Branding in the post digital age
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Delivered by Graham Hales, CEO of Interbrand London at Another Marketing Conference 2012 (www.another.uk.com)
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Branding in the post digital age
- 1. Branding in a Post-Digital World Graham Hales, CEO Interbrand London 18th October 2012
- 2. “a brand is a living business asset, brought to life across all touchpoints which, if properly managed, creates identification, differentiation and value.” 2 | Another Marketing Conference | October 2012
- 3. How we think about brands 3 | Another Marketing Conference | October 2012
- 4. Best Global Brands is voted one of the three most influential benchmark studies by global business leaders 4 Virgin media transformation roadmap draft, June 2011
- 5. We believe that brand is a living business asset that works as a central organising principle From this: To this: Finance Finance HR HR Sales Sales Brand Traditional Brand Business Marketing Strategy communication Business Marketing strategy strategy Strategy Manufacturing/ Manufacturing/ retail operations retail operations Distribution Distribution R&D R&D Your Brand – one vision that Your Brand – an element of drives business performance, your communications culture, experience and strategy attitude 5 | Another Marketing Conference | October 2012
- 6. A strong brand inspires action through all aspects of the brand experience 6 | Another Marketing Conference | October 2012
- 7. PEOPLE AND BEHAVIOURS PRODUCTS AND SERVICES Humanising technology ENVIRONMENTS AND CHANNELS COMMUNICATIONS 7 | Another Marketing Conference | October 2012
- 8. The brand should be understood and credible with employees before being communicated externally Be it First ensure your people understand and believe the brand proposition and its value to the business Do it Then empower your people to take action, making tangible changes internally or externally Say it Only after that should you start to talk about it externally 8 | Another Marketing Conference| October 2012
- 9. Three degrees of freedom – Business created, Business and Customer created, Customer created BRAND EXPERIENCE Business & Consumer Brand owner Brand owner The consumer creates: can co-create: creates: DIGITAL TOOLS/10TH JULY 2012 The brand owner’s A shared We can get involved perspective experience and perhaps (owned media) influence, but not control (earned media) 9 Another Marketing Conference | October 2012
- 10. The post-digital world – B&C/B&B 10 Another Marketing Conference | October 2012
- 11. Brand choice in the Post-Digital World Evaluation 11 Another Marketing Conference | October 2012
- 12. Customer Loyalty in a Post-Digital World 12 Another Marketing Conference | October 2012
- 13. The brand management task 13 Another Marketing Conference | October 2012
- 14. The ‘new’ rules of the Post-Digital World 1. Brands still have the power to change the world 2. Brands must have the courage to ‘stick their heads above the trenches’ 3. Inertia is not a strategy 4. Brands must keep their promises 5. The ‘new’ rules aren’t baked in concrete yet 6. Relish the freedom of chaos but brands value and anarchy don’t mix 7. Clarity is vital 8. The pace of brand value creation / destruction has accelerated 9. ‘Everything is in Beta’ 10.Consumers now have the vigilante power they deserve 14 | Another Marketing Conference | October 2012
- 15. Thank you Discussion and questions? Graham Hales CEO, Interbrand London Tel: (020) 7554 1169 Email: graham.hales@interbrand.com Twitter: @IBLDN @GrahamHales 15 | Another Marketing Conference | October 2012