The document discusses branding in the digital age. It notes that television gave advertisers access to people's homes while mobile devices now give access to people's lives. It contrasts pre-digital branding based on interruption and image manipulation with post-digital branding focused on participation, value creation, and doing things for people. The document advocates for owned media like content and notes that building relationships is the ultimate goal and must provide value and relevance to consumers. It provides an example of a successful mobile app and discusses how branding can now engage users and drive relationships through usefulness, experience, and involvement.

1. Text
Digital
Communication
Products
Branding on mobile
A presentation about pre- and post-digital brand
building, owned media, relationships and brand effects
DATE AUTHOR
April 19, 2011 Jeroen de Bakker - @jeroedeb

2. Introduction Text
Television gave advertisers an
entrance into people’s homes
MOBILE CONVENTION AMSTERDAM 2011 SOURCE
Branding on mobile “There is something about mobile” - Slideshare

3. Introduction Text
Television gave advertisers an
entrance into people’s homes
Mobile gives entrance into
people’s lives
MOBILE CONVENTION AMSTERDAM 2011 SOURCE
Branding on mobile “There is something about mobile” - Slideshare

4. Text
Brand building
Pre-digital Post-digital
Interruption Participation
Image manipulation Value creation
Saying things at people Doing things for people
Intangible value Tangible value
Perception Behavior
MOBILE CONVENTION AMSTERDAM 2011 SOURCE
Branding on mobile “The brief in de post-digital age” - Gareth Kay

5. Owned media Text
Content you create or control to
engage with consumers
Building and strengthening
relationships is the ultimate goal
MOBILE CONVENTION AMSTERDAM 2011
Branding on mobile

6. Owned media Text
Relationships begin with mutual
interests and consumer relevance
Focusing on the context choice
and the value offer
MOBILE CONVENTION AMSTERDAM 2011 SOURCE
Branding on mobile “Brand Programming” - Slideshare

7. Text
Amstel Teamlink - demo video
MOBILE CONVENTION AMSTERDAM 2011 SOURCE
Branding on mobile http://youtu.be/G4MNHKtqXBk

8. Text
Amstel Teamlink
The brand becomes part of own
social environment and meets
context-specific needs and fields
of interest
MOBILE CONVENTION AMSTERDAM 2011 SOURCE
Branding on mobile “Brand Programming” - Slideshare

9. Mobile app Text
MOBILE CONVENTION AMSTERDAM 2011
Branding on mobile

10. Mobile app Text
Produced by M2Mobi
Additional fun(ctionalities)
20.000 users
Winner Sport App Awards 2011
MOBILE CONVENTION AMSTERDAM 2011
Branding on mobile

11. Brand effectsText
New drivers for engagement and
brand relationships
Usefulness
User experience
Involvement
MOBILE CONVENTION AMSTERDAM 2011 SOURCE
Branding on mobile “Metrixlab rapportage Teamlink” - August 2010

12. Digital
Communication
Products
Thank you for your
attention
LAB1111 AUTHOR
All rights reserved © 2011 Jeroen de Bakker - @jeroedeb