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#ProjectReconnect • 1We Are Social & The World Federation of Advertisers
WHAT MAKES A
GREAT BRAND?SENIOR MARKETERS SHARE T...
#ProjectReconnect • 2We Are Social & The World Federation of Advertisers
#ProjectReconnect • 3We Are Social & The World Federation of Advertisers
We Are Social has been working with the
World Fed...
#ProjectReconnect • 4We Are Social & The World Federation of Advertisers
VIA SOCIAL MEDIA, WE’VE BEEN ASKING TOP
MARKETERS...
#ProjectReconnect • 5We Are Social & The World Federation of Advertisers
DURING OUR DISCUSSIONS, THE SAME FEW
BRANDS HAVE ...
#ProjectReconnect • 6We Are Social & The World Federation of Advertisers
WHAT DO THEY ALL HAVE IN COMMON?
#ProjectReconnect • 7We Are Social & The World Federation of Advertisers
WE’VE IDENTIFIED 5 ELEMENTS THAT
HELP TO MAKE A B...
#ProjectReconnect • 8We Are Social & The World Federation of Advertisers
#1A GREAT BRAND’S VALUE
PROPOSITION EXTENDS
BEYON...
#ProjectReconnect • 9We Are Social & The World Federation of Advertisers
THE BEST BRANDS CHANGE OUR
PERCEPTIONS OF THE WOR...
#ProjectReconnect • 10We Are Social & The World Federation of Advertisers
EXAMPLE: RED BULL CHALLENGES PEOPLE’S
CONCEPT OF...
#ProjectReconnect • 11We Are Social & The World Federation of Advertisers
RED BULL INSPIRES US TO EXPLORE OUR
LIMITS, AND ...
#ProjectReconnect • 12We Are Social & The World Federation of Advertisers
TIP: DON’T DEFINE YOUR BRAND BY WHAT
YOU MAKE, B...
#ProjectReconnect • 13We Are Social & The World Federation of Advertisers
#2GREAT BRANDS AREN’T
JUST DIFFERENTIATED;
THEY ...
#ProjectReconnect • 14We Are Social & The World Federation of Advertisers
MARKETERS LOVE BRANDS
WITH A CONSCIENCE
#ProjectReconnect • 15We Are Social & The World Federation of Advertisers
BRANDS SHOULD OFFER SOMETHING TO
BUY INTO, NOT J...
#ProjectReconnect • 16We Are Social & The World Federation of Advertisers
EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND
PROMISE, ...
#ProjectReconnect • 17We Are Social & The World Federation of Advertisers
TIP: BRING YOUR BRAND’S VALUE TO LIFE BY
BRINGIN...
#ProjectReconnect • 18We Are Social & The World Federation of Advertisers
#3GREAT BRANDS DON’T
INTERRUPT PEOPLE;
THEY INVO...
#ProjectReconnect • 19We Are Social & The World Federation of Advertisers
MARKETING THAT ACTIVELY INVOLVES
THE AUDIENCE IS...
#ProjectReconnect • 20We Are Social & The World Federation of Advertisers
EXAMPLE: MUCH OF NIKE’S SUCCESS STEMS
FROM ITS I...
#ProjectReconnect • 21We Are Social & The World Federation of Advertisers
TIP: ACTIVELY INVOLVE YOUR AUDIENCES
IN CO-CREAT...
#ProjectReconnect • 22We Are Social & The World Federation of Advertisers
#4GREAT BRANDS
ENGAGE OUR
EMOTIONS
#ProjectReconnect • 23We Are Social & The World Federation of Advertisers
ACTIVITIES THAT RESONATE WITH AUDIENCES’
EXPERIE...
#ProjectReconnect • 24We Are Social & The World Federation of Advertisers
EXAMPLE: P&G’S ‘THANK YOU MOM’ FILMS
CREATE A ST...
#ProjectReconnect • 25We Are Social & The World Federation of Advertisers
APPEALING TO EMOTIONS DELIVERS MORE
PROFOUND AND...
#ProjectReconnect • 26We Are Social & The World Federation of Advertisers
TIP: AIM FOR HEART-
STRINGS, NOT EYEBALLS
#ProjectReconnect • 27We Are Social & The World Federation of Advertisers
#5GREAT BRANDS
HELP PEOPLE TO
HELP THEMSELVES
#ProjectReconnect • 28We Are Social & The World Federation of Advertisers
USE MARKETING TO HELP PEOPLE ACHIEVE
THEIR GOALS...
#ProjectReconnect • 29We Are Social & The World Federation of Advertisers
EXAMPLE: AMEX’S OPEN FORUM ENGAGES
PEOPLE THROUG...
#ProjectReconnect • 30We Are Social & The World Federation of Advertisers
TIP: DELIVER VALUE IN EVERY INTERACTION,
NOT JUS...
#ProjectReconnect • 31We Are Social & The World Federation of Advertisers
PARTING
THOUGHT
#ProjectReconnect • 32We Are Social & The World Federation of Advertisers
DELIVER ACTIVITIES PEOPLE CARE ABOUT,
AND THEY’L...
#ProjectReconnect • 33We Are Social & The World Federation of Advertisers
#PROJECTRECONNECT
@WFARECONNECT
SHARE YOUR THOUG...
#ProjectReconnect • 34We Are Social & The World Federation of Advertisers
~ Will Gilroy, World Federation of Advertisers!
...
#ProjectReconnect • 35We Are Social & The World Federation of Advertisers
JOIN THE CONVERSATION:
HTTP://WWW.PROJECT-RECONN...
Making Friends & Influencing People • 45We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LIST...
wearesocial.sg • @wearesocialsg • 233We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOC...
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#ProjectReconnect • 8We Are Social What Makes A Great Brand?

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

Published in: Marketing, Business, Technology
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