AnthonyGoldman

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AnthonyGoldman

  1. 1. Anthony Goldman slides
  2. 2. Managing Brand Consistency <ul><li>What digital branding is and how to manage it as part of your overall marketing strategy </li></ul><ul><li>The importance of brand consistency </li></ul><ul><li>Key challenges </li></ul><ul><li>What’s considered successful branding online and how it’s measured </li></ul>
  3. 3. “ The sooner brand owners and managers change their definition of and approach to consistency, the sooner they will profit from increased relevance, differentiation, and influence”. Brand consistency redefined. DDB The Yellow Papers Series
  4. 4. Is consistency in branding becoming any more or less important? Survey of 217 marketers, DDB Sept ‘07
  5. 5. 3 insights from survey of 299 brand leaders on www.brandchannel.com <ul><li>Strict adherence to brand standards creates brands with customer impact, but few companies have been able to secure consistent compliance across their organisations. </li></ul><ul><li>Centrally managed brands are no more influential with customers than decentralised ones. </li></ul><ul><li>Brand practitioners believe consistency is the most important aspect of successful branding, followed by understanding the customer and messaging effectiveness. </li></ul>
  6. 6. Digital Channel Brand Consistency <ul><li>Websites </li></ul><ul><li>Campaign minisites </li></ul><ul><li>Email communication </li></ul><ul><li>Mobile communication </li></ul><ul><li>Online advertising </li></ul><ul><li>Search marketing </li></ul><ul><li>Corporate communications </li></ul><ul><li>E-Commerce </li></ul><ul><li>Online applications </li></ul><ul><li>Widgets </li></ul>
  7. 7. Brand Consistency and Social Media?
  8. 8. How strictly does your company follow branding guidelines online? A: Strictly followed B: Loosely followed C: What brand guidelines?

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