The document discusses how brands should approach digital marketing and relationships with customers. It argues that digital is no longer just a new media but is now an integral part of people's lives. Effective "bra(i)nding" leverages digital evolution in culture and technology to create relationships that fulfill people's needs for more enjoyment and less pain. Brands must acknowledge how digital has changed people and embrace being digital themselves by focusing on conversations, participation and social networks rather than one-way advertising.

1. What the fuck is
bra(i)nding?
Damon CREPIN-BURR
October 15, 2011 @ Upload Lisbon
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2. The future of the
relationship between
brands and people
is NOT advertising
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3. 3 facebook.com/damoncrepinburr

4. ...and it's not facebook
(sorry)
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5. Did you ever
wonder why digital
is so addictive?
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6. Cookies
&
Laundry
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7. More enjoyment
&
Less pain
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8. Human nature
drives digital evolution
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9. People use more digital
Artificial Intelligence
Digital matches human intelligence
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
Mass Interaction
AR
E
Digital is part of our identity
H
ER
E
Mass Media
Digital influences behavior
Internet
Digital is born
Technologies evolves exponentially faster
9 facebook.com/damoncrepinburr

10. People use more digital
Artificial Intelligence
Digital matches human intelligence
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
Mass Interaction
AR
E
Digital is part of our identity
H
ER
E
Mass Media
Digital influences behavior
Internet
Digital is born
Technologies evolves exponentially faster
10 facebook.com/damoncrepinburr

11. People use more digital
Artificial Intelligence
Digital matches human intelligence
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
Mass Interaction
AR
E
Digital is part of our identity
H
ER
E
Mass Media
Digital influences behavior
Internet
Digital is born
Technologies evolves exponentially faster
11 facebook.com/damoncrepinburr

12. People use more digital
Artificial Intelligence
Digital matches human intelligence
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
Mass Interaction
AR
E
Digital is part of our identity
H
ER
E
Mass Media
Digital influences behavior
Internet
Digital is born
Technologies evolves exponentially faster
12 facebook.com/damoncrepinburr

13. People use more digital
Artificial Intelligence
Digital matches human intelligence
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
Mass Interaction
AR
E
Digital is part of our identity
H
ER
E
Mass Media
Digital influences behavior
Internet
Digital is born
Technologies evolves exponentially faster
13 facebook.com/damoncrepinburr

14. People use more digital
Artificial Intelligence
Digital matches human intelligence
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
Mass Interaction
AR
E
Digital is part of our identity
H
ER
E
Mass Media
Digital influences behavior
Internet
Digital is born
Technologies evolves exponentially faster
14 facebook.com/damoncrepinburr

15. People use more digital
Artificial Intelligence
Digital matches human intelligence
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
Mass Interaction
AR
E
Digital is part of our identity
H
ER
E
Mass Media
Digital influences behavior
Internet
Digital is born
Technologies evolves exponentially faster
15 facebook.com/damoncrepinburr

16. People use more digital
Artificial Intelligence
Digital matches human intelligence
Human Enhancement
Digital is embedded in our own body
Augmented Reality
Digital is changing our physical environment
Social Networks
Digital revolutionizes of our social life
YO
U
Mass Interaction
AR
E
Digital is part of our identity
H
ER
E
Mass Media
Digital influences behavior
Internet
Digital is born
Technologies evolves exponentially faster
16 facebook.com/damoncrepinburr

17. People
have
changed
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18. What's the impact
for brands?
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19. Brands need
to acknowledge
that digital is not
a new media:
It's part of who we are
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20. And it should be part
of who they are too…
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21. DOING BEING
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22. Communication strategy Conversation planning
Consumer Relationship Management Vendor Relationship Management
Reach: Impression Engagement: Expression
Content Context
Sticky Spreadable
Integrated campaign Brand attitude
Advertising
DOING BEING Service
Competition Self improvement
Planing Experimenting
Marketing and Communication teams Everybody's job
Hiring Training
Brand markets to consumers (top-down) Brand advocates market to friends (peer to peer)
Interactivity (if any) predefined Participation
Unified consumer experience Diversified experience
Target is individual users Develop social networks
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23. Bra(i)nding
Leveraging digital evolution
(culture & technology)
to create a brand relationship
that fullfils people's primal needs
(more enjoyment & less pain)
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24. Game Dynamics
= More Enjoyment
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25. Game Dynamics
= More Enjoyment
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32. Human Enhancement
= Less Pain
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33. Be digital.
It's not another fuc
king media…
Bra(i)nding
Leveraging digital evolution
(culture & technology)
to create a brand relationship
that fullfils people's primal needs
(more enjoyment & less pain)
Give a shit a bout people.
33 Do things t hat matters! facebook.com/damoncrepinburr

34. Thank You!
Questions? Reactions? Insults?
My wall is open: facebook.com/damoncrepinburr
Like the slides?
Go ahead, still 'em: slideshare.net/damoncb
34 facebook.com/damoncrepinburr