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Branding in the post digital age

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Delivered by Graham Hales, CEO of Interbrand London at Another Marketing Conference 2012 (www.another.uk.com)

Delivered by Graham Hales, CEO of Interbrand London at Another Marketing Conference 2012 (www.another.uk.com)

Published in: Business

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  • 1. Branding in a Post-DigitalWorldGraham Hales, CEO Interbrand London18th October 2012
  • 2. “a brand is a living business asset, brought to life across all touchpoints which, if properly managed, creates identification, differentiation and value.”2 | Another Marketing Conference | October 2012
  • 3. How we think about brands3 | Another Marketing Conference | October 2012
  • 4. Best Global Brands is voted one of the three most influential benchmark studies by global business leaders4 Virgin media transformation roadmap draft, June 2011
  • 5. We believe that brand is a living business asset thatworks as a central organising principleFrom this: To this: Finance Finance HR HR Sales Sales Brand Traditional Brand Business Marketing Strategy communication Business Marketing strategy strategy Strategy Manufacturing/ Manufacturing/ retail operations retail operations Distribution Distribution R&D R&D Your Brand – one vision that Your Brand – an element of drives business performance, your communications culture, experience and strategy attitude5 | Another Marketing Conference | October 2012
  • 6. A strong brand inspires action through allaspects of the brand experience6 | Another Marketing Conference | October 2012
  • 7. PEOPLE AND BEHAVIOURSPRODUCTS AND SERVICES Humanising technologyENVIRONMENTS AND CHANNELS COMMUNICATIONS 7 | Another Marketing Conference | October 2012
  • 8. The brand should be understood and credible withemployees before being communicated externallyBe it First ensure your people understand and believe the brand proposition and its value to the businessDo it Then empower your people to take action, making tangible changes internally or externallySay it Only after that should you start to talk about it externally8 | Another Marketing Conference| October 2012
  • 9. Three degrees of freedom – Businesscreated, Business and Customercreated, Customer created BRAND EXPERIENCE Business & Consumer Brand owner Brand owner The consumer creates: can co-create: creates: DIGITAL TOOLS/10TH JULY 2012 The brand owner’s A shared We can get involved perspective experience and perhaps (owned media) influence, but not control (earned media)9 Another Marketing Conference | October 2012
  • 10. The post-digital world – B&C/B&B10 Another Marketing Conference | October 2012
  • 11. Brand choice in the Post-Digital World Evaluation11 Another Marketing Conference | October 2012
  • 12. Customer Loyalty in a Post-Digital World12 Another Marketing Conference | October 2012
  • 13. The brand management task13 Another Marketing Conference | October 2012
  • 14. The ‘new’ rules of the Post-Digital World 1. Brands still have the power to change the world 2. Brands must have the courage to ‘stick their heads above the trenches’ 3. Inertia is not a strategy 4. Brands must keep their promises 5. The ‘new’ rules aren’t baked in concrete yet 6. Relish the freedom of chaos but brands value and anarchy don’t mix 7. Clarity is vital 8. The pace of brand value creation / destruction has accelerated 9. ‘Everything is in Beta’ 10.Consumers now have the vigilante power they deserve14 | Another Marketing Conference | October 2012
  • 15. Thank youDiscussion and questions?Graham HalesCEO, Interbrand LondonTel: (020) 7554 1169Email: graham.hales@interbrand.comTwitter: @IBLDN @GrahamHales15 | Another Marketing Conference | October 2012