“ Brand Tools” to Drive Future of Digital Branding Joel R. Johnson/3.24.09   Source. www.brandtags.com © Joel R. Johnson...
The role of brand used  to be to  “persuade” you © Joel R. Johnson
… maybe even to tell you who to be © Joel R. Johnson Ad targeted in “Motringate”
It was easy to “persuade”  when the funnel was simple and linear Source. Forrester © Joel R. Johnson
We told linear brand stories © Joel R. Johnson The Apple and PC guy
Now, the center is everywhere © Joel R. Johnson
So brands are still here © Joel R. Johnson
But they  must   be here also… © Joel R. Johnson
And we get to tell brands  how we want the conversation to go Mcdonald’s Mommy bloggers © Joel R. Johnson
Because the funnel is more complex Source. Forrester © Joel R. Johnson
Therefore, the new role for brands is to “enable” us… + = © Joel R. Johnson Mcdonald’s Mommy bloggers
While still driving results Online Ad Effectiveness © Joel R. Johnson
Based on ever more complex behaviors © Joel R. Johnson
And more  channels Coca-cola crossmedia © Joel R. Johnson
This is brand as “enabler” of everything Citi Mobile © Joel R. Johnson
Enablers of productivity   -> choosing and transacting Epson printer widget © Joel R. Johnson
Enablers of community   -> connecting and sharing Tide Load’s of Hope social media campaign © Joel R. Johnson
Enablers of understanding   -> learning and knowing NBC Universal “Green” crossmedia campaign © Joel R. Johnson
Enablers of culture   -> being and transformation Obama campaign © Joel R. Johnson
The new metric is “engagement” Domino’s Pizza-Builder App © Joel R. Johnson
Engagement promises new  brand measures Source. Forrester © Joel R. Johnson
From the social “sentiment” of brands for example © Joel R. Johnson Source. Visible Technologies Visualized social sentiment
To  Twitter conversations & topics Source. Information Aesthetics Source. Forrester Visualized  Twitter conversations
Engagement connects feelings about a brand with  real  interactions Celebrity Branded Entertainment © Joel R. Johnson
Approach is now more tool-based, call them “Brand Tools” Nike+ Widgets © Joel R. Johnson
Brand Tools have many channels Ads eCRM Utilities Banners Texts Microsites Keywords Branded Content Video eCommerce Websit...
Brand Tools rely on a broader set of insights INSIGHT RESPONSE (to offers) Analytics EMOTION  (of consumers) Strategic Pla...
Emotions  still drive brands, but now they also drive behavior Porsche Configurator © Joel R. Johnson
And understanding behavior informs digital brand design Mint.com “PFM” © Joel R. Johnson
While understanding all types of responses helps to drive better transactions The Apple store in Second Life © Joel R. Joh...
The rules for digital branding are shaped by interactions  and  brand equities <ul><li>Be authentic to the brand </li></ul...
Customers become collaborators Dell’s Ideastorm Brandtags P&G’s Capessa © Joel R. Johnson
Digital branding’s new funnel in action Source. Forrester © Joel R. Johnson
For better or worse, this is the new reality, but the upside is clear © Joel R. Johnson
Once we weather the storm… © Joel R. Johnson Digital brand may not grow as much as last year Source. Analysts Forecasts Ag...
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Brand Tools - The Future of Digital Branding

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TV was a linear storytelling medium. The Internet is a non-linear enabling medium. Yet digital advertising has treated the internet like TV up until fairly recently. In fact digital advertising should enable people, it should be tool-based--call them "Brand Tools." We should still be interested in awareness and storytelling, but only in so much as it helps us to refine the tool for the user, not to tell the perfect story. The social nature of the web allows people to tell their own stories--if we create useful and compelling enough Brand Tools, people will share and recommend them.

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Brand Tools - The Future of Digital Branding

  1. 1. “ Brand Tools” to Drive Future of Digital Branding Joel R. Johnson/3.24.09 Source. www.brandtags.com © Joel R. Johnson BMW tagged in Brandtags.com
  2. 2. The role of brand used to be to “persuade” you © Joel R. Johnson
  3. 3. … maybe even to tell you who to be © Joel R. Johnson Ad targeted in “Motringate”
  4. 4. It was easy to “persuade” when the funnel was simple and linear Source. Forrester © Joel R. Johnson
  5. 5. We told linear brand stories © Joel R. Johnson The Apple and PC guy
  6. 6. Now, the center is everywhere © Joel R. Johnson
  7. 7. So brands are still here © Joel R. Johnson
  8. 8. But they must be here also… © Joel R. Johnson
  9. 9. And we get to tell brands how we want the conversation to go Mcdonald’s Mommy bloggers © Joel R. Johnson
  10. 10. Because the funnel is more complex Source. Forrester © Joel R. Johnson
  11. 11. Therefore, the new role for brands is to “enable” us… + = © Joel R. Johnson Mcdonald’s Mommy bloggers
  12. 12. While still driving results Online Ad Effectiveness © Joel R. Johnson
  13. 13. Based on ever more complex behaviors © Joel R. Johnson
  14. 14. And more channels Coca-cola crossmedia © Joel R. Johnson
  15. 15. This is brand as “enabler” of everything Citi Mobile © Joel R. Johnson
  16. 16. Enablers of productivity -> choosing and transacting Epson printer widget © Joel R. Johnson
  17. 17. Enablers of community -> connecting and sharing Tide Load’s of Hope social media campaign © Joel R. Johnson
  18. 18. Enablers of understanding -> learning and knowing NBC Universal “Green” crossmedia campaign © Joel R. Johnson
  19. 19. Enablers of culture -> being and transformation Obama campaign © Joel R. Johnson
  20. 20. The new metric is “engagement” Domino’s Pizza-Builder App © Joel R. Johnson
  21. 21. Engagement promises new brand measures Source. Forrester © Joel R. Johnson
  22. 22. From the social “sentiment” of brands for example © Joel R. Johnson Source. Visible Technologies Visualized social sentiment
  23. 23. To Twitter conversations & topics Source. Information Aesthetics Source. Forrester Visualized Twitter conversations
  24. 24. Engagement connects feelings about a brand with real interactions Celebrity Branded Entertainment © Joel R. Johnson
  25. 25. Approach is now more tool-based, call them “Brand Tools” Nike+ Widgets © Joel R. Johnson
  26. 26. Brand Tools have many channels Ads eCRM Utilities Banners Texts Microsites Keywords Branded Content Video eCommerce Websites Email Interactive TV Virtual Worlds Mobile Apps Widgets Social Media Interfaces Rich Internet Apps © Joel R. Johnson
  27. 27. Brand Tools rely on a broader set of insights INSIGHT RESPONSE (to offers) Analytics EMOTION (of consumers) Strategic Planning USABILITY (of tools) Information Architecture © Joel R. Johnson
  28. 28. Emotions still drive brands, but now they also drive behavior Porsche Configurator © Joel R. Johnson
  29. 29. And understanding behavior informs digital brand design Mint.com “PFM” © Joel R. Johnson
  30. 30. While understanding all types of responses helps to drive better transactions The Apple store in Second Life © Joel R. Johnson
  31. 31. The rules for digital branding are shaped by interactions and brand equities <ul><li>Be authentic to the brand </li></ul><ul><li>Be transparent to users </li></ul><ul><li>Be open to comment </li></ul><ul><li>Be flexible to change </li></ul><ul><li>Be free </li></ul><ul><li>Be co-creative </li></ul><ul><li>Be useful to users </li></ul><ul><li>Be shareable around the web </li></ul>© Joel R. Johnson Skittles brand online is a social app
  32. 32. Customers become collaborators Dell’s Ideastorm Brandtags P&G’s Capessa © Joel R. Johnson
  33. 33. Digital branding’s new funnel in action Source. Forrester © Joel R. Johnson
  34. 34. For better or worse, this is the new reality, but the upside is clear © Joel R. Johnson
  35. 35. Once we weather the storm… © Joel R. Johnson Digital brand may not grow as much as last year Source. Analysts Forecasts Aggregated by Sapient Corp. Sources 2008 2009 2010 Barclays Capital, March 2009 9% 2% 6% Borrell Associates Inc., November 2008 (2) 10.40% 7.20% Citi Investment Research, January 2009 11.80% 4.30% 20% Collins Stewart LLC, November 2008 16% 10% 14% Cowen and Co., January 2009 11% -1% 9% Credit Suisse, February 2009 10.50% 0.10% 10% eMarketer, November 2008 (3) 11.30% 8.90% 10.90% Jefferies & Company, November 2008 (6) 15% 7% 8% JupiterResearch, December 2008 (7) 18.30% 14.80% LiveRail, September 2008 23.40% 19.40% 15.90% Morgan Stanley, October 2008 11.50% 9.70% 13.90% Myers Publishing LLC, March 2009 11.70% 2.90% 2.70% Oppenheimer & Co. Inc., February 2009 10% -2% 13% ThinkPanmure LLC, October 2008 11.60% 3% 14.30% UBS, February 2009 -0.60% -5% 0.90%

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