Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Brunelle

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    Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Brunelle - Presentation Transcript

    1. “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
    2. 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
    3. Agenda 1. Personal branding 2. Professional branding 3. Corporate branding Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 3
    4. 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
    5. 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
    6. “Al Gore” by Lindsay Beyerstein via Flickr all rights reserved Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 6
    7. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 7
    8. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 8
    9. Branding then Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 9
    10. Command Control Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 10
    11. Branding now Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 11
    12. Mutual empowerment Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 12
    13. Today, branding = Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13
    14. 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
    15. 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
    16. 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
    17. 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
    18. *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
    19. *David Armano via AdAge.com Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 15
    20. “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
    21. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 17
    22. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 18
    23. “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
    24. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 20
    25. (Nevertheless...) Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 21
    26. “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
    27. Branding in the Digital Age must have: Mutual empowerment Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23
    28. 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
    29. 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
    30. 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
    31. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 24
    32. *Flickr Couponing *Nordstrom: Technology *Employee empowerment *Video & Social media *”Shop-along” functionality *Deal-a-Day sites *Virtual Model *Twitter brands Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 25
    33. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 26
    34. Monday, October 5, 2009 | mimasummit.org Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 27
    35. Thank you. tim@helloviking.com tbrunelle.extendr.com Creative Commons Attribution & Non-Commercial License
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