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Mattering as the new brand building framework
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Transcript of Mattering as the new brand building framework
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Whats going on?
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Programmatic buyingAutomated adsGrowth hacking
Its possible to create something working out of any idea. Just keep improving till it gets perfect.
Product-market fit Then apply testing to the communication, automate the delivery and you can press anything on ones throat.
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Advertising became cultureSo its everywhere and we dont even realise.
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orDo we need brands at all?
Just names might do the job?The un-branded products in the long tail are pretty sought after already.
The product really is the brand.
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The answer rest in data +168%
+76%
+27%
+21%
High
High
Brand proposition10-Year Brand Value Change 2006 to 2015Source: BrandZ / Millward Brown
Adve
rtising
stren
gth
Low
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+21%
High
High
Brand proposition10-Year Brand Value Change 2006 to 2015Source: BrandZ / Millward Brown
Adve
rtising
stren
gth
Low
Prismacolors great truck?
Speculation
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Viral marketing 2.0Speculation +27%
High
High
Brand proposition10-Year Brand Value Change 2006 to 2015Source: BrandZ / Millward Brown
Adve
rtising
stren
gth
Low
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+76%
High
High
Brand proposition10-Year Brand Value Change 2006 to 2015Source: BrandZ / Millward Brown
Adve
rtising
stren
gth
Low
Branded utilitySpeculation
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+168%
High
High
Brand proposition10-Year Brand Value Change 2006 to 2015Source: BrandZ / Millward Brown
Adve
rtising
stren
gth
Low
New era of brand building?Speculation
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This piece of work does combine innovation and creating something newpackaging, product design, communication and digital. Andy Payne, Global Chief Creative Officer of Interbrand Group.
It's beyond the car and talking about safety in general really made the brand feel like it cared about humanity and it felt like it lifted society to a higher level. It hit on one of the key things we were looking for. Matt Eastwood, Global CCO at J. Walter Thompson
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The 50s
Age of modernism, innovation and optimism. Product wows.
Brand building is always connected to societal agenda.
The 70s
Crisis, lost paradise, pessimism, brands are the lighthouse.
The 90s
Economic growth, wealth emotional branding, status, self-identification.
The 00s
The age of internet, viral marketing blows the marketeers mind.
Now
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All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.
Bill Bernbach
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The internet revealed the dark side of brands and their fake messages
New credibilityNew race for peoples time with the brand
.com
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The new brand building framework. Remarkable brands that matters = Influential brands.
Beyond personality. Beyond purpose.
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Make the mattering part of the brand strategy via solving a valid social/cultural tension.
Beyond CSR.
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Brand as a service / brand utility
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How can we make someones dream come true with an invisible technology?
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https://www.youtube.com/watch?v=TOHdsvOTmGE
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Entrepreneurial thinking.
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Invest the clients money instead of spending it.
Make brands the new Medicis.
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Do not bother with the briefs. The sales will be managed by the programmatic buying and automated creative delivery anyway.
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Nowadays the corporate world, the corporate culture is full of scarcity, limitations and
constraints. On the other side ambitions are high not just the clients but ours as well. Influence
brands, culture and peoples life.
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Which links the high ambition and the constraint together
Embrace the impossibleForget the usual sources and the tried and tested habits
Get multidisciplinary
Find new partners
Develop propelling questions
Read the culture
How to frame the constraints to force an influence breakthrough?
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The only way for realness and authenticity
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The tension between the ambition and constraints sparkle new ideas.
Adam Morgan and Mark Barden: A Beautiful Constraint
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How to sneak 2000 people into a music festival with only one ticket?
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https://www.youtube.com/watch?v=T6nZ9FJ9qv0
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SLOWtensions, societal
changes
FASTtrends, technology,
media
Different cultures
Convergent culture is when some patterns start emerging in the myriad of differences. Convergent culture is a remarkable opportunity, the bluest of oceans. But only of we get there early.
Status convergent. Ever changing but always drives self-identification and self-representation.
Cool convergent It is an attack on status. Cool holds status as an anxious and craven act of conformity.
Culture is dispersive because many more people are making it with more technologies out of new motives and with much less constraints
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Influence.
Change behaviour.
Read culture.
Make culture.
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Experiment with culture
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https://vimeo.com/34373798
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High
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THE NEW BRAND BUILDING AS THE NEW GROWTH ENGINE?
Influence
CSRWho cares?
Fluffyad campaigns
Mattering
Rem
arka
bilit
y
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Regain credibility that you worth the time of the people
New ambition must be coupled with cultural understanding
Instead of CSR make the social tension solving part of the brand strategy
Remarkability and mattering are the new focus points that build influential brands
To remember
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UP AND FORWARD
