![“ LIFE MOVES PRETTY FAST. IF
YOU DON’T STOP AND LOOK
AROUND ONCE IN A WHILE,
YOU COULD MISS IT. ”
+ FERRIS BUELLER
[ON HIS DAY OFF]](https://image.slidesharecdn.com/branding-in-digital-ageslideshare-130402114545-phpapp01/75/Keynote-Branding-in-the-Digital-Age-5-2048.jpg)
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Keynote: Branding in the Digital Age
The document outlines strategies for effective branding in the digital age, emphasizing the importance of understanding consumer expectations and building strong relationships. It presents seven key tips for success, including defining relationships, focusing on findability, and simplifying. The overall message highlights the necessity of adapting to the evolving digital landscape while maintaining core branding principles.
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Keynote: Branding in the Digital Age
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- 2. THE DIGITAL AGE +BRANDS AND BRANDING + SEVEN TIPS FOR SUCCESS AGENDA
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- 5. “ LIFE MOVESPRETTY FAST. IF YOU DON’T STOP AND LOOK AROUND ONCE IN A WHILE, YOU COULD MISS IT. ” + FERRIS BUELLER [ON HIS DAY OFF]
- 6. MORE MINUTES WITH MOREMEDIA 6 32 6 46 6 78 699 700 525 350 Other Magazines Newspaper 175 Mobile Radio Online 0 TV 2009 2010 2011 2012 Source: eMarketer 10/12
- 7. AN HOUR A SECOND ISTHE PACE OF VIDEO BEING UPLOADED TO YOUTUBE Source: Google 2013
- 8. OUR CULTURE IS ALWAYSON... DEMAND
- 9. 12 11 1 10 2 THE AVERAGE ADULT SPENDS ONE QUARTER 9 3 OF HIS OR HER DAY ON 8 4 THE INTERNET 7 5 6 Source: IAB 01/13
- 10. NEARLY 1 IN3 DIGITAL MEDIA MINUTES IS SPENT ON A SMARTPHONE + TABLET Source: Comscore 02/13
- 11. MOBILE DESKTOP > Source: Facebook 2013
- 12. CIO CMO PREDICTION: FIVE YEARS FROM NOW, CMOs WILL SPEND MORE ON IT THAN CIOs DO. Source: Gartner 2012
- 13. 90/2 90% OF THE DATAIN THE CREATED IN LAST TWO WORLD YEARS Source: IBM 2012
- 14. “ THERE ISA ‘REASONABLE PROBABILITY’ THAT HALF OF ALL ADVERTISING WILL OCCUR ONLINE WITHIN THE NEXT FIVE YEARS. ” + NIKESH ARORA GOOGLE SVP and CHIEF BUSINESS OFFICER
- 15. N OW WIT H : + MO RE ME D IA + MO RE C H OIC E S T HE D IG ITAL AGE + MO RE D ATA + MO RE N IC H E S + MO RE TO CONSIDER + MO RE OPPORTUNITIES
- 16. F OR AL L O F T HE “N E W, ” SOME OLD RULES STILL A P P LY. Image Source: ThisIsIndexed.com
- 17. T RUT H: WHEN P OS S I BI L IT IE S A R E EN DLE S S Y O U R P R I O R I T I E S ARE ESSENTIAL. W HI CH LE ADS US T O. . .
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- 20. BRANDING + DIGITAL (THEY GO HAND IN HAND) Image Source: Google Images
- 21. IN DIGITAL, WEARE OBSESSIVE ABOUT UNDERSTANDING THE USER – AND THEIR EXPECTATIONS.
- 22. IN B RAN DI N G WE ARE OBSESSIVE DIGITAL, ABOUT UNDERSTANDING THE USER – AND THEIR EXPECTATIONS.
- 23. THE SUCCESS OFDIGITAL OFTEN HINGES ON THE ABILITY TO PROVIDE A UTILITY THAT IS VALUED BY THE CONSUMER.
- 24. THE SUCCESS OFDIGITAL BR AN DI NG OFTEN HINGES ON THE ABILITY TO PROVIDE A UTILITY THAT IS VALUED BY THE CONSUMER.
- 25. ULTIMATELY, STRONG DIGITAL STRATEGYIS A SHORTCUT TO PURCHASE.
- 26. ULTIMATELY, STRONG BRAN DI NG DIGITAL STRATEGY IS A SHORTCUT TO PURCHASE.
- 27. BRANDS + DIGITAL STRATEGIES PEOPLE SENSIBILITIES SUCCESS
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- 29. A PROMISE + ANEXPECTATION A RELATIONSHIP
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- 31. A BRAND ISA RELATIONSHIP SO THAT’S WHERE TO START...
- 32. COMPANY PROMISE POSITIONING CUSTOMER CATEGORY CONTEXT
- 33. COMPANY O PROMISE POSITIONING N I N G ORGANIZING CONCEPT CUSTOMER CATEGORY CONTEXT
- 34. ORGANIZING CONCEPT MEDIA TYPE EXPERIENCE + PAID + MESSAGE + EARNED + PRODUCT + OWNED + UTILITY + COMMUNITY
- 35. IT’S NOT THEB WORD???? IT IS: THE B WORD!!!!!!!!!!!
- 36. THE DIGITAL INFORMATION ECOSYSTEM SHORTCUT A BRAND SHORTCUT UNDERSTANDING
- 37. BRANDING DIGITAL
- 38. 7 NOT-NECESSARILY-DIGITAL THINGS TO DO TODAYTO SUCCEED AT B R A N D I N G I N T H E D I G I TA L A G E
- 39. 1 UNDERSTAND EXPECTATIONS 2 DEFINE THE RELATIONSHIP 3 FOCUS ON FIND-ABILITY 4 IDENTIFY SHARED GOALS 5 DO IT DIFFERENT 6 TELL A STORY 7 SIMPLIFY. ALWAYS.
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- 41. INITIA L ACTIVE CONSIDERATI ON EVALU ATIO N SET STAG E THE CONSUMER DECISION JOURNEY P O S T- P U R C H A S E MO ME NT O F EX PERI ENCE PU RCH ASE Source: McKinsey Quarterly 2009
- 42. WH ETH ER YO U S E LL BOO KS ON L INE O R NO T, T H I S I S A N EXPECTAT ION SETT ER.
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- 44. V ID EO S + MA P S + SEARCH + C H AT + V O IC E + N E W F O R M AT NEW EXPECTATION
- 45. 2 DEFINE THE RELATIONSHIP YOU DESIRE
- 46. OUR PROMISE OUR POSITION WE HELP YOU MOST FUN STATE IN FIND YOUR FUN TRAVEL THE UPPER MIDWEST WISCONSIN MIDWEST FUN MIDWEST TRAVELER DESTINATIONS THE CONTEXT EVEN WHEN TIMES ARE TOUGH, TRAVELERS ARE LOOKING FOR AN ESCAPE FROM THEIR DAY-TO-DAY – EVEN A SMALL GETAWAY SHOULD FEEL LIKE A BIG ONE...
- 50. FUN PAID EARNED OWNED
- 51. 3 FOCUS ON FIND-ABILITY
- 52. THE AM OUNT OF G OO GL E S E A R C H E S EACH MONTH 100,000,000,000 GOO GLE : + FI GHT S SPA M 2 4/ 7 + USE S 20 0+ FA CTO RS + CHA NGE S OF TEN RELEVANT RESULTS
- 53. FINDABLE = SEARCHABLE + SHARABLE
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- 55. KEYWORD TARGETED + RELEVANTCONTENT + INNOVATIVE METHOD ADS WERE ACTUALLY PLACED BY USERS
- 56. 4 IDENTIFY SHARED GOALS
- 57. TO IN ? S P LL LA FA ER CATEGORY T OV HA E W TH COMPANY CUSTOMER
- 58. MARKETING IS HUMAN Nevertalk down to people. Tell the truth. Be interesting. Walk the walk. Have a sense of humor. Show up. Believe in what you say. Trust your intuition. Keep your promises. Ask questions. Listen. Be optimistic. Look people in the eye. Smile. Show respect. Dress like you care. Adopt a healthy lifestyle. Set goals. Grow. Be empathetic. Always be yourself. Follow through. Do the right thing. This doesn’t have to be complicated. It does have to be genuine.
- 59. THE LESSON: IF YOUCAN IDENTIFY S H A RE D GO A L S W I T H YOUR USER, YOU CAN BYPASS TRUCKLOADS O F R E D TA P E. ..
- 60. 5 DO IT DIFFERENT
- 61. THE SEA OF SAMENESSIS DEEP AND WIDE
- 62. THE PROBLEM OF PRETTYGOOD IS GREAT 79% OF PRODUCTS + SERVICES HAVE NO MEANINGFUL DIFFERENTIATION Source: Brand Keys
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- 64. IN CREASED IN C R E A S E D AWARENESS E N GA G E ME N T IN CREASED IN C R E A S E D S H AR IN G SALES
- 65. 6 TELL A STORY
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- 67. IN LISTENING TOSTORIES, WE TEND TO SUSPEND DISBELIEF IN ORDER TO BE ENTERTAINED IN EVALUATING STATISTICS, WE TEND TO SUSPEND BELIEF IN ORDER NOT TO BE BEGUILED
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- 69. + = Image Source: Google Images
- 70. 7 SIMPLIFY. ALWAYS.
- 71. “ SIMPLIFY AS MUCH AS POSSIBLE, BUT NOT MORE SO.” – EINSTEIN Image Source: Google Images
- 72. WILLING TO PAY MORE WILLING TO SIMPLE BRANDS PREMIUM RECOMMEND OUTPERFORM SIMPLICITY IS VALUED Source: Siegel and Gale 2012
- 73. WHAT IS THEPOINT ?
- 74. 1 UNDERSTAND EXPECTATIONS 2 DEFINE THE RELATIONSHIP 3 FOCUS ON FIND-ABILITY 4 IDENTIFY SHARED GOALS 5 DO IT DIFFERENT 6 TELL A STORY 7 SIMPLIFY. ALWAYS.
- 75. 10 x 10= 100 IDEAS / SESSIONS IDEAS (CAN SESSION MAKE YOUR HEAD SPIN)
- 76. SPOILER ALERT: THE POSSIBILITIESARE, IN FACT, ENDLESS.
- 77. WHERE TO START: WHATKIND OF RELATIONSHIP DO YOU WANT?
- 78.