Seminar at Carnegie Mellon Masters of Entertainment Industry Management Program 11/8/13

2. WHAT
IS
A
BRAND?

3. IT’S
A
CONCEPT
THAT
GOES
ALL
THE
WAY
BACK
TO
2000
BCE

4. AND
TO
OUR
OWN
ANCIENT
HISTORY

5. WHAT
IT’S
NOT
IS
A
LOGO!

6. Ceci n’est pas une brand.
(This
is
not
a
brand)

7. THESE
ARE
NOT
BRANDS
EITHER

8. A
LOGO
IS
A
“SIGN”
WHICH
MEANS
THAT
IT
STANDS
FOR
SOMETHING

10. A
LOGO
OR
LOGOTYPE
IS
“DESIGN
SPEAK”
FOR
A
TRADEMARK
MADE
FROM
A
CUSTOM-­‐LETTERED
WORD
AND
CAN
BE
A
SYMBOL,
MONOGRAM,
EMBLEM
OR
OTHER
GRAPHIC
DEVICE

12. A
BRAND
USED
TO
BE
AN
ASSET
OWNED
BY
A
COMPANY

13. TODAY,
IT’S
AN
EMOTIONAL
IMPRESSION
OR
IDEA
THAT
SURROUNDS
A
UNIQUE
IDENTITY
FROM
SOAP
TO
CELEBRITY

14. A
BRAND
IS
NOT
A
PRODUCT

15. IT’S
A
PERSON’S
GUT
FEELING
ABOUT
A
PRODUCT,
SERVICE
OR
COMPANY

16. A
BRAND
IS
A
KIND
OF
PLATONIC
IDEAL—A
CONCEPT
SHARED
BY
SOCIETY
TO
IDENTIFY
A
SPECIFIC
CLASS
OF
THINGS

17. THE
WORD
“BRAND”
ORIGINALLY
COMES
FROM
THE
MIDDLE
ENGLISH
TERM
MEANING
“TORCH”

19. BRAND
DEFINED?
LIKE
ITS
NAMESAKE,
A
BRAND
CAN
EITHER
LIGHT
THE
WAY
FOR
CUSTOMERS
TO
SOLVE
A
PROBLEM
OR
SHINE
A
HIGHLIGHT
ON
VALUE

20. OR
…it
can
be
exSnguished
by
a
lack
of
oxygen

22. BRAND
HAS
BEEN
DEFINED
IN
MANY
WAYS
As
a
promise
that
consumers
believe
in
An
image
in
the
consumer’s
mind
An
essence
that
has
social
&
cultural
relevance
An
iden7ty
that
can
evoke
an
emoSonal
response
• A
defini7on
of
what
a
product
stands
for
• A
sign
or
“mark”
that
has
meaning
• A
design
that
encourages
trust
•
•
•
•

23.
IN
THIS
“AGE
OF
PERSUASION’
A
BRAND
IS
COMPLEX
AND
CAN
BE:
AN
IMAGE
A
BADGE
OR
A
WORD
IN
THE
MIND

25. THE
EVOLUTION
OF
CURRENCY
MIRRORS
è
è
THE
EVOLUTION
OF
TRUST
è

26. ...AND
TRUST
IS
THE
BEDROCK
OF
MODERN
BRANDING

27. A
BRAND
HAS
EQUITY

28. It
can
be
safely
said
that
Coca-­‐Cola’s
total
market
value
is
more
an
emo$onal
quanSty,
than
a
physical
one.
Hard
assets
like
bocling
plants,
trucks,
raw
materials,
and
buildings
are
not
as
important
to
Coke—or
Wall
Street,
for
that
macer—as
the
consumer
goodwill
that
exists
around
the
world
toward
the
brand.
Bedbury
2002

29. Coke’s
Market
Cap
including
brand
value:
$120
Billion
Without
the
brand,
Coke’s
Glass
Would
be
Half
Empty
Coke’s
Market
Cap
Not
including
Brand
Value:
$50
Billion

30. BRAND
DIFFERENTIATION
How
is
it
accomplished?

31. By
acaching
a
powerful
IDEA
to
a
brand

32. THE
BRAND
STORY
The
brand
narra;ve
should
serve
to
personalize
it.

34. My
image
is
a
statement
of
the
symbols
of
the
harsh,
impersonal
products
and
brash
materialisSc
objects
on
which
America
is
built
today.
It
is
a
projecSon
of
everything
that
can
be
bought
and
sold,
the
pracScal
impermanent
symbols
that
sustain
us.
Andy
Warhol

