The document discusses three ways that the internet can provide value to a brand: differentiation, integration, and amplification. It notes that differentiation involves delivering unique value to separate a brand from competitors. Integration means using the internet to coordinate multiple branding approaches on a common platform. Amplification adds depth to marketing by increasing engagement and providing measurable feedback. The document provides examples of how brands like Obama's 2008 campaign, Skittles, and the partnership between Nike and Apple have leveraged the internet in these three ways.

1. Digital Communication Strategy
Steinar Danielsen
Creative director and co-founder of

2. what can the internet provide a brand?

3. what can the internet provide a brand?
‣ differentiation
‣ integration
‣ amplification

4. / differentiation of the brand
Delivering a service or product via information,
entertainment or other added values. In a way
that separates a brand from it’s competitors.

5. Project:
Position Sony Bravia as the top brand for flat screen tv technology
Strap-line (promise):
“Color like no other”
Strategy:
Build awareness and expectation via the web using social media
Follow up online launch with traditional media buyout.
Use web as a channel for feedback and extension

8. Differentiation
Brand Identity Design
Separate
Delivery
Qualification Benefit Experience
Build relations

9. / integration of the brand
The internet can help integrate multiple brand-
building approaches on one common platform
providing synergy and consistency.

13. "Some people only go to MySpace. It's where they're on all
day. Some only go to LinkedIn. Our goal is to make sure that
each supporter online, regardless of where they are, has a
connection with Obama,"
Scott Goodstein, Obama’s digital campaign manager

15. "Because of the Internet, Obama has built a movement.
He's leading a cause.”
Alex Castellanos Washington Post

18. Main
site
Campaign
Communities
sites
Brand Bloggs
Viral
Web-PR Banners
Search
Engines

19. http://www.aglassandahalffullproductions.com/

24. http://skittles.com/

25. http://skittles.com/

26. http://skittles.com/

27. / amplification of the brand
Adding continuity and depth to marketing
programs.
Increasing engagement and providing
detailed feedback via measurable effects.

28. Brand Message Audience

29. Brand Message Audience

31. “What can I learn from you?”
“What can I get from you?”

32. Let go of the campaign mindset. Digital is not like traditional
marketing...digital never ends.... If you're not sticking around to
transform that attention into new relationships, you're wasting
your effort.
http://www.mikearauz.com

36. / amplification of the brand
Adding continuity and depth to marketing
programs.
Increasing engagement and providing
detailed feedback via measurable effects.

37. / amplification of the brand
Adding continuity and depth to marketing
programs.
Increasing engagement and providing
detailed feedback via measurable effects.

39. Social media marketing is not a replacement for other
marketing tactics. Success with social media tools
requires time and effort, not money.
Gerd Leonhard http://www.mediafuturist.com/

40. / Enter the experience culture

41. The progression of economic value
Joseph Pine “The experience economy”
Goods Services
commodities Experience
Extract Make Deliver Stage

45. For the customer For Apple and Nike
Improves the runners experience Positions both as innovators
Provides valuable statistics distance, time, Creates returning traffic
calories etc,
Increase sales in itunes
Allows the runner to share a personal
goals, challenges and soundtracks Increase sales of nike products
Makes you part of a community - challenge Promotes brand loyalty
anyone anywhere to a race

46. What should a brand do on the internet?

47. What should a brand do on the internet?
‣ Take it seriously! (your customers do)
‣ Think web and not just website
‣ Create open discussions
‣ Listen & Learn
‣ Adapt & Evolve
‣ Experiment