1. Building brand through digital?
Simon Nash - Strategy Director, Hugo & Cat
May 2017

2. Building Brand through Digital
Originally compiled for Tourism
Ireland’s Digital Day 2017

3. I could
give you a
checklist
but...

4. As much a thinking problem,
as a doing problem.

5. The promise
of personal transformation
The importance of curating
your digital brand

6. And why this means
your brand should
become an enabler.

7. https://witness.theguardian.com/user/guardianUser13465817

8. Less about
our story

9. More theirs

10. The question is
bigger than digital.

11. It’s rooted in culture and
changes in expectations.

12. The progression of
economic value.
Gilmore and Pine - Harvard
profs and authors of “The
Experience Economy”

13. “The combination of Nike's shoes,
gear, the app and the Nike Running
Clubs enable people to become more
than just a loyal customer, it helps
them to become part of a community
where they are being encouraged to
become better runners and athletes.”
Anders Sorman-Nilsson

14. 1950s

15. 1960s

16. 1990s

17. 2010s

18. 2017

19. 2017

20. Holiday expectations are
increasingly framed in the
context of a search for
personal transformation.

21. For the culturally
curious this
manifests in the
desire for freedom.

22. Increasingly consumer
desire for transformation
comes wrapped in terms of
identity & self-expression.

23. Transformation is story.
Consumers seek out
brands that align with
their story.

24. TOP DOWN
BOTTOM UP
Nearly 10 million subscribe to YouTube channel
4 million Twitter followers
7 million on Instagram
This suggests a
different model
of branding.

25. Don’t teach me
how great your
brand is.
Talk to me
about how it’s
going to change
the way I feel

27. BOTTOM UP IS THE NEW REALITY
Soulcycle

29. From: storytelling
To: story enabling
Tourism Ireland

30. Would you rather be told,
what to think, or freed up
to discover something?
Tourism Ireland

31. So where does
digital come in?

32. CONTROL

33. Brands are now seen
through the lens of
other people’s content,
experiences, and
viewpoints.

34. One master idea of the
brand… is now everyone’s
idea of the brand, and
everyone’s idea is different

35. Top-down
thinking is a
poor fit.

36. Strong digital brands
are curated

37. Brand
Message Message Message
Content Media Influence
Conversations Experiences Stories

38. We need to enlist
consumers’ assistance
to effectively curate
our brand.

39. “If I tell my Facebook
friends about your brand,
it's not because I like your
brand, but rather because
I like my friends“
Henry Jenkins

40. Finding a way to feature
in their narrative is key.

41. Who is doing
this successfully?

42. Content,
data, and
psychology,
are a potent
blend.

43. Think of your brand as
a curator of positive
transformations. Let
your audience provide
the social proof.

44. Brand narrative

45. Understand
psychology &
motivations
Brand narrative

46. Understand
psychology &
motivations
Granular
needs-based
segmentation
& messaging
Brand narrative

47. Understand
psychology &
motivations
Dynamic
publishing &
engagement
strategy
Granular
needs-based
segmentation
& messaging
Brand narrative

48. Understand
psychology &
motivations
Dynamic
publishing &
engagement
strategy
Granular
needs-based
segmentation
& messaging
Brand narrative
Inspire Participation
Individual narratives adopted and
authenticated by consumers

49. Building your brand through digital
1. Adapt your promise to enable transformations
2. Embrace lack of control, curate your brand
3. Speak to individuals using data-driven publishing
4. Inspire participation and enable stories

50. Decision-making process for travel
Thank you
https://witness.theguardian.com/user/guardianUser13465817