“ Brand Tools” to Drive Future of Digital Branding Joel R. Johnson/3.24.09 Source. www.brandtags.com © Joel R. Johnson BMW tagged in Brandtags.com

The role of brand used to be to “persuade” you © Joel R. Johnson

… maybe even to tell you who to be © Joel R. Johnson Ad targeted in “Motringate”

It was easy to “persuade” when the funnel was simple and linear Source. Forrester © Joel R. Johnson

We told linear brand stories © Joel R. Johnson The Apple and PC guy

Now, the center is everywhere © Joel R. Johnson

So brands are still here © Joel R. Johnson

But they must be here also… © Joel R. Johnson

And we get to tell brands how we want the conversation to go Mcdonald’s Mommy bloggers © Joel R. Johnson

Because the funnel is more complex Source. Forrester © Joel R. Johnson

Therefore, the new role for brands is to “enable” us… + = © Joel R. Johnson Mcdonald’s Mommy bloggers

While still driving results Online Ad Effectiveness © Joel R. Johnson

Based on ever more complex behaviors © Joel R. Johnson

And more channels Coca-cola crossmedia © Joel R. Johnson

This is brand as “enabler” of everything Citi Mobile © Joel R. Johnson

Enablers of productivity -> choosing and transacting Epson printer widget © Joel R. Johnson

Enablers of community -> connecting and sharing Tide Load’s of Hope social media campaign © Joel R. Johnson

Enablers of understanding -> learning and knowing NBC Universal “Green” crossmedia campaign © Joel R. Johnson

Enablers of culture -> being and transformation Obama campaign © Joel R. Johnson

The new metric is “engagement” Domino’s Pizza-Builder App © Joel R. Johnson

Engagement promises new brand measures Source. Forrester © Joel R. Johnson

From the social “sentiment” of brands for example © Joel R. Johnson Source. Visible Technologies Visualized social sentiment

To Twitter conversations & topics Source. Information Aesthetics Source. Forrester Visualized Twitter conversations

Engagement connects feelings about a brand with real interactions Celebrity Branded Entertainment © Joel R. Johnson

Approach is now more tool-based, call them “Brand Tools” Nike+ Widgets © Joel R. Johnson

Brand Tools have many channels Ads eCRM Utilities Banners Texts Microsites Keywords Branded Content Video eCommerce Websites Email Interactive TV Virtual Worlds Mobile Apps Widgets Social Media Interfaces Rich Internet Apps © Joel R. Johnson

Brand Tools rely on a broader set of insights INSIGHT RESPONSE (to offers) Analytics EMOTION (of consumers) Strategic Planning USABILITY (of tools) Information Architecture © Joel R. Johnson

Emotions still drive brands, but now they also drive behavior Porsche Configurator © Joel R. Johnson

And understanding behavior informs digital brand design Mint.com “PFM” © Joel R. Johnson

While understanding all types of responses helps to drive better transactions The Apple store in Second Life © Joel R. Johnson

The rules for digital branding are shaped by interactions and brand equities Be authentic to the brand Be transparent to users Be open to comment Be flexible to change Be free Be co-creative Be useful to users Be shareable around the web © Joel R. Johnson Skittles brand online is a social app

Be authentic to the brand

Be transparent to users

Be open to comment

Be flexible to change

Be free

Be co-creative

Be useful to users

Be shareable around the web

Customers become collaborators Dell’s Ideastorm Brandtags P&G’s Capessa © Joel R. Johnson

Digital branding’s new funnel in action Source. Forrester © Joel R. Johnson

For better or worse, this is the new reality, but the upside is clear © Joel R. Johnson

Once we weather the storm… © Joel R. Johnson Digital brand may not grow as much as last year Source. Analysts Forecasts Aggregated by Sapient Corp. Sources 2008 2009 2010 Barclays Capital, March 2009 9% 2% 6% Borrell Associates Inc., November 2008 (2) 10.40% 7.20% Citi Investment Research, January 2009 11.80% 4.30% 20% Collins Stewart LLC, November 2008 16% 10% 14% Cowen and Co., January 2009 11% -1% 9% Credit Suisse, February 2009 10.50% 0.10% 10% eMarketer, November 2008 (3) 11.30% 8.90% 10.90% Jefferies & Company, November 2008 (6) 15% 7% 8% JupiterResearch, December 2008 (7) 18.30% 14.80% LiveRail, September 2008 23.40% 19.40% 15.90% Morgan Stanley, October 2008 11.50% 9.70% 13.90% Myers Publishing LLC, March 2009 11.70% 2.90% 2.70% Oppenheimer & Co. Inc., February 2009 10% -2% 13% ThinkPanmure LLC, October 2008 11.60% 3% 14.30% UBS, February 2009 -0.60% -5% 0.90%