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Branding Trends 2007

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Branding Trends 2007

  2. BY GLOBAL BRAND EXPERTS Trends in brand building Limor Erlichman CEO, Brand Architect כנס Creative ת " א 8.3.2007
  3. Let’s look in the ball… References: Alycia de Mesa, Brandchannel, Feb 2007
  5. 1 " Less traditional marketing & advertising. "
  6. " Marketers and Branders will need to understand how to integrate their brands into this type of experience , building entertainment and viral value. Less sales messaging ."
  7. <ul><li>&quot; We will see more product placement in films, TV, and on the bodies/lips of celebrities.” </li></ul>
  8. 2 &quot; Technology and Brands merge .&quot;
  9. break away from traditional forms to promote their brand into the technology driven world of mobile advertising * Although print, TV, and radio still will play a crucial role in a company's brand, much of the younger population will experience new brands in the form of modern technology .
  10. Ipods, MP3 Internet
  11. 3 Rise in 'experiential‘ marketing & advertising, and public relations.
  12. <ul><li>It’s a free trial, no strings attached. TRYVERTISING, total relevance of placement, where people actually run. From athletic events to well-known running spots </li></ul>
  14. 4 The over “flooded” Consumer
  16. <ul><li>&quot; no longer enough for consumers to believe that brands are sincere in their communications; To succeed in 2007, brand communications must offer some additional value before the audience will even tune in &quot; </li></ul>
  17. 5 Power to the people
  18. <ul><li>Opportunities for consumers to be heard. Consumers are now listening to the voice of fellow consumers more than that of the marketer. </li></ul>
  19. 44% of the US online population publishes their thoughts and experiences they have with brands every day, positive or negative .
  20. Empower the consumer . Sharing relevant learning. Creating environments & communities Product or service benefits that improve people's lives. Brands that will empower will be the brands that break away from the competition this year
  21. 6 Design Redefined
  22. &quot; convergence of value and design &quot; Today's consumer is demanding both in their product offering. &quot;
  23. 7 Green is King.
  24. Think Good and Green . create new ideas, products, and experiences that make our world a better place. Achieve success by doing good . Consumers will likely to buy products from companies they perceive as socially responsible.
  25. 8 Some things never really change
  26. Brands that walk the talk with their promise , and become an active part in the customer conversation, will flourish .
  28. In 2007… Change from focusing, on building: brand experiences to building: customer experiences .
  29. With good clothes you notice how good the clothes look , with great clothes you notice how great the person looks . So [it goes] with great brands… customers shouldn't notice the branding, but the great experience .&quot;
  35. AN IDEA Brand
  36. <ul><li>HAS AN IDEA </li></ul><ul><li>STANDS FOR SOMETHING </li></ul><ul><li>DEMONSTRATES THAT IDEA </li></ul><ul><li>PEOPLE CAN EXPERIENCE THAT IDEA </li></ul>
  37. <ul><li>brand > logo </li></ul>
  38. <ul><li>brand > slogan </li></ul>
  39. <ul><li>brand = differentiation </li></ul>
  40. Do NOT be different like everybody else
  41. <ul><li>“ There is a way to do it better – find it” </li></ul>Thomas A. Edison
  42. <ul><ul><ul><ul><ul><li>Thanks </li></ul></ul></ul></ul></ul>