revisiting the old rules of branding

Revisiting the old rules of branding

BRIDGET JUNG CHIEF CREATIVE OFFICER

DIGITASLBI PARIS @BRIDOO

JEAN-PHILIPPE MARTZEL PLANNING & STRATEGY DIRECTOR

DIGITASLBI PARIS @JPMARTZEL

Revisiting the old rules of branding

“CAN YOU GIVE US A DIGITAL POSITIONING FOR OUR BRAND?”

(WE GET THIS QUESTION A LOT)

HOWEVER, YOU CAN’T JUST “ADD-ON” A DIGITAL DIMENSION TO A BRAND PLATFORM.

IT WOULD BE LIKE ASKING A MECHANIC TO ADD WINGS TO A CAR IN ORDER TO MAKE A PLANE…

ADDING ON DOESN’T ALWAYS WORK.

INSTEAD, WE NEED TO GO BACK TO THE FACTORY WHERE IT WAS BUILT, AND CHANGE THE BLUEPRINT TO RE-ENGINEER A BRAND TO BE DIGITAL.

TIMES HAVE CHANGED… !

TODAY, THE AGENCY & THE CLIENT ARE NOT THE ONLY ONES INVOLVED IN DEFINING A BRAND.

“Brands are what people say about you when you're not in the room, and that room has gotten extremely

big and extremely digital.”— JOHN BATTELLE, WIRED FOUNDER

THIS IS WHY WE NEED TO REVISE THE BRANDING BUILDING TOOLS IN ORDER TO BUILD BRANDS THAT ANTICIPATE AND

PLAN FOR CONSUMER PARTICIPATION.

WHEN WE SAY “CONSUMER PARTICIPATION” WE’RE NOT TALKING ABOUT USER GENERATED CONTENT.

!

WE ARE TALKING ABOUT CONSUMER PARTICIPATION AT THE BRAND BUILDING LEVEL.

LET’S LOOK THE BRAND PLATFORM…

THERE ARE MANY MODELS…

SOME MODELS SEEM UNNECESSARILY COMPLICATED

MISSIONBRAND

VISIONBRAND

VALUESBRAND

THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :

MISSIONBRAND

VISIONBRAND

VALUESBRAND

The guiding insight into how the brand sees the world and

the future

THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :

MISSIONBRAND

VISIONBRAND

VALUESBRAND

The unique way the brand will achieve

its vision

THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :

MISSIONBRAND

VISIONBRAND

VALUESBRAND

Things and ideas that the brand

believes in

THERE SEEM TO BE 3 UNIVERSAL INGREDIENTS IN MOST BRAND PLATFORMS :

MISSIONBRAND

VISIONBRAND

VALUESBRAND

IT’S A SELF-CENTRED APPROACH!

BUT WHAT ABOUT THEM?

BUT WHAT ABOUT THEM?

IN A DIGITAL WORLD, BRANDS NO LONGER HAVE TOTAL CONTROL IN DEFINING WHAT THE BRAND IS.

PEOPLE CONTRIBUTE TO BUILDING THE BRAND

WE NEED A NEW INGREDIENT IN THE BRAND PLATFORM :

RELATIONSHIPBRAND

MISSIONBRAND

VISIONBRAND

VALUESBRAND

WE NEED A NEW INGREDIENT IN THE BRAND PLATFORM :

RELATIONSHIPBRAND

It’s the who, where and what of the brand

behaviour. Think of it as different entry points to starting & developing a

relationship.

MISSIONBRAND

VISIONBRAND

VALUESBRAND

Who are the people that inspire the brand? They

could be famous, but don’t have to be. The brand is attracted to these people

because they share the same values and they will help achieve the brand vision.

WHOWhere does the brand hang

out? These places can be real or virtual. It’s where people are most likely to

meet and interact with the brand, share passions and

share experiences.

WHEREWhat subjects or passion

points is the brand genuinely interested in? On these subjects the brand is legitimate and

always interesting to others.

WHAT

RELATIONSHIPBRAND

WHO WHERE WHAT

RELATIONSHIPBRAND

The introduction of these elements gives an authentic and genuine behaviour to the brand, inviting people to start and develop an

ongoing relationship with the brand.

MISSIONBRAND

VISIONBRAND

VALUESBRAND

THIS NEW INGREDIENT HAS A KNOCK-ON EFFECT

Ideas that both brands and people

agree are important

The unique way the brand and people will

achieve the brand vision

The guiding insight into how the brand

sees the world and the future

RELATIONSHIPBRAND

It’s the who, where and what of the brand

behaviour. Think of it as different entry points to starting & developing a

relationship.

MISSIONBRAND

VISIONBRAND

VALUESBRAND

RELATIONSHIPBRAND

THIS REVISED MODEL INVITES A BETTER BALANCE BETWEEN WHAT IS DEFINED BY THE BRAND ITSELF

AND HOW PEOPLE CAN CONTRIBUTE TO IT.

IN SHORT, BRANDS NEED TO BE DIGITAL (FROM THE INSIDE).YOU CAN’T JUST ADD IT ON.