1. Brands as Action Figures
Brand Experiences vs.
Branded Experiences
August 13, 2012
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2. Agenda
+ Brand experience versus branded experiences
+ Why branded experiences (brand actions)
+ Brands in action
+ Five things to drive actions with your brand
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3. Siegel+Gale is a global strategic branding firm
committed to building world-class brands through
elegantly simple, unexpectedly fresh strategies,
stories and experiences.
London Hamburg
Beijing
San Francisco Shanghai
New York
Los Angeles
Dubai
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4. Siegel+Gale
43 years
250 people
Senior practitioners
Smart, nice and
unstoppable
8 offices
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5. Brand experience
+ The interaction a customer has with the various touchpoints in
the process of purchasing and using a brand or product
Awareness Interest Desire Purchase Use Repurchase
+ Often this process is depicted in a linear fashion
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6. Brand experience
+ The brand experience cycle is more accurately a loop, with
satisfaction leading customers back to repurchase
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7. Brand experience
+ Increasingly, consumers are seeking and sharing information
at every stage of the brand experience.
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8. Brand actions:
+ Are often outside or in addition to the traditional purchase
cycle touchpoints
+ Engage people physically; interact with people, not just
communicate at them
+ Demonstrate the simple idea behind the brand
+ Take experience further; turn a touchpoint into a marketing/
sharing opportunity
+ Are not created simply to drive awareness
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9. Why now?
+ Often difficult to differentiate through product features
or even customer experience
+ A way of breaking through the Marcom noise
+ Create impressions worth remembering, sharing
+ Circumvent consumer suspicion of image/communication-
based marketing
+ New digital technologies/innovations enable surprising and
delightful interactions
+ Cost/impact dynamic changing because of sharing value
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10. The best brand actions:
+ Make the brand idea tangible
+ Simplify people’s experience
+ Expand the brand’s frame of reference
+ Stand out
+ Are “share-worthy”
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11. Brands in action

12. Tide Loads of Hope™
Clean clothes in disaster
zones
+ Trucks & vans with 32 washers
& dryer: capable of doing 300
loads of laundry a day
+ Partnerships with American Red
Cross & Frigidaire
+ Over 34,000 loads of laundry
cleaned
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13. eBay’s Red Laser app
UPC scanner and price
comparison
+ Allows comparison shopping on
the go
+ Acquired by eBay in 2010
+ Over 9MM downloads
+ Identifies online and local
purchase options
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14. Charmin Sit or Squat
Clean restroom app
+ Allows users to find, rate and
share clean public restrooms
+ Info on 52,000 toilets
in 10 countries
+ “Our goal is to connect Charmin
with innovative conversations &
solutions…”
- Charmin brand manager
+ Rated by Parenting magazine
as a “top app for parents” in
2012
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15. Pepsi Social Vending System™
Networked vending
machine
+ Allows for personalized “gifting”
of a soda and “random acts of
refreshment”
+ Networked; touchscreen; GPS
+ “Transforms a static,
transaction-based experience
into something fun and
exciting.”
- Mikel Durham, PepsiCo
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16. Pampers Village
New parent resource
+ A hub for child-rearing info and
platform for community
+ Features widgets for tracking
baby development & name
choice
+ Attracts more than 1MM unique
users a month
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17. Coca-Cola Happiness Truck/Machine
A delivery mechanism for
happiness
+ Interactive truck/machine
dispensing sodas and other
“doses of happiness”
+ YouTube videos generated
3MM+ views and 25 other
movies
+ 50% of viewers and 70% of blog
posts from outside US
+ 2010 Gold Interactive CLIO
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18. “ We have to create
experiences that perhaps are
only had by a few but are
compelling enough to fuel
“
”
conversations with many.
Joe Tripodi
Chief Marketing and Commercial Officer, Coke
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19. Five actions for your brand

20. Five actions for your brand
1. Address people, not “consumers”
2. Don’t tell, demonstrate!
3. Be useful
4. Make things simpler
5. Be “remark-able”
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21. Thanks!
Russ H. Meyer
Global Director of Strategy
Siegel+Gale
@russhmeyer on Twitter
Presentation available at:
http://www.slideshare.net/siegelgalebranding/presentations
More about Siegel+Gale at:
http://www.siegelgale.com
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