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Building brand through digital

Covers: The promise of personal transformation. The importance of curating your digital brand. Why your brand should become an enabler.

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Building brand through digital

  1. 1. Building brand through digital? Simon Nash - Strategy Director, Hugo & Cat May 2017
  2. 2. Building Brand through Digital Originally compiled for Tourism Ireland’s Digital Day 2017
  3. 3. I could give you a checklist but...
  4. 4. As much a thinking problem, as a doing problem.
  5. 5. The promise of personal transformation The importance of curating your digital brand
  6. 6. And why this means your brand should become an enabler.
  7. 7.
  8. 8. Less about our story
  9. 9. More theirs
  10. 10. The question is bigger than digital.
  11. 11. It’s rooted in culture and changes in expectations.
  12. 12. The progression of economic value. Gilmore and Pine - Harvard profs and authors of “The Experience Economy”
  13. 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. 14. 1950s
  15. 15. 1960s
  16. 16. 1990s
  17. 17. 2010s
  18. 18. 2017
  19. 19. 2017
  20. 20. Holiday expectations are increasingly framed in the context of a search for personal transformation.
  21. 21. For the culturally curious this manifests in the desire for freedom.
  22. 22. Increasingly consumer desire for transformation comes wrapped in terms of identity & self-expression.
  23. 23. Transformation is story. Consumers seek out brands that align with their story.
  24. 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. 25. Don’t teach me how great your brand is. Talk to me about how it’s going to change the way I feel
  26. 26. BOTTOM UP IS THE NEW REALITY Soulcycle
  27. 27. From: storytelling To: story enabling Tourism Ireland
  28. 28. Would you rather be told, what to think, or freed up to discover something? Tourism Ireland
  29. 29. So where does digital come in?
  30. 30. CONTROL
  31. 31. Brands are now seen through the lens of other people’s content, experiences, and viewpoints.
  32. 32. One master idea of the brand… is now everyone’s idea of the brand, and everyone’s idea is different
  33. 33. Top-down thinking is a poor fit.
  34. 34. Strong digital brands are curated
  35. 35. Brand Message Message Message Content Media Influence Conversations Experiences Stories
  36. 36. We need to enlist consumers’ assistance to effectively curate our brand.
  37. 37. “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
  38. 38. Finding a way to feature in their narrative is key.
  39. 39. Who is doing this successfully?
  40. 40. Content, data, and psychology, are a potent blend.
  41. 41. Think of your brand as a curator of positive transformations. Let your audience provide the social proof.
  42. 42. Brand narrative
  43. 43. Understand psychology & motivations Brand narrative
  44. 44. Understand psychology & motivations Granular needs-based segmentation & messaging Brand narrative
  45. 45. Understand psychology & motivations Dynamic publishing & engagement strategy Granular needs-based segmentation & messaging Brand narrative
  46. 46. Understand psychology & motivations Dynamic publishing & engagement strategy Granular needs-based segmentation & messaging Brand narrative Inspire Participation Individual narratives adopted and authenticated by consumers
  47. 47. 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
  48. 48. Decision-making process for travel Thank you