Brand building for the digital age: the Destination
•
0 likes•527 views
The document discusses a new paradigm for building brand platforms through relationships enabled by technology. It advocates creating and curating content across multiple mediums to develop patterns that define the brand, rather than a single message. Technology enables real-time communication and dialogue with consumers, moving beyond traditional one-way advertising approaches. The goal is to do marketing with and for people, not just to them.
![[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (11)
Similar to Brand building for the digital age: the Destination
Similar to Brand building for the digital age: the Destination (20)
More from Mirum Africa
More from Mirum Africa (9)
Recently uploaded
Recently uploaded (20)
Brand building for the digital age: the Destination
- 7. ,
- 13. Destination Stores Events FB Page Twitter News
- 18. The Opte Project: TRACING ALL THE ROUTES OF THE INTERNET( www.opte.org )
- 19. 1,8 billion people are online (26% of the world population)
- 23. MILLION 24
- 27. DESTINATION
- 30. DESTINