SlideShare a Scribd company logo
#ProjectReconnect • 1We Are Social & The World Federation of Advertisers
WHAT MAKES A
GREAT BRAND?SENIOR MARKETERS SHARE THEIR THOUGHTS
we
are
social
#ProjectReconnect • 2We Are Social & The World Federation of Advertisers
#ProjectReconnect • 3We Are Social & The World Federation of Advertisers
We Are Social has been working with the
World Federation of Advertisers to explore
what best-practice marketing will look like
in the future, based on the projections of
the world’s top marketers. This document
shares some of our initial research findings.
#ProjectReconnect • 4We Are Social & The World Federation of Advertisers
VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP
MARKETERS WHAT DEFINES GREAT BRANDS
#ProjectReconnect • 5We Are Social & The World Federation of Advertisers
DURING OUR DISCUSSIONS, THE SAME FEW
BRANDS HAVE COME UP AGAIN AND AGAIN
#ProjectReconnect • 6We Are Social & The World Federation of Advertisers
WHAT DO THEY ALL HAVE IN COMMON?
#ProjectReconnect • 7We Are Social & The World Federation of Advertisers
WE’VE IDENTIFIED 5 ELEMENTS THAT
HELP TO MAKE A BRAND ‘GREAT’
5!
#ProjectReconnect • 8We Are Social & The World Federation of Advertisers
#1A GREAT BRAND’S VALUE
PROPOSITION EXTENDS
BEYOND ITS PRODUCTS
#ProjectReconnect • 9We Are Social & The World Federation of Advertisers
THE BEST BRANDS CHANGE OUR
PERCEPTIONS OF THE WORLD
#ProjectReconnect • 10We Are Social & The World Federation of Advertisers
EXAMPLE: RED BULL CHALLENGES PEOPLE’S
CONCEPT OF WHAT IS HUMANLY POSSIBLE
#ProjectReconnect • 11We Are Social & The World Federation of Advertisers
RED BULL INSPIRES US TO EXPLORE OUR
LIMITS, AND ACHIEVE SOMETHING MORE
#ProjectReconnect • 12We Are Social & The World Federation of Advertisers
TIP: DON’T DEFINE YOUR BRAND BY WHAT
YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN
#ProjectReconnect • 13We Are Social & The World Federation of Advertisers
#2GREAT BRANDS AREN’T
JUST DIFFERENTIATED;
THEY MAKE A DIFFERENCE
#ProjectReconnect • 14We Are Social & The World Federation of Advertisers
MARKETERS LOVE BRANDS
WITH A CONSCIENCE
#ProjectReconnect • 15We Are Social & The World Federation of Advertisers
BRANDS SHOULD OFFER SOMETHING TO
BUY INTO, NOT JUST SOMETHING TO BUY
#ProjectReconnect • 16We Are Social & The World Federation of Advertisers
EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND
PROMISE, NOT JUST THE BRAND’S PRODUCTS
#ProjectReconnect • 17We Are Social & The World Federation of Advertisers
TIP: BRING YOUR BRAND’S VALUE TO LIFE BY
BRINGING YOUR BRAND’S VALUES TO LIFE
#ProjectReconnect • 18We Are Social & The World Federation of Advertisers
#3GREAT BRANDS DON’T
INTERRUPT PEOPLE;
THEY INVOLVE THEM
#ProjectReconnect • 19We Are Social & The World Federation of Advertisers
MARKETING THAT ACTIVELY INVOLVES
THE AUDIENCE IS MORE ENGAGING
#ProjectReconnect • 20We Are Social & The World Federation of Advertisers
EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS
FROM ITS INCLUSIVE MARKETING APPROACH
#ProjectReconnect • 21We Are Social & The World Federation of Advertisers
TIP: ACTIVELY INVOLVE YOUR AUDIENCES
IN CO-CREATING A DEMOCRATIC BRAND
#ProjectReconnect • 22We Are Social & The World Federation of Advertisers
#4GREAT BRANDS
ENGAGE OUR
EMOTIONS
#ProjectReconnect • 23We Are Social & The World Federation of Advertisers
ACTIVITIES THAT RESONATE WITH AUDIENCES’
EXPERIENCES DRIVE GREATER ENGAGEMENT
#ProjectReconnect • 24We Are Social & The World Federation of Advertisers
EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS
CREATE A STRONG EMOTIONAL RESPONSE
#ProjectReconnect • 25We Are Social & The World Federation of Advertisers
APPEALING TO EMOTIONS DELIVERS MORE
PROFOUND AND ENDURING CONNECTIONS
#ProjectReconnect • 26We Are Social & The World Federation of Advertisers
TIP: AIM FOR HEART-
STRINGS, NOT EYEBALLS
#ProjectReconnect • 27We Are Social & The World Federation of Advertisers
#5GREAT BRANDS
HELP PEOPLE TO
HELP THEMSELVES
#ProjectReconnect • 28We Are Social & The World Federation of Advertisers
USE MARKETING TO HELP PEOPLE ACHIEVE
THEIR GOALS AS WELL AS BRAND GOALS
#ProjectReconnect • 29We Are Social & The World Federation of Advertisers
EXAMPLE: AMEX’S OPEN FORUM ENGAGES
PEOPLE THROUGH ADVICE, NOT ADVERTS
#ProjectReconnect • 30We Are Social & The World Federation of Advertisers
TIP: DELIVER VALUE IN EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION
#ProjectReconnect • 31We Are Social & The World Federation of Advertisers
PARTING
THOUGHT
#ProjectReconnect • 32We Are Social & The World Federation of Advertisers
DELIVER ACTIVITIES PEOPLE CARE ABOUT,
AND THEY’LL CARE ABOUT THE BRAND TOO
#ProjectReconnect • 33We Are Social & The World Federation of Advertisers
#PROJECTRECONNECT
@WFARECONNECT
SHARE YOUR THOUGHTS:!
#ProjectReconnect • 34We Are Social & The World Federation of Advertisers
~ Will Gilroy, World Federation of Advertisers!
“
ABOUT PROJECT RECONNECT!
Project Reconnect is an initiative from
the World Federation of Advertisers to listen
to what people really want from brands and
advertising. We aim to give marketers practical
guidance to help ensure their behaviour is in
tune with what people want and expect.
#ProjectReconnect • 35We Are Social & The World Federation of Advertisers
JOIN THE CONVERSATION:
HTTP://WWW.PROJECT-RECONNECT.COM
Making Friends & Influencing People • 45We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
wearesocial.sg • @wearesocialsg • 233We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

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What Makes A Great Brand?

  • 1. #ProjectReconnect • 1We Are Social & The World Federation of Advertisers WHAT MAKES A GREAT BRAND?SENIOR MARKETERS SHARE THEIR THOUGHTS we are social
  • 2. #ProjectReconnect • 2We Are Social & The World Federation of Advertisers
  • 3. #ProjectReconnect • 3We Are Social & The World Federation of Advertisers We Are Social has been working with the World Federation of Advertisers to explore what best-practice marketing will look like in the future, based on the projections of the world’s top marketers. This document shares some of our initial research findings.
  • 4. #ProjectReconnect • 4We Are Social & The World Federation of Advertisers VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP MARKETERS WHAT DEFINES GREAT BRANDS
  • 5. #ProjectReconnect • 5We Are Social & The World Federation of Advertisers DURING OUR DISCUSSIONS, THE SAME FEW BRANDS HAVE COME UP AGAIN AND AGAIN
  • 6. #ProjectReconnect • 6We Are Social & The World Federation of Advertisers WHAT DO THEY ALL HAVE IN COMMON?
  • 7. #ProjectReconnect • 7We Are Social & The World Federation of Advertisers WE’VE IDENTIFIED 5 ELEMENTS THAT HELP TO MAKE A BRAND ‘GREAT’ 5!
  • 8. #ProjectReconnect • 8We Are Social & The World Federation of Advertisers #1A GREAT BRAND’S VALUE PROPOSITION EXTENDS BEYOND ITS PRODUCTS
  • 9. #ProjectReconnect • 9We Are Social & The World Federation of Advertisers THE BEST BRANDS CHANGE OUR PERCEPTIONS OF THE WORLD
  • 10. #ProjectReconnect • 10We Are Social & The World Federation of Advertisers EXAMPLE: RED BULL CHALLENGES PEOPLE’S CONCEPT OF WHAT IS HUMANLY POSSIBLE
  • 11. #ProjectReconnect • 11We Are Social & The World Federation of Advertisers RED BULL INSPIRES US TO EXPLORE OUR LIMITS, AND ACHIEVE SOMETHING MORE
  • 12. #ProjectReconnect • 12We Are Social & The World Federation of Advertisers TIP: DON’T DEFINE YOUR BRAND BY WHAT YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN
  • 13. #ProjectReconnect • 13We Are Social & The World Federation of Advertisers #2GREAT BRANDS AREN’T JUST DIFFERENTIATED; THEY MAKE A DIFFERENCE
  • 14. #ProjectReconnect • 14We Are Social & The World Federation of Advertisers MARKETERS LOVE BRANDS WITH A CONSCIENCE
  • 15. #ProjectReconnect • 15We Are Social & The World Federation of Advertisers BRANDS SHOULD OFFER SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY
  • 16. #ProjectReconnect • 16We Are Social & The World Federation of Advertisers EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND PROMISE, NOT JUST THE BRAND’S PRODUCTS
  • 17. #ProjectReconnect • 17We Are Social & The World Federation of Advertisers TIP: BRING YOUR BRAND’S VALUE TO LIFE BY BRINGING YOUR BRAND’S VALUES TO LIFE
  • 18. #ProjectReconnect • 18We Are Social & The World Federation of Advertisers #3GREAT BRANDS DON’T INTERRUPT PEOPLE; THEY INVOLVE THEM
  • 19. #ProjectReconnect • 19We Are Social & The World Federation of Advertisers MARKETING THAT ACTIVELY INVOLVES THE AUDIENCE IS MORE ENGAGING
  • 20. #ProjectReconnect • 20We Are Social & The World Federation of Advertisers EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS FROM ITS INCLUSIVE MARKETING APPROACH
  • 21. #ProjectReconnect • 21We Are Social & The World Federation of Advertisers TIP: ACTIVELY INVOLVE YOUR AUDIENCES IN CO-CREATING A DEMOCRATIC BRAND
  • 22. #ProjectReconnect • 22We Are Social & The World Federation of Advertisers #4GREAT BRANDS ENGAGE OUR EMOTIONS
  • 23. #ProjectReconnect • 23We Are Social & The World Federation of Advertisers ACTIVITIES THAT RESONATE WITH AUDIENCES’ EXPERIENCES DRIVE GREATER ENGAGEMENT
  • 24. #ProjectReconnect • 24We Are Social & The World Federation of Advertisers EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS CREATE A STRONG EMOTIONAL RESPONSE
  • 25. #ProjectReconnect • 25We Are Social & The World Federation of Advertisers APPEALING TO EMOTIONS DELIVERS MORE PROFOUND AND ENDURING CONNECTIONS
  • 26. #ProjectReconnect • 26We Are Social & The World Federation of Advertisers TIP: AIM FOR HEART- STRINGS, NOT EYEBALLS
  • 27. #ProjectReconnect • 27We Are Social & The World Federation of Advertisers #5GREAT BRANDS HELP PEOPLE TO HELP THEMSELVES
  • 28. #ProjectReconnect • 28We Are Social & The World Federation of Advertisers USE MARKETING TO HELP PEOPLE ACHIEVE THEIR GOALS AS WELL AS BRAND GOALS
  • 29. #ProjectReconnect • 29We Are Social & The World Federation of Advertisers EXAMPLE: AMEX’S OPEN FORUM ENGAGES PEOPLE THROUGH ADVICE, NOT ADVERTS
  • 30. #ProjectReconnect • 30We Are Social & The World Federation of Advertisers TIP: DELIVER VALUE IN EVERY INTERACTION, NOT JUST THROUGH EVERY TRANSACTION
  • 31. #ProjectReconnect • 31We Are Social & The World Federation of Advertisers PARTING THOUGHT
  • 32. #ProjectReconnect • 32We Are Social & The World Federation of Advertisers DELIVER ACTIVITIES PEOPLE CARE ABOUT, AND THEY’LL CARE ABOUT THE BRAND TOO
  • 33. #ProjectReconnect • 33We Are Social & The World Federation of Advertisers #PROJECTRECONNECT @WFARECONNECT SHARE YOUR THOUGHTS:!
  • 34. #ProjectReconnect • 34We Are Social & The World Federation of Advertisers ~ Will Gilroy, World Federation of Advertisers! “ ABOUT PROJECT RECONNECT! Project Reconnect is an initiative from the World Federation of Advertisers to listen to what people really want from brands and advertising. We aim to give marketers practical guidance to help ensure their behaviour is in tune with what people want and expect.
  • 35. #ProjectReconnect • 35We Are Social & The World Federation of Advertisers JOIN THE CONVERSATION: HTTP://WWW.PROJECT-RECONNECT.COM
  • 36. Making Friends & Influencing People • 45We Are Social WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  • 37. wearesocial.sg • @wearesocialsg • 233We Are Social WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG