Fuzion Seminar Brand Evolution in Social Media Evolution

transcript

Brand Evolution In The Social Media Revolution Presented by

Bob Demetrius, Senior Creative Director and Partner of LSHD advertising

Brand Evolution In The

Social Media Revolution

Brand Evolution | In The Social Media Revolution

Brand Evolution In The

Social Media Revolution

Spending the Right Message™

What is Branding Anyway?

What is Branding Anyway? The creative and social science of

developing a unique differentiated idea, which defines your brand in a direct,

relevant way to your consumer.

It must be authentic,

it must be credible,

and it must provide a positive experience,

creating an emotional connection,

defining you from the competition.

Why is Brand Experience Important to My Company Anyway?

A differentiated brand experience identifies your product or service with your target audience

and connects them to you on an emotional level.

That’s where their wallets are!

What makes a Brand Real?

Understanding your customers expectations and meeting them.

Credibility – Be real or be gone.

A credible source influences decision makers. Interacting with brands is much like personal relationships.

As a decision maker, we don’t believe a person who isn’t credible.

Authenticity – Perception is reality.

To be authentic, you must be real. It is essential that the brand experience is authentic

and reflected at every touch-point, within the organization and across all media platforms.

Innovation – Bring real change.

What is breakthrough technology today is yesterday’s idea. The growing global access to information and services means

brands must provide better, smarter, solutions that positively effect the consumers lives.

Trust – It is earned, not given.

Trust is the total sum of the credibility, confidence and competency that supports the brand promise, delivered at every touch-point.

Consistency – Again and again and again.

Delivering the positive brand experience consistently is critical for the long term trust and authenticity of the brand.

Understanding Your Customers

Understanding Your Customers’ Expectations

And Meeting Them

Luxury

Safety

Freedom (to go anywhere)

Performance

Brand Development is Evolving

The explosion of digital mediums is changing the delivery of the message

from one-way push communication to a two-way conversation.

Consumers will have greater influence in brand relationships. The creative principals will not change,

the strategies to communicate the message will.

“Word of Mouth is the best medium of all.”

Bill Bernbach, CFO and Founder, DDB World Wide Communications Group

“Word of Mouse will become the medium for brands to connect with their consumers.”

Christina Divigard, Communication Strategist and Founder, New Brand World LTD, UK

The Two-Way Brand Conversation

The brand evolution strategy model will be based on the three C’s:

Conviction – Belief in your message.

Ensuring key influencers recognize the credibility of your brand promise, and engaging openly with influencers who disagree.

Collaboration – Shared expectations and goals.

Brands will share leadership roles and guidance with key influencers and consumers,

to build and maintain brand consensus.

Creativity – Defining real emotional insights.

Understanding the emotional value and connection, through active consumer participation,

will provide the insights to creative solutions.

The Two-Way Brand Conversation The principals to employ for success

Education I.D. Your Audience Provide Communication Tools Research Listen

Emotionally Connected Brands

The Real Thing

Nutritious

Trustworthy

Think Different

Emotionally Connected Brands?

Made in America

The Better Coffee Experience

Thank you!

Questions?

Fuzion Seminar Brand Evolution in Social Media Evolution

Business