This document discusses branding and why it is important. It covers why people play video games in general and music games specifically. It then analyzes why people may choose Rock Band over Guitar Hero, focusing on authenticity. Authenticity in a music game means embracing rock music's natural diversity. A unified music platform with a diverse song library is more authentic than separate music games with add-ons and expansion packs. This helps provide players with a more enjoyable experience that better matches their varied musical tastes.
V Park Party. Digital strategy entry for the ad-tech digital young guns sydne...Demetrio Gil
2012 Entry for the ad-tech digital young guns competition. Digital Strategy by "Dom"/ Demetrio Gil from Voodoo Interactive. Special Thanks to Amy Wenden and www.VoodooInteractive.com.au
Ксения Михайленко. OMD. Affordable Happiness, or FMCG in crisis. Рецепт от кр...StarLightSales
Стратегический Директор Optimum Media OMD Ксения Михайленко на конференции "Рецепт от кризиса", 12.06.2014, рассказала о специфике нынешнего кризиса для категории FMCG. В основном брэнды привыкли соревноваться в кризис на территории цен. В борьбе за самую низкую цену в FMCG всегда побеждают Private Labels торговых сетей. Противостоять им можно, только если ваш брэнд готов предоставить «вознаграждение» выше Private Labels, чтобы оправдать разницу в цене. На уровне продуктов разница не всегда ощутима, поэтому может быть передана в основном на уровне брэнда и его коммуникации. Поэтому ставку нужно делать или на продвижение брэнда (а для FMCG это в первую очередь ТВ) или на продажи по самой низкой цене.
This presentation presents a marketing plan of an app titled Notefy, a virtual platform exclusively for students to share notes, discuss ideas mentor juniors and spread knowledge.
This presentation is prepared by Pallabh Bhura of Jadavpur University during a marketing internship under Professor Sameer Mathur, IIM Lucknow.
V Park Party. Digital strategy entry for the ad-tech digital young guns sydne...Demetrio Gil
2012 Entry for the ad-tech digital young guns competition. Digital Strategy by "Dom"/ Demetrio Gil from Voodoo Interactive. Special Thanks to Amy Wenden and www.VoodooInteractive.com.au
Ксения Михайленко. OMD. Affordable Happiness, or FMCG in crisis. Рецепт от кр...StarLightSales
Стратегический Директор Optimum Media OMD Ксения Михайленко на конференции "Рецепт от кризиса", 12.06.2014, рассказала о специфике нынешнего кризиса для категории FMCG. В основном брэнды привыкли соревноваться в кризис на территории цен. В борьбе за самую низкую цену в FMCG всегда побеждают Private Labels торговых сетей. Противостоять им можно, только если ваш брэнд готов предоставить «вознаграждение» выше Private Labels, чтобы оправдать разницу в цене. На уровне продуктов разница не всегда ощутима, поэтому может быть передана в основном на уровне брэнда и его коммуникации. Поэтому ставку нужно делать или на продвижение брэнда (а для FMCG это в первую очередь ТВ) или на продажи по самой низкой цене.
This presentation presents a marketing plan of an app titled Notefy, a virtual platform exclusively for students to share notes, discuss ideas mentor juniors and spread knowledge.
This presentation is prepared by Pallabh Bhura of Jadavpur University during a marketing internship under Professor Sameer Mathur, IIM Lucknow.
Your time is limited, so don’t waste it living someone’s life! - Steve JobsVinay C
This is a quote from Steve Job's commencement address at Stanford University in 2005.
"Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma — which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary."
Finding your mustache melville chamber of commerceJeph Maystruck
The world has changed, you don't consume information in the same way anymore, you are always connected and there's a digital footprint for everything you now do. Facebook and Twitter aren't changing our world, instant communication with the entire world is.
Once you realize the potential of the internet you'll understand why I want you to find your mustache. You know, your super power, your purple cow, your competitive advantage, your 'it' factor. What ever it is start telling your story online in a compelling way.
Remember, we only go online for two reasons, to solve a problem or entertain ourselves. Nothing else.
Introduces the concept of the Invisible Mentor (a unique leader you can learn things from) an alternative to a traditional mentoring relationship and explains why invisible mentors are important.
This workshop from the Attention summit covers moment marketing in action and how to reach your moment in the spotlight.
Moment marketing is the ability to participate in macro moments, spot micro moments and target them to reach people when they are most engaged.
Be visible across all stages of the purchase journey, offer practical information and frame it in a way which clearly answers the question. Be quick and communicate concisely.
We do not remember the days, we remember the moments...
No time to waste - the state of the circular economy innovation in the chemic...Finch & Beak
Between April and July 2016 Finch & Beak conducted a research on the maturity of circularity in the chemical sector. The methodology consisted of a combination of desk research, an online questionnaire, in-depth interviews, and
meta-data from Dow Jones Sustainability Index composer, RobecoSAM and eRevalue.
The key findings of our study are that frontrunners are more often specialty chemicals companies, positioned at the end of the value chain. Their approach towards a circular model is characterized through a higher innovation success rate, more value chain collaboration and higher leadership commitment.
Presentation on Archetype.
There are 12 types of Archetype. Among those I chose Outlaw as my archetype.Archetypes are often used in myths and storytelling across different cultures.So,Using these archetypes to build strong BRANDS.
If you were a brand which archetype would tell your story?
Enjoy this Presentation on a totally unique Topic..
These are slides that I created for a group presentation for my Advertising & Communications class (ADMS 4240, Winter 2011). The style and tone of the presentation was deliberately chosen to capture the feel of Diesel's 'Be Stupid' Campaign
I Would Do Anything For A Like But I Won't Do ThatJeph Maystruck
In a world where anyone can be a publisher, you have to fight for the most valuable asset of all, people's attention. Every day it gets more difficult to stand out, but every day you have an opportunity to stand out.
When it comes to Social media don’t forget the social part of it. No one cares about you until you care about them. Engage, interact, retweet, like, and share. Help others and eventually they will help you.
People only go online for two reasons, to solve a problem or to entertain themselves, nothing else. Remember this when you’re publishing on your website and sending email.
I would do anything for a like, but I won’t do that.
What do we share?
The absolutely, positively, without a doubt best things about our school are:__________.
We could interact with ___________________ on Twitter, ___________________ too, as well as ___________________. A good list to follow would be ___________________ and ___________________ would be a great hash tag to search.
On Twitter we could do a really cool ___________________ contest to give away __________________ to our friends.
We could do a really cool ___________________ contest to give away __________________ to our fans. Remember, Facebook only allows 10-12% of your fans to see your posts, bump up liberally. We could start a weekly __________________ to engage people on our page.
Instagram
People would really want to see ___________________ at our school, as well as ___________________ and ___________________.
We could do a really cool ___________________ contest to give away __________________ to our friends.
People want to follow us on social media because _________________________.
Don’t tell people to like your institution, give people reason to like it.
Don’t tell people to follow you online, give people a reason to like you online.
Don’t tell people to share something, give people a reason to share what you are doing.
This deck was made to share with junior planners and planning trainees at our agency to give them some sort of structure to what appears to be a hard nut to crack: writing The Strategy.
Michael Scissons, co-founder of FlashStock, presents his keynote presentation from InstaCamp Toronto. This is the guide to developing a strategy for Instagram marketing. An overview on how to transform your Instagram marketing strategy, execution and measurement through applying a strategic framework to visual brand building.
This presentation covers:
- Instagram Key User Facts
- Visual Marketing Key Facts
- Why Instagram is Important
- Instagram Brand Adoption Curve
- Brand Adoption By Vertical
- Instagram Marketing Strategy Framework
- "How to" Create Archetypes, Themes and Occasions in Instagram Visuals.
- Overview of Classic Storytelling Pillars
- Overview of How to Create Photography Guidelines
- 10 Instagram Marketing Commandments
Your time is limited, so don’t waste it living someone’s life! - Steve JobsVinay C
This is a quote from Steve Job's commencement address at Stanford University in 2005.
"Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma — which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary."
Finding your mustache melville chamber of commerceJeph Maystruck
The world has changed, you don't consume information in the same way anymore, you are always connected and there's a digital footprint for everything you now do. Facebook and Twitter aren't changing our world, instant communication with the entire world is.
Once you realize the potential of the internet you'll understand why I want you to find your mustache. You know, your super power, your purple cow, your competitive advantage, your 'it' factor. What ever it is start telling your story online in a compelling way.
Remember, we only go online for two reasons, to solve a problem or entertain ourselves. Nothing else.
Introduces the concept of the Invisible Mentor (a unique leader you can learn things from) an alternative to a traditional mentoring relationship and explains why invisible mentors are important.
This workshop from the Attention summit covers moment marketing in action and how to reach your moment in the spotlight.
Moment marketing is the ability to participate in macro moments, spot micro moments and target them to reach people when they are most engaged.
Be visible across all stages of the purchase journey, offer practical information and frame it in a way which clearly answers the question. Be quick and communicate concisely.
We do not remember the days, we remember the moments...
No time to waste - the state of the circular economy innovation in the chemic...Finch & Beak
Between April and July 2016 Finch & Beak conducted a research on the maturity of circularity in the chemical sector. The methodology consisted of a combination of desk research, an online questionnaire, in-depth interviews, and
meta-data from Dow Jones Sustainability Index composer, RobecoSAM and eRevalue.
The key findings of our study are that frontrunners are more often specialty chemicals companies, positioned at the end of the value chain. Their approach towards a circular model is characterized through a higher innovation success rate, more value chain collaboration and higher leadership commitment.
Presentation on Archetype.
There are 12 types of Archetype. Among those I chose Outlaw as my archetype.Archetypes are often used in myths and storytelling across different cultures.So,Using these archetypes to build strong BRANDS.
If you were a brand which archetype would tell your story?
Enjoy this Presentation on a totally unique Topic..
These are slides that I created for a group presentation for my Advertising & Communications class (ADMS 4240, Winter 2011). The style and tone of the presentation was deliberately chosen to capture the feel of Diesel's 'Be Stupid' Campaign
I Would Do Anything For A Like But I Won't Do ThatJeph Maystruck
In a world where anyone can be a publisher, you have to fight for the most valuable asset of all, people's attention. Every day it gets more difficult to stand out, but every day you have an opportunity to stand out.
When it comes to Social media don’t forget the social part of it. No one cares about you until you care about them. Engage, interact, retweet, like, and share. Help others and eventually they will help you.
People only go online for two reasons, to solve a problem or to entertain themselves, nothing else. Remember this when you’re publishing on your website and sending email.
I would do anything for a like, but I won’t do that.
What do we share?
The absolutely, positively, without a doubt best things about our school are:__________.
We could interact with ___________________ on Twitter, ___________________ too, as well as ___________________. A good list to follow would be ___________________ and ___________________ would be a great hash tag to search.
On Twitter we could do a really cool ___________________ contest to give away __________________ to our friends.
We could do a really cool ___________________ contest to give away __________________ to our fans. Remember, Facebook only allows 10-12% of your fans to see your posts, bump up liberally. We could start a weekly __________________ to engage people on our page.
Instagram
People would really want to see ___________________ at our school, as well as ___________________ and ___________________.
We could do a really cool ___________________ contest to give away __________________ to our friends.
People want to follow us on social media because _________________________.
Don’t tell people to like your institution, give people reason to like it.
Don’t tell people to follow you online, give people a reason to like you online.
Don’t tell people to share something, give people a reason to share what you are doing.
This deck was made to share with junior planners and planning trainees at our agency to give them some sort of structure to what appears to be a hard nut to crack: writing The Strategy.
Michael Scissons, co-founder of FlashStock, presents his keynote presentation from InstaCamp Toronto. This is the guide to developing a strategy for Instagram marketing. An overview on how to transform your Instagram marketing strategy, execution and measurement through applying a strategic framework to visual brand building.
This presentation covers:
- Instagram Key User Facts
- Visual Marketing Key Facts
- Why Instagram is Important
- Instagram Brand Adoption Curve
- Brand Adoption By Vertical
- Instagram Marketing Strategy Framework
- "How to" Create Archetypes, Themes and Occasions in Instagram Visuals.
