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the importance of brand in the digital age

Given to Edward Boches's class at BU January 2013

the importance of brand in the digital age

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the role of brand in the digital age.


                            and, what does this mean from a
                            strategic perspective, exactly?




Friday, January 25, 13
before we begin...




Friday, January 25, 13
daughter, sister, londoner...




Friday, January 25, 13
planner, brand planner, strategist, strategy director... etc




Friday, January 25, 13
so, starting at the beginning:
                                what is a brand?




Friday, January 25, 13
“While every brand is a product not
                                                every product is a brand”




                   David Ogilvy, Founder
                    Ogilvy Advertising
                          Agency




Friday, January 25, 13

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the importance of brand in the digital age

  • 1. the role of brand in the digital age. and, what does this mean from a strategic perspective, exactly? Friday, January 25, 13
  • 2. before we begin... Friday, January 25, 13
  • 4. planner, brand planner, strategist, strategy director... etc Friday, January 25, 13
  • 5. so, starting at the beginning: what is a brand? Friday, January 25, 13
  • 6. “While every brand is a product not every product is a brand” David Ogilvy, Founder Ogilvy Advertising Agency Friday, January 25, 13
  • 7. “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.” Coca Cola Marketing Executive Friday, January 25, 13
  • 8. “A brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company” Amir Kassaei, CCO, DDB Friday, January 25, 13
  • 9. “Your brand is what people say about you when you are not in the room” Jeff Bezos, CEO, Amazon Friday, January 25, 13
  • 10. taking an example - the roman catholic church one of the greatest brands to ever exist? Friday, January 25, 13
  • 11. a unified set of beliefs that span both countries and continents Friday, January 25, 13
  • 12. more touch points than you can shake a stick at Friday, January 25, 13
  • 13. regular events, designed to drive participation and interaction Friday, January 25, 13
  • 14. and have “brand experience” down to an art form and arguably the greatest transmedia show on earth Friday, January 25, 13
  • 15. when it comes to understanding the role of brand, no one does it quite like the Catholics... Friday, January 25, 13
  • 16. the secret to their success? recognizing the power of every touch point as an opportunity to create a brand experience Friday, January 25, 13
  • 17. why brand is more critical today than ever before Friday, January 25, 13
  • 18. during the last 10 years we have gone through a major communications revolution web 1.0 web 2.0 web 3.0 Friday, January 25, 13
  • 19. not only affecting how brands can reach their customers, but how customers can reach their brands Friday, January 25, 13
  • 20. the brand is no longer the domain of the marketing department Friday, January 25, 13
  • 21. every interaction is a potential opportunity to build equity - so long as you know what kind of equity you are trying to build Friday, January 25, 13
  • 22. today smart companies know there is no such thing as a marketing department. only those companies who know how to market themselves, and those who do not Friday, January 25, 13
  • 23. so, what is the role of strategy in informing the modern brand? Friday, January 25, 13
  • 24. firstly: strategy is key in crystalizing a brand’s differentiating beliefs and using these to determine their position in the market place Friday, January 25, 13
  • 25. so, how do you determine your brands position? the classic approach: we believe the role of brand deodorant is to make guys truth smell amazing brand truth competi- all other deodorants are tive about protection truth consumer competitive guys (14-20) do not care truth truth about protection - or consumer anything else for that matter truth - as much as they care about sex Friday, January 25, 13
  • 26. the axe positioning: Brand: the role of positioning The Axe Effect AXE is to make guys smell amazing consumer gives guys the edge in benefit the mating game Consumer: guys (14-20) do not Competitors: care about protection all other deos - or anything else for that matter - as are about competitor offers transformation vs. much as they protection diffention protection care about sex Friday, January 25, 13
  • 27. how this comes to life as a brand experience: transforming even the most ordinary guys into legends Axe beach girls Friday, January 25, 13
  • 28. an alternative is the “inside out approach*” how why redefine modern what what believe drives us? british luxury what why what is our fashion + technology approach to NPD how live fashion shows do we make things that art of the trench live up to this burberry acoustics etc *not a technical term- see Simon Sinek’s ted talk for more info Friday, January 25, 13
  • 29. how this comes to life as brand experience: creating british innovations in the luxury space Friday, January 25, 13
  • 30. a third approach: brand archetypes CREATOR FEEL CREATIVE “if it can be JESTER HERO imagined, it can be FEEL FRIVOLOUS FEEL ACCOMPLISHED created” “if I can’t dance, I don’t “where there’s a will, there’s a want to be part of your way” revolution” CAREGIVER LOVER FEEL NURTURING FEEL SEXY “love your neighbor as “I only have eyes for yourself” you” REGULAR GUY/GAL EXPLORER FEEL CONNECTED FEEL ADVENTUROUS “all men and women “I want to experience are created equal” the world in a different way” OUTLAW MAGICIAN FEEL REBELLIOUS FEEL TRANSFORMED “rules are meant to be “it can happen!” broken” RULER SAGE FEEL POWERFUL FEEL SMART “power isn’t everything; INNOCENT “the truth will set it’s the only thing” FEEL PURE you free” “free to be your younger self” Friday, January 25, 13
  • 31. used by many product brands to clarify both what they stand for and how they are differentiated CREATOR FEEL CREATIVE “if it can be JESTER HERO imagined, it can be FEEL FRIVOLOUS FEEL ACCOMPLISHED created” “if I can’t dance, I don’t “where there’s a will, there’s a want to be part of your way” revolution” CAREGIVER LOVER FEEL NURTURING FEEL SEXY “love your neighbor as “I only have eyes for yourself” you” EXPLORER REGULAR GUY/GAL FEEL ADVENTUROUS FEEL CONNECTED “all men and women “I want to experience are created equal” the world in a different way” OUTLAW MAGICIAN FEEL REBELLIOUS FEEL TRANSFORMED “rules are meant to be “it can happen!” broken” RULER SAGE FEEL POWERFUL FEEL SMART “power isn’t everything; INNOCENT “the truth will set it’s the only thing” FEEL PURE you free” “free to be your younger self” Friday, January 25, 13
  • 33. playing out to inform not only what they make today, but how they will innovate & lead the market forward Friday, January 25, 13
  • 34. and secondly, using this strategic positioning to determine how your brand behaves: what you create as much as what you say Friday, January 25, 13
  • 35. is it always necessary to be leader? Friday, January 25, 13
  • 37. why be the first leader,s when you can be the first follower Friday, January 25, 13
  • 38. which brings us full circle, back to the number one follower - the Roman Catholic Church Friday, January 25, 13
  • 39. so, to sum up: a brand is made up of the multitude of experiences that any number of customers have with it. understanding + appreciating the interplay of all these different experiences + touch points has always been what splits the men from the boys. today it is more essential than ever that all your touch points + experiences are singing from the same hymn-sheet, as the way consumers and brands interact has changed, and the smallest “off brand” wobble can make a big difference. key to helping brands deliver this is having a brand “positioning” - a clear sense of what your brand stands for, what differentiates it + how it behaves. various different types of positioning approach, using these to craft your brand identity = the start of great strategy using your position to determine how your brand behaves - what it does and creates a much as simply says = the art of great strategy. Friday, January 25, 13