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What the fuck is
    bra(i)nding?
                    Damon CREPIN-BURR

            October 15, 2011 @ Upload Lisbon




1                                   facebook.com/damoncrepinburr
The future of the
    relationship between
    brands and people
    is NOT advertising



2                    facebook.com/damoncrepinburr
3   facebook.com/damoncrepinburr
...and it's not facebook
                      (sorry)




4                      facebook.com/damoncrepinburr
Did you ever
    wonder why digital
    is so addictive?


5                    facebook.com/damoncrepinburr
Cookies
          &
              Laundry




6                 facebook.com/damoncrepinburr
More enjoyment
                 &
                     Less pain




7                        facebook.com/damoncrepinburr
Human nature
    drives digital evolution




8                      facebook.com/damoncrepinburr
People use more digital
                                                                                                                 Artificial Intelligence
                                                                                                                 Digital matches human intelligence



                                                                                                      Human Enhancement
                                                                                                      Digital is embedded in our own body


                                                                                     Augmented Reality
                                                                                     Digital is changing our physical environment


                                                                              Social Networks
                                                                              Digital revolutionizes of our social life




                                                                                                                                  YO
                                                                                                                                    U
                                                                      Mass Interaction




                                                                                                                                      AR
                                                                                                                                        E
                                                                      Digital is part of our identity




                                                                                                                                          H
                                                                                                                                            ER
                                                                                                                                              E
                                                Mass Media
                                                Digital influences behavior


                              Internet
                              Digital is born

                                                                                                  Technologies evolves exponentially faster


9                                                                                                                          facebook.com/damoncrepinburr
People use more digital
                                                                                                              Artificial Intelligence
                                                                                                              Digital matches human intelligence



                                                                                                   Human Enhancement
                                                                                                   Digital is embedded in our own body


                                                                                  Augmented Reality
                                                                                  Digital is changing our physical environment


                                                                           Social Networks
                                                                           Digital revolutionizes of our social life




                                                                                                                               YO
                                                                                                                                 U
                                                                   Mass Interaction




                                                                                                                                   AR
                                                                                                                                     E
                                                                   Digital is part of our identity




                                                                                                                                       H
                                                                                                                                         ER
                                                                                                                                           E
                                             Mass Media
                                             Digital influences behavior


                           Internet
                           Digital is born

                                                                                               Technologies evolves exponentially faster


10                                                                                                                      facebook.com/damoncrepinburr
People use more digital
                                                                                                              Artificial Intelligence
                                                                                                              Digital matches human intelligence



                                                                                                   Human Enhancement
                                                                                                   Digital is embedded in our own body


                                                                                  Augmented Reality
                                                                                  Digital is changing our physical environment


                                                                           Social Networks
                                                                           Digital revolutionizes of our social life




                                                                                                                               YO
                                                                                                                                 U
                                                                   Mass Interaction




                                                                                                                                   AR
                                                                                                                                     E
                                                                   Digital is part of our identity




                                                                                                                                       H
                                                                                                                                         ER
                                                                                                                                           E
                                             Mass Media
                                             Digital influences behavior


                           Internet
                           Digital is born

                                                                                               Technologies evolves exponentially faster


11                                                                                                                      facebook.com/damoncrepinburr
People use more digital
                                                                                                              Artificial Intelligence
                                                                                                              Digital matches human intelligence



                                                                                                   Human Enhancement
                                                                                                   Digital is embedded in our own body


                                                                                  Augmented Reality
                                                                                  Digital is changing our physical environment


                                                                           Social Networks
                                                                           Digital revolutionizes of our social life




                                                                                                                               YO
                                                                                                                                 U
                                                                   Mass Interaction




                                                                                                                                   AR
                                                                                                                                     E
                                                                   Digital is part of our identity




                                                                                                                                       H
                                                                                                                                         ER
                                                                                                                                           E
                                             Mass Media
                                             Digital influences behavior


                           Internet
                           Digital is born

                                                                                               Technologies evolves exponentially faster


12                                                                                                                      facebook.com/damoncrepinburr
People use more digital
                                                                                                              Artificial Intelligence
                                                                                                              Digital matches human intelligence



                                                                                                   Human Enhancement
                                                                                                   Digital is embedded in our own body


                                                                                  Augmented Reality
                                                                                  Digital is changing our physical environment


                                                                           Social Networks
                                                                           Digital revolutionizes of our social life




                                                                                                                               YO
                                                                                                                                 U
                                                                   Mass Interaction




