a better way to build brands google v.2

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!