Embrace the future martina olbertova
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Brand Curation: Envisioning the Future of Meaning-Driven Brands - Martina Olbertova's presentation to the NewMR Embracing the Future Event Nov 2015
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Embrace the future martina olbertova
- 2. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 What is this presenta1on about? > Redefining brands and the way we approach brand value to add more meaning to businesses and people’s lives. > The ubiquitous cluDer that clogs our minds, paralyzes our decision-making and displaces meaning in our lives. > The need for brands to start making sense and deliver compact messages that are consistent with their strategy seen in context of human insight, behavior, trends, society evolu$on and culture. > Introducing a new approach & methodology that can help make brands meaningful again and seriously cut down on the amount of marke$ng cluDer we have to face every day. 2
- 3. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 What seems to be the problem with the brand management today… • The world has changed and technology has rewired consumers’ minds and behavior, yet we s$ll manage brands, insight and strategy the same old way. • And the marke$ng industry needs to reflect this to stay relevant in the future… • We need to not create, but curate to become meaningful again. • Brand management needs to be more organic, nimble, flexibly react to change. • We need to manage brands based on their meaning, and not touch points. Meaning- centric brand direc$on can help us create brands with coherence and integrity, and prevent weakening brand recall and dropping consumer loyalty across sectors. 3
- 4. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 1 Informa7on noise. 3 Brand confusion. We are dealing with a complex problem. (Cultural context) (Category context) (Brand context) 2 Market cluSer. 4
- 5. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 The Idea. • Help brands overcome this cluDer to make them compact again. • But how…? • The task: To create a method that would work directly with brand meaning and allow brands to communicate meaningfully, in a relevant way and consistently across various media channels and touch points. • This would significantly: 1. decrease brand fragmenta$on and crea$ve confusion 2. support brand image consistency and brand recall 3. ease brand management (for both clients and agencies) 5
- 8. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 Where Meaning Gets Lost in Transla1on - filling the gaps for meaningful & consistent brand direc1on - _ GAP 1 _ Point of entry field research data reporting concepts & collaboration strategy development creative ideation creative execution Translating insight into strategy Translating strategy into creative GAP 2 Data & InsightDATA & INSIGHT CREATIVE DIRECTIONBRAND STRATEGY MEANING OF DATA TO SHAPE BRAND MEANING: • What does the data & insight mean in context of the brand? • What are the implications to brand strategy development? • Does the brand resonate / is relevant to consumers? BRAND MEANING TO SHAPE BRAND EXECUTION: • What are the right codes and wrong codes in brand execution? • How should we get the brand meaning across creatively? • How should an agency portray brand in communication so we that creative doesn’t override strategy? 8
- 9. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 How it works: 3 simple steps - the process - De-cluKer Reboot Implement à Brand clarity à Brand meaning à Brand consistency Looking at brand execu$on, channels, codes, brand DNA, brand insight and percep$on to diagnose the specific problem Exploring the brand / category / culture context to extrapolate new meanings for the brand to regain relevance & resonance. Specifying key brand codes for execu$on (brand manual & strategic briefs) to secure future coherence / consistency. 1 2 3 9
- 10. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 Uni1ng Meaning Across Brand Direc1on - cura1ng meaning across all levels of brand direc1on - STRATEGY 1 2 3 A holis1c approach to meaning-centric brand direc1on… Increase in: 1. Brand integrity & meaningfulness 2. Coherent brand feel across all channels 3. Clear memory structures support brand recall 4. Efficient and sustainable brand management (opera$ons and financial) Decrease in: 1. Communica$on cluDer and brand fragmenta$on across channels 2. Brand inefficiency and illogical or confusing crea$ve execu$on 3. Money-spending 4. Brand irrelevance, low rapport & iden$fica$on 10
- 11. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 Most Frequent User Scenarios -what client pains are we solving here - Problem Scenario 1 Brand Curator as a Troubleshooter Brand is fragmented, inconsistent or cluSered. • Too many channels • Too many messages • Too many changes in communica$on • We need to capture brand’s inner essence and re-priori$ze tasks that make sense. Problem Scenario 2 Brand Curator as a Meaning Maker Brand is irrelevant, out of touch with the world, meaningless or ambivalent. • No longer resonates with consumers • No shared values or emo$onal response • We need to fuel new life in the brand and anchor its meaning with culture. Problem Scenario 3 Brand Curator as Detec1ve / Op1mizer Brand isn’t saying what it’s supposed to in crea7ve execu7on. • Irrelevant visual codes • Crea$ve overrides brand strategy • Insights don’t resonate crea$vely • We need to specify codes for execu$on to keep brand coherent. Problem Scenario 4 Brand Curator as a Rescuer / Resuscitator Brand is outlived, exhausted and all other op7ons have failed. • Nothing gives answers to what exactly went wrong and why. • We need to revisit all brand touch points and find strategic solu$on to brand’s problems. 11
- 12. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 What Brand Cura1on stands for. • It is an alterna7ve way of looking at and managing of brands based on meaning. • It redefines what a brand value actually is – it’s symbolic, not monetary. • At the moment, this view is incompa7ble with how organisa7ons are managed. New knowledge is locked within siloes, which makes their poten7al go to waste. That's why the style of brand management needs to be changed as well to allow for the new value to kick in. • Why should we care? Because without meaning, brands can't create value and neither can companies. Meaning is the single one most important value that businesses should strive to create to make difference in people's lives. 12
- 13. Envisioning the Future of Meaning-Driven Brands Mar$na Olbertova, UK, November, 2015 What makes it different. • The difference is a unique point of view contrary to how brands are usually managed. Tradi$onally, brands have been managed as channels as they're a product of logic of mass produc$on era. That’s the very reason why we're drowning in this chaos of cluDer and complexity. This approach turns how we view brands on its head. • Brand Cura$on approach brings brands back to their very essence an closer to people since both people & brands live off meanings. Rela$onship of brands and people isn't based on ra1onal reasoning (brand choices are not really ra$onal) or emo1ons (brands are not really our friends), it's the ma1ng game of narra1ves - they need to share meanings to create long-las$ng bonds that makes sense. • Looking at brands from the inside out helps companies create value that is future- proof because meaning (unlike numbers) has a constant value in 7me. 13