Micro-Pulse: How Small Touches Impact the Heartbeat of Your Brand [COMPLETE DECK]
via freshpeel.com
Explore Posterous
Search posterous
Search all posts and users. Type a name, type a favorite song title, whatever! See what comes up.
More posterous blogs
Here are posterous posts filed under brandutility...
I believe...
I believe the Cluetrain Manifesto was way ahead of its time.
I believe that marketing and communication industries are going through unprecedented change - the Internet kick started it, social media continues the disruption.
I believe Clay Shirky when he said; 'A revolution doesn't happen when society adopts new tools, it happens when society adopts new behaviours'.
I believe the conventional linear marketing funnel is defunct due to new behaviours created by social media.
I believe people are in control through hyper-word of mouth.
I believe that social media is not dissimilar to branding for a number of reasons. It is nebulous and a new concept that is difficult for organisations to get their heads and arms around. It is about building reputation, and that takes time. It is a long term investment that adds value to the brand when done right, but when done wrong, can effect an entire organisation. It is a huge internal orchestration challenge.
I believe social media is so important, I've created the Social Media Strategic Framework.
I believe that terms like message and audience are defunct.
I believe our business is no longer about advertising to 1m people to convert 100. It is now about building relationships with the right 10 people who are networked with a 1,000 (inspired by Matt Dickman).
I believe Branded Entertainment and Brand Utilities are both sub-sets of Branded Content.
I believe Branded Content should aim to be social currency, which in turn should be used to start or contribute to conversations. Putting it another way, social media and branded content are two sides of the same coin.
I believe content owners (publishers and broadcasters) are being disintermediated and this will impact on brand marketing models, i.e. instead of broadcasters monetising content through selling ad space, brands create this content and monetise it through selling their products and services.
I believe 'If it's not worth talking about, it's not worth doing' is a good mantra for conversational marketing activity (source anonymous).
I beleive that the 'Creative Brief' should be renamed 'Idea Brief'.
I believe it's fun playing with bright shiny objects like social graphs, QR codes, DOOH, augmented reality and in-game advertising. The best fun comes from the strategic application of these tools and the true satisfaction of knowing you've made a difference.
Brand Content is King
The online media landscape is constantly evolving and as it does it is presenting brand owners with equal measures of challenges and opportunities.
With regards to brand communications there were three key developments over the last year, firstly online has become a dominant channel; according to IAB the Internet now accounts for 18.7% of the advertising market with Press Display at 19.3% and TV at 21.7%, secondly within the online channel social media has captured a huge percentage of users time spent online, Time reported that social networking sites are now the most popular kind of site and lastly video has now become a common element of the online media mix, according to data from comScore, more than 27.4 million U.K. Internet users (78 percent of the total U.K. Internet audience) viewed 3.2 billion videos online in June 2008.
The challenge for brand owners is two-fold, how do you cost efficiently reach your audience through the ever growing number of fragmented media channels and how do you successfully engage them when each generation is becoming progressively more immune to interruptive advertising?
And here in lies the opportunity, with the disintermediation of media, brands are now able to reach their audience directly via social media and brand-owned sites. This saving in media expenditure, together with tumbling production costs, make investments in brand content strategies more viable than ever.
Branded content can take many forms but generally fall into two areas; branded entertainment and brand utilities.
Branded entertainment could manifest itself as anything from a 60sec movie clip to a MMOG (that’s massively multi-player online game for those not in the know). Brand owners who commission entertainment need to ensure they are authentically blending key brand messages into truly engaging content.
Brand utilities could be anything from a calculator widget to an ambitious utility strategy like Nike+, which has successfully embedded social networking functionality directly into the product itself. Brand owners commissioning utilities need to ensure they are delivering valuable functionality for their audience that encapsulates the brand promise.
In summary, with branded content enabling companies to build direct and more engaging relationships with their audience it looks set to play an ever increasing role in brand communications.
