Creating a Bomb-Proof Brand Identity

The Right Measures of Promotion and Protection Mark Silva Principal & FounderReal Branding

ROADMAP

Creating a Bomb-Proof Brand Identity

Integrated Platform: Your best shot at creating a bomb-proof brand is with integration

Crisis Management: what happens if you get shot at (and you will)?

Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control

Summary

According to Scott Bedbury:

“Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful”

“A brand is the sum of the good, the bad, the ugly, the off-strategy. It is defined by your best…[and] worst product. It is defined by award-winning advertising as by the god-awful ads that somehow slipped through the cracks… It is defined by the accomplishments of your best employee…as well as by the mishaps of the worst hire you ever made…

“As such you can’t entirely control a brand. At best you only guide and influence it.”

INTEGRATION: LIPTON TEA 360º

> Traditional Agency DDB developed “Tea Can Do That” creative platform to dramatize the healthful benefits of Lipton Tea and inspire reappraisal

INTEGRATION: LIPTON TEA 360º

www.Lipton.com

> Online consumers explore the range of the brand promise: how Tea Can Do That

INTEGRATION: LIPTON TEA 360º

In Site Engagement

INTEGRATION: LIPTON TEA 360º

LIPTON AOX CONNECTION

Distributed Media Unit

BEST PRACTICES FOR INTEGRATION

Make it a client-lead mandatory Enable through process, budget and events Find ways to reward and recognize integration One brief Set tone & workshops for high performance

integration behaviors if necessary Minimize P&L impact for agencies to foster

“solutions before land grab” mentality Create Master Contact lists to encourage

inclusion Recognize and evangelize the wins in common

terms. Tip: allow agencies to share case studies

CRISIS COMMUNICATIONS

> We got lucky: our owner base defended us.Todd Riley

eBusiness Marketing & Content Leader

Volkswagon USA

CRISIS COMMUNICATIONS

> October 24, 2004… Brian Vicker’s Birthday

It's like a hammer to the chest. It takes the wind out of you. – Dale Earnhardt Jr.

What happened yesterday is an unthinkable tragedy. – Greg Wallace

Not only did we lose valuable members of our organization and the motorsports community, we lost friends. – Jeff Gordon

> An Essential Safeguard with Major Sports Sponsorships and Co-Branded Activations: 24/7 Crisis Communications Across All Media Channels

ditechracing.com top page

alternative top page main media creative

alternative media creative

CRISIS COMMUNICATIONS

BEST PRACTICES FOR CRISIS COMMUNICATIONS ONLINE

Imagine the unthinkable and plan for it Create contingency:

Press Releases Prepared statements and creative for website and ads Text link versions for website and search

Secure pre-approval clearance for release at most senior levels of company

Develop a communications action plan for notification if you need to deploy

Release as broadly as appropriate Have emergency budget available for search term

placement Invite communications from brand lovers

Putting the Interaction in an Interactive Medium

> Nature of medium is interactive, so why not more User Generated Content, interactivity from brands?– Seen as risky– Takes more work– Can cost more money

> Greatest relevance is when first-person“I” connection isunlocked

Putting the Interaction in an Interactive Medium

> MyCoke.com At a GlanceRationale/Business Case

Published Results

0

5

10

15

20

ReadingPhone Radio TV Internet

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

5000000

06/2002 03/2004

97%

Teens Online Hours per Medium Passion Points*

0 100 200 300 400

Blogs

Email

Gaming

IM

Music

0

5

10

15

20

25

30

35

Minutes

Cokemusic.com

Bolt.com

Seventeen.com

Alloy.com

Mtv

MP3.com

ElleGirl.com 0 5 10 15

Cool

My K ind

Music

Purch Intent

Fav Brand

Meteoric Growth Stickiest Teen Site Online Big Brand Health LiftsSources: The Coca-Cola Company, Nielsen Net Ratings, @plan, Various. *Passion points index for illustration only

Putting the Interaction in an Interactive Medium

> MyCoke.com presents a long list of best practices to emulate as appropriate

Digital Rewards

User Accounts

Instant Help

CustomizationListenomics/

Insight Generation

Hours ofOperation

Clear,easy-to-find

privacy policy

Tour forguests

What’sNew?

Putting the Interaction in an Interactive Medium

> Kimberly-Clarke solution: balance tightly controlled content and moderated User Generated Content

Tightly Controlled User GeneratedLimited Outcome

BEST PRACTICES FOR FIRST-PERSON INTERACTIVITY

Establish clear rules of engagement Post terms of use as:

Required acceptance at gateway and first use Tips for safety Repeat in all moderated actions

Software language filter Monitor by staff and/or 3rd Party personnel Consider the content control spectrum appropriate

for your brand and company Consider temporal content (largely here and gone

when window is closed) Consider limiting “hours of operation” Plan an exit strategy Insure against risk

SUMMARY

Creating a Bomb-Proof Brand Identity

Integrated Platform: Your best shot at creating a bomb-proof brand is with integration

Crisis Management: what happens if you get shot at (and you will)?

Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control and developing, energizing and managing your brand in ways you may never have expected nor imagined

THANK YOU

> MARK SILVA

REAL BRANDING

www.RealBranding.com/adtechny/

San Francisco New York

2325 Third Street 275 Madison Avenue

Suite 108 Suite 628

S.F., CA 94107 N.Y., NY 10016

415.522.1045 212.878.8825