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Presentation to DCU students on 6th October 2009
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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
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
In-video e-commerce - Nike
Thank you.• Piaras Kelly
• Edelman
• www.pkellypr.com/blog
• www.twitter.com/pkellypr
• MSN: smiaras
• Skype: smiaras
• 353 1 6789333
