aquent/ama webcast: brand consistency is killing digital advertising
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Brand Consistency is Killing Digital Advertising Should we throw brand consistency out the window? Maybe so, according to Justin Cox, senior brand strategist for Pereira O'Dell. In this thought-provoking webcast, Justin discusses how brands need greater flexibility to make the most of each medium in a way that still captures the spirit of the brand.
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Brand Consistency is Killing
Digital Advertising
Presenters:
Senior Brand Strategist, Pereira O'Dell
Alli Libb, Moderator, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio:
Participants (US & Canada, Toll Free): 800.945.9434
Participants (International): +1 212.231.2908
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2
Register on the AMA Website
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Housekeeping Items
RecordingA recording of this presentation will be sent via email
SlidesA link to the slides will be sent via email
Twitter Please reference hash tag: #AMAAquent, when tweeting about this webinar
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Today’s Presenter
Justin Cox
Brand Strategist
Pereira O'Dell
• Helps companies solve business problems
• Develops strategies that create meaningful
connections between brands and consumers
• Known for ClickZ article
Brand Consistency is Killing Digital
Advertising
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BRAND CONSISTENCY
IS KILLING DIGITAL
ADVERTISING
Justin Cox
Pereira & O’Dell
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a theory
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Advertising not product
Budgets and boardrooms
Brand guidelines don’t apply
drink it
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BRAND
CONSISTENCY IS KILLING
DIGITAL
ADVERTISING
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BRAND
INCONSISTENCYLEADS TO A
NEW ERA OF
ADVERTISING
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The brand doesn’t have to look the
same. It just needs to feel the same.
the premise
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what
does this
really
mean
what
does this
really
mean
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the almighty integrated
campaign
THE
IDEA
TV
PR, EVENTS &
STUNTS
PRINTOOH
DISPLAY &
SEARCHSOCIAL
MOBILE &
APPS
PARTNERSHIPS
& CONTENT
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A = B, B = C, A = C
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an
unfortunate
truth
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It feels nice.
It’s easy.
I’m sold.
we have our reasons
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forging
a new
path
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“...This is great work. It puts the product in a whole new light.
I would love to tweak just a few things. Let’s revise the copy
so it matches our print work. And we should send you the TV
spot so you can incorporate that into the interactive
experience pieces. Let’s get all the work on a wall so we can
make sure there is consistency across the board...”
painful
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thanks
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now what
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THOUGHTS ON CREATING AN
INCONSISTENT
BRAND
7
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REDEFINE INTEGRATION1
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integration
isn’t
always
beautiful
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it’s happening elsewhere
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the new
integration
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KNOW WHAT TO EXPECT FROM YOUR PRODUCT, BUT NOT YOUR BRAND
2
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to avoidsomething
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something
to embrace
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PRODUCT FILTER VS.BRAND FILTER
3
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curiously
strong
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Chalky
Noisy
ImportedBite
Metal TinImperfect
ShareableStrong
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DEFINE EVERYTHING THROUGH CONSUMER BEHAVIOR
4
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Cultural Opportunity
Product/Brand’s RoleMedia &Technology
PR Value & Extensions
consumer at the
center
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EMBRACE TECHNOLOGY5
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make it
sexy
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Gesture
Recognition
MobileEverything
Contextual
Wired OOH
APPsSpeech
Recognition
AR
3D Video &
Printing
Pervasive Video
Capture
Linked Data
Recommendation
Engines
Virtual Currency
BRAND
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ADOPT A MEME MENTALITY
6
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don’t
be a
spectator
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be relevant;
be
immediate
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TAKE A BREAK FROM THE SINGLE-MINDED MESSAGE
7
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single-minded isn’t
always the answer
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Redefine integration
Know what to expect from your product, but not your brand
Product filter vs. Brand filter
Define everything through consumer behavior
Embrace technology
Adopt a meme mentality
Take a break from the single-minded benefit
7 thoughts on inconsistency
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It will take time and it will be a pain in the ass.
it’s time for caveats
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It will not work for all brands, but it could work for all brands.
it’s time for caveats
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Working with an unknown brand or a new brand is actually a
good thing.
it’s time for caveats
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You will need media in house.
it’s time for caveats
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A new business pitch will be your best shot.
it’s time for caveats
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“consistency is the
last refuge of the
unimaginative.” oscar wilde
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THANKYOU
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Questions and Answers
How to Submit Questions
1. Submit questions using the chat box located on the left-hand side of your screen.
2. Submit questions via Twitter by referencing the hash tag #AMAAquent
Additional Questions?
Contact Justin at: justin.cox@pereiraodell.com
General AMA Questions can be sent to: alibb@ama.org
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Thank You for your Participation!
Additional Questions?
Contact Justin at: justin.cox@pereiraodell.com
General AMA Questions can be sent to: alibb@ama.org
Recording
A link to the recording of this presentation will be sent to you
Presentation
A link to the presentation will be sent to you
Please reference hash tag: #AMAAquent, when tweeting about this webinar
Today’s Presentation was brought to you by the ReadyTalk Web Conferencing
Platform. If you are interested in learning more about ReadyTalk and their
services, please visit www.ReadyTalk.com/AMA
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