“Gaviidae Bird” by Linda.Z via Flickr all rights reserved
Brookfield Properties | Gaviidae Common
Boutique Retail Roundtable
Branding in the
Digital Age
Presented by Tim Brunelle
September 14, 2009
Creative Commons Attribution & Non-Commercial License

Tim Brunelle
CEO of Hello Viking [dot] com
MIMA Board of Directors
MCAD Adjunct Faculty
tbrunelle.extendr.com
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 2

Agenda
1. Personal branding
2. Professional branding
3. Corporate branding
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 3

Agenda
1. branding
2. branding
3. branding
They are all now one and the same.
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 4

Agenda
1. branding
2. branding
3. branding
They are all now one and the same.
Why?
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 5

“Al Gore” by Lindsay Beyerstein via Flickr all rights reserved
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 6

Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 7

Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 8

Branding then
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 9

Command
Control
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 10

Branding now
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 11

Mutual
empowerment
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 12

Today, branding =
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13

Today, branding =
Marketing
Advertising (in all the forms we know it)
Design
PR
Your website, Paid Search, SEO
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13

Today, branding =
Marketing
Advertising (in all the forms we know it)
Design
PR
Your website, Paid Search, SEO
Customer Service, HR, Legal
Product Development, Distribution & Pricing
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13

Today, branding =
Marketing
Advertising (in all the forms we know it)
Design
PR
Your website, Paid Search, SEO
Customer Service, HR, Legal
Product Development, Distribution & Pricing
Sharing
Crowd sourcing
Blogging, Micro blogging
Commenting
Tagging, Linking, Embedding
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13

Today, branding =
Marketing
Advertising (in all the forms we know it)
Design
PR
Your website, Paid Search, SEO
Customer Service, HR, Legal
Product Development, Distribution & Pricing
Sharing
Crowd sourcing
Blogging, Micro blogging
Commenting
Tagging, Linking, Embedding
(Above all) Participation
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13

*Scott Monty (L) facilitates a Twitter conversation with Ford CEO Alan Mulally (R)
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 14

*David Armano via AdAge.com
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 15

“If you are going to have your company play
on the social web, then you have to be ready
to play a full contact sport which includes
unpredictable scenarios. [The social web is]
powered by people and people are messy.
People also tend to be more loyal to other
people than they are to faceless organizations.
The social web thrives on personality, mixing a
‘personal touch’ with a professional service.
When Frank talks about life and business on
his blog, it makes him not only a person, but
an employee like many of us.”
—David Armano
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 16

Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 17

Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 18

“If you are going to have your company play
on the social web, then you have to be ready
to play a full contact sport which includes
unpredictable scenarios. [The social web is]
powered by people and people are messy.
People also tend to be more loyal to other
people than they are to faceless organizations.
The social web thrives on personality, mixing a
‘personal touch’ with a professional service.
When Frank talks about life and business on
his blog, it makes him not only a person, but
an employee like many of us.”
—David Armano
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 19

Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 20

(Nevertheless...)
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 21

“head-in-sand” by Jeremy Dunham via Flickr all rights reserved
Don’t.
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 22

Branding in the Digital Age
must have:
Mutual
empowerment
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23

Branding in the Digital Age
must have:
A story
(e.g. a core idea, some DNA)
Mutual
empowerment
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23

Branding in the Digital Age
must have:
A story
(e.g. a core idea, some DNA)
Mutual
empowerment
People to tell it
(e.g. Leaders—not necessarily
from the C-Suite, Nurturers,
Activists, Fans, Ombudsmen, etc.)
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23

Branding in the Digital Age
must have:
A story
(e.g. a core idea, some DNA)
Mutual
empowerment
People to tell it
(e.g. Leaders—not necessarily
from the C-Suite, Nurturers,
Activists, Fans, Ombudsmen, etc.)
Patience, skill & an investment
to tell, gather, retell, reshape
and evolve the story
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23

Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 24

*Flickr Couponing *Nordstrom: Technology *Employee empowerment *Video & Social media
*”Shop-along” functionality *Deal-a-Day sites *Virtual Model *Twitter brands
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Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 26

Monday, October 5, 2009 | mimasummit.org
Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 27

Thank you.
tim@helloviking.com
tbrunelle.extendr.com
Creative Commons Attribution & Non-Commercial License