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Branding in the digital age
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Branding in the digital age

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Presentation about branding in the digital age and the role services, content and media can play in this process. …

Presentation about branding in the digital age and the role services, content and media can play in this process.

For the KPN / Avans seminar

Published in: Technology, Business

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  • 1. I missed the golden age of advertising...
  • 2. ...and the internet bubble
  • 3. The advertising and internet age are dead (Lucky me!)
  • 4. Long live the digital age
  • 5. I’m not going to tell you about the upcoming hypes and trends
  • 6. I’m not going to tell you that there are more the 58.000 tweets every minute
  • 7. Or that Youtube streams more the 2 billion videos each day
  • 8. I’m not even going to tell you about social gaming and the 1 billion dollar industry it represents
  • 9. I’m here to talk about branding
  • 10. Branding in the digital age
  • 11. What is a brand?
  • 12. Your brand isn’t your logo
  • 13. Your brand isn’t your flagship store
  • 14. Your brand isn’t your product
  • 15. Your brand isn’t your website
  • 16. You don’t own your brand
  • 17. a brand is a person’s gut feeling about a product, service or organization
  • 18. Thoughts, feelings, desires and Memories
  • 19. It’s not what you say it is
  • 20. It’s what they say it is
  • 21. They make and brake brands
  • 22. Branding is using marketing to influence peoples’ attitudes towards and perceptions of the brand
  • 23. Brand loyalty is earned over time through consistent positive experiences and engagements with a product, service or company
  • 24. What effect has the ‘digital age’ on branding?
  • 25. What is this digital age?
  • 26. The digital age isn’t just online
  • 27. sorry Steve The digital age isn’t just technology
  • 28. TV isn’t dead in the digital age
  • 29. Viral marketing isn’t easy
  • 30. and social media isn’t the holy grail
  • 31. in fact...
  • 32. “Social media is like teen sex. Everybody wants to do it. Nobody knows how. When it’s finally done there is surprise. It’s not better.” Avinash Kaushik - Analytics Evangelist, Google in fact...
  • 33. The digital age is a result of ongoing digital innovations
  • 34. It’s about the effects of that technology.
  • 35. Effect on the way people communicate, shop, use information, live and so on.
  • 36. The digital age is the age of transparency, social interaction, authenticity, dialogue, real-time, content, connections, participation, engagement, openness, added value, relevance, storytelling and listening.
  • 37. Branding is still about using marketing to influence peoples’ attitudes towards and perceptions of the brand
  • 38. Brand loyalty is still earned over time through consistent positive experiences and engagements with a product, service or company
  • 39. The playing field just changed.
  • 40. from Controlled Organized Medium focussed Product-driven Monologue
  • 41. to... Transparent Authentic Medium independent Vibrant People-driven Dialogue
  • 42. It’s not about reaching 1.000.000 in order to sell to 100
  • 43. It’s about reaching 10 people that reach 100 people that reach 1000 people that...
  • 44. The two most important questions a brand in the digital age should ask itself.
  • 45. 1. How can we create positive experiences?
  • 46. 2. How can we engage with our audience?
  • 47. Time for some examples
  • 48. What if... we would like to sell some running shoes
  • 49. COOL SHOES RIGHT?!
  • 50. “We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go” Stefan Olander, Global director of brand connections at Nike
  • 51. Why do people buy our products?
  • 52. Why do people buy our products? Running.
  • 53. And what do they do when they are running?
  • 54. And what do they do when they are running? Listen to music.
  • 55. 117.697 runners joined the Human Race Runing 1.291.084 kilometers collectively 32 times around the earth
  • 56. service - tracking - challenges /goals - compete / compare
  • 57. service - tracking - challenges /goals - compete / compare content - audio/video workouts - original music - voice prompts - customized workouts
  • 58. service - tracking - challenges /goals - compete / compare media content - forums - audio/video workouts - sharing (twitter / facebook) - original music - advertorials - voice prompts - customized workouts
  • 59. product service - ipod - tracking - footwear - challenges /goals - apparel - compete / compare - accessories media content - forums - audio/video workouts - sharing (twitter / facebook) - original music - advertorials - voice prompts - customized workouts
  • 60. Increased market share in the US. From 48% in 2006 to 61% today Matt Powell, SportsOneSource analyst
  • 61. OK! Another one.
  • 62. Antwerp Zoo
  • 63. Antwerp Zoo Challenge: How to create 200.000 extra visitors (+18%)
  • 64. Antwerp Zoo
  • 65. What did we see?
  • 66. omschrijving klik 2x
  • 67. omschrijving klik 2x
  • 68. omschrijving klik 2x
  • 69. omschrijving klik 2x
  • 70. service - Live birth broadcast - Mobile update service - Platform omschrijving klik 2x
  • 71. service - Live birth broadcast - Mobile update service - Platform content - photo’s/video’s/stories - animal fosters - games omschrijving klik 2x
  • 72. service - Live birth broadcast - Mobile update service - Platform media - forums - photo/video sharing - weblogs - social networks content - photo’s/video’s/stories - print - animal fosters - guerilla - games omschrijving klik 2x
  • 73. product service - tickets - Live birth broadcast - specials - Mobile update service - merchandise - Platform media - forums - photo/video sharing - weblogs - social networks content - photo’s/video’s/stories - print - animal fosters - guerilla - games omschrijving klik 2x
  • 74. 300.000 more visitors in 2009 (200.000 paying) compared to 2008. 165.000 visitors within one month after birth.
  • 75. 559.824 Belgians follow the birth live via the internet. (that’s 20% of the population). With a media budget of €50.000 they created €3.000.000 worth of media value.
  • 76. Ingàh-Thà’ Emmen 196 Kai-Mook Antwerp 210.000
  • 77. Inspiration! But where do I start?
  • 78. doing is understanding
  • 79. How social are you? Who has a account?
  • 80. How social are you? Who has a profile on . or
  • 81. How social are you? Have you ever shared content online? or
  • 82. How social are you? Did you ever use twitter?
  • 83. How social are you? Last.fm .....anyone?
  • 84. If you said no to any of these questions you have homework.
  • 85. Open an account and try, try, try.
  • 86. Experience the rules of the medium.
  • 87. Never say “that isn’t going to happen”.
  • 88. 87 million players
  • 89. Listen, observe & try to understand your customers.
  • 90. Use the tools “they” use to spy on “yourself” alerts
  • 91. Remember. Everything your brand does will become transparent.
  • 92. And don’t be afraid to talk back.
  • 93. It’s about reaching 1 person that reach 2.061 persons that reach 259.686 persons that...
  • 94. How can we create positive experiences and how can we engage?
  • 95. product service How can we create positive experiences and how can we engage? media content
  • 96. How can we create positive experiences and how can we engage?
  • 97. product - knowledge - accountant services How can we create positive experiences and how can we engage?
  • 98. product service - knowledge - financial update - accountant services - helpdesk - charming CEO How can we create positive experiences and how can we engage?
  • 99. product service - knowledge - financial update - accountant services - helpdesk - charming CEO How can we create positive experiences and how can we engage? content - articles - links - video explanations
  • 100. product service - knowledge - financial update - accountant services - helpdesk - charming CEO How can we create positive experiences and how can we engage? media content - twitter - articles - blog - links - youtube - video explanations
  • 101. Nothing is boring.
  • 102. You just have to make it relevant for the user.
  • 103. Whether you use to share knowledge, your passion as an entrepeneur or to awnser enraged customers
  • 104. Or / to connect with millions of people (and their friends), target ads with extreme precision or create the worlds first second social webshop
  • 105. Branding in the digital age is about transparency, authenticity, content, engagement and relevance. Ow, and remember...
  • 106. This is your future audience. They are born digital.
  • 107. This is your future audience. They are born digital. Enjoy!
  • 108. thanks!