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

1. Creating a Bomb-Proof Brand IdentityThe Right Measures of Promotion and Protection Mark Silva Principal & FounderReal Branding

2. ROADMAP • Creating a Bomb-Proof Brand Identity • Integrated Platform: Your best shot at creating a bomb-proof brand is with integration • Crisis Management: what happens if you get shot at (and you will)? • Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control • Summary

3. According to Scott Bedbury: • “Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful” • “A brand is the sum of the good, the bad, the ugly, the off-strategy. It is defined by your best…[and] worst product. It is defined by award-winning advertising as by the god-awful ads that somehow slipped through the cracks… It is defined by the accomplishments of your best employee…as well as by the mishaps of the worst hire you ever made… • “As such you can’t entirely control a brand. At best you only guide and influence it.”

4. INTEGRATION: LIPTON TEA 360º • Traditional Agency DDB developed “Tea Can Do That” creative platform to dramatize the healthful benefits of Lipton Tea and inspire reappraisal

5. INTEGRATION: LIPTON TEA 360º • Online consumers explore the range of the brand promise: how Tea Can Do That www.Lipton.com

6. INTEGRATION: LIPTON TEA 360º In Site Engagement

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

8. BEST PRACTICES FOR INTEGRATION • Make it a client-lead mandatory • Enable through process, budget and events • Find ways to reward and recognize integration • One brief • Set tone & workshops for high performance integration behaviors if necessary • Minimize P&L impact for agencies to foster “solutions before land grab” mentality • Create Master Contact lists to encourage inclusion • Recognize and evangelize the wins in common terms. Tip: allow agencies to share case studies

9. CRISIS COMMUNICATIONS • We got lucky: our owner base defended us. Todd Riley eBusiness Marketing & Content Leader Volkswagon USA

10. CRISIS COMMUNICATIONS • October 24, 2004… Brian Vicker’s Birthday 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

11. CRISIS COMMUNICATIONS ditechracing.com top page • An Essential Safeguard with Major Sports Sponsorships and Co-Branded Activations: 24/7 Crisis Communications Across All Media Channels alternative top page main media creative alternative media creative

12. BEST PRACTICES FOR CRISIS COMMUNICATIONS ONLINE • Imagine the unthinkable and plan for it • Create contingency: • Press Releases • Prepared statements and creative for website and ads • Text link versions for website and search • Secure pre-approval clearance for release at most senior levels of company • Develop a communications action plan for notification if you need to deploy • Release as broadly as appropriate • Have emergency budget available for search term placement • Invite communications from brand lovers

13. Putting the Interaction in an Interactive Medium • Nature of medium is interactive, so why not more User Generated Content, interactivity from brands? • Seen as risky • Takes more work • Can cost more money • Greatest relevance is when first-person“I” connection isunlocked

14. Putting the Interaction in an Interactive Medium • MyCoke.com At a Glance Rationale/Business Case Published Results 97% Teens Online Passion Points Hours per Medium 06/2002 03/2004 Meteoric Growth Big Brand Health Lifts Stickiest Teen Site Online

15. Putting the Interaction in an Interactive Medium • MyCoke.com presents a long list of best practices to emulate as appropriate What’s New? Tour forguests Hours ofOperation User Accounts Digital Rewards Clear,easy-to-find privacy policy Instant Help Customization Listenomics/ Insight Generation

16. Putting the Interaction in an Interactive Medium • Kimberly-Clarke solution: balance tightly controlled content and moderated User Generated Content Tightly Controlled Limited Outcome User Generated

17. Putting the Interaction in an Interactive Medium • Distributed Media • Temporal/Ephemeral Engagement ALI G IM INTERACTION

18. BEST PRACTICES FOR FIRST-PERSON INTERACTIVITY • Establish clear rules of engagement • Post terms of use as: • Required acceptance at gateway and first use • Tips for safety • Repeat in all moderated actions • Software language filter • Monitor by staff and/or 3rd Party personnel • Consider the content control spectrum appropriate for your brand and company • Consider temporal content (largely here and gone when window is closed) • Consider limiting “hours of operation” • Plan an exit strategy • Insure against risk

19. SUMMARY • Creating a Bomb-Proof Brand Identity • Integrated Platform: Your best shot at creating a bomb-proof brand is with integration • Crisis Management: what happens if you get shot at (and you will)? • Guiding/Managing the Dialog: Nature of interactive medium means relinquishing some control and developing, energizing and managing your brand in ways you may never have expected nor imagined

20. THANK YOU • MARK SILVA REAL BRANDING www.RealBranding.com/adtechny/ San Francisco New York 2325 Third Street 275 Madison Avenue Suite 108 Suite 628 S.F., CA 94107 N.Y., NY 10016 415.522.1045 212.878.8825