slide1
Download
Skip this Video
Download Presentation
Creating a Bomb-Proof Brand Identity The Right Measures of Promotion and Protection Mark Silva Principal & Founder Real Branding

Loading in 2 Seconds...

play fullscreen
1 / 20

INTEGRATION: LIPTON TEA 360 - PowerPoint PPT Presentation


  • 721 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'INTEGRATION: LIPTON TEA 360' - Gideon


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

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

slide2

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
slide3

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.”
integration lipton tea 360
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
integration lipton tea 3605
INTEGRATION: LIPTON TEA 360º
  • Online consumers explore the range of the brand promise: how Tea Can Do That

www.Lipton.com

integration lipton tea 3607
INTEGRATION: LIPTON TEA 360º

LIPTON AOX CONNECTION

Distributed Media Unit

best practices for integration
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
crisis communications
CRISIS COMMUNICATIONS
  • We got lucky: our owner base defended us.

Todd Riley

eBusiness Marketing & Content Leader Volkswagon USA

crisis communications10
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

crisis communications11
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

best practices for crisis communications online
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
putting the interaction in an interactive medium
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
putting the interaction in an interactive medium14
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

putting the interaction in an interactive medium15
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

putting the interaction in an interactive medium16
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

putting the interaction in an interactive medium17
Putting the Interaction in an Interactive Medium
  • Distributed Media
  • Temporal/Ephemeral Engagement

ALI G IM INTERACTION

best practices for first person interactivity
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
slide19

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
thank you
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

ad