What the fuck is Bra(i)nding?
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The document discusses how brands should approach digital marketing and relationships with customers. It argues that digital is no longer just a new media but is now an integral part of people's lives. Effective "bra(i)nding" leverages digital evolution in culture and technology to create relationships that fulfill people's needs for more enjoyment and less pain. Brands must acknowledge how digital has changed people and embrace being digital themselves by focusing on conversations, participation and social networks rather than one-way advertising.
What the fuck is Bra(i)nding?
- 1. What the fuck is bra(i)nding? Damon CREPIN-BURR October 15, 2011 @ Upload Lisbon 1 facebook.com/damoncrepinburr
- 2. The future of the relationship between brands and people is NOT advertising 2 facebook.com/damoncrepinburr
- 3. 3 facebook.com/damoncrepinburr
- 4. ...and it's not facebook (sorry) 4 facebook.com/damoncrepinburr
- 5. Did you ever wonder why digital is so addictive? 5 facebook.com/damoncrepinburr
- 6. Cookies & Laundry 6 facebook.com/damoncrepinburr
- 7. More enjoyment & Less pain 7 facebook.com/damoncrepinburr
- 8. Human nature drives digital evolution 8 facebook.com/damoncrepinburr
- 9. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 9 facebook.com/damoncrepinburr
- 10. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 10 facebook.com/damoncrepinburr
- 11. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 11 facebook.com/damoncrepinburr
- 12. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 12 facebook.com/damoncrepinburr
- 13. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 13 facebook.com/damoncrepinburr
- 14. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 14 facebook.com/damoncrepinburr
- 15. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 15 facebook.com/damoncrepinburr
- 16. People use more digital Artificial Intelligence Digital matches human intelligence Human Enhancement Digital is embedded in our own body Augmented Reality Digital is changing our physical environment Social Networks Digital revolutionizes of our social life YO U Mass Interaction AR E Digital is part of our identity H ER E Mass Media Digital influences behavior Internet Digital is born Technologies evolves exponentially faster 16 facebook.com/damoncrepinburr
- 17. People have changed 17 facebook.com/damoncrepinburr
- 18. What's the impact for brands? 18 facebook.com/damoncrepinburr
- 19. Brands need to acknowledge that digital is not a new media: It's part of who we are 19 facebook.com/damoncrepinburr
- 20. And it should be part of who they are too… 20 facebook.com/damoncrepinburr
- 21. DOING BEING 21 facebook.com/damoncrepinburr
- 22. Communication strategy Conversation planning Consumer Relationship Management Vendor Relationship Management Reach: Impression Engagement: Expression Content Context Sticky Spreadable Integrated campaign Brand attitude Advertising DOING BEING Service Competition Self improvement Planing Experimenting Marketing and Communication teams Everybody's job Hiring Training Brand markets to consumers (top-down) Brand advocates market to friends (peer to peer) Interactivity (if any) predefined Participation Unified consumer experience Diversified experience Target is individual users Develop social networks 22 facebook.com/damoncrepinburr
- 23. Bra(i)nding Leveraging digital evolution (culture & technology) to create a brand relationship that fullfils people's primal needs (more enjoyment & less pain) 23 facebook.com/damoncrepinburr
- 24. Game Dynamics = More Enjoyment 24 facebook.com/damoncrepinburr
- 25. Game Dynamics = More Enjoyment 25 facebook.com/damoncrepinburr
- 26. 26 facebook.com/damoncrepinburr
- 27. 27 facebook.com/damoncrepinburr
- 28. 28 facebook.com/damoncrepinburr
- 29. 29 facebook.com/damoncrepinburr
- 30. 30 facebook.com/damoncrepinburr
- 31. 31 facebook.com/damoncrepinburr
- 32. Human Enhancement = Less Pain 32 facebook.com/damoncrepinburr
- 33. Be digital. It's not another fuc king media… Bra(i)nding Leveraging digital evolution (culture & technology) to create a brand relationship that fullfils people's primal needs (more enjoyment & less pain) Give a shit a bout people. 33 Do things t hat matters! facebook.com/damoncrepinburr
- 34. Thank You! Questions? Reactions? Insults? My wall is open: facebook.com/damoncrepinburr Like the slides? Go ahead, still 'em: slideshare.net/damoncb 34 facebook.com/damoncrepinburr