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Why should I love your brand?


                How not
             to create a
       digital presence

       Brand Fes...
About me
 Writer (Honeymoon Trail, Marionettes)
 Stage director (Det Kgl. Teater)
 Writer (The Compleat Talking Machine)
 ...
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 wh...
AdWords
  Three ways to increase the
  value of your on-line brand
         Create a positive experience

         Tell yo...
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%
  So...
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 ...
Three ways to increase the
value of your on-line brand
       Create a positive experience

       Tell your story (the wh...
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...
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
Building A Digital Brand
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Building A Digital Brand

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Published on

Presentation for Brand Digital in Budapest, Hungary, April 2008

Published in: Design, Business, Technology

Transcript of "Building A Digital Brand"

  1. 1. Why should I love your brand? How not to create a digital presence Brand Festival Digital 29 April 2008 Budapest, Hungary
  2. 2. 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)
  3. 3. About me
  4. 4. Shamelessly stolen from
  5. 5. First, a quick question... What is a “budapest”?
  6. 6. http://www.vass-shoes.com/
  7. 7. OK, László... Why should I love your brand?
  8. 8. Three ways to increase the value of your on-line brand Create a positive experience Tell your story (the whole story) Provide exquisite service
  9. 9. 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
  10. 10. Caveat #1 An online concept is what your application can do, not how it looks. Herein lies the experience.
  11. 11. A Awareness I Interest D Desire A Action
  12. 12. Caveat #2 Don’t let your offline brand get in the way of your online concept.
  13. 13. Caveat #3 Innovation is about solving problems. It is not about being new or different.
  14. 14. An observation... The more exclusive the brand, the crappier the site
  15. 15. Caveat #4 Don’t sacrifice content for the sake of form. Build a shared reference.
  16. 16. Back to shoes...
  17. 17. 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
  18. 18. Caveat #5 Don’t confuse online services with online service. Service is a vital part of the brand experience.
  19. 19. What is a service? An intangible event that helps us achieve something.
  20. 20. Why British Airways sucks
  21. 21. BA service touchpoints In the air
  22. 22. BA service touchpoints In the air On the ground
  23. 23. Source: British Airways
  24. 24. Source: Flickr
  25. 25. BA service touchpoints In the air On the ground Through correspondence (e-mail and snail-mail)
  26. 26. BA service touchpoints In the air On the ground Through correspondence (e-mail and snail-mail) In cyberspace
  27. 27. • 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.”
  28. 28. Three ways to increase the value of your on-line brand Create a positive experience Tell your story (the whole story) Provide exquisite service
  29. 29. Customer Experience Management Off-line CEM On-line
  30. 30. Köszi !
  31. 31. 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
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