BRAND DESIGN across media

a brief look at effective practices, and a look at Old Spice.

VIDEO LINK (slide10): http://www.fastcompany.com/3040106/the-brand-your-brand-could-be-like-how-old-spice-went-viral

Transcript

1. BRAND DESIGN across media
2. What defines a great brand?
3. BRANDING WHAT DEFINES A GREAT BRAND? stirs emotion. makes connections. invokes loyalty. is unique. A great brand… is genuine. is memorable. is direct. starts conversations. is consistent. stays up-to-date. listens. is transparent. delivers on promises. is professional. is reliable.
4. BRANDING AN EFFECTIVE BRAND • high quality product / service. • good content across all media. • strong brand design. • clear target group. • distinct objectives. is based on QUALITY DELIVERS. will promote • a strong message. • its unique product / service. • up-to-date content across all media.
5. BRANDING GROWING THE BRAND. BRAND AWARENESS.
6. BRANDING 3 STAGES OF GROWING BRAND LOYALTY ★ interaction
 ★ engagement
 ★ participation BRAND AWARENESS.
7. PROMOTION EFFECTIVE CROSS-MEDIA PROMOTION ★ clear message / mission / purpose.
 unique selling point (USP) with strong focus. ★ consistency is key.
 across all outlets: print, web, video, audio, in person;
 across all visual and textual content. ★ ubiquitous across all expected/relevant platforms.
 high visibility to target audience. ★ regular patterns for best results.
 frequent updates, regularly scheduled.

8. GOING SOCIAL BRANDS & SOCIAL MEDIA ✓select platform ✓be available ✓join your target group ✓build a community ✓be transparent ✓publish regularly ✓seize the moment ✓be consistent ✓respond quickly ✓be polite
9. OLD SPICE case study:
11. site: oldspice.com
12. Twitter: OldSpice
13. YouTube: OldSpice
14. PROMOTION WHY DID IT WORK SO WELL? “The Man Your Man Could Smell Like” ✓ubiquitous across many social media platforms ✓change of direction with imaginative approach ✓plenty of fresh content, regularly published ✓short, easy to consume, easy to share content ✓engagement with fans via public channels ✓consistent message, varied emotional angles ✓prompt responses
15. CROSS-MEDIA tone of language use of strong visuals short videos easy to view / easy to share grab attention, exploiting our natural attraction to images engaging, consistent & approachable QUALITY CONTENT VISUAL FOCUS & CONSISTENCY MULTIMEDIA ACROSS MULTIPLE CHANNELS LISTEN. RESPOND. BE OPEN.
16. credits: • night view map: European detail map of Flickr and Twitter locations by Eric Fisher, via Flickr • video: “The Brand Your Brand Could Be Like: How Old Spice Went Viral”, by the Fast Company site references: • Old Spice: main site: oldspice.com • Old Spice: Youtube: youtube.com/user/OldSpice • Old Spice: Twitter: twitter.com/OldSpice • Wieden+Kennedy wk.com
17. Prisca Schmarsow prisca@eyedea.eu eyedea.eu @prisca_eyedea