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we

are
social

WHAT MAKES A
GREAT BRAND?
SENIOR MARKETERS SHARE THEIR THOUGHTS

We Are Social & The World Federation of Advertisers

#ProjectReconnect 1

We Are Social & The World Federation of Advertisers

#ProjectReconnect 2

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 worlds top marketers. This document
shares some of our initial research findings.

We Are Social & The World Federation of Advertisers

#ProjectReconnect 3

VIA SOCIAL MEDIA, WEVE BEEN ASKING TOP


MARKETERS WHAT DEFINES GREAT BRANDS
We Are Social & The World Federation of Advertisers

#ProjectReconnect 4

DURING OUR DISCUSSIONS, THE SAME FEW


BRANDS HAVE COME UP AGAIN AND AGAIN
We Are Social & The World Federation of Advertisers

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WHAT DO THEY ALL HAVE IN COMMON?

We Are Social & The World Federation of Advertisers

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5!
WEVE IDENTIFIED 5 ELEMENTS THAT
HELP TO MAKE A BRAND GREAT
We Are Social & The World Federation of Advertisers

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#1

A GREAT BRANDS VALUE


PROPOSITION EXTENDS
BEYOND ITS PRODUCTS
We Are Social & The World Federation of Advertisers

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THE BEST BRANDS CHANGE OUR


PERCEPTIONS OF THE WORLD
We Are Social & The World Federation of Advertisers

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EXAMPLE: RED BULL CHALLENGES PEOPLES


CONCEPT OF WHAT IS HUMANLY POSSIBLE
We Are Social & The World Federation of Advertisers

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RED BULL INSPIRES US TO EXPLORE OUR


LIMITS, AND ACHIEVE SOMETHING MORE
We Are Social & The World Federation of Advertisers

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TIP: DONT DEFINE YOUR BRAND BY WHAT


YOU MAKE, BUT BY WHAT YOU MAKE HAPPEN
We Are Social & The World Federation of Advertisers

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#2

GREAT BRANDS ARENT


JUST DIFFERENTIATED;
THEY MAKE A DIFFERENCE
We Are Social & The World Federation of Advertisers

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MARKETERS LOVE BRANDS


WITH A CONSCIENCE
We Are Social & The World Federation of Advertisers

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BRANDS SHOULD OFFER SOMETHING TO


BUY INTO, NOT JUST SOMETHING TO BUY
We Are Social & The World Federation of Advertisers

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EXAMPLE: PEOPLE BUY TOMS FOR ITS BRAND


PROMISE, NOT JUST THE BRANDS PRODUCTS
We Are Social & The World Federation of Advertisers

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TIP: BRING YOUR BRANDS VALUE TO LIFE BY


BRINGING YOUR BRANDS VALUES TO LIFE
We Are Social & The World Federation of Advertisers

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#3

GREAT BRANDS DONT


INTERRUPT PEOPLE;
THEY INVOLVE THEM
We Are Social & The World Federation of Advertisers

#ProjectReconnect 18

MARKETING THAT ACTIVELY INVOLVES


THE AUDIENCE IS MORE ENGAGING
We Are Social & The World Federation of Advertisers

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EXAMPLE: MUCH OF NIKES SUCCESS STEMS


FROM ITS INCLUSIVE MARKETING APPROACH
We Are Social & The World Federation of Advertisers

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TIP: ACTIVELY INVOLVE YOUR AUDIENCES


IN CO-CREATING A DEMOCRATIC BRAND
We Are Social & The World Federation of Advertisers

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#4

GREAT BRANDS
ENGAGE OUR
EMOTIONS
We Are Social & The World Federation of Advertisers

#ProjectReconnect 22

ACTIVITIES THAT RESONATE WITH AUDIENCES


EXPERIENCES DRIVE GREATER ENGAGEMENT
We Are Social & The World Federation of Advertisers

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EXAMPLE: P&GS THANK YOU MOM FILMS


CREATE A STRONG EMOTIONAL RESPONSE
We Are Social & The World Federation of Advertisers

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APPEALING TO EMOTIONS DELIVERS MORE


PROFOUND AND ENDURING CONNECTIONS
We Are Social & The World Federation of Advertisers

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TIP: AIM FOR HEARTSTRINGS, NOT EYEBALLS


We Are Social & The World Federation of Advertisers

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#5

GREAT BRANDS
HELP PEOPLE TO
HELP THEMSELVES
We Are Social & The World Federation of Advertisers

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USE MARKETING TO HELP PEOPLE ACHIEVE


THEIR GOALS AS WELL AS BRAND GOALS
We Are Social & The World Federation of Advertisers

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EXAMPLE: AMEXS OPEN FORUM ENGAGES


PEOPLE THROUGH ADVICE, NOT ADVERTS
We Are Social & The World Federation of Advertisers

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TIP: DELIVER VALUE IN EVERY INTERACTION,


NOT JUST THROUGH EVERY TRANSACTION
We Are Social & The World Federation of Advertisers

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PARTING
THOUGHT
We Are Social & The World Federation of Advertisers

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DELIVER ACTIVITIES PEOPLE CARE ABOUT,


AND THEYLL CARE ABOUT THE BRAND TOO
We Are Social & The World Federation of Advertisers

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SHARE YOUR THOUGHTS:!

#PROJECTRECONNECT
@WFARECONNECT
We Are Social & The World Federation of Advertisers

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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.
~ Will Gilroy, World Federation of Advertisers!

We Are Social & The World Federation of Advertisers

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JOIN THE CONVERSATION:


HTTP://WWW.PROJECT-RECONNECT.COM
We Are Social & The World Federation of Advertisers

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WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.


WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WERE ALREADY HELPING MANY OF THE WORLDS
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTL, HEINZ, AND LVMH.
IF YOUD 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.

We Are Social

Making Friends & Influencing People 45

WE ARE SOCIAL SINGAPORE


SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

We Are Social

wearesocial.sg @wearesocialsg 233