Post by account_disabled on Dec 20, 2023 0:51:57 GMT -5
Fortunately, it wasn't the flu. Contagious organized an inspiring afternoon for marketers, planners and marketing strategists. Whoever appeared there received a decent dose of creative medicine full of insights, strategies and successful executions. If you also want to get infected with a little inspiration, read on. Although the event took place a few weeks ago, this does not affect the content of the report in any way;) image How to infect people with advertising Contagious founder Paul Kemp-Robertson talked about how brands can overcome people's growing immunity to advertising . He selected several principles from a book (The Contagious Commandments: Ten Steps to Brand Bravery) that he co-authored.
He summarized them in C Level Executive List three parts. A strong principle. Brands should have a strong central principle (or mission) that allows them to behave consistently, even if they step out of their original segment . Look at the Patagonia brand, which, thanks to its strong mission, is able to act authentically even outside the field of outdoor clothing. He produces beer or owns a venture capital fund . Be useful to your audience. If you're asking for people's attention with your content, be of value to them. Entertain them, inform them about the news or help them with their current problem. Don't make things up! In other words, focus on existing communities, problems and phenomena and contribute to them with your, ideally branded, little bit . Be alert. Perceive current topics and events. If they align with your mission, use them. If you're interested in a nice activist piece from Coca-Cola, check it out here .
How Nike went to Russia Yevgenij Primachenko (creative campaign director) for Nike and David Pivk (Brand Communication Director Nike) presented a case study on Nike's entry into the Russian market. It was a retrospective of five years of work and several large campaigns. Before the start of the campaign, Nike was more of an outsider. After five years, it is one of the most popular brands in Russia, not only in the sportswear segment. The authors of the campaigns managed to sensitively engage in the conversation and to some extent change the view of what the word athlete means in Russia. Check out the ads for the two campaign chapters. The Box Never Asks ; What are Girls Made of . The fourth communication model Wim Vermeulen (Director, Dentsu Consulting Bruxelles) spoke about the effectiveness of campaigns and presented a communication model according to which effective and naturally distributed communication can be created.
He summarized them in C Level Executive List three parts. A strong principle. Brands should have a strong central principle (or mission) that allows them to behave consistently, even if they step out of their original segment . Look at the Patagonia brand, which, thanks to its strong mission, is able to act authentically even outside the field of outdoor clothing. He produces beer or owns a venture capital fund . Be useful to your audience. If you're asking for people's attention with your content, be of value to them. Entertain them, inform them about the news or help them with their current problem. Don't make things up! In other words, focus on existing communities, problems and phenomena and contribute to them with your, ideally branded, little bit . Be alert. Perceive current topics and events. If they align with your mission, use them. If you're interested in a nice activist piece from Coca-Cola, check it out here .
How Nike went to Russia Yevgenij Primachenko (creative campaign director) for Nike and David Pivk (Brand Communication Director Nike) presented a case study on Nike's entry into the Russian market. It was a retrospective of five years of work and several large campaigns. Before the start of the campaign, Nike was more of an outsider. After five years, it is one of the most popular brands in Russia, not only in the sportswear segment. The authors of the campaigns managed to sensitively engage in the conversation and to some extent change the view of what the word athlete means in Russia. Check out the ads for the two campaign chapters. The Box Never Asks ; What are Girls Made of . The fourth communication model Wim Vermeulen (Director, Dentsu Consulting Bruxelles) spoke about the effectiveness of campaigns and presented a communication model according to which effective and naturally distributed communication can be created.