News

Mumbrella360 video: Rediscovering purpose – why brands need an authentic identity

In the latest of a series we present highlights from the 2015 Mumbrella360 conference.

Mumbrella360 video

In this presentation, Nicola Swankie, head of content strategy at Society, talks about how control and perception of a brand rests in the minds of the public and how brands can establish authenticity and respect in the digital world, in the Mumbrella360 video: Rediscovering purpose – why your brand isn’t the only one having an identity crisis.

Timeline of session:

  • 0:00 Introduction by Nicola Swankie
  • 2:00 Audience breathing exercise
  • 2:41 A story about India and how it can calm your brand crisis
  • 3:00 How Facebook’s Newsfeed has changed us
  • 5:55 Channel “me”, Poplatch society and the gift economy
  • 9:12 Embracing communication methods that reach your market
  • 9:50 New power: Uber doesn’t own taxis; Airbnb doesn’t own real estate
  • 11:00 Reversing the top-down pyramid of influence – the power has shifted
  • 12:24 Russell Brand: reinventing self
  • 13:31 Brands as myths: Faris Yakob and self-branding
  • 16:15 Brand identity isn’t up to brands, it’s formed by public perception
  • 18:00 We buy the product to consume the myth
  • 19:50 It’s time for brands to embrace its shadows – the parts that aren’t showcased.
  • 21:20 When consumers call brands out for  false associations
  • 24:30 You are a brand but what is your purpose?
  • 26:30 Energetic alignment and what it means for your brand
  • 27:35 Brand planning chart using yoga positions
  • 28:05 The four key questions: Guiding Principles (values); Vision & Mission; Your ‘WHY’; Business Model + Goals
  • 30:40 Branding advice from a cab driver
  • 30:35 What are people saying about your brand?
  • 32:20 Putting your “authentically awesome” self on social media
  • 33:40 Nike and Coca-Cola: overcoming negatives – the ‘girl effect’ & ‘me/we’
  • 37:40 Patagonia’s purpose = rise in profit
  • 39:20 How Tom’s shoes created a myth
  • 41:00 Stand for something more than just a brand
  • 43:00 Do things. And tell people

Visit the Mumbrella360 website via this link.

Video edited by 90 Seconds cloud video production

Mumbrella360 takes place between June 7-9. Early-bird tickets are now on sale until April 15, offering savings of up to AU$700.
See sessions announced so far and book your place here
.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing