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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.

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