                                                                                                                                   AR
                                                                                                                                     E
                                                                   Digital is part of our identity




                                                                                                                                       H
                                                                                                                                         ER
                                                                                                                                           E
                                             Mass Media
                                             Digital influences behavior


                           Internet
                           Digital is born

                                                                                               Technologies evolves exponentially faster


13                                                                                                                      facebook.com/damoncrepinburr
People use more digital
                                                                                                              Artificial Intelligence
                                                                                                              Digital matches human intelligence



                                                                                                   Human Enhancement
                                                                                                   Digital is embedded in our own body


                                                                                  Augmented Reality
                                                                                  Digital is changing our physical environment


                                                                           Social Networks
                                                                           Digital revolutionizes of our social life




                                                                                                                               YO
                                                                                                                                 U
                                                                   Mass Interaction




                                                                                                                                   AR
                                                                                                                                     E
                                                                   Digital is part of our identity




                                                                                                                                       H
                                                                                                                                         ER
                                                                                                                                           E
                                             Mass Media
                                             Digital influences behavior


                           Internet
                           Digital is born

                                                                                               Technologies evolves exponentially faster


14                                                                                                                      facebook.com/damoncrepinburr
People use more digital
                                                                                                              Artificial Intelligence
                                                                                                              Digital matches human intelligence



                                                                                                   Human Enhancement
                                                                                                   Digital is embedded in our own body


                                                                                  Augmented Reality
                                                                                  Digital is changing our physical environment


                                                                           Social Networks
                                                                           Digital revolutionizes of our social life




                                                                                                                               YO
                                                                                                                                 U
                                                                   Mass Interaction




                                                                                                                                   AR
                                                                                                                                     E
                                                                   Digital is part of our identity




                                                                                                                                       H
                                                                                                                                         ER
                                                                                                                                           E
                                             Mass Media
                                             Digital influences behavior


                           Internet
                           Digital is born

                                                                                               Technologies evolves exponentially faster


15                                                                                                                      facebook.com/damoncrepinburr
People use more digital
                                                                                                              Artificial Intelligence
                                                                                                              Digital matches human intelligence



                                                                                                   Human Enhancement
                                                                                                   Digital is embedded in our own body


                                                                                  Augmented Reality
                                                                                  Digital is changing our physical environment


                                                                           Social Networks
                                                                           Digital revolutionizes of our social life




                                                                                                                               YO
                                                                                                                                 U
                                                                   Mass Interaction




                                                                                                                                   AR
                                                                                                                                     E
                                                                   Digital is part of our identity




                                                                                                                                       H
                                                                                                                                         ER
                                                                                                                                           E
                                             Mass Media
                                             Digital influences behavior


                           Internet
                           Digital is born

                                                                                               Technologies evolves exponentially faster


16                                                                                                                      facebook.com/damoncrepinburr
People
     have
     changed
17        facebook.com/damoncrepinburr
What's the impact
     for brands?




18                       facebook.com/damoncrepinburr
Brands need
     to acknowledge
     that digital is not
     a new media:

     It's part of who we are
19                         facebook.com/damoncrepinburr
And it should be part
     of who they are too…




20                    facebook.com/damoncrepinburr
DOING BEING




21                 facebook.com/damoncrepinburr
Communication strategy                                            Conversation planning


Consumer Relationship Management                                   Vendor Relationship Management


               Reach: Impression                          Engagement: Expression

                               Content                                 Context


                          Sticky                                              Spreadable

      Integrated campaign                                                    Brand attitude

            Advertising
                                    DOING BEING                                  Service

       Competition                                                           Self improvement

               Planing                                              Experimenting

         Marketing and Communication teams                                   Everybody's job

                Hiring                                                    Training

       Brand markets to consumers (top-down)      Brand advocates market to friends (peer to peer)


              Interactivity (if any) predefined              Participation


      Unified consumer experience                                             Diversified experience


              Target is individual users                       Develop social networks


 22                                                                      facebook.com/damoncrepinburr
Bra(i)nding
     Leveraging digital evolution
     (culture & technology)
     to create a brand relationship
     that fullfils people's primal needs
     (more enjoyment & less pain)

23                              facebook.com/damoncrepinburr
Game Dynamics
     = More Enjoyment




24                      facebook.com/damoncrepinburr
Game Dynamics
     = More Enjoyment




25                      facebook.com/damoncrepinburr
26   facebook.com/damoncrepinburr
27   facebook.com/damoncrepinburr
28   facebook.com/damoncrepinburr
29   facebook.com/damoncrepinburr
30   facebook.com/damoncrepinburr
31   facebook.com/damoncrepinburr
Human Enhancement
     = Less Pain




32                  facebook.com/damoncrepinburr
Be digital.
                  It's not another fuc
                                       king media…
     Bra(i)nding
     Leveraging digital evolution
     (culture & technology)
     to create a brand relationship
     that fullfils people's primal needs
     (more enjoyment & less pain)
           Give a shit a bout people.
33         Do things t hat matters!     facebook.com/damoncrepinburr
Thank You!
     Questions? Reactions? Insults?
     My wall is open: facebook.com/damoncrepinburr

              Like the slides?
              Go ahead, still 'em: slideshare.net/damoncb




34                                                          facebook.com/damoncrepinburr

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What the fuck is Bra(i)nding?

  • 1. What the fuck is bra(i)nding? Damon CREPIN-BURR October 15, 2011 @ Upload Lisbon 1 facebook.com/damoncrepinburr
  • 2. The future of the relationship between brands and people is NOT advertising 2 facebook.com/damoncrepinburr
  • 3. 3 facebook.com/damoncrepinburr
  • 4. ...and it's not facebook (sorry) 4 facebook.com/damoncrepinburr
  • 5. Did you ever wonder why digital is so addictive? 5 facebook.com/damoncrepinburr
  • 6. Cookies & Laundry 6 facebook.com/damoncrepinburr
  • 7. More enjoyment & Less pain 7 facebook.com/damoncrepinburr
  • 8. Human nature drives digital evolution 8 facebook.com/damoncrepinburr
  • 9. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 9 facebook.com/damoncrepinburr
  • 10. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 10 facebook.com/damoncrepinburr
  • 11. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 11 facebook.com/damoncrepinburr
  • 12. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 12 facebook.com/damoncrepinburr
  • 13. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 13 facebook.com/damoncrepinburr
  • 14. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 14 facebook.com/damoncrepinburr
  • 15. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 15 facebook.com/damoncrepinburr
  • 16. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 16 facebook.com/damoncrepinburr
  • 17. People have changed 17 facebook.com/damoncrepinburr
  • 18. What's the impact for brands? 18 facebook.com/damoncrepinburr
  • 19. Brands need to acknowledge that digital is not a new media: It's part of who we are 19 facebook.com/damoncrepinburr
  • 20. And it should be part of who they are too… 20 facebook.com/damoncrepinburr
  • 21. DOING BEING 21 facebook.com/damoncrepinburr
  • 22. Communication strategy Conversation planning Consumer Relationship Management Vendor Relationship Management Reach: Impression Engagement: Expression Content Context Sticky Spreadable Integrated campaign Brand attitude Advertising DOING BEING Service Competition Self improvement Planing Experimenting Marketing and Communication teams Everybody's job Hiring Training Brand markets to consumers (top-down) Brand advocates market to friends (peer to peer) Interactivity (if any) predefined Participation Unified consumer experience Diversified experience Target is individual users Develop social networks 22 facebook.com/damoncrepinburr
  • 23. Bra(i)nding Leveraging digital evolution (culture & technology) to create a brand relationship that fullfils people's primal needs (more enjoyment & less pain) 23 facebook.com/damoncrepinburr
  • 24. Game Dynamics = More Enjoyment 24 facebook.com/damoncrepinburr
  • 25. Game Dynamics = More Enjoyment 25 facebook.com/damoncrepinburr
  • 26. 26 facebook.com/damoncrepinburr
  • 27. 27 facebook.com/damoncrepinburr
  • 28. 28 facebook.com/damoncrepinburr
  • 29. 29 facebook.com/damoncrepinburr
  • 30. 30 facebook.com/damoncrepinburr
  • 31. 31 facebook.com/damoncrepinburr
  • 32. Human Enhancement = Less Pain 32 facebook.com/damoncrepinburr
  • 33. Be digital. It's not another fuc king media… Bra(i)nding Leveraging digital evolution (culture & technology) to create a brand relationship that fullfils people's primal needs (more enjoyment & less pain) Give a shit a bout people. 33 Do things t hat matters! facebook.com/damoncrepinburr
  • 34. Thank You! Questions? Reactions? Insults? My wall is open: facebook.com/damoncrepinburr Like the slides? Go ahead, still 'em: slideshare.net/damoncb 34 facebook.com/damoncrepinburr