As globalisation and digitalisation continue to break down the barriers between cultures and geographies we're seeing a rapid rise in global brands, but also in true global celebrities. Celebrities, for better or worse, are brands in their own right and they operate in areas that are passion points for consumers and frequently leverage immense social currency.
Omar Epps, who plays Dr Eric Foreman on the global TV hit House, joins SapientNitro to explore the way celebrities are leveraging cutting-edge marketing techniques and leading in adoption of new digital platforms such as Pinterest, Instragram, or Beeyoo. Global brands can learn from global celebrities to be more effective, but can global celebrities learn from global marketers?
Our open dialogue debate the strategies and communication tactics adopted by both global marketers and celebrities while sharing some of our experiences and insights around supporting global brands. Can 'brand purpose' compete with 'celebrity brands' or do they exist in harmony?
Who's the smarter marketer? In asking who is winning consumer interest we will explore the differences to find new ways to reach consumers, build brands, and drive sales.
13. YET JUST 1 IN 5 SENIOR MARKETERS
CONSIDER THEMSELVES ‘VERY KNOWLEDGEABLE’
ABOUT TECHNOLOGY. OUR SURVEY RESULTS ARE
INDICATING CONSISTENT DIFFERENCES IN HOW
TECHNOLOGY SAVVY MARKETERS PERCEIVE THE
WORLD AROUND THEM AND THE CHALLENGES
THEY WILL NEED TO OVERCOME.
14. OK, SO WHO
IS THE SMARTEST
MARKETER?
@DAZ_MC @OMAREPPS
19. A ‘PURPOSE’, ‘CAUSE’ OR ‘BELIEF’
According to Millward Brown and Stengel the top 50 fastest
growing companies from 2000 – 2010 had one thing in common:
“All of them, regardless of size or category, have been built
on an ideal of improving lives in some way”
34. AND THIS RELEVANCE NOT ONLY SELLS GLOBAL
BRANDS BUT ALSO CREATES THEM
DR. DRE AS GLOBAL ENDORSER FOR HP ADDITIONAL CELEBRITY ENDORSERS EXTEND BEATS BRAND OEM PRODUCT PARTNERSHIPS
CUSTOM CELEB PRODUCT LINES GLOBAL CELEB SPECIFIC LAUNCHES STRATEGIC PRODUCT PLACEMENT
40. LET’S START WITH THE TOP 10 VS TOP 10
1. Jennifer
Lopez
6. Britney
Spears
1. Apple
6. Coca-‐Cola
2. Oprah
Winfrey
7. Kim
Kardashian
2. IBM
7. Marlboro
3. Jus7n
Bieber
8. Katy
Perry
3. Google
8. AT&T
4. Rihanna
9. Tom
Cruise
4. McDonalds
9. Verizon
5. Lady
Gaga
10. Steven
Spielberg
5. MicrosoF
10. China
Mobile
61. GLOBAL BRANDS HAVE RESOURCES THAT
CELEBRITIES CAN’T MATCH
The top 5 global brands spend 20 times more on
research and development then the top 20 celebrities
in the world actually earn.
74. BEEYOO IS A VIDEO PLATFORM FOR
CELEBRITIES TO SHARE THEIR
UNIQUE VIDEO CONTENT WHILE
PROTECTING THEIR BRAND
INTEGRITY AND MONETIZING THE
VALUE OF THEIR SOCIAL
FOLLOWING.
77. FIVE KEY TAKE AWAYS
1. A simple organizing idea will help align fans and consumers to you at a global level.
2. It's OK to localize as long as you remain authentic.
3. Connections, enabled through technology, are re-defining what the definition of a
community is.
4. Leveraging insights driven from a new dearth of data will be invaluable.
5. The only failure in innovation is to not innovate.