antiplatform: creating effective brand experiences
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l liberateyourbrand.com
ANTIPLATFORMCREATING EFFECTIVE BRAND EXPERIENCES
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ANTIPLATFORM
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ANTIPLATFORM
A BRAND“...the promise, the big idea, and the expectations that reside inside each customer’s mind about a product, service, or company. A brand is shorthand. It stands for something.”
- Alina Wheeler Designing Brand Identity (2006)
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ANTIPLATFORM
A BRAND
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ANTIPLATFORM
A BRAND
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...is not a logo
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ANTIPLATFORM
A BRAND
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...is not a logo ...is not a tagline
Think Different.
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ANTIPLATFORM
A BRAND
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...is not a logo ...is not a tagline ...is not a product
Think Different.
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BRANDING EVOLUTION
ANTIPLATFORM
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Features“What is is”
Benefits“What it does”
Experience“What you feel”
Identification“Who you are”
1900
1925
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BRANDING EVOLUTION
ANTIPLATFORM
‣ Messages‣ Static‣ Saying‣ Look & Feel‣ Posing‣ Simplicity
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‣ Conversations‣ Dynamic‣ Doing‣ Experience‣ Authenticity‣ Complexity
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engagement
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2013
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The belief that people learn most effectively by doing things rather than sitting and listening.
SEYMOUR PAPERT
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ENGAGEMENT PRE-REQ
ANTIPLATFORM
‣ Differentiation‣ Consistency‣ Voice‣ Innovation
‣ All backed by a truly exceptional and integral product offering
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ENGAGEMENT IS NOT
ANTIPLATFORM
‣ Activity‣ Conversation‣ Likes‣ Follows
‣ Tweets‣ Comments‣ +1’s‣ Posts, Hits, CTR, etc.
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ENGAGEMENT (n): Creating windows of enhanced attention
to influence behavior & motivations
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BUT WHY ALL THIS CRAP? ENGAGEMENT creates the opportunity for
BRAND SALIENCE – A brand’s propensity to be noticed or come to mind in buying situations by increasing the quanitity & quality of memory structures buyers hold
about your brand.
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AND HOW? Brand Salience = (engagement)(value exchange)
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AND HOW? Brand Salience = (engagement)(value exchange)
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AND HOW? Brand Salience = (engagement)(value exchange)
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WHAT IS YOUR BRAND HERE FOR? HOW CAN IT HELP?
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have a pointof view
On the world. On culture. On people.Not just a position in a category.
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understand what your
segments want
Don’t just take your benefits and apply them to segments. Take what they demand, and see what
fits. If it doesn’t fit, move on. Don’t force it.
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the future isn’t messaging
The future is in ideas that solve business problems in a CULTURALLY POSITIVE WAY.
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in the wild
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ANTIPLATFORM
ENGAGEMENT: 1,500 Exclusive Nike Mags were
auctioned on ebay. All proceeds went to benefit
the Michael J. Fox Foundation - including a
$50m match from Sergey Brin.
Highest winning bid: $9,959.00 (10)
Lowest winning bid: $2,300.00 (7)
TOTAL RAISED: $5,695,190.53 (x2)
NIKE MAG AUCTION
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ANTIPLATFORM
NIKE MAG AUCTION
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VALUE EXCHANGE: Connect snearheads, Back
to the Future fans, and the Parkinson’s
community to relive their youthful hopes and
raise money for Parkinson’s research.
BRAND SALIENCY: Scarcity value of the
product and a CSR brand boost increases
saliency outside the core sports territory.
Justifies a ridiculous price premium in a
recessionary market.
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Nike (2000) We want to inspire you to victory.
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Nike (2000) We want to inspire you to victory.
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Nike (2012-present) We give you the power to be victorious.
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THEY SHOULD BE SCARED:Too Predictable = No Surprise
No Surprise = Nothing NewNothing New = No Value
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BRANDING EVOLUTION
ANTIPLATFORM
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Features“What is is”
Benefits“What it does”
Experience“What you feel”
Identification“Who you are”
1900
1925
1950
2000
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engagement
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2013
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ANTIPLATFORM
The Brand Gap by Marty Neumeier
Designing Brand Identity by Alina Wheeler
Return on Engagement by Tim Frick
Brand Sense by Martin Lindström
Worldmade Series by JWT
FURTHER READING
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