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the role of brand in the digital age.


                            and, what does this mean from a
                            strategic perspective, exactly?




Friday, January 25, 13
before we begin...




Friday, January 25, 13
daughter, sister, londoner...




Friday, January 25, 13
planner, brand planner, strategist, strategy director... etc




Friday, January 25, 13
so, starting at the beginning:
                                what is a brand?




Friday, January 25, 13
“While every brand is a product not
                                                every product is a brand”




                   David Ogilvy, Founder
                    Ogilvy Advertising
                          Agency




Friday, January 25, 13
“If Coca-Cola were to lose all of its
                                   production-related assets in a disaster, the
                                   company would survive. By contrast, if all
                                   consumers were to have a sudden lapse of memory
                                   and forget everything related to Coca-Cola, the
                                   company would go out of business.”


   Coca Cola Marketing Executive




Friday, January 25, 13
“A brand is not a product or a promise
                                  or a feeling. It's the sum of all the
                                   experiences you have with a company”


         Amir Kassaei, CCO, DDB




Friday, January 25, 13
“Your brand is what people say about
                                you when you are not in the room”



     Jeff Bezos, CEO, Amazon




Friday, January 25, 13
taking an example - the roman catholic church
 one of the greatest brands to ever exist?




Friday, January 25, 13
a unified set of beliefs that span both countries and continents




Friday, January 25, 13
more touch points than you can shake a stick at




Friday, January 25, 13
regular events, designed to drive participation and interaction




Friday, January 25, 13
and have “brand experience” down to an art form
  and arguably the greatest transmedia show on earth




Friday, January 25, 13
when it comes to understanding the role of brand, no one does
  it quite like the Catholics...




Friday, January 25, 13
the secret to their success? recognizing the power of every
  touch point as an opportunity to create a brand experience




Friday, January 25, 13
why brand is more critical today than ever before




Friday, January 25, 13
during the last 10 years we have gone through a major
 communications revolution




                         web 1.0    web 2.0              web 3.0




Friday, January 25, 13
not only affecting how brands
  can reach their customers, but
  how customers can reach their
  brands




Friday, January 25, 13
the brand is no longer the domain of the marketing department




Friday, January 25, 13
every interaction is a potential opportunity to build equity -
 so long as you know what kind of equity you are trying to build




Friday, January 25, 13
today smart companies know there is no such thing as a marketing
  department. only those companies who know how to market
  themselves, and those who do not




Friday, January 25, 13
so, what is the role of strategy in informing the modern brand?




Friday, January 25, 13
firstly: strategy is key in crystalizing a brand’s
 differentiating beliefs and using these to determine their
 position in the market place




Friday, January 25, 13
so, how do you determine your brands position?
 the classic approach:




                                                      we believe the role of
                                           brand
                                                     deodorant is to make guys
                                           truth
                                                           smell amazing
                         brand
                         truth
                                          competi-
                                                      all other deodorants are
                                            tive
                                                          about protection
                                           truth

             consumer       competitive                guys (14-20) do not care
              truth            truth                     about protection - or
                                          consumer
                                                     anything else for that matter
                                           truth     - as much as they care about
                                                                  sex




Friday, January 25, 13
the axe positioning:




                             Brand:
                          the role of
                                                     positioning        The Axe Effect
                         AXE is to make
                           guys smell
                             amazing
                                                     consumer       gives guys the edge in
                                                      benefit          the mating game
                   Consumer:
             guys (14-20) do not    Competitors:
            care about protection   all other deos
              - or anything else
             for that matter - as     are about      competitor    offers transformation vs.
                 much as they        protection      diffention           protection
                care about sex




Friday, January 25, 13
how this comes to life as a brand experience: transforming even
 the most ordinary guys into legends




                           Axe beach girls




Friday, January 25, 13
an alternative is
the “inside out approach*”




                         how
                                                    why            redefine modern
                         what                    what believe
                                                  drives us?       british luxury


                                                    what
                         why                      what is our    fashion + technology
                                                  approach to
                                                      NPD



                                                    how           live fashion shows
                                                  do we make
                                                  things that     art of the trench
                                                  live up to
                                                     this
                                                                burberry acoustics etc




    *not a technical term- see Simon Sinek’s ted talk for more info

Friday, January 25, 13
how this comes to life as brand experience: creating british
 innovations in the luxury space




Friday, January 25, 13
a third approach: brand archetypes




                                                                     CREATOR
                                                                  FEEL CREATIVE
                                                                   “if it can be         JESTER
                                                      HERO      imagined, it can be      FEEL FRIVOLOUS
                                         FEEL ACCOMPLISHED            created”           “if I can’t dance, I don’t
                           “where there’s a will, there’s a                              want to be part of your
                                                       way”                              revolution”

                                          CAREGIVER
                                                                                                 LOVER
                                     FEEL NURTURING
                                                                                                 FEEL SEXY
                               “love your neighbor as
                                                                                                 “I only have eyes for
                                            yourself”
                                                                                                 you”


