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Innovative Brand Communication
The document appears to be a presentation about communication and branding in the digital age. Some of the key points discussed include: - The rise of social networking and how it has changed communication patterns globally. Billions of people are now connecting and sharing content online. - Brands need to think about having a strong online presence across various social media platforms and how different digital tools can be leveraged as part of an integrated marketing strategy. - It's important for brands to think about transparency and how to build authentic connections with customers through digital channels. Storytelling and understanding what the brand means to people are emphasized. - Various frameworks are presented for how brands can link their online and offline activities together as part
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Innovative Brand Communication
- 1. Communication That Rocks a Boat! An afternoon with Ericsson at Nordic Light Hotel 2009 12 02 by Johan Ronnestam Saturday, December 5, 2009
- 2. Google Keyword ‘JohanRonnestam’ Saturday, December 5, 2009
- 3. Creative Director Art Director Strategy & Business development Saturday, December 5, 2009
- 4. Creative Director Art Director Strategy & Business development Integrated advertising Digital communication Planning Saturday, December 5, 2009
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- 7. A New Worldof Communication? Saturday, December 5, 2009
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- 13. 128 409 Uppsala Saturday, December 5, 2009
- 14. 2 874 860 Swedish Members Saturday, December 5, 2009
- 15. 127 760 Swedesa Week Saturday, December 5, 2009
- 16. 1.Kina 2.Indien 3.U.S.A 4.Facebook (+300 million) 5.Indonesien Saturday, December 5, 2009
- 17. “Next Generation Platforms (Social Networking + Mobile) Driving Unprecedented Change in Communications + Commerce” Mary Meeker Managing Director Morgan Stanley Saturday, December 5, 2009
- 18. Share Videos/Music/Photos/Stories Forum/Wall Posts Messaging Play Games Status Updates VoIP Calls Chat Saturday, December 5, 2009
- 19. Share Videos/Music/Photos/Stories Connectivity Presence Forum/Wall Posts Messaging Play Games Status Updates VoIP Calls Chat Saturday, December 5, 2009
- 20. Social Networking Mobile Share Videos/Music/Photos/Stories Connectivity Presence Forum/Wall Posts Messaging Play Games Status Updates VoIP Calls Chat 390 MM Users 57MM Users +153% +166% Saturday, December 5, 2009
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- 22. MSN Lunarstorm Jaiku Mac Autoblog Betty - Bronx, USA Katrina - Cologne, Germany Amazon Ruy - Buenos Aires, Argentina Baidu - Singapore, Republic of Singapore Jean - Paris, France Gary - Antalya, Turkey New York MIXI American apparels Sina - Acapulco, Hawaii,US Times Chikako - Tokyo, Japan Meihuh - Beijing, China Wire Robert - New York, US Wordpress Space Orkut ReadWriteWeb Yeshayahu - Tel Aviv, Israel Espn Liza - Rio De Janeiro, Brazil Ronin - Geneva, Switzerland Vicemag Ning Basecamp Jano - Lima, Peru Manchester, UK Clancy - Detroit, US Wening - Jakarta, Indonesia Stardoll Shelley - Bundoran, Ire Ruby on rails Helene - Stockholm, Sweden PC le docs LastFM Alesandrej & Leija - Moscov, Russia Stina - Mal Pais, Costa Rica ykjavík, Iceland Kitty - Oslo, Norway Picasa JohnJohn - BoraBora, French Polynesia Greg - Manchester, UK Twitter ndfeed Tony - Mexico City, Mexico World of PHP eBay openhagen, Denmark warcraft Sami - Helsinki, Finland WII Luke, James - Toronto, Canada YouTube Josephine - Barcelona, Spain Etef - Kairo, Egypt eshare Kelkoo Flea - Havanna, Cuba man - New Delhi, India Hintmag iMeem Flickr Gizmodo Flickr Gonzo - Rome, Italy Jessi - Dubai, United Arab Emirates Andy - Atlanta, US Ester - Rabat, Marocko Latifa - Beirut, Lebanon Wening - Jakarta, Indonesia Saturday, December 5, 2009
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- 24. Bro adc as Saturday, December 5, 2009
- 25. Consumer Brand Saturday, December 5, 2009
- 26. Consumer Brand Saturday, December 5, 2009
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- 29. n PU Pla OT S H ing m ix SW et M ark AID B t ra c PR fe n AS f d TV E st C ra Po t sit ion eg eri ng y tl er Ko rs PULL n ne Ba Saturday, December 5, 2009
- 30. THINK NEW THINK DIFFERENT Saturday, December 5, 2009
- 31. THINK DIFFERENT THINK NEW Saturday, December 5, 2009
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- 39. Innovation Entertainment Saturday, December 5, 2009
- 40. Innovation Entertainment Interactivity Saturday, December 5, 2009
- 41. Innovation Entertainment Interactivity Creativity Saturday, December 5, 2009
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- 44. You might thinkyou’re into Saturday, December 5, 2009
- 45. when in factyou’re into the business of... Saturday, December 5, 2009
