Daniel Raskin, VP of Marketing at ForgeRock, presents on brands and identity in a General Session at the 2014 IRM Summit in Phoenix, Arizona.

1. IRM Summit 2014
Building Great Brands

2. 2IRM Summit 2014
con·ver·sa·tion
känvərˈsāSHən/
noun
noun: conversation; plural noun: conversations
the informal exchange of ideas by spoken words.”The two
men were deep in conversation”

3. 3IRM Summit 2014
Identity Relationship Management
Focuses on Revenue

4. 4IRM Summit 2014
Identity is
about building
great brands

5. 5IRM Summit 2014

6. 6IRM Summit 2014
The Fight Of Your Life!
■ Battling your competitors
for market leadership
■ Must be faster, smarter,
and stronger than
competition.
■ We need to think about
identity in the context of
the business.
How Do You Get an Edge Over The Competition!
Knocked off his feet

7. 7IRM Summit 2014v
How Do We Drive Brand Value?
Marketing
Efforts
Brand
Equity
Value to
Organization
Value to
Customer
An Examination of Selected Marketing Mix Elements and Brand Equity
Boonghee Yoo, Naveen Donthu and Sungho Lee
Journal of the Academy of Marketing Science
Brand
Association /
Differentiation
Brand
Awareness
Brand Loyalty
Perceived
Quality

8. 8IRM Summit 2014
Identity
Efforts
Brand
Equity
Value to
Organization
Value to
Customer
An Examination of Selected Marketing Mix Elements and Brand Equity
Boonghee Yoo, Naveen Donthu and Sungho Lee
Journal of the Academy of Marketing Science
Brand
Association /
Differentiation
Brand
Awareness
Brand Loyalty
Perceived
Quality
How Does Identity Drive Brand Value?

9. 9IRM Summit 2014
Managing the Price Premium

10. 10IRM Summit 2014
Papa is Home
Access
Granted
Cable Service Provider Example …

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✖
✖
✖
Papa is in Car
Papa is Not
Home Can I Watch
TV?
Cable Service Provider Example …
Yes. You can
Watch TV for 2
Hours
2hrs of
Access
Granted

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DELIGHTED
UNIQUE
EASY
Papa is Not
Home
Papa is in Car
Access
Granted for
2hrs only
Cable Service Provider Example …

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BRAND LOYALTY
Increased
Price Premium
BRAND
ASSOCIATION /
DIFFERENTIATION
PERCEIVED
QUALITY
Papa is Not
Home
Papa is in Car
Cable Service Provider Example …
2hrs of
Access
Granted

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Other Examples
Token Translation Service Simplifies communication
Adaptive Risk Prevent online malicious attacks
Cloud Bridging Eliminates onboarding friction
Speeds registrationSocial Log on
Brand Differentiation
Brand Loyalty
Perceived Quality
Brand Awareness
Talking About Identity in Context of Brand Forces Us
Talk in a More Accessible, Value-based Language.

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Old World Foundation
■ Legacy Model Broken!
■ Piece-Parts duct taped together
■ Slow time to market
■ Prohibitively expensive
■ Designed for different use case
Not Focused on making You a
“Mean Green Fighting Machine!”

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Unified Identity Drives Value
I have no
feet!

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■ Volume of usage driving greater brand
loyalty
■ Underutilized services could indicate
barriers to growing brand equity
■ Identifying most popular channels
could directly influence how you
market to populations
■ Volume of times risk-based
authentication is triggered could
measure reputational risk to your
brand
A Different Approach to Analytics
Where is the business value?

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Summary
■ Identity now has a seat at “the table”
■ Identity is foundational element to
extracting value for business
■ Must talk about identity in accessible
way
■ Innovation needs to align with business
value rather than innovation for the sake
of innovation.
Enjoy The Show!!!!
I’ve found my
feet! Let’s go!

19. IRM Summit 2014
Thank You