TBWA
Nicolas Bordas TBWA Europe
Brand Content,
Branded Content,
Brand Culture…
What makes the
difference?

18/05/201
4
22/11/2011
19/05/2013
24/03/201
3

« Nicolas, je te confirme que nous
considérons désormais la publicité comme
une forme de contenu de marque. On a sans
doute trop insisté sur les différences entre
publicité et brand content. Plutôt que
d’opposition, on peut parler d’inclusion en
considérant que la publicité est une forme de
contenu de marque, conditionnée par des
contraintes techniques et historiques. »
- Daniel Bô
www.nicolasbordas.fr/archives_posts/et-si-la-brand-culture-tirait-enfin-la-chasse-deau-du-brand-content

Brand Content:
Strategic content that contributes to the brand’s
vision and to the creation of its own specific culture.

BRAND CONTENT
(from TV ads to product placement)
+
BRAND EXPERIENCE
=
BRAND CULTURE

BUT THERE IS EFFICIENT BRAND
CONTENT
AND THERE IS USELESS BRAND
CONTENT…

What’s the brand?
85,212,84863,377,156

What’s the outcome?

To be or not to be viewed?

Nescafé
157,157
182,153189,326

The best brand content is…
STRATEGIC SHAREABLE
EFFECTIVE EFFICIENT
&
&

WHAT IS AT STAKE FOR NEW
BRAND CONTENTS IS THEIR
SHAREABILITY.

BUT SHAREABLE IS USELESS
IF IT IS NOT STRATEGIC,
IN LINE WITH A BRAND BELIEF.

Brand Belief
Brand
Content

10 STRATEGIC &
SHAREABLE BRAND
CONTENTS

Evian: live young.
90,564,388

Volvo Trucks: precise directional steering.
73 484 660

Dove: real beauty.
63,374,948

Budweiser: best buds.
50,961,499

Nike: surpass yourself.
The Last Game:
59,396,285

Pepsi: live for now.
42,502,833

Redbull: gives you wings.
36,684,599

Chipotle: cultivate a better world.
12,947,853

Coca-Cola: open happiness.
Happiness machine
(2010): 6,270,936

SNCF: connecting Europe.
1,165,160

Think strategic. Think
shareable.