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“e” Behind Rebranding Strategy
Observation #1


     There is a Myth
is the best tool for branding
Awareness



Engagement
Top 10 websites in HONG KONG
           5 out of 10 are social media / networking sites
       1 YAHOO.COM.HK             ...
Observation #2



High Level of Media Integration
Cross Media
Integration
Digital Integration
Observation #3



Powerful Online Brand
Top 10 websites in HONG KONG
           5 out of 10 are social media / networking sites
       1 YAHOO.COM.HK             ...
Observation #4


Risk or Opportunity?
器量
1.   Listening
2.   Influence
3.   Collaboration
4.   器量
How?
Kenneth Wan
Kenneth.wan@groupm.com
eCMO 2010  Doing Branding digital = stealing money from TV
eCMO 2010  Doing Branding digital = stealing money from TV
eCMO 2010  Doing Branding digital = stealing money from TV
eCMO 2010  Doing Branding digital = stealing money from TV
eCMO 2010  Doing Branding digital = stealing money from TV
eCMO 2010  Doing Branding digital = stealing money from TV
eCMO 2010  Doing Branding digital = stealing money from TV
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eCMO 2010 Doing Branding digital = stealing money from TV

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Mr. Kenneth Wan, Business Director, GroupM Interaction

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Transcript of "eCMO 2010 Doing Branding digital = stealing money from TV"

  1. 1. “e” Behind Rebranding Strategy
  2. 2. Observation #1 There is a Myth is the best tool for branding
  3. 3. Awareness Engagement
  4. 4. Top 10 websites in HONG KONG 5 out of 10 are social media / networking sites 1 YAHOO.COM.HK 3.342Mil 2 FACEBOOK.COM 2.628mil 3 LIVE.COM 2.370mil 4 GOOGLE.COM 2.036mil 5 YOUTUBE.COM 1.880mil 6 DISCUSS.COM.HK 1.600mil 7 UWANTS.COM 1.410mil 8 BLOGGER.COM 1.209mil 9 Baidu.COM 1.167mil 10TVB.com 1.146mil Source: Comscore Mar 2010
  5. 5. Observation #2 High Level of Media Integration
  6. 6. Cross Media Integration
  7. 7. Digital Integration
  8. 8. Observation #3 Powerful Online Brand
  9. 9. Top 10 websites in HONG KONG 5 out of 10 are social media / networking sites 1 YAHOO.COM.HK 3.342Mil 2 FACEBOOK.COM 2.628mil 3 LIVE.COM 2.370mil 4 GOOGLE.COM 2.036mil 5 YOUTUBE.COM 1.880mil 6 DISCUSS.COM.HK 1.600mil 7 UWANTS.COM 1.410mil 8 BLOGGER.COM 1.209mil 9 Baidu.COM 1.167mil 10TVB.com 1.146mil Source: Comscore Mar 2010
  10. 10. Observation #4 Risk or Opportunity?
  11. 11. 器量
  12. 12. 1. Listening 2. Influence 3. Collaboration 4. 器量
  13. 13. How?
  14. 14. Kenneth Wan Kenneth.wan@groupm.com
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