Innovative Brand Communication

Communication That Rocks a Boat!An afternoon with Ericsson at Nordic Light Hotel 2009 12 02

by Johan Ronnestam

Saturday, December 5, 2009

Google Keyword ‘Johan Ronnestam’

Creative DirectorArt Director

Strategy & Business development

Creative DirectorArt Director

Strategy & Business development

Integrated advertisingDigital communication

Planning

A New World of Communication?

128 409Uppsala

2 874 860Swedish Members

127 760 Swedes a Week

1.Kina2.Indien3.U.S.A4.Facebook (+300 million)5.Indonesien

“Next Generation Platforms (Social Networking + Mobile) Driving Unprecedented Change in Communications + Commerce”

Mary MeekerManaging Director Morgan Stanley

Forum/Wall Posts

Messaging

VoIP Calls

Play Games

Status Updates

Share Videos/Music/Photos/Stories

Forum/Wall Posts

Messaging

VoIP Calls

Play Games

Status Updates

ConnectivityPresence

Forum/Wall Posts

Messaging

VoIP Calls

Play Games

Status Updates

ConnectivityPresence

57MM Users+166%

390 MM Users+153%

MobileSocial Networking

Kelkoo

Gonzo - Rome, Italy

SlideshareManoman - New Delhi, India

MacKim - Singapore, Republic of Singapore

AmazonGary - Antalya, Turkey

StardollKitty - Oslo, Norway

Ruby on railsStina - Mal Pais, Costa Rica

World ofwarcraft

Josephine - Barcelona, Spain

JaikuRuy - Buenos Aires, Argentina

New YorkTimes

Robert - New York, US

YouTubeFlea - Havanna, Cuba

MySpace

Linda - Manchester, UK

FlickrEster - Rabat, Marocko

VicemagClancy - Detroit, US

OrkutJano - Lima, Peru Ning

Wening - Jakarta, Indonesia

GizmodoWening - Jakarta, Indonesia

Google docs

Holly - Reykjavík, Iceland

TwitterTony - Mexico City, Mexico

FriendfeedFlemming - Copenhagen, Denmark

American apparels

Sina - Acapulco, Hawaii,US

MIXIChikako - Tokyo, Japan

HintmagJessi - Dubai, United Arab Emirates

WordpressRonin - Geneva, Switzerland

AutoblogJean - Paris, France

MSNBetty - Bronx, USA

LunarstormKatrina - Cologne, Germany

eBayLuke, James - Toronto, Canada

FlickrAndy - Atlanta, US

Basecamp

Helene - Stockholm, Sweden

iMeemLatifa - Beirut, Lebanon

ReadWriteWebYeshayahu - Tel Aviv, Israel

LastFMJohnJohn - BoraBora, French Polynesia

PCAlesandrej & Leija - Moscov, Russia

BaiduMeihuh - Beijing, China

PHPSami - Helsinki, Finland

WIIEtef - Kairo, Egypt

WiredShelley - Bundoran, Ireland

PicasaGreg - Manchester, UK

EspnLiza - Rio De Janeiro, Brazil

Broadcast

BroadcastSaturday, December 5, 2009

Consumer

Conversation!

Kotler

Brand strategy

Marketi

ng mix

Banners

Positionering

THINK DIFFERENTTHINK NEW

13:34:47

13:35:01

13:36:21

13:37:01

Innovation

Entertainment

Innovation

Entertainment

Interactivity

Innovation

Entertainment

Interactivity

CreativitySaturday, December 5, 2009

You might think you’re into

when in fact you’re into the business of...

http://www.varialstudio.com/#Clowns

This Is a Logotype

This Is a Product

This Is a Customer

This Is The Brand

Brand =

©Per Robert Öhlin

Friend Adventurer

Father

Creative

Casanova

Mother Guard

Virgin

©Per Robert Öhlin

STORYFriend Adventurer

Father

Creative

Casanova

Mother Guard

Virgin

©Per Robert Öhlin

STORYFriend Adventurer

Father

Creative

Casanova

Mother Guard

Virgin

Your Story?

How does that feel?How does that sound?How does that look?

More important...what does it mean to ME?

You Can’t Move A Brand Without Moving People

things to think about13

1. Think Transparency

http://www.viddler.com/explore/dpzramon/videos/19/Saturday, December 5, 2009

2. Think Like A Nerd

Every interface...

...all the way!

3. Think Link

Your brandpresence online

Services/Offering

Services/Offering Content

“Social content”

FlickrYouTubeDelicious

RSSWidgets

WikisForum

Commentsetc...

Objective

RSSWidgets

WikisForum

Commentsetc...

Objective Value

RSSWidgets

WikisForum

Commentsetc...

ObjectiveConversion Value

RSSWidgets

WikisForum

Commentsetc...

Traffic

RSSWidgets

WikisForum

Commentsetc...

Traffic

RSSWidgets

WikisForum

Commentsetc...

Traffic

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

$ Traffic

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

$ TrafficSUCCESS METRICS

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

Above & below the line

advertising

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

advertising

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent

Point of salePackaging

etc...

advertising

Search engine marketing

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent

etc...

advertising

Search engine optimization

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent

etc...

advertising

The Social internet

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent

etc...

advertising

The Social internet

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent

etc...

Kelkoo

Gonzo - Rome, Italy

SlideshareManoman - New Delhi, India

MacKim - Singapore, Republic of Singapore

AmazonGary - Antalya, Turkey

StardollKitty - Oslo, Norway

Ruby on railsStina - Mal Pais, Costa Rica

World ofwarcraft

Josephine - Barcelona, Spain

JaikuRuy - Buenos Aires, Argentina

New YorkTimes

Robert - New York, US

YouTubeFlea - Havanna, Cuba

MySpace

Linda - Manchester, UK

FlickrEster - Rabat, Marocko

VicemagClancy - Detroit, US

OrkutJano - Lima, Peru Ning

Wening - Jakarta, Indonesia

GizmodoWening - Jakarta, Indonesia

Google docs

Holly - Reykjavík, Iceland

TwitterTony - Mexico City, Mexico

FriendfeedFlemming - Copenhagen, Denmark

American apparels

Sina - Acapulco, Hawaii,US

MIXIChikako - Tokyo, Japan

HintmagJessi - Dubai, United Arab Emirates

WordpressRonin - Geneva, Switzerland

AutoblogJean - Paris, France

MSNBetty - Bronx, USA

LunarstormKatrina - Cologne, Germany

eBayLuke, James - Toronto, Canada

FlickrAndy - Atlanta, US

Basecamp

Helene - Stockholm, Sweden

iMeemLatifa - Beirut, Lebanon

ReadWriteWebYeshayahu - Tel Aviv, Israel

LastFMJohnJohn - BoraBora, French Polynesia

PCAlesandrej & Leija - Moscov, Russia

BaiduMeihuh - Beijing, China

PHPSami - Helsinki, Finland

WIIEtef - Kairo, Egypt

WiredShelley - Bundoran, Ireland

PicasaGreg - Manchester, UK

EspnLiza - Rio De Janeiro, Brazil

Less than 2% can be viewed in the muséum

advertising

The Social internet

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

“ABL & BTL”

AdvertisingInternet

PREvent

etc...

advertising

The Social internet

RSSWidgets

WikisForum

Commentsetc...

UsabilityProduct

presentation

Move budgets

“ABL & BTL”

AdvertisingInternet

PREvent

etc...

4. Think Big

5. Think Small

6. Think Viral

the viral triangle

Partner / Celebrity

the viral triangle

Partner / Celebrity Culture / Lifestyle

the viral triangle

Brand / Product

the viral triangle

Brand / Product

the viral triangle

INNOVATIVEIDEA

Relation to partner

INNOVATIVEIDEA

Relation to partner Relation to culture

INNOVATIVEIDEA

Relation to partner Relation to culture

Relation to brand

BRAND / PRODUCT

PARTNERS/CELEBRITIES

Visionaire - Innovative Print House

Sophie Calle, Andreas Gursky, Cai Guo-Qiang, Steven Klein, Yayoi Kusama, Alasdair McLellan,

Steven Meisel, Guido Mocafico, Nicola Formichetti/Gareth Pugh, Sølve Sundsbø, and

Mario Testino.

CULTURE

Art of print

Innovation

BRAND CORE

KRUG’s paid reach

A drink bloggerwrites about the

campaign

A newspaperpicks up the paper

A design paperpicks up the story and publishes an

article

A socially connectedblogger picks the story

Twitters

Search

A privatechampagne

Collectors

BRAND CORE

KRUG’s paid reach

More bloggers

Bloggers

YouTube etc

Social communication

7. Think New No Matter What

People Say

8. Think Value

9. Think The Nobody

10. Think Stupid

11. Think Sharing

What can you share?

12. Think ‘Beta’

43% of Googles products are beta

Big strategy

Old model of communicationBig idea, big strategy & a lot of time

Big strategy

test with consumers

focus groups

Big strategy

test with consumers

focus groups

Big strategy

test with consumers

focus groups

adaptTVCPrint

OutdoorWeb Campaign

EventPOSetc...

Campaign

Big strategy

test with consumers

focus groups

adaptTVCPrint

OutdoorWeb Campaign

EventPOSetc...

Campaign

measure

Big strategy

test with consumers

focus groups

adaptTVCPrint

OutdoorWeb Campaign

EventPOSetc...

Campaign

measure

Another big strategy

Big strategy

test with consumers

focus groups

adaptTVCPrint

OutdoorWeb Campaign

EventPOSetc...

Campaign

measure

Another big strategy

The new model of product communication

Micro launches, insight, iterations

Small strategy

Iterative development

planbuild

launchmeasure

Small strategy

planbuild

launchmeasure

insight

modify

small strategi

Knowledge

Small strategy

planbuild

launchmeasure

insight

modify

small strategi

Knowledge

planbuild

launchmeasure

iterative development

Small strategy

planbuild

launchmeasure

insight

modify

small strategi

Knowledge

insight

modify

small strategy

Knowledge

planbuild

launchmeasure

Small strategy

planbuild

launchmeasure

go on!

try somethingdifferent

insight

modify

small strategi

Knowledge

insight

modify

small strategy

Knowledge

planbuild

launchmeasure

13. Think Bulls Eye

It’s NOT about reaching

1000 000 in order to sell to 100

It’s about reaching 10 people that reach 100 people that reach 1000 people that...

Scott McCloud

Comics

Scott McCloudThe world of comics

Google Chrome

The viral triangle

A comic book about Google

Chrome

Conclusion!

In 2010

• Think Outside the Box

...we end up here

This is where we want to be

...we end up here

This is where we want to be

Insight+

• Set New Goals

Goal = xxx

Set Your Goal = xxxx

• Set New Goals

• Fight For Your Ideas - Don’t compromise

• Set New Goals

• Always Do More

• Set New Goals

• Always Do More

• Overachieve Budgets

• Set New Goals

• Always Do More

• Think Social

• Set New Goals

• Always Do More

• Think Social

• Set New Goals

• Always Do More

• Think Social

• Dare To Be Different - Dare To Fail

• Set New Goals

• Always Do More

• Think Social

• Dare To Be Different - Dare To Fail

• Demand More Of Others AND Yourselves

Entertain!

Your future client

www.ronnestam.comwww.twitter.com/ronnestam

www.facebook.com/ronnestamwww.flickr.com/ronnestam

Innovative Brand Communication

Business

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