Attention Bloggersphere: I’ve just put in an entry for the 2013 SXSW Interactive festival in Austin, Texas with my fellow Regional Planning Director APAC at Iris, Paul Gage @gagey501 and we need your vote. Please click on the link below and vote for us if you find the idea of ‘participation branding’ through the lens of youth culture interesting.
Put your money away Granddad! Building a successful brand with youth comes at a price, but its currency is participation. The rewired brains of tomorrow’s teens will only buy into brands that are cultural from the core and redefine how hey interact with people. This is ‘participation branding’ and it’s how business now needs to think. Participation brands have involvement hardwired into their DNA – from small scale programs to long term platforms. Involving youth in extraordinary content, experiences, conversations and communities will be essential ingredients to move them to produce, play, propagate and play for your products, services and ideas. In this talk we’ll explore the 5 principles of participation branding and also give you a glimpse of what participation branding will look like in the future – by sharing how our global client partner adidas is preparing for the 2020 Olympics.
I’ve just finished reading ‘Baked In’ by John Winsor and Alex Bogusky from one of the world’s best agencies, Crispin Porter + Bogusky. John was kind enough to give me the opportunity to review the book prior to official launch.
What a great read. As many of you know, I write a lot about Generation C – and some of the key dimensions of Gen C are their need for Co-Creation, Collaboration and Control over brand stories. Brands today need to engage their ‘communities’ in all aspects of business and this book brings it to life with some great examples. In a nutshell it’s about the blurring line between product and marketing – the need to ‘bake’ marketing into your product. This book is short, sharp and easy to ready with some great case studies and examples from Crispin clients. It’s the book that keeps on giving as every chapter has a twitter feed associated with it so you can join in a conversation ecosystem that’s created by readers of the book. The guys are practising what they preach when it comes to stimulating conversation within communities.
Baked In by Winsor and Bogusky
I’ve pulled out some of the most interesting statements/points of view in terms of how brands can ‘bake’ marketing into their product innovations and stories:
To be successful a brands story must connect with a LARGER CULTURAL CONVERSATION that’s happening
The MIDDLE IS TO BE AVOIDED by marketers at all times
Every product has a story, the JOB OF MARKETING IS TO MAKE IT SING
CREATIVITY IS LIKE ANTHRAX, extremely potent, hard to distribute, so to ‘weaponise’ it is to find out how to distribute it quickly and widely
Real innovation comes from the POWER OF RANDOMNESS
Culture always wants to change, especially pop culture, WHAT’S THE CULTURAL CONVENTION YOUR BRAND CAN FLIP?
EXPLOITING CULTURAL CONFLICTS and tensions is the key to big ideas, use them as levers to create change (this is where the boys at Crispin continue to set the standard in terms of cracking culturally interesting ideas)
Live your product. service to FIND TRUTHS AND INVERTED TRUTHS
Always allow members of your brands community to take self guided explorations of your brand
Brands built on INTUITION are more likely to be disruptive and adapt to a rapidly changing environment
MINE YOUR BRAND’S HISTORY for interesting stories
Steal from other categories to innovate
Focus on OPEN COLLABORATION
STORIES and the ability to share them are what make us human
Great product names are essential to design – bake in names that mean something in culture eg: MINI, Flip, Red Bull, ipod
If possible, innovate to CREATE AN ABSOLUTE – don’t bother communicating if you are ‘faster’, ‘lighter’…ER’s are meaningless
Thanks John for the chance to review ‘Baked In’ some great stuff here for marketers who are looking to engage people in the new marketing environment.
Hi everyone…my name is Dan Pankraz and I’m a Strategic Planner based in Sydney with a keen interest in the youth space. Here is a recent presentation I put together on Generation C- the connected collective. It’s all about how social media has given rise to a new type of consumer and the implications for marketers trying to connect with this crowd. Check it out