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Branded platforms have been the buzzword ever since the success of Nike+. Unfortunately, as is often the case with buzzwords, not many people understand how or why branded platforms work.
Here at Stonewall we’ve done research into these platforms to find the recipe for success and to distill the core essence of theoretic platform building.
Firstly, platforms are built around a brand truth. These brand truths are identified using the general brand positioning. The various brand truths (for example in the case of Nike+ the brand truth identified is that Nikes assist you in running) identified are listed as potential cores for the platform ideas.
The next step is to identify consumer truths out of these brand truths; as consumer truths are the natural extension of the brand truth showing the consumer perception and interest in the brand truth.
Thirdly, platform concepts are then discerned from the consumer truths. These are specifically fleshed out in relation to central universal touch points that can be used in various formats. The central platform concept needs to be standalone with either utility or long term entertainment value. The platform concept should also be of such a nature that it can run independently without any activation or force fed marketing.
Once the platform concept is up and running, it is always helpful to organise decentralized targeted activation points around it. These still need to tie back into the central platform concept but can have specific twists to allow for unique consumer segmented insights for further relevance. Secondary core insights or sub concepts can also be tied into the various activation elements. These are normally relating to CSI or other specific elements.
And there you have it, branded platforms in a few easy steps.
In the last few months quite a few brands have started rolling out brand fan pages with the help of their agencies. Unfortunately it seems that many of these are missing some key elements. So we decided to make an easy list of 6 basic things that shouldn’t be missed on any fan page roll out.
Our creative team went up to Joburg this week to get the experience of the new Lexus IS-F for a new upcoming campaign. This car is a beast. Here’s a clip of our great and industrious Creative Director Andy Ellis giving it a go.
Social Media is a hot topic at the moment and marketers worldwide are clambering to stake a claim in this new gold rush.
Unfortunately, just like in the original gold rush of the 1800’s, the processes used to get to the proverbial good stuff are often crude and primitive. Brands have the potential to do a lot of damage by not following best practices.
There are certain protocols that can make or break the impact this medium has on your brand:
Do’s:
Be interesting: No one wants to engage with something that is boring. If you’re not offering something genuinely useful or entertaining in the social space, you’re simply polluting the stream.
Add value: The simple question here is; will this work even if you don’t have a prize or incentive attached to it? Make sure that whatever your engagement is, it is adding value, even if only as entertainment.
Be honest: Nothing beats honesty. Tell the truth, even when you make mistakes. If you are honest and prepared to take ownership of your mistakes, people will generally be more forgiving than you imagine.
Be human: This may sound obvious, but in the social spaces, people like talking to people; so be a person and respond in a personal, contextual way.
Listen first: Spend time observing your target market. See how they communicate, how they interact, how they share. When jumping in head first, more often than not your brand comes off as pushy or forced.
Don’ts:
Exposure doesn’t equal impact: As tempting as it may be to simply get your brand out there as much as possible, ultimately you’re damaging a medium which could work for you instead of against you.
Don’t broadcast: Social media is not another media channel for you to place your message on.
Don’t buy traffic: Rather invest in brand building and creating an atmosphere which users will find and share organically with their peers. This includes RT and competitions, or any other tactic that isn’t implicitly adding value to the consumer and his or her social footprint.
Don’t think in terms of campaigns: Build sustainable relationships. Campaigns suggest that you will disappear at the end of the campaign, terminating the relationship.
Don’t expect consumers to be your biggest fan from day one: Just like normal relationships, building a rapport with your fans starts with the basics and takes time.
Social media can be a great extension for your brand. The trick is to ensure that you have researched the applications and implications of the different platforms and be sure you are engaging in a way which impresses and adds value to your customers and potential customers.
We started as a simple digital production company in 1997 and have emerged as a dynamic full service digital marketing agency.
As one of South Africa's leading and most established digital marketing agencies, Stonewall+ has built its business on solid marketing principles with a shared vision of creating ground breaking work in a style that is unconventional and fresh.
As an independently owned agency with offices in Johannesburg and Cape Town, our team of 45 is made up of talented individuals with the flair to create the exceptional.
