Brand in the New World - Branimir Brkljac - AllWeb 2014
74
BRAND in the New World AllWeb Skoplje 14.11.2014 Branimir Brkljač
Transcript of Brand in the New World - Branimir Brkljac - AllWeb 2014
BRANDin the
New WorldAllWeb
Skoplje14.11.2014
Branimir Brkljač
The End
HORSELESS
CARRIAGE
CHANGE
What did really
CHANGE?
Once Upon a Time….
Ovde ide tekst
LISTEN TO ME!!!
LOOK AT ME!!!
RULE No. 1
DISTRIBUTION is King
NEW TECHNOLOGY
1990. - 1 billion connected places
2010. - 5 billion connected people 2020.
- 20 billion connected devices
WORLD CAME TO ME
THE WHOLE WORLD IN MY HAND
Ovde ide tekst
ME, MYSELF AND I
Ovde ide tekst
BREAKING NEWS
I HAVE TO TELL YOU SOMETHING
SCREENAGE GENERATION
Ovde ide tekst
BEFORE - AFTER
WHAT DID YOU SAY???
WHERE ARE YOU LOOKING???
RULE No. 1
CONTENT is King
PERSONAL = PRIVATE
PRIVATE = PUBLIC
VIRTUAL WORLD =
REAL WORLD
MEDIA=
TRUST
BUSINESS=
COMMUNICATION
MARKETING=
STORYTELLING
BRAND = STORY
When we find a
STORY we believe in We
want to belong to it
And when we are part of it
We want to share it!
I AM DISTRIBUTION
I AM CONTENT
PROSUMER
„I am not a businessman, I‘m
a business, man!“
Jay-Z
CLIENTS
Measure Measure Measure Measure Measure
AMR SHR
4+ CPPTRP18-49
PUT power ratio
F/MCSOVbreak-drop
DO YOU KNOW THEM?
Cougars
Wordy women
Office Romancers
Surgery Lovers
Unisexuals
Second-Home Buyers
Caffeine Crazies
Impressionable Elites
Social Geeks
Video Game Grown-ups
Non-Profiteers
Mommonis (Italy)
Russian Swings
Mini-Churched
Starving for Life
Young Knitters
Pet Parents
Old New Dads
Dutiful Sons
Sex-Ratio Singles
Commuter Couples
Car-Buying Soccer Mums
Aspiring Snipers
Uptown Tattooed
Late-Breaking Gays
Working Retired
Interracial Families
DYI Doctors
30-Winkers
Extreme Commuters
Tech Fatales
WHO KILLS THE ADVERTISING
WANTED
NEW RULES
Relevant Message establishes Relationship
Right Content triggers Emotions
Proper Context helps get positive Experience
OLD MODEL
ATTENTION
INTEREST
PURCHASE
NEW MODEL
ATTENTION
INTEREST
ENGAGEMENT
CURALATE
PURPOSE
Blake Mycoskie – Chief Shoe Giver
COMMUNITY=
New Database
VULFPECK - Sleepify
Real Time
MARKETING
OREO – You can still dunk in the dark
Within first hour
15,811 retweets
19,610 FB „likes”
Creating and Selling
NEW HABITS
S
PRODUCT=
Content
LEGO
• Mikrosites
• Lego Miniseries
• Lego Click (community platform)
• My Lego Network
• Lego Magazine
• Lego ID
• Legoland
• Lego Club Meetings
• Movie
CONTENT
Content Marketing is the marketing and
business process for creating and distributing
valuable and compelling content to attract,
acquire, and engage a clearly defined and
understood target audience – with the
objective of driving profitable customer action.
DEFINITION No. 1:
Content Marketing is when you own
the media instead renting it!
DEFINITION No. 2:
Turn Fans, Friends, and Followers
into Paying Customers
Why Content Marketing
AGENCIES
MAD MAN
MAD MAN
MATH MAN
MAD MAN
MATH MAN
SPY MAN
S
SURVEILLANCEIS ADVERTISING’S
NEW BUSINESS MODELSep 13, 2014
Hybrid
• Chief Content Officer
• Managing Editor
• Art/Design Director
• Content Creators
• Writers
• Subject Matter Experts
• Partners, Customers and Thought Leaders
IDEAL TEAM STRUCTURE
CREATING:
Buyer Personas
Buyer Journeys
CONTENT PLANNING
GENERATING
IDEAS on a consistent basis
IDEATION
Awareness Knowledge Liking Preference PurchaseConviction
Mapping Content
Early Mid Late
LOVE=
TRUST
