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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).
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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
“CAN YOU GIVE US A DIGITAL POSITIONING FOR OUR BRAND?”
(WE GET THIS QUESTION A LOT)
HOWEVER, YOU CAN’T JUST “ADD-ON” A DIGITAL DIMENSION TO A BRAND PLATFORM.
IT WOULD BE LIKE ASKING A MECHANIC TO ADD WINGS TO A CAR IN ORDER TO MAKE A PLANE…
ADDING ON DOESN’T ALWAYS WORK.
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.
TIMES HAVE CHANGED… !
TODAY, THE AGENCY & THE CLIENT ARE NOT THE ONLY ONES INVOLVED IN DEFINING A BRAND.
“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
THIS IS WHY WE NEED TO REVISE THE BRANDING BUILDING TOOLS IN ORDER TO BUILD BRANDS THAT ANTICIPATE AND
PLAN FOR CONSUMER PARTICIPATION.
WHEN WE SAY “CONSUMER PARTICIPATION” WE’RE NOT TALKING ABOUT USER GENERATED CONTENT.
!
WE ARE TALKING ABOUT CONSUMER PARTICIPATION AT THE BRAND BUILDING LEVEL.
LET’S LOOK THE BRAND PLATFORM…
THERE ARE MANY MODELS…
SOME MODELS SEEM UNNECESSARILY COMPLICATED
MISSIONBRAND
VISIONBRAND
VALUESBRAND
THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :
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 :
MISSIONBRAND
VISIONBRAND
VALUESBRAND
The unique way the brand will achieve
its vision
THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :
MISSIONBRAND
VISIONBRAND
VALUESBRAND
Things and ideas that the brand
believes in
THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :
MISSIONBRAND
VISIONBRAND
VALUESBRAND
IT’S A SELF-CENTRED APPROACH!
BUT WHAT ABOUT THEM?
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
WE NEED A NEW INGREDIENT IN THE BRAND PLATFORM :
RELATIONSHIPBRAND
MISSIONBRAND
VISIONBRAND
VALUESBRAND
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
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
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.
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.
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.
IN SHORT, BRANDS NEED TO BE DIGITAL (FROM THE INSIDE).YOU CAN’T JUST ADD IT ON.