The internet has created an opportunity -- a mandate -- for brands to connect their words to actions in order to convince people that they're worthy of the consumers' hard earned dollar. So brands have a choice: they can continue to "talk the talk" about their values -- or they can "walk the walk" with impactful programs that directly involve consumers in expressing those values. The difference is crucial. Does Your Brand Walk the Walk?

1. Does your brand walk the walk?
The Internet’s new mandate for how brands
behave in marketing
March 14, 2012

2. HELLO! TOMMY GIOVAGNOLI
EXECUTIVE CREATIVE DIRECTOR
http://www.linkedin.com/in/radtomg
MILAN MARTIN,
MANAGING DIRECTOR
http://www.linkedin.com/in/milanmartin
2

3. WHAT DOES IT MEAN TO WALK THE WALK?
Brand Positioning Product Performance
Beliefs/Values Brand Experience
Marketing
as Brand
Behavior

4. WHAT DOES EVERY BRAND WANT?
Stronger, more
p r o f i t a b l e
RELATIONSHIPS with
their customers.
4

5. And at the
core of every
relationship is
TRUST.
5

6. Today, brands are facing a
crisis of trust.
Only 5% (4% UK, 6% US) trusted advertising and 8%
(9% UK, 6% US) ‘what the company says about itself’.*
*Alterian 2010
6

7. AND CERTAIN INDUSTRIES HAVE A
HARDER TIME THAN OTHERS.
Edelman Trust Barometer 2012
7

8. THERE IS HOPE.
Edelman Trust Barometer 2012
8

9. SO HOW DO MARKETERS BUILD TRUST AND
RELATIONSHIPS WITH TODAY’S CONSUMER?
OR
9

10. NOT “OR” BUT “AND”
AND
10

11. TALKING THE TALK AND
WALKING THE WALK
Brand Beliefs
Brand Behaviors
11

12. THE POWER OF DIGITAL TO ENGAGE
(TO CREATE REAL “BEHAVIOR”)
Not just another one-way communications channel.
Was originally called “interactive” for a reason.
Studies show higher purchase intent when engaging with interactive (verses static) ads.
University of Connecticut - Stamford
12

13. ENGAGEMENT STRATEGY
The story your brand The story consumers
wants to tell want to engage in
13

14. SOME EXAMPLES...
14

15. LIVE THE ULTRA LIFE...
The story your brand The story consumers
wants to tell want to engage in
CHAMPION ACHIEVER
ENGAGEMENT STRATEGY:
TO INSPIRE, ELEVATE & CELEBRATE YOUR
EXTRAORDINARY LIFE.
15

16. THE NEW MICHELOBULTRA.COM:
STANDING AT THE TRAILHEAD
This 1.0 launch weaves
together our brand story
and content in a place
that has purpose and can
build value for the ULTRA
consumer.
16

17. INSPIRE, ELEVATE AND CELEBRATE MEANS
THINKING LIKE AN APP
The navigation is action-oriented to reinforce that there are real things for our ULTRA consumers to do here.
17

18. INSPIRE, ELEVATE AND CELEBRATE MEANS
POWERING THE PURSUIT
Train and Live channels within the platform naturally frame the Active and Social hemispheres of the brand.
18

19. INSPIRE, ELEVATE AND CELEBRATE MEANS
POWERING THE PURSUIT
Train incorporates
informative articles
crafted to help you
better enjoy your active
passions.
19

20. INSPIRE, ELEVATE AND CELEBRATE MEANS
POWERING THE PURSUIT
Content also leads to
more related content,
which will become more
and more useful as our
ULTRA archive grows
deeper and deeper.
20

21. INSPIRE, ELEVATE AND CELEBRATE MEANS
CHALLENGING YOUR ULTRA SPIRIT
As a complement to the article
content, we created ULTRA
Challenges to engage users in
a more active way. Built-in
social hooks allow us to
leverage the community we
have in place and find ways to
extend and proliferate it.
21

22. INSPIRE, ELEVATE AND CELEBRATE MEANS
CHALLENGING YOUR ULTRA SPIRIT
Challenges range across both Train and Live-focused themes, are visually distinctive, and are
designed with the flexibility to interest the ULTRA community regardless of their level of
proficiency.
22

23. INSPIRE, ELEVATE AND CELEBRATE MEANS
CHALLENGING YOUR ULTRA SPIRIT
A Facebook connection makes it easy for users to notfy their networks about their activities and to invite
friends to join them. The “Challenge a Friend” option ups the ante for a bit of friendly competition.
23

24. INSPIRE, ELEVATE AND CELEBRATE MEANS
TUNING INTO YOUR ULTRA LIFE
Personalization options are the first step towards driving deeper CRM with the consumer and beginning to
respond to their definition of the ULTRA Life.
24

25. INSPIRE, ELEVATE AND CELEBRATE MEANS
EMPOWERING YOUR CELEBRATORY MOMENTS
There are always active and social occasions to celebrate. The platform make it easier to find ways to do it.
25

26. 26

27. THE RIGHT EXPERIENCE
FOR THE RIGHT NEED
STATE
There are three major types of devices, but
certainly not three different targets. Rather, we
have a “moving target” with different usage
needs on different devices at different times.
Because a responsive design reformats to
different devices on the fly, we can begin to tune
each device to each need state.
27

28. TURNING IDEAS INTO ACTION
The story your brand The story consumers
wants to tell want to engage in
TOOL MAKER DOER
TO IGNITE THE SPIRIT OF THE DOER HELPING THEM
TURN IDEAS INTO ACTION
28

29. 29

30. 30

31. 31

32. 32

33. 33

34. RESULTS
150,000,000 IMPRESSIONS
4,500,000 PAGE VIEWS
147,000 REGISTERED USERS
319,000 VOTES CAST
2200 PROJECTS CREATED
34

35. RULES OF ENGAGEMENT
Clearly articulate your brand’s mission.
Be authentic. To your brand. To your consumers.
Ensure the experience you create is as valuable for your business as it is for your consumer.
Build the idea/program to fit into peoples’ lives - connecting your brand mission to their aspirations.
Be willing to embrace the open-ended and unpredictable responses from people.
Be confident that “they will do this” (verses “can it be done?”)
35

36. Q&A
36

37. THANK YOU. TO READ MORE:
http://www.mediapost.com/publications/article/169305/does-your-brand-walk-the-walk.html
Or
http://digital.anthemww.com
37