Speaker: Nick Westergaard, Chief Brand Strategist @ Brand Driven Digital

2. Brand Now
Nick Westergaard

10. Photo via Flickr user Derek Gavey

12. 1 IDENTITY

13. 2 VALUE

14. 3 EXPERIENCE

15. 4 YOU

16. 90%OF ONLINE CUSTOMERS
TRUST PEER REVIEWS
Source: Nielsen
33%OF ONLINE CONSUMERS
TRUST ADVERTISING

17. Photo via Flickr user Ben Smith

18. 90%Brand equity has a 90% greater impact on
pricing power, preference & loyalty both
online and in-store (Y&R)

19. WoM
SCALED

20. 21%Drop in people understanding brands
(The Naked Brand)

21. MOVEMENT

22. DYNAMIC (DEFINITION)
dy·nam·ic
dīˈnamik/
noun—a force that stimulates change or progress
within a system or process.

23. 7 BRAND NOW DYNAMICS

24. MEANING

25. “WE’VE REBRANDED!”

26. LOGOSThe logic behind an argument

27. LOGOTHERAPY
Our motivation is meaning

28. TO STAND OUT,
STAND FOR SOMETHING

29. START WITH YOUR PEOPLE

30. CRAFT PERSONAS

31. APPEAL TO THE HEAD & HEART
• Curation
• Flexibility
• Safety
• Simplicity
• Timeliness
• Belonging
• Humor
• Nostalgia
• Responsible
• Style

32. THE IKEA EFFECT

33. ASK YOURSELF
What business are you really in?
That’s the spark that leads to your brand promise.

34. MEANING

35. STRUCTURE

36. Photo via Flickr user Derek Gavey
BRANDING

37. Photo via Flickr user Richard
BRAND
BUILDING

38. BRAND DNA
• Logo
• Slogan
• Business cards
• Products and packaging
• Website
• Advertising
• Direct mail
• Signage
• And more

39. VS.

44. ALTERNATE BRANDS

45. CLASSIC ALT BRANDS
TURN SWITCHES
WAY UP

46. ASK YOURSELF
What are your most important touchpoints?
How can you turn those dimmer switches up further?

47. STRUCTURE

48. STORY

50. “
”ANTONIO DAMASIO, NEUROSCIENTIST
Stories are the fundamental way
in which the brain organizes information
in a practical and memorable manner.

51. THE SCIENCE OF STORY
Source: Michael de Groot, “Share Your Story”

52. STORIES
TRANSMIT
MEANING

53. STORIES HAVE SHAPES

56. CONFLICT

57. Photo via Flickr user hidedevries
SAY IT
WITH VOICE

60. VOICE IN ACTION

61. CREATIVE VOICE
Source: NASA Jet Propulsion Laboratory

62. ASK YOURSELF
What’s your brand’s core story? What’s your voice?
(HINT: Who would do your voiceover?)

63. STORY

64. CONTENT

65. CONTENT ISN’T NEW

66. “
”ERIC SCHMIDT
Every two days we create as much
information as we did from the dawn
of civilization up until 2003.

67. The average consumer now seeks out twice
as much content than just two years ago
(Google)
TWICE

68. 80%of marketers use content marketing —
across B2C, B2B, and non-profit sectors
Source: Content Marketing Institute

69. 74%of those same marketers across sectors
are producing more content year on year
Source: Content Marketing Institute

70. THE PROBLEM?

71. BUSINESS
CENTRIC &
CUSTOMER
AWARE

74. LEVELS OF CONTENT

75. FOR SKIMMERS, SWIMMERS, AND DIVERS

76. ASK YOURSELF
THERE’S TOO MUCH CONTENT!
What content can you and only you create?

77. CONTENT

78. COMMUNITY

79. EMBRACE YOUR
PEOPLE POWER
• Internally
• Externally

80. CIRCLES OF
COMMUNITY

81. START INTERNALLY
• Culture
• Employees
• Brand Ambassadors

82. CULTURE BOOK & CAMP

83. ONLY 8%overlap of most employees’ social networks;
on average they have 10x more connections
than the company

84. RADIATE OUTWARD
Vendors, Suppliers, Partners

85. BEST CUSTOMERS FIRST

86. OUTER
CIRCLES

87. CREATE BRAND GRAVITY

88. HAPPY EMPLOYEES CREATE
HAPPY CUSTOMERS

89. ASK YOURSELF
How well do you know your circles of community?
How can you get to know them better?

90. COMMUNITY

91. CLARITY

92. CLARITY (DEFINITION)
clar·i·ty
ˈklerədē
noun — 1. clearness or lucidity as to perception,
2. quality of being clear or transparent to the eye.

93. Photo via Flickr user Pete
TRANSPARENCY
& SIMPLICITY

95. “
”DAVID B. SRERE
If you lie, you die.

96. FRIENDLY SKIES?

97. BE CONSISTENT IN WHAT
YOU SAY AND DO

98. BE PROACTIVELY TRANSPARENT

99. 44%increase in the perception of
simplicity among the most innovative
brands globally (Y&R)

100. 21%Drop in people understanding brands
(The Naked Brand)

101. MORE ISN’T ALWAYS BETTER,
SOMETIMES IT’S JUST MORE

102. WHY IS A GOOGLE A LEADER?

103. WHERE CAN YOU SIMPLIFY?
• Brand name
• Brand promise
• Products and services
• Website navigation
• Content strategy

104. TRANSPARENT,
SIMPLE BRANDS
MOVE FASTER

105. ASK YOURSELF
Where can you close gaps between what you say
and what you do? Where can you simplify?

106. CLARITY

107. EXPERIENCE

114. “
”STACIE GRISSOM
Branding is thousands of tiny
punches that add up.

115. 70%BELIEVE INVESTING IN
EXPERIENCE IS KEY
Source: Chartered Marketing Institute
13%BELEIVE THEY EXCEL AT
EXPERIENCE

116. 80%WILL STOP USING A BRAND
AFTER ONE BAD EXPERIENCE
Source: Chartered Marketing Institute
72%WOULD RECOMMEND
FAMILY & FRIENDS STOP TOO

117. WALK A MILE IN YOUR
CUSTOMER’S SHOES

118. CREATE A TOUCHPOINT MAP

119. BRANDING
IN CIRCLES

120. BRAND DNA
• Name
• Logo
• Brand promise
• Identity, etc.

121. PRODUCT/SERVICES
• Packaging
• Point-of-sale touch points
• Order fulfillment, shipping
• Forms

122. MARCOM
Digital & traditional
brand touchpoints

123. ENGAGE THE SENSES

124. EXPERIENCE =
BRAND PROMISE
DELIVERED

125. ASK YOURSELF
Walk a mile in your customers’ shoes.
What do your circles look like?

126. EXPERIENCE

127. 7 BRAND NOW DYNAMICS

128. YOUR NEW JOB

129. ASK YOURSELF
Where are you NOW? Where do you WANT to be?

130. YOUR BRAND IS A FLAG

132. DAY IN, DAY OUT

133. NICKWESTERGAARD.COM/SLIDES