Reach Connect Effect

New Branding

Reach Connect Effect

� Too much clutter� Creativity Sucks� Consumers aren�t

as dumb as they used to be

� Unacceptable levels of wastage

� The downward spiral ! audience; advertising revenue; content

Section 1 Section 2 Section 3The Problem The Solution The Approaches

Re:think

� The consumer� Branding� Advertising� The Advertising

Agency

Detroit, we have a problem

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The world has changed

Technology

OrganizationConsumer

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Brands have never been more important than they are today

�but Branding as we knew it is dead and buried

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Branding online is not only possible�without it, branding is impossible

Reach Connect Effect

Brand Compression

� Communal marketing and anti-brands have turned the evaluation and influential pressure points on their respective heads � Trust and loyalty are no longer precursors of success

� The branding life cycle has been accelerated and radically compressed� The process is neither linear nor consistent

� Lifetime value of the Customer or Time of their lives� Brand identifiers take on new meaning/context

� Implication: Marketers have got to be opportunistic, entrepreneurial, risk-inclined, dexterous and ready for contingencies

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The Birth of New Branding

� Broadband = Broadb®and� Direct Response and Branding worlds collide

(art & science)� Branding by Numbers (data) � From R.O.I. to R.U.E (form and function)� 3 New Roles for Advertising� Brand Experiences

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New Branding Requires New Metrics

� Recall, Favorability, Consideration, Intent to Purchase are all flawed� Methodologies based on recency of exposure are all

based on false, artificial environments/scenarios� The only real scenario is real time response

� Time spent� Engagement

� Attention� Involvement� Demonstration� Action

� Net Present Value of Branding� Branding or ROI Trackbacks

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New Brand Guidelines� �Data is the DNA; ROI is the currency; Creativity is

the MOJO�� Without the Internet, branding is at best impeded

and at worst impossible� Branding is a journey; an experience

� A never-ending story� The new model is many-to-many� 3 Steps towards New Branding Utopia

� Let go (of control)� Involve your consumers in the process� Integrate a non-linear, fluid and organic approach

� Prepare for contingencies� Experiment � a new kind of budget allocation

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ConsultingIdeationExecutionTraining

� 3 ½ -yr old New Marketing thought leadership & consulting practice:

� Key Presentations: � New Branding� The Changed Consumer� If Content is King, when did it become the Court Jester?, � Getting the most from your Agency� Integration � what it is; what it isn�t; what it should be� The Role for Interactive in the integrated mix� Life after the 30-second spot� How the DVR has forever changed marketing� The democratization of content creation and distribution/ rise of social media

About jaffe, LLC

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Thank you

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e-mail: jaffe@getthejuice.com

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