1. Hello

2. ‘digital’.

3. Introduction.
The digital world is growing. It is becoming an increasingly
large part of consumers worlds and our clients brands. We
see clients budgets being diverted to ‘digital’
However, there remains a distinct lack of clarity as to what
does ‘digital’ really mean, & how can it be most effectively
used to drive brand growth
This space is ripe for a bit of clear simplification and
commercial thinking.
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4. Introduction.
So....
We developed a perspective on how the many aspects of
digital can be used to create impactful desirable profitable
brands.
We will use that perspective to help build our clients
brands and also apply that thinking to how we create fame
and desire for Clear
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5. What is ‘digital’?
The first thing you need to know is
that this is a big fat word & includes:
Social Networking Sites.... linked in, face book
Online content.... youtube
Websites & microsites....
Viral content.... Creative you pass on
Online brands.... Such as farmville, zappos
Applications.... Nike Run,
Hardware.... Ipads, mobile, video
Mobiles.... Content, advertising
When talking to clients we need to be
as specific as we can...
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6. A framework.
Digital Non digital
insight insight
Active listening qual
Database mining quant
Social network analysis
Online Service Retail Product
brand brand brand brand
Amazon, Farmville Vodafone, BA Boots, Sainsbury’s, Sure, Adidas, Sony
Asos, compare Waterstones
Heart of the brand is not in Something you can put
Exist on the a product but in the An experience designed on a shelf
internet, heart of the delivery of a service or to facilitate purchase of Tangible
brand is intangible & experience a product
digital mix of tangible and mix of tangible and
intangible intangible
Digital Non digital
Activation activation
Digital products & platforms ATL
Social networking DM
Digital broadcasting Events and promotions
| | apps Sponsorships
Poster

7. A framework.
Digital Non digital
insight insight
Active listening qual
Database mining quant
Online Service Retail Product
brand brand brand brand
Amazon, Farmville Vodafone, BA Boots, Sainsbury’s, Sure, Adidas, Sony
Asos, compare Waterstones
Heart of the brand is not in Something you can put
Exist on the a product but in the An experience designed on a shelf
internet, heart of the delivery of a service or to facilitate purchase of Tangible
brand is intangible & experience a product
Brand experiences
digital mix of tangible and mix of tangible and
intangible intangible
Digital Non digital
Activation activation
Digital products & platforms ATL
Social networking DM
Digital broadcasting Events and promotions
| | apps Sponsorships
Poster

8. Our beliefs.
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9. Digital is nothing
to be scared of
everything about it can
be explained using the
frameworks within
clear
“ Some brands exist in the digital world, some brands you can touch,
some brands use digital activation to bring themselves to life, others
do not. Some use the digital world to gather insight and ideas others
do not. Simples!
, “
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10. Digital is a
medium
that can build brand
experiences like any
other.
“ Digital provides a new and exciting opportunity to connect with your
audience in the way the advent of TV, the internet, events-based also
provided new opportunity. We need to learn where it can be most
effective. Just as we give guidance to clients on the role of TV
advertising, packaging, innovation in creating a desirable brand, we
need to do this with digital
| | , “

11. The digital
medium
has some unique
characteristics.
“ Unlike other media, it can’t just be bought/owned/controlled by
brands to broadcast a message. It is much more owned &
shaped by consumers.
As a result it can be unpredictable – brands need to keep an eye
on what is happening, how consumers respond and change and
shape their messages and activities quickly as a result. Think
managing PR rather than TV!
, “
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12. Digital activation
is most effective
when considered as
part of a total brand
experience.
“ People’s relationship with a brand is composed of interactions with all
the touch points. These different activation levers can all influence
what people think, feel and do to different degrees. The most powerful
brand building campaigns will have clear roles for all those levers
, “
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13. Digital-based
brands
still use a mix of
activation methods.
“ Even brands whose heart is in an intangible digital space still seek to
grow through non-digital methods. Look at the Alexsandr Orlov toys
and books for compare the market.com. Increasingly all brands use a
“
fluid mix of digital and non-digital within their brand make up
,
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14. Digital activation
can be highly
impactful
with certain target
audiences.
“ Certain types of people engage with digital world more than others.
They have more interactions and it forms a greater part of their life.
Getting your message to where people are has been part of marketing
for ever. Digital can help you get your brand and your brand story to
audiences harder to reach through other channels
,
| | “

