Building Brands in a Post-Digital Age
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EXERCISES IN SELF-DESTRUCTION How to build brands in the post-digital age
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Transcript of Building Brands in a Post-Digital Age
EXERCISES IN SELF-DESTRUCTION
How to build brands in the post-digital age
THIS PRESENTATION WILL SELF-DESTRUCT
IN 18 MONTHS
COMMITMENT
Top Digital Brands Are Committed to Reinvention
THE NEW THINGS IN 2010
Augmented Reality and 3D
Gestural InterfacesStructured Data
and the Semantic WebReal Time
Social Media APIs Location Based Services Image and Voice Recognition
HTML 5
Understanding behavior is more important than understanding technology
Seek technological inspiration from original sources
A creative presentation typically isn’t the best venue to unveil a new technology
Remember our competition is “Shazam” and “Avatar”
THE BALKANIZATION OF THE WEB
SOURCE: COMPETE
THE WEB BEFORE
open standards
THE WEB NOW
itunes
mobile device OS
yelp
wikipedia
BEFORE NOW
STANDARDS Open Proprietary (Mac OS, FBML)
SEARCHABILITY Open to Google Walled Gardens
REACH Anyone Members
AD FORMATS Standardized Customized per platform
TRACKING Cookies Profiles
IDEAS That can live anywhere That are best for “x”
SOURCE: FORRESTER
Destination sites are out. Distributable content is in.
“Social Media Strategy” = “Digital Strategy” = “[X] Strategy”
Channel planning and collaboration are critical
Production got even harder
THE NEW WAY WE USE THE WEB
SOURCE: MORGAN STANLEY
SOURCE: RALPH THE MAGICIAN AND DURANGO3000
READ THIS SWEET PRESO ON SLIDESHARE
THE NEW CRITERIA IN DIGITAL ADVERTISING
Good creative mimics the strengths and conventions of the media in which it lives
When we’re exposed to new technologies we tend to use it in new ways
That’s why digital advertising has tended to be like:
a) Animated print adsb) More targetable DR mailc) Interactive TV spots
Entertainment and Usefulness
Entertainment and Usefulness
FTW! FAIL
“Marketing as a service” is all the rage
But you don’t need a paradigm-shifting, data-driven social media-enabled idea to be relevant in digital marketing
Fuck Click Through Rates
Treat banner ads as real estate for content and/or utility
Experience design is essential for bringing ideas to life
Expand our definition of “creative”
THE NEW PROCESS
63% of CMOs believe traditional brand positioning and advertising is losing their effectiveness
75% of CMOs say they are planning on restructuring their organizations
87% say branding needs to be more flexible because business is more dynamic and fast moving
89% say their marketing is under more scrutiny than ever before
SOURCE: FORRESTER, adolas, jupiter
SOURCE: DAVID ARMANO
The Composer The DJ&SOURCE: GARY STEIN. Thanks Gary!
SOURCE: Forrester
Champion medium-sized ideas
Plan for spontaneity
Bake in actionable metrics
Build programs and platforms that can adapt over time
THE NEW POST-DIGITAL ERA
What happens when everything is
digital?
A lot of the coolest digital stuff isn’t on a screen
“Post-ness” implies mastery of the conventions of the paradigm, and therefore the ability to break them.
What does this mean for... Assignments? Briefs? Ideas? Campaigns? Agencies?
Anyhow, for the next 18 months, lets think about:
(Custom) content ideas that can live anywhere
Iterative, data-informed programs and platforms
Usefulness and usability
Commitment to change
THANKS!
