#ProjectReconnect • 1 We Are Social & The World Federation of Advertisers

WHAT MAKES A GREAT BRAND? SENIOR MARKETERS SHARE THEIR THOUGHTS

we are social

#ProjectReconnect • 2 We Are Social & The World Federation of Advertisers

#ProjectReconnect • 3 We Are Social & The World Federation of Advertisers

We Are Social has been working with the

World Federation of Advertisers to explore what best-practice marketing will look like in the future, based on the projections of the world’s top marketers. This document

shares some of our initial research findings.

#ProjectReconnect • 4 We Are Social & The World Federation of Advertisers

VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP MARKETERS WHAT DEFINES GREAT BRANDS

#ProjectReconnect • 5 We Are Social & The World Federation of Advertisers

DURING OUR DISCUSSIONS, THE SAME FEW BRANDS HAVE COME UP AGAIN AND AGAIN

#ProjectReconnect • 6 We Are Social & The World Federation of Advertisers

WHAT DO THEY ALL HAVE IN COMMON?

#ProjectReconnect • 7 We Are Social & The World Federation of Advertisers

WE’VE IDENTIFIED 5 ELEMENTS THAT HELP TO MAKE A BRAND ‘GREAT’

5!

#ProjectReconnect • 8 We Are Social & The World Federation of Advertisers

#1 A GREAT BRAND’S VALUE PROPOSITION EXTENDS BEYOND ITS PRODUCTS

#ProjectReconnect • 9 We Are Social & The World Federation of Advertisers

THE BEST BRANDS CHANGE OUR PERCEPTIONS OF THE WORLD

#ProjectReconnect • 10 We Are Social & The World Federation of Advertisers

EXAMPLE: RED BULL CHALLENGES PEOPLE’S CONCEPT OF WHAT IS HUMANLY POSSIBLE

#ProjectReconnect • 11 We Are Social & The World Federation of Advertisers

RED BULL INSPIRES US TO EXPLORE OUR LIMITS, AND ACHIEVE SOMETHING MORE

#ProjectReconnect • 12 We Are Social & The World Federation of Advertisers

TIP: DON’T DEFINE YOUR BRAND BY WHAT YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN

#ProjectReconnect • 13 We Are Social & The World Federation of Advertisers

#2 GREAT BRANDS AREN’T JUST DIFFERENTIATED;

THEY MAKE A DIFFERENCE

#ProjectReconnect • 14 We Are Social & The World Federation of Advertisers

MARKETERS LOVE BRANDS WITH A CONSCIENCE

#ProjectReconnect • 15 We Are Social & The World Federation of Advertisers

BRANDS SHOULD OFFER SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY

#ProjectReconnect • 16 We Are Social & The World Federation of Advertisers

EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND PROMISE, NOT JUST THE BRAND’S PRODUCTS

#ProjectReconnect • 17 We Are Social & The World Federation of Advertisers

TIP: BRING YOUR BRAND’S VALUE TO LIFE BY BRINGING YOUR BRAND’S VALUES TO LIFE

#ProjectReconnect • 18 We Are Social & The World Federation of Advertisers

#3 GREAT BRANDS DON’T

INTERRUPT PEOPLE; THEY INVOLVE THEM

#ProjectReconnect • 19 We Are Social & The World Federation of Advertisers

MARKETING THAT ACTIVELY INVOLVES THE AUDIENCE IS MORE ENGAGING

#ProjectReconnect • 20 We Are Social & The World Federation of Advertisers

EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS FROM ITS INCLUSIVE MARKETING APPROACH

#ProjectReconnect • 21 We Are Social & The World Federation of Advertisers

TIP: ACTIVELY INVOLVE YOUR AUDIENCES IN CO-CREATING A DEMOCRATIC BRAND

#ProjectReconnect • 22 We Are Social & The World Federation of Advertisers

#4 GREAT BRANDS ENGAGE OUR

EMOTIONS

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ACTIVITIES THAT RESONATE WITH AUDIENCES’ EXPERIENCES DRIVE GREATER ENGAGEMENT

#ProjectReconnect • 24 We Are Social & The World Federation of Advertisers

EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS CREATE A STRONG EMOTIONAL RESPONSE

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APPEALING TO EMOTIONS DELIVERS MORE PROFOUND AND ENDURING CONNECTIONS

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TIP: AIM FOR HEART- STRINGS, NOT EYEBALLS

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#5 GREAT BRANDS HELP PEOPLE TO

HELP THEMSELVES

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USE MARKETING TO HELP PEOPLE ACHIEVE THEIR GOALS AS WELL AS BRAND GOALS

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EXAMPLE: AMEX’S OPEN FORUM ENGAGES PEOPLE THROUGH ADVICE, NOT ADVERTS

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TIP: DELIVER VALUE IN EVERY INTERACTION, NOT JUST THROUGH EVERY TRANSACTION

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PARTING THOUGHT

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DELIVER ACTIVITIES PEOPLE CARE ABOUT, AND THEY’LL CARE ABOUT THE BRAND TOO

#ProjectReconnect • 33 We Are Social & The World Federation of Advertisers

#PROJECTRECONNECT @WFARECONNECT

SHARE YOUR THOUGHTS:!

#ProjectReconnect • 34 We Are Social & The World Federation of Advertisers

~ Will Gilroy, World Federation of Advertisers!

“ ABOUT PROJECT RECONNECT!

Project Reconnect is an initiative from the World Federation of Advertisers to listen to what people really want from brands and

advertising. We aim to give marketers practical guidance to help ensure their behaviour is in

tune with what people want and expect.

#ProjectReconnect • 35 We Are Social & The World Federation of Advertisers

JOIN THE CONVERSATION:

HTTP://WWW.PROJECT-RECONNECT.COM

Making Friends & Influencing People • 45 We Are Social

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.

WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.

WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER,

DIAGEO, NESTLÉ, HEINZ, AND LVMH.

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL

US AT SAYHELLO@WEARESOCIAL.SG.

FIND OUT MORE AT WEARESOCIAL.SG.

wearesocial.sg • @wearesocialsg • 233 We Are Social

WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

SAYHELLO@WEARESOCIAL.SG

+65 6423 1051

HTTP://WEARESOCIAL.SG