                                                                                                    REGULAR GUY/GAL
                                       EXPLORER
                                                                                                    FEEL CONNECTED
                               FEEL ADVENTUROUS                                                     “all men and women
                            “I want to experience                                                   are created equal”
                         the world in a different
                                             way”


                                                                                                 OUTLAW
                                           MAGICIAN
                                                                                                 FEEL REBELLIOUS
                                   FEEL TRANSFORMED
                                                                                                 “rules are meant to be
                                    “it can happen!”
                                                                                                 broken”


                                                    RULER                                SAGE
                                            FEEL POWERFUL                                FEEL SMART
                                  “power isn’t everything;           INNOCENT            “the truth will set
                                      it’s the only thing”           FEEL PURE           you free”
                                                              “free to be your younger
                                                                       self”




Friday, January 25, 13
used by many product brands to clarify both what they stand for
  and how they are differentiated



                                                                     CREATOR
                                                                  FEEL CREATIVE
                                                                   “if it can be         JESTER
                                                      HERO      imagined, it can be      FEEL FRIVOLOUS
                                         FEEL ACCOMPLISHED            created”           “if I can’t dance, I don’t
                           “where there’s a will, there’s a                              want to be part of your
                                                       way”                              revolution”

                                          CAREGIVER
                                                                                                 LOVER
                                     FEEL NURTURING
                                                                                                 FEEL SEXY
                               “love your neighbor as
                                                                                                 “I only have eyes for
                                            yourself”
                                                                                                 you”


                                       EXPLORER                                                     REGULAR GUY/GAL
                               FEEL ADVENTUROUS                                                     FEEL CONNECTED
                                                                                                    “all men and women
                            “I want to experience
                                                                                                    are created equal”
                         the world in a different
                                             way”



                                                                                                 OUTLAW
                                           MAGICIAN
                                                                                                 FEEL REBELLIOUS
                                   FEEL TRANSFORMED
                                                                                                 “rules are meant to be
                                    “it can happen!”
                                                                                                 broken”


                                                    RULER                                SAGE
                                            FEEL POWERFUL                                FEEL SMART
                                  “power isn’t everything;           INNOCENT            “the truth will set
                                      it’s the only thing”           FEEL PURE           you free”
                                                              “free to be your younger
                                                                       self”




Friday, January 25, 13
Friday, January 25, 13
playing out to inform not only what they make today, but how
 they will innovate & lead the market forward




Friday, January 25, 13
and
                         secondly,
                         using this
                         strategic
                         positioning
                         to determine
                         how your
                         brand
                         behaves:
                         what you
                         create as
                         much as what
                         you say




Friday, January 25, 13
is it always necessary to be leader?




Friday, January 25, 13
example:red bull




Friday, January 25, 13
why be the first leader,s when you can be the first follower




Friday, January 25, 13
which brings us full circle, back to the number one follower - the
 Roman Catholic Church




Friday, January 25, 13
so, to sum up:


 a brand is made up of the multitude of experiences that any number
 of customers have with it.

 understanding + appreciating the interplay of all these different
 experiences + touch points has always been what splits the men from
 the boys.

 today it is more essential than ever that all your touch points +
 experiences are singing from the same hymn-sheet, as the way
 consumers and brands interact has changed, and the smallest “off
 brand” wobble can make a big difference.

 key to helping brands deliver this is having a brand “positioning” -
 a clear sense of what your brand stands for, what differentiates it
 + how it behaves.

 various different types of positioning approach, using these to
 craft your brand identity = the start of great strategy

 using your position to determine how your brand behaves - what it
 does and creates a much as simply says = the art of great strategy.


Friday, January 25, 13
questions




Friday, January 25, 13

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the importance of brand in the digital age

