brandflux - real-time brand intelligence

8/14/2019 BrandFlux - Real-Time Brand Intelligence

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BrandFlux

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“Getting information off

the Internet is like taking adrink from a fire hydrant.”

—Mitchell Kapor



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BrandFlux

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+1.646.365.3149 fx

There is no future. Only a

volatile present tense.Today the fastest,

best-informed brands win.



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BrandFlux

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The future is now:

“What if you could peer into the thoughts of millions of

people as they were thinking those thoughts or shortly

thereafter? And what if all of these thoughts were

immediately available in a database that could be minedeasily to tell you what people both individually and in

aggregate are thinking right now about any imaginable

subject or event? Well, then you’d have a different kind

of search engine altogether. A real-time search engine.A what’s-happening-right-now search engine.”

—Erick Schonfeld, TechCrunch



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BrandFlux

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The future is now:

“Real-time conversation is what’s next”

—Paul Bucheit, Creator of Google Gmail, Google AdSense

“Search Twitter in realtime - see what the world is doingright now.”

—Twitter’s Google Search Page Description

“Part of the appeal of Twitter to many people is theplatform’s ability to provide real-time information; the

live Web works remarkably well there so far...”

—Noah Mallin, Search Views



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BrandFlux

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How does this work?

Aggregate. Use technology to gather information inreal-time in a broad and sweeping way.

Contextualize. Give the information shape, value and

meaning through a collaborative real-time conversation.

Edit. Turn this information into Intellectual Property that

defines actionable strategies and tactics with organic

origins, contextual meaning and high value.

Innovate. Create and deliver insightful communications,

products or services in real-time through a sustainable,

“always on” model.



External InformationInternal Information

BlogsRSS

TwitterFacebook

TelevisionNewspaper

Sales Force

Radio

YouTubeSocialMediaR&D

Local-store managersField managers

SuppliersCustomer Surveys

Paid ResearchDaily sales reports

CompetitiveSurveys

Supplier and

Manufacturer Data

Search

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BrandFlux

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Aggregate. How does this work?



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BrandFlux

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Aggregate. How does this work?

Aggregation brings together information coming frominternal sources and external sources—information that, inmany cases, runs on parallel paths within an organization.

Paid, third-party research, white papers and sales reportsall come together in one place. Most importantly, the vaststream of information from the Internet is also depositedhere in a real-time stream. This is the first step to gettingan objective view of what is taking place around a brand.

The digital curation of this flow of data is in itself a valuableasset to any brand.



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BrandFlux

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Context

Aggregated Knowledge

Mid-Level

Executive-Level

Low-Level

Contextualization occurs in real-time

through familiar interactive activities.

Higher levels are granted more access and control.

Favoring

Commenting

Discussing

Re-Aggregating

Tagging

Sharing

Contextualize. How does this work?



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BrandFlux

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Contextualize. How does this work?

Contextualization adds value.

This is especially powerful because it is happening bothinternally and externally, giving a broad view of how theaggregated information begins to relate. Here connections

are made. Connections that overcome the parallel pathsthat information traveled on prior to aggregation.

The ability to access information, has hierarchicallimitations. Field sales won’t gain access to management’s

most sensitive data, but can still offer input on informationoutside of their daily routines.



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BrandFlux

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Edit. How does this work?

Intellectual PropertyStrategists

Strategic Reports

Tactical Alerts

Thoughtleaders

Planners



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BrandFlux

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Edit. How does this work?

Today IP is the holy grail of the new marketing landscape.

Editing information creates Intellectual Property.

Editing is a proven skill set performed by talent who isalready immersed in the world of divining tactics and

strategies from information. In this scenario, however,

that talent is armed with contextualized information that is

fresher and more valuable than they have ever had accessto. They are now working in real-time.



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BrandFlux

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Innovate. How is this different?

Always On

Real-Time



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BrandFlux

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Innovate. How is this different?

Information is most valuable when it is fresh. It’s utility isderived from immediacy. Innovation means the most, whenit is needed the most. And when it is custom built.

Now innovation can be delivered in real-time and matchedto real-time needs. In an always on model. Constantlyreaffirming value and creating a sustainable dynamic.

An agency can evolve to place where it not only drives

the innovation of communications, but can also influenceproducts or services in real-time and become a living,breathing part of a brand’s very existence.



When presented withbold new ideas, people

will reference whatthey know.

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BrandFlux

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BrandFlux

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What this is not.

A twitter app. A new kind of planning process. A

substitute for great creative thinking. A blog. An

iPhone app. A wiki. A substitute for sound strategic

thinking. The new :30 second spot. A network of

blogs. A search engine. An algorithm. A networkof search engines. Crowdsourcing. A mashup.



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BrandFlux

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What this is.

An always on business model that generates intellectualproperty and bespoke innovation from collective knowledgein real-time.

A business model that is scalable and future proof and fostersa long-term relationship between the agency and it’s clients.

A relationship based on thinking and collaborating thatinherently renews itself simply by existing.



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“The future is alreadyhere. It's just not veryevenly distributed.”

—William Gibson



Thank you.

BrandFlux

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brandflux - real-time brand intelligence

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