GOOD Marketing: A Roadmap for Creating Brand Impact

GOOD Marketing: A Roadmap for Creating Brand Impact An R3 Report

DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES

What Is GOOD Marketing?

The global health pandemic has forced marketers to revisit their brand purpose as staying connected to consumers has meant finding new ways to better serve local communities and society at large.

As brands move forward, some are using this time to revamp their relationships with consumers, placing new emphasis on the importance of having greater sustainable relationships; relationships that will outlast trends and withstand disruption.

During 2021’s MarketingPulse conference, some of the world’s leading marketers shared how they are redefining their strategies to meet the attitudes, expectations, and experiences of the post-COVID Asian consumer.

They are doing this through GOOD marketing - a combination of offering value through unique products and services, mastering the art of storytelling that builds community, and using technology to amplify the consumers’ voice in a way that can change the world for the better.

Speakers at MarketingPulse 2021 represented brands such as:

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GOOD Marketing: A Roadmap for Creating Brand Impact

What is GOOD Marketing?

Brand Purpose

Products & Services That Deliver Value and Unique Experience

Technology

Storytelling

Social, video, e-commerce, livestreaming, first-party data

About the brand About your community

Sales

Dissenters

Users

Advocates

Community Brands have to be ready to respond to two audiences: • Users of a product and service • Voices (opinions that shape the conversation; both advocates and dissenters)

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DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES

Brand Purpose & Delivering Unique & Valuable Services Delivering high quality experiences without lag When it comes to content, consumers want a higher quality of experience, but they don’t want to use more data. Consumers are not getting patient, they want high experiences immediately.

Mark Melling Head of RYOT Studio EMEA //5G Lead EMEA + LATAM, Verizon Media

Verizon with Virtual Travel In partnership with Yahoo, Verizon created a 360°VR travel immersive experience in Hong Kong. To join the campaign, participants activated the AR function on their phones and searched for specific keywords on the Yahoo Hong Kong search engine. Yahoo Hong Kong selected the most-searched local events, moments and places, and brought them to life with AR.

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GOOD Marketing: A Roadmap for Creating Brand Impact

Verizon Doritos Verizon partnered with Doritos to create a global augmented reality quest, registering more than 160,000+ users. The campaign combined virtual objects (Vatoms) with augmented reality and blockchain technology to bring the digital experience to life, providing access via a mobile-only website for players.

Verizon Virtual Fashion The pandemic brought new challenges for the fashion industry and Verizon arranged for a new era of virtual fashion shows in London. Bringing together fashion designers and XR specialists, The Fabric of Reality allowed people to use headsets to follow fashion shows in 3D, in real time, with the ability for participants to interact virtually with the environment.

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Storytelling That Builds Community Insights from Greg Hoffman VP of Global Brand Innovation, Nike (2018-2020), Global CMO, NIKE (2016-2018), VP of Global Brand Experience & Creative, NIKE (2010-2016)

Working with limited budgets Strive for more than a product or service. As a brand, you have to represent an idea or movement that transcends your product or service.

Global companies, local values Empathy is about seeing, feeling and listening to the stories of the individuals where they are.

Brands need to go beyond simple observations.

Only by listening and leaning in can you find a lot of underserved communities in the world.

Cutting through the noise to achieve impact Noise these days doesn’t come just from competitors, When you talk about value, ask yourself, will people talk about it over lunch, over dinner, with family and friends?

Align story with consumer interest Brands should properly express their attitudes, but they should recognize the mainstream values.

Brands can use current issues to combine brand core values to better reflect the brand’s own image.

Emotional connections, digital world Be inspiring in a logical and helpful way, and do it in a context of bringing people together and bringing them to a better place.

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