give them something to believe in

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"Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society" is a culmination of 3 months of research, planning, design, and passion while interning at Libby Perszyk Kathman in Cincinnati. The presentation covers the importance of creating a brand based around values that resonate throughout the internal dynamics of your company, to the products and services you are offering, to the message you are sending consumers. Trust is at an all time low. It is essential to the success of your brand to create a story that is authentic, relevant, and meaningful. If you'd like to start a conversation, feel free to email me at [email protected] The presentation was inspired by a white paper by idBranding, which can be downloaded from their website idbranding.com​

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  • Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society IZZIE ZAHORIAN izziezahorian.com
  • inspired by Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society
  • This presentation was created in Spring 2008 over the course of three months, while interning at LPK Cincinnati Huge thanks go out to Nathan Hendricks, my friend and mentor, who approached me with the project and allowed me to Give Them Something to Believe In: share it with others The Value of Brand Authenticity You can viewa Transparent Society in the original presentation over at vimeo.com IZ
  • PART ONE: THE OLD MODEL OF BRANDING
  • where it all started the birth of advertising
  • IMPENETRABLE SHELL Y
  • nobody could get in Y
  • nothing could get out Y
  • complete control of brand image WHATEVER a company wants consumers to know
  • what did it look like? most sensational ever!
  • the creative revolution R.E.S.P.E.C.T.
  • Bill Bernbach
  • Ive got a great gimmick.
  • Ive got a great gimmick. Lets tell the truth.
  • the Volkswagen Beetle before Bill Bernbach
  • The Volkswagen brand had some issues:
  • The Volkswagen brand had some issues: Nazi car Pretty ugly Lawn mower-sized engine Not luxury
  • Rather than promote themselves as a glamorous status symbol, VW emphasized reliability, quality, and low-cost maintenance.
  • The ads were witty, honest, and humorous.
  • Bills insight was that people would be wooed by ads which spoke to them in ways they always wanted to be spoken to
  • Bills insight was that people would be wooed by ads which spoke to them in ways they always wanted to be spoken tointelligently.
  • People didnt just want product features shouted at them.
  • People didnt just want product features shouted at them. They wanted the product story told in a compelling and satisfying way.
  • Volkswagon didnt try to be anything it wasnt, which appealed to consumers who valued honesty and authenticity,
  • Volkswagon didnt try to be anything it wasnt, which appealed to consumers who valued honesty and authenticity, and formed the sustainable base of an extremely profitable brand.
  • 2nd creative revolution an experience they love
  • Chiat/Day for Apple combatting conformity, asserting originality youtube.com
  • 2nd Creative Revolution engaging entertaining gave consumers an experience they loved
  • 2nd Creative Revolution engaging entertaining gave consumers an experience they loved demonstrating, not telling like putting on a play
  • memorable play
  • memorable play happy, loyal customers
  • why these approaches dont cut it give them something real
  • Remember that Apple ad? combatting conformity, asserting originality?
  • Remember that Apple ad? combatting conformity, asserting originality? youtube.com
  • Remember that Apple ad? combatting conformity, asserting originality? youtube.com People dont want an act.
  • People want honesty. People want something real.
  • Todays Consumer harder to convince probes their own truth less likely to stay loyal
  • Todays Consumer harder to convince probes their own truth less likely to stay loyal Which is why its so important to cover all of your bases.
  • Nike
  • Nike is cool.
  • Nike is cool. Cutting-edge ideas Stunning design Provactive advertising
  • Nike
  • Nike sucks.
  • Nike sucks. What happened?
  • Nike was charged with abusive labor practices in their overseas sweatshops.
  • People were outraged and Nike sales plummeted.
  • Why are people bothering to probe?
  • Why are people bothering to probe? isnt sweet advertising good enough?
  • Because Its not about best, fanciest, or cheapest.
  • Because Its not about best, fanciest, or cheapest. Its about meaning.
  • Give Them Something to Believe In: The Value of Brand Authenticity in a Transparent Society
  • I love these shoes.
  • I love these shoes. I must have these shoes.
  • I love these shoes. I must have these shoes. But Im not going to buy these shoes
  • I love these shoes. I must have these shoes. But Im not going to buy these shoes because I know about this:
  • I love these shoes. I must have these shoes. But Im not going to buy these shoes because I know about this: And if I bought those shoes
  • I love these shoes. I must have these shoes. But Im not going to buy these shoes because I know about this: And if I bought those shoes I would be supporting this
  • I love these shoes. I must have these shoes. But Im not going to buy these shoes because I know about this: And if I bought those shoes I would be supporting this And frankly, I dont like what that says about me.
  • PART TWO: A NEW MODEL OF BRANDING
  • COMPANY CONSUMERS CONSUMERS CONSUMERS CONSUMERS CONSUMERS
  • COMPANY CONSUMERS who trust and identify with your brand CONSUMERS who trust and identify with your brand VALUES & CONSUMERS BELIEFS who trust and identify with your brand CONSUMERS who trust and identify with your brand CONSUMERS
  • How to Build a Brand Culture
  • How to Build a Brand Culture 1 Figure out who you are and who you want to reach.

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