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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Transcript

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