eCMO Conference 2013 - Time Flies! Branding Won't

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Mr. Kenneth Wan
Co-Founder & Director, The Bread Digital
Speech topic: Time Changed! Branding Won't

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eCMO Conference 2013 - Time Flies! Branding Won't

  1. 1. Kenneth Wan from The Bread Digital
  2. 2. Thinks“Brands become irrelevant in the age of social”
  3. 3. Consumer Decision Journey
  4. 4. Consumer Decision JourneyNowadaysTVPrintOOHOnline DisplaySocialSearchSocialPeersReviewMobilePOSSocialSocial
  5. 5. Narrow the Gap betweenBIG & small players
  6. 6. Social media / Digitalis an Magnifying GlassFor Both Good & Bad
  7. 7. Do we need to quantified everythingin digital space? Including Branding?
  8. 8. What does a “LIKE” mean for brand?
  9. 9. Strong Branding gets paid offespecially in bad times
  10. 10. Red Bull Media House
  11. 11. THANK YOUKenneth WanE: kenneth.wan@thebreaddigital.comT: 3998 4808: wankinkin: wankinkin: wankinkin: wankinkin: wankinkin: 溫堅堅: Kenneth Wan
  12. 12. Branding is not what brand deliver but it is solely theperception of consumerBranding becomes more transparent… it is not justimage. With digital, brand becomes verytransaparent… product, services, after sales serviceshopping experience all countsNarrow the gap between big & small brandDigital is not magic solutionsIn digital age, why everything needs to be quantified?Why all brands nowadays want to be friendly &engaging? Why brands are asking for likes?
  13. 13. Douglas Rushkoffthinks branding is irrelevant in the age of the socialnetworkSocial is the exchange of facts / information / valuesamong people. Not brands
  14. 14. Branding in Digital AgeBrands is not building in social networkInstead social network is a boostersIt boosts what the brands are ? Better or Worse

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