Branded Platforms

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.

Andy’s Lexus IS-F Experience

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.

Breakfast session with Chris Colborn from R/GA New York

On Tuesday, the Cape Town Stonewall+ team had the opportunity of meeting with Chris Colborn, Chief Experience Officer at R/GA, who was in South Africa to judge the entries of The Bookmarks 2009, an initiative founded by the OPA to award outstanding digital work in South Africa.

During his session he presented insights on two very significant and well-known campaigns produced by R/GA, NIKEiD and NIKE+. He talked about how these were built to be scalable engagement platforms that enhanced the digital brand experience for Nike customers. He also discussed R/GA’s theories on bought, owned and earned media using brand platforms as well as looking at branding in the digital space using signifiers & behaviours and ultimately blending user experience with e-commerce.

It was extremely insightful for the Stonewall+ team and a very active Q&A followed afterwards, which delved into, innovation in an agency, approaches to campaign measurement, an info session on RGA University, R/GA’s expansion into Singapore & Sao Paulo and Agency dynamics.

A big thanks to Chris for his time and sharings, hope you enjoyed your stay in South Africa!