a better way to build brands google v.2
DESCRIPTION
TRANSCRIPT
BRAND Anna Yashchenko, Brand Sales Activation Specialist, Google
BRANDS
A better way to build
EMOTIONAL RESPONSE through story telling
LOVE AND TRUST that are built over time
MASS Audience
Media Communication
Currencies
MASS Audience
Media Communication
Currencies
UNLIMITED CHOICE any content, any time, any screen
TRADITIONAL METRICS
Cost/GRP
Reac
h VOD TV
will not drive new strategies
WINNING HEARTS remains the key objective
STORIES RELATIONSHIPS Tell great Build stronger
PEOPLE Find the right
STORIES RELATIONSHIPS Tell great Build stronger
PEOPLE Find the right
“TODAY'S TOOLSET IS A MUCH SHARPER SET OF KNIVES.”
Wendy Clark, SVP Marketing Coca-Cola
Find the right people through
DATA
ADVERTISER DATA Visited advertiser website, downloaded mobile app
THIRD PARTY DATA Visited retailer website or online shop
GOOGLE DATA Visited sites on the web, watched videos
TRAVEL VIDEOS On video networks
TRAVEL COMMUNITIES On social networks
TRAVEL SITES Across the web
TRAVEL APPS On mobile
Find the right people through
CONTEXT
Find the right people through
CHOICE
Innovative formats helps to reach only engaged users
How many people do I need to build my business?
How will I find them?
STORIES RELATIONSHIPS Tell great Build stronger
PEOPLE Find the right
STORIES RELATIONSHIPS Tell great Build stronger
PEOPLE Find the right
Ajaz Ahmed, founder of AKQA, Digital Agency for Nike
“THE CHALLENGE IS TO BE INNOVATIVE WITH THE NEW TECHNOLOGY TO TELL A
STORY IN A BETTER WAY.”
CLINIQUE Consultancy approach online
BRAND PROMISE The best expression of your
Without the restrictions of
TIME
DOVE 3:01 min, 163M views
Structuring the
CONVERSATION
BMW Structuring the conversation
SNICKERS Same story, told differently
ADAPTED for new platforms
STORIES RELATIONSHIPS Tell great Build stronger
PEOPLE Find the right
What is my brand story? How do I tell it in the most
compelling way?
STORIES RELATIONSHIPS Tell great Build stronger
PEOPLE Find the right
“WHAT'S CHANGED IS HOW YOU NURTURE THE RELATIONSHIP”
Joey Bergstein, CMO Seventh Generation
Relationships are accelerated through
RECOGNITION
I visited
I clicked
I watched
I subscribed
I followed I searched
I bought
STORIES RELATIONSHIPS Tell great Build stronger
PEOPLE Find the right
How can technology allow me to build stronger
relationships faster?
STORIES RELATIONSHIPS Tell great Build stronger
PEOPLE Find the right
How many people do I need to build my business?
How will I find them?
What is my brand story? How do I tell it in the most
compelling way?
How can technology allow me to build stronger
relationships faster?
BRANDS
A better way to build
Thank you!