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- 48. This Is aLogotype Saturday, December 5, 2009
- 49. This Is aProduct Saturday, December 5, 2009
- 50. This Is aCustomer Saturday, December 5, 2009
- 51. This Is aCustomer Saturday, December 5, 2009
- 52. This Is TheBrand Saturday, December 5, 2009
- 53. Brand = Saturday, December5, 2009
- 54. Father Mother Guard Casanova Guru BRAND Friend Adventurer STORY Clown Virgin Creative Rebel Hero ©Per Robert Öhlin Saturday, December 5, 2009
- 55. Father Mother Guard Casanova Guru BRAND Friend Adventurer STORY Clown Virgin Creative Rebel Hero ©Per Robert Öhlin Saturday, December 5, 2009
- 56. Father Mother Guard Casanova Guru BRAND Friend Adventurer STORY Clown Virgin Creative Rebel Hero ©Per Robert Öhlin Saturday, December 5, 2009
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- 58. How does thatfeel? How does that sound? How does that look? Saturday, December 5, 2009
- 59. How does thatfeel? How does that sound? How does that look? More important...what does it mean to ME? Saturday, December 5, 2009
- 60. You Can’t MoveA Brand Without Moving People Saturday, December 5, 2009
- 61. 13 Saturday, December 5,2009 things to think about
- 62. 1. Think Transparency Saturday, December 5, 2009
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- 72. 2. Think LikeA Nerd Saturday, December 5, 2009
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- 82. ...all the way! Saturday,December 5, 2009
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- 84. 3. Think Link Saturday,December 5, 2009
- 85. Your brand presence online Saturday, December 5, 2009
- 86. Services/ Your brand Offering presence online Saturday, December 5, 2009
- 87. Services/ Your brand Content Offering presence online Saturday, December 5, 2009
- 88. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Saturday, December 5, 2009
- 89. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Objective Saturday, December 5, 2009
- 90. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Objective Value Saturday, December 5, 2009
- 91. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Conversion Objective Value Saturday, December 5, 2009
- 92. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Conversion Objective Value Traffic Saturday, December 5, 2009
- 93. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Forum Comments etc... Conversion Objective Value Traffic Saturday, December 5, 2009
- 94. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value Traffic Saturday, December 5, 2009
- 95. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ Traffic Saturday, December 5, 2009
- 96. Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 97. PAI D Above & below the line advertising Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 98. PAI D Above & below the line advertising “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 99. PAI D PA ID Above & below SEM the line Search engine advertising marketing “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 100. PAI D PA ID FREE Above & below SEM SEO the line Search engine Search engine advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 101. PAI D PA ID FREE FREE Above & below SEM SEO The Social the line Search engine Search engine internet advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 102. PAI D PA ID FREE FREE Above & below SEM SEO The Social the line Search engine Search engine internet advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 103. MSN Lunarstorm Jaiku Mac Autoblog Betty - Bronx, USA Katrina - Cologne, Germany Amazon Ruy - Buenos Aires, Argentina Baidu - Singapore, Republic of Singapore Jean - Paris, France Gary - Antalya, Turkey New York MIXI American apparels Sina - Acapulco, Hawaii,US Times Chikako - Tokyo, Japan Meihuh - Beijing, China Wire Robert - New York, US Wordpress Space Orkut ReadWriteWeb Yeshayahu - Tel Aviv, Israel Espn Liza - Rio De Janeiro, Brazil Ronin - Geneva, Switzerland Vicemag Ning Basecamp Jano - Lima, Peru Manchester, UK Clancy - Detroit, US Wening - Jakarta, Indonesia Stardoll Shelley - Bundoran, Ire Ruby on rails Helene - Stockholm, Sweden PC le docs LastFM Alesandrej & Leija - Moscov, Russia Stina - Mal Pais, Costa Rica ykjavík, Iceland Kitty - Oslo, Norway Picasa JohnJohn - BoraBora, French Polynesia Greg - Manchester, UK Twitter ndfeed Tony - Mexico City, Mexico World of PHP eBay Copenhagen, Denmark warcraft Sami - Helsinki, Finland WII Luke, James - Toronto, Canada YouTube Josephine - Barcelona, Spain Etef - Kairo, Egypt deshare Kelkoo Flea - Havanna, Cuba oman - New Delhi, India Hintmag iMeem Flickr Gizmodo Flickr Gonzo - Rome, Italy Jessi - Dubai, United Arab Emirates Andy - Atlanta, US Ester - Rabat, Marocko Latifa - Beirut, Lebanon Wening - Jakarta, Indonesia Saturday, December 5, 2009
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- 108. Less than 2%can be viewed in the muséum Saturday, December 5, 2009
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- 117. PAI D PA ID FREE FREE Above & below SEM SEO The Social the line Search engine Search engine internet advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 118. PAI D PA ID FREE FREE Above & below SEM SEO The Social the line Search engine Search engine internet advertising marketing optimization “ABL & BTL” Advertising Internet PR Event Point of sale Packaging Move budgets etc... Services/ Your brand Content Offering presence online “Social content” Flickr YouTube Delicious RSS Widgets Wikis Usability Forum Product Comments presentation etc... Conversion Objective Value $ SUCCESS METRICS Traffic Saturday, December 5, 2009
- 119. 4. Think Big Saturday,December 5, 2009
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- 125. 5. Think Small Saturday,December 5, 2009
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- 128. 6. Think Viral Saturday,December 5, 2009
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- 131. the viral triangle Saturday,December 5, 2009
- 132. the viral triangle Partner / Celebrity Saturday, December 5, 2009
- 133. the viral triangle Partner / Celebrity Culture / Lifestyle Saturday, December 5, 2009
- 134. the viral triangle Brand / Product Partner / Celebrity Culture / Lifestyle Saturday, December 5, 2009
- 135. the viral triangle Brand / Product INNOVATIVE IDEA Partner / Celebrity Culture / Lifestyle Saturday, December 5, 2009
- 136. INNOVATIVE IDEA Saturday, December 5, 2009
- 137. INNOVATIVE IDEA Relation to partner Saturday, December 5, 2009
- 138. INNOVATIVE IDEA Relation to partner Relation to culture Saturday, December 5, 2009
- 139. Relation to brand INNOVATIVE IDEA Relation to partner Relation to culture Saturday, December 5, 2009
- 140. BRAND / PRODUCT Saturday,December 5, 2009
- 141. PARTNERS/CELEBRITIES Visionaire - Innovative Print House Sophie Calle, Andreas Gursky, Cai Guo-Qiang, Steven Klein, Yayoi Kusama, Alasdair McLellan, Steven Meisel, Guido Mocafico, Nicola Formichetti/Gareth Pugh, Sølve Sundsbø, and Mario Testino. Saturday, December 5, 2009
- 142. CULTURE Art of print Saturday, December 5, 2009
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- 144. KRUG’s paid reach BRAND CORE Saturday, December 5, 2009
- 145. Bloggers Email A private YouTube etc champagne club Search Collectors A socially connected KRUG’s paid reach blogger picks the story Twitters BRAND CORE More bloggers A newspaper picks up the paper A drink blogger writes about the campaign A design paper picks up the story and publishes an article Saturday, December 5, 2009
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- 147. 7. Think New No Matter What People Say Saturday, December 5, 2009
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- 154. 8. Think Value Saturday,December 5, 2009
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- 157. 9. Think TheNobody Saturday, December 5, 2009
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- 159. 10. Think Stupid Saturday,December 5, 2009
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- 163. 11. Think Sharing Saturday,December 5, 2009
- 164. What can you share? Saturday, December 5, 2009
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- 167. 12. Think ‘Beta’ Saturday,December 5, 2009
- 168. 43% of Googles products are beta Saturday, December 5, 2009
- 169. Old model ofcommunication Big idea, big strategy & a lot of time Big strategy © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 170. Old model ofcommunication Big idea, big strategy & a lot of time test with Big strategy consumers focus groups © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 171. Old model ofcommunication Big idea, big strategy & a lot of time adapt test with Big strategy consumers focus groups © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 172. Old model ofcommunication Big idea, big strategy & a lot of time adapt TVC Print test with Outdoor Big strategy Web Campaign consumers Event POS etc... focus groups Campaign © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 173. Old model ofcommunication Big idea, big strategy & a lot of time adapt measure TVC Print test with Outdoor Big strategy Web Campaign consumers Event POS etc... focus groups Campaign © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 174. Old model ofcommunication Big idea, big strategy & a lot of time adapt measure TVC Print test with Outdoor Another big Big strategy Web Campaign strategy consumers Event POS etc... focus groups Campaign © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 175. Old model ofcommunication Big idea, big strategy & a lot of time adapt measure TVC Print test with Outdoor Another big Big strategy Web Campaign strategy consumers Event POS etc... focus groups Campaign © David Armano - Logic + Emotion, Saturday, December 5, 2009
