Page 1

Digital: Branding in a connected world.


Digital: Branding in a connected world

So, what is digital?


 Web sites

 Mobile

 Virtual Worlds

 Branded Content

 Viral Videos

 ipTV

 Search

 Widgets

 Dialogue

 Social Media

 Gaming

 Advertising


So, what is digital?

Digital is conversation.


Digital: Branding in a connected world

 On-demand marketing – consumers decide to tune in  No longer a broadcast or a monologue – interaction  Brand + Consumer – experiences, functionality & content  Consumer + Consumer – trust & community  Many more connected platforms – shared experiences


So, what is digital?

Digital is collaboration.


Digital: Branding in a connected world

 Between brands and consumers – co-creation  Consumer to consumer – culture of ‘open’ lives  Across disciplines – software + storytelling  Across technologies – materials + chips


So, what is digital?

Digital is endless functions.


Digital: Branding in a connected world

 Platforms for engaging customers – do what they want to  Functional value beyond communicating information  Services and utilities for customers – fit into their lives  Triggering conversations – get them talking  Better listening – metrics, monitoring and fine tuning


So, what is digital?

Digital is network eect.


Digital: Branding in a connected world

 Active participation in digital communities  Storytelling by multiple members + experiences  Massively distributed and dynamic  New ways to meet and share passions  Shifting trust in sources of information


So, what is digital?

Digital is value exchange.


Digital: Branding in a connected world

 Entertainment is the established, most familiar  Community, utility or experience consumers enjoy  Leveraging data for customized, personalized experiences  Value to the consumer by connecting in their lives


So, what is digital?

Digital is transparency.


Digital: Branding in a connected world

 Consumers are tagging everything with ratings or opinions  ‘The consumer owns the brand’ is really true, now  Social media allows instantaneous word of mouth  People aren’t organized by rank – they’re screen names


Digital: Branding in a connected world

How do we think digital?


Digital: Branding in a connected world


How do we think digital?

Extreme lateral thinking.


Digital: Branding in a connected world

 Discard all previous conventions about what things can be  Create new art forms and mash ups  Find new ways of telling stories using digital media  Break down walls and work with diverse contributors


How do we think digital?

Burger King - Crispin Porter Boguski


Digital: Branding in a connected world

Disregarding previous conventions  Could have done the standard movie promo – BK logo on everything  Drove everyone online to Simpsonize Yourself – leveraged social media  Within a few weeks, they had 40,000,000+ people taking the time  It was the number one searched item on Google for an entire day


How do we think digital?

Storytelling with data.


Digital: Branding in a connected world

 Live data feeds into media as content  Personalization and customization  All media will be addressable in a Web 3.0 world  Data-driven, communal storytelling on peoples’ passions


How do we think digital?

Nike & Apple


Digital: Branding in a connected world

Data-driven, communal storytelling around the passion of running  The sport band provides vital performance information for the runner  The Nike+ platform provides a way to get connected with other runners  Runners have a very useful tool that enhances their experience & life  Nike energized their best consumers and has a way to listen to the story


How do we think digital?

Reach those that count.


Digital: Branding in a connected world

 Recognize the power of differential marketing o

20% of customers who drive 80% of sales

 Energize the people who care most about your brand o

Ambassadors share good news about brands

o

They are all becoming digital media publishers

 Provide great platforms for them – everywhere


How do we think digital?

Unilever/Vaseline - Ogilvy


Digital: Branding in a connected world

Energized the people who care most about the brand  Enabled Vaseline marketing to be the listening function in the company  Triggered a conversation and then allowed Vaseline to listen and react  Videos were developed around a theme to start the conversation  Drove a very high level of engagement with consumers who care most


How do we think digital?

IBM - Ogilvy


Digital: Branding in a connected world

Engaged the audience everywhere, anytime with branded platform  A branded, cross-platform, device-independent media player  Shifted marketing dollars from TV to the development of content  The documentaries were available everywhere


How do we think digital?

Constantly reďŹ ning.


Digital: Branding in a connected world

 Testing, learning and innovating with diverse partners  An extreme example is co-creation  Campaigns today are always in ‘beta’ mode – optimized  Agencies need to reinvent themselves and their thinking  Marketers need to reinvent the way they work with agencies


How do we think digital?

Cisco - Ogilvy


Digital: Branding in a connected world

Campaigns today are always in ‘beta’ mode and need to be optimized  Allows Cisco marketing to constantly optimize their latest marketing  Need to rewire our marketing brains & see digital platforms as always in motion  Utilize the ability of digital to add enhancements in the middle of things


theLiveBrand

How do we work in digital?


Digital: Branding in a connected world


How do we work in digital?

Empower many disciplines.


Digital: Branding in a connected world

 Experience designers work from a product development perspective toward useful, desirable and usable  Agencies work from the perspective of consumer insights and conceptual creativity for the brand  Experiences in digital channels demand a collision of both  Teams are strong or weak at the intersections of the disciplines and points of overlap


How do we work in digital?

Foster collaboration.


Digital: Branding in a connected world

 People who can appreciate data – everything is measurable  Curious people who like to poke around and see what things are made of – ask the right questions  Expressive people – able to tell a compelling story, motivate and inspire a design team to execute against an insight  Appreciation for the senses, anything that appeals to the sensory dimension


How do we work in digital?

Innovate new possibilities.


Digital: Branding in a connected world

 Advertising supported entertainment  Social networking – peer to peer  Mobile – everywhere in real time  Data sharing – linked and transparent  Customized and personal

What is digital?  

A presentation of the basic principles of the new digital economy.