It’s a real truth today:                           you can’t make the first                         impression a second ti...
How the Internet changed  brands and branding                 Sergei E.Mitrofanov for iLive conference                    ...
BRANDFLIGHTEXPERIENCE                        @SEMitrofanov
Branding is                                         management of                                    perception in peoples...
Some people think they know how to      build brands. And even more – they      think they are skilled to control      the...
Obsessing about the                                       past draws focus                                       away from...
If we don’t use internet,                  it will exploit us...@SEMitrofanov-//-Riga,-#iLive2012
BRANDFLIGHT              @SEMitrofanov
BRANDFLIGHT              @SEMitrofanov
A wealth of information leads     to a dearth of attention@SEMitrofanov-//-Riga,-#iLive2012
OUT OF CONTROL #1           • Today a distance               between Love               and Hate               is just    ...
@SEMitrofanov-//-Riga,-#iLive2012
@SEMitrofanov-//-Riga,-#iLive2012
OUT OF CONTROL #2              Response                  VS               Silence@SEMitrofanov-//-Riga,-#iLive2012
Alert on glass in                        Baby Food...@SEMitrofanov-//-Riga,-#iLive2012
@SEMitrofanov-//-Riga,-#iLive2012
@SEMitrofanov-//-Riga,-#iLive2012
OUT OF CONTROL #4           •   The Internet               will never               forget@SEMitrofanov-//-Riga,-#iLive2012
@SEMitrofanov-//-Riga,-#iLive2012
Its easy today to go                ON-line with any of your              ideas or businesses, but it is               sti...
LOYALTY!?                                      BRAND?                                     PEOPLE?@SEMitrofanov-//-Riga,-#i...
RELATIONSHIPBRAND       Relationship Brands               Relationship Brand Heroes •Introduced by INTERNET •Connectivity ...
THE FRIENDSHIP@SEMitrofanov-//-Riga,-#iLive2012
THE FRIENDSHIP           • Sharing Values@SEMitrofanov-//-Riga,-#iLive2012
THE FRIENDSHIP           • Sharing Values           • Surprise!@SEMitrofanov-//-Riga,-#iLive2012
THE FRIENDSHIP           • Sharing Values           • Surprise!           • Doing things together…for a             common...
THE FRIENDSHIP           • Sharing Values           • Surprise!           • Doing things together…for a             common...
plsCHALLENGEME...                  SERGEY E.MITROFANOV                  Senior Brand Strategist                  BRANDFLIG...
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02 sergey

  1. 1. It’s a real truth today: you can’t make the first impression a second time@SEMitrofanov-//-Riga,-#iLive2012
  2. 2. How the Internet changed brands and branding Sergei E.Mitrofanov for iLive conference Riga; May 22d, 2012@SEMitrofanov-//-Riga,-#iLive2012 BRANDFLIGHT
  3. 3. BRANDFLIGHTEXPERIENCE @SEMitrofanov
  4. 4. Branding is management of perception in peoples minds by making and keeping promises@SEMitrofanov-//-Riga,-#iLive2012
  5. 5. Some people think they know how to build brands. And even more – they think they are skilled to control them.@SEMitrofanov-//-Riga,-#iLive2012
  6. 6. Obsessing about the past draws focus away from future opportunities.@SEMitrofanov-//-Riga,-#iLive2012 BRANDFLIGHT
  7. 7. If we don’t use internet, it will exploit us...@SEMitrofanov-//-Riga,-#iLive2012
  8. 8. BRANDFLIGHT @SEMitrofanov
  9. 9. BRANDFLIGHT @SEMitrofanov
  10. 10. A wealth of information leads to a dearth of attention@SEMitrofanov-//-Riga,-#iLive2012
  11. 11. OUT OF CONTROL #1 • Today a distance between Love and Hate is just one touch!@SEMitrofanov-//-Riga,-#iLive2012
  12. 12. @SEMitrofanov-//-Riga,-#iLive2012
  13. 13. @SEMitrofanov-//-Riga,-#iLive2012
  14. 14. OUT OF CONTROL #2 Response VS Silence@SEMitrofanov-//-Riga,-#iLive2012
  15. 15. Alert on glass in Baby Food...@SEMitrofanov-//-Riga,-#iLive2012
  16. 16. @SEMitrofanov-//-Riga,-#iLive2012
  17. 17. @SEMitrofanov-//-Riga,-#iLive2012
  18. 18. OUT OF CONTROL #4 • The Internet will never forget@SEMitrofanov-//-Riga,-#iLive2012
  19. 19. @SEMitrofanov-//-Riga,-#iLive2012
  20. 20. Its easy today to go ON-line with any of your ideas or businesses, but it is still hard not to get lost in OFF-line world@SEMitrofanov-//-Riga,-#iLive2012
  21. 21. LOYALTY!? BRAND? PEOPLE?@SEMitrofanov-//-Riga,-#iLive2012
  22. 22. RELATIONSHIPBRAND Relationship Brands Relationship Brand Heroes •Introduced by INTERNET •Connectivity focused •Faster to build compared with equally valued transaction brands (5 —15 years) •Easier to extend into new categories •Less traditional media marketing instead web, events, sponsoring, co- branding •Constant flow of small innovations involving customers (type beta- testing) •Loyalty is a state of mind •Story telling, dream selling, refreshing narrative important •Relationship branding creates opportunities
  23. 23. THE FRIENDSHIP@SEMitrofanov-//-Riga,-#iLive2012
  24. 24. THE FRIENDSHIP • Sharing Values@SEMitrofanov-//-Riga,-#iLive2012
  25. 25. THE FRIENDSHIP • Sharing Values • Surprise!@SEMitrofanov-//-Riga,-#iLive2012
  26. 26. THE FRIENDSHIP • Sharing Values • Surprise! • Doing things together…for a common cause@SEMitrofanov-//-Riga,-#iLive2012
  27. 27. THE FRIENDSHIP • Sharing Values • Surprise! • Doing things together…for a common cause = Creating loyalty@SEMitrofanov-//-Riga,-#iLive2012
  28. 28. plsCHALLENGEME... SERGEY E.MITROFANOV Senior Brand Strategist BRANDFLIGHT International Sergei.Mitrofanov@brandflight.com +7 903 7243295 www.brandflight.com www.medinge.org @SEMitrofanov SEMitrofanov Sergei.Mitrofanov

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