Branding And New Media

Branding and New Media

Piaras Kelly – 6th October 2009

Agenda

1. What is a Brand?2. Effect of New Media on Brands3. Rules of Engagement4. Examples

What is a Brand?

• A Brand is a (cluster of) (strategic) cultural ideas – John Grant, ‘The Brand Innovation Manifesto’

• Example – Lynx – Spectacular: Lynx Phoenix Ibiza festival

– Erotic: The Lynx Effect

– Regressive: Tongue in cheek online games

– Time: Launches 24/7 variant

– Now: Oliver Cheatam single/dance

Effect of New Media on Brands

• Brand Image vs Reality• Shift from Top-Down Communication• From One-to-One-to-Many to One-to-Many-to-Many• Rise in Trust in Peers• Saturated Media Ecosystem

Rules of Engagement

• Understand How Consumers Use Tools• Participate, Participate, Participate• Take A Pragmatic Approach• Invest For The Long Term – Think About Content• Listen and Leverage Existing Communities• Relax

Bebo - Tapping into Communities / Listening - Bring Back Wispa

Facebook - Applications - Whopper Sacrifice

Megaphone - Baker Tweet - www.bakertweet.com

Spreading ideas - TweetDeck.com - @zoodigital - www.someonewouldlovesome.com

SAMPLE IMAGESAMPLE IMAGE

Answer Desk - The Big Switch

Blogs - Putting a Face on Your Company

Integrating Digital - Collaboration / Creation / Connecting

Through The Line – Never Give Up

Integrating Digital - Collaboration

Integrating Digital - Creation - Carling

Integrating Digital - Connect people

Emerging Digital Trends

Life-tracking - www.daytum.com

In-video e-commerce - Nike

Thank you.• Piaras Kelly

• Edelman

• piaras.kelly@edelman.com

• www.pkellypr.com/blog

• www.twitter.com/pkellypr

• MSN: smiaras

• Skype: smiaras

• 353 1 6789333