THE FUTURE
OF
YOUR BRAND
IS
AROUND YOU.
WHAT IS A BRAND?
COLLECTIVELY, WHAT PEOPLE
SAY, FEEL & THINK ABOUT
YOUR PRODUCT, SERVICE OR
COMPANY
(...
ASK YOURSELF
THIS:
HOW MANY
FANS
DOES YOUR
BRAND HAVE?
HOW
CAN
BRANDS
HAVE
FANS?
DELIVER VALUE
THROUGH MARKETING
& MAKE PEOPLES’ LIVES
BETTER
(* SOURCE: PAUL ISAKSON *)
BUILD THE MARKETING
INTO THE PRODUCT &
MAKE THE PRODUCT
SO GREAT, PEOPLE
CAN’T HELP BUT TALK
ABOUT IT.
(* S...
THE PRODUCT IS THE
MARKETING
(* SOURCE: PAUL ISAKSON *)
UNFORTUNATELY, NOT
ALL PRODUCTS ARE
COOL LIKE THAT...
$
ADD VALUE
THRU CONTENT
CONTENT IS THE NEW
CURRENCY
(* SOURCE: PAUL ISAKSON *)
POOL POOL
COMPANY
IS HERE IS HER...
OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
...
NEW MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
...
HOW DID
WE CREATE
THIS KIND OF
MARKETING?
UNCOVER
RICH
CONSUMER
INSIGHTS
“Great work comes from insight, and we have
always worked from insight. … We have a
vision of ourselves becoming the lead ...
HOW DO
WE UNCOVER
THESE
INSIGHTS?
IDENTIFY THE
COMMUNITY
LEADERS...
OBSERVE
+
LISTEN
RESEARCH & INSIGHTS
+
COMMUNITY & CONTENT
+
CONVERSATION & COLLABORATION
=
...
THE
END
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POOL 2009

POOL is a creative collective.
Published on: Mar 4, 2016
Published in: Education      
Source: www.slideshare.net


Transcripts - POOL 2009

  • 1. THE FUTURE OF YOUR BRAND IS AROUND YOU.
  • 2. WHAT IS A BRAND? COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY (* SOURCE: PAUL ISAKSON *)
  • 3. ASK YOURSELF THIS: HOW MANY FANS DOES YOUR BRAND HAVE?
  • 4. HOW CAN BRANDS HAVE FANS?
  • 5. DELIVER VALUE THROUGH MARKETING & MAKE PEOPLES’ LIVES BETTER (* SOURCE: PAUL ISAKSON *)
  • 6. BUILD THE MARKETING INTO THE PRODUCT & MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT. (* SOURCE: PAUL ISAKSON *)
  • 7. THE PRODUCT IS THE MARKETING (* SOURCE: PAUL ISAKSON *)
  • 8. UNFORTUNATELY, NOT ALL PRODUCTS ARE COOL LIKE THAT...
  • 9. $ ADD VALUE THRU CONTENT CONTENT IS THE NEW CURRENCY (* SOURCE: PAUL ISAKSON *)
  • 10. POOL POOL COMPANY IS HERE IS HERE CONTENT CONVERSATION BETTER BRANDS AGENCY CONSUMERS COMMUNITY POOL IS HERE
  • 11. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING (* SOURCE: PAUL ISAKSON *) CONSUMER
  • 12. NEW MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING (* SOURCE: PAUL ISAKSON *) CONSUMER
  • 13. HOW DID WE CREATE THIS KIND OF MARKETING?
  • 14. UNCOVER RICH CONSUMER INSIGHTS
  • 15. “Great work comes from insight, and we have always worked from insight. … We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. We’d like to pride ourselves on the ability to capitalize on them.” Laura Lang CEO Digitas USA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125670
  • 16. HOW DO WE UNCOVER THESE INSIGHTS?
  • 17. IDENTIFY THE COMMUNITY LEADERS...
  • 18. OBSERVE + LISTEN
  • 19. RESEARCH & INSIGHTS + COMMUNITY & CONTENT + CONVERSATION & COLLABORATION = BRAND INNOVATION
  • 20. THE END