- Overview of Classic Storytelling Pillars
- Overview of How to Create Photography Guidelines
- 10 Instagram Marketing Commandments
4. A brand is the mental image
of a product in a consumer’s mind
“The primary role of advertising
is to say who you are”
Don Hudler, VP of Marketing, Saturn
4 | XX
6. The Purpose of a strong brand/identity
Invite and create
a more intense
relationship
between the
company/product
and the user
6 | XX
7. The Unholy Trinity
Without a good product, Everything has to flow out of the identity:
branding is nothing Difference between reality & marketing posture
BRAND Advertising is the
Brand is the sum of expression of the
communications brand identity.
ADVERTISING
Drawing inspiration Delivery of the
Be true to the material advertising promise
PRODUCT / GAME
Instruments, technical issues, features,
chart quality, track list (songs I like/know), price, etc.
7 | XX
8. A brand does not exist in a vacuum
ECOSYSTEM
The Market (video games)
The category (music video games)
The consumers’ behavior
The product & its competitors (RB vs. GH)
The parties involved ( Harmonix, MTV, EA)
Image : Beko – “Quiet” 8 | XX
9. The Big Funnel
Why do people play Market
video games? Level
Why do people play Category
music games? Level
Why would people Product/Brand
play Rock Band? Level
9 | XX
11. Why do people play video games?
72% “A fun way to spend time”
(vs. 68% for TV/cinema)
48% “Stimulates the imagination”
(vs. 35% for TV)
Image : BMW – “Ultimate Attraction” | Source: Nielsen Games, July 2008 11 | XX
12. Escapism: “Live in Your World, Play in ours”
Image : PlayStation 2 – “New SKin “ 12 | XX
13. Vicarious joy of self-projection
I like to pretend I’m someone else and have a visual proof in front of me to make it real.
Image : PlayStation 2 – “Head “ 13 | XX
14. Pretend to be who you would have loved to be
(had you had the power to decide)
Image : PlayStation 2 – “Second Skin “ 14 | XX
20. Two key drivers to the same object
Social
Gaming
&
Music
Image : Levi’s – “Music” 20 | XX
21. 5 attitudinal segments of music/singing/rhythm gamers
Hardcore Non Musical
PRIMARY music
TARGETS enthusiasts Socialites
(22%) (24%)
(46%)
Casual
SECONDARY Music Game Reserved Knowledgeable
TARGETS Lovers Renters Loners
(17%)
(33%) (16%) (20%)
21 | XX
22. Getting to know our two primary targets
HARDCORE MUSIC ENTHUSIASTS
Hardcore Driven by music passion
music Emulation of reality
enthusiasts
(22%) Reproduction of the real deal
Projection of themselves
Living the dream/music fantasy
People who didn’t think of themselves as gamers
We let non-musicians experience the excitement of being a band
Driven by the “Start a band” part of Rock Band’s tagline
NON MUSICAL SOCIALITES
Driven by the social experience
Non Musical
Socialites Fun part of the rock life
(24%) Driven by the “Rock YOUR world”
22 | XX
23. Seduction by capillarity (i.e. word-of mouth)
PRIMARY Hardcore
music Non Musical
TARGETS (46%) enthusiasts Socialites
Influencers (22%) (24%)
Brand advocates
SECONDARY Casual
Reserved
TARGETS (33%) Music Game Knowledgeable
Lovers Renters Loners
Reached indirectly (17%)
through word-of-mouth (16%) (20%)
Followers
Difficult to reach
Impervious to advertising
and word-of-mouth
(self-educated consumer)
23 | XX
24. Spot the difference (Part 1/2)
Image : E3 2008 stands (2K sports stand) 24 | XX
25. Spot the difference (Part 2/2)
Image : E3 2008 stands (Rock Band stand) 25 | XX
26. The social aspect of gaming
Not a hobby for lonely nerds anymore
GAMES ARE
FUN TO PLAY
MUSIC GAMES ARE
FUN TO PLAY
& WATCH
Image : PlayStation 2 – “Plugs “ 26 | XX
28. The key of the battle is in the quest for realism
Reality Fantasy
DISTANCE BETWEEN BOTH CLOSES WITH AUTHENTICITY
The experience gets better with how authentic it feels
Dreams are more enjoyable when they are closer to the real deal
This is what gamers are looking for (believable escapism)
This is what music gamers are looking for (credible emulation)
