Showing Your Brand Story Online
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meta tation TATION TELLING YOUR BRAND STORY ONLINE FITC TORONTO APRIL 29, 2014
description
with Dave Benton Interactive Creative Director, metajive Presented live at FITC Toronto 2014 on April 27-29, 2014 In this session, Dave Benton will discuss his strategy to effectively convey a brand online. Constructing a plot, defining your brand anchor and refining your message will be the focus of this talk. Leveraging real world examples, you will receive the tools to effectively tell your own brand stories. Go behind the scenes and see how Webby awarded brand experiences were created. About Dave Benton Dave is the driving force behind metajive, since its inception in 1999. Dave headed to San Francisco to become a ‘hired gun’ for a handful of the big agencies in the city. Dave worked on everything he could get his hands on, which included Disney, Banana Republic, Gap and Mike’s Hard Lemonade. After settling in Del Mar, California Dave developed metajive, whose high-profile clients include Porsche, Quiksilver, DC Shoes, NASCAR, Microsoft, Intel and Virgin America. Metajive also works closely with agencies such as JUXT, Cramer Krasslet, Eleven Inc, & Grip Ltd on their top-level accounts. When Dave isn’t working he’s trying to catch a few waves.
Transcript of Showing Your Brand Story Online
meta tationTATIONTELLING YOUR BRAND STORY ONLINE
FITC TORONTOAPRIL 29, 2014
Telling your Brand Story Online
@metajive
We are an independently owned interactive studio focused on partnerships
to create exceptional experiences.
We are an independently owned interactive studio focused on partnerships
to create exceptional experiences.
METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATE GREAT EXPERIENCES
METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATE GREAT EXPERIENCES
METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATE GREAT EXPERIENCES
METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATE GREAT EXPERIENCES
BRAND
origins of branding
sure logos are important but why….
t$35
Value:
$15,000,000,000
PRO TIP #1: Be Different
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PRO TIP #2: Know Your WHY
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glassy baby brand
glassy baby brand* apparently no one
tells her no
glassy baby brand
PRO TIP #3: Know Your Audience
glassy baby brand
glassy baby brand
PRO TIP #4: Make It All Cohesive
APP GEAR PROJECT
APP GEAR PROJECT
TV COMMERCIAL mONTAGE
STORY
steven king
PRO TIP #5: Leave Nothing To Chance
Why Do Brands Use Stories?
A good story connects the brands values with your own
TIP #6: Show Your Strengths !
VIRGIN AMERICA PROEJCT
ONLINE
Why is telling a story online different?
TIP #7: Let The Content Guide You
EB PROJECT
EB PROJECT
TIP #8: Organize Your Story In
bite size pieces
TIP #9: Create Something
Memorable
“You should be able to cover up the logo and still identify the company because the look
and feel is so distinctive.” !
— Michael Bierut
thumb over magazine ad
show app
show leaderboard
TIP #10: Keep It Simple
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be bold
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be different
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be strong
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play long
