Champions of IMC: Brand Experience vs. Branded Experiences
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1 Brands as Action Figures Brand Experiences vs. Branded Experiences August 13, 2012 #IMCchamps
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Transcript of Champions of IMC: Brand Experience vs. Branded Experiences
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Brands as Action Figures
Brand Experiences vs. Branded Experiences
August 13, 2012
#IMCchamps
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Agenda
+ Brand experience versus branded experiences
+ Why branded experiences (brand actions)
+ Brands in action
+ Five things to drive actions with your brand
#IMCchamps
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San Francisco
Los Angeles New York
London Hamburg
Dubai
Shanghai Beijing
Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences.
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Siegel+Gale 43 years 250 people Senior practitioners Smart, nice and unstoppable 8 offices
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Brand experience
+ The interaction a customer has with the various touchpoints in the process of purchasing and using a brand or product
+ Often this process is depicted in a linear fashion
Awareness Interest Desire Purchase Use Repurchase
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Brand experience
+ The brand experience cycle is more accurately a loop, with satisfaction leading customers back to repurchase
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Brand experience
+ Increasingly, consumers are seeking and sharing information at every stage of the brand experience.
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Brand actions:
+ Are often outside or in addition to the traditional purchase cycle touchpoints
+ Engage people physically; interact with people, not just communicate at them
+ Demonstrate the simple idea behind the brand
+ Take experience further; turn a touchpoint into a marketing/sharing opportunity
+ Are not created simply to drive awareness
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Why now?
+ Often difficult to differentiate through product features or even customer experience
+ A way of breaking through the Marcom noise
+ Create impressions worth remembering, sharing
+ Circumvent consumer suspicion of image/communication-based marketing
+ New digital technologies/innovations enable surprising and delightful interactions
+ Cost/impact dynamic changing because of sharing value
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The best brand actions:
+ Make the brand idea tangible
+ Simplify people’s experience
+ Expand the brand’s frame of reference
+ Stand out
+ Are “share-worthy”
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Brands in action
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Tide Loads of Hope™
Clean clothes in disaster zones
+ Trucks & vans with 32 washers & dryer: capable of doing 300 loads of laundry a day
+ Partnerships with American Red Cross & Frigidaire
+ Over 34,000 loads of laundry cleaned
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eBay’s Red Laser app
UPC scanner and price comparison
+ Allows comparison shopping on the go
+ Acquired by eBay in 2010
+ Over 9MM downloads
+ Identifies online and local purchase options
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Charmin Sit or Squat
Clean restroom app
+ Allows users to find, rate and share clean public restrooms
+ Info on 52,000 toilets in 10 countries
+ “Our goal is to connect Charmin with innovative conversations & solutions…” - Charmin brand manager
+ Rated by Parenting magazine as a “top app for parents” in 2012
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Pepsi Social Vending System™
Networked vending machine
+ Allows for personalized “gifting” of a soda and “random acts of refreshment”
+ Networked; touchscreen; GPS
+ “Transforms a static, transaction-based experience into something fun and exciting.” - Mikel Durham, PepsiCo
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Pampers Village
New parent resource + A hub for child-rearing info and
platform for community
+ Features widgets for tracking baby development & name choice
+ Attracts more than 1MM unique users a month
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Coca-Cola Happiness Truck/Machine
A delivery mechanism for happiness
+ Interactive truck/machine dispensing sodas and other “doses of happiness”
+ YouTube videos generated 3MM+ views and 25 other movies
+ 50% of viewers and 70% of blog posts from outside US
+ 2010 Gold Interactive CLIO
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“”
“ Joe Tripodi
Chief Marketing and Commercial Officer, Coke
We have to create experiences that perhaps are only had by a few but are compelling enough to fuel conversations with many.
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Five actions for your brand
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Five actions for your brand
1. Address people, not “consumers”
2. Don’t tell, demonstrate!
3. Be useful
4. Make things simpler
5. Be “remark-able”
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Thanks!
Russ H. Meyer Global Director of Strategy Siegel+Gale @russhmeyer on Twitter
Presentation available at:http://www.slideshare.net/siegelgalebranding/presentations
More about Siegel+Gale at: http://www.siegelgale.com
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