We all loved the goldiblox "Girls" parody. Here's a quick framework i used to explain to some marketers why i thought it was great. The goal of the presentation was to create a framework for understanding why this worked and what we as marketers can learn from it.
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Want to know how to promote yourself? Stop promoting yourself. Start promoting what people find interesting and amazing. Only by doing so will you succeed in promoting yourself, your business, or your passion.
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
It's natural for a brand to grow. But brand growth isn't an entitlement. Nor is it the result of launching new products and new marketing campaigns. Brand growth is the by-product of syncing the purpose, the vision, and the passion of the business with the actions of its employees.
In this presentation, John Moore shares lessons he�s learned first-hand from helping grow the Whole Foods and Starbucks brands as well as growing the teams responsible for making growth happen within those businesses. You'll learn how complacency, conservatism, and conceit will derail the growth of any brand and the growth of any team. And, you�ll leave with advice on how to instill a sense of purpose within project teams to thrive during times of change.
NOTE: This presentation was delivered at the In-HOWse Designer Conference held in Chicago on Monday, October 30.
In January 2014 we launched Wolf & Wilhelmine, a brand shop driven by our purpose of Do Great Work, Live Great Lives.
We were first focused on building an environment for sustainable creativity - i.e. a workplace where we can do the work we love without killing ourselves.
As we’ve grown over the past two years, we’ve realized that diversity is crucial to sustainable creativity and therefore we actively foster it.
Here's how we do it...
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Want to know how to promote yourself? Stop promoting yourself. Start promoting what people find interesting and amazing. Only by doing so will you succeed in promoting yourself, your business, or your passion.
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
It's natural for a brand to grow. But brand growth isn't an entitlement. Nor is it the result of launching new products and new marketing campaigns. Brand growth is the by-product of syncing the purpose, the vision, and the passion of the business with the actions of its employees.
In this presentation, John Moore shares lessons he�s learned first-hand from helping grow the Whole Foods and Starbucks brands as well as growing the teams responsible for making growth happen within those businesses. You'll learn how complacency, conservatism, and conceit will derail the growth of any brand and the growth of any team. And, you�ll leave with advice on how to instill a sense of purpose within project teams to thrive during times of change.
NOTE: This presentation was delivered at the In-HOWse Designer Conference held in Chicago on Monday, October 30.
In January 2014 we launched Wolf & Wilhelmine, a brand shop driven by our purpose of Do Great Work, Live Great Lives.
We were first focused on building an environment for sustainable creativity - i.e. a workplace where we can do the work we love without killing ourselves.
As we’ve grown over the past two years, we’ve realized that diversity is crucial to sustainable creativity and therefore we actively foster it.
Here's how we do it...
Photo-based interfaces [Pinterest, Instagram, Tumblr, etc.] change the way we interact with each -- making our communication less verbal and more visual communication. But what does that mean for brands?
How to write better creative briefs for Toyota.David Bell
How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Brand Positioning and Elevator Pitch Slides Kaitlin Zhang Workshop LondonKaitlin Zhang
Kaitlin Zhang presents a workshop on "Brand Positioning and Elevator Pitch" at Kennington Park Business Centre, London. This event was hosted in conjunction with Club Workspace.
9 November 2016
Kaitlin Zhang is the CEO of Oval Branding, a cross-border branding agency between the UK, USA and China, specialising in tech, financial services, government based in London, UK.
www.ovalbranding.com
A marketeers brief guide to improving your social media performanceSHumphrey123
The Black Hole's Content Marketing Executive, Sam Humphrey, looks at the simple steps that marketeers can take to improve their social media offering. With thanks to all speakers at the Big Social Conference 2015. Some of there content is used in this presentation. Thanks also to entrepreneur.com who came up with the 10 laws of social.
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
Social Media 101 - A Social Media PrimerThink Shift
Who is this for? If you’re an advanced marketer or social media guru, then you’ll have to wait for our next issue. Nothing here will help you (we think). But if this is not you?... read on.
This is for companies, brands, & professionals who:
-Are thinking about and perhaps even dabbling in the social media world
-Are wondering why you should care
-Have really cold feet
-Are skeptical or think all this is going to go away
-Know you need to get “in”, but aren’t sure how
Photo-based interfaces [Pinterest, Instagram, Tumblr, etc.] change the way we interact with each -- making our communication less verbal and more visual communication. But what does that mean for brands?
How to write better creative briefs for Toyota.David Bell
How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Brand Positioning and Elevator Pitch Slides Kaitlin Zhang Workshop LondonKaitlin Zhang
Kaitlin Zhang presents a workshop on "Brand Positioning and Elevator Pitch" at Kennington Park Business Centre, London. This event was hosted in conjunction with Club Workspace.
9 November 2016
Kaitlin Zhang is the CEO of Oval Branding, a cross-border branding agency between the UK, USA and China, specialising in tech, financial services, government based in London, UK.
www.ovalbranding.com
A marketeers brief guide to improving your social media performanceSHumphrey123
The Black Hole's Content Marketing Executive, Sam Humphrey, looks at the simple steps that marketeers can take to improve their social media offering. With thanks to all speakers at the Big Social Conference 2015. Some of there content is used in this presentation. Thanks also to entrepreneur.com who came up with the 10 laws of social.
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
Social Media 101 - A Social Media PrimerThink Shift
Who is this for? If you’re an advanced marketer or social media guru, then you’ll have to wait for our next issue. Nothing here will help you (we think). But if this is not you?... read on.
This is for companies, brands, & professionals who:
-Are thinking about and perhaps even dabbling in the social media world
-Are wondering why you should care
-Have really cold feet
-Are skeptical or think all this is going to go away
-Know you need to get “in”, but aren’t sure how
Issue two of AuraTalk brought to you by Aura PR- an e-zine created to help SMEs stand out in PR and digital marketing. Helpful hints and tips as well as a short showcase of Aura PR's recent work.
Visit www.aura-pr.com for regular helpful blog posts.
What makes your brand different? A guide to being more competitiveguest18b160
This is a world where you and your competitors are largely selling products with similar benefits and features.
This is a world where the fragmentation of media makes it tougher to get your message to your consumers.
This is a world where brand owners find their trade customers are not only their access to consumers - but increasingly their biggest competitors.
This is a world where you need to think about how you you can ensure that you are building a long term competitive advantage based on a unique, different but relevant and compelling offer to your consumers.
In order to do this, what few key things should you be doing to make you different enough to generate value and long term growth in today's competitive global marketplace?"
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The What, Why & How of 3D and AR in Digital Commerce
What Marketers Can Learn From the GoldiBlox "Girls" Parody
1. The Goldiblox Effect
Good Brand Building Today (and how to Spot it)
Jim Cuene
It’s a pretty amazing time to be in the digital brand building space. Incredible creative opportunities, an amazing palette of tools to work with, and an audience that is willing to pay attention to good work. but, only if it’s really good.
And, as creators and partners to brands, how can we a) talk to them about what is good and what isn’t and b) help our own teams do the same.
!
The goal today: Examine a recent piece of great brand building and use it to discuss the hallmarks of good and/or great work. In other words, i want to share a framework that you can use to look at modern work and determine for
yourself if it’s good or not.
3. It all used to be so easy. An ad was an ad. You knew what it was before you absorbed it. You knew the format, your knew the shape, you knew you were getting sold to. The formats were consistent across brands, common
conventions were mostly followed, and consumers could distinguish ads from other stuff.
!
!
More importantly, consumers got familiar enough with the formats that they could often give you a couple examples of good ads they had seen. They had their favorites.
Now, it’s harder than ever to tell what’s an ad and what isn’t. When you have guys jumping out of a balloon at the edge of the atmosphere and people are tuning in to watch, is that stuff an ad, or content, or a PR stunt or something
else?
!
!
!
!
While i would have classified that as something other than ad, i do know what Redbull did was fantastic. Quite literally, amazing. And, it was a great brand building. You just knew it was. Like the old judge said: I know it when i see it.
But not every brand is red bull, and the hipsters in Brooklyn will yawn when they see the next outer atmosphere space jump. Most of the stuff we’ll see these days is in the messy middle between an “ad” and the space jump.
Our problem becomes: How do we know what brand building is good, and how can we talk about it intelligently (and not just say, as i do, cool/awesome/killer/etc. )
We need signs, and guidelines, and rules of thumb to help us quickly make of what we’re seeing and give words to our instincts.
4. It’s a pretty crazy time. The top image of St. Peter Square was taken when the new pope was announced in 2005. The second image was of the same spot when Pope Francis was introduced.
!
Everyone is making media now. Everyone is *in* the media. We’re all working with and for brands in some way. It’s just a more collaborative time. And, with so many brands so prevalent in our lives, it’s easy for people to make their
own media, and talk about brands.
!
But, its just making it harder to determine what’s real or fake, much less what’s good or bad.
5. And, new approaches to brand building are getting invented all the time as we brand builders get more comfortable with the tools and platforms. And, for that matter, as consumers get just as comfortable. We should expect to see
lot’s of novelty.
!
But is the novelty good? Or, just clever. And, how do we make sense of all the follow-on activity and “me too” approaches?
6. We end up with lame stuff like this. I like that they’re trying, and this is kind of cute, but it’s not great. Being fast is really good, so they can take some pride in their planning and executional quality. But, i don’t know just how good.
Speed and/or “realtime” is only one dimension.
7. With all the change, with all the format experimentation and attending hype, it’s easy to get fatigued and cynical.
There’s a level of cynicism in the brand building space now. And, that growing cynicism making it easier than ever to ignore or miss the great stuff as it’s emerging in the big, unwashed population of the internet.
!
If you care about making good work right now, you’ve got to have at the very least, a mental checklist to evaluate what you’re seeing.
8. How do we know great when we see it?
It’s critical not to let the cynicism and overload stop you from paying attention to what’s breaking through. Or, about to.
!
History lesson: If you walked into a dingy club in Hamburg German in 1961, you might have seen these kids. You would be forgiven for mistaking them as a hack band of wannabes, with their leather jackets and rough versions of
american R&B hits.
!
But, if you knew music was still in the very early stages of a transformation, if you knew rock and roll was changing just about everything, you might have seen the signs. You might have recognized the rough outlines of the future in
this group of kids from Liverpool. While the rest of the world was happy with those at the top of the charts (think: Pat Boone or Connie Stevens) the Beatles were creating something new.
!
Key lesson: Expect greatness to come from unexpected places. Pay attention. Be aware of your own standards to evaluate what you are seeing.
9. Theres a recent case study that’s worth reviewing. It broke through the clutter on the web and got shared, linked to, and mentioned more than most brand content recently. And, i think this provoked a really strong response from a
lot of people.
!
!
So, as we’re looking at this, we should be asking ourselves: If this broke through, what made it good enough to do so?
The Golidblox backstory:
* female standford engineering grad
* See’s there aren’t enough female engineers
* Creates a company to fix that
* does some media jacking to drive maximum attention, fast and cheap.
!
[Play the Video]
10. Why is this good?
Brand
Brand Building
•
Purpose Lead
•
Aspirational statement
•
Clear POV
•
Designed for sharing
•
Voice
•
Participatory
•
Actions, Not Ads
•
Remarkable Execution
•
Tie to product
I think we can all mostly agree this is good or really good. I’d argue it’s great.
!
We’ll take a closer look, but here’s my framework for evaluating what i’m seeing. I use this when i’m trying to evaluate the creative ideas or expressions that come my way. I’ve based this off of the brands i’m seeing gain traction in
the social spaces, and the brands who have creative work i admire. Its informed by my personal view of the world, but i think this is as good a place to start as any.
!
!
!
* Purpose -lead - Does this brand have a discernable purpose that is guiding it’s actions, it’s products, it’s messaging? In other words, is there a meaningful “why” behind all this (or, is it simply, “sell more stuff”)
* Clear POV - Does the brand have it’s own POV about the world it’s working in? Does that POV demand or ask for my attention in any way?
* Voice- Is there a particular voice to the brand? Are they “speaking” in a tone/style that is unique or different enough to be noteworthy. Does a somewhat fully formed personality come through in the voice (the opposite of
disengaged, or overly commercial)
!
* Is there evidence the brand is taking actions that the world would find meaningful (beyond making and selling products). Are those actions organized or driven by the purpose?
11. Purpose: They’ve got their purpose front, center and core to all their efforts. It drives EVERYTHING they do, not just their ads. That’s a key component (IMHO) of great brands today: they act from their core values, their purpose,
from their culture. The ads and acts are a reflection of their beliefs, not simply a container or a publicity stunt.
12. They’ve got a definite take on what’s going on in the world. They see a real tension in the world (we’re not giving our girls what they need, society is letting them down) and they have an opinion about it. They ate not going to be
passive. They are going to let that POV inform their actions.
!
Brands that take a stand like this naturally provoke a reappraisal. They force us to think. About the question at hand, and then later about the brand itself and the products.
13. An empathic, relatable voice
This is a brand that is talking to it’s fans, followers, supporters and customers like a peer. A relateble, empathic peer. And, as a result, consumers are coming to the brand and sharing right back in a remarkable display of trust and
relatability.
14. Actions, Not Words
This is a brand that is actively engaging the world around itself via actions in the world, not just ads in cyberspace. Again, this gives people a real action to respond to, while the brand is demonstrating it’s values in tangible (and
photographable) ways. All the more easy for people to react and share.
17. It’s Good (Maybe Great) But Why did it Work?
So the brand is good in and of itself, but why was this particular expression so effective? Especially, when other efforts weren’t nearly as effective?
18. For one thing, they started to build a community of collaborators early. They raised real money from supports through Kickstarter. Those supporters quite literally bought in. Into the purpose, into the mission, into the story.
!
!
In return, GB had a built in audience to go back to when it had the “Girls” video ready to go.
Key point: Even small communities can be collaborators in getting work like this moving across social networks
19. They worked effectively with other strong voices in the community of concerned moms, engineers, teachers, etc. They reached out to bloggers, small publishers and teachers to engage them in the mission AND spreading the word
about the products.
20. Participatory: They enrolled others in helping to spread their mission and their cause.
!
They were savvy media jackers who engaged at the emotional AND philosophical level. More importantly, they tapped into:
* an audience that felt underserved (women in STEM fields) and would work with the founding team to change that
* a clear and fairly well understood need (get more women into STEM)
* They leaned on the founders compelling personal story
!
!
21. remarkable execution.
Great lyrics & musical performance
* Editing, production, etc. all are superior
* telegenci kids
!
!
Designed for sharing.
* Music: Redo of an old song most people my age or younger haven’t heard in a while
* Music: Performance was good, but the lyrics were clever and provocative
* STEM equivalent of cats = Rube Goldberg (the internet loves Rube Goldberg machines)
* Visually - it was great
!
*
24. Guidelines for Good
Brand
Brand Building
•
Purpose Lead
•
Aspirational statement
•
Clear POV
•
Designed for sharing
•
Voice
•
Participatory
•
Actions, Not Ads
•
Remarkable Execution
•
Tie to product
25. Lessons for Modern Marketers
•
Build Purpose into your brand
buy into the brand > buying the brand
•
Build an active community
Connect around shared interests beyond product features
•
Market with and for your community
Create opportunities to act together towards your purpose
•
Actions> Ads
Broadcast what you and the community are doing