28 | XX
30. WHAT DOES AUTHENTICITY MEAN?
Authenticity means embracing
rock in its natural diversity
30 | XX
31. Proof of authenticity: the music platform factor
UNIFIED MUSIC PLATFORM SEVERAL MUSIC GAMES
Unparalleled variety of songs and rock genres Logic of add-ons/expansion packs
Motley Crue selling more on RB than on iTunes specific to the video game industry
Diverse / unique / versatile / polymorphous / multifarious
31 | XX
32. Why is the song library diversity so important?
+ =
A player’s enjoyment of The more diverse
the game depends upon People’s taste and large the song
his/her enjoyment of in music is library is, the
the music the game is incredibly broadest appeal the
based on fragmented game will have
32 | XX
33. Two very different ways to reach mass audiences
A GAME FOR YOU, A GAME FOR
WHOEVER YOU ARE EVERYBODY
33 | XX
34. Proof of authenticity: developer’s credibility
MUSIC COMPANY GAME COMPANY
MAKING GAMES MAKING MUSIC GAMES
Legacy of pioneers of No prior experience
interactive music in the music universe
Frequency Tony Hawk franchise
Amplitude Gun
Phase Guitar Hero III
Guitar Hero 1&2
Rock Band franchise
Harmonix’ own bands +
relationship with music
34 | XX
35. Proof of authenticity: involvement
Instantaneous music universe recognition
Powerful music brand (industry giant)
35 | XX
36. MTV Brand Manifesto
“DARE TO CHANGE”
Self-expression
Freedom
Discovery
Rebellion
Movement
Accessibility
Open-mindedness
Meaningfulness
Innovation
Inventiveness
Experimentation
Exploration
Genuineness
Party-starting
Inspiration
Independence
Authenticity
36 | XX
37. August 1st, 1981
Video Killed the Radio Star
First revolution in music industry
(in how people engage with their music)
39. WHAT DOES AUTHENTICITY MEAN?
Authenticity means we’re blurring
the line between fantasy and reality
39 | XX
40. Proof of authenticity: master tracks instead of covers
WRONG!
NO!
DON’T!
BAD! NO!
40 | XX
41. Proof of authenticity: the figurines
CUSTOM-MADE FIGURINES McFARLANE’S TOYS
Custom-made figurines of your band 4 action figures based on game characters
Plasticity/comical/cartoony feeling
Source: http://www.spawn.com/news/news2.aspx?id=13394 41 | XX
42. Proof of authenticity: the drums
PLAY DRUMS PLAY GAMES
Real electronic set built by engineers at
Alesis (professional electronic drums).
(And an authentic price, too: $300)
Source: http://www.drumrocker.com 42 | XX
43. WHAT DOES AUTHENTICITY MEAN?
Authenticity is NOT being boring
Authenticity is NOT being exclusive
(we remain accessible to large audiences)
43 | XX
44. WHAT DOES AUTHENTICITY MEAN?
Authenticity is not just about better performance,
but about the attitude, the spirit, the emotional payoff
44 | XX
45. WHAT DOES AUTHENTICITY MEAN?
Experiencing the rock universe/atmosphere
Inviting people to share our philosophy
Establishing Rock as our mantra
(a deep, intimate connection, a way of life you can aspire to)
45 | XX
46. HOW DO WE DIFFERENTIATE OURSELVES?
Go beyond saying that playing RB feels like the real deal.
Authenticity is innately assumed
and infused into all communications
This way, GH becomes the clunky Fisher Price of music games;
we are the closest thing you can get from the real feel.
46 | XX
47. is about the feeling you get
from playing the game
is about the feeling you get
from playing rock
47 | XX