digital brand strategy | mace 2008

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Themes underpinning digital branding MACE Congress 2008 Patrick Collings Sagacite Brand Agency Stellenbosch 15 - 17 October 2008

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The presentation looks at themes underpinning digital strategy. Needs a talking head to explain several of the slides.

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Page 1: Digital Brand Strategy | Mace 2008

Themes underpinning digital branding

MACE Congress 2008

Patrick CollingsSagacite Brand Agency

Stellenbosch15 - 17 October 2008

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5Themes

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The flow, not the contours

The art of gliding

15MB is the new 15 minutes

Our virtual reality

Reassembling the fragmentation

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The flow, not the contours

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from mainframe to desktop to internet

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internet explorer rapidly losing ground to firefox

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myspace sharing social networking with facebook and others

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mainstream media battling bloggers

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traditional blogging sharing space with micro blogging

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altavista was king before google, will cuil manage to dent the colossus

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understand where your market is going and why it is going, but

appreciate that the vehicle for getting there will probably change

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The art of gliding

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you are not in controleven when you think you are

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GM’s Chevy Tahoe SUV

video clip of user generated tahoe “commercials”

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today, everyone can be a director

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video clip of user generated polo “commercial”

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collection of guinness ads

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video clip of non-sanctioned guinness ad

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“... they have to keep on consistently building their brands equity so that when a potentially damaging piece of communication does filter out into the world, their brand is strong enough and their consumers are savvy enough to understand its source is the public domain.”

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your brand does not need you to be online

others will put it there

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invisibleinvisible

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small

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7 Guidelines

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watch it

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increasingly need to be there

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empower

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engage, or not

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integrate

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don’t fake it

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don’t box the demographic

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7 = soaring + gliding + influencing

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accept the loss of complete control and become part of the experience

and conversation

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ipod photo by Вася Артёмов (http://www.flickr.com/photos/78518472@N00/2274202900/)

15MB is the new 15 minutes

video clip of ad men employment ad

Page 38: Digital Brand Strategy | Mace 2008

as a society we are becoming more visual

“video beats pictures beats text” - trendwatching.com 2008 report

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what sort of numbers are we talking about

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five billionvideos serves each month by youtube

44 percentof all online video consumption

in the U.S.A.

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embedded video clip of instructional video

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what about the news media

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news media is promoting video offlinesouth african media organizations developing

plans with vide as an integral offering

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4Guidelines

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you have to be seen

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integrated part of brand communication

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parts are greater than the whole

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must entertain

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we will increasingly tell our brand stories in video and need to weave

our brand inextricably into the frames of the video

Page 66: Digital Brand Strategy | Mace 2008

Our virtual reality

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video clip of sony home virtual world

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video gamesaren’t these just

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players build their own worlds2

players sell what they own4

1 players create their own stories

players own what they built 3

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By 2011, 80% of active internet users will have an avatar

Gartner Consulting

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your kids probably alreadydo

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barbiegirls

webkinz

clubpenguin

zwinky

neopets

imvu

second life

gaia

habbo

redlightcenter

kaneva

unique US visitors in Sept 07, in millions

Page 74: Digital Brand Strategy | Mace 2008

the virtuality of second lifeintroducedthe reality of avatarsto adults

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from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000

they came

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during the same period the number of simultaneous second life users grew from 10,000 to 65,000

they played

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in the space of 18 months the average value of transactions per day on second life went from $500,000 to between $1m and $2m*

they paid

1,000,000 to 2,000,000

* Figure estimated

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32average age

45% females

32avg hours pm

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US

Europe

Japan

Brazil

Canada 17,000

27,000

29,000

160,000

187,000

Most Active Avatars in SL by Region - December 2007

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great virtual land rushphilips c|net adidas mercedes

bmw dell mazda microsoft reuters sony bmg vodafone l’oreal ibm mtv

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what went wrong

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brands rushed inthey didn’t look right or leftattempted to conquerrather than integratefailed to realize virtual is not the same as physical

brands stumbled

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life goes on

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what should brands do

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in branded entertainmentnatural integration into the story line

understand how brands operate

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in social media & networksmultiple conversations and loss of control

understand how brands operate

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in user-generated contentunsanctioned content, mashups and fragmentation

understand how brands operate

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some guidelines

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see virtual worlds as evolving stories21 be aware

don’t try conquer, immerse 3

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see virtual worlds as evolving stories2

treat virtual worlds as petri dishes4

1 be aware

don’t try conquer, immerse 3

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innovate and produce multiple options

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photo by Esprit de sel's (http://www.flickr.com/photos/esprit_de_sel/2596849895/sizes/l/#cc_license)

avatars areescapingtheir virtualworlds

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of 23 million and counting

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340m i l l i o na c c o u n t s

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4Questions

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how close will people and their avatars track one another in brand consumption

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which one will be the greater influencer on choice of brand

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will avatars become brand ambassadors

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what will determine legal right to ownership of an avatar

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“One of the things our grandchildren will find quaintest about us is that we

distinguish the digital from the real, the virtual from the real. In the future, that will

become literally impossible. The distinction between cyberspace and that which isn’t cyberspace is going to be unimaginable”

William Gibson

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photo by INTVGene (http://www.flickr.com/photos/intvgene/370973576/sizes/l/)

Reassembling the fragmentation

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video clip of the modernista Web 2.0 website

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1Observation

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brands must exist in the parts as much as they do in the whole

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For ongoing coverage of and commentary on brands in the digital arena please visit the Brand Architect blog at http://www.collings.co.za/

Thanks to Tyler Reed for introducing me to the quote “15MB is the new 15 minutes”

Patrick [email protected]+27 (0)83 616 0967