MARKETING WITH A TWIST B E S T O F B R A N D E N G A G E M E N T S U S I N G

U N C O N V E N T I O N A L M E T H O D S A N D M E D I U M S

INTERNET OF THINGS

DIAGEO SMART WHISKEY BOTTLES FOR FATHER’S DAY

 

Products can get a lot more personal when the Internet of Things makes them smart. Diageo whisky decided to position itself as the drink to celebrate fatherhood by connecting 100,000 bottles to the internet so they could be used to send a personalised, one-to-one digital video message to fathers with the help of QR codes. The givers (of the Whisky) were able to personalise the message with their own content. By doing so it calls upon the giver to create what is, in effect, the advertising message to augment the product, making this an example of participative (and, at scale, crowdsourced) creative.

AMAZON – TIDE : PRODUCTS THAT ORDER MORE OF THEMSELVES

Connected products don’t just have to be tools for marketing; they can also be used for sales! Amazon’s dash buttons connect to your home wi-fi and link to the Amazon app. They can be pressed whenever you are running low on a given product- i.e Tide detergent, and the product the button corresponds to will turn up on your door in a couple of days. Talk about a customer loyalty program! This way your customers aren’t in a supermarket looking at 100 different brands of detergent which do similar things and make similar promises, instead they're in their house looking at the almost empty bottle of detergent and thinking they could do with a bit more, so they just press the button and they're done. It also makes the purchase process so frictionless that it literally is at the touch of a button.

PHONE IT IN FROM BEDPOWER SLEEP FOR SAMSUNG / CHEIL AUSTRIA

Would you be more likely to do something philanthropic if you could sleep through it? For some Samsung consumers, that's a big yes. The brand tapped Cheil Austria to create Power Sleep, an app that donates smartphones' CPUs and processing power to people who really need it—like scientists calculating data for cancer or Alzheimer's research.The app works like an alarm clock. By setting an alarm when they go to sleep, consumers agree to donate their phones' power while they're idle. The effort garnered 250,000 downloads and donated over 1 terabyte of data, which totals 20,800 nights of sleep donated. Plus, more than 60 percent of the users who downloaded the app are still donating their CPUs each night.

BILLBOARD ADS

TOYOTA AND SAATCHI CREATES TALLEST CLIMBING WALL BILLBOARD 

•  Toyota promoted their RAV4 by creating the tallest outdoor climbing wall ever built in New York City. The team created a 120-foot vertical climbing wall that weighed over 6,000 pounds. It took pro-climbers 10-15 minutes to complete the challenge.It was at the center of Times Square and got a lot of visibility. 

• Video - http://bcove.me/90cb2alw

CARLSBERG

Last month, Carlsberg unveiled its billboard named ‘Probably the best poster in the world’ in Brick Lane, London, and for many people this genuinely delivered on its promise.As you can see from the billboard above, there was an actual working tap attached to the centre where people could pull their own pints.

GROWING OUT OF THIN AIR-AIR ORCHARD FOR UTEC Air Orchard, a billboard on which staffers grew organic, pollution-free lettuce in an urban area that contains some of the industrial world's foulest air. By primarily watering this hydroponics, 100 percent toxin-free lettuce with moisture taken from the atmosphere itself, the helped UTEC demonstrate its capacity for practical, real-world innovation to prospective students. They gave away these lettuces for free to people who were curious enough to walk upto the billboard.

HOLD YOUR BREATH FOR ATTENTION-TWEETING SONAR FOR STEINLAGERWorld record holders in free diving aren't exactly

household names. That proved no obstacle to Steinlager Pure beer, which publicized the latest attempt at beating a world free dive record by fellow New Zealander William Trubridge—who was shooting for a no-fins depth of 102 meters across the globe in the Bahamas.Pairing a souped-up sonar fish finder to detect Trubridge's progress with prewritten tweets describing that progress, tweets were sent to digital billboards across the country. Trubridge achieved his goal and so did Steinlager, as the dive became the biggest sporting event in New Zealand in 2014, with a larger TV audience than the World Cup final.

PUBLICITY STUNTS

ARNO TURBO SILENCE FAN: MAXIMUM WIND POWER

• In the summertime, temperatures in Brazil reach 42 degrees Celsius. Consumption of fans increase by 70 percent. The challenge was how to make Arno fans stand out in the point-of-sale? By use of the products main benefit: the power.

• This is a wonderful campaign by Publicis in Brazil in which the company placed an automobile on it’s side right in front of the fan. This campaign got people on the street to stop and question why the car was tipped over. The culprit? The Arno fan.

SENSODYNE

• When launching new Sensodyne Complete Protection, GSK wanted to demonstrate how its Novamin technology can help sensitive teeth, as well as encouraging people to think more about sensitivity and its impact on their lives.

• ‘The Great Sensitivity Test’ was setup near London’s Tower Bridge consisting of three different zones.

• Zone one allowed people to have a sensitivity check with a dentist, win prizes, obtain free samples and see a demo of the product. Zone two was basically a giant tooth that gave people a decent vantage point for a photo.

• And in zone three Sensodyne attempted to host the world’s largest ever oral hygiene lesson, as a dental expert told a crowd of 232 people how to correctly look after their teeth.

END IT – CAMPAIGN AGAINST CHILD TRAFICKING

• http://www.sapientnitro.com/en-us.html#work/featured/end-it-movement/trafficking/the-goods/the-goods

FERRARI T – BUILDUP TO LAUNCH

• Video - http://origin-www.sapient.com/content/sapientnitro/en-us.html#work/featured/ferrari/california-t/the-goods/the-goods

DORITOS – WORLD RECORD: HIGHEST SUSPENDED FOOTBALL PARTY @ SUPERBOWL 2016

During the last Superbowl, Doritos kicked off the celebrations for its 50th birthday party by sending fans 137 feet in the air to catch “the boldest view of the big game”. This was also a way to start their yearlong Bold 50 campaign, in which consumers are invited to break any of 50 world records, all of which involve Doritos chips in some way. 

TRIBORD - THE WORST DRINK IN THE WORLD

Tribord, a company that specializes in watersports equipment, decided to launch its new floatation jacket by creating a guerrilla marketing campaign for a fake drink called WAVE. Unsuspecting passerby on the harbor soon discovered that WAVE was actually seawater in a can - and they got a jarring reminder of the sensation of drowning. This way, Tribord was able to remind everyone of the necessity of water safety and raise awareness for their product.

CLEVER ENGAGEMENTSL E T T I N G U S E R S S E E T H E P R O D U C T U S P F I R S T H A N D

NIVEA - NIVEA DOLL Like Tribord, Nivea, which makes sunscreen, decided to raise general awareness of an important safety concern while generating exposure for their product in the process. Nivea created a doll that would turn red in the sun without sunscreen and distributed the doll to children enjoying a day at the beach. The doll helped kids understand why wearing sunscreen is important for your health, and Nivea established itself as a brand that is engaged in helping people stay healthy.

SMART E-BALL

Electric cars are not really all that attractive. Their tech is quite nascent, they have very less power and accelerate oh-so-slowly! To prove all of these conceptions wrong, promoters of the Smart Fortwo Electric Drive set up an activation on the streets to showcase the car's surprisingly powerful acceleration.They created a live digital version of the classic game of Pong and mapped two Smart cars to drive back and forth to act as the paddles. 

3M SCOTCH BRITE - WASH YOUR BILLScotch brite came up with a cool innovative campaign where if you don't want to pay your bill then you can do the dishes instead.Simple. Smart. Punny. And HIGHLY effective.All it needed was a restaurant's co-operation and a few willing social media addicts to make this a fun cool way for Scotch Brite to reach out to an audience that barely even connected with it.

MAKING A DIFFERENCES O C I A L M A R K E T I N G

PEDIGREE HELP PEOPLE WITH DOWN SYNDROME AND DOGS

• Unfortunately some parts of Russian society reject people with down syndrome, which makes it difficult for people with down syndrome to find work. In Russia, there are some 2,500 babies with Down’s syndrome born every year and a mere 20 years ago, 95 percent of Russian families would give up babies born with Down’s syndrome.

• Pedigree wanted to change that perception and help spread awareness and prove that people with down syndrome are capable of working. They created the pUp syndrome campaign to put children with down syndrome to work and help out shelter animals

LIFE SAVING DOT

• While supplements in the form of pills are available, women weren’t getting or taking them. So, how do you help these women get the required dosage of iodine? When talking to doctors, Grey discovered that the problem could be solved by absorption through skin—this was their eureka moment.

• The solution was the Life Saving Dot – an idea that transformed bindis (already worn by every Indian woman as a traditional symbol of beauty) into iodine patches. Every woman requires between 150 – 220 micrograms of iodine daily. These bindis dispensed that amount to the wearer daily.

• The bindis were initially distributed at Neelvasant’s already existing network of medical camps, reaching 30,000 women. The next stage will see them produced and rolled out on a larger scale. 

MOTHERS WALK INTO A ROOM FULL OF THANK YOU NOTES ONLY TO RECEIVE AN AMAZING SURPRISE

Pandora Jewelry asked several mothers and daughters to partake in a special experiment in which the daughter would write a thoughtful letter of appreciation for the mother to find. Each letter had its own unique style and each note was placed on the wall for a mother to identify. To see if the mother chose the right letter, they were told to play the iPad video below the note. If they chose correctly, they were rewarded with a very loving message from their daughter.

PURDEY’S MAKES PEOPLE’S DREAMS COME TRUE

As kids, we think, we play, we dream, but as adults we kinda slow down very quickly. Purdey's believe no matter what stage of life we're at, we can keep dreaming and #ThriveOn.Created by Iris, the campaign aims to position the Britvic-owned multivitamin fruit drink brand as an inspirational and innovative one as it aims to gain market share in a crowded non-alcoholic drinks market.In the film, part of a series of short films featuring real-life stories, Elba provocatively asks people "what do they want to be when they grow up" and makes the point that people "never stop growing."

KITTEN THERAPY OFFICE FROM TIDY CATS

In Los Angeles, where Purina Tidy Cats invited stressed-out people into a glass room—fully visible to people on the street—and had them listen to guided meditation.And then … the kittens are unleashed. And adorable overload ensues.

PROMEDICA HEALTHCARE – HEALTHY LIVING• How does a healthcare brand, in this case a

health system, ensure its future brand relevancy?• By standing out in ways that really matter to

consumers (differentiation), by delivering a “branded” and delighting customer experience (experience offering), by tapping into emotions and creating an instinctive attraction that goes beyond rational needs (emotional pull) and by constantly moving and evolving to surprise and delight its audiences (dynamism). In other words, doing what Toledo Ohio-based ProMedica healthcare network is going.

• When you do a search for the organization, you’ll find its mission front and center:

• ProMedica recently opened a full-service grocery store in a renovated building that had been vacant for more than two decades.  It provides healthful and affordable food choices in a formerly designated food desert

• They also plan to offer health screenings and education, cooking and nutrition classes, job training and financial literacy to area residents.

RECYCLING FOR REWARDTHINK MACHINE FOR VWRussia isn't a country known for its environmental tendencies, so batteries tend to get thrown in the garbage rather than recycled.Volkswagen devised the Think Machine, a vending machine placed in several high-trafficked areas of Moscow that accepted only batteries of differing sizes and returned goods from local retailers. Where a normal Moscow recycling facility collects 1,000 batteries, the Think Machines took in 8,000. After generating social buzz in the Russian press, other retailers are looking to install the machines. And VW may roll them out in other European dealerships.

PROJECTION MAPPING

PROJECTION MAPPING AT UMAID BHAWAN PALACEThe 347-room palace, architecturally inspired by the Palace of Versailles, served as a projection surface spanning 400 feet wide by 120 feet high. In just three weeks of prep time, Kresa’s team conceptualized, designed, painted, and animated enough content for a full six-hour evening. Images including waterfalls and Egyptian scenes—14 unique designs in all—were carefully layered and sequenced to create a seamless transition from one environmental animation to the next.

PROJECTION MAPPING A NEW WORLD OVER THE CZECH PHILHARMONIC

The Macula in collaboration with the Czech Philharmonic orchestra and 11 international artists from all over the world worked on the story made of seven sections/themes (Matter, Technology, Message, Mission, New World, Rendezvous, and Birth), set against the background of the performance, which combines technological and creative attributes of projection mapping, VFX and motion graphics to create the outstanding experience

Video- https://vimeo.com/156925530

HEINEKEN / EXTRA COLD BOXTo promote this Heineken recently organised an event called ‘Extracold Zone’ – an experience installed in Paris to promote the freshness, innovation and technology that go along with this new packaging. Visitors were invited to escape the heat and immerse themselves in an ice world, with 360° sound and video.

• Video- https://vimeo.com/133537407

VIRTUAL REALITY / 360 DEGREE VIDEO

FACEBOOK’S FIRST VR FILM “HERE AND NOW”• For its first big experimental VR film, Facebook saw an

opportunity to make film that's both heightened yet familiar, ambitious yet ordinary, something quietly grand about everyday life. This fits the Facebook brand perfectly, this is, after all, a giant company that enables the smallest, most ordinary moments of human interaction.

• The resulting three-and-a-half-minute film, which just rolled out Tuesday, is called "Here and Now." It was made by The Factory, Facebook's in-house creative studio, and was shot on—and in some ways serves as advertising for—the Facebook Surround 360 camera, which was introduced last month at F8.

• As a story and a piece of craft, it fulfills its high-low mission by showing ordinary moments in a grand space—eight vignettes of people engaging with friends and family in the main concourse at New York's Grand Central Terminal.

• Video : - https://www.facebook.com/facebook/videos/10154659446236729/

BUDWEISER GARAGE

The most interesting experience in the garage is the 4-D Immersive Reality Budweiser Brewery Tour. Attendees strap on a VR headset and are transported to A-B's St. Louis facility where they go on a multisensory journey, getting to see, hear, smell—and finally taste—how Budweiser is made.

• Video- : http://www.adweek.com/video/advertising-branding/how-budweiser-garage-brewed-immersive-experience-sxsw-attendees-video-170177?auto

DREAM ADVENTURES AT ST.JUDE CHILDREN’S RESEARCH HOSPITAL + EXPEDIA

For those kids at St.Jude Children’s Research Hospital who can’t travel and see the world, Expedia used 360 camera technology to bring the world to them, live.

WAITROSE – LIVE FROM THE FARMWith a new consciousness spreading worldwide, today’s consumers want to know where their food is coming from. To show it, supermarket chain Waitrose recently live-streamed from some of its partner farms for an entire week. People could follow the live footage on their YouTube channel. The videos was also aired on digital boards at major train stations in England and the best parts were instantly turned in TV commercials. 

ISLAND IMMERSION ROOM FOR PALAZZO DEL SOL Talk about a room with a view! For Fisher Island Realty Sales in Florida, SapientNitro set up a special high-tech room designed to give prospective condominium buyers a truly immersive experience of the Palazzo del Sol, a tony residential tower off the coast of Miami, with units priced from $6.5 million.The immersion room featured an elaborate gesture-control system centered on a multi-touch digital table that allowed sales agents to pull up and manipulate Palazzo plans and photography. With the wave of a hand, these images were made to zip from the table onto ultra-high-def video walls. Buyers could get unfettered, sparkling views of the luxurious interiors and lush grounds, even though the actual construction hadn't been completed.

TECH

FLY ME TO MY DREAMIMAGINATION MACHINE FOR S7 AIRLINES

• Tellers took off on a flight of imagination for Russia's S7 Airlines by setting up a neuro-technology installation at a Moscow mall and inviting passers-by to play mind games—literally—in order to win free trips to their dream destinations.

• Participants were seated in front of a projection map of the globe. Two paths appeared: a direct route to their destination, and paths that would vary based on each participant's level of concentration. Those able to guide their virtual planes to their preferred locale in 45 seconds won actual round-trip tickets to those cities. All told, 50 folks won the trip of their dreams, and everyone who played received 5,000 S7 priority air miles.

PUMA BEATBOT

Beatbot is PUMA’s programmable, self-driving, line-following robot that inspires PUMA’s runners of all levels to push harder by giving them a real visual target to beat, not just the time on a stopwatch.

THE PRIUS WIND TUNNEL PIANOThey created the world’s first wind-tunnel piano to show off the striking, angular exterior and aero dynamic features of the all-new #Prius.Making - https://youtu.be/3fbIiOjbHKA

HEINEKEN INDIA - VIRAL CAMPAIGN 2013

A Voice that only you the person standing on a Heineken marked spot can hear, prompted people to choose their brand over others. It was conducted in a liquor mall in India in 2013.

MCDONALD’S CREATES THE MCTRAX, THE PLAYABLE PLACEMAT

•  The McTrax, a playable paper placemat that allows restaurant goers to test their creativity.

• By the use of conductive ink on the paper placemat, McDonald’s was able to create a paper placemat that when paired with a smartphone, became a playable music station in which people could mix and create their own tracks. The placemat allowed people to select a base beat, create a new sound or melody, or even add effects to recorded sound.

SOCIAL MEDIA

SONIC SQUARE SHAKES – THE WORLD’S FIRST SHAKES DESIGNED FOR INSTAGRAM

At Coachella 2016, Sonic launched a series of new, delightful and visually stunning square shakes that were specifically designed for Instagram. People could purchase them on the platform and then have them instantly and personally delivered at the music festival thanks to geo-fencing and geo-targeting technology. The purchase price? They just had to take a photo of their shake and post it on Instagram! 

"SILENT WINDOW" FOR AXE BLACK LAUNCH IN TURKEYAxe Black, wanted to make quiet look cool. So it set up a soundproof studio in the middle of one of the loudest places on Earth: Istanbul. Passersby could only see and not hear as local Turkish groups like Adamlar, Sapan and Biz performed in the "Silent Window." The only way to hear the music was to connect to the Axe Black WiFi, but there was a catch: They could listen to the bands, but they were unplugged from other social media accounts. The Axe Black Silent Window became Turkey's most tweeted outdoor project, with a total reach of 6 million.

Video : - https://vimeo.com/127529239

"MEET ME AT STARBUCKS"• Hoping to capture all the times friends and

strangers interact at Starbucks locations around the world, Los Angeles agency 72andSunny worked with Starbucks and YouTube to document a single day of coffee conversations.

• Bringing together 53 cinematographers located in 28 countries, the collaborators told true customer stories through a six-minute interactive documentary that could be expanded to an 18-minute film with rich stories and "bite-sized" content.

• The result was Starbucks' first global brand campaign, which resulted in more than 26,000 hours of watched footage, 91 million social media impressions and news coverage internationally. People around the world ended up forming emotional connections with the content and began reflecting on their own stories through social media. The stories—ranging from friendship to romance to family—inspired others to meet and document future stories at their own Starbucks. 

APPLE - SHOT ON IPHONE 6 When launching the new iPhone, Apple wanted to make it clear what set this product apart. The “Shot on iPhone 6” campaign emphasizes the high quality of the phone’s camera by encouraging mobile photographers and filmmakers to send in their great photos and videos, and then creating billboards, displays, and video ads around them. This way, they were able to engage a particular community - mobile photography enthusiasts - while communicating to everyone the superior quality of the iPhone 6 camera.

ANDES BEER - THE GREAT ESCAPE• Everyone needs a rescue! Especially those of us

who are stuck in a drab theatre performance, a boring anniversary dinner or just plain stuck. Andes beer decided to don the cape of rescue rangers and designed a fascinatingly elaborate campaign to rescue unwilling attenders of functions and take them to a much more conducive location of their choice - A bar with all their friends in it!

• Run over a span of two months, this is one heck of a campaign that would make anyone an instant fan of their beer!

• The way to do it? Just a few clicks on Facebook!

HOLOGRAM

A VIRTUAL PROTEST AGAINST THE BANNING OF PROTESTS• Deeply concerned over restrictions passed in Spain's

Congress over the right to assemble publicly and protest, known in Spain as "The Gag Law," almost 100 rights organizations banded together to form NoSomosDelito (WeAreNotCrime).

• The aim: informing citizens about the meaning of these reforms, which the groups believe restrict fundamental rights such as freedom of expression and assembly in the name of "citizens' security"—and to pressure the Spanish government to ease the reforms.

• The tactic: holographic images were stitched together from uploaded protests captured on a website that put people in the streets in a virtual manner. The virtual protests were then projected onto a screen in front of Spanish Parliament on April 10, generating worldwide news coverage.

ADVENTURE AND FUN

BEAR NAKED SNACKS PRESENTS HUMAN BOWLING

The new video begins with on-screen text: "Bear Naked presents Human Bowling." After the pins are blown up and a tractor preps the hill, the action begins—young people in the Zorb ball careening down the hill and into the pins. They're also seen eating granola, laughing and dancing.

VOORAY'S LUDICROUS LAKE-JUMPING VIDEO AD

 Director Devin Graham and Vooray first built an enormous slide down a hillside next to a lake. Then they hooked up an inflatable raft to a bungee cord pulled by an ATV. 

