1. TBWA Nicolas BordasTBWA Europe Brand Content, Branded Content, Brand Culture What makes the difference?

2. 18/05/201 4 22/11/2011 19/05/2013 24/03/201 3 3. Nicolas, je te confirme que nous considrons dsormais la publicit comme une forme de contenu de marque. On a sans doute trop insist sur les diffrences entre publicit et brand content. Plutt que dopposition, on peut parler dinclusion en considrant que la publicit est une forme de contenu de marque, conditionne par des contraintes techniques et historiques. - Daniel B www.nicolasbordas.fr/archives_posts/et-si-la-brand-culture-tirait-enfin-la-chasse-deau-du-brand-content 4. Brand Content: Strategic content that contributes to the brands vision and to the creation of its own specific culture. 5. BRAND CONTENT (from TV ads to product placement) + BRAND EXPERIENCE = BRAND CULTURE 6. BUT THERE IS EFFICIENT BRAND CONTENT AND THERE IS USELESS BRAND CONTENT 7. Whats the brand? 85,212,84863,377,156 8. Whats the outcome? 9. To be or not to be viewed? 10. Nescaf 157,157 182,153189,326 11. The best brand content is STRATEGIC SHAREABLE EFFECTIVE EFFICIENT & & 12. WHAT IS AT STAKE FOR NEW BRAND CONTENTS IS THEIR SHAREABILITY. 13. BUT SHAREABLE IS USELESS IF IT IS NOT STRATEGIC, IN LINE WITH A BRAND BELIEF. 14. Brand Belief Brand Content 15. 10 STRATEGIC & SHAREABLE BRAND CONTENTS 16. Evian: live young. 90,564,388 17. Volvo Trucks: precise directional steering. 73 484 660 18. Dove: real beauty. 63,374,948 19. Budweiser: best buds. 50,961,499 20. Nike: surpass yourself. The Last Game: 59,396,285 21. Pepsi: live for now. 42,502,833 22. Redbull: gives you wings. 36,684,599 23. Chipotle: cultivate a better world. 12,947,853 24. Coca-Cola: open happiness. Happiness machine (2010): 6,270,936 25. SNCF: connecting Europe. 1,165,160 26. Think strategic. Think shareable.