15. Some digital
activation can
have
a disproportionate
impact to cost.
“ The viral nature of certain digital ideas means they can spread
incredibly quickly, gaining huge reach and coverage in a short space
of time. Clients are excited and desire the ‘explosion’ of interest.
However, the majority of digital campaigns are still not measuring
clearly the return on investment “
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16. Successful use
of digital
requires
absolute clarity on
your objectives.
“ Just like any other activation lever you need to know exactly what you
are trying to achieve in terms of influencing your audiences
behaviours. Be clear on what you want them to think feel and do
differently as a result of a digital interaction. And be clear on what you
are bringing to your audience in this space...
Entertainment, information,“ service...
a
| | ,

17. The digital world
can be a rich
source of insight
into what people
think, feel and do.
“ This world is full of conversations and points of view that can
help us get to better ideas for brands. It is also full of technology
that can help us get closer to consumers, for longer in a more
honest way. We need to better use the technology available to
us to tap into both these areas “
,
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18. Digital activation
can create
desire
for brands in many
ways.
“ The right use of digital activation can contribute to many aspects of a
brands desirability whether you are a product brand or an online
brand. The same principles apply
,
| | “

19. Key role for
digital?
Think bigger.
Focus on the future.
Provide clarity.
Inspire connection.
Create experiences.
Constantly innovate.
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20. Thinking bigger
“
The digital world gives the brand an
opportunity to deliver its purpose beyond its
core category, becoming more than a product
“
Nike –bringing out the athlete in all of us
Boots -Champion The Right F
Everyone To Feel Good
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21. Creating
experiences
“
Digital allows brands to extend their experiences
beyond the core product. This allows for more touch
points & delivery of extra benefits and a more
enhanced brand experience
“
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22. Creating
experiences
“
Digital allows brands to extend their experiences
beyond the core product. This allows for more touch
points & delivery of extra benefits and a more
enhanced brand experience
“
| |
Cad and the dandy – bespoke experience

23. Inspire deeper
connections
“ Digital initiatives & platfroms can facilitate a
greater dialogue and interaction with a brand
| strengthening the relationship “
|

24. Inspire deeper
connections
“ Digital initiatives & platforms can facilitate a
greater dialogue and interaction with a brand
| strengthening the relationship “
|

25. Constantly
innovate
“ Digital initiatives & can provide the platform for
developing new offers and services &
| enhancing existing ones
|
“

26. How can it
influence what
people think feel
and do?
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27. Think differently
An honest peer2peer assessment of the car
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28. Think differently
This business listens and responds to me
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29. Feel differently
Pepsi’s cause campaign is focused
on improving communities around the
world and rewarding individuals and
non-profits alike for the creative ideas
that receive the most votes.
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30. Act differently
In 2010,Hawk hosted his second annual ‘Tony Hawk Treasure
Hunt’ on Twitter. He gave away
skateboards, backpacks, guitars and other merchandise to
fans. The scavenger hunt was announced on
his website and Twitter feed using the hashtag #THTH. Items
were sent for hiding to friends in 60 cities across the world .
Hawk spent hours on Twitter on Sunday revealing their
locations and learning which ones were found.
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31. Act differently
Buy deals
Advocacy
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32. Thank you.
32

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United Kingdom United States
James Hirst: Simon Garnett: Charlotte Wilkinson: Alan King:
+44 (0) 208 439 8280 +001 212 361 0014 +65 6521 3175 +61 (0)435 658 780
jamesh@clear-ideas.com simong@clear-ideas.com charlottew@clear-asia.com alank@clear-ideas.com