You can’t just “add-on” a digital dimension to a brand. We are going to look at revisiting the old rules of branding to explore how brands can be digital (from the inside).

1. Revisiting the old rules
of branding

2. BRIDGETJUNG
CHIEFCREATIVEOFFICER
DIGITASLBIPARIS
@BRIDOO
JEAN-PHILIPPEMARTZEL
PLANNING&STRATEGYDIRECTOR
DIGITASLBIPARIS
@JPMARTZEL
Revisiting the old rules of branding

3. “CANYOUGIVEUSADIGITAL
POSITIONINGFOROURBRAND?”
(WEGETTHISQUESTIONALOT)

4. HOWEVER,YOUCAN’TJUST“ADD-ON”A
DIGITALDIMENSIONTOABRANDPLATFORM.

5. ITWOULDBELIKEASKINGAMECHANIC
TOADDWINGSTOACARINORDERTOMAKEAPLANE…

6. ADDINGONDOESN’TALWAYSWORK.

7. INSTEAD,WENEEDTOGOBACKTOTHEFACTORYWHEREITWASBUILT,
ANDCHANGETHEBLUEPRINTTORE-ENGINEERABRANDTOBEDIGITAL.

8. TIMESHAVECHANGED…
!
TODAY,THEAGENCY&
THECLIENTARENOTTHE
ONLYONESINVOLVEDIN
DEFININGABRAND.

9. “Brands are what people say about you when you're
not in the room, and that room has gotten extremely
big and extremely digital.”
—JOHNBATTELLE,WIREDFOUNDER

10. THISISWHYWENEEDTOREVISETHEBRANDINGBUILDING
TOOLSINORDERTOBUILDBRANDSTHATANTICIPATEAND
PLANFORCONSUMERPARTICIPATION.

11. WHENWESAY“CONSUMERPARTICIPATION”WE’RENOT
TALKINGABOUTUSERGENERATEDCONTENT.
!
WEARETALKINGABOUTCONSUMERPARTICIPATION
ATTHEBRANDBUILDINGLEVEL.

12. LET’SLOOKTHEBRANDPLATFORM…

13. THEREAREMANYMODELS…

14. SOMEMODELSSEEMUNNECESSARILYCOMPLICATED

15. MISSION
BRAND
VISION
BRAND
VALUES
BRAND
THERESEEMTOBE3UNIVERSALINGREDIENTS
INMOSTBRANDPLATFORMS:

16. MISSION
BRAND
VISION
BRAND
VALUES
BRAND
The guiding insight
into how the brand
sees the world and
the future
THERESEEMTOBE3UNIVERSALINGREDIENTS
INMOSTBRANDPLATFORMS:

17. MISSION
BRAND
VISION
BRAND
VALUES
BRAND
The unique way the
brand will achieve
its vision
THERESEEMTOBE3UNIVERSALINGREDIENTS
INMOSTBRANDPLATFORMS:

18. MISSION
BRAND
VISION
BRAND
VALUES
BRAND
Things and ideas
that the brand
believes in
THERESEEMTOBE3UNIVERSALINGREDIENTS
INMOSTBRANDPLATFORMS:

19. MISSION
BRAND
VISION
BRAND
VALUES
BRAND
IT’SASELF-CENTREDAPPROACH!

20. BUTWHATABOUTTHEM?

21. BUTWHATABOUTTHEM?
INADIGITALWORLD,BRANDSNOLONGERHAVE
TOTALCONTROLINDEFININGWHATTHEBRANDIS.
PEOPLECONTRIBUTETOBUILDINGTHEBRAND

22. WENEEDANEWINGREDIENTINTHEBRANDPLATFORM:
RELATIONSHIP
BRAND
MISSION
BRAND
VISION
BRAND
VALUES
BRAND

23. WENEEDANEWINGREDIENTINTHEBRANDPLATFORM:
RELATIONSHIP
BRAND
It’s the who, where and
what of the brand
behaviour. Think of it as
different entry points to
starting & developing a
relationship.
MISSION
BRAND
VISION
BRAND
VALUES
BRAND

24. Who are the people that
inspire the brand? They
could be famous, but don’t
have to be. The brand is
attracted to these people
because they share the same
values and they will help
achieve the brand vision.
WHO
Where does the brand hang
out? These places can be
real or virtual. It’s where
people are most likely to
meet and interact with the
brand, share passions and
share experiences.
WHERE
What subjects or passion
points is the brand
genuinely interested in?
On these subjects the
brand is legitimate and
always interesting to
others.
WHAT
RELATIONSHIP
BRAND

25. WHO WHERE WHAT
RELATIONSHIP
BRAND
The introduction of these elements gives an authentic and genuine
behaviour to the brand, inviting people to start and develop an
ongoing relationship with the brand.

26. MISSION
BRAND
VISION
BRAND
VALUES
BRAND
THISNEWINGREDIENTHASAKNOCK-ONEFFECT
Ideas that both
brands and people
agree are important
The unique way the
brand and people will
achieve the brand
vision
The guiding insight
into how the brand
sees the world and the
future
RELATIONSHIP
BRAND
It’s the who, where and
what of the brand
behaviour. Think of it as
different entry points to
starting & developing a
relationship.

27. MISSION
BRAND
VISION
BRAND
VALUES
BRAND
RELATIONSHIP
BRAND
THISREVISEDMODELINVITESABETTERBALANCEBETWEEN
WHATISDEFINEDBYTHEBRANDITSELF
ANDHOWPEOPLECANCONTRIBUTETOIT.

28. INSHORT,BRANDSNEEDTOBEDIGITAL(FROMTHEINSIDE).
YOUCAN’TJUSTADDITON.