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What Makes A Great Brand?
The document discusses research from We Are Social and the World Federation of Advertisers on what defines great brands according to senior marketers. They identified 5 key elements: 1) a value proposition that extends beyond products, 2) making a positive difference, 3) involving rather than just interrupting audiences, 4) engaging emotions, and 5) helping people help themselves. Examples are given for each element like how Red Bull challenges limits and TOMS' brand promise. The research aims to provide guidance for best practice future marketing.
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What Makes A Great Brand?
- 1. #ProjectReconnect • 1WeAre Social & The World Federation of Advertisers WHAT MAKES A GREAT BRAND?SENIOR MARKETERS SHARE THEIR THOUGHTS we are social
- 2. #ProjectReconnect • 2WeAre Social & The World Federation of Advertisers
- 3. #ProjectReconnect • 3WeAre Social & The World Federation of Advertisers We Are Social has been working with the World Federation of Advertisers to explore what best-practice marketing will look like in the future, based on the projections of the world’s top marketers. This document shares some of our initial research findings.
- 4. #ProjectReconnect • 4WeAre Social & The World Federation of Advertisers VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP MARKETERS WHAT DEFINES GREAT BRANDS
- 5. #ProjectReconnect • 5WeAre Social & The World Federation of Advertisers DURING OUR DISCUSSIONS, THE SAME FEW BRANDS HAVE COME UP AGAIN AND AGAIN
- 6. #ProjectReconnect • 6WeAre Social & The World Federation of Advertisers WHAT DO THEY ALL HAVE IN COMMON?
- 7. #ProjectReconnect • 7WeAre Social & The World Federation of Advertisers WE’VE IDENTIFIED 5 ELEMENTS THAT HELP TO MAKE A BRAND ‘GREAT’ 5!
- 8. #ProjectReconnect • 8WeAre Social & The World Federation of Advertisers #1A GREAT BRAND’S VALUE PROPOSITION EXTENDS BEYOND ITS PRODUCTS
- 9. #ProjectReconnect • 9WeAre Social & The World Federation of Advertisers THE BEST BRANDS CHANGE OUR PERCEPTIONS OF THE WORLD
- 10. #ProjectReconnect • 10WeAre Social & The World Federation of Advertisers EXAMPLE: RED BULL CHALLENGES PEOPLE’S CONCEPT OF WHAT IS HUMANLY POSSIBLE
- 11. #ProjectReconnect • 11WeAre Social & The World Federation of Advertisers RED BULL INSPIRES US TO EXPLORE OUR LIMITS, AND ACHIEVE SOMETHING MORE
- 12. #ProjectReconnect • 12WeAre Social & The World Federation of Advertisers TIP: DON’T DEFINE YOUR BRAND BY WHAT YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN
- 13. #ProjectReconnect • 13WeAre Social & The World Federation of Advertisers #2GREAT BRANDS AREN’T JUST DIFFERENTIATED; THEY MAKE A DIFFERENCE
- 14. #ProjectReconnect • 14WeAre Social & The World Federation of Advertisers MARKETERS LOVE BRANDS WITH A CONSCIENCE
- 15. #ProjectReconnect • 15WeAre Social & The World Federation of Advertisers BRANDS SHOULD OFFER SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY
- 16. #ProjectReconnect • 16WeAre Social & The World Federation of Advertisers EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND PROMISE, NOT JUST THE BRAND’S PRODUCTS
- 17. #ProjectReconnect • 17WeAre Social & The World Federation of Advertisers TIP: BRING YOUR BRAND’S VALUE TO LIFE BY BRINGING YOUR BRAND’S VALUES TO LIFE
- 18. #ProjectReconnect • 18WeAre Social & The World Federation of Advertisers #3GREAT BRANDS DON’T INTERRUPT PEOPLE; THEY INVOLVE THEM
- 19. #ProjectReconnect • 19WeAre Social & The World Federation of Advertisers MARKETING THAT ACTIVELY INVOLVES THE AUDIENCE IS MORE ENGAGING
- 20. #ProjectReconnect • 20WeAre Social & The World Federation of Advertisers EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS FROM ITS INCLUSIVE MARKETING APPROACH
- 21. #ProjectReconnect • 21WeAre Social & The World Federation of Advertisers TIP: ACTIVELY INVOLVE YOUR AUDIENCES IN CO-CREATING A DEMOCRATIC BRAND
- 22. #ProjectReconnect • 22WeAre Social & The World Federation of Advertisers #4GREAT BRANDS ENGAGE OUR EMOTIONS
- 23. #ProjectReconnect • 23WeAre Social & The World Federation of Advertisers ACTIVITIES THAT RESONATE WITH AUDIENCES’ EXPERIENCES DRIVE GREATER ENGAGEMENT
- 24. #ProjectReconnect • 24WeAre Social & The World Federation of Advertisers EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS CREATE A STRONG EMOTIONAL RESPONSE
- 25. #ProjectReconnect • 25WeAre Social & The World Federation of Advertisers APPEALING TO EMOTIONS DELIVERS MORE PROFOUND AND ENDURING CONNECTIONS
- 26. #ProjectReconnect • 26WeAre Social & The World Federation of Advertisers TIP: AIM FOR HEART- STRINGS, NOT EYEBALLS
- 27. #ProjectReconnect • 27WeAre Social & The World Federation of Advertisers #5GREAT BRANDS HELP PEOPLE TO HELP THEMSELVES
- 28. #ProjectReconnect • 28WeAre Social & The World Federation of Advertisers USE MARKETING TO HELP PEOPLE ACHIEVE THEIR GOALS AS WELL AS BRAND GOALS
- 29. #ProjectReconnect • 29WeAre Social & The World Federation of Advertisers EXAMPLE: AMEX’S OPEN FORUM ENGAGES PEOPLE THROUGH ADVICE, NOT ADVERTS
- 30. #ProjectReconnect • 30WeAre Social & The World Federation of Advertisers TIP: DELIVER VALUE IN EVERY INTERACTION, NOT JUST THROUGH EVERY TRANSACTION
- 31. #ProjectReconnect • 31WeAre Social & The World Federation of Advertisers PARTING THOUGHT
- 32. #ProjectReconnect • 32WeAre Social & The World Federation of Advertisers DELIVER ACTIVITIES PEOPLE CARE ABOUT, AND THEY’LL CARE ABOUT THE BRAND TOO
- 33. #ProjectReconnect • 33WeAre Social & The World Federation of Advertisers #PROJECTRECONNECT @WFARECONNECT SHARE YOUR THOUGHTS:!
- 34. #ProjectReconnect • 34WeAre Social & The World Federation of Advertisers ~ Will Gilroy, World Federation of Advertisers! “ ABOUT PROJECT RECONNECT! Project Reconnect is an initiative from the World Federation of Advertisers to listen to what people really want from brands and advertising. We aim to give marketers practical guidance to help ensure their behaviour is in tune with what people want and expect.
- 35. #ProjectReconnect • 35WeAre Social & The World Federation of Advertisers JOIN THE CONVERSATION: HTTP://WWW.PROJECT-RECONNECT.COM
- 36. Making Friends &Influencing People • 45We Are Social WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT [email protected]. FIND OUT MORE AT WEARESOCIAL.SG.
- 37. wearesocial.sg • @wearesocialsg• 233We Are Social WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG [email protected] +65 6423 1051 HTTP://WEARESOCIAL.SG