The document discusses redefining competition for brand publishing. It advocates analyzing competition based on who the brand is trying to reach, why the brand has permission to own a point of view, how the brand will deliver on its mission, and what assets it will create. This includes determining the target audience, the brand's purpose and reason for existing, how it will implement its strategy through elements like brand guidelines and team, and matching the right types of content to different platforms along the fidelity spectrum from low to high. The goal is to compete based on perspective, voice and meeting specific needs rather than just breaking news or listings.
10. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION
- NEEDS
- MOTIVATIONS
- BRAND ATTITUDES
3. CORE CONSUMER
11. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHAT IS THE KEY BRAND
BENEFIT
- HOW ARE WE
DIFFERENTIATED FROM
OUR CORE COMPETITION?
4. BRAND BENEFIT
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION
- NEEDS
- MOTIVATIONS
- BRAND ATTITUDES
3. CORE CONSUMER
12. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHAT IS THE KEY BRAND
BENEFIT
- HOW ARE WE
DIFFERENTIATED FROM
OUR CORE COMPETITION?
4. BRAND BENEFIT
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION
- NEEDS
- MOTIVATIONS
- BRAND ATTITUDES
3. CORE CONSUMER
- HOW DOES OUR BRAND
SOUND, LOOK, ACT
5. BRAND ATTRIBUTES
13. PAT CONNOLLY
@connollypat
competition.
traditional competitive analysis.
#BRANDPUBLISHING
- 2X DIGIT GROWTH
- STEAL SHARE FROM
NEW CATEGORY
1. BUSINESS GOALS
- WHAT IS THE KEY BRAND
BENEFIT
- HOW ARE WE
DIFFERENTIATED FROM
OUR CORE COMPETITION?
4. BRAND BENEFIT
- WHO ARE WE UP AGAINST?
- WHO IS BUYING
COMPETITIVE PRODUCTS
2. CORE COMPETITION
- NEEDS
- MOTIVATIONS
- BRAND ATTITUDES
3. CORE CONSUMER
- HOW DOES OUR BRAND
SOUND, LOOK, ACT
5. BRAND ATTRIBUTES
- WHY DO WE HAVE
PERMISSION TO OWN THIS
SPACE VIS A VIS OUR
COMPETITIVE SET
6. REASON TO BELIEVE
28. PAT CONNOLLY
@connollypat
competition.
refining your competition.
#BRANDPUBLISHING
-WHO are you trying
to reach with your
content?
-What do you expect
them to do?
WHO
-WHY do you have
permission to own
this POV?
WHY
29. PAT CONNOLLY
@connollypat
competition.
refining your competition.
#BRANDPUBLISHING
-WHO are you trying
to reach with your
content?
-What do you expect
them to do?
WHO
-WHY do you have
permission to own
this POV?
WHY
-HOW do you go
about achieving your
WHY?
-What processes,
resources do you
need?
HOW
30. PAT CONNOLLY
@connollypat
competition.
refining your competition.
#BRANDPUBLISHING
-WHO are you trying
to reach with your
content?
-What do you expect
them to do?
WHO
-WHY do you have
permission to own
this POV?
WHY
-HOW do you go
about achieving your
WHY?
-What processes,
resources do you
need?
HOW
-WHAT is your output
and assets?
-How do you
measure what you’re
doing?
WHAT
39. PAT CONNOLLY
@connollypat
customer decision journey.
the travel journey.
#BRANDPUBLISHING
INSPIRE EXPLORE RESEARCH BUY POST PURCHASE
+positive-negative
+100
-100
Breath of travel content is
largely about planning
and buying, need to own
Inspiration.
-- INSPIRATION
Travel enthusiast today
find stale lists and stock
imagery.
- EXPLORE
40. PAT CONNOLLY
@connollypat
customer decision journey.
the travel journey.
#BRANDPUBLISHING
INSPIRE EXPLORE RESEARCH BUY POST PURCHASE
+positive-negative
+100
-100
Breath of travel content is
largely about planning
and buying, need to own
Inspiration.
-- INSPIRATION
Travel enthusiast today
find stale lists and stock
imagery.
- EXPLORE
Research and buy are
owned by transactional
partners and Google.
+ RESEARCH/BUY
41. PAT CONNOLLY
@connollypat
customer decision journey.
the travel journey.
#BRANDPUBLISHING
INSPIRE EXPLORE RESEARCH BUY POST PURCHASE
+positive-negative
+100
-100
Breath of travel content is
largely about planning
and buying, need to own
Inspiration.
-- INSPIRATION
Travel enthusiast today
find stale lists and stock
imagery.
- EXPLORE
Research and buy are
owned by transactional
partners and Google.
+ RESEARCH/BUY
Current lack of
community engagement
to share journey, not just
destination.
-- POST-PURC.
55. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
THE TEAM
Don’t just hire
talent or agencies
for skills, hire for
mindset.
Great content
brands are not
only made up of
great content
creators, but
people who are
live the WHY of
the brand.
Photo Josh
Valcarcel/
WIRED
57. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
IF YOU
BIULD IT,
THEY MAY
NOT COME
Building branded
content does not
guarantee that
users will see and
engage with the
content.
All media
companies have
aggressive
audience
development,
recirculation and
distribution
strategies.
SEO
SEM
Recirculation
Paid/Earned
Distribution
Retention
FIELD OF
DREAMS
>>
>>
>>
>>
>>
64. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced
- entertaining content
- short form
- relevant in the now (time sensitive)
- amusing
1. entertain me + lo fi
65. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced
- entertaining content
- long form, highly produced
- Released less frequently
- High narrative impact
2. entertain me + hi fi
- entertaining content
- short form
- relevant in the now (time sensitive)
- amusing
1. entertain me + lo fi
66. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced
- entertaining content
- long form, highly produced
- Released less frequently
- High narrative impact
2. entertain me + hi fi
- entertaining content
- short form
- relevant in the now (time sensitive)
- amusing
1. entertain me + lo fi
- (often) single experience
- make this moment better
- iterative
- agile
3. utility + lo fi
67. PAT CONNOLLY
@connollypat
#BRANDPUBLISHING
low fi high fi
utility
entertainment
real time highly produced
- entertaining content
- long form, highly produced
- Released less frequently
- High narrative impact
2. entertain me + hi fi
- entertaining content
- short form
- relevant in the now (time sensitive)
- amusing
1. entertain me + lo fi
- improve my life/experience
- high quality experience, equally
valuable output
4. utility + hi fi
- (often) single experience
- make this moment better
- iterative
- agile
3. utility + lo fi
70. PAT CONNOLLY
@connollypat
measurement.
platforms.
#BRANDPUBLISHING
PLATFORM USE
RIPPLR
Conde’s own internal influence
index
PARSE.LY
Data visualization tools that allow
for multiple data sets to be
incorporated into a dashboard, to
be used for content optimization,
recirculation and in certain cases
predictive
SIMPLE REACH
Data visualization tools that allow
for multiple data sets to be
incorporated into a dashboard, to
be used for content optimization,
recirculation and in certain cases
predictive
CHART BEAT
Data visualization tools that allow
for multiple data sets to be
incorporated into a dashboard, to
be used for content optimization,
recirculation and in certain cases
predictive
74. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING
1. Identify your WHO
- define your audience, not your customer
2. What is your WHY.
- what gives you permission to own this?
- is it differentiated from your new competitive landscape?
3. HOW do you own your Why?
- what processes, personnel and relationships do you need to put in
place?
75. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING
1. Identify your WHO
- define your audience, not your customer
2. What is your WHY.
- what gives you permission to own this?
- is it differentiated from your new competitive landscape?
3. HOW do you own your Why?
- what processes, personnel and relationships do you need to put in
place?
4. WHAT do you do need to create?
- what assets will help you own the entire dialogue around your Why?
76. PAT CONNOLLY
@connollypat
recap.
key takeaways.
#BRANDPUBLISHING
1. Identify your WHO
- define your audience, not your customer
2. What is your WHY.
- what gives you permission to own this?
- is it differentiated from your new competitive landscape?
3. HOW do you own your Why?
- what processes, personnel and relationships do you need to put in
place?
4. WHAT do you do need to create?
- what assets will help you own the entire dialogue around your Why?
5. How do you know if it’s WORKING?
- define your KPI’s up front, be rigorous