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BRAND IDENTITY AND DIGITAL
FEBRUARY 2013
COLLECTIVE SESSION
ARE THE BRANDS LOOSING THEIR OWN IDENTITY?
OUR TOPIC TODAY
HAVE THE BRANDS BEEN TAKEN HOSTAGES BY DIGITAL CONSUMERS?
HOW TO BUILD BRANDS AT THE DIGITAL AGE?
BRAND’S DEFINITION NEVER STOP TO EVOLVE
FOR YEARS, MARKETERS HAVE STRUGGLED TO DEFINE WHAT’S A "BRAND"
A brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”
David Ogilvy, Madman
« A brand is a name, term, sign, symbol or design, or a combination of these, that identifies the maker or seller of the product »
Philip Kotler and Gary Armstrong, marketing experts
« A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. »
Seth Godin, blogger, self-branding expert, and marketer
“Your brand is what other people say about you when you're not in the room.”
Jeff Bezos, founder of Amazon.com
“Your brand is what Google says your brand is, not what you say your brand is”
Chris Anderson, Editor in chief of Wired
THE TOP-DOWN MODEL HERITED FROM MASS MEDIA HAS BEEN REDEFINED
Taroop and Glabel, Dieu, 1998
HAVE THE BRANDS BEEN TAKEN
HOSTAGES BY DIGITAL
CONSUMERS?
BRANDS HAVE ALWAYS BEEN DEALING WITH A FORM OF CO-OWNERSHIP OF CONSUMERS
BUT WITH DIGITAL, BRAND’S REPUTATION ARE AT STAKES MORE THAN EVER BEFORE
“Company are loosing control. What happens on Wall Street no longer stays on Wall Street. What happens on Vegas ends up on YouTube. Reputation are volatiles. Loyalties are fickle.”
Tim Leberecht, Chief marketing officer at Frog
EVEN THE MOST FUNDAMENTAL SIGN OF A BRAND CAN BE JEOPARDIZED
TO DISTRUST A BRAND IS NOW AS EASY THAN TO UNSUBSCRIBE TO A NEWSLETTER
BUILDING BRANDS AT THE DIGITAL
AGE
0. DON’T BE AFRAID OF CHANGE
The WRONG law of change:
"Change your brand at your ownrisk. It’s going to be a long, diñîcult, expensive and perhaps impossible process. Don’t say we dídn’t warn you.”
Al Ries and Laura RIes
THE MONOPOLY SAGA: HOW FANS CAN HELP MAKING THE BRAND EVOLVE…
1. BUILD YOUR BRAND AROUND
REPUTATION
"Build brands not around products but around reputation"
Richard Branson
BRANDS CAN TAKE ADVANTAGE OF A BAD BUZZ AND TURN IT INTO A GOOD ONE
2. CONTENT IS THE TRUE CURRENCY
"The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it's an ad."
Howard Luck Gossage
REDBULL DOESN’T HAVE AN AD AGENCY. THE BRAND CREATED A PRODUCTION COMPANY
3. LISTEN AND JOIN THE
CONVERSATION
“Hyperconnectivities and transparency allow companies to be in that room, 24/7 now. They can listen and join the conversation. In fact, they have more control over the loss of control than ever before.”
Tim Leberecht, Frog
4. POWER TO THE PEOPLE
« To find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Technology is shifting power from the editors, the publishers, the establishment, the media elite. Now it’s people who are taking control. »
Rupert Murdoch
MANY BRANDS LIKE DORITOS, MC DONALDS OR MOUNTAIN VIEW RAN CO-CREATION CAMPAIGNS
BUT THE MOST SAVYY ONES CREATED LASTING CO-CREATION AND USER-BASED INNOVATION PLATFORMS
5. TREAT THEM WELL, THEY’LL RETURN THE
FAVOR
« Branded utility is where the brands creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life.»
Benjamin Palmer, CEO/Owner The Barbarian Group
WHERE THERE IS A REAL INSIGHT, THERE MIGHT BE BRANDED UTILITY
6. ALLOWS PEOPLE TO PLAY WITH THE
BRAND
"Are we still telling stories ? (…) It is almost like as if you have to create a game in and of itself, or have fun and play games with people as you connect and communicate on behalf of the brands out there”
Alex Bogusky, Founder of Crispin+Bogusky
7. IF A BRAND LOOKS LIKE A
DUCK AND SWIMS LIKE DOG, PEOPLE WILL DISTRUST IT.
"The less control a company has over its marketing message, the greater its credibility"
Pamela Talbot, chief executive of Edelman
TO SUM UP…
Solid brand
Self-generated trust
Advertising
Top-down brand
Research & Development
Brand communication
Story-telling
Cosmetic
Liquid brand
Reputation
Brand Content
Conversational brand
Open innovation & co-creation
Branded utility
Story-playing
Honesty & Consistency
FROM TO
THE “TWIST” CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
THE TWIST CASE STUDY
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THE TWIST CASE STUDY
THANK YOU
