Fuzion Seminar Brand Evolution in Social Media Evolution
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17-Oct-2014 -
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Transcript of Fuzion Seminar Brand Evolution in Social Media Evolution
Brand Evolution In The Social Media Revolution Presented by
Bob Demetrius, Senior Creative Director and Partner of LSHD advertising
Brand Evolution In The
Social Media Revolution
Brand Evolution | In The Social Media Revolution
Brand Evolution In The
Social Media Revolution
Spending the Right Message™
Brand Evolution | In The Social Media Revolution
What is Branding Anyway?
Brand Evolution | In The Social Media Revolution
What is Branding Anyway? The creative and social science of
developing a unique differentiated idea, which defines your brand in a direct,
relevant way to your consumer.
Brand Evolution | In The Social Media Revolution
What is Branding Anyway?
Brand Evolution | In The Social Media Revolution
What is Branding Anyway?
Brand Evolution | In The Social Media Revolution
It must be authentic,
Brand Evolution | In The Social Media Revolution
it must be credible,
Brand Evolution | In The Social Media Revolution
and it must provide a positive experience,
Brand Evolution | In The Social Media Revolution
creating an emotional connection,
Brand Evolution | In The Social Media Revolution
defining you from the competition.
Brand Evolution | In The Social Media Revolution
defining you from the competition.
Brand Evolution | In The Social Media Revolution
Why is Brand Experience Important to My Company Anyway?
Brand Evolution | In The Social Media Revolution
Why is Brand Experience Important to My Company Anyway?
A differentiated brand experience identifies your product or service with your target audience
and connects them to you on an emotional level.
That’s where their wallets are!
Brand Evolution | In The Social Media Revolution
What makes a Brand Real?
Brand Evolution | In The Social Media Revolution
What makes a Brand Real?
Understanding your customers expectations and meeting them.
Brand Evolution | In The Social Media Revolution
Credibility – Be real or be gone.
A credible source influences decision makers. Interacting with brands is much like personal relationships.
As a decision maker, we don’t believe a person who isn’t credible.
Brand Evolution | In The Social Media Revolution
Authenticity – Perception is reality.
To be authentic, you must be real. It is essential that the brand experience is authentic
and reflected at every touch-point, within the organization and across all media platforms.
Brand Evolution | In The Social Media Revolution
Innovation – Bring real change.
What is breakthrough technology today is yesterday’s idea. The growing global access to information and services means
brands must provide better, smarter, solutions that positively effect the consumers lives.
Brand Evolution | In The Social Media Revolution
Trust – It is earned, not given.
Trust is the total sum of the credibility, confidence and competency that supports the brand promise, delivered at every touch-point.
Brand Evolution | In The Social Media Revolution
Consistency – Again and again and again.
Delivering the positive brand experience consistently is critical for the long term trust and authenticity of the brand.
Brand Evolution | In The Social Media Revolution
Understanding Your Customers
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
And Meeting Them
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Luxury
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Safety
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Freedom (to go anywhere)
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Brand Evolution | In The Social Media Revolution
Understanding Your Customers’ Expectations
Performance
Brand Evolution | In The Social Media Revolution
Brand Development is Evolving
Brand Evolution | In The Social Media Revolution
Brand Development is Evolving
The explosion of digital mediums is changing the delivery of the message
from one-way push communication to a two-way conversation.
Brand Evolution | In The Social Media Revolution
Brand Development is Evolving
Consumers will have greater influence in brand relationships. The creative principals will not change,
the strategies to communicate the message will.
Brand Evolution | In The Social Media Revolution
“Word of Mouth is the best medium of all.”
Bill Bernbach, CFO and Founder, DDB World Wide Communications Group
Brand Evolution | In The Social Media Revolution
“Word of Mouse will become the medium for brands to connect with their consumers.”
Christina Divigard, Communication Strategist and Founder, New Brand World LTD, UK
Brand Evolution | In The Social Media Revolution
The Two-Way Brand Conversation
The brand evolution strategy model will be based on the three C’s:
Brand Evolution | In The Social Media Revolution
The Two-Way Brand Conversation
Conviction – Belief in your message.
Ensuring key influencers recognize the credibility of your brand promise, and engaging openly with influencers who disagree.
Brand Evolution | In The Social Media Revolution
The Two-Way Brand Conversation
Collaboration – Shared expectations and goals.
Brands will share leadership roles and guidance with key influencers and consumers,
to build and maintain brand consensus.
Brand Evolution | In The Social Media Revolution
The Two-Way Brand Conversation
Creativity – Defining real emotional insights.
Understanding the emotional value and connection, through active consumer participation,
will provide the insights to creative solutions.
Brand Evolution | In The Social Media Revolution
The Two-Way Brand Conversation The principals to employ for success
Brand Evolution | In The Social Media Revolution
The Two-Way Brand Conversation The principals to employ for success
Education I.D. Your Audience Provide Communication Tools Research Listen
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
The Real Thing
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
Nutritious
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
Trustworthy
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands
Think Different
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands?
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands?
Made in America
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands?
Brand Evolution | In The Social Media Revolution
Emotionally Connected Brands?
The Better Coffee Experience
Brand Evolution | In The Social Media Revolution
Thank you!
Questions?