2. ARE THE BRANDS LOOSING THEIR OWN IDENTITY?
OUR TOPIC
TODAY
HAVE THE BRANDS BEEN TAKENHOSTAGES BY DIGITAL CONSUMERS?
HOW TO BUILD BRANDS AT THE DIGITAL AGE?
5. A brand is “The intangible sum of a
product’sattributes:
itsname, packaging, and
price, itshistory, itsreputation, and the
wayit’sadvertised.”
David Ogilvy, Madman
6. « A brand is a name, term, sign, symbol or
design, or a combination of
these,thatidentifies the maker or seller of
the product »
Philip Kotler and Gary
Armstrong, marketing experts
7. « A brand is the set of
expectations, memories, stories and
relationshipsthat, takentogether, accoun
t for a consumer’sdecision to choose one
product or service over another. »
Seth Godin, blogger, self-branding
expert, and marketer
12. BRANDS HAVE ALWAYS BEEN DEALING WITH A FORM OF CO-OWNERSHIP OF CONSUMERS
13. BUT WITH DIGITAL, BRAND’S REPUTATION ARE AT STAKES MORE THAN EVER BEFORE
14. “Company are loosing control.
Whathappens on Wall Street no
longer stays on Wall Street.
Whathappens on Vegas ends up on
YouTube. Reputation are volatiles.
Loyalties are fickle.”
Tim Leberecht, Chief marketing
officeratFrog
20. The WRONG law of change:
"Change your brand atyourown
risk. It’sgoing to be a
long, diñîcult, expensive and perhaps
impossible process.
Don’tsaywedídn’twarnyou.”
Al Ries and Laura RIes
32. « To findsomething comparable, you
have to go back 500 years to the
printing press, the birth of mass
media… Technologyisshifting power
from the editors, the publishers, the
establishment, the media elite. Nowit’s
people who are taking control. »
Rupert Murdoch
33. MANY BRANDS LIKE DORITOS, MC DONALDS OR MOUNTAIN VIEW RAN CO-CREATION CAMPAIGNS
34. BUT THE MOST SAVYY ONES CREATED LASTING CO-CREATION AND USER-BASED INNOVATION PLATFORMS
36. « Branded utility iswhere the brands
creates a commitment to a relationship.
It’swhere the brand
createssomethinguseful to
you, somethingthat’s a utility in your
life.»
Benjamin Palmer, CEO/Owner The
Barbarian Group
37. WHERE THERE IS A REAL INSIGHT, THERE MIGHT BE BRANDED UTILITY
39. "Are westilltelling stories ? (…) It
isalmostlike as if you have to create a
game in and of itself, or have fun and
playgameswith people as youconnect
and communicate on behalf of the
brands out there”
Alex Bogusky, Founder of
Crispin+Bogusky