36. ADVERTISING
DEFINED
From
the
La;n,
“To
Turn
Toward”

38.
……is
•
ONE
SUBSET
OF
MARKETING
•
THE
ACT
OF
BRINGING
A
PRODUCT
OR
SERVICE
TO
THE
PUBLIC’S
ATTENTION
• AND
OFTEN
USING
PAID
ANNOUNCEMENTS
OR
COMMERCIALS

40. We
receive
a
bombardment
of
3000-­‐5000
media
messages
daily

41. MARKETING
DEFINED
From
the
La;n,
“TO
BUY”,
markeSng
refers
to
all
or
part
of
the
PROCESS
of:
èCONCEIVING
èPROMOTING
èDISTRIBUTING
èSELLING
A
PRODUCT
OR
SERVICE

42. THE
TRANSFORMED
MEDIA
AND
MARKETING
LANDSCAPE

43. THE
4
KEY
TRANSFORMERS

44. »
INTERACTIVITY
»
PERSONALIZATION
»
IMMEDIACY
»
COMMUNITY

45. INTERACTIVITY
• Audience
members,
consumers,
clients,
prospecSve
customers
are
all
now
called
“users”
• The
expected
experience
is
no
longer
the
lean-­‐back
one
of
the
television
living
room,
but
lean-­‐forward
of
PC,
tablet
&
mobile
• Users
expect
to
have
a
say
&
the
ability
to
interact
with
&
manipulate
her
or
his
personal
media
environment

46. PERSONALIZATION
• From
MySpace
to
iPhone
to
Facebook
&
LinkedIn
Profiles,
digital
media
is
now
super-­‐charged
with
the
capability
of
incorporaSng
the
INDIVIDUAL
&
the
PERSONAL
• From
branding
&
iconography
to
collaboraSve
filtering,
CHOICE
&
having
OPTIONS
are
the
way
of
the
digital
world
• This
feature
has
brought
the
issue
of
personal
PRIVACY
to
the
forefront
of
public
&
media
policy

47. IMMEDIACY
• The
web
offers
INSTANT
GRATIFICATION
that
can
be
addicSve
from
enhanced,
INSTANTANEOUS
shopping
experiences
like
Amazon’s
“one-­‐click”
buy
bucon
to
streaming
media
of
sites
like
Nemlix.com
and
Hulu.com
• YouTube
streaming
now
accounts
for
one
fourth
of
the
Web’s
daily
traffic
has
made
NET
NEUTRALITY
another
major
issue
confronSng
law
makers
and
media
giants
• Twicer
is
now
a
major
source
of
breaking
news
with
2500
TWEETS
PER
SECOND
½
BILLION
TWEETS
A
DAY
• GPS
and
GEOLOCATION
services
have
transformed
the
mobile
phone
into
a
community
device
&
data
goldmine

48. COMMUNITY
• The
SPECIALIZATION
of
human
experience
is
now
capable
of
being
web
channeled
into
affiniSes
of
every
special
interest
imaginable
• Through
the
power
of
NETWORKING,
like-­‐minded
individuals
can
find
each
other
by
just
a
click-­‐
through
in
a
search
window,
a
“friend”
or
a
“follow”
• These
COMMUNITIES
also
relate
to
business
interests
&
can
be
linked
together
via
corporate
or
brand
“networks”
&
can
be
leveraged
for
ongoing
distribuSon
of
content,
offers,
press
releases,
etc.

49. TWO
KEY
MEDIA
TRENDS
✔ THE
SHIFT
IN
MEDIA
DISTRIBUTION
✔ THE
COMING
GENERATIONAL
SHIFT

50. THE
DISTRIBUTION
SHIFT
• Peer-­‐to-­‐peer
&
social
network
sharing
to
crowd
sourcing
&
user
generated
content,
distribuSon
once
in
the
hands
of
media
companies
is
now
run
by
“user
distributors”
•
The
trend
is
toward
distributed
authority
of
the
flat
organizaSonal
model
where
decision-­‐making
authority
is
at
the
edge
&
an
example
of
corporate
reacSon
to
this
new
empowerment
of
the
individual
• Even
savvy
companies
like
Amazon,
Pizza
Hut,
BP
have
been
caught
up
in
the
grassfire
of
negaSve
blogging
campaigns
&
have
evolved
the
corporate
blog
as
pre-­‐
emp;ve
brand
strategy

51. GENERATIONAL
SHIFT
• ConvenSonal
wisdom
says
the
dominant
forces
that
will
transform
media
&
markeSng
will
come
from
the
introducSon
of
new
technologies
&
changes
in
the
means
of
distribu;on
• The
most
powerful
transformaSve
agent
of
change
will
be
a
coming
genera;onal
shiQ
• Now
evident
in
the
advent
of
mulS-­‐tasking,
social
media
&
mobile
adopSon,
the
dominance
of
short-­‐form
video
formats

