Building A Digital Brand
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Building A Digital Brand

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Presentation for Brand Digital in Budapest, Hungary, April 2008

Presentation for Brand Digital in Budapest, Hungary, April 2008

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    Building A Digital Brand Building A Digital Brand Presentation Transcript

    • Why should I love your brand? How not to create a digital presence Brand Festival Digital 29 April 2008 Budapest, Hungary
    • About me Writer (Honeymoon Trail, Marionettes) Stage director (Det Kgl. Teater) Writer (The Compleat Talking Machine) Marketer (Bergsøe 3, Cross-Border Comm.) Writer (Practical Information Architecture) Web strategist (E-Reiss, FatDUX) Writer (Web Dogma ’06) Evangelist (IA Institute, EuroIA, IE Madrid)
    • About me
    • Shamelessly stolen from
    • First, a quick question... What is a “budapest”?
    • http://www.vass-shoes.com/
    • OK, László... Why should I love your brand?
    • Three ways to increase the value of your on-line brand Create a positive experience Tell your story (the whole story) Provide exquisite service
    • AdWords Three ways to increase the value of your on-line brand Create a positive experience Tell your story (the whole story) Provide exquisite service Viral Marketin e-mail Communities
    • Caveat #1 An online concept is what your application can do, not how it looks. Herein lies the experience.
    • A Awareness I Interest D Desire A Action
    • Caveat #2 Don’t let your offline brand get in the way of your online concept.
    • Caveat #3 Innovation is about solving problems. It is not about being new or different.
    • An observation... The more exclusive the brand, the crappier the site
    • Caveat #4 Don’t sacrifice content for the sake of form. Build a shared reference.
    • Back to shoes...
    • Relevant statistics Longer text outperformed short text by 40.5% Short-copy ROI = -14% Long-copy ROI = +21% Source: Marketingexperiments.com, 2004 On average, readers scroll 1.3 screenfuls 38% low-experience readers scrolled 46% high-experience readers scrolled Source: Nielsen Norman Group, 2006
    • Caveat #5 Don’t confuse online services with online service. Service is a vital part of the brand experience.
    • What is a service? An intangible event that helps us achieve something.
    • Why British Airways sucks
    • BA service touchpoints In the air
    • BA service touchpoints In the air On the ground
    • Source: British Airways
    • Source: Flickr
    • BA service touchpoints In the air On the ground Through correspondence (e-mail and snail-mail)
    • BA service touchpoints In the air On the ground Through correspondence (e-mail and snail-mail) In cyberspace
    • • No Mac “Apple doesn’t support our technology.” • No AOL “We are IE compatible, the world’s leading browser.” • No dial-up “Your system is outdated.” • 24-hour limit “I don’t make the rules.”
    • Three ways to increase the value of your on-line brand Create a positive experience Tell your story (the whole story) Provide exquisite service
    • Customer Experience Management Off-line CEM On-line
    • Köszi !
    • Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: elreiss info@fatdux.com www.fatdux.com