFINED
Taroop and Glabel, Dieu, 1998

11. HAVE THE BRANDS
BEEN TAKEN
HOSTAGES BY
DIGITAL
CONSUMERS?

12. BRANDS HAVE ALWAYS BEEN DEALING WITH A FORM OF CO-OWNERSHIP OF CONSUMERS

13. BUT WITH DIGITAL, BRAND’S REPUTATION ARE AT STAKES MORE THAN EVER BEFORE

14. “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

15. SOCIAL MEDIA HAS TURNED BRANDS INTO FRAGILE CREATURES

16. EVEN THE MOST FUNDAMENTAL SIGN OF A BRAND CAN BE JEOPARDIZED

17. TO DISTRUST A BRAND ISNOW AS EASY THAN TO UNSUBSCRIBE TO A NEWSLETTER

18. BUILDING BRANDS
AT THE DIGITAL
AGE

19. 0. DON’T BE AFRAID
OF CHANGE

20. 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

21. THE MONOPOLY SAGA: HOW FANS CAN HELP MAKING THE BRAND EVOLVE…

22. 1. BUILD YOUR
BRAND AROUND
REPUTATION

23. "Build brands not aroundproducts but
aroundreputation"
Richard Branson

24. BRANDS CAN TAKE ADVANTAGE OF A BAD BUZZ AND TURN IT INTO A GOOD ONE

25. 2. CONTENT IS THE
TRUE CURRENCY

26. "The real fact of the
matteristhatnobodyreadsads. People
readwhatintereststhem, and sometimesit's
an ad."
Howard Luck Gossage

27. REDBULL DOESN’T HAVE AN AD AGENCY. THE BRAND CREATED A PRODUCTION COMPANY

28. 3. LISTEN AND JOIN
THE
CONVERSATION

29. “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

30. BODYFORM: THE C.E.O REMAINS THE BEST COMMUNITY MANAGER

31. 4. POWER TO THE
PEOPLE

32. « 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

33. MANY BRANDS LIKE DORITOS, MC DONALDS OR MOUNTAIN VIEW RAN CO-CREATION CAMPAIGNS

34. BUT THE MOST SAVYY ONES CREATED LASTING CO-CREATION AND USER-BASED INNOVATION PLATFORMS

35. 5. TREAT THEM
WELL, THEY’LL
RETURN THE
FAVOR

36. « 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

37. WHERE THERE IS A REAL INSIGHT, THERE MIGHT BE BRANDED UTILITY

38. 6. ALLOWS PEOPLE
TO PLAY WITH THE
BRAND

39. "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

40. BRAND BECOME THE GAME MASTER

41. 7. IF A BRAND
LOOKS LIKE A
DUCK AND
SWIMSLIKE
DOG, PEOPLE
WILLDISTRUSTIT.

42. "The less control a company has over its
marketing message, the
greateritscredibility"
Pamela Talbot, chiefexecutive of
Edelman

43. HONNESTY IS KING. TRANSPARENCY IS QUEEN.

44. TO SUM UP…

45. 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

46. THE “TWIST”
CASE STUDY

47. THE TWIST CASE STUDY

48. THE TWIST CASE STUDY

49. THE TWIST CASE STUDY

50. THE TWIST CASE STUDY

51. THE TWIST CASE STUDY

52. THE TWIST CASE STUDY

53. THE TWIST CASE STUDY

54. THANK YOU