This is the fifth in We Are Social's 8-part series exploring Social Brands & The Future Of Marketing. For more information, visit http://wearesocial.sg, or email us via sayhello@wearesocial.sg

1. BIG IDEAS
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#5
SIMON KEMP • we are social• JUNE 2013
LEITMOTIFS
TO EVOLVING
FROM

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3. TODAY: SOCIAL MEDIA ALLOW MARKETERS TO MOVE
FROM SOUNDBITES TO ON-GOING CONVERSATIONS
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4. A NEW APPROACH TO THE ‘BIG IDEA’
As we embrace brand conversations, the
repetition of a single brand message becomes
increasingly less effective. Instead, brands
should harness ‘leitmotifs’: recurring themes
that evolve over time to tell the brand’s story
in various different ways in different contexts.
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DIGGING
DEEPER

5. ALTERNATIVES TO ‘HOMOGENOUS CAMPAIGNS’
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Sharing multiple creative
variations on a theme, with
each appealing to people in
different ways at different times
Bringing a variety of
approaches and themes
together at the same time to
deliver diverse engagement
DANDELION TAPAS
A test-and-learn approach
where the brand constantly
tweaks variations on themes
to build deeper connections
KAIZEN

6. TOMORROW: BRAND COMMS BUILD AROUND FLUID
‘BRAND AGENDAS’ RATHER THAN SINGULAR BIG IDEAS
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7. TO DO: FOCUS MORE ON WHAT YOU WANT AUDIENCES
TO UNDERSTAND, NOT WHAT YOU’RE GOING TO SAY
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FIND OUT MORE AT
WEARESOCIAL.SG

9. 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 UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

10. WE ARE SOCIAL
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG