Real Branding Bomb-Proof Brand AdTech NY 2005

Creating a Bomb-Proof Brand Identity The Right Measures of Promotion and Protection Mark Silva Principal & Founder Real Branding

ROADMAP ,[object Object],[object Object],[object Object],[object Object],[object Object]

According to Scott Bedbury: ,[object Object],[object Object],[object Object]

INTEGRATION: LIPTON TEA 360 º ,[object Object]

INTEGRATION: LIPTON TEA 360 º ,[object Object],www.Lipton.com

INTEGRATION: LIPTON TEA 360 º In Site Engagement

INTEGRATION: LIPTON TEA 360 º LIPTON AOX CONNECTION Distributed Media Unit

BEST PRACTICES FOR INTEGRATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CRISIS COMMUNICATIONS ,[object Object],[object Object],[object Object]

CRISIS COMMUNICATIONS ,[object Object],It's like a hammer to the chest. It takes the wind out of you. – Dale Earnhardt Jr. What happened yesterday is an unthinkable tragedy. – Greg Wallace Not only did we lose valuable members of our organization and the motorsports community, we lost friends. – Jeff Gordon

[object Object],CRISIS COMMUNICATIONS ditechracing.com top page alternative top page main media creative alternative media creative

BEST PRACTICES FOR CRISIS COMMUNICATIONS ONLINE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Putting the Interaction in an Interactive Medium ,[object Object],[object Object],[object Object],[object Object],[object Object]

Putting the Interaction in an Interactive Medium ,[object Object],[object Object],[object Object],06/2002 03/2004 97% Teens Online Hours per Medium Passion Points* Meteoric Growth Stickiest Teen Site Online Big Brand Health Lifts Sources: The Coca-Cola Company, Nielsen Net Ratings, @plan, Various. *Passion points index for illustration only

Putting the Interaction in an Interactive Medium ,[object Object],Digital Rewards User Accounts Instant Help Customization Listenomics/ Insight Generation Hours of Operation Clear, easy-to-find privacy policy Tour for guests What’s New?

Putting the Interaction in an Interactive Medium ,[object Object],Tightly Controlled User Generated Limited Outcome

BEST PRACTICES FOR FIRST-PERSON INTERACTIVITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SUMMARY ,[object Object],[object Object],[object Object],[object Object]

THANK YOU ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Real Branding Bomb-Proof Brand AdTech NY 2005

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Real Branding Bomb-Proof Brand AdTech NY 2005