Keynote: Branding in the Digital Age

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Casey (@Casey_Flanagan) connects brands to consumers and consumers to brands with actionable insights and needle-moving ideas. He is a curious generalist, an optimistic pragmatist and someone who thrives on making the complex as simple as possible.

Laughlin Constable (http://www.laughlin.com) is an idea-driven, independent agency, offering a suite of integrated and best-in-class services for high-profile brands. We are a strategic marketing partner who provides fresh thinking, integrated, idea-driven marketing solutions that advance a client's brands / business.

To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

Published in: Education

Keynote: Branding in the Digital Age

  1. 1. BRANDINGIN THEDIGITAL AGE
  2. 2. THE DIGITAL AGE+ BRANDS AND BRANDING+ SEVEN TIPS FOR SUCCESS AGENDA
  3. 3. BRANDINGIN THEDIGITAL AGE
  4. 4. SO,WHAT’S THEDIGITAL AGE?
  5. 5. “ LIFE MOVES PRETTY FAST. IF YOU DON’T STOP AND LOOK AROUND ONCE IN A WHILE, YOU COULD MISS IT. ” + FERRIS BUELLER [ON HIS DAY OFF]
  6. 6. MORE MINUTES WITHMORE MEDIA 6 32 6 46 6 78 699700525350 Other Magazines Newspaper175 Mobile Radio Online 0 TV 2009 2010 2011 2012 Source: eMarketer 10/12
  7. 7. AN HOURA SECONDIS THE PACE OF VIDEO BEINGUPLOADED TO YOUTUBE Source: Google 2013
  8. 8. OUR CULTURE ISALWAYS ON...DEMAND
  9. 9. 12 11 1 10 2 THE AVERAGE ADULT SPENDS ONE QUARTER9 3 OF HIS OR HER DAY ON 8 4 THE INTERNET 7 5 6 Source: IAB 01/13
  10. 10. NEARLY 1 IN 3DIGITAL MEDIAMINUTES ISSPENT ON ASMARTPHONE+ TABLET Source: Comscore 02/13
  11. 11. MOBILE DESKTOP > Source: Facebook 2013
  12. 12. CIO CMOPREDICTION: FIVE YEARSFROM NOW, CMOs WILLSPEND MORE ON ITTHAN CIOs DO. Source: Gartner 2012
  13. 13. 90/290% OF THEDATA IN THE CREATED IN LAST TWO WORLD YEARS Source: IBM 2012
  14. 14. “ THERE IS A ‘REASONABLE PROBABILITY’ THAT HALF OF ALL ADVERTISING WILL OCCUR ONLINE WITHIN THE NEXT FIVE YEARS. ” + NIKESH ARORA GOOGLE SVP and CHIEF BUSINESS OFFICER
  15. 15. N OW W IT H : + MO RE ME D IA + MO RE C H OIC E ST HE D IG ITAL AGE + MO RE D ATA + MO RE N IC H E S + MO RE TO CONSIDER + MO RE OPPORTUNITIES
  16. 16. F OR A L L O F T HE “N E W, ”SOME OLD RULES STILLA P P LY. Image Source: ThisIsIndexed.com
  17. 17. T RUT H:WH EN P OS S I BI L IT IE S A R EEN DLE S S Y O U R P R I O R I T I E SARE ESSENTIAL.W HI CH LE ADS US T O. . .
  18. 18. BRANDINGIN THEDIGITAL AGE
  19. 19. THE B WORD????
  20. 20. BRANDING + DIGITAL(THEY GO HAND IN HAND) Image Source: Google Images
  21. 21. IN DIGITAL, WE ARE OBSESSIVEABOUT UNDERSTANDING THEUSER – AND THEIREXPECTATIONS.
  22. 22. IN B R AN DI N G WE ARE OBSESSIVE DIGITAL,ABOUT UNDERSTANDING THEUSER – AND THEIREXPECTATIONS.
  23. 23. THE SUCCESS OF DIGITALOFTEN HINGES ON THEABILITY TO PROVIDE AUTILITY THAT IS VALUEDBY THE CONSUMER.
  24. 24. THE SUCCESS OF DIGITAL BR AN DI NGOFTEN HINGES ON THEABILITY TO PROVIDE AUTILITY THAT IS VALUEDBY THE CONSUMER.
  25. 25. ULTIMATELY, STRONG DIGITALSTRATEGY IS A SHORTCUT TOPURCHASE.
  26. 26. ULTIMATELY, STRONG BR AN DI NG DIGITALSTRATEGY IS A SHORTCUT TOPURCHASE.
  27. 27. BRANDS + DIGITALSTRATEGIES PEOPLESENSIBILITIESSUCCESS
  28. 28. SO, WHAT’SA BRAND?
  29. 29. A PROMISE+ AN EXPECTATION A RELATIONSHIP
  30. 30. STRONG BRANDSHAVE STRONGRELATIONSHIPS
  31. 31. A BRAND IS ARELATIONSHIPSO THAT’S WHERE TO START...
  32. 32. COMPANYPROMISE POSITIONING CUSTOMER CATEGORY CONTEXT
  33. 33. COMPANY OPROMISE POSITIONING N I N G ORGANIZING CONCEPT CUSTOMER CATEGORY CONTEXT
  34. 34. ORGANIZING CONCEPTMEDIA TYPE EXPERIENCE + PAID + MESSAGE + EARNED + PRODUCT + OWNED + UTILITY + COMMUNITY
  35. 35. IT’S NOT THE B WORD???? IT IS: THE B WORD!!!!!!!!!!!
  36. 36. THE DIGITAL INFORMATIONECOSYSTEM SHORTCUTA BRAND SHORTCUT UNDERSTANDING
  37. 37. BRANDING DIGITAL
  38. 38. 7NOT-NECESSARILY-DIGITALTHINGS TO DOTODAY TO SUCCEEDAT B R A N D I N GI N T H E D I G I TA L A G E
  39. 39. 1 UNDERSTAND EXPECTATIONS2 DEFINE THE RELATIONSHIP3 FOCUS ON FIND-ABILITY4 IDENTIFY SHARED GOALS5 DO IT DIFFERENT6 TELL A STORY7 SIMPLIFY. ALWAYS.
  40. 40. 1UNDERSTANDEXPECTATIONS
  41. 41. INITIA L ACTIVECONSIDERATI ON EVALU ATIO N SET STAG E THE CONSUMER DECISION JOURNEYP O S T- P U R C H A S E MO ME NT O F EX PERI ENCE PU RCH ASE Source: McKinsey Quarterly 2009
  42. 42. WH ETH E R YO U S E LLBOO KS ON L INE O RNO T, T H I S I S A NEXPECTAT IONSETT ER.
  43. 43. http://bit.ly/XBPYSd
  44. 44. V ID E O S+ MA P S+ SEARCH+ C H AT+ V O IC E+ N E W F O R M AT NEW EXPECTATION
  45. 45. 2 DEFINE THE RELATIONSHIP YOU DESIRE
  46. 46. OUR PROMISE OUR POSITION WE HELP YOU MOST FUN STATE INFIND YOUR FUN TRAVEL THE UPPER MIDWEST WISCONSIN MIDWEST FUN MIDWEST TRAVELER DESTINATIONS THE CONTEXT EVEN WHEN TIMES ARE TOUGH, TRAVELERS ARE LOOKING FOR AN ESCAPE FROM THEIR DAY-TO-DAY – EVEN A SMALL GETAWAY SHOULD FEEL LIKE A BIG ONE...
  47. 47. FUNPAID EARNED OWNED
  48. 48. 3 FOCUS ON FIND-ABILITY
  49. 49. THE AM OU NT OF G OO GL E S E A R C H E S EACH MONTH100,000,000,000 GOO GLE : + FI GHT S SPA M 2 4/ 7 + USE S 20 0+ FA CTO RS + CHA NGE S OF TEN RELEVANT RESULTS
  50. 50. FINDABLE = SEARCHABLE + SHARABLE
  51. 51. http://bit.ly/ZltjMX
  52. 52. KEYWORD TARGETED+ RELEVANT CONTENT+ INNOVATIVE METHOD ADS WERE ACTUALLY PLACED BY USERS
  53. 53. 4 IDENTIFY SHARED GOALS
  54. 54. TO IN ? S P LL LA FA ER CATEGORY T OV HA E W THCOMPANY CUSTOMER
  55. 55. MARKETING IS HUMANNever talk down to people. Tell the truth. Be interesting.Walk the walk. Have a sense of humor. Show up. Believein what you say. Trust your intuition. Keep your promises.Ask questions. Listen. Be optimistic. Look people in theeye. Smile. Show respect. Dress like you care. Adopta healthy lifestyle. Set goals. Grow. Be empathetic.Always be yourself. Follow through. Do the right thing.This doesn’t have to be complicated.It does have to be genuine.
  56. 56. THE LESSON:IF YOU CAN IDENTIFYS H A RE D GO A L S W I T HYOUR USER, YOU CANBYPASS TRUCKLOADSO F R E D TA P E. ..
  57. 57. 5 DO IT DIFFERENT
  58. 58. THE SEA OFSAMENESS ISDEEP AND WIDE
  59. 59. THE PROBLEM OFPRETTY GOODIS GREAT 79% OF PRODUCTS + SERVICES HAVE NO MEANINGFUL DIFFERENTIATION Source: Brand Keys
  60. 60. http://bit.ly/XaWmQn
  61. 61. IN CREASED IN C R E A S E DAWARENESS E N GA G E ME N TIN CREASED IN C R E A S E DS H AR IN G SALES
  62. 62. 6 TELL A STORY
  63. 63. 600THE ELUSIVE
  64. 64. IN LISTENING TO STORIES, WE TEND TOSUSPEND DISBELIEFIN ORDER TO BE ENTERTAINEDIN EVALUATING STATISTICS, WE TEND TOSUSPEND BELIEFIN ORDER NOT TO BE BEGUILED
  65. 65. http://bit.ly/QEPxUi
  66. 66. + = Image Source: Google Images
  67. 67. 7 SIMPLIFY. ALWAYS.
  68. 68. “ SIMPLIFY AS MUCH AS POSSIBLE, BUT NOT MORE SO.” – EINSTEIN Image Source: Google Images
  69. 69. WILLING TO PAY MORE WILLING TO SIMPLE BRANDS PREMIUM RECOMMEND OUTPERFORM SIMPLICITY IS VALUED Source: Siegel and Gale 2012
  70. 70. WHAT IS THE POINT ?
  71. 71. 1 UNDERSTAND EXPECTATIONS2 DEFINE THE RELATIONSHIP3 FOCUS ON FIND-ABILITY4 IDENTIFY SHARED GOALS5 DO IT DIFFERENT6 TELL A STORY7 SIMPLIFY. ALWAYS.
  72. 72. 10 x 10 = 100IDEAS / SESSIONS IDEAS (CANSESSION MAKE YOUR HEAD SPIN)
  73. 73. SPOILER ALERT:THE POSSIBILITIES ARE,IN FACT, ENDLESS.
  74. 74. WHERE TO START:WHAT KIND OFRELATIONSHIPDO YOU WANT?
  75. 75. cflanagan@laughlin.com@casey_flanaganlinkedin.com/#/caseyflanagan

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