By James Campbell - Associate Creative Director. As technology and media evolve, the consumer encounters brands in unpredictable ways. This presentation will cover concepts and strategies for creating evocative branded experiences, across all media, devices or situations. As we look into the future, brands must represent themselves as a whole entity, and exhibit integrity at all touch points…especially those you can't control.

1. ANTIPLATFORM
CREATING EFFECTIVE BRAND EXPERIENCES
l liberateyourbrand.com 2
Thursday, April 18, 13

2. ANTIPLATFORM
l liberateyourbrand.com 3
Thursday, April 18, 13

3. ANTIPLATFORM
A BRAND
“...the promise, the big idea, and the
expectations that reside inside each
customer’s mind about a product,
service, or company. A brand is
shorthand. It stands for something.”
- Alina Wheeler
Designing Brand Identity (2006)
l liberateyourbrand.com 3
Thursday, April 18, 13

4. ANTIPLATFORM
A BRAND
l liberateyourbrand.com 3
Thursday, April 18, 13

5. ANTIPLATFORM
A BRAND
...is not a logo
l liberateyourbrand.com 3
Thursday, April 18, 13

6. ANTIPLATFORM
A BRAND
...is not a logo ...is not a tagline
Think Different.
l liberateyourbrand.com 3
Thursday, April 18, 13

7. ANTIPLATFORM
A BRAND
...is not a logo ...is not a tagline ...is not a product
Think Different.
l liberateyourbrand.com 3
Thursday, April 18, 13

8. l liberateyourbrand.com 4
Thursday, April 18, 13

9. ANTIPLATFORM
BRANDING EVOLUTION
Features Experience
“What is is” “What you feel”
1925 2000
1900 1950
Benefits Identification
“What it does” “Who you are”
l liberateyourbrand.com 5
Thursday, April 18, 13

10. ANTIPLATFORM
BRANDING EVOLUTION
‣ Messages ‣ Conversations
‣ Static ‣ Dynamic
‣ Saying ‣ Doing
‣ Look & Feel ‣ Experience
‣ Posing ‣ Authenticity
‣ Simplicity ‣ Complexity
l liberateyourbrand.com 5
Thursday, April 18, 13

11. 2013
engagement
l liberateyourbrand.com 6
Thursday, April 18, 13

12. The belief that people learn most effectively
by doing things rather than sitting and listening.
SEYMOUR PAPERT
l liberateyourbrand.com 7
Thursday, April 18, 13

13. ANTIPLATFORM
ENGAGEMENT PRE-REQ
‣ Differentiation ‣ All backed by a truly
‣ Consistency exceptional and integral
‣ Voice product offering
‣ Innovation
l liberateyourbrand.com 8
Thursday, April 18, 13

14. ANTIPLATFORM
ENGAGEMENT IS NOT
‣ Activity ‣ Tweets
‣ Conversation ‣ Comments
‣ Likes ‣ +1’s
‣ Follows ‣ Posts, Hits, CTR, etc.
l liberateyourbrand.com 9
Thursday, April 18, 13

15. ENGAGEMENT (n):
Creating windows of enhanced attention
to influence behavior & motivations
l liberateyourbrand.com 10
Thursday, April 18, 13

16. l liberateyourbrand.com 11
Thursday, April 18, 13

17. BUT WHY ALL THIS CRAP?
ENGAGEMENT creates the opportunity for
BRAND SALIENCE – A brand’s propensity to be noticed
or come to mind in buying situations by increasing the
quanitity & quality of memory structures buyers hold
about your brand.
l liberateyourbrand.com 12
Thursday, April 18, 13

18. AND HOW?
Brand Salience = (engagement)(value exchange)
l liberateyourbrand.com 13
Thursday, April 18, 13

19. AND HOW?
Brand Salience = (engagement)(value exchange)
l liberateyourbrand.com 13
Thursday, April 18, 13

20. AND HOW?
Brand Salience = (engagement)(value exchange)
l liberateyourbrand.com 13
Thursday, April 18, 13

21. l liberateyourbrand.com 14
Thursday, April 18, 13

22. WHAT IS
YOUR BRAND
HERE FOR?
HOW CAN
IT HELP?
l liberateyourbrand.com 15
Thursday, April 18, 13

23. have a point
of view
On the world. On culture. On people.
Not just a position in a category.
l liberateyourbrand.com 16
Thursday, April 18, 13

24. understand
what your
segments want
Don’t just take your benefits and apply them to
segments. Take what they demand, and see what
fits. If it doesn’t fit, move on. Don’t force it.
l liberateyourbrand.com 17
Thursday, April 18, 13

25. the future
isn’t messaging
The future is in ideas that solve business
problems in a CULTURALLY POSITIVE WAY.
l liberateyourbrand.com 18
Thursday, April 18, 13

26. in the wild
l liberateyourbrand.com 19
Thursday, April 18, 13

27. ANTIPLATFORM
NIKE MAG AUCTION
ENGAGEMENT: 1,500 Exclusive Nike Mags were
auctioned on ebay. All proceeds went to benefit
the Michael J. Fox Foundation - including a
$50m match from Sergey Brin.
Highest winning bid: $9,959.00 (10)
Lowest winning bid: $2,300.00 (7)
TOTAL RAISED: $5,695,190.53 (x2)
l liberateyourbrand.com 20
Thursday, April 18, 13

28. ANTIPLATFORM
NIKE MAG AUCTION
VALUE EXCHANGE: Connect snearheads, Back
to the Future fans, and the Parkinson’s
community to relive their youthful hopes and
raise money for Parkinson’s research.
BRAND SALIENCY: Scarcity value of the
product and a CSR brand boost increases
saliency outside the core sports territory.
Justifies a ridiculous price premium in a
recessionary market.
l liberateyourbrand.com 20
Thursday, April 18, 13

29. Nike (2000)
We want to inspire you to victory.
l liberateyourbrand.com 21
Thursday, April 18, 13

30. Nike (2000)
We want to inspire you to victory.
Nike (2012-present)
We give you the power to be victorious.
l liberateyourbrand.com 21
Thursday, April 18, 13

31. l liberateyourbrand.com 22
Thursday, April 18, 13

32. l liberateyourbrand.com 23
Thursday, April 18, 13

33. THEY SHOULD BE SCARED:
Too Predictable = No Surprise
No Surprise = Nothing New
Nothing New = No Value
l liberateyourbrand.com 24
Thursday, April 18, 13

34. l liberateyourbrand.com 25
Thursday, April 18, 13

35. ANTIPLATFORM
BRANDING EVOLUTION
Features Experience
“What is is” “What you feel”
1925 2000
1900 1950
Benefits Identification
“What it does” “Who you are”
l liberateyourbrand.com 26
Thursday, April 18, 13

36. 2013
engagement
l liberateyourbrand.com 27
Thursday, April 18, 13

37. ANTIPLATFORM
FURTHER READING
The Brand Gap by Marty Neumeier
Designing Brand Identity by Alina Wheeler
Return on Engagement by Tim Frick
Brand Sense by Martin Lindström
Worldmade Series by JWT
l liberateyourbrand.com 28
Thursday, April 18, 13