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Themes underpinning digital branding
MACE Congress 2008
Patrick Collings
Sagacite Brand Agency
Stellenbosch15 - 17 October 2008
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Themes
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The flow, not the contours
The art of gliding
15MB is the new 15 minutes
Our virtual reality
Reassembling the fragmentation
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from mainframe to desktop to internet
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internet explorer rapidly losing ground to firefox
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myspace sharing social networking with facebook and others
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mainstream media battling bloggers
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traditional blogging sharing space with micro blogging
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altavista was king before google, will cuil manage to dent the colossus
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understand where your market is
going and why it is going, butappreciate that the vehicle for getting
there will probably change
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you are not in controleven when you think you are
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GMs Chevy Tahoe SUV
video clip of user generated tahoe commercials
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today, everyone can be a director
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video clip of user generated polo commercial
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collection of guinness ads
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video clip of non-sanctioned guinness ad
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... they have to keep on consistently building theirbrands equity so that when a potentially damaging
piece of communication does filter out into theworld, their brand is strong enough and theirconsumers are savvy enough to understand itssource is the public domain.
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your brand does notneed you to be onlineothers will put it there
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invisibleinvisible
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small
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Guidelines
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watch it
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increasingly need to be there
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engage, or not
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integrate
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dont fake it
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dont box the demographic
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7= soaring + gliding + influencing
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accept the loss of complete controland become part of the experience
and conversation
15MB i th 15 i t
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ipod photo by (http://www.flickr.com/photos/78518472@N00/2274202900/)
15MB is the new 15 minutes
video clip of ad men employment ad
http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/8/14/2019 Digital Brand Strategy | Patrick Collings
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as a society we arebecoming more visualvideo beats pictures beats text - trendwatching.com 2008 report
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what sort of numbers are we talking about
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five billionvideos serves each month by youtube
44 percentof all online video consumption
in the U.S.A.
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embedded video clip of instructional video
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what about the news media
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news media is promoting video offlinesouth african media organizations developing
plans with vide as an integral offering
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Guidelines
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you have to be seen
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integrated part of brandcommunication
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parts are greater thanthe whole
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must entertain
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we will increasingly tell our brand
stories in video and need to weaveour brand inextricably into the framesof the video
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Our virtual reality
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video clip of avatar in second life
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video clip of sony home virtual world
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video games
arent these just
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players build their own worlds2
players sell what they own4
1 players create their own stories
players own what they built3
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By 2011, 80% of active internet users
will have an avatarGartner Consulting
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your kidsprobably
alreadydo
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barbiegirls
webkinz
clubpenguin
zwinky
neopets
imvu
second life
gaia
habbo
redlightcenter
kaneva
unique US visitors in Sept 07, in millions
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the
virtuality ofsecond life
introducedthe reality
of avatarsto adults
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from september 2006 to june
2008, the number of second lifemembers grew from 800,000 to14,000,000
they came
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during the same period the
number of simultaneous secondlife users grew from 10,000 to65,000
they played
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in the space of 18 months the
average value of transactions perday on second life went from$500,000 to between $1m and$2m*
they paid
1,000,000 to 2,000,000
* Figure estimated
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32average age
45% females
32avg hours pm
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US
Europe
Japan
Brazil
Canada 17,000
27,000
29,000
160,000
187,000
Most Active Avatars in SL by Region - December 2007
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great virtual land rushphilips c|net adidas mercedes
bmw dell mazda microsoft reuterssony bmg vodafone loreal ibm mtv
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what went wrong
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brands rushed inthey didnt look right or leftattempted to conquer
rather than integratefailed to realize virtual isnot the same as physical
brands stumbled
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what should brands do
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in branded entertainmentnatural integration into the story line
understand how brands operate
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in social media & networksmultiple conversations and loss of control
understand how brands operate
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in user-generated contentunsanctioned content, mashups and fragmentation
understand how brands operate
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some guidelines
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see virtual worlds as evolving stories21 be aware
dont try conquer, immerse3
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see virtual worlds as evolving stories2
treat virtual worlds as petri dishes4
1 be aware
dont try conquer, immerse3
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innovate and produce multiple options
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photo by Esprit de sel's (http://www.flickr.com/photos/esprit_de_sel/2596849895/sizes/l/#cc_license )
avatars are
escaping
their virtual
worlds
http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/8/14/2019 Digital Brand Strategy | Patrick Collings
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of 23 million and counting
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340m i l l i o na c c o u n t s
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Questions
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how close will people
and their avatars track
one another in brand
consumption
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which one will be the
greater influencer onchoice of brand
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will avatars become
brand ambassadors
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what will determine
legal right to ownershipof an avatar
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Reassembling the
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photo by INTVGene (http://www.flickr.com/photos/intvgene/370973576/sizes/l/)
fragmentation
http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/http://www.flickr.com/photos/78518472@N00/2274202900/8/14/2019 Digital Brand Strategy | Patrick Collings
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video clip of the modernista Web 2.0 website
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Observation
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brands must exist in the parts asmuch as they do in the whole
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For ongoing coverage of and commentary on brands in thedigital arena please visit the Brand Architect blog at http://www.collings.co.za/
Thanks to Tyler Reed for introducing me to the quote
15MB is the new 15 minutes
Patrick [email protected]+27 (0)83 616 0967
mailto:[email protected]:[email protected]://www.collings.co.za/http://www.collings.co.za/http://www.collings.co.za/http://www.collings.co.za/Top Related