next generation brands - samir bains
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Attribute 1:
Based onHuman insight
Next Generation BrandsQuick snippets from today’s brand leaders at Cannes
Lions 2011
Intriguing parallel between brands and religion. Both rely on elaborate story-telling and both lean on detailed symbols and imagery that carry the brand's (or religion's) story forward for years on end.
http://www.martinlindstrom.com/
It was found via MRI scans conducted in six countries, that the regions that were activated by the exposure to relevant religious symbols were the same as those activated by exposure to brands!
Brands with great story-telling are typically associated with grandeur, vision, a clear enemy and a certain degree of mystery.
“When consumers make these associations, the brand's story tends to outlast that of its competitors. Little wonder then, that brands like Apple have such strong brand stories that aid long-term branding. Users, at an unconscious level, associate the brand and all its products with grandeur and mystery. Such brands are called 'Smashables'. They have 'smashing' brand stories
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US$3 million 'Word-of-Mouth' study
The results of a recent
that tested the '1:9:90' theory showed that when people were, in casual face-to-face conversations, exposed to certain brands, they were 49 per cent more attentive to those brands later, while interacting with other people online.
Hum
an insi
ght
One person is sufficient to plant the idea in others' minds. Then starts the process of incubation of the brand's name and the ultimate spread of the same.
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Lindstorm thus insisted that true, powerful social media is offline, not online, as it starts at the face-to-face level.
Attribute 2:
From Channelto Content
Next Generation BrandsQuick snippets from today’s brand leaders at Cannes
Lions 2011
Brands can up the longevity of their story on the multiple media platforms that are accessible in today's times
“Sports brands Adidas and Nike have capitalized on the online space and have cashed in on their association with football to extend their respective stories.
Today it is not sufficient to just have a "brand destination" and that a brand needs to also have, a "brand distribution" plan that can help etch its story-telling in users' minds.
“This is because since 2006, until last year, consumer involvement with brands online, has shot up. "It has become a 'world of demand, Consumer empowerment has increased of late"
Nike successfully built engagement online and added years to its brand story during a time when Adidas had more market share.
v/s
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Brands are what people say they are.
www.lbi.co.uk
“Invest in content rather than the channel.In resources which have viral potential. Investing in customer education leads to Advocacy –> is a true Crowd built brand.
Earned and owned media
Paid Media
Won’t buy a product if they cant find the right information online
43%WORDOF MOUTH
SAMPLES
Transformation Case Study:Jonnie Walker
From
Channel
to C
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Identified underlying, global human truth – men desire to progress (e.g. be successful, achieve more, etc.) [refer attribute #1]
Translated this truth into positioning – Johnnie Walker inspires men to progress
Progress is a global concept while ‘success’ has become hollow in many cultures
Localization of Content and Design: Localization keeps it personal, relevant and deepens relationships
Keep Walking campaign
Consistent campaign for 25+ years
Uses the same insight and tailors it for local inventiveness in both copy and design
China: Success lounge and experiencesUK: GolfKenya : Football Reality ShowIsrael : Army
Attribute 3:
Social by Design
Next Generation BrandsQuick snippets from today’s brand leaders at Cannes
Lions 2011
People live in networksFacebook: Opportunity to capture and place advertising close to recommendations And moving away from measuring the number of fans = 2x the level of engagement
Seeding and enabling stories from internal people
Design for networks and communities
of mobile web users watch TV with there digital devices in hand
86%
are using them for social networking
40%HUMANITY + TECHNOLOGY:
Brands should feel like there are people behind them
Attribute 4:
Driven by Innovation
Next Generation BrandsQuick snippets from today’s brand leaders at Cannes
Lions 2011
Transformation case Study:Google
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ven b
y
Innovati
on
Be human – find which applications are right for your customers – right place, right time[refer attribute #1]
Get creative with technology platforms: – There are 4 billion handsets and 1 billion enabled TVs
Adopt new approaches - Mobile first then scale to web, bring back personal engagement.
Google Beach Engagement
Technology experiences delivered with free smoothies - from t-shirts built with android to live voice enabled games, Google beach is engagement par excellence
Google beach setup
Showcasing what's new…
Humanity + Technology
Words trendingthe nextgeneration…