Brand Digital Brand Hackers

BrandDigital Simple ways top brands succeed in the digital world Allen Adamson (212) 614-4491 allen.adamson@landor.com www.branddigital.com/blog www.youtube.com/watch?v=s1hnoJlRrTA Page 1 BrandDigital © 2008 Landor Associates March 9, 2009

BrandDigital astroturfing, avatar, banner ad, blog, branded content, content management, flash, forum, gaming, information architecture, long tail, mash-up, on- demand, podcast, QR codes, RSS, search engine marketing, search engine optimization (SEO), second life®, sniffer, social media optimization, social networks, twitter, user-generated content or video (UGC, UGV), viral marketing, web analytics, web 2.0, widget/gadget, wiki, wikipedia, word of mouth Page 2 BrandDigital © 2008 Landor Associates March 9, 2009

6. Recognize and embrace points of touch outside your control Seat(s): 12 B,C,D,E Class: Economy Seat Type: Exit Row Review: Seats 12 B,C,D,E do not have any extra legroom despite being in an exit row and they don’t recline due to the exit row behind. Seats 12B and 12E will have some extra shoulder room as there is no seat between you and the window. As the only twosomes on this aircra , these seats can be good when traveling with a partner. It can get very cold by the exits during ﬂight. Page 23 BrandDigital © 2008 Landor Associates March 9, 2009

Digital’s impact on brand and branding Brand - How digital magnifies brand 1.  Become a fly on the wall to identify relevant differentiation 2.  Relevance is critical to drive engagement 3.  Make sure you deliver 4.  Align your brand idea within your company 5.  Get your brand idea simple and sticky and portable Branding – How digital magnifies branding 1.  Creating a cohesive experience is more challenging 2.  First get everyone on board 3.  Delve the brand cohesively 4.  Enable conversation – provide a platform 5.  Create new points of touch 6.  Recognize and embrace points of touch outside your control 7.  Know the house rule for digital points of touch 8.  Optimize as you go Page 26 BrandDigital © 2008 Landor Associates March 9, 2009

Brand Digital Brand Hackers

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