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- 177. The new modelof product communication Micro launches, insight, iterations Small strategy © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 178. The new modelof product communication Micro launches, insight, iterations plan build launch measure Iterative development Small strategy © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 179. The new modelof product communication Micro launches, insight, iterations plan insight build launch measure modify small strategi Iterative development Small strategy Knowledge © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 180. The new modelof product communication Micro launches, insight, iterations plan insight build launch measure modify small strategi Iterative development plan build launch measure Small strategy Knowledge iterative development © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 181. The new modelof product communication Micro launches, insight, iterations modify plan insight build launch insight small strategy measure modify small strategi Iterative development plan build launch measure Knowledge Small strategy Knowledge iterative development © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 182. The new modelof product communication Micro launches, insight, iterations modify go on! plan insight build launch insight small strategy measure modify small strategi Iterative development plan build launch measure Knowledge Small strategy Knowledge try something iterative development different © David Armano - Logic + Emotion, Saturday, December 5, 2009
- 183. m f i i lit i m i lit lit m ite ite lit lit ku t ku lär ite lär ite pr m f m f i i i lit i lit m f m m i ite lit ite lit i lit m lit ku lit ku ite lit lär ite pr lär ite pr lit ku lär ite pr m f m f i i i lit i lit m m m f ite lit ite lit i i lit lit ku ku m lär ite pr lit ite lit lär ite pr lit ku m f lär ite pr m f i i i lit i lit m m lit m f ite lit ite i ku i lit lit ku lit m lär ite pr lär ite pr ite lit lit ku m f lär ite pr i m f i lit i m i lit lit m ite lit m f ite i i lit lit ku m f ku m lär ite pr i lit lit i lit lär ite pr m ite lit ku lär ite pr ku lit lär ite pr © David Armano - Logic + Emotion, Saturday, December 5, 2009
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- 185. 13. Think BullsEye Saturday, December 5, 2009
- 186. It’s NOT about reaching 1000 000 in order to sell to 100 Saturday, December 5, 2009
- 187. It’s about reaching10 people that reach 100 people that reach 1000 people that... Saturday, December 5, 2009
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- 189. Scott McCloud Comics Saturday, December 5, 2009
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- 192. The viral triangle Google Chrome A comic book about Google Chrome The world Scott McCloud of comics Saturday, December 5, 2009
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- 194. In 2010 Saturday, December5, 2009
- 195. • Think Outside the Box Saturday, December 5, 2009
- 196. This is wherewe want to be ...we end up here Saturday, December 5, 2009
- 197. This is wherewe want to be ...we end up here Insight + Goal Saturday, December 5, 2009
- 198. • Think Outside the Box • Set New Goals Saturday, December 5, 2009
- 199. Goal = xxx Saturday,December 5, 2009
- 200. Set Your Goal= xxxx Saturday, December 5, 2009
- 201. • Think Outside the Box • Set New Goals Saturday, December 5, 2009
- 202. • Think Outside the Box • Set New Goals • Fight For Your Ideas - Don’t compromise Saturday, December 5, 2009
- 203. • Think Outside the Box • Set New Goals • Fight For Your Ideas - Don’t compromise • Always Do More Saturday, December 5, 2009
- 204. • Think Outside the Box • Set New Goals • Fight For Your Ideas - Don’t compromise • Always Do More • Overachieve Budgets Saturday, December 5, 2009
- 205. • Think Outside the Box • Set New Goals • Fight For Your Ideas - Don’t compromise • Always Do More • Overachieve Budgets • Think Social Saturday, December 5, 2009
- 206. • Think Outside the Box • Set New Goals • Fight For Your Ideas - Don’t compromise • Always Do More • Overachieve Budgets • Think Social Saturday, December 5, 2009
- 207. • Think Outside the Box • Set New Goals • Fight For Your Ideas - Don’t compromise • Always Do More • Overachieve Budgets • Think Social • Dare To Be Different - Dare To Fail Saturday, December 5, 2009
- 208. • Think Outside the Box • Set New Goals • Fight For Your Ideas - Don’t compromise • Always Do More • Overachieve Budgets • Think Social • Dare To Be Different - Dare To Fail • Demand More Of Others AND Yourselves Saturday, December 5, 2009
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- 211. Your future client Saturday,December 5, 2009
- 212. www.ronnestam.com www.twitter.com/ronnestam www.facebook.com/ronnestam www.flickr.com/ronnestam Saturday, December 5, 2009