What Makes a Great Brand? Senior Marketers share their thoughts
1. WHAT MAKES A
GREAT BRAND?
SENIOR MARKETERS SHARE THEIR THOUGHTS
awree social
We Are Social & The World Federation of Advertisers #ProjectReconnect • 1
2. We Are Social & The World Federation of Advertisers #ProjectReconnect • 2
3. We Are Social has been working with the
World Federation of Advertisers to explore
what best-practice marketing will look like
in the future, based on the projections of
the world’s top marketers. This document
shares some of our initial research findings.
We Are Social & The World Federation of Advertisers #ProjectReconnect • 3
4. VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP
MARKETERS WHAT DEFINES GREAT BRANDS
We Are Social & The World Federation of Advertisers #ProjectReconnect • 4
5. DURING OUR DISCUSSIONS, THE SAME FEW
BRANDS HAVE COME UP AGAIN AND AGAIN
We Are Social & The World Federation of Advertisers #ProjectReconnect • 5
6. WHAT DO THEY ALL HAVE IN COMMON?
We Are Social & The World Federation of Advertisers #ProjectReconnect • 6
7. 5!
WE’VE IDENTIFIED 5 ELEMENTS THAT
HELP TO MAKE A BRAND ‘GREAT’
We Are Social & The World Federation of Advertisers #ProjectReconnect • 7
8. #1
A GREAT BRAND’S VALUE
PROPOSITION EXTENDS
BEYOND ITS PRODUCTS
We Are Social & The World Federation of Advertisers #ProjectReconnect • 8
9. THE BEST BRANDS CHANGE OUR
PERCEPTIONS OF THE WORLD
We Are Social & The World Federation of Advertisers #ProjectReconnect • 9
10. EXAMPLE: RED BULL CHALLENGES PEOPLE’S
CONCEPT OF WHAT IS HUMANLY POSSIBLE
We Are Social & The World Federation of Advertisers #ProjectReconnect • 10
11. RED BULL INSPIRES US TO EXPLORE OUR
LIMITS, AND ACHIEVE SOMETHING MORE
We Are Social & The World Federation of Advertisers #ProjectReconnect • 11
12. TIP: DON’T DEFINE YOUR BRAND BY WHAT
YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN
We Are Social & The World Federation of Advertisers #ProjectReconnect • 12
13. #2
GREAT BRANDS AREN’T
JUST DIFFERENTIATED;
THEY MAKE A DIFFERENCE
We Are Social & The World Federation of Advertisers #ProjectReconnect • 13
14. MARKETERS LOVE BRANDS
WITH A CONSCIENCE
We Are Social & The World Federation of Advertisers #ProjectReconnect • 14
15. BRANDS SHOULD OFFER SOMETHING TO
BUY INTO, NOT JUST SOMETHING TO BUY
We Are Social & The World Federation of Advertisers #ProjectReconnect • 15
16. EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND
PROMISE, NOT JUST THE BRAND’S PRODUCTS
We Are Social & The World Federation of Advertisers #ProjectReconnect • 16
17. TIP: BRING YOUR BRAND’S VALUE TO LIFE BY
BRINGING YOUR BRAND’S VALUES TO LIFE
We Are Social & The World Federation of Advertisers #ProjectReconnect • 17
18. #3
GREAT BRANDS DON’T
INTERRUPT PEOPLE;
THEY INVOLVE THEM
We Are Social & The World Federation of Advertisers #ProjectReconnect • 18
19. MARKETING THAT ACTIVELY INVOLVES
THE AUDIENCE IS MORE ENGAGING
We Are Social & The World Federation of Advertisers #ProjectReconnect • 19
20. EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS
FROM ITS INCLUSIVE MARKETING APPROACH
We Are Social & The World Federation of Advertisers #ProjectReconnect • 20
21. TIP: ACTIVELY INVOLVE YOUR AUDIENCES
IN CO-CREATING A DEMOCRATIC BRAND
We Are Social & The World Federation of Advertisers #ProjectReconnect • 21
22. #4
GREAT BRANDS
ENGAGE OUR
EMOTIONS
We Are Social & The World Federation of Advertisers #ProjectReconnect • 22
23. ACTIVITIES THAT RESONATE WITH AUDIENCES’
EXPERIENCES DRIVE GREATER ENGAGEMENT
We Are Social & The World Federation of Advertisers #ProjectReconnect • 23
24. EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS
CREATE A STRONG EMOTIONAL RESPONSE
We Are Social & The World Federation of Advertisers #ProjectReconnect • 24
25. APPEALING TO EMOTIONS DELIVERS MORE
PROFOUND AND ENDURING CONNECTIONS
We Are Social & The World Federation of Advertisers #ProjectReconnect • 25
26. TIP: AIM FOR HEART-STRINGS,
NOT EYEBALLS
We Are Social & The World Federation of Advertisers #ProjectReconnect • 26
27. #5
GREAT BRANDS
HELP PEOPLE TO
HELP THEMSELVES
We Are Social & The World Federation of Advertisers #ProjectReconnect • 27
28. USE MARKETING TO HELP PEOPLE ACHIEVE
THEIR GOALS AS WELL AS BRAND GOALS
We Are Social & The World Federation of Advertisers #ProjectReconnect • 28
29. EXAMPLE: AMEX’S OPEN FORUM ENGAGES
PEOPLE THROUGH ADVICE, NOT ADVERTS
We Are Social & The World Federation of Advertisers #ProjectReconnect • 29
30. TIP: DELIVER VALUE IN EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION
We Are Social & The World Federation of Advertisers #ProjectReconnect • 30
31. PARTING
THOUGHT
We Are Social & The World Federation of Advertisers #ProjectReconnect • 31
32. DELIVER ACTIVITIES PEOPLE CARE ABOUT,
AND THEY’LL CARE ABOUT THE BRAND TOO
We Are Social & The World Federation of Advertisers #ProjectReconnect • 32
33. SHARE YOUR THOUGHTS:!
#PROJECTRECONNECT
@WFARECONNECT
We Are Social & The World Federation of Advertisers #ProjectReconnect • 33
34. ABOUT PROJECT RECONNECT!
Project Reconnect is an initiative from
the World Federation of Advertisers to listen
to what people really want from brands and
advertising. We aim to give marketers practical
guidance to help ensure their behaviour is in
tune with what people want and expect.
~ Will Gilroy, World Federation of Advertisers!
“
We Are Social & The World Federation of Advertisers #ProjectReconnect • 34
35. JOIN THE CONVERSATION:
HTTP://WWW.PROJECT-RECONNECT.COM
We Are Social & The World Federation of Advertisers #ProjectReconnect • 35
36. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
We Are Social Making Friends & Influencing People • 45
37. WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG
We Are Social wearesocial.sg • @wearesocialsg • 233