Shift. what next for brands (media city)
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Presentation to Marketeers in Vassa, Finland at MediaCity's 10th anniversary in September 2012. Exploring the cultural changes and pressure facing brands today with observations of how successful modern brands are evolving. (Detailed commentary on each slide in the notes section)
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Shift. what next for brands (media city)
- 1. Shift What next for brands? Stephen Stokes, Strategy Director @StephenStokes
- 2. Brands are in a state of crisis
- 4. Perceptions of brand quality down 24%
- 5. Big shifts in trust across the board Source: Y&R Brand Asset Valuator (20011 vs 2005)
- 6. People looking for different qualities from brands
- 8. Seven principles for brands in a new era
- 9. Classic Brands Conspicuous Offering Past Glories Corporate Behaviour Appear Authentic Myth Service Image Modern Brands Savvy Offering Defining the Future Human Values Prove Authentic Truth & Transparency Be Useful Act Big & Global Act Small & Local
- 11. Dacia Duster
- 12. H&M Partnerships
- 13. 2. Defining the Future
- 14. Apple launches
- 15. Chipolte
- 16. 3. Human Values
- 18. P&G Paralympics
- 20. Red Bull
- 21. Gatorade
- 22. Moleskine insert
- 23. 5. Truth & Transparency
- 25. M&S We boobed
- 26. 6. Be Useful
- 27. Evans Cycles bike pump
- 28. British Gas heating app
- 30. 7. Act Small & Local
- 33. Starbucks name on your cup
- 34. Royal Mail Gold post boxes
- 35. Classic Brands Conspicuous Offering Past & Present Glories Corporate Behaviour Appear Authentic Myth Service Image Modern Brands Savvy Offering Defining the Future Human Values Prove Authentic Truth & Transparency Be Useful Act Big & Global Act Small & Local
- 37. Stephen Stokes, Comms Strategist & Brand Planner @StephenStokes
Editor's Notes
- Today I want to talk to you about how modern brands are successfully being built in a new era, and within this highlight how they are using communications.
- Image credit: www.123rf.com (photo 4081740) First we need to understand what is happening to brands in this new era. (details of business decline still to add in)
- Economic conditions and economic uncertainty (Savings rate highest it’s been since 1994 in the UK) (add in more examples) Distrust of big business. Trust in brands down 35% over the past 10 years A more open and digitally fuelled era The rise of me-too brands that get close to matching established brands, but for in some cases substantially less has meant the “shine” has been lost on many brands
- First we need to understand what is happening to brands in this new era. (details of business decline still to add in)
- So here are 7 Principles for brands in a new era Brands don’t have to adhere to all 7, but many successful modern brands adopt a number of them
- Dacia launching in the UK with a no nonsense offering, suited to savvy shoppers. This Partnership with the Daily Telegraph newspaper, broke away from traditional car advertiser behaviour and went down a more “rational” route to older car buyers
- http://www.youtube.com/watch?v=aMfSGt6rHos
- Digging down, finding the human story
- http://www.youtube.com/watch?v=pSLOnR1s74o Christmas as it should be. Middle-class parents’ (and grand-parents’) affinity with a tale of a thoughtful child.
- P&G established their sponsorship of the Olympics and Paralympics with a more conventional use of TV But gave over their “slot” to present a medal to one of the Paralympians’ mums ( turning a “corporate” moment into a human one)
- Red Bull have been at the heart of extreme sports since their origins in the early 90s. Not only are they supporters of that community, they add tons of value, by innovating by creating their own new events (vs a less authentic brand that might merely badge an event)
- Gatorade: Historically at the heart of American Football To prove their authenticity to the American Football community, Gatorade created their own event, leveraging the insight that every ex-player, no matter what level they are at thinks that they’ve still got their playing ability in them. Created a series where crucial high school sports matches are replayed 15 or so years later – by the same players – all coached Live events (20,000+ attendance) TV programme Back story Online content Online community building http://www.youtube.com/watch?v=Kruq3ENh9lo Gatorade: Historically at the heart of American Football Created a series where crucial high school sports matches are replayed 15 or so years later – by the same players – all coached Live events (20,000+ attendance) TV programme Back story Online content Online community building
- Moleskine have a small insert in each of their notebooks, highlighting their history (and associating themselves with creative artists such as Picasso, van Gogh and Hemmingway!)
- Dominos turned a social media disaster into a positive outcome, but broadcasting all of the comments about them in social media on the biggest outdoor broadcast space there is in the US. On Times Square in NYC
- M&S were charging more for bigger bras !! Quickly admitted their mistake – turned it to their advantage! Matched prices and gave short-term discount
- http://www.youtube.com/watch?v=-A-7H4aOhq0 Coke’s creative use of interactive vending machines. E.g: this one which ask people to hug it – they are then rewarded with a free coke. People’s experiences are turned into an online film.
- Starbucks uses its cups as a medium. In 2012 they introduced their new concept of asking people for their name to write on their cups with a morning where they gave away free lattes.
- Starbucks uses its cups as a medium. In 2012 they introduced their new concept of asking people for their name to write on their cups with a morning where they gave away free lattes.
- Royal Mail painted iconic red post boxes gold in towns of Olympic gold medal winners