1. Attribute 1:
Based on
Human insight
Next Generation Brands
Quick snippets from today’s brand leaders at Cannes Lions 2011
2. Intriguing
parallel
between
brands and
religion.
Both rely on elaborate story-
telling and both lean on
detailed symbols and
imagery that carry the
brand's (or religion's) story
forward for years on end.
http://www.martinlindstrom.com/
It was found via MRI scans conducted in
six countries, that the regions that were
activated by the exposure to relevant
religious symbols were the same as those
activated by exposure to brands!
3. Brands with great story-telling are typically
associated with grandeur, vision, a clear enemy
and a certain degree of mystery.
“When consumers make these associations, the brand's story tends to
outlast that of its competitors. Little wonder then, that brands like Apple
have such strong brand stories that aid long-term branding. Users, at an
unconscious level, associate the brand and all its products with grandeur
and mystery.
Such brands are called 'Smashables'. They
have 'smashing' brand stories
“
4. US$3 million
'Word-of-Mouth' study
The results of a recent
that tested the '1:9:90' theory
showed that when people were, in
casual face-to-face conversations,
exposed to certain brands, they were
49 per cent more attentive to those
brands later, while interacting with
other people online.
One person is
sufficient to plant
the idea in others'
minds. Then starts
the process of
incubation of the
brand's name and
the ultimate spread
of the same.
“
“
Lindstorm thus insisted that true, powerful
social media is offline, not online, as it starts
at the face-to-face level.
5. Attribute 2:
From Channel
to Content
Next Generation Brands
Quick snippets from today’s brand leaders at Cannes Lions 2011
6. Brands can up
the longevity of
their story on
the multiple
media
platforms that
are accessible
in today's
times
7. “
Sports brands Adidas and Nike have capitalized on the online space and
have cashed in on their association with football to extend their
respective stories.
Today it is not sufficient to just have a
"brand destination" and that a brand
needs to also have, a "brand distribution"
plan that can help etch its story-telling in
users' minds.
“
This is because since 2006, until last year, consumer
involvement with brands online, has shot up. "It has become
a 'world of demand, Consumer empowerment has increased
of late"
8. Nike successfully built engagement online and
added years to its brand story during a time
when Adidas had more market share.
v/s
9. The
Changing
Business
Brands are what people say they are.
www.lbi.co.uk
“
Invest in content rather than the channel.
In resources which have viral potential. Investing in customer
education leads to Advocacy –> is a true Crowd built brand.
10. Earned and
owned media
Paid Media
Won’t buy a product if
they cant find the right
information online
43%
WORD
OF MOUTH
SAMPLES
11. Transformation Case Study:
Jonnie Walker
From
Channel
Identified underlying, global
human truth – men desire
to progress (e.g. be
successful, achieve more,
etc.) [refer attribute #1]
Translated this truth into
positioning – Johnnie
Walker inspires men to
progress
Progress is a global
concept while ‘success’ has
become hollow in many
cultures
12. Localization of
Content and
Design:
Localization keeps it
personal, relevant and
deepens relationships
Keep Walking
campaign
Consistent campaign
for 25+ years
Uses the same insight
and tailors it for local
inventiveness in both
copy and design
China: Success lounge
and experiences
UK: Golf
Kenya : Football Reality
Show
Israel : Army
15. People live in networks
Facebook: Opportunity
to capture and place
advertising close to
recommendations And
moving away from
measuring the number
of fans = 2x the level of
engagement
Seeding and enabling
stories from internal
people
Design for networks
and communities
of mobile web users
watch TV with there
digital devices in hand
86%
are using them for
social networking
40%
HUMANITY + TECHNOLOGY:
Brands should feel like there are
people behind them
18. Transformation case Study:
Google
Driven
by
Be human – find which
applications are right for
your customers – right
place, right time
[refer attribute #1]
Get creative with
technology platforms: –
There are 4 billion
handsets and 1 billion
enabled TVs
Adopt new approaches -
Mobile first then scale to
web, bring back personal
engagement.
Google Beach
Engagement
19. Technology
experiences
delivered with
free smoothies
- from t-shirts
built with android
to live voice
enabled games,
Google beach is
engagement par
excellence
Google beach
setup
Showcasing what's
new…
Humanity + Technology
