Brand Management, how valuable in the Digital Age?
Presentation at ESCP Europe campus Madrid.
An open discussion about the role of Brand and Brand Management in the Digital Age.
Creating a social media strategy for a tourism business | Block 4: Case prese...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 4: Case presentation
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Creating a social media strategy for a tourism business | Block 2: Social Tou...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 2: Social Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Social Marketing and Commerce. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
Creating a social media strategy for a tourism business | Block 4: Case prese...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 4: Case presentation
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Creating a social media strategy for a tourism business | Block 2: Social Tou...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 2: Social Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Social Marketing and Commerce. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
Brands in the digitally connected world, social media, social technologies, business strategy, and innovation
Update on Feb 2014: Check out our newest report on the "Always-On Consumer" 2014 here: http://www.slideshare.net/vivaldipartners/alwayson-consumer-2014-report-by-vivaldi-partners-group
Digital Business Acquisition: How to Perform?Vanksen
With web giants leading the pack, marketplaces growing exponentially and DNVBs that keep raising the bar, how can your company improve, its digital acquisition performance? That's the very topic of this study and applies to both B2C and B2B!
Human-Centred Organisations prevent shareholders from feeling overwhelmed by structure. They’re obsessed with the journeys taken by their customers, employees, partners, and those taken by “citizens”, and so they’re better able to create shared value for the company shareholders as well as society at large.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
Slides of the lecture "Web-based business models" taught by Eduardo Larrain at HEC, a French business school (Strategic Management Master) during 4 classes in February 2013
2014 class with updated slides is here : http://fr.slideshare.net/EduardoLarrain/201402-web-based-business-models-lecture
1. What’s the web?
2. What’s a business model?
3. Why study Internet-based business models?
4. What are the key elements of a business model?
• Value proposition and revenue streams
• Drill-down of key Entertainment markets: music, video games, book publishing
• Customer channels, customer relationships, key partners, activities, resources, cost structure
5. What are the business models of Internet heavyweights: Facebook, Google, Zynga, Linkedin, Groupon
6. What are the most promising business models among the world’s most valuable companies: Digital 100, Twitter
7. Conclusion and farewell
8. Appendix: group project and individual test
Deck used in the opening keynote presentation I gave to the "Global Social Media Summit: The Authentic Social Enterprise" of the Arthur W. Page Society in London on October 3, 2012.
Event info: http://www.awpagesociety.com/events/globalsmsummit2012/
Discussion: #PageGlobal2012
The traditional brick-and-mortar business model is no longer the only option for the aspiring entrepreneur. Many of today’s greatest successes belong to those who have captured the power of the viral loop by designing products and services that spread themselves through the channels of the Internet, propelled by word-of-mouth recommendations.
If you're an agency or brand marketer, and would like to explore putting some of these ideas into practice, please click on "Get In Touch" icon at the bottom of the presentation slide.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
Introducción a la mesa redonda "La revolución M (Mobile) y el Turismo", Universidad Internacional Menéndez Pelayo (UIMP)
Ponentes:
Cristina Recoder - Turespaña
Pedro Jareño - minube.com
Iñaki Berenguer - Pixable / SingTel
Miguel Ortega - Blink Bookings
Modera:
Francisco Hernández Marcos - 11 Goals & Associates
Brands in the digitally connected world, social media, social technologies, business strategy, and innovation
Update on Feb 2014: Check out our newest report on the "Always-On Consumer" 2014 here: http://www.slideshare.net/vivaldipartners/alwayson-consumer-2014-report-by-vivaldi-partners-group
Digital Business Acquisition: How to Perform?Vanksen
With web giants leading the pack, marketplaces growing exponentially and DNVBs that keep raising the bar, how can your company improve, its digital acquisition performance? That's the very topic of this study and applies to both B2C and B2B!
Human-Centred Organisations prevent shareholders from feeling overwhelmed by structure. They’re obsessed with the journeys taken by their customers, employees, partners, and those taken by “citizens”, and so they’re better able to create shared value for the company shareholders as well as society at large.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
Slides of the lecture "Web-based business models" taught by Eduardo Larrain at HEC, a French business school (Strategic Management Master) during 4 classes in February 2013
2014 class with updated slides is here : http://fr.slideshare.net/EduardoLarrain/201402-web-based-business-models-lecture
1. What’s the web?
2. What’s a business model?
3. Why study Internet-based business models?
4. What are the key elements of a business model?
• Value proposition and revenue streams
• Drill-down of key Entertainment markets: music, video games, book publishing
• Customer channels, customer relationships, key partners, activities, resources, cost structure
5. What are the business models of Internet heavyweights: Facebook, Google, Zynga, Linkedin, Groupon
6. What are the most promising business models among the world’s most valuable companies: Digital 100, Twitter
7. Conclusion and farewell
8. Appendix: group project and individual test
Deck used in the opening keynote presentation I gave to the "Global Social Media Summit: The Authentic Social Enterprise" of the Arthur W. Page Society in London on October 3, 2012.
Event info: http://www.awpagesociety.com/events/globalsmsummit2012/
Discussion: #PageGlobal2012
The traditional brick-and-mortar business model is no longer the only option for the aspiring entrepreneur. Many of today’s greatest successes belong to those who have captured the power of the viral loop by designing products and services that spread themselves through the channels of the Internet, propelled by word-of-mouth recommendations.
If you're an agency or brand marketer, and would like to explore putting some of these ideas into practice, please click on "Get In Touch" icon at the bottom of the presentation slide.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
Introducción a la mesa redonda "La revolución M (Mobile) y el Turismo", Universidad Internacional Menéndez Pelayo (UIMP)
Ponentes:
Cristina Recoder - Turespaña
Pedro Jareño - minube.com
Iñaki Berenguer - Pixable / SingTel
Miguel Ortega - Blink Bookings
Modera:
Francisco Hernández Marcos - 11 Goals & Associates
Football: 10 Rules of the Business
Understanding football business with data and charts.
Presented at Lomonosov Business School. Moscow State University
Creating a social media strategy for a tourism business | Block 3: E-Commerce...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 3: E-Commerce in Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Presentación en la Universidad Internacional Menéndez Pelayo acerca de la influencia de las redes sociales en el conocimiento y en la marca turística España.
Die Business Model Canvas, ein Werkzeug zur Modulation von Geschäftsmodellen*, wurde von Alexander Osterwalder und Yves Pigneur entwickelt und in ihrem Buch „Business Model Generation“ beschrieben. Sie wird weltweit und auch von Unternehmen wie 3M, Ericsson, Deloitte und anderen im Rahmen von Geschäftsmodellinnovationen verwendet.
Wir sind davon überzeugt, dass Websites wie ein Geschäftsmodell zu betrachten sind. Deshalb haben wir in unseren Projekten dieses etablierte Instrument auf das Thema “Websites” übertragen und das original Canvas-Poster entsprechend angepasst.
Die neun Bausteine des Canvas-Posters bilden einen logischen, wohl durchdachten und einfachen Prozess zur Erstellung eines Website-Konzeptes.
Weiter Infos finden Sie unter businessmodelwebsites.com
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This is a short version of Social CRM 2010 that shows how the social customer dominates the business ecosystem. It provides multiple examples of what companies are doing about it. AND it has a soundtrack , creative commons licensed music from Maria Daines called Rollin'
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
Adobe Summit EMEA 2015 - Top Insights for Digital Marketers1000heads
We were at Adobe Summit in London* and brought back our main insights around the present and future of digital marketing and why reinvention is the name of the game for marketers.
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Riding the next wave of PR and social media trends in 2019Lars Voedisch
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The New Year always brings hopes of new strategies, idea, goals and successes. But before we dive into what’s next, we thought it would be a good idea to reflect on the top 15 most important marketing and technology trends from 2015. Jen Bullett and Kalev Peekna count down 15 strategies, trends and tactics that Business-to-Business and Professional Services marketers should keep on their radar as they delve into 2016. Specifically, we cover topics including lead generation, predictive marketing, brand storytelling and cross-channel metrics.
Carta abierta al Excelentísimo Sr. Ministro de Educación, Cultura, y Deporte, acerca del Real Decreto-Ley 5/2015, de 30 de abril, de medidas urgentes en relación con la comercialización de los derechos de explotación de contenidos audiovisuales de las competiciones de fútbol profesional
Conferencia sobre Marketing Online y Comunidades virtuales para máster de la Universidad Politécnica de Madrid y la Asociación Española de la Consultoría
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
E-Commerce. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
La web 2.0 como plataforma de lanzamiento al marketing 3.0
Primer Congreso Iberoamericano de Marketing y Nuevas Tecnologías:
MARKETING 3.0 EN AMÉRICA LATINA
Ponencia de Francisco Hernández Marcos, ex Director de Estrategia Online del Real Madrid C.F.
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
Understanding User Behavior with Google Analytics.pdfSEO Article Boost
Unlocking the full potential of Google Analytics is crucial for understanding and optimizing your website’s performance. This guide dives deep into the essential aspects of Google Analytics, from analyzing traffic sources to understanding user demographics and tracking user engagement.
Traffic Sources Analysis:
Discover where your website traffic originates. By examining the Acquisition section, you can identify whether visitors come from organic search, paid campaigns, direct visits, social media, or referral links. This knowledge helps in refining marketing strategies and optimizing resource allocation.
User Demographics Insights:
Gain a comprehensive view of your audience by exploring demographic data in the Audience section. Understand age, gender, and interests to tailor your marketing strategies effectively. Leverage this information to create personalized content and improve user engagement and conversion rates.
Tracking User Engagement:
Learn how to measure user interaction with your site through key metrics like bounce rate, average session duration, and pages per session. Enhance user experience by analyzing engagement metrics and implementing strategies to keep visitors engaged.
Conversion Rate Optimization:
Understand the importance of conversion rates and how to track them using Google Analytics. Set up Goals, analyze conversion funnels, segment your audience, and employ A/B testing to optimize your website for higher conversions. Utilize ecommerce tracking and multi-channel funnels for a detailed view of your sales performance and marketing channel contributions.
Custom Reports and Dashboards:
Create custom reports and dashboards to visualize and interpret data relevant to your business goals. Use advanced filters, segments, and visualization options to gain deeper insights. Incorporate custom dimensions and metrics for tailored data analysis. Integrate external data sources to enrich your analytics and make well-informed decisions.
This guide is designed to help you harness the power of Google Analytics for making data-driven decisions that enhance website performance and achieve your digital marketing objectives. Whether you are looking to improve SEO, refine your social media strategy, or boost conversion rates, understanding and utilizing Google Analytics is essential for your success.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
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The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
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A cellular network, frequently referred to as a mobile network, is a type of communication system that enables wireless communication between mobile devices. The final stage of connectivity is achieved by segmenting the comprehensive service area into several compact zones, each called a cell.
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdfFlorence Consulting
Quattordicesimo Meetup di Milano, tenutosi a Milano il 23 Maggio 2024 dalle ore 17:00 alle ore 18:30 in presenza e da remoto.
Abbiamo parlato di come Axpo Italia S.p.A. ha ridotto il technical debt migrando le proprie APIs da Mule 3.9 a Mule 4.4 passando anche da on-premises a CloudHub 1.0.
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Our continuous study and findings in agriculture sector provide better insights to companies dealing with related product and services, government and agriculture associations, researchers and students to well understand the present and expected scenario.
Our Animal care category provides solutions on Animal Healthcare and related products and services, including, animal feed additives, vaccination
Brand Management, how valuable in the Digital Age?
1. Brand Management,
how valuable in the
Digital Age?
Some ideas for an open discussion
Francisco Hernández-Marcos
February 5th, 2016
This document has been produced by 11 Goals & Associates. It is not complete unless
supported by the underlying detailed analyses and oral presentation.
2. About me SHAMELESS
SELF-PROMOTION
Education: Universidad Politécnica de Madrid, UNED,
London Business School, University of Chicago – Fundaciò
“laCaixa” & Fundación Rafael del Pino scholarships.
Firms worked for: Abengoa, McKinsey&Co, ABN AMRO,
Real Madrid C.F.
Entrepreneurship: Crisalia
Social Media & Internet consulting: 11goals.com
Lectures & Speaker in 4 continents: The Wall Street Journal, UP Madrid, London
Business School, Cornell, Politecnico Milano, CEIBS (Shanghai), Kungliga Tekniska
högskolan, The Business Factory, Fulbright Spain, ESCP Europe, UIMP, Harvard,
Moscow SU, IE, and several private companies.
Full profile: linkedin.com/in/franciscohm
3. World’s best brands according to Interbrand
Source: “Best Global Brands 2015”, Interbrand
Digital-
Related
Brands
4. Brand & BM definitions in Wikipedia
“brand is a name, term, design, symbol
or other feature that distinguishes one
seller's product from those of others”
“brand management is the analysis and
planning on how that brand is perceived
in the market”
5. Brand Management according to Kotler
Watch video
Product
Management
(create value)
Brand
Management
(communicate value)
Customer
Management
(deliver value)
Which part do
companies prefer
to focus on?
7. Apple did very well in ALL 3 parts
Customer
ManagementBrand
ManagementProduct
Management
Does your
company perform
in ALL 3 parts?
8. Does Google need BM at all?
Customer
ManagementBrand
ManagementProduct
Management
Pure Internet players
apparently do not pay much
attention to branding
•UX
•Algorithms
•AI
•1/0 testing
•…
9. Google, remember Wave or +? Does BM-created
expectations ruin
product
development?
Is BM a –negative-
predictor of a
Google product’s
success?
10. Recommended reading: “Getting Brand Communities Right”, Harvard Business Review, Abril 2009
Watch video
Steve Jobs: “Our goal is to
make the best personal
computers in the world and to
make products we are proud to
sell and would recommend to
our family and friends”
Jobs talking about brand?
Or about product and
customers?
11. How balanced is your Marketing strategy?
Source: “Best Global Brands 2015”, Interbrand
How does
your brand
perform in
each part?
13. Customers trust each other, no longer the brand!
Source: Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews, by Molecular Inc.
76% of American consumers believe companies don’t tell the truth in
advertising -Yankelovich (2005)
60% have a much more negative opinion of marketing & advertising than a few
years ago - Yankelovich (2004)
78% say consumer recommendations are the most credible form of advertising
- Nielsen (2007)
83% say online evaluations and reviews influence their purchasing decisions -
Opinion Research Corporation (2008)
84% trust user reviews more than critics’ reviews - MarketingSherpa (2007)
Trust in “person like me” tripled to 68% from 2004-2006 – biggest influencer to
consumers - Edelman Trust Barometer (2006, 2007)
14. Design Vs User Experience (ext. product)
Do people really
want a better
“perception”? or
a better product?
16. A friend’s recommendation worth more than 96 reviews
http://www.tripadvisor.es/Hotel_Review-g187870-d318151-Reviews-Casa_de_Uscoli-Venice_Veneto.html
Do you trust a brand
more than former
customers? or a friend?
18. Brand’s control in the Digital Age
Product Brand
Customer
Are organizations losing control
over brands? Are customers
winning brand control?
19. What form of advertising do consumers trust?
Source: Nielsen, Global Trust in advertising and Brand Messages, Q1 2013
29.000 Internet
users in 58
countries
84%
69%
68%
67%
62%
61%
61%
60%
57%
57%
56%
56%
55%
48%
48%
48%
45%
42%
37%
Recommendations from people I know
Branded websites
Consumer opinions posted online
Editorial content such as newspaper articles
Ads on TV
Ads in newspapers
Brand sponsorships
Ads in magazines
Billboards and other outdoor advertising
Ads on radio
Emails I signed up for
Ads before movies
TV program product placements
Ads served in search engine results
Ads on social networks
Online video ads
Display ads on mobile devices
Online banner ads
Text ads on mobile phones
Brand’s control
Not Brand’s control
20. “Marketing is dead”
Harvard Business Review – 9 Aug 2012
Source: http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html
Traditional marketing — including advertising, public relations, branding and
corporate communications — is dead. Many people in traditional marketing
roles and organizations may not realize they're operating within a dead
paradigm. But they are. The evidence is clear.
Buyers are checking out product and service information in their own way, often
through the Internet, and often from sources outside the firm such as word-of-
mouth or customer reviews.
Actually, we already know in great detail what the new model of marketing will
look like. It's already in place in a number of organizations. Here are its critical
pieces:
Restore community marketing
Find your customer influencers
Help them build social capital (vs Brand Equity?)
Get your customer advocates involved in the solution you provide.
Most read article in Aug 2012
22. Time spent on different media
Source: eMarketer Inc; concurrent consumption is accounted entirely in each category (not weighted)
Hrs/day. US
0:00
1:00
2:00
3:00
4:00
5:00
6:00
2010 2011 2012 2013 2014 2015
Digital TV Radio Print
0:00
1:00
2:00
3:00
2010 2011 2012 2013 2014 2015
Desk&LapTop Mobile Other
0:00
0:30
1:00
1:30
2:00
2010 2011 2012 2013 2014 2015
Smartphone/App Smartphone/Web
Tablet/App Tablet/Web
21
23. 22
What’s the weight of brand in an over-informed, hyper-
connected economy?
