with Dave Benton Interactive Creative Director, metajive Presented live at FITC Toronto 2014 on April 27-29, 2014 In this session, Dave Benton will discuss his strategy to effectively convey a brand online. Constructing a plot, defining your brand anchor and refining your message will be the focus of this talk. Leveraging real world examples, you will receive the tools to effectively tell your own brand stories. Go behind the scenes and see how Webby awarded brand experiences were created. About Dave Benton Dave is the driving force behind metajive, since its inception in 1999. Dave headed to San Francisco to become a ‘hired gun’ for a handful of the big agencies in the city. Dave worked on everything he could get his hands on, which included Disney, Banana Republic, Gap and Mike’s Hard Lemonade. After settling in Del Mar, California Dave developed metajive, whose high-profile clients include Porsche, Quiksilver, DC Shoes, NASCAR, Microsoft, Intel and Virgin America. Metajive also works closely with agencies such as JUXT, Cramer Krasslet, Eleven Inc, & Grip Ltd on their top-level accounts. When Dave isn’t working he’s trying to catch a few waves.

1. meta tationTATION
TELLING YOUR BRAND STORY ONLINE
FITC TORONTO
APRIL 29, 2014

2. Telling your
Brand Story Online

3. @metajive

4. We are an independently owned
interactive studio focused on partnerships
to create exceptional experiences.

5. We are an independently owned
interactive studio focused on partnerships
to create exceptional experiences.

6. METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATEGREAT
EXPERIENCES

7. METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATEGREAT
EXPERIENCES

8. METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATEGREAT
EXPERIENCES

9. METAJIVE’S MISSION IS TO
FOR USERS, CLIENTS AND EMPLOYEES
CREATEGREAT
EXPERIENCES

10. BRAND

11. origins of branding

12. sure logos are important but
why….

13. t
$35

15. Value:
$15,000,000,000

16. PRO TIP #1: Be Different

17. w
t

18. PRO TIP #2: Know Your WHY

19. t

20. glassy baby brand

21. glassy baby brand
* apparently no one
tells her no

22. glassy baby brand

23. PRO TIP #3: Know Your Audience

24. glassy baby brand

25. glassy baby brand

26. PRO TIP #4: Make It All Cohesive

27. APP GEAR PROJECT

29. APP GEAR PROJECT

30. TV COMMERCIAL mONTAGE

31. STORY

32. steven king

33. PRO TIP #5: Leave Nothing To Chance

35. Why Do Brands Use Stories?

36. A good story connects the brands
values with your own

37. TIP #6: Show Your Strengths
!

38. VIRGIN AMERICA PROEJCT

39. ONLINE

40. Why is telling a story
online different?

41. TIP #7: Let The Content Guide You

42. EB PROJECT

43. EB PROJECT

44. TIP #8: Organize Your Story In
bite size pieces

47. TIP #9: Create Something
Memorable

48. “You should be able to cover up the logo and
still identify the company because the look
and feel is so distinctive.”
!
— Michael Bierut

49. thumb over magazine ad

50. show app

51. show leaderboard

52. TIP #10: Keep It Simple

54. w

55. w
t
be bold

56. w
t
be different

57. w
t
be strong

58. w
t
play long

59. thank you
THANK YOU
dave@metajive.com 858.259.5483 @metajive.com