  • 1. the role of brand in the digital age. and, what does this mean from a strategic perspective, exactly? Friday, January 25, 13
  • 2. before we begin... Friday, January 25, 13
  • 4. planner, brand planner, strategist, strategy director... etc Friday, January 25, 13
  • 5. so, starting at the beginning: what is a brand? Friday, January 25, 13
  • 6. “While every brand is a product not every product is a brand” David Ogilvy, Founder Ogilvy Advertising Agency Friday, January 25, 13
  • 7. “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.” Coca Cola Marketing Executive Friday, January 25, 13
  • 8. “A brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company” Amir Kassaei, CCO, DDB Friday, January 25, 13
  • 9. “Your brand is what people say about you when you are not in the room” Jeff Bezos, CEO, Amazon Friday, January 25, 13
  • 10. taking an example - the roman catholic church one of the greatest brands to ever exist? Friday, January 25, 13
  • 11. a unified set of beliefs that span both countries and continents Friday, January 25, 13
  • 12. more touch points than you can shake a stick at Friday, January 25, 13
  • 13. regular events, designed to drive participation and interaction Friday, January 25, 13
  • 14. and have “brand experience” down to an art form and arguably the greatest transmedia show on earth Friday, January 25, 13
  • 15. when it comes to understanding the role of brand, no one does it quite like the Catholics... Friday, January 25, 13
  • 16. the secret to their success? recognizing the power of every touch point as an opportunity to create a brand experience Friday, January 25, 13
  • 17. why brand is more critical today than ever before Friday, January 25, 13
  • 18. during the last 10 years we have gone through a major communications revolution web 1.0 web 2.0 web 3.0 Friday, January 25, 13
  • 19. not only affecting how brands can reach their customers, but how customers can reach their brands Friday, January 25, 13
  • 20. the brand is no longer the domain of the marketing department Friday, January 25, 13
  • 21. every interaction is a potential opportunity to build equity - so long as you know what kind of equity you are trying to build Friday, January 25, 13
  • 22. today smart companies know there is no such thing as a marketing department. only those companies who know how to market themselves, and those who do not Friday, January 25, 13
  • 23. so, what is the role of strategy in informing the modern brand? Friday, January 25, 13
  • 24. firstly: strategy is key in crystalizing a brand’s differentiating beliefs and using these to determine their position in the market place Friday, January 25, 13
  • 25. so, how do you determine your brands position? the classic approach: we believe the role of brand deodorant is to make guys truth smell amazing brand truth competi- all other deodorants are tive about protection truth consumer competitive guys (14-20) do not care truth truth about protection - or consumer anything else for that matter truth - as much as they care about sex Friday, January 25, 13
  • 26. the axe positioning: Brand: the role of positioning The Axe Effect AXE is to make guys smell amazing consumer gives guys the edge in benefit the mating game Consumer: guys (14-20) do not Competitors: care about protection all other deos - or anything else for that matter - as are about competitor offers transformation vs. much as they protection diffention protection care about sex Friday, January 25, 13
  • 27. how this comes to life as a brand experience: transforming even the most ordinary guys into legends Axe beach girls Friday, January 25, 13
  • 28. an alternative is the “inside out approach*” how why redefine modern what what believe drives us? british luxury what why what is our fashion + technology approach to NPD how live fashion shows do we make things that art of the trench live up to this burberry acoustics etc *not a technical term- see Simon Sinek’s ted talk for more info Friday, January 25, 13
  • 29. how this comes to life as brand experience: creating british innovations in the luxury space Friday, January 25, 13
  • 30. a third approach: brand archetypes CREATOR FEEL CREATIVE “if it can be JESTER HERO imagined, it can be FEEL FRIVOLOUS FEEL ACCOMPLISHED created” “if I can’t dance, I don’t “where there’s a will, there’s a want to be part of your way” revolution” CAREGIVER LOVER FEEL NURTURING FEEL SEXY “love your neighbor as “I only have eyes for yourself” you” REGULAR GUY/GAL EXPLORER FEEL CONNECTED FEEL ADVENTUROUS “all men and women “I want to experience are created equal” the world in a different way” OUTLAW MAGICIAN FEEL REBELLIOUS FEEL TRANSFORMED “rules are meant to be “it can happen!” broken” RULER SAGE FEEL POWERFUL FEEL SMART “power isn’t everything; INNOCENT “the truth will set it’s the only thing” FEEL PURE you free” “free to be your younger self” Friday, January 25, 13
  • 31. used by many product brands to clarify both what they stand for and how they are differentiated CREATOR FEEL CREATIVE “if it can be JESTER HERO imagined, it can be FEEL FRIVOLOUS FEEL ACCOMPLISHED created” “if I can’t dance, I don’t “where there’s a will, there’s a want to be part of your way” revolution” CAREGIVER LOVER FEEL NURTURING FEEL SEXY “love your neighbor as “I only have eyes for yourself” you” EXPLORER REGULAR GUY/GAL FEEL ADVENTUROUS FEEL CONNECTED “all men and women “I want to experience are created equal” the world in a different way” OUTLAW MAGICIAN FEEL REBELLIOUS FEEL TRANSFORMED “rules are meant to be “it can happen!” broken” RULER SAGE FEEL POWERFUL FEEL SMART “power isn’t everything; INNOCENT “the truth will set it’s the only thing” FEEL PURE you free” “free to be your younger self” Friday, January 25, 13
  • 33. playing out to inform not only what they make today, but how they will innovate & lead the market forward Friday, January 25, 13
  • 34. and secondly, using this strategic positioning to determine how your brand behaves: what you create as much as what you say Friday, January 25, 13
  • 35. is it always necessary to be leader? Friday, January 25, 13
  • 37. why be the first leader,s when you can be the first follower Friday, January 25, 13
  • 38. which brings us full circle, back to the number one follower - the Roman Catholic Church Friday, January 25, 13
  • 39. so, to sum up: a brand is made up of the multitude of experiences that any number of customers have with it. understanding + appreciating the interplay of all these different experiences + touch points has always been what splits the men from the boys. today it is more essential than ever that all your touch points + experiences are singing from the same hymn-sheet, as the way consumers and brands interact has changed, and the smallest “off brand” wobble can make a big difference. key to helping brands deliver this is having a brand “positioning” - a clear sense of what your brand stands for, what differentiates it + how it behaves. various different types of positioning approach, using these to craft your brand identity = the start of great strategy using your position to determine how your brand behaves - what it does and creates a much as simply says = the art of great strategy. Friday, January 25, 13