Download - Living Brands
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A NEW ERA FOR
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TARGET AUDIENCESPOSITIONING STATEMENTS3 YEAR PLANSBRAND PYRAMIDSTHE 4 P’SREASONS TO BELIEVECONCEPT TESTSSINGLE MINDED PROPOSITIONS360 DEGREE CONNECTIONS
FOR YEARS WE’VE BUILT BRANDS THROUGH ‘CALCULATED’ AND ‘FIXED’ GUIDELINES
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CREATING AN ABUNDANCE OF PRACTICES TO REFLECT DEPTH OF UNDERSTANDING AND DUE DILIGENCE
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IN SEARCH OF DIFFERENTIATION
THE WHITE SPACE NO ONE IS OCCUPYING, THE POSITION THAT NO ONE HAS TAKEN, THE
OWNABLE TERRITORY, AND THE BIG IDEA THAT WILL BE THE FOUNDATION OF THE BRAND
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MORE DATA, BETTER TECHNOLOGY, UNLIMITED
INFORMATION, COUNTLESS CHANNELS, TESTS, MORE
TESTS, AND NEW TESTS, ENDLESS OPPORTUNITIES
FOR CONNECTING AND TARGETING…
ARE NOT NECESSARILY MAKING US BETTER AT WHAT WE DO
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WHICH IS EASIER SAID THAN DONE
TO PLAY A REAL ROLE IN PEOPLE’S LIVES
RESIST THE USUAL
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THE PROBLEM IS THE WORLD HAS CHANGED … WHILE MARKETING IS HOLDING TIGHT TO WHAT THEY KNOW
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3 BIG SHIFTSTHAT HAVE CHANGED OUR INDUSTRY IN THE LAST DECADE
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1. DEEPER KNOWLEDGE OF CONSUMERBEHAVIOR• REAL TIME ANALYTICS• CONSTANTLY CONNECTED• AT EVERY AGE
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IMPLICATION:
SHIFTING FROM 360 DEGREES INTEGRATION TO 365 DAYS OF ENGAGEMENT
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2. INCREASING EXPECTATION TO PLAY A REAL ROLE IN PEOPLE‘S LIVES
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DEFINING THE ROLE THEY CAN PLAY IN PEOPLE’S LIVES
HOW A BRAND MAKES US FEELWHAT A BRAND STANDS FOR DEFINING THE BRAND’S REAL‐LIFE VALUE
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3. CONSTANTLY EVOLVING TECHNOLOGY LANDSCAPEScience is no longer a closed world, just for geeks. Digital and technological advances are enabling us to create in new ways–leading to new creative forms and helping us see a new appreciation of the digital as a thing of beauty.FORBES 2/04/2014 @ 4:46PM
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ENCOURAGING
CONTAGIOUS CONSUMER BEHAVIOUR
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WITH GREATER BRAND ENGAGEMENT COMES
REAL-TIME EXPECTATIONS
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BRANDS ARE FINALLY FEELING
WHAT IT IS LIKE TO BE A
TARGET!
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RESULTING IN AN …
URGENT BUT HEALTHY RE-BALANCE OF BRAND ENERGY
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SHIFTING US FROM THE SEARCH FOR …
WHAT BRANDS
WANT TO SAY
WHAT TARGET’S NEED TO HEAR
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TO A MUCH GREATER CONNECTION BASED ON …
WHAT ROLE DOES
THE BRAND
PLAY
WHAT TRULY INTERESTS PEOPLE
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WE ARE NO LONGER IN SEARCH OF THE BIG IDEA, INSTEAD WE NEED TO FIND …
AN IDEA THAT CAN BE BIG
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SHIFTING FROM THE NEED FOR PERFECTION TO
ENGAGEMENT
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OUR JOB TODAY IS NOT JUST TO SELL PRODUCTS BUT TO BRING OUR CLIENTS’ BRANDS TO LIFE
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LIVING BRANDSPRESENT AND PARTICIPATORY IN PEOPLE’S LIVES - NOT JUST EXISTING IN THE SOCIAL AND DIGITAL WORLD
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STRATEGICALLYTARGETSTALKING ATINSIGHT BASEDCONCEPT TESTEDMEASURING
PEOPLEBEHAVING ASTRUTH CONNECTEDDATA POWEREDREAL TIME ANALYTICS
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360 DEGREEA MESSAGEINTEGRATEDDIGITALBIG IDEA
365 DAYSAN EXPERINECECULTURALLY CONNECTEDENGAGEDIDEA THAT CAN BE BIG
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MANAGEMENTCMOSELLINGFACILITATINGMARKETING
BUSINESS STRATEGYC-SUITEPARTNERINGPROBLEM SOLVINGENTREPRENEURIAL
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WHERE TO START?
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BRANDS ARE NO DIFFERENT
IF YOU WANT TO ENGAGE WITH PEOPLE…YOU NEED TO BE INTERESTING
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TENSION + IRRESISTIBILITY =
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CLASSIC
IRREVRANTLY
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TRADITIONALLY
UNTRADITIONAL
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SERIOUSLY
HAPPY
BillboardREPORTS THAT IN ITS FIRST WEEK, THE SONG RACKED UP THE HIGHEST DIGITAL SALES TOTAL OF THE YEAR (544,000 DOWNLOADS)
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HARDWORKING
BOONDOGGLE
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HOW DO WE APPLY THIS TO BRANDS?
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OBSSESIVELY
FUNNY
“THE PRETZEL BACON CHEESEBURGER BECAME THE MOST SUCCESSFUL NEW HAMBURGERINTRODUCTION IN OUR COMPANY'S 40-YEAR HISTORY. SAME-STORE SALES FAREXCEEDED OUR EXPECTATIONS," SAID CRAIG BAHNER, WENDY'S CMO.
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HARDWORKING
LUXURY
“I CAN TAKE MY CLIENTS AROUND DURING THE WEEK AND YET I AM NEVER AFRAID TO PUT MY WET DOGS IN THERE ON THE WEEKEND. I WOULD NEVER DO THAT WITH MY MERCEDES.”LANDROVER OWNER, 2013
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ENABLING GREATER BRAND ENGAGEMENTWITH REAL-TIME EXPECTATIONS
Over 528,000 sessionsAverage 14 minutes per sessionReturn visit rate at over 15%Over 230MM media impressions in Week 1#1 best seller on Amazon
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EVERYDAY
ASPIRATION
ON THE 11TH APRIL 2006, M&S “SMASHED EXPECTATIONS”25 BY ANNOUNCING A FOURTH QUARTER INCREASE IN UK SALES OF 9.1% ON THEYEAR. FOOD SALES WERE UP 8.4%, WHILST SALES OF GENERAL MERCHANDISE ROSE BY 9.1%
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IRRESISTIBLY
A LITTLE BIT OF TENSION MAKES THINGS
ENGAGING
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THEY ARE NO LONGER STATIC…BUT LIVING ENTITIES
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WHEN BRANDS ARE ENGAGING … WE WANT TO SPEND MORE TIME WITH THEM
WE SEEK THEM OUT
WE TALK ABOUT THEM
WE CONNECT WITH THEM
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THE TENSITY OF LIVING BRANDS
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