The document discusses how brands must evolve in the age of social media. It emphasizes that brands need to develop authentic and credible connections with consumers by understanding their expectations and having two-way conversations. Successful brands will employ principles like education, identifying their audience, providing communication tools, research, and listening. Brands also need to connect with consumers emotionally by delivering on the experiences and values that their brand represents.

1. Brand Evolution
In The Social Media Revolution
Presented by
Bob Demetrius, Senior Creative Director
and Partner of LSHD advertising

2. Brand Evolution | In The Social Media Revolution
Brand Evolution
In The
Social Media Revolution

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Brand Evolution
In The
Social Media Revolution
Spending the Right Message™

4. Brand Evolution | In The Social Media Revolution
What is Branding Anyway?

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What is Branding Anyway?
The creative and social science of
developing a unique differentiated idea,
which defines your brand in a direct,
relevant way to your consumer.

6. Brand Evolution | In The Social Media Revolution
What is Branding Anyway?

7. Brand Evolution | In The Social Media Revolution
What is Branding Anyway?

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It must be authentic,

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it must be credible,

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and it must provide a positive experience,

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creating an emotional connection,

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defining you from the competition.

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defining you from the competition.

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Why is Brand Experience Important
to My Company Anyway?

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Why is Brand Experience Important
to My Company Anyway?
A differentiated brand experience
identifies your product or service with your target audience
and connects them to you on an emotional level.
That’s where their wallets are!

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What makes a Brand Real?

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What makes a Brand Real?
Understanding your customers expectations
and meeting them.

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Credibility – Be real or be gone.
A credible source influences decision makers.
Interacting with brands is much like personal relationships.
As a decision maker,
we don’t believe a person who isn’t credible.

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Authenticity – Perception is reality.
To be authentic, you must be real.
It is essential that the brand experience is authentic
and reflected at every touch-point,
within the organization and across all media platforms.

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Innovation – Bring real change.
What is breakthrough technology today is yesterday’s idea.
The growing global access to information and services means
brands must provide better, smarter, solutions
that positively effect the consumers lives.

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Trust – It is earned, not given.
Trust is the total sum of the credibility, confidence and competency
that supports the brand promise,
delivered at every touch-point.

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Consistency – Again and again and again.
Delivering the positive brand experience consistently
is critical for the long term trust and authenticity of the brand.

23. Brand Evolution | In The Social Media Revolution
Understanding Your Customers

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Understanding Your Customers’
Expectations

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Understanding Your Customers’
Expectations
And Meeting Them

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Understanding Your Customers’
Expectations

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Understanding Your Customers’
Expectations
Luxury

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Understanding Your Customers’
Expectations

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Understanding Your Customers’
Expectations
Safety

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Understanding Your Customers’
Expectations

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Understanding Your Customers’
Expectations
Freedom (to go anywhere)

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Understanding Your Customers’
Expectations

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Understanding Your Customers’
Expectations
Performance

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Brand Development is Evolving

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Brand Development is Evolving
The explosion of digital mediums is changing
the delivery of the message
from one-way push communication to a two-way conversation.

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Brand Development is Evolving
Consumers will have greater influence in brand relationships.
The creative principals will not change,
the strategies to communicate the message will.

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“Word of Mouth is the best
medium of all.”
Bill Bernbach, CFO and Founder,
DDB World Wide Communications Group

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“Word of Mouse will become the medium for
brands to connect with their consumers.”
Christina Divigard, Communication Strategist and Founder,
New Brand World LTD, UK

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The Two-Way Brand Conversation
The brand evolution strategy model
will be based on the three C’s:

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The Two-Way Brand Conversation
Conviction – Belief in your message.
Ensuring key influencers recognize the credibility of your brand
promise, and engaging openly with influencers who disagree.

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The Two-Way Brand Conversation
Collaboration – Shared expectations and goals.
Brands will share leadership roles and guidance
with key influencers and consumers,
to build and maintain brand consensus.

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The Two-Way Brand Conversation
Creativity – Defining real emotional insights.
Understanding the emotional value and connection,
through active consumer participation,
will provide the insights to creative solutions.

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The Two-Way Brand Conversation
The principals to employ for success

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The Two-Way Brand Conversation
The principals to employ for success
Education
I.D. Your Audience
Provide Communication Tools
Research
Listen

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Emotionally Connected Brands

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Emotionally Connected Brands

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Emotionally Connected Brands
The Real Thing

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Emotionally Connected Brands

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Emotionally Connected Brands
Nutritious

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Emotionally Connected Brands

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Emotionally Connected Brands
Trustworthy

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Emotionally Connected Brands

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Emotionally Connected Brands
Think Different

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Emotionally Connected Brands?

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Emotionally Connected Brands?
Made in America

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Emotionally Connected Brands?

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Emotionally Connected Brands?
The Better Coffee Experience

58. Thank you!
Questions?