Download - Digital Brand Strategy | Mace 2008
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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
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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
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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
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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