brand bravery image here - marketing society...patrick rosenthal / emospark / $375! 6. get personal...
Post on 11-Aug-2020
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PUT THE MOCO
IMAGE HERE –
READIING MAG
IN MASK
THE TEN
COMMANDMENTS OF
BRAND BRAVERY
Paul Kemp-Robertson
Co-founder / Contagious
@ContagiousPaul
1. ASK HERESY
QUESTIONS
BE COUNTER-INTUITIVE
“ARE WE A
TECHNOLOGY
COMPANY NOW?”
Nike / Fuel Points become currency
“WHY CAN’T YOU
PRINT MAKE-UP?”
‘The definition of beauty is
something women should be able
to control, not corporations.
The cosmetics industry makes a
whole lot of money on a whole lot
of bullshit.’
Grace Choi
Mink /
Mink / At-home makeup 3D printer
2. CREATE DYNAMIC
COLLABORATIONS
1 + 1 = 3
CONTEXT
Pantene & The Weather Channel /
Beautiful hair whatever the weather
• Pre-emptive advice
maps specific products
to consumer needs
• Smooths the path
to purchase
• Rewards engagement
with discount
• 33% sales increase
COLLABORATE ON
ENGAGEMENT, DON’T
COMPETE FOR
ATTENTION
One hyper-focused, personalized brand
communication is worth more than a thousand
almost-right messages
3. GO FOR THE WOW
FACTOR
CREATE SOME NOISE
M J Bale, Heritage Bank / Visa payWave
M J Bale, Heritage Bank /
4. HAVE A PURPOSE
SOLVE PROBLEMS /
Become part of a bigger eco-system
Brands can behave like NGOs
Coca-Cola / EKOCENTER
5. BE SOFTWARE
CENTRIC /
EMBRACE DATA
DATA AS STORYTELLER
HER
PERSONALISED
INTERACTION
Patrick Rosenthal / EmoSPARK / $375!
6. GET PERSONAL /
Try iBeacons
Mammut / Social Connect
Sproutling / Smart baby monitor
Cue / Bluetooth-enabled health tool
7. PLACE A LOT OF
SMALL BETS AND
GET TO WORK
JOIN THE 5% CLUB
Foxtel / Alert Shirt
Molecule-R / Aromafork
8. WEAPONIZE YOUR
AUDIENCE
SOCIAL BUSINESS
KLM / Social Business
9. THE WHEEL
DOESN’T ALWAYS
NEED REINVENTING
USE WHAT’S THERE
The Walking Dead + TV2 / Dating the dead
10. BE A KID.
STAY INQUISITIVE.
Moff / Bluetooth-enabled wristband
Jibo / Family friendly robot
Hristiyan Pavlov / Immersive Books
“Creating experiences has become the most
important medium for communicating with
customers. People must feel it”
Ivan Poupyrev / Disney Research
THANK YOU@ContagiousPaul
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