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1、12Branding at the speed of cultureThis is a condensed version of a presentation held at Valtech RADON in December 2022.At Valtech RADON,we specialize in building strong brands in todays fast and messy culture.In this presentation,we outline how the rules have(and havent)changed and how community and

2、 multi-speed brand-building are keys to success in creating fame in 2023.4Valtech RADONValtech RADON is an award-winning hybrid creative agency working with some of the worlds strongest brands including Pantene,Carlsberg and Interflora.Were part of the global digital transformation agency Valtech.We

3、 help clients break through in a messy,fast-evolving cultural landscape or,as we like to put it:we make brands win in the real world.Valtech RADON5Hybrid creativityTo do this,we apply our methodology of hybrid creativity,where we cross-pollinate minds from many different disciplines and backgrounds

4、and let them work on brand challenges together without Valtech RADON6TodayIntroduction:We have a problem What about the brand?!Why you need to build a brand universe Getting into the speed of culture How to build brand in the fast lane The sweet nectar of performance metrics How to measure the impac

5、t of culture 01 02 03 04 7Branding at the speed of cultureIntroduction8And were pretty sure that you know it already:advertising effectiveness is decreasing,and it has been for the past 15 years.IntroductionWe have a problem9It seems like the advertising industry is still struggling with the fragmen

6、tation of the media landscape and the fact that although people spend more time with commercial media,that time is split across more devices,channels and platforms than ever before.This is something weve known for a long time.In this graph from 2008,theyve overestimated the decline of analogue tv,an

7、d underestimated mobile,but the overall trend was known fifteen years ago.IntroductionA messy landscapeThis ugly graph is from 200810When this fragmentation lessened brands ability to reach mass audiences through broadcasting,advertisers sort of forgot what they set out to do in those channels makin

8、g highly creative brand-building advertising that drives attention,which is necessary for brand growth.Or making advertising for humans,if you will.IntroductionLosing the plot 11The sweet nectar of performance metricsInstead,as an industry,we solely turned to the first thing we saw that digital offe

9、rs:personalization,exact metrics,and,especially,the ability to measure last-click conversion.And this made us start to almost exclusively make ads that were very left-brain ads that will tell you that an SUV has a 7-speed DDCT automatic transmission,but not create an emotional response.And this emot

10、ion,of course,is essential to building long-term brand growth.Introductionperformance marketers12So why cant we just go back?This sad state of affairs makes some advertising gurus say that we need to go back.Back to doing better,emotional,funny campaigns just like we used to do in the 1980s or 1990s

11、.The problem is that we rarely hear how this can be done in a world where most people will come in contact with your brand through the internet and not through traditional media channels.Introduction13Its not that simple,is it But whereas television an increasingly rare experience is like sitting do

12、wn for a meal,focusing on whats in front of us,intrigued by the conversation and the food.the internet,where most of the audience spends their time,is more like going grocery shopping in a really chaotic supermarket.Theres simply a lot going on.IntroductionTV.The internet.14Death by a thousand cutdo

13、wns Instead of getting serious with how you build an emotionally strong connection through digital as a specific medium of its own,were still trying to force it to be something that its not.This is why we keep seeing many brands handling digital brand-building by making cutdowns of their TVC and sla

14、pping on a CTA.Were not saying that this is never the right thing to do,but its not the whole story.No matter how punchy your captions about link in bio are.IntroductionANONYMOUS DIGITAL STRATEGIST15Its time to start thinking about humans againWhat we need to get back to is doing what marketers do b

15、est understanding the people behind the screens.In other words:to build brand in a digital world,we need to start thinking like humans,not machines.But in a way that will move todays humans in the world they live in.Introduction16Letting go of control This means,for example,that we need to be faster

16、 and more ingenious to break through.That we need to interact and let our audience co-create rather than only broadcast.And that we need to let go of control.Introduction17Branding at the speed of cultureBut what about the brand?!18Being distinctive and consistent with how you look and feel has buil

17、t many great brands.Your logo,color,shape,and product features have made sure that youve been remembered.Branding at the speed of cultureIts been about distinctiveness19And together with a consistent brand narrative made for and executed in broad-reach media,weve seen a lot of examples of brands and

18、 their advertising that have made their way into pop culture.Branding at the speed of cultureAnd consistency20With a highly fragmented society and media landscape,the kind of storytelling that used to work isnt working the way it used to.Simply because culture isnt working the way it used to.Brandin

19、g at the speed of cultureAnd it all worked until it didnt any longerNiche communityNiche communityNiche communityNiche community21Brand now emerges from participationBranding at the speed of culture22Branding at the speed of cultureYou can of course still depend on your own story23Branding at the sp

20、eed of culturebut if its not rooted in any cultural reality you end up getting trolled24Every TVC,targeted paid ad,DOOH,etc.needs to be informed by participationwith culture,in communities and on platformsSo.From here on:Branding at the speed of culture25Branding at the speed of cultureOr.Be like th

21、e Wiggles.26Branding at the speed of cultureDont know who they are?Only the biggest kids band of all time.With 12 platinum albums(as many as Queen),the record of sold out Madison Square Garden shows,Between 1991-2012,they performed 333 times/year and made 3x as many albums as the Beatles.27Branding

22、at the speed of cultureIs it the music that has made them big?Probably.But also because theyve been really good at building a universe around them.28Branding at the speed of cultureBrands need to think in universes as wellFor the Wiggles,this means that theyve created little moon rocks orbiting the

23、essence of them as artists.Theyre on Netflix,and YouTube,write books and make toys.But more importantly.They participate in culture.Theyre on Roblox and TikTok,building things with their audience.They show up at Rap concerts and team up with artists like Tame Impala.They travel between all these con

24、texts seamlessly.Because their core idea is elastic enough to fit different platforms and expressions.And together,its also what creates the brand.Its not only their music.But the music and the conversations theyre a part of.29Branding at the speed of cultureHasnt branding always been contextual?But

25、 wait:30With a viscous culture,its also been easy to mimic.Weve been able to tap into it without being too late on the ball.Branding at the speed of cultureYes.But until now,only at one speed.31While weve been focusing on slower mega and macro trends when building brands,culture has become faster an

26、d faster.And more fragmented.Branding at the speed of cultureCulture is everything from megatrends to your latest TikTok dance MegatrendsMacrotrendsMicrotrendsNanotrends32A trend on TikTok might not be what informs your 5-year brand goals,but missing out on the faster bubble-up trends also means you

27、 risk becoming irrelevant within the bigger mainstream trends.Because its all floating together and builds on each other.Branding at the speed of cultureA brand needs to be relevant within all aspects of cultureMegatrendsMacrotrendsMicrotrendsNanotrendsBrand strategyCommunication conceptCampaignsAct

28、ivationsSlow speedFast speed33Branding at the speed of cultureMulti-speedKey to success:34Branding at the speed of cultureGetting into the speed of culture35Getting into the speed of cultureLets explore how to be relevant in culture today,why its created at multi-speed,and how we can make this quick

29、ly evolving landscape work for us rather than against us.36Or at least easier.Back in 2008,the vibe of a given time could be summed up in the mainstream,and encapsulating that,equaled marketing success.This is because,during this time,the mainstream was made up of a series of cultural artefacts crea

30、ted by media gatekeepers with scaled audiences.This meant that culture trickled down,and brands could make their way into the mainstream by creating cultural moments.And thats still true.However,the internet has shifted the logic of how that culture is created.Getting into the speed of cultureIt use

31、d to be easy37Over the past few years,weve seen a surge toward niche communities that operate online.Its a perfect storm:a constant sense of pending doom(think:climate change,cost of living crisis,geopolitical conflict)paired with increasing distrust in social institutions and content fatigue has tu

32、rned people toward smaller online forums clearly evidenced by the fact that Reddit doubled its revenue in 2021,while 77%of Americans say their most important community operates online.This nichefication is then exacerbated by two things.First,the loose ties of digital communities that enable online

33、shapeshifting;second,the low stakes of community participation.Because this landscape is so fragmented,the mainstream is more and more becoming an opaque representation of online activity.The nichefication of online communityNiche communitiesConstant sense of pending doomIncreasing distrust in socia

34、l institutions.Social media fatigue.Reddit doubled its revenue in 2021.77%of Americans say their most important community operates online.Loose ties of digital communities enables online shapeshifting.Low stakes of community participation.Like=youre in.The mainstream is an opaque representation of o

35、nline activity.Nothing is out everything is in.Getting into the speed of culture38This has left us with the phenomenon of bubble-up culture.Meaning that today,culture is created through interactions that take place in niche communities,which then gain traction and bubble up to the top.Once something

36、 has reached the top,that will become the cult of the moment.But,before you know it,its gone again.Because thats the thing about bubbles,right?Once they reach a surface,they pop.Getting into the speed of cultureBubble-up culture.39Which brings on the ephemeral problem everything feels so disappearin

37、g.Weve barely caught on to a trend before its gone.Its completely in line with how subcultures work.Once something reaches the mainstream,its no longer cool-the niche community stops feeding the surface with content.The Ellen DeGeneres show is where memes go to die.But this is also happening at seve

38、ral speeds at once-in different little niche communities,everywhere from TikTok and Pinterest to Discord,which is why theres always some new trend there to take its place.Getting into the speed of cultureEverything feels so disappearing.40Today,91%of people between 18-25s agree there is no such thin

39、g as pop culture or the mainstream anymore.This is because the culture that they experience takes place on their For You page,in Reddit forums,and on Discords-which prompts the realization that their cultural experience takes place in culture bubbles,which are separate from one another.To this audie

40、nce,niche communities and their subcultures have replaced both pop culture and the mainstream.Getting into the speed of cultureHas this killed the mainstream?Horizon Media LLC“The Gen Z Field Guide,a marketers guide for following the niche over the norm.202291%of 18-25s agree there is no such thing

41、as pop culture or the mainstream anymore.41We can no longer interact with people based on the culture that bubbles up to the surface.To be relevant,we need to start interacting directly with niche communities.The audiences we traditionally target are too fragmented and dont have a shared relevance a

42、nymore.More importantly,they are often fraught with internal tensions.Getting into the speed of cultureNiche communities?AudienceNiche communityGamers Gardening Education Fashion Beauty CookingStreetwear x Gamers Mental Health Gardening Scientific Edutainers Coastal Grandma Cursed Cosplayers Apocaly

43、ptic Meal PrepHorizon Media LLC“The Gen Z Field Guide,a marketers guide for following the niche over the norm.202242Getting into the speed of cultureThese internal tensions are clearly portrayed among foragers.Initially thought of as a niche community of its own,a closer look reveals that this audie

44、nce is made up of plenty of niches,ranging from educational,funny and inspirational to lifestyle and romanticization.ForagersAlexis Nikole on TikTokA Clothes Horse on TikTokPRESS TO PLAY VIDEO PRESS TO PLAY VIDEO 43Getting into the speed of cultureNiche communities=interest+passion44Getting into the

45、 speed of cultureNiche communities emerge where interest and passion meet.This process is clearly evidenced by the Sea moss girlies,a hectic new wellness space that denies the pastel pinks and personal brands of the Goop era.United by their interest in skincare and passion for mental health and acce

46、ssibility,the podcast-turned-WhatsApp group is today an app and brand with immense influence over its members.Sea moss girliesSea Moss Girlies on TikTokPRESS TO PLAY VIDEO 45Harnessing the power of community is an incredibly powerful tool for establishing authentic connections and remaining relevant

47、.Getting into the speed of cultureThe power of the niche66%CommunityTikTok users are more likely to purchase from a brand if they can access communities built around it.25%CultureA brands ability to encapsulate culture makes up 25%of consumers purchase decisions.TikTok lecture:“Culture starts on Tik

48、Tok”,202246In 2021,Coca-Cola created the campaign Real Magic in an attempt to attract Gen Z gamers.However,the campaign ended up making industry headlines in a not-so-good way:although it was a hit with the general public,the gaming community found the ad tone-deaf and inauthentic because it portray

49、ed them wrong.By characterizing gaming as conflict-ridden and implying that gamers live disconnected lives,Coca-Cola failed to tap into the nuances of the gaming community.So how can you get it right?Getting into the speed of cultureGetting it wrong can be pretty dangerous47Understanding the nuances

50、 to appropriately leverage niche communities require that we start participating in these communities.That means that we need to embrace having a plurality of conversations with a number of groups at the same time over longer time periods.Getting it right here enhances the probability of riding thes

51、e interactions into the realm of your key demography at large-its easier to spark an emotional response on this level and encapsulate this subculture than to generate an emotional connection on a broader level with a”culture”that more or less doesnt exist.Getting into the speed of cultureCommunity P

52、articipation48Getting into the speed of cultureIts pretty simple.Its finding,understanding,and mimicking the groups of people who can be found within,or in the affinity of,your brand.It can be strategic,like when Ryan Air identified a(rather large)community in the affinity of their brand-people who

53、hate flying with Ryan Air-and managed to make themselves part of the joke,even controlling the narrative,and ultimately establishing a connection.It can also be seemingly random.Duo Lingo struggled to connect with their Gen Z demographic and chose to tap into Extremely Online by creating content at

54、the intersection of pop music-and meme lovers.But how do you know what communities to interact with that are relevant to your brand and objectives?Whats participation?Ryan Air on TikTokDuolingo on TikTokPRESS TO PLAY VIDEO PRESS TO PLAY VIDEO 49Some communities last,and others will form and disinteg

55、rate before they(if ever)hit your radar.So,how do we keep track of them and,more importantly,identify and prioritize which to engage with?Our data-driven strategy identifies what consumers the brand appeals to and what communities they are part of.Then,communities are tracked to unveil trends and pa

56、tterns to use as a basis for interaction and inspiration.Getting into the speed of cultureA data-first approach.Identify&track communitiesUnveil patterns,peak&wave trendsProvide actionable insightsEstablish&track archetypes50Getting into the speed of cultureCommunityParticipationContentCoastal Grand

57、maInteractionInspirationHero productsTraditional brand elementsTalkable storyBrand frontierReaching outReplyingRe-stitchingProactiveReactive51Getting into the speed of cultureWhy is this tool so powerful?52How to winThe brands that embrace participating in and fuelling niche communities,and go beyon

58、d merely building a social presence,are ultimately able to actively build an engaged community of their own.These brands enjoy higher engagement levels from their consumer base,which usually translates into higher conversion rates and loyalty.Getting into the speed of culture53Getting into the speed

59、 of culture75%UGCBrands that get the community-centric approach right usually have up to 75 percent*of brand content UGC.2.4xAuthenticityConsumers are 2.4x more likely to say UGC is more authentic compared to branded content.91%Purchase91%of consumers are more likely to purchase from a brand that fe

60、els authentic.McKinsey”A better way to build a brand:The community flywheel”2022Stackla Bridging the Gap:Consumer&Marketing Perspectives on Content in the Digital Age 2019Kimbarovsky Powerful Branding Lessons From The Worlds Best Brands(That Actually Work For Your Small Business)201854Now,you may wo

61、rk in B2B.No problem.Because business people are humans too,and their purchase decisions are also impacted by their emotions.In fact,studies*have shown that B2B purchase decisions are even more impacted by emotions,especially if they are high stakes.So,if we can manage to act within the niche commun

62、ities in which these decision-makers are active,well be able to establish a connection with them early on.Getting into the speed of cultureBusiness people are humans,too*DeSantis Breindel“The Dangerous Myth of the Rational B2B Buyer”202255It is more challenging than ever to cut through the noise,con

63、nect,and create buzz around a product or brand;therefore,being customer-centric is of utmost importance.By identifying several interesting contexts our audience are active within and inserting products or brands there,we can increase the probability of getting our consumers attention,emphasise relev

64、ant customer end-use cases,and establish an authentic connection.Community participation is one such context that can help achieve that.Getting into the speed of cultureAdding complexity to contextsBrandProductPeople56Measuring the impact of cultureThe sweet nectar of performance metrics57We have al

65、ready shown some proof points that this makes sense.But how do we measure it?Measuring the impact of cultureHow to measure?TikTok Twitch Reddit Sneaker Talk YouTube Twitter Organic AND paid?!58Measuring the impact of cultureTheres some layers to make sense ofNiched communitiesPlatformsStreetwear x G

66、amers Poetic Connectors Scientific Edutainers Abercrombie Core Cursed CosplayersLets take a quick step back to see the different components we have in play.We have different niche communities,multiple platforms-and different activations within the platforms:Organic and Paid.And different metrics dep

67、ending on the platform and type of activation.Which begs the question MetricsReach Taps Opens Article reads Comments Views And the list goes on59Measuring the impact of culturehow can we measure the impact of organic activity within the Seamoss Girlies community and connect it back to actual busines

68、s value?Question60Measuring the impact of cultureWell,thanks to digital,we have a lot of data.61Measuring the impact of cultureSo its a cool,calm ocean of perfectly organised data,right?62Connecting the dots is difficult.It takes expertise and the right tech to unite data across platforms,placements

69、,activities,communities,content,creatives,channels,and categories.And it really takes expertise(and,again,the right tech)to capture different signals and metrics from different platforms,weigh them,value them,and bring them all together to tell a coherent story.Measuring the impact of cultureNo.Its

70、chaos.63Data fragmentation is the enemyWhat makes it even trickier is the significant shifts in the landscape.Google and Meta struggle to become the 1st party data source of truth as cookies crumble.This means that for advertisers,data is becoming increasingly more fragmented across individual platf

71、orms.Measuring the impact of culture64How to measure?That fragmentation of data adds further complexity to how data is retrieved and mapped but also to how that data is used to measure impact.And to actually attribute impact is quite difficult.We need to move into the field of Advanced analytics and

72、 machine learningMeasuring the impact of culture65ROI?We understand that our clients need to measure the ROI of any initiative-whether its reach campaigns,targeted demand generation,or this exciting new frontier of community participation-thats non-negotiable.Measuring the impact of cultureEffort&Ef

73、fect66Evolution of data maturityWe also understand that its a journey.You need to learn to crawl before you can run.Measuring the impact of cultureYou might be hereOr here67Media MetricsAnd at this first level of data maturity you are probably feeding high-level media metrics into a simple dashboard

74、.At Valtech Radon,we can help introduce community participation metrics across digital channels directly into our clients preferred dashboard tools to help them answer questions like:Measuring the impact of culture“In which platform can I discover communities talking about my brand?”“What is the sen

75、timent in conversations about my brand on Reddit today?”“Has my brand already been mentioned in connection to the Coastal Grandma trend?”Media Metrics68Advanced AnalyticsNow were starting to participate,right?We can help you answer questions like:Measuring the impact of culture“Did my brand attract

76、above-average engagement when participating in the Abercrombie Core community?”“Which of my content pillars tends to generate positive engagement with the Sea Moss Girlies community?”“What is the optimal media mix to reach my brands prioritised communities?Advanced Analytics69Sales AttributionAnd no

77、w we can take the next step in our data maturity journey where we connect valuable first-party data into the mix-where we can start to answer questions like:Measuring the impact of culture“Participating in which communities generates the best conversion rates for this particular product category?”“W

78、hat learnings from our participation in the Scientific Edutainers community can be applied to paid media efforts?”“What is the ROI of community participation compared to ATL?”Sales Attribution70Advanced AttributionAnd this is where things get interesting!At this stage,by adding multiple data sources

79、,we can create a holistic view of all your online and offline activities and how they affect each other.At this stage of advanced attribution,we can build prediction models to test different scenarios before even going live.And be able to answer questions like:Measuring the impact of culture“Can I a

80、ttribute the incremental impact of increasing TVC spend alongside community participation in the Poetic Connectors community?”“Can I begin to steer the development of products within a particular category to cater to the interests of the Streetwear/Gamers community?”Advanced Attribution71We are taking our clients on a journey of community participation.We know how to solve attribution challenges t