What Makes A Great Brand?

  • Published on
    11-Aug-2014

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For the past few months, We Are Social has been working with The World Federation of Advertisers on Project Reconnect: an initiative where we listen to what people really want from brands and advertising, in order to give marketers practical guidance and ensure that their behaviour is in tune with what people want and expect. This presentation shares some of the discoveries we've made while talking with marketers about the marketing that they find most inspiring - the marketing that has built truly Great Brands.

Transcript

  • #ProjectReconnect 1We Are Social & The World Federation of Advertisers WHAT MAKES A GREAT BRAND?SENIOR MARKETERS SHARE THEIR THOUGHTS we are social
  • #ProjectReconnect 2We Are Social & The World Federation of Advertisers
  • #ProjectReconnect 3We 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 worlds top marketers. This document shares some of our initial research findings.
  • #ProjectReconnect 4We Are Social & The World Federation of Advertisers VIA SOCIAL MEDIA, WEVE BEEN ASKING TOP MARKETERS WHAT DEFINES GREAT BRANDS
  • #ProjectReconnect 5We Are Social & The World Federation of Advertisers DURING OUR DISCUSSIONS, THE SAME FEW BRANDS HAVE COME UP AGAIN AND AGAIN
  • #ProjectReconnect 6We Are Social & The World Federation of Advertisers WHAT DO THEY ALL HAVE IN COMMON?
  • #ProjectReconnect 7We Are Social & The World Federation of Advertisers WEVE IDENTIFIED 5 ELEMENTS THAT HELP TO MAKE A BRAND GREAT 5!
  • #ProjectReconnect 8We Are Social & The World Federation of Advertisers #1A GREAT BRANDS VALUE PROPOSITION EXTENDS BEYOND ITS PRODUCTS
  • #ProjectReconnect 9We Are Social & The World Federation of Advertisers THE BEST BRANDS CHANGE OUR PERCEPTIONS OF THE WORLD
  • #ProjectReconnect 10We Are Social & The World Federation of Advertisers EXAMPLE: RED BULL CHALLENGES PEOPLES CONCEPT OF WHAT IS HUMANLY POSSIBLE
  • #ProjectReconnect 11We Are Social & The World Federation of Advertisers RED BULL INSPIRES US TO EXPLORE OUR LIMITS, AND ACHIEVE SOMETHING MORE
  • #ProjectReconnect 12We Are Social & The World Federation of Advertisers TIP: DONT DEFINE YOUR BRAND BY WHAT YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN
  • #ProjectReconnect 13We Are Social & The World Federation of Advertisers #2GREAT BRANDS ARENT JUST DIFFERENTIATED; THEY MAKE A DIFFERENCE
  • #ProjectReconnect 14We Are Social & The World Federation of Advertisers MARKETERS LOVE BRANDS WITH A CONSCIENCE
  • #ProjectReconnect 15We Are Social & The World Federation of Advertisers BRANDS SHOULD OFFER SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY
  • #ProjectReconnect 16We Are Social & The World Federation of Advertisers EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND PROMISE, NOT JUST THE BRANDS PRODUCTS
  • #ProjectReconnect 17We Are Social & The World Federation of Advertisers TIP: BRING YOUR BRANDS VALUE TO LIFE BY BRINGING YOUR BRANDS VALUES TO LIFE
  • #ProjectReconnect 18We Are Social & The World Federation of Advertisers #3GREAT BRANDS DONT INTERRUPT PEOPLE; THEY INVOLVE THEM
  • #ProjectReconnect 19We Are Social & The World Federation of Advertisers MARKETING THAT ACTIVELY INVOLVES THE AUDIENCE IS MORE ENGAGING
  • #ProjectReconnect 20We Are Social & The World Federation of Advertisers EXAMPLE: MUCH OF NIKES SUCCESS STEMS FROM ITS INCLUSIVE MARKETING APPROACH
  • #ProjectReconnect 21We Are Social & The World Federation of Advertisers TIP: ACTIVELY INVOLVE YOUR AUDIENCES IN CO-CREATING A DEMOCRATIC BRAND
  • #ProjectReconnect 22We Are Social & The World Federation of Advertisers #4GREAT BRANDS ENGAGE OUR EMOTIONS
  • #ProjectReconnect 23We Are Social & The World Federation of Advertisers ACTIVITIES THAT RESONATE WITH AUDIENCES EXPERIENCES DRIVE GREATER ENGAGEMENT
  • #ProjectReconnect 24We Are Social & The World Federation of Advertisers EXAMPLE: P&GS THANK YOU MOM FILMS CREATE A STRONG EMOTIONAL RESPONSE
  • #ProjectReconnect 25We Are Social & The World Federation of Advertisers APPEALING TO EMOTIONS DELIVERS MORE PROFOUND AND ENDURING CONNECTIONS
  • #ProjectReconnect 26We Are Social & The World Federation of Advertisers TIP: AIM FOR HEART- STRINGS, NOT EYEBALLS
  • #ProjectReconnect 27We Are Social & The World Federation of Advertisers #5GREAT BRANDS HELP PEOPLE TO HELP THEMSELVES
  • #ProjectReconnect 28We Are Social & The World Federation of Advertisers USE MARKETING TO HELP PEOPLE ACHIEVE THEIR GOALS AS WELL AS BRAND GOALS
  • #ProjectReconnect 29We Are Social & The World Federation of Advertisers EXAMPLE: AMEXS OPEN FORUM ENGAGES PEOPLE THROUGH ADVICE, NOT ADVERTS
  • #ProjectReconnect 30We Are Social & The World Federation of Advertisers TIP: DELIVER VALUE IN EVERY INTERACTION, NOT JUST THROUGH EVERY TRANSACTION
  • #ProjectReconnect 31We Are Social & The World Federation of Advertisers PARTING THOUGHT
  • #ProjectReconnect 32We Are Social & The World Federation of Advertisers DELIVER ACTIVITIES PEOPLE CARE ABOUT, AND THEYLL CARE ABOUT THE BRAND TOO
  • #ProjectReconnect 33We Are Social & The World Federation of Advertisers #PROJECTRECONNECT @WFARECONNECT SHARE YOUR THOUGHTS:!
  • #ProjectReconnect 34We 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 35We Are Social & The World Federation of Advertisers JOIN THE CONVERSATION: HTTP://WWW.PROJECT-RECONNECT.COM
  • Making Friends & Inuencing People 45We Are Social WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WERE ALREADY HELPING MANY OF THE WORLDS TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTL, HEINZ, AND LVMH. IF YOUD 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 233We Are Social WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG