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Ford Lincoln Mercury
       SYNC
WHAT DO BRANDS STAND FOR?
                               User Satisfaction
                               /Loyalty
Perceiv...
Creating A Brand
Create a relationship of understanding and trust.

Trust is established through a symbolic embodiment of ...
Branding Has Changed
• The definition of experiences, associations
  and expectations is different in digital

• Represent...
Now more than ever the brand,
 "branding" and brand equity have
 become increasingly important
 components of culture and ...
The New Way to Gain the
        Consumer Online
• First to own versus first to share
• Provide information can’t get
  any...
Most Critical, Measurement
              It’s changed too!

• Observed click stream behavior
• Key “activities” on adverti...
Alex Hultgren
“Digital Manager”
      SYNC



     Sync
The In-car Technology Market
Awareness and buzz were key to the success of SYNC
Plan Objectives
Increase Favorable Opinon, Consideration
     Establish Brand Awareness &
         and Purchase Intention
...
Strategies
 Engagement
      &
Personalization
Target Audiences
                 The Magic of Digital



    Mass Reach

Laser Targeted
Pre Launch
Early Messaging
Launch
  Mass Awareness
Product Differentiation
Launch
Measuring Success
Sustainment
Blend of Mass Awareness & Targeted Personalization
Sustainment
Personalization! Optimization!
Return…
  Target Audience
 Analytic Goal Driven Standards
                XX
Success Built from Pillar Strength
Positive Response…
  Target Audience
    Building XX
             Momentum
Experience it for yourself!
       Drive One!
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Alex Hultgren Ppt

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Transcript of "Alex Hultgren Ppt"

  1. 1. Ford Lincoln Mercury SYNC
  2. 2. WHAT DO BRANDS STAND FOR? User Satisfaction /Loyalty Perceived Quality Price premium Leadership Perceived value Personality Organization Brand Awareness Market Share Apple Price & Distribution Indices
  3. 3. Creating A Brand Create a relationship of understanding and trust. Trust is established through a symbolic embodiment of all the information connected to the company, product or service. Accomplished via: • A collection of images and ideas • Conveying the essence of the company, product or service • Created by the accumulation of experiences, associations and expectations among products • Explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values, ideas, and even personality
  4. 4. Branding Has Changed • The definition of experiences, associations and expectations is different in digital • Representation of implicit values, ideas and even personality also changed with the digital revolution. • Re-evaluation of logo, fonts, color schemes, symbols and sounds must occur to connect the experiences and the associations with the digital values and personality.
  5. 5. Now more than ever the brand, "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies". [1]
  6. 6. The New Way to Gain the Consumer Online • First to own versus first to share • Provide information can’t get anywhere • Keep me up to date wherever I am • Fame in “knowing” • Fame in “cool”
  7. 7. Most Critical, Measurement It’s changed too! • Observed click stream behavior • Key “activities” on advertisements, content and websites • Search activity • Blogosphere trending • Surveyed qualitative behavior • Sales
  8. 8. Alex Hultgren “Digital Manager” SYNC Sync
  9. 9. The In-car Technology Market Awareness and buzz were key to the success of SYNC
  10. 10. Plan Objectives Increase Favorable Opinon, Consideration Establish Brand Awareness & and Purchase Intention Unique Product Value
  11. 11. Strategies Engagement & Personalization
  12. 12. Target Audiences The Magic of Digital Mass Reach Laser Targeted
  13. 13. Pre Launch Early Messaging
  14. 14. Launch Mass Awareness Product Differentiation
  15. 15. Launch Measuring Success
  16. 16. Sustainment Blend of Mass Awareness & Targeted Personalization
  17. 17. Sustainment Personalization! Optimization!
  18. 18. Return… Target Audience Analytic Goal Driven Standards XX Success Built from Pillar Strength
  19. 19. Positive Response… Target Audience Building XX Momentum
  20. 20. Experience it for yourself! Drive One!
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