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THE FUTURE
OFYOUR BRAND
IS AROUND YOU.
WHAT IS A BRAND?
COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY
(* SOURCE: PAUL ISAKSON *)
ASK YOURSELFTHIS:
HOW MANYFANS
DOES YOUR BRAND HAVE?
HOW CANBRANDS HAVE FANS?
DELIVER VALUE THROUGH MARKETING & MAKE PEOPLES’ LIVES BETTER
(* SOURCE: PAUL ISAKSON *)
BUILD THE MARKETING INTO THE PRODUCT & MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.
(* SOURCE: PAUL ISAKSON *)
THE PRODUCT IS THE MARKETING
(* SOURCE: PAUL ISAKSON *)
UNFORTUNATELY, NOT ALL PRODUCTS ARE COOL LIKE THAT...
ADD VALUE THRU CONTENT
CONTENT IS THE NEW CURRENCY
(* SOURCE: PAUL ISAKSON *)
$
AGENCY CONSUMERS
COMPANY
CONVERSATION
COMMUNITY
CONTENT
BETTERBRANDS
POOL IS HERE
POOL IS HERE
POOL IS HERE
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER
OLD MARKETING
(* SOURCE: PAUL ISAKSON *)
PRODUCT
PACKAGING
DISTRIBUTION
ADVERTISING
CONSUMER
CRM
NEW MARKETING
(* SOURCE: PAUL ISAKSON *)
HOW DIDWE CREATETHIS KIND OFMARKETING?
UNCOVERRICHCONSUMERINSIGHTS
“Great work comes from insight, and we have always worked from insight. … We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. We’d like to pride ourselves on the ability to capitalize on them.”
Laura Lang CEO Digitas USA March 2008
Source: Advertising Age - http://adage.com/article?article_id=125670
HOW DOWE UNCOVERTHESEINSIGHTS?
IDENTIFY THE COMMUNITY LEADERS...
OBSERVE+
LISTEN
RESEARCH & INSIGHTS
+COMMUNITY & CONTENT
+CONVERSATION & COLLABORATION
=BRAND INNOVATION
THEEND
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