Digital Brand Strategy | Patrick Collings

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    Themes underpinning digital branding

    MACE Congress 2008

    Patrick Collings

    Sagacite Brand Agency

    Stellenbosch15 - 17 October 2008

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    Themes

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    The flow, not the contours

    The art of gliding

    15MB is the new 15 minutes

    Our virtual reality

    Reassembling the fragmentation

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    from mainframe to desktop to internet

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    internet explorer rapidly losing ground to firefox

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    myspace sharing social networking with facebook and others

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    mainstream media battling bloggers

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    traditional blogging sharing space with micro blogging

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    altavista was king before google, will cuil manage to dent the colossus

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    understand where your market is

    going and why it is going, butappreciate that the vehicle for getting

    there will probably change

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    14/117The art of gliding

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    you are not in controleven when you think you are

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    GMs Chevy Tahoe SUV

    video clip of user generated tahoe commercials

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    today, everyone can be a director

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    video clip of user generated polo commercial

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    collection of guinness ads

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    video clip of non-sanctioned guinness ad

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    ... they have to keep on consistently building theirbrands equity so that when a potentially damaging

    piece of communication does filter out into theworld, their brand is strong enough and theirconsumers are savvy enough to understand itssource is the public domain.

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    your brand does notneed you to be onlineothers will put it there

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    invisibleinvisible

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    small

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    Guidelines

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    watch it

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    increasingly need to be there

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    engage, or not

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    integrate

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    dont fake it

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    dont box the demographic

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    7= soaring + gliding + influencing

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    accept the loss of complete controland become part of the experience

    and conversation

    15MB i th 15 i t

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    ipod photo by (http://www.flickr.com/photos/78518472@N00/2274202900/)

    15MB is the new 15 minutes

    video clip of ad men employment ad

    http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/
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    as a society we arebecoming more visualvideo beats pictures beats text - trendwatching.com 2008 report

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    what sort of numbers are we talking about

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    five billionvideos serves each month by youtube

    44 percentof all online video consumption

    in the U.S.A.

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    embedded video clip of instructional video

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    what about the news media

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    news media is promoting video offlinesouth african media organizations developing

    plans with vide as an integral offering

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    Guidelines

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    you have to be seen

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    integrated part of brandcommunication

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    parts are greater thanthe whole

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    must entertain

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    we will increasingly tell our brand

    stories in video and need to weaveour brand inextricably into the framesof the video

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    Our virtual reality

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    video clip of avatar in second life

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    video clip of sony home virtual world

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    video games

    arent these just

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    players build their own worlds2

    players sell what they own4

    1 players create their own stories

    players own what they built3

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    By 2011, 80% of active internet users

    will have an avatarGartner Consulting

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    your kidsprobably

    alreadydo

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    barbiegirls

    webkinz

    clubpenguin

    zwinky

    neopets

    imvu

    second life

    gaia

    habbo

    redlightcenter

    kaneva

    unique US visitors in Sept 07, in millions

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    the

    virtuality ofsecond life

    introducedthe reality

    of avatarsto adults

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    from september 2006 to june

    2008, the number of second lifemembers grew from 800,000 to14,000,000

    they came

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    during the same period the

    number of simultaneous secondlife users grew from 10,000 to65,000

    they played

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    in the space of 18 months the

    average value of transactions perday on second life went from$500,000 to between $1m and$2m*

    they paid

    1,000,000 to 2,000,000

    * Figure estimated

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    32average age

    45% females

    32avg hours pm

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    US

    Europe

    Japan

    Brazil

    Canada 17,000

    27,000

    29,000

    160,000

    187,000

    Most Active Avatars in SL by Region - December 2007

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    great virtual land rushphilips c|net adidas mercedes

    bmw dell mazda microsoft reuterssony bmg vodafone loreal ibm mtv

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    what went wrong

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    brands rushed inthey didnt look right or leftattempted to conquer

    rather than integratefailed to realize virtual isnot the same as physical

    brands stumbled

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    what should brands do

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    in branded entertainmentnatural integration into the story line

    understand how brands operate

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    in social media & networksmultiple conversations and loss of control

    understand how brands operate

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    in user-generated contentunsanctioned content, mashups and fragmentation

    understand how brands operate

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    some guidelines

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    see virtual worlds as evolving stories21 be aware

    dont try conquer, immerse3

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    see virtual worlds as evolving stories2

    treat virtual worlds as petri dishes4

    1 be aware

    dont try conquer, immerse3

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    innovate and produce multiple options

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    photo by Esprit de sel's (http://www.flickr.com/photos/esprit_de_sel/2596849895/sizes/l/#cc_license )

    avatars are

    escaping

    their virtual

    worlds

    http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/
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    of 23 million and counting

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    340m i l l i o na c c o u n t s

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    Questions

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    how close will people

    and their avatars track

    one another in brand

    consumption

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    which one will be the

    greater influencer onchoice of brand

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    will avatars become

    brand ambassadors

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    what will determine

    legal right to ownershipof an avatar

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    Reassembling the

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    photo by INTVGene (http://www.flickr.com/photos/intvgene/370973576/sizes/l/)

    fragmentation

    http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/
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    video clip of the modernista Web 2.0 website

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    Observation

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    brands must exist in the parts asmuch as they do in the whole

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    For ongoing coverage of and commentary on brands in thedigital arena please visit the Brand Architect blog at http://www.collings.co.za/

    Thanks to Tyler Reed for introducing me to the quote

    15MB is the new 15 minutes

    Patrick [email protected]+27 (0)83 616 0967

    mailto:[email protected]:[email protected]://www.collings.co.za/http://www.collings.co.za/http://www.collings.co.za/http://www.collings.co.za/