The document discusses the evolution of branding from Branding 1.0 through wallpaper, to Branding 2.0 through video, and how it is now evolving to Branding 3.0. Branding 3.0 will involve following people everywhere as the media landscape changes, through opportunities like smart broadcasting to mass audiences, microcasting to niche audiences, providing power and relevancy as opinions matter more, and orchestrating different platforms to all work together. Video has become integral as it has the magic of sight, sound, and motion, and online video will continue to grow as a medium with no distinction between online and traditional video.

1. Branding 3.0
Erik Kepper
Branding / YouTube @ Google
Google Confidential and Proprietary

2. Brands always
followed where
the people went
Google Con!dential and Proprietary 2

3. Branding 1.0!

4. Google Confidential and Proprietary

5. Wallpaper
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Google Confidential and Proprietary

6. Branding 2.0
Google Con!dential and Proprietary 6

7. Video has the Magic of Sight, Sound & Motion
Google Con!dential and Proprietary 7

8. Source: Tom Fishburne
Google Con!dential and Proprietary 8

9. Google Con!dential and Proprietary 9

10. ZMOT
ZMOT
Google Confidential and Proprietary

11. The evolution of video
In a few years there will be no such thing as(1online video2...
there will just be video
Google Con!dential and Proprietary 11

12. Google Con!dential and Proprietary 12

13. Google Con!dential and Proprietary 13

14. Google Con!dential and Proprietary 14

15. Today…
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Google Con!dential and Proprietary 15

16. Media Landscape is Changing
television online video
phone
tablet
computer
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17. Today…
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D! Google Con!dential and Proprietary 17

18. Brands should
follow the people
everywhere
Google Con!dential and Proprietary 18

19. Google Con!dential and Proprietary 19

20. Branding 3.0
Opportunities
Smart broadcasting / because mass audiences are there
Micro casting / because niche audiences care
Provide power & relevancy / because opinions matter
Orchestrating / because it should all work together
Google Con!dential and Proprietary 20