Mumbrella360 video: How to address the chasm between brands and real people
In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.
Ben Shipley, digital practice lead, Asia Pacific – H+K Strategies, discusses the growing chasm between brands and people – what is causing it and how can brands cut through and connect to the market, using multiple brand case studies.
Timeline
- 0:00 Introduction
- 1:21 What is causing it this chasm and how can brands cut through it to connect with the market
- 4:00 How to start to reevaluate the way you talk to market when the usual isn’t working
- 5:30 Time and technology vs the consumer experience and expectation
- 6:44 You can’t ignore the fact the gap is growing – is content a bridge?
- 7:30 You need a brand evangelist
- 8:30 How to put the stories inside your business outside your business
- 10:00 Develop your audience
- 11:20 Build awkward alliances – how it works
- 14:00 Translating the content and transferring knowledge
- 15:15 Illegal Market Catalogue: a case study
- 17:45 The Bull’s Eye View (Target)
- 18:50 Why you need a daily presence
- 19:30 Market preference and interest
- 20:50 Leveraging infrastructure: German town uses annual neo Nazi parade against itself (case study)
- 23:31 Bao Bei Hui Jia wi-fi campaign
- 24:20 Mortein and Louie the Fly: a brand without the master brand
- 26:35 Woolworths Fresh in our Memories: embrace fear, don’t ignore common sense
- 27:00 Helsinki’s Physical Cookie: bringing consumers back to stores
- 28:00 GE’s jet engine market: small markets need love too
- 34:00 Develop your audience and measure everything
- 35:00 Audience questions
- 39:53 Presentation concludes
Mumbrella360 takes place between June 7-9. Early-bird tickets are on sale until April 15, offering savings of up to $700.