ORLANDO HEALTH CONNECTING WITH FOOTBALL LOVERS•  Orlando Health is the exclusive provider of

medical care for the new MLS franchise Orlando City Soccer Club. And their logo is emblazoned on the front of their jerseys.

• The relationship reflects brand activation at its best. But it gets better. Orlando Health is now able to reach an expanded fan base through Xbox and its just released FIFA 2016 MLS Soccer Video game. Orlando Health is featured on the MLS cover as well as its own personalized team cover.

• Leveraging the relationship with soccer and its pro athletes leads to new business for Orlando Health’s sports med program – whose mantra is “Get Treated Like A Pro.”

AUGUMENTED REALITY

HEINEKEN STREET MARKETING CAMPAIGN

Heineken gets experiential with this huge augmented reality campaign where people who stood on a sign, saw videos of themselves on a big screen but with characters interacting with them in real time.

LIVE AUGMENTED REALITY-NATIONAL GEOGRAPHIC

An augmented reality installation that lets the thousands of people passing by interact with the type of content they would find on the National Geographic channel, from dolphins and dinosaurs to leopards, spacemen and lots more.It works by placing a huge digital screen and high-powered camera in front of an AR marker that is stuck to the ground. As people step onto the marker, the content comes alive on the big screen in front of them. A neat little trick here was having what looked like a park ranger (or something!) who was there to help people interact with the augmented reality content and make the whole installation a little more interesting.

KINECT

NIKE STORE INNOVATION POWERED BY KINECTThe famous Selfridges front of store display were taken over by Nike to showcase their house of innovation, a promotion that ran for 2 months in 2012.Nike used the concept of movement by adding Kinect-powered interactivity to create an engaging experience for the passerby along with in store concession.The showcase allowed Nike to combine the physical with the digital experience, providing customers with the opportunity to experience and buy the products first hand.

WALLS ICE CREAM- SMILE FOR FREE ICE CREAM

• Video - http://origin-www.sapient.com/content/sapientnitro/en-us.html#work/featured/unilever/share-happy/the-goods/the-goods

NOKIA & ORANGE – AUGMENTED REALITY / GESTURE CONTROL / REAL TIME 3D AD

In order to promote the phone – Nokia Lumia 610, they used interactive totems designed especially for this purpose, equipped with movement sensors and HD cameras. All interested clients are able to learn more about the advertised device via touchless technology. During the interactive experience, the application user can see him/herself on the totem screen. Nokia Lumia 610 appears on the screen above his/her extended hand. Application’s intuitive interface allows to turn and calibrate the size of the phone, change its colour and launch films presenting its functionalities.

INTELLIGENT SEO

FLIGHT CANCELLATIONS INTO HOTEL RESERVATIONS FOR RED ROOF INN

No one likes flight cancellations, and the last brutal winter saw up to 3 percent of U.S. flights being grounded daily—nearly 500 flights on average per day. As a result, thousands of travelers scrambled to find hotels at the last minute.Using mobile location targeting and customized messages, Red Roof Inn was able to beat its competitors and quickly reach customers. The custom media buying invention from 360i, New York, got the lodging chain's messaging in front of 75 percent of consumers searching for last-minute reservations.

HOW TOF I N D T H AT P E R F E C T C A M PA I G N T H AT G O E S W I T H YO U R B R A N D I M A G E ?

BRAND ACTIVATION APPROACH STEPSBefore thinking about the technology to be used or brain storming about something out of the box, one should find the answer to the questions below to gain a sense of direction:• Why activation? What is the end result to be achieved?• What action you want your consumers to take. Articulate your goals. (They

must be quantifiable. )

HOW TO BUILD MEANINGFUL TWO-WAY ACTIVATION? Here are five steps to get started:1. Isolate the real problem you’re trying to solve, rather than leading with the “supposed” solution2. Identify what drives (or not) customers' attitudes, passions and behaviours3. Unearth all of your brands ambitions and possibilities4. Brainstorm possibilities at the sweet spot of #2 and #3 to deliver maximum customer value and competitive advantage5. Advance ideas that move customers forward, who in turn drive business forward

BRAND ENGAGEMENTS SHOULD• Help distinguish the brand in a crowded marketplace.• Fit with the core values of the brand.• Create assets that offer long term benefits to the organization.• Create genuine emotional engagement with communities through things

that they would love to interact with or things that they genuinely care about or are passionate about.

• Ultimately, make it easier for consumers to believe in the brand.