Creating a Bomb-Proof Brand Identity
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Creating a Bomb-Proof Brand Identity The Right Measures of Promotion and Protection Mark Silva Principal & Founder Real Branding. ROADMAP. Creating a Bomb-Proof Brand Identity Integrated Platform: Your best shot at creating a bomb-proof brand is with integration

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Creating a Bomb-Proof Brand IdentityThe Right Measures of Promotion and Protection Mark Silva Principal & FounderReal Branding


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ROADMAP

  • Creating a Bomb-Proof Brand Identity

  • Integrated Platform: Your best shot at creating a bomb-proof brand is with integration

  • Crisis Management: what happens if you get shot at (and you will)?

  • Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control

  • Summary


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According to Scott Bedbury:

  • “Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful”

  • “A brand is the sum of the good, the bad, the ugly, the off-strategy. It is defined by your best…[and] worst product. It is defined by award-winning advertising as by the god-awful ads that somehow slipped through the cracks… It is defined by the accomplishments of your best employee…as well as by the mishaps of the worst hire you ever made…

  • “As such you can’t entirely control a brand. At best you only guide and influence it.”


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INTEGRATION: LIPTON TEA 360º

  • Traditional Agency DDB developed “Tea Can Do That” creative platform to dramatize the healthful benefits of Lipton Tea and inspire reappraisal


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INTEGRATION: LIPTON TEA 360º

  • Online consumers explore the range of the brand promise: how Tea Can Do That

www.Lipton.com


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INTEGRATION: LIPTON TEA 360º

In Site Engagement


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INTEGRATION: LIPTON TEA 360º

LIPTON AOX CONNECTION

Distributed Media Unit


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BEST PRACTICES FOR INTEGRATION

  • Make it a client-lead mandatory

  • Enable through process, budget and events

  • Find ways to reward and recognize integration

  • One brief

  • Set tone & workshops for high performance integration behaviors if necessary

  • Minimize P&L impact for agencies to foster “solutions before land grab” mentality

  • Create Master Contact lists to encourage inclusion

  • Recognize and evangelize the wins in common terms. Tip: allow agencies to share case studies


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CRISIS COMMUNICATIONS

  • We got lucky: our owner base defended us.

    Todd Riley

    eBusiness Marketing & Content Leader Volkswagon USA


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CRISIS COMMUNICATIONS

  • October 24, 2004… Brian Vicker’s Birthday

It's like a hammer to the chest. It takes the wind out of you. – Dale Earnhardt Jr.

What happened yesterday is an unthinkable tragedy. – Greg Wallace

Not only did we lose valuable members of our organization and the motorsports community, we lost friends. – Jeff Gordon


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CRISIS COMMUNICATIONS

ditechracing.com top page

  • An Essential Safeguard with Major Sports Sponsorships and Co-Branded Activations: 24/7 Crisis Communications Across All Media Channels

alternative top page

main media creative

alternative media creative


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BEST PRACTICES FOR CRISIS COMMUNICATIONS ONLINE

  • Imagine the unthinkable and plan for it

  • Create contingency:

    • Press Releases

    • Prepared statements and creative for website and ads

    • Text link versions for website and search

  • Secure pre-approval clearance for release at most senior levels of company

  • Develop a communications action plan for notification if you need to deploy

  • Release as broadly as appropriate

  • Have emergency budget available for search term placement

  • Invite communications from brand lovers


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Putting the Interaction in an Interactive Medium

  • Nature of medium is interactive, so why not more User Generated Content, interactivity from brands?

    • Seen as risky

    • Takes more work

    • Can cost more money

  • Greatest relevance is when first-person“I” connection isunlocked


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Putting the Interaction in an Interactive Medium

  • MyCoke.com At a Glance

    Rationale/Business Case

    Published Results

97%

Teens Online

Passion Points

Hours per Medium

06/2002

03/2004

Meteoric Growth

Big Brand Health Lifts

Stickiest Teen Site Online


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Putting the Interaction in an Interactive Medium

  • MyCoke.com presents a long list of best practices to emulate as appropriate

What’s

New?

Tour forguests

Hours ofOperation

User Accounts

Digital Rewards

Clear,easy-to-find privacy policy

Instant Help

Customization

Listenomics/

Insight Generation


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Putting the Interaction in an Interactive Medium

  • Kimberly-Clarke solution: balance tightly controlled content and moderated User Generated Content

Tightly Controlled

Limited Outcome

User Generated


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Putting the Interaction in an Interactive Medium

  • Distributed Media

  • Temporal/Ephemeral Engagement

ALI G IM INTERACTION


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BEST PRACTICES FOR FIRST-PERSON INTERACTIVITY

  • Establish clear rules of engagement

  • Post terms of use as:

    • Required acceptance at gateway and first use

    • Tips for safety

    • Repeat in all moderated actions

  • Software language filter

  • Monitor by staff and/or 3rd Party personnel

  • Consider the content control spectrum appropriate for your brand and company

  • Consider temporal content (largely here and gone when window is closed)

  • Consider limiting “hours of operation”

  • Plan an exit strategy

  • Insure against risk


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SUMMARY

  • Creating a Bomb-Proof Brand Identity

  • Integrated Platform: Your best shot at creating a bomb-proof brand is with integration

  • Crisis Management: what happens if you get shot at (and you will)?

  • Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control and developing, energizing and managing your brand in ways you may never have expected nor imagined


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THANK YOU

  • MARK SILVA

    REAL BRANDING

    www.RealBranding.com/adtechny/

    San Francisco New York

    2325 Third Street 275 Madison Avenue

    Suite 108 Suite 628

    S.F., CA 94107 N.Y., NY 10016

    415.522.1045 212.878.8825


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