Building digital brandsystems

Media Future, DublinAntony MayfieldMay 2012

@amayfield | @brilliantnoise

One of my favourite things:ThinkingBiases

Biases are filters, models, congnitive shortcuts...

If we were affecting geekiness we’d say brain hacks or something

For instance: Optimists &Pessimists

You wouldn’t want an optimist as your divorce lawyer...

You wouldn’t want a pessimist writing your campaign speech...

In the right context, optimism and pessimism are useful professional filters...

Anyway...

I made the mistake of submitting an over-literal presentation title for today...

Building Digital BrandSystems

Or as you may have heard that...

Building Brand

Blah Blah Blah

So to avoid Charlie Brown’s teacher syndrome...

...I’m going to play on your narrative bias (humans love stories) ...

Hold on to your metaphorical hats - here comes...

Anectdotes and

allegories

I met these nice people from the security industry the other day

They tend are professional pessimists

Threat horizonsInternal threatsRisk reportsThreat assessments The threat of threats

It was interesting to see the world through their eyes for a bit

And one concept they had stuck in my mind...

Let’s talk about AdvancedPersistent Threats

dunhdunhDERRR!!

APT: Organised crime

APT:Hacktivists

APT:Governments

What is anAdvanced PersistentThreat?

Advanced

“...operators behind the threat utilize the full spectrum of computer intrusion technologies and techniques. While individual components of the attack may not be classed as particularly “advanced” (e.g. malware components generated from commonly available DIY construction kits, or the use of easily procured exploit materials), their operators can typically access and develop more advanced tools as required. They combine multiple attack methodologies and tools in order to reach and compromise their target.”

Persistent

“operators give priority to a specific task, rather than opportunistically seeking immediate financial gain. This distinction implies that the attackers are guided by external

entities. The attack is conducted through continuous monitoring and interaction in order to achieve the defined objectives. It does not mean a barrage of constant attacks and malware updates. In

fact, a “low-and-slow” approach is usually more successful.”

Threat

“a level of coordinated human involvement in the attack, rather than a mindless and automated piece of code. The criminal operators have a specific objective and are skilled, motivated, organized and well funded.”

What’s an optimist to do with that?

Look on the bright side...

Advanced Persistent Opportunity

That’s exactly what we need to be doing in digital

We build for campaignswhen we need to build for opportunity

We talk aboutdigital brand legacy

Why?

Digital is causing amarket correction

A funnel thinghappened...

Customer experiencemodels

The correction starts at 20%

What is anAdvanced PersistentOpportunity?

AdvancedSystems

Tools

Dedicated, specialised talent

Persistent

Continuous activity

Self-reliant

Low & slow

Persistence is a goal

OpportunityFocused

Clear goals

Values and value are clear

StarbucksDellBurberry Red Bull Coca-Cola Bank of America Marks & Spencer

APO: Red Bull

APO: Marks & Spencer

APO: O2

APO or APT?The Big Switch

US Navy

image (cc) Wikipedia

Speech briansolis.com

Assemblages

More in a post at antonymayfield.com

Nokia’s Advanced Persistent Opportunity

StoriesNumbers Conversations

1. Consider the social opportunity in everything we do

2. Engage in better conversations with more consumers

3. Deliver personal experiences, be authentic, and earn trust

4. Sharing is more important than control

5. Define clear objectives from the outset

6. Invest and commit to social presences

Connectingwith consumers

Ta-dah!

Further Reading and notes at:

@amayfieldbrilliantnoise.com