PUT THE MOCO

IMAGE HERE –

READIING MAG

IN MASK

THE TEN

COMMANDMENTS OF

BRAND BRAVERY

Paul Kemp-Robertson

Co-founder / Contagious

@ContagiousPaul

1. ASK HERESY

QUESTIONS

BE COUNTER-INTUITIVE

“ARE WE A

TECHNOLOGY

COMPANY NOW?”

Nike / Fuel Points become currency

“WHY CAN’T YOU

PRINT MAKE-UP?”

‘The definition of beauty is

something women should be able

to control, not corporations.

The cosmetics industry makes a

whole lot of money on a whole lot

of bullshit.’

Grace Choi

Mink /

Mink / At-home makeup 3D printer

2. CREATE DYNAMIC

COLLABORATIONS

1 + 1 = 3

CONTEXT

Pantene & The Weather Channel /

Beautiful hair whatever the weather

• Pre-emptive advice

maps specific products

to consumer needs

• Smooths the path

to purchase

• Rewards engagement

with discount

• 33% sales increase

COLLABORATE ON

ENGAGEMENT, DON’T

COMPETE FOR

ATTENTION

One hyper-focused, personalized brand

communication is worth more than a thousand

almost-right messages

3. GO FOR THE WOW

FACTOR

CREATE SOME NOISE

M J Bale, Heritage Bank / Visa payWave

M J Bale, Heritage Bank /

4. HAVE A PURPOSE

SOLVE PROBLEMS /

Become part of a bigger eco-system

Brands can behave like NGOs

Coca-Cola / EKOCENTER

5. BE SOFTWARE

CENTRIC /

EMBRACE DATA

DATA AS STORYTELLER

HER

PERSONALISED

INTERACTION

Patrick Rosenthal / EmoSPARK / $375!

6. GET PERSONAL /

Try iBeacons

Mammut / Social Connect

Sproutling / Smart baby monitor

Cue / Bluetooth-enabled health tool

7. PLACE A LOT OF

SMALL BETS AND

GET TO WORK

JOIN THE 5% CLUB

Foxtel / Alert Shirt

Molecule-R / Aromafork

8. WEAPONIZE YOUR

AUDIENCE

SOCIAL BUSINESS

KLM / Social Business

9. THE WHEEL

DOESN’T ALWAYS

NEED REINVENTING

USE WHAT’S THERE

The Walking Dead + TV2 / Dating the dead

10. BE A KID.

STAY INQUISITIVE.

Moff / Bluetooth-enabled wristband

Jibo / Family friendly robot

Hristiyan Pavlov / Immersive Books

“Creating experiences has become the most

important medium for communicating with

customers. People must feel it”

Ivan Poupyrev / Disney Research

THANK YOU@ContagiousPaul