The document discusses how brands must adapt to changing digital media landscapes and engage consumers. It argues that brands now need a "brand blueprint" that establishes a spark, promise, narrative, vocabulary, and visuals to build emotional connections with consumers and inspire action. This blueprint allows brands to engage others as marketers and spread easily across networks using an "axis of easy" of understandability, shareability, and adaptability. Finally, it notes that every person is now a brand and brands must stand for beliefs to avoid becoming irrelevant in today's highly competitive digital environments.

1. BRAND DRIVEN digital
Behind the
Megaphone
Why Your Brand Matters Now More Than Ever
nick westergaard | branddrivendigital.com | 2014

2. Schooled by a Realtor
Photo via Flickr user woodleywonderworks

3. Background
@NickWestergaard

6. Source: Hubspot

7. Source: Hubspot

8. Source: Hubspot

9. Source: Hubspot

10. The Megaphone Is Changing

11. No More
Photo via Flickr user Pank Seelen

12. Listening vs. Talking
Photo via Flickr user rox sm

13. Long Tail
Photo via Flickr user BinaryApe

14. “
The Reality of the
New Media World
is that if your brand does not have a
belief, if it does not have a soul and
does not correctly architect its
messages everywhere it touches
consumers, it can become irrelevant.
It can be ignored, or even become a
focal point for online contempt.”
– lee clow, chairman and global director, tbwaworldwide

15. A brand can be any noun
(person, place, or thing) that needs someone else to
take action (purchase, promote, advocate, and so on).
!
A brand does this by creating a series of IDEAS and
TOUCH POINTS that build a larger message which
draws the desired party close, engages them
emotionally, and inspires them to take action.

16. You Are a Brand, Too

17. 1
How to Build
Your Brand

18. Your Brand Blueprint
‣
Spark
‣
Promise
‣
Narrative
‣
Vocabulary
‣
Visuals

19. Start with a Spark

20. The Brand Promise

21. Brand Promise =
WHAT You Do
for WHOM

22. Narrative
Photo via Flickr user view-askew

23. Vocabulary & Voice
Photo via Flickr user hiddedevries

24. Visuals
Photo via Flickr user Ali Smiles

25. 2
The Brand Blueprint
in Action

26. Spark
Photo via Flickr user HidingInABunker

27. Promise
Photo via Flickr user (e)Spry

28. Narrative
Photo via Flickr user roshan1286

29. Vocabulary
Photo via Flickr user Acarlos1000

30. Visuals
Photo via Flickr user Doonvas

31. Photo via Wikimedia Commons user Asolsma1988

32. Personal Brand
Blueprint in Action
‣
Spark
‣
Promise
‣
Narrative
‣
Vocabulary
‣
Visuals

33. 3
Engaging Others
in Your Branding

34. Raving Fans
Photo via Flickr user goodrob13

35. Everyone’s a Marketer
Photo via Flickr user .Wayne Large

36. The Axis of Easy
Understand
EASY
Share
Adapt

37. Source: Ben & Jerry’s Fan Photo

38. 4
Finally

39. There are a
BILLION
People on
Facebook

40. Brand Following Behavior Has Doubled

41. No Single Brand Dominates

42. BRAND
EQUALIZER

43. “
YOUR BRAND
isn’t what you do.
IT’S WHAT YOU
BELIEVE.”
– dean westergaard, president, westergaard llc

44. BRAND DRIVEN digital
Questions?
!
blog: branddrivendigital.com
podcast: worktalkshow.com
twitter: @nickwestergaard
nick westergaard | branddrivendigital.com | fall 2013
2014