Should we throw brand consistency out the window? Maybe so, according to Justin Cox, senior brand strategist for Pereira O'Dell. In this thought-provoking webcast, Justin discusses how brands need greater flexibility to make the most of each medium in a way that still captures the spirit of the brand.

1. Brand Consistency is Killing
Digital Advertising
Should we throw brand consistency out the window?
Maybe so, according to Justin Cox, senior brand strategist
for Pereira O'Dell.
In this thought-provoking webcast, Justin discusses how
brands need greater flexibility to make the most of each
medium in a way that still captures the spirit of the brand.

2. 11/10/2011
Brand Consistency is Killing
Digital Advertising
Presenters:
Senior Brand Strategist, Pereira O'Dell
Alli Libb, Moderator, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio:
Participants (US & Canada, Toll Free): 800.945.9434
Participants (International): +1 212.231.2908
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3. 11/10/2011
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Register on the AMA Website
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Housekeeping Items
Recording
A recording of this presentation will be sent via email
Slides
A link to the slides will be sent via email
Twitter
Please reference hash tag: #AMAAquent, when tweeting about this webinar
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Today’s Presenter
Justin Cox
Brand Strategist
Pereira O'Dell
• Helps companies solve business problems
• Develops strategies that create meaningful
connections between brands and consumers
• Known for ClickZ article
Brand Consistency is Killing Digital
Advertising
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BRAND CONSISTENCY
IS KILLING DIGITAL
ADVERTISING
Justin Cox
Pereira & O’Dell
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a theory
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drink it
Advertising not product
Budgets and boardrooms
Brand guidelines don’t apply
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BRAND
CONSISTENCY
IS KILLING
DIGITAL
ADVERTISING
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BRAND
INCONSISTENCY
LEADS TO A
NEW ERA OF
ADVERTISING
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the premise
The brand doesn’t have to look the
same. It just needs to feel the same.
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what
does this
really
mean
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14. 11/10/2011
the almighty integrated
campaign
TV
OOH PRINT
SOCIAL
THE DISPLAY &
IDEA SEARCH
PARTNERSHIPS MOBILE &
& CONTENT APPS
PR, EVENTS &
STUNTS
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15. 11/10/2011
A = B, B = C, A = C
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an
unfortunate
truth
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we have our reasons
It feels nice.
It’s easy.
I’m sold.
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18. 11/10/2011
forging
a new
path
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painful
“...This is great work. It puts the product in a whole new light.
I would love to tweak just a few things. Let’s revise the copy
so it matches our print work. And we should send you the TV
spot so you can incorporate that into the interactive
experience pieces. Let’s get all the work on a wall so we can
make sure there is consistency across the board...”
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thanks
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now what
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7INCONSISTENT
THOUGHTS
ON CREATING AN
BRAND
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1 REDEFINE
INTEGRATION
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integration
isn’t
always
beautiful
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it’s happening elsewhere
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the new
integration
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2 KNOW WHAT
TO EXPECT
FROM YOUR
PRODUCT,
BUT NOT
YOUR BRAND
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something
to avoid
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something
to embrace
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3 PRODUCT
FILTER VS.
BRAND FILTER
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curiously
strong
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Chalky
Strong Shareable
Bite Imported
Imperfect Metal Tin
Noisy
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DEFINE
4 EVERYTHING
THROUGH
CONSUMER
BEHAVIOR
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consumer at the
center
Cultural Opportunity
PR Value & Extensions
Media &Technology Product/Brand’s Role
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EMBRACE
5 TECHNOLOGY
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make it
sexy
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Wired OOH
AR Linked Data
Gesture Recommendation
Recognition Engines
Speech BRAND APPs
Recognition
Everything
Mobile Contextual
3D Video &
Virtual Currency
Printing
Pervasive Video
Capture
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ADOPT A
6 MEME
MENTALITY
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don’t
be a
spectator
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be relevant;
be
immediate
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TAKE A BREAK
7 FROM THE
SINGLE-
MINDED
MESSAGE
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single-minded isn’t
always the answer
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7 thoughts on inconsistency
Redefine integration
Know what to expect from your product, but not your brand
Product filter vs. Brand filter
Define everything through consumer behavior
Embrace technology
Adopt a meme mentality
Take a break from the single-minded benefit
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it’s time for caveats
It will take time and it will be a pain in the ass.
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it’s time for caveats
It will not work for all brands, but it could work for all brands.
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it’s time for caveats
Working with an unknown brand or a new brand is actually a
good thing.
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it’s time for caveats
You will need media in house.
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it’s time for caveats
A new business pitch will be your best shot.
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“consistency is the
last refuge of the
unimaginative.” oscar wilde
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THANK
YOU
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Questions and Answers
How to Submit Questions
1. Submit questions using the chat box located on the left-hand side of your
screen.
2. Submit questions via Twitter by referencing the hash tag #AMAAquent
Additional Questions?
Contact Justin at: justin.cox@pereiraodell.com
General AMA Questions can be sent to: alibb@ama.org
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53. 11/10/2011
Thank You for your Participation!
Additional Questions?
Contact Justin at: justin.cox@pereiraodell.com
General AMA Questions can be sent to: alibb@ama.org
Recording
A link to the recording of this presentation will be sent to you
Presentation
A link to the presentation will be sent to you
Twitter
Please reference hash tag: #AMAAquent, when tweeting about this webinar
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