The document discusses research from We Are Social and the World Federation of Advertisers on what defines great brands according to senior marketers. They identified 5 key elements: 1) a value proposition that extends beyond products, 2) making a positive difference, 3) involving rather than just interrupting audiences, 4) engaging emotions, and 5) helping people help themselves. Examples are given for each element like how Red Bull challenges limits and TOMS' brand promise. The research aims to provide guidance for best practice future marketing.

1. #ProjectReconnect • 1We Are Social & The World Federation of Advertisers
WHAT MAKES A
GREAT BRAND?SENIOR MARKETERS SHARE THEIR THOUGHTS
we
are
social

2. #ProjectReconnect • 2We Are Social & The World Federation of Advertisers

3. #ProjectReconnect • 3We Are Social & The World Federation of Advertisers
We Are Social has been working with the
World Federation of Advertisers to explore
what best-practice marketing will look like
in the future, based on the projections of
the world’s top marketers. This document
shares some of our initial research findings.

4. #ProjectReconnect • 4We Are Social & The World Federation of Advertisers
VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP
MARKETERS WHAT DEFINES GREAT BRANDS

5. #ProjectReconnect • 5We Are Social & The World Federation of Advertisers
DURING OUR DISCUSSIONS, THE SAME FEW
BRANDS HAVE COME UP AGAIN AND AGAIN

6. #ProjectReconnect • 6We Are Social & The World Federation of Advertisers
WHAT DO THEY ALL HAVE IN COMMON?

7. #ProjectReconnect • 7We Are Social & The World Federation of Advertisers
WE’VE IDENTIFIED 5 ELEMENTS THAT
HELP TO MAKE A BRAND ‘GREAT’
5!

8. #ProjectReconnect • 8We Are Social & The World Federation of Advertisers
#1A GREAT BRAND’S VALUE
PROPOSITION EXTENDS
BEYOND ITS PRODUCTS

9. #ProjectReconnect • 9We Are Social & The World Federation of Advertisers
THE BEST BRANDS CHANGE OUR
PERCEPTIONS OF THE WORLD

10. #ProjectReconnect • 10We Are Social & The World Federation of Advertisers
EXAMPLE: RED BULL CHALLENGES PEOPLE’S
CONCEPT OF WHAT IS HUMANLY POSSIBLE

11. #ProjectReconnect • 11We Are Social & The World Federation of Advertisers
RED BULL INSPIRES US TO EXPLORE OUR
LIMITS, AND ACHIEVE SOMETHING MORE

12. #ProjectReconnect • 12We Are Social & The World Federation of Advertisers
TIP: DON’T DEFINE YOUR BRAND BY WHAT
YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN

13. #ProjectReconnect • 13We Are Social & The World Federation of Advertisers
#2GREAT BRANDS AREN’T
JUST DIFFERENTIATED;
THEY MAKE A DIFFERENCE

14. #ProjectReconnect • 14We Are Social & The World Federation of Advertisers
MARKETERS LOVE BRANDS
WITH A CONSCIENCE

15. #ProjectReconnect • 15We Are Social & The World Federation of Advertisers
BRANDS SHOULD OFFER SOMETHING TO
BUY INTO, NOT JUST SOMETHING TO BUY

16. #ProjectReconnect • 16We Are Social & The World Federation of Advertisers
EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND
PROMISE, NOT JUST THE BRAND’S PRODUCTS

17. #ProjectReconnect • 17We Are Social & The World Federation of Advertisers
TIP: BRING YOUR BRAND’S VALUE TO LIFE BY
BRINGING YOUR BRAND’S VALUES TO LIFE

18. #ProjectReconnect • 18We Are Social & The World Federation of Advertisers
#3GREAT BRANDS DON’T
INTERRUPT PEOPLE;
THEY INVOLVE THEM

19. #ProjectReconnect • 19We Are Social & The World Federation of Advertisers
MARKETING THAT ACTIVELY INVOLVES
THE AUDIENCE IS MORE ENGAGING

20. #ProjectReconnect • 20We Are Social & The World Federation of Advertisers
EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS
FROM ITS INCLUSIVE MARKETING APPROACH

21. #ProjectReconnect • 21We Are Social & The World Federation of Advertisers
TIP: ACTIVELY INVOLVE YOUR AUDIENCES
IN CO-CREATING A DEMOCRATIC BRAND

22. #ProjectReconnect • 22We Are Social & The World Federation of Advertisers
#4GREAT BRANDS
ENGAGE OUR
EMOTIONS

23. #ProjectReconnect • 23We Are Social & The World Federation of Advertisers
ACTIVITIES THAT RESONATE WITH AUDIENCES’
EXPERIENCES DRIVE GREATER ENGAGEMENT

24. #ProjectReconnect • 24We Are Social & The World Federation of Advertisers
EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS
CREATE A STRONG EMOTIONAL RESPONSE

25. #ProjectReconnect • 25We Are Social & The World Federation of Advertisers
APPEALING TO EMOTIONS DELIVERS MORE
PROFOUND AND ENDURING CONNECTIONS

26. #ProjectReconnect • 26We Are Social & The World Federation of Advertisers
TIP: AIM FOR HEART-
STRINGS, NOT EYEBALLS

27. #ProjectReconnect • 27We Are Social & The World Federation of Advertisers
#5GREAT BRANDS
HELP PEOPLE TO
HELP THEMSELVES

28. #ProjectReconnect • 28We Are Social & The World Federation of Advertisers
USE MARKETING TO HELP PEOPLE ACHIEVE
THEIR GOALS AS WELL AS BRAND GOALS

29. #ProjectReconnect • 29We Are Social & The World Federation of Advertisers
EXAMPLE: AMEX’S OPEN FORUM ENGAGES
PEOPLE THROUGH ADVICE, NOT ADVERTS

30. #ProjectReconnect • 30We Are Social & The World Federation of Advertisers
TIP: DELIVER VALUE IN EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION

31. #ProjectReconnect • 31We Are Social & The World Federation of Advertisers
PARTING
THOUGHT

32. #ProjectReconnect • 32We Are Social & The World Federation of Advertisers
DELIVER ACTIVITIES PEOPLE CARE ABOUT,
AND THEY’LL CARE ABOUT THE BRAND TOO

33. #ProjectReconnect • 33We Are Social & The World Federation of Advertisers
#PROJECTRECONNECT
@WFARECONNECT
SHARE YOUR THOUGHTS:!

34. #ProjectReconnect • 34We Are Social & The World Federation of Advertisers
~ Will Gilroy, World Federation of Advertisers!
“
ABOUT PROJECT RECONNECT!
Project Reconnect is an initiative from
the World Federation of Advertisers to listen
to what people really want from brands and
advertising. We aim to give marketers practical
guidance to help ensure their behaviour is in
tune with what people want and expect.

35. #ProjectReconnect • 35We Are Social & The World Federation of Advertisers
JOIN THE CONVERSATION:
HTTP://WWW.PROJECT-RECONNECT.COM

36. Making Friends & Influencing People • 45We Are Social
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 ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

37. wearesocial.sg • @wearesocialsg • 233We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG