What is the new brand building framework nowadays which mirrors the recent cultural change? It is all about the new digital techniques, innovative products and brand utility. Why to spend a dime on dishonest ads when you can step up and solve real societal problems as part of the brand strategy.

1. What’s going on?

2. Programmatic buying
Automated ads
Growth hacking
It’s possible to create
something working out
of any idea. Just keep
improving till it gets
perfect.
Product-market fit Then apply testing to the
communication, automate
the delivery and you can
press anything on one’s
throat.
I
II

3. Advertising
became culture
So it’s everywhere and we don’t even
realise.

5. or
Do we need brands at all?
Just names might do the job?
The un-branded products in the long tail are pretty sought after already.
The product really is the brand.

6. The answer
rest in data +168%
+76%
+27%
+21%
High
High
Brandproposition10-YearBrandValueChange2006to2015
Source:BrandZ™/MillwardBrown
Advertisingstrength
Low

8. +21%
High
High
Brandproposition10-YearBrandValueChange2006to2015
Source:BrandZ™/MillwardBrown
Advertisingstrength
Low
”Prismacolor’s”
great truck?
Speculation

9. Viral
marketing 2.0
Speculation +27%
High
High
Brandproposition10-YearBrandValueChange2006to2015
Source:BrandZ™/MillwardBrown
Advertisingstrength
Low

10. +76%
High
High
Brandproposition10-YearBrandValueChange2006to2015
Source:BrandZ™/MillwardBrown
Advertisingstrength
Low
Branded utility
Speculation

11. +168%
High
High
Brandproposition10-YearBrandValueChange2006to2015
Source:BrandZ™/MillwardBrown
Advertisingstrength
Low
New era of
brand building?
Speculation

12. “This piece of work does combine innovation and
creating something new—packaging, product
design, communication and digital.”
— Andy Payne, Global Chief Creative Officer of Interbrand Group.
“It's beyond the car and talking about safety
in general really made the brand feel like it
cared about humanity and it felt like it lifted
society to a higher level. It hit on one of the
key things we were looking for.”
– Matt Eastwood, Global CCO at J. Walter Thompson

13. The 50’s
Age of modernism,
innovation and
optimism. Product
wows.
Brand building is always
connected to societal agenda.
The 70’s
Crisis, lost paradise,
pessimism, brands
are the lighthouse.
The 90’s
Economic growth,
wealth emotional
branding, status,
self-identification.
The 00’s
The age of internet,
viral marketing blows
the marketeers’ mind.
Now
?

14. “All of us who professionally use the
mass media are the shapers of society.
We can vulgerize that society. We can
brutalize it. Or we can help lift it onto
a higher level.”
— Bill Bernbach

16. The internet revealed
the dark side of brands
and their fake messages
New credibility
New race for people’s time with the brand
.com

17. The new brand building
framework.
Remarkable brands that matters = Influential brands.
Beyond personality. Beyond purpose.

18. Make the mattering part of the
brand strategy via solving a
valid social/cultural tension.
Beyond CSR.

19. Brand as a service / brand utility

20. How can we make someone’s dream
come true with an invisible technology?

22. Entrepreneurial thinking.

23. Invest the client’s money
instead of spending it.
Make brands the
new Medicis.

24. Do not bother with the briefs.
The sales will be managed by the programmatic buying and automated creative delivery anyway.

25. Nowadays the corporate world, the corporate
culture is full of scarcity, limitations and
constraints. On the other side ambitions are high
not just the clients’ but ours as well. Influence
brands, culture and people’s life.

26. Which links the high ambition and the
constraint together
Embrace the impossible
Forget the usual sources and the tried
and tested habits
Get multidisciplinary
Find new partners
Develop propelling questions
Read the culture
How to frame
the constraints
to force an
influence
breakthrough?
I
II
III
The only way for realness and
authenticity

27. The tension between the ambition and constraints sparkle new ideas.
• Adam Morgan and Mark Barden:
A Beautiful Constraint

28. How to sneak 2000 people into a music festival with
only one ticket?

30. SLOW
tensions, societal
changes
FAST
trends, technology,
media
Different
cultures
Convergent culture is when some patterns start emerging in
the myriad of differences. Convergent culture is a remarkable
opportunity, the bluest of oceans. But only of we get there early.
Status convergent. Ever changing but
always drives self-identification and self-
representation.
Cool convergent It is an attack on status.
Cool holds status as an anxious and
craven act of conformity.
Culture is dispersive because many more people are
making it with more technologies out of new motives
and with much less constraints

31. Influence.
Change behaviour.
Read culture.
Make culture.

32. Experiment with culture

34. High
High
Low
THE NEW
BRAND
BUILDING AS
THE NEW
GROWTH
ENGINE?
Influence
CSR
Who cares?
Fluffy
ad campaigns
Mattering
Remarkability

35. • Regain credibility that you worth the time of the
people
• New ambition must be coupled with cultural
understanding
• Instead of CSR make the social tension solving part
of the brand strategy
• Remarkability and mattering are the new focus
points that build influential brands
To remember

36. UPAND FORWARD