52. What
is
social?

53. IF
YOU
GOOGLE
“SOCIAL”
2
BILLION
RESULTS

54. WHAT
IS
“SOCIALE”?
Borrowed
from
the
LaSn
via
Middle
French
and
routed
in
the
Mother
Tongue
it
originally
meant
“united
or
living
with
others”
or
“companion”

55. “TO
FOLLOW”…
The
LaSn
root
of
social
is
sequi
which
means
“to
follow.”
So,
here
in
a
nutshell
is
where
the
Twicer
transiSve
verb,
“to
follow”,
finds
its
first
use.
If
we
search
sSll
further,
we
come
upon
its
link
to
the
Old
Icelandic
seggr
meaning
“companion
or
man”…
and
ulSmately
to
the
mother
tongue
load
in
Sanskrit
where,
as
sakha,
it
simply
means
“friend”

56. IN
THE
FUTURE
WE
WILL
ALL
HAVE
15+
“FRIENDS”
Andy
Warhol
did
not
say
that.
But
here,
we
arrive
at
root
origin
of
the
Facebook
transiSve
verb,
“to
friend”,
closing
the
loop
of
a
word
that
we
use
everyday
to
describe
the
expanding
communicaSon
ripples
that
bind,
link,
and
otherwise
connect
us
with
a
click…

57. MARKETING
BACKGROUND

58. CONSUMER
DRIVEN
MARKETING
Content
is
sSll
king
and
the
driving
force
behind
markeSng
tools.
But,
today’s
dominant
model
adds
consumer
power
to
tradiSonal
markeSng
creaSng:
Ø
LOWER
COST
FOR
OUTREACH
Ø
MORE
AUTHENTICITY
Ø
MORE
EFFICIENCIES
Ø
ONGOING
CUSTOMER
RELATIONSHIP
VS.
BRAND
“PUSH”
Or
as
David
Ogilvy
once
said:
“The
consumer
isn’t
a
moron.
She
is
your
wife.”

59. DIGITAL
MARKETING
BENEFITS
• Digital
Channels
generate
Informa$on
that
can
be
used
for
more
dynamic
brand
management
• Digital
Immediacy
enables
companies
to
be
more
responsive
to
consumers
&
the
marketplace
• Viral
aspect
of
New
Media
allows
reaching
audiences
faster
&
more
efficiently
• Virality
means
digital
reach
not
necessarily
correlated
with
ad
spend

60. OTHER
DIGITAL
MARKETING
BENEFITS
• Compelling
Content
allows
marketers
to
Interact
with
far
more
customers
than
can
be
afforded
by
tradiSonal
media
• Digital
Channels
allow
Direct
Dialogue
&
conversaSon
with
Customers
• Yields
more
&
becer
tuned
Informa$on
about
consumers
needs
and
preferences
• Customer
Engagement
is
more
powerful
when
they
are
parScipants
with
the
brand
• Analy$cs
&
Op$miza$on
reduce
latency,
inefficiencies
in
markeSng
programs

61. WORD
OF
MOUTH
MARKETING
WOM
used
to
be
“person-­‐to-­‐person”.
Now,
it’s
community-­‐driven
and
requires
markeSng
tacScs
that:
• Make
friends
among
the
talkers
• Finds
out
what
they’re
talking
about
• Gives
them
topics
to
talk
more
about
• USlize
the
best
tools
to
convey
the
message
• Listen
to,
then
allow
the
brand
to
join
in
the
conversaSon
• Track
what
customers
are
saying
about
the
company
• Are
responsive
&
provide
constant,
expanding
value
• Are
REAL

62. TRADITIONAL
PURCHASE
STAGES
• TV,
RADIO
• OUT-­‐OF-­‐DOOR
• DIRECT
MAIL
• BROCHURE
• PRODUCT
TEST
• COMPARISON
• IN-­‐STORE
PURCHASE
• REWARD
POINTS

63. NETWORKED
PURCHASE
STAGES
• SEARCH
• PRODUCT
BUZZ
• BLOGS
• ONLINE
RESEARCH
• PEER
REVIEWS
• YOUTUBE
VIDEO
• MASHUPS

64. THE
NEW
PURCHASE
FUNNEL
• ADVOCACY
• LOYALTY
• ACTION
• PREFERENCE
• CONSIDERATION
• AWARENESS
• VALUE

66. THE
BRAND
PLATFORM
• Chief
strategic
objecSve
is
to
build
an
integrated
brand
plamorm
that
combines
tradi;onal
PR
and
outreach
with
best
of
breed
digital
markeSng
tacScs.
• The
plamorm
integrates
key
corporate
funcSons
and
processes
using
technology
to
idenSfy
and
aggregate
in
one
place
all
interacSons
with
customers,
prospects,
and
media
outlets.
• The
goal
of
the
plamorm
is
to
find
out
who
is
talking
about
the
company
or
topics
close
to
it,
and
get
informaSon
to
people
in
the
company
to
take
appropriate
acSon.
• The
addiSon
of
a
social
media
plamorm
as
part
of
the
overall
brand
plamorm
is
a
relaSvely
recent
addiSon
to
corporate
technology
infrastructure.

67. TWITTER
VISUALIZED

68. THE
BIRDS
AND
THE
BEES
DO
IT

69. IDENTIFY
OPTIMAL
CHANNELS

70. BUILDING
THE
“NETWORK”
ObjecSve
is
to
develop
cross
plamorm
communicaSons
and
markeSng
“pipeline”
that
can
be
uSlized
on
an
ongoing
basis
(as
opposed
to
tradiSonal
ad
hoc/event-­‐oriented
PR
approach):
• IDENTIFY
INDUSTRY/TRADE
INFLUENCERS
(uSlizing
Visible
Technologies,
Radian6,
Buzzlogic
type
applicaSons)
• IDENTIFY
KEY
AFFINITY
GROUPS
• CONNECT
THROUGH
SOCIAL
MEDIA
CHANNELS
• CONTRIBUTE
COMMENTARY
TO
CONVERSATION
• CONTRIBUTE
VALUABLE
CONTENT
• INTEGRATE
DIGITAL
MEDIA
WITH
REAL
WORLD
EVENTS,
PR,
MARKETING
EFFORTS

71. VIDEO
SEEDING

72. BRAND
REPUTATION
MANAGEMENT
Monitor
search
engines
and
social
media
for
negaSve
brand
menSons
and
respond:
PROACTIVE
GOALS:
• CreaSve
posiSve
content
in
search
engines,
social
media
&
related
channels
to
keep
posiSve
brand
content
creaSon
as
an
ongoing
effort
REACTIVE
GOALS:
• Monitor
for
negaSve
menSons
• IdenSfy
&
report
negaSve
content
&
Creators
• Respond,
comment/counter
comment

73. “THE
FUTURE
IS
THE
FUTURE
IS
THE
PRESENT.”
MARSHALL
MCLUHAN

74. WHAT
GETS
MEASURED,
GETS
DONE.
Old
Business
Saying

75. Just
because
you
can
measure
it
doesn’t
mean
it
macers.
Oliver
Blanchard
Measuring
Social
ROI

76. MEASUREMENT
What
are
criScal
deliverables?
Key
Performance
Indicators:
• Growth
Rate
of
New
Customers
• Growth
Rate
by
Month
• Growth
of
InsStuSonal
Investment
• Seasonal
Growth
• Effect
of
Media
Choices
on
Monthly
Growth
Rate
• Impact
of
Messaging
• Impact
of
Original
Content
on
Growth

77. “LINCOLN” CAMPAIGN GROWTH"
30000$
12$
Not$Ranked$
25000$
10$
9$
20000$
8$
15000$
6$
5$
5$
5$
5$
4$
10000$
4$
3$
5000$
3$
2$
2$
3$
2$
$Pages$Indexed$(Cum)$
$Messages$Sent$(Cum)$
1$
1$
$iTunes$Rank$
0$
10
4A
pr
$
12
4A
pr
$
14
4A
pr
$
16
4A
pr
$
18
4A
pr
$
20
4A
pr
$
22
4A
pr
$
64
Ap
r$
84
Ap
r$
24
Ap
r$
44
Ap
r$
ar
$
ar
$
31
4M
ar
$
29
4M
27
4M
25
4M
ar
$
0$
iTunes ranking compared to broadcast spots and pages indexed!

78. ANALYTICS
Key
analyScs:
• Data
Captured
• Email
Addresses
• Mobile
Phone
#’s
• Snailmail
Addresses
• Sales
Leads
• Brand
Awareness

81. THERE
ARE
1349
CAMERAS
ON
THE
MARKET.
HOW
DO
YOU
DECIDE
WHICH
ONE
TO
BUY?

82. FREUD
ON
MAD
AVE

83. SAY
“HELLO”
TO
NEUROMARKETING

84. THE
FUTURE
IN
SHORT
IS
fMRI

89. YOU
ARE
THE
DATA

91. HAVE
A
NICE
DAY!

92. Acknowledgements
Marty
Neumeier
Marshall
McLuhan
Patrick
Renvoise
&
Christophe
Morin
Paddy
Spinks
&
Nick
Turner
Elizabeth
Gebhardt
Relishmix.com
Buzcast.com
Mediablitzz
Keith
Boesky