revisiting the old rules of branding

28
Revisiting the old rules of branding

Upload: bridget-jung

Post on 23-Aug-2014

7.780 views

Category:

Marketing


3 download

DESCRIPTION

You can’t just “add-on” a digital dimension to a brand. We are going to look at revisiting the old rules of branding to explore how brands can be digital (from the inside).

TRANSCRIPT

Page 1: Revisiting The Old Rules Of Branding

Revisiting the old rules of branding

Page 2: Revisiting The Old Rules Of Branding

BRIDGET JUNG CHIEF CREATIVE OFFICER

DIGITASLBI PARIS @BRIDOO

JEAN-PHILIPPE MARTZEL PLANNING & STRATEGY DIRECTOR

DIGITASLBI PARIS @JPMARTZEL

Revisiting the old rules of branding

Page 3: Revisiting The Old Rules Of Branding

“CAN YOU GIVE US A DIGITAL POSITIONING FOR OUR BRAND?”

(WE GET THIS QUESTION A LOT)

Page 4: Revisiting The Old Rules Of Branding

HOWEVER, YOU CAN’T JUST “ADD-ON” A DIGITAL DIMENSION TO A BRAND PLATFORM.

Page 5: Revisiting The Old Rules Of Branding

IT WOULD BE LIKE ASKING A MECHANIC TO ADD WINGS TO A CAR IN ORDER TO MAKE A PLANE…

Page 6: Revisiting The Old Rules Of Branding

ADDING ON DOESN’T ALWAYS WORK.

Page 7: Revisiting The Old Rules Of Branding

INSTEAD, WE NEED TO GO BACK TO THE FACTORY WHERE IT WAS BUILT, AND CHANGE THE BLUEPRINT TO RE-ENGINEER A BRAND TO BE DIGITAL.

Page 8: Revisiting The Old Rules Of Branding

TIMES HAVE CHANGED… !

TODAY, THE AGENCY & THE CLIENT ARE NOT THE ONLY ONES INVOLVED IN DEFINING A BRAND.

Page 9: Revisiting The Old Rules Of Branding

“Brands are what people say about you when you're not in the room, and that room has gotten extremely

big and extremely digital.”— JOHN BATTELLE, WIRED FOUNDER

Page 10: Revisiting The Old Rules Of Branding

THIS IS WHY WE NEED TO REVISE THE BRANDING BUILDING TOOLS IN ORDER TO BUILD BRANDS THAT ANTICIPATE AND

PLAN FOR CONSUMER PARTICIPATION.

Page 11: Revisiting The Old Rules Of Branding

WHEN WE SAY “CONSUMER PARTICIPATION” WE’RE NOT TALKING ABOUT USER GENERATED CONTENT.

!

WE ARE TALKING ABOUT CONSUMER PARTICIPATION AT THE BRAND BUILDING LEVEL.

Page 12: Revisiting The Old Rules Of Branding

LET’S LOOK THE BRAND PLATFORM…

Page 13: Revisiting The Old Rules Of Branding

THERE ARE MANY MODELS…

Page 14: Revisiting The Old Rules Of Branding

SOME MODELS SEEM UNNECESSARILY COMPLICATED

Page 15: Revisiting The Old Rules Of Branding

MISSIONBRAND

VISIONBRAND

VALUESBRAND

THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :

Page 16: Revisiting The Old Rules Of Branding

MISSIONBRAND

VISIONBRAND

VALUESBRAND

The guiding insight into how the brand sees the world and

the future

THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :

Page 17: Revisiting The Old Rules Of Branding

MISSIONBRAND

VISIONBRAND

VALUESBRAND

The unique way the brand will achieve

its vision

THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :

Page 18: Revisiting The Old Rules Of Branding

MISSIONBRAND

VISIONBRAND

VALUESBRAND

Things and ideas that the brand

believes in

THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :

Page 19: Revisiting The Old Rules Of Branding

MISSIONBRAND

VISIONBRAND

VALUESBRAND

IT’S A SELF-CENTRED APPROACH!

Page 20: Revisiting The Old Rules Of Branding

BUT WHAT ABOUT THEM?

Page 21: Revisiting The Old Rules Of Branding

BUT WHAT ABOUT THEM?

IN A DIGITAL WORLD, BRANDS NO LONGER HAVE TOTAL CONTROL IN DEFINING WHAT THE BRAND IS.

PEOPLE CONTRIBUTE TO BUILDING THE BRAND

Page 22: Revisiting The Old Rules Of Branding

WE NEED A NEW INGREDIENT IN THE BRAND PLATFORM :

RELATIONSHIPBRAND

MISSIONBRAND

VISIONBRAND

VALUESBRAND

Page 23: Revisiting The Old Rules Of Branding

WE NEED A NEW INGREDIENT IN THE BRAND PLATFORM :

RELATIONSHIPBRAND

It’s the who, where and what of the brand

behaviour. Think of it as different entry points to starting & developing a

relationship.

MISSIONBRAND

VISIONBRAND

VALUESBRAND

Page 24: Revisiting The Old Rules Of Branding

Who are the people that inspire the brand? They

could be famous, but don’t have to be. The brand is attracted to these people

because they share the same values and they will help achieve the brand vision.

WHOWhere does the brand hang

out? These places can be real or virtual. It’s where people are most likely to

meet and interact with the brand, share passions and

share experiences.

WHEREWhat subjects or passion

points is the brand genuinely interested in? On these subjects the brand is legitimate and

always interesting to others.

WHAT

RELATIONSHIPBRAND

Page 25: Revisiting The Old Rules Of Branding

WHO WHERE WHAT

RELATIONSHIPBRAND

The introduction of these elements gives an authentic and genuine behaviour to the brand, inviting people to start and develop an

ongoing relationship with the brand.

Page 26: Revisiting The Old Rules Of Branding

MISSIONBRAND

VISIONBRAND

VALUESBRAND

THIS NEW INGREDIENT HAS A KNOCK-ON EFFECT

Ideas that both brands and people

agree are important

The unique way the brand and people will

achieve the brand vision

The guiding insight into how the brand

sees the world and the future

RELATIONSHIPBRAND

It’s the who, where and what of the brand

behaviour. Think of it as different entry points to starting & developing a

relationship.

Page 27: Revisiting The Old Rules Of Branding

MISSIONBRAND

VISIONBRAND

VALUESBRAND

RELATIONSHIPBRAND

THIS REVISED MODEL INVITES A BETTER BALANCE BETWEEN WHAT IS DEFINED BY THE BRAND ITSELF

AND HOW PEOPLE CAN CONTRIBUTE TO IT.

Page 28: Revisiting The Old Rules Of Branding

IN SHORT, BRANDS NEED TO BE DIGITAL (FROM THE INSIDE).YOU CAN’T JUST ADD IT ON.