The document discusses what defines a great brand according to senior marketers. It identifies 5 key elements that help make a brand great: 1) having a value proposition that extends beyond products, 2) making a difference rather than just being differentiated, 3) involving audiences rather than just interrupting them, 4) engaging emotions, and 5) helping people help themselves. Examples are provided for each element along with tips for applying them.

1. WHAT MAKES A
GREAT BRAND?
SENIOR MARKETERS SHARE THEIR THOUGHTS
awree social
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2. We Are Social & The World Federation of Advertisers #ProjectReconnect • 2

3. 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.
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4. VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP
MARKETERS WHAT DEFINES GREAT BRANDS
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5. DURING OUR DISCUSSIONS, THE SAME FEW
BRANDS HAVE COME UP AGAIN AND AGAIN
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6. WHAT DO THEY ALL HAVE IN COMMON?
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7. 5!
WE’VE IDENTIFIED 5 ELEMENTS THAT
HELP TO MAKE A BRAND ‘GREAT’
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8. #1
A GREAT BRAND’S VALUE
PROPOSITION EXTENDS
BEYOND ITS PRODUCTS
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9. THE BEST BRANDS CHANGE OUR
PERCEPTIONS OF THE WORLD
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10. EXAMPLE: RED BULL CHALLENGES PEOPLE’S
CONCEPT OF WHAT IS HUMANLY POSSIBLE
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11. RED BULL INSPIRES US TO EXPLORE OUR
LIMITS, AND ACHIEVE SOMETHING MORE
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12. TIP: DON’T DEFINE YOUR BRAND BY WHAT
YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN
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13. #2
GREAT BRANDS AREN’T
JUST DIFFERENTIATED;
THEY MAKE A DIFFERENCE
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14. MARKETERS LOVE BRANDS
WITH A CONSCIENCE
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15. BRANDS SHOULD OFFER SOMETHING TO
BUY INTO, NOT JUST SOMETHING TO BUY
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16. EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND
PROMISE, NOT JUST THE BRAND’S PRODUCTS
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17. TIP: BRING YOUR BRAND’S VALUE TO LIFE BY
BRINGING YOUR BRAND’S VALUES TO LIFE
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18. #3
GREAT BRANDS DON’T
INTERRUPT PEOPLE;
THEY INVOLVE THEM
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19. MARKETING THAT ACTIVELY INVOLVES
THE AUDIENCE IS MORE ENGAGING
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20. EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS
FROM ITS INCLUSIVE MARKETING APPROACH
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21. TIP: ACTIVELY INVOLVE YOUR AUDIENCES
IN CO-CREATING A DEMOCRATIC BRAND
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22. #4
GREAT BRANDS
ENGAGE OUR
EMOTIONS
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23. ACTIVITIES THAT RESONATE WITH AUDIENCES’
EXPERIENCES DRIVE GREATER ENGAGEMENT
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24. EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS
CREATE A STRONG EMOTIONAL RESPONSE
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25. APPEALING TO EMOTIONS DELIVERS MORE
PROFOUND AND ENDURING CONNECTIONS
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26. TIP: AIM FOR HEART-STRINGS,
NOT EYEBALLS
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27. #5
GREAT BRANDS
HELP PEOPLE TO
HELP THEMSELVES
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28. USE MARKETING TO HELP PEOPLE ACHIEVE
THEIR GOALS AS WELL AS BRAND GOALS
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29. EXAMPLE: AMEX’S OPEN FORUM ENGAGES
PEOPLE THROUGH ADVICE, NOT ADVERTS
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30. TIP: DELIVER VALUE IN EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION
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31. PARTING
THOUGHT
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32. DELIVER ACTIVITIES PEOPLE CARE ABOUT,
AND THEY’LL CARE ABOUT THE BRAND TOO
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33. SHARE YOUR THOUGHTS:!
#PROJECTRECONNECT
@WFARECONNECT
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34. 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.
~ Will Gilroy, World Federation of Advertisers!
“
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35. JOIN THE CONVERSATION:
HTTP://WWW.PROJECT-RECONNECT.COM
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36. 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.
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37. WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG
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