This is the first in We Are Social's 8-part series exploring Social Brands & The Future Of Marketing. For more information, visit http://wearesocial.sg, or email us via sayhello@wearesocial.sg

1. #1
SOCIAL EQUITY DRIVES
BRAND EQUITY
SIMON KEMP • we are social • MARCH 2013
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3. OUR ‘PROVOCATIONS’ FORMAT
TODAY TOMORROW TO DO
The realities, trends, Where we see these The implications for
and observations that developments taking brands, and what you
inspired our thinking marketing in the future can do to harness them
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4. XT
CONTE
THE SOCIAL EQUITY OF A BRAND
The more people talk about a brand, the
easier it is for us to predict how other people
will react if we choose that brand. As a
result, the brands that inspire the most
favourable conversations are the brands that
can command the greatest price premium.
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5. TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT
ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR
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6. TOMORROW: BRANDS RECOGNISE THAT AN INCREASE IN
CONVERSATION DRIVES AN INCREASE IN COMPENSATION
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7. OUTDOOR!
SOCIAL MEDIA! TELEVISION!
PRINT! WEB!
RADIO!
TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THE
CURRENT CHANNEL-BASED BROADCAST APPROACH
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8. G
DIGGIN
R
DEEPE
SOCIAL MEDIA vs SOCIAL BRANDS
Brand conversations aren’t just driven by
social media activities. Everything the brand
does – from its advertising to its packaging,
and from its POS activities to its customer
service – should be designed to inspire as
much favourable conversation as possible.
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9. PRODUCTS!
PACKAGING! ADVERTISING!
POS ACTIVITY! RECRUITMENT!
CUSTOMER
SERVICE!
IN ORDER TO SUCCEED, BRANDS MUST ADOPT
A HOLISTIC, CONVERSATION-BASED APPROACH
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10. TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT,
FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES
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11. FIND OUT MORE AT
WEARESOCIAL.SG
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12. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

13. WE ARE SOCIAL
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG