(Graham Brown mobileYouth) #Trends: Brand Democracy

Brand Democracy
Graham Brown
mobileYouth

This isn’t about choices in media
…but choices in mindset
#50
Graham Brown
mobileYouth

How to download the slides…
www.MobileYouthReport.com/101
Graham Brown
mobileYouth

New media isn’t a solution but a promise
- a promise that you’ll help them connect better
- a promise that you’ll help them tell their story
breaking the promise by drowning out the conversation
with a brand monologue leads only to disappointment
#51
Graham Brown
mobileYouth

me me me me me me me me me me me me me me
me me me me me me you me me me me me me
simply put…
the difference
and Brand Democracy
Brand Management
between
#52
Graham Brown
mobileYouth

Brand Management vs Brand Democracy
Brand Management Brand Democracy
Our role Manage and protect brand Custodians of brand
Tools Advertising, new media Permission Assets
Win youth attention Buy it Earn it
Tactics Mass marketing Fanspotting
Metaphor Getting elected Nurturing love
Planning Spend budget Invest budget
Innovation Product development Youthsourcing
Narrative Tell the brand story Help youth tell their story
View customers as Destinations Partners
Point of sale Marketing ends here Marketing starts here
Brand measure Reach Influence
Insights Focus groups The field
Graham Brown
mobileYouth

The whole brand
management model is
based on a simple
premise – what the
agency says is more
important than what the
customer says
Now every customer
is their own
advertising agency
Technology has democratized the
marketing model
#53
Graham Brown
mobileYouth

The creative agencies of today
are the monastic scriptoriums of yesteryear
profitable until the printing press
democratized storytelling
#54
Graham Brown
mobileYouth

The story of
technology is
the story of
disruption
Technologies that
shift the control of
resource from one
group to another
disrupt industries
When the resource
is information,
technology disrupts
society
#55
Graham Brown
mobileYouth

Mobile democratized the storytelling
This generation doesn’t need advertising’s
social currency anymore
#56
Graham Brown
mobileYouth

We need to move from
viewing youth as destinations for
…to partners in its production
#57
our marketing messages
Graham Brown
mobileYouth

The whole marketing model has shifted in one generation
- from the “big idea” to the “small whatever”
Now youth aren’t paying attention to advertisers
they are listening to each other and agencies are having
a hard time accommodating this fact into the whole
idea of “brand management”
#58
Graham Brown
mobileYouth

Most brand managers remember ads from their childhood
We remember how they made an impression
We remember how they made us feel
But this is now history and we need to let it go
Graham Brown
mobileYouth

We need to
question the validity
of a model that
requires customers
to “pay” attention to
our messages
#59
Graham Brown
mobileYouth

Think about that for a minute…
The model only works if the customer pays to
listen to the message
Graham Brown
mobileYouth

I want to tell
my story
Everyone has a voice
#60
Graham Brown
mobileYouth

When you look at this picture chances are
you try to find the face most similar to yours
This is how we view marketing
We try to find meaning in the story
through connection
#61
Graham Brown
mobileYouth

Every customer
asks this of your
marketing
“Where am I in
this story?”
#62
Graham Brown
mobileYouth

Is new media a
new way for you
to tell the brand
story or a new
way for your
customers to tell
theirs?
#63
Graham Brown
mobileYouth

are we selling to them or finding new ways
to help them connect with each other?
#64
Graham Brown
mobileYouth

Soda? or a way for youth to tell their story?
#65
Graham Brown
mobileYouth

Car? or a way for youth to tell their story?
Graham Brown
mobileYouth

Shoes?
Or a way for
youth to tell
their story?
Graham Brown
mobileYouth

T-Shirts?
Or a way for
youth to tell
their story?
Graham Brown
mobileYouth

20081988
We can no longer order youth to
pay attention to our messages
#66
Graham Brown
mobileYouth

Brand leadership means letting go…#67
Graham Brown
mobileYouth

Just like advertising, it’s one
big fraud to rob clients of
money
Youth don’t want to be your
friend or hang out on your
FB page. They want to friend
each other and you’re either
helping them do that or
interrupting them with your
monologue
Agencies are leading brands up a blind alley
by trying to sell them on the idea that youth
want to interact with brands on Facebook
#68
Graham Brown
mobileYouth

Are you marketing to…
…or are you marketing with?
#69
Graham Brown
mobileYouth

Graham Brown
mobileYouth
Since 2001, mobileYouth
has been helping
companies build bridges
with the youth market.
Graham is a regular
industry commentator on
youth media and marketing
and has appeared on CNN,
CNBC and in the FT, WSJ
and Sunday Times
Graham Brown
mobileYouth

(Graham Brown mobileYouth) #Trends: Brand Democracy

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(Graham Brown mobileYouth) #Trends: Brand Democracy