Rational
(available information)
Personal
(available contacts)
Brand
(available mass media)
Weight of factors in
OLD economy
100%
Rational
(available information)
Personal
(available contacts)
Brand
(available mass media)
Weight of factors in
the Digital Age
24. Has traditional PR lost weight in the Digital Age?
Traditional
Media
Brand
ADVERTISING
FAVORABLE
PERCEPTION
ACTUAL
PERCEPTION
25. Brand Vs “googling the brand” Is DA forcing brands to
communicate actual value?
Other
cases: FIAT,
Renault
and VW
26. Ejemplo de mala gestión de conflictos: Greenpeace
contra Nestlé
Tras una campaña de Greenpeace para pedir a
Nestlé que no comprase a suministradores de
aceite de palma que son poco respetuosos con el
medio ambiente, Nestlé:
• Acusó a Greenpeace de querer dañar su
reputación.
• Bloqueó un video en YouTube.
• Borró comentarios y bloqueó a usuarios
críticos en Facebook.
• Amenazó con acciones legales a quienes
utilizasen su logo sin permiso.
Durante varios días la actitud de Nestlé se convirtió en uno de los temas más comentados en RRSS, lo que
amplificó el impacto de la campaña de Greenpeace y dañó gravemente la imagen de Nestlé. La gente
entraba en las RRSS de Nestlé para pedir explicaciones tanto por la causa original (campaña de
Greenpeace), como por su actitud censuradora ante las críticas.
El Eco en RRSS die pie incluso a la organización de manifestaciones frente a diversas oficinas de la
compañía. Multitud de medios tradicionales se hicieron eco de lo que estaba sucediendo.
El 20 de mayo de 2010 Nestlé accedió a las demandas de Greenpeace y de los usuarios. Posteriormente
pidió disculpas e inició una serie de acciones en RRSS para tratar de restaurar su deteriorada imagen.
25
27. Has Brand Management lost weight in the Digital Age?
Product
Brand
Customer
Product
Brand Customer
¿ ?
•More info
•More personal references
•Less risk of purchase
28. Steve Jobs internal meeting, sep 23rd, 1997
Watch video Watch “Think Different” commercial
“Brand is not
about value,
but values”
29. What should BM communicate in the Digital Age?
Brand
Management
Value?
Does DA help to
communicate value?
Values?
Does DA help to
communicate values?
30. New role of BM for the Digital Age?
Product Management
(create value)
Brand Management
(communicate value)
Customer
Management
(deliver value)
Customer Management
(create values)
Brand Management
(communicate values)
Product Management
(deliver values)
?
35. 34
How BM’s role is changing in the Digital Age
Old Economy Digital Age
Media environment
Info/Personal ref.
Purchasing risk
Marketing Process
Brand’s main role
Brand communicates
Main MKT asset
Mismatch between brand
and product
Brand partnerships
Product Brand Customer CustomerBrandProduct
Slow; Controllable
Available, but need time
Depends on product
Send products to customers (push)
External (market)
Value
Brand image
(Brand Equity)
Possible, and sustainable unless brand
greed leads to a brand crisis. Short-
termism issue
Difficult
Fast; Uncontrollable
Massive; real time; in the pocket
Low (pure players); Lower (rest)
Bring customers to products (pull)
Internal (organization)
Values
Community
(Social Capital)
Difficult to attain. Public immediately
correct it. No cushion forces brand to
focus in product
An opportunity to grow
in the next years
Community?
APPROXIMATION
36. •Strategic consulting services in technology and digital marketing for top executives
•We advise companies on digital transformation
Francisco Hernández
•MBA London Business School.
•IEP University of Chicago.
•11 years of digital experience.
•Ex Director Online Strategy Real
Madrid C.F.
•Other companies: ABN Amro,
Abengoa, McKinsey&Company.
•Professor at ESCP Europe.
•Lecturer in Europe, Latam and
Asia
•PWC: 10 e-Business talents in
Spain.
Sonia Fernández
•MBA Stanford.
•15 years of digital experience.
•Ex CEO Vindico Europe.
•Ex CEO Match.com Spain.
•Ex CEO MercadoLibre Spain.
•Other companies: Fon, Grupo
Prisa, 3i, Lehman Brothers.
•Professor at OBS-UB, EOI and MIB
•Lecturer at universities and in-
company training
•Author of two books on
networking and social networks
published in 2004 and 2001 franciscohm
francisco.hernandez@11goals.com | (+34) 605 58 66 55
soniafernandez
sonia.fernandez@11goals.com | (+34) 619 721 781
37. Thanks very much for your
attention and interaction
Francisco Hernández
francisco_hernandez@11goals.com
(+34) 605 58 66 55