The document discusses the importance of brand management in the digital environment, stressing that companies are overlooking significant communication channels and losing potential revenue. It emphasizes storytelling, employee advocacy, and an integrated approach to advertising across various platforms to enhance brand perception and influence consumer decisions. Key elements include recognizing that 70% of brand perception is shaped by experiences with people, thus leveraging employees as brand ambassadors is crucial.

1. Gestión de marca en un
ambiente digital
Sarah Harmon
Country Manager, LinkedIn Spain & Portugal

2. You are ignoring your most valuable
communcations channel
…and you are leaving money on the table

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4. Corporate Brand
Consumer
Brand
Brand
Essence
Talent Brand
Investors
Influencers
Partners
Customers
Employees
Candidates

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1

7. 10Pieces of content are consumed
before a purchasing decision is made
Always-on content is vital to influencing decisions
Source: Zero Moment of Truth Study, Google

8. Capture your audience’s
attention

10. Use Storytelling to Strengthen your Brand2

11. Evoking emotions
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Play As One3

13. One voice many styles
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14. 70% of customer brand
perception is determined by
experiences with people.
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Activate employees as brand ambassadors4
Employee Advocacy, Neal Schaffer & PeopleLinx, 2016.

15. 15
Who are your most trusted spokespersons?
Company’s CEO Company’s Employee Media Spokesperson

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18. Integrated Approach For B2B Advertising
18
Build integrated
media plan for all
channels
Compare and
prioritize target
audiences for Corp,
TA and Marketing
Switch
messaging/target
based on
performance
5

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20. Audience
Storytelling
Play as one
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3
2
In Summary
4 Employees
5
Integration