The World Federation of Advertisers has launched Project Reconnect, an initiative where we listen to what people really want from brands and advertising, in order to give marketers practical guidance and ensure that their behaviour is in tune with what people want and expect. In doing so, we have teamed up with We Are Social and talked with marketers about the marketing that they find most inspiring - the marketing that has built truly Great Brands. This presentation shares some of the discoveries we've made.
How consumers use technology and the impacts on their lives
What makes a great brand?
1. #ProjectReconnect • 1We Are Social & The World Federation of Advertisers
WHAT MAKES A
GREAT BRAND?SENIOR MARKETERS SHARE THEIR THOUGHTS
we
are
social
3. #ProjectReconnect • 3We Are Social & The World Federation of Advertisers
We Are Social has been working with the
World Federation of Advertisers to explore
what best-practice marketing will look like
in the future, based on the projections of
the world’s top marketers. This document
shares some of our initial research findings.
4. #ProjectReconnect • 4We Are Social & The World Federation of Advertisers
VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP
MARKETERS WHAT DEFINES GREAT BRANDS
5. #ProjectReconnect • 5We Are Social & The World Federation of Advertisers
DURING OUR DISCUSSIONS, THE SAME FEW
BRANDS HAVE COME UP AGAIN AND AGAIN
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WHAT DO THEY ALL HAVE IN COMMON?
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WE’VE IDENTIFIED 5 ELEMENTS THAT
HELP TO MAKE A BRAND ‘GREAT’
5!
8. #ProjectReconnect • 8We Are Social & The World Federation of Advertisers
#1A GREAT BRAND’S VALUE
PROPOSITION EXTENDS
BEYOND ITS PRODUCTS
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THE BEST BRANDS CHANGE OUR
PERCEPTIONS OF THE WORLD
10. #ProjectReconnect • 10We Are Social & The World Federation of Advertisers
EXAMPLE: RED BULL CHALLENGES PEOPLE’S
CONCEPT OF WHAT IS HUMANLY POSSIBLE
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RED BULL INSPIRES US TO EXPLORE OUR
LIMITS, AND ACHIEVE SOMETHING MORE
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TIP: DON’T DEFINE YOUR BRAND BY WHAT
YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN
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#2GREAT BRANDS AREN’T
JUST DIFFERENTIATED;
THEY MAKE A DIFFERENCE
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MARKETERS LOVE BRANDS
WITH A CONSCIENCE
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BRANDS SHOULD OFFER SOMETHING TO
BUY INTO, NOT JUST SOMETHING TO BUY
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EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND
PROMISE, NOT JUST THE BRAND’S PRODUCTS
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TIP: BRING YOUR BRAND’S VALUE TO LIFE BY
BRINGING YOUR BRAND’S VALUES TO LIFE
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#3GREAT BRANDS DON’T
INTERRUPT PEOPLE;
THEY INVOLVE THEM
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MARKETING THAT ACTIVELY INVOLVES
THE AUDIENCE IS MORE ENGAGING
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EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS
FROM ITS INCLUSIVE MARKETING APPROACH
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TIP: ACTIVELY INVOLVE YOUR AUDIENCES
IN CO-CREATING A DEMOCRATIC BRAND
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#4GREAT BRANDS
ENGAGE OUR
EMOTIONS
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ACTIVITIES THAT RESONATE WITH AUDIENCES’
EXPERIENCES DRIVE GREATER ENGAGEMENT
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EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS
CREATE A STRONG EMOTIONAL RESPONSE
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APPEALING TO EMOTIONS DELIVERS MORE
PROFOUND AND ENDURING CONNECTIONS
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TIP: AIM FOR HEART-
STRINGS, NOT EYEBALLS
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#5GREAT BRANDS
HELP PEOPLE TO
HELP THEMSELVES
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USE MARKETING TO HELP PEOPLE ACHIEVE
THEIR GOALS AS WELL AS BRAND GOALS
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EXAMPLE: AMEX’S OPEN FORUM ENGAGES
PEOPLE THROUGH ADVICE, NOT ADVERTS
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TIP: DELIVER VALUE IN EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION
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DELIVER ACTIVITIES PEOPLE CARE ABOUT,
AND THEY’LL CARE ABOUT THE BRAND TOO
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#PROJECTRECONNECT
@WFARECONNECT
SHARE YOUR THOUGHTS:!
34. #ProjectReconnect • 34We Are Social & The World Federation of Advertisers
~ Will Gilroy, World Federation of Advertisers!
“
ABOUT PROJECT RECONNECT!
Project Reconnect is an initiative from
the World Federation of Advertisers to listen
to what people really want from brands and
advertising. We aim to give marketers practical
guidance to help ensure their behaviour is in
tune with what people want and expect.
35. #ProjectReconnect • 35We Are Social & The World Federation of Advertisers
JOIN THE CONVERSATION:
HTTP://WWW.PROJECT-RECONNECT.COM
36. Making Friends & Influencing People • 45We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
37. wearesocial.sg • @wearesocialsg • 233We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG