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#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
#ProjectReconnect • 23 We Are Social & The World Federation of Advertisers
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
#ProjectReconnect • 25 We Are Social & The World Federation of Advertisers
APPEALING TO EMOTIONS DELIVERS MORE PROFOUND AND ENDURING CONNECTIONS
#ProjectReconnect • 26 We Are Social & The World Federation of Advertisers
TIP: AIM FOR HEART- STRINGS, NOT EYEBALLS
#ProjectReconnect • 27 We Are Social & The World Federation of Advertisers
#5 GREAT BRANDS HELP PEOPLE TO
HELP THEMSELVES
#ProjectReconnect • 28 We Are Social & The World Federation of Advertisers
USE MARKETING TO HELP PEOPLE ACHIEVE THEIR GOALS AS WELL AS BRAND GOALS
#ProjectReconnect • 29 We Are Social & The World Federation of Advertisers
EXAMPLE: AMEX’S OPEN FORUM ENGAGES PEOPLE THROUGH ADVICE, NOT ADVERTS
#ProjectReconnect • 30 We Are Social & The World Federation of Advertisers
TIP: DELIVER VALUE IN EVERY INTERACTION, NOT JUST THROUGH EVERY TRANSACTION
#ProjectReconnect • 31 We Are Social & The World Federation of Advertisers
PARTING THOUGHT
#ProjectReconnect • 32 We Are Social & The World Federation of Advertisers
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 [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
wearesocial.sg • @wearesocialsg • 233 We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG
