Presentation Joel Warady gave at the 2010 Branded Content Congres (Broadcast Press) in Bussum, The Netherlands

1. Branded
Content
USA
Best
Prac-ces
Joel
Warady
Principal
Joel
Warady
Group
24
June,
2010

2. 2

3. You want to create....
Talkable
Brands
ROI vs. ROE

4. Relationships Trust
Word
Transparency of Emotional
Ties
Mouth
Community Familiarity

5. “Trademarks are
owned by companies
who create them.”
“Lovemarks are owned by
the people who love
them.”
—Lovemarks:
The
Future
Beyond
Brands,
Kevin
Roberts

6. Market
Explosion
• Fortune
500
Companies
– Average
Spend
on
Branded
Content
in
2009
• $1.8
million
(US
dollars)
per
company
– 51%
-­‐
Print
– 27%
-­‐
Internet
Media
– 22%
-­‐
Video
/
Audio
• 2009
Spend
was
double
compared
to
2008
• 78%
of
respondents
say
more
effec-ve
than
adver-sing
Custom Publishing Council Study Dec. 2009

7. US
Companies
Findings
• Effec-veness
Study
– 70%
say
more
effec-ve
than
television
adver-sing
– 61%
say
more
effec-ve
than
direct
mail
– 57%
say
more
effec-ve
than
public
rela-ons
• Why
companies
use
Branded
Content
– 54%
for
Customer
Educa-on
– 25%
for
Customer
Renten-on
– 21%
for
Brand
Loyalty
programs
• Long-­‐term
gains
vs.
short-­‐term
sales
Custom Publishing Council Study Dec. 2009

8. Marke8ng
Budget
Impact
• Branded
Content
is
reaching
32%
of
marke-ng
budget
of
companies
surveyed
• 2010
Planned
Spending
– 24%
will
increase
budget
– 20%
will
decrease
budget
– 56%
will
remain
constant
in
spend
Custom Publishing Council Study Dec. 2009

9. What Works?
What Doesn’t!

10. Orbit
Gum
-­‐
Case
Study

11. Case
Study
-­‐
Orbit
Gum
"I'm not a seller; I'm not an advertiser. We
don't claim to do that," Bateman told the New
York Times. "We're just looking to make cool
pieces of entertainment and just arbitrarily
make that subject matter a brand's message."
Jason Bateman, Actor, Producer

12. Case
Study
-­‐
Orbit
Gum

14. Case Study
I Can’t Believe Its Not Butter

15. Case
Study
American
Family
Insurance

16. Case
Study
American
Family
Insurance
• Partnership
– American
Family
Insurance
– NBC
Universal
Digital
Studio
• Comi`ment
– 10
part
comedy
series
– Moving
into
Season
2
• Results
-­‐
Season
1
– 24%
increase
in
“intent
to
purchase”

18. Provide
Quick
Responses
16

20. Tell
a
Compelling
Story
20

22. Case
Study
-­‐
Circle
of
Eight
• Milchan
-­‐
Van
Eyssen
– Concept
Development
• Paramount
Digital
Entertainment
– Development
– Financial
– Distribu-on
• Pepsi
-­‐
Mountain
Dew
– Involved
in
Produc-on
Discussions
– “Credible
Integra-on
Points”
• MySpace
– Exclusive
Premier

25. Listen
to
the
Conversa8ons
13

26. Viral
Brand
Awareness
• You
Don’t
Own
Your
Brand
– They
own
your
brand
• Who
are
they???
– Customers
– Users
– Lovers
– Haters
– Compe-tors
– The
People
of
Earth
35

32. 1st Branded iPhone App
Top 100 Apps in the US
$.99 adds value to App

35. •Company established in March 2001
•Products sold in all 50 States and All 10 Canadian Provinces
•Available in over 5000 stores
•Natural (Whole Foods, Sprouts)
•Conventional (Kroger, SuperValu)
•Independent Natural
•Mass (Walmart)
•Inc. 500 for 2 years
•Sales in excess of $12 million (USD)
35

36. Alterna8ve
Channel
WOM

40. Branded
Content
on
the
Cheap

41. Branded
Content
on
the
Cheap

46. The
Way
We
Connect
is
Changing
46

47. The
Way
We
Connect
is
Changing…
Really
Fast!
47

48. Marke8ng
Without
Marke8ng:
A
Brand
Hijack
Manifesto
Let
go
of
the
fallacy
that
your
brand
belongs
to
you.
It
belongs
to
the
market.
Co-­‐create
your
brand
by
collabora-ng
with
your
customers.
Scrap
the
focus
groups,
fire
the
cool
chasers,
and
hire
your
audience.
Facilitate
your
most
influen-al
and
passionate
customers
in
transla-ng
your
brand’s
message
to
a
broader
audience.
Be
pa8ent.
Your
brand
ini-a-ve
could
take
years
–
or
weeks
–
to
take
off.
Be
flexible.
Carefully
plan
every
step,
but
be
totally
open
to
having
the
story
rewri`en
along
the
way.
Lose
control.
Free
yourself
to
seize
sudden
opportuni-es
that
only
last
for
moments.
Resist
the
paranoid
urge
for
consistency.
Embrace
the
value
of
being
surprising
and
imperfect.
Respect
your
community.
Draw
the
line
between
promo-on
and
the
ad-­‐bus-ng
trinity
of
manipula-on,
intrusion,
and
co-­‐op-on.
Let
the
market
hijack
your
brand.
49

49. Damk
U
Wel!
Ques-ons:
joel@joelwarady.com
You
can
also
find
me
on:
Facebook
–
JoelWaradyGroup
LinkedIn
–
joelwarady
Twi`er
-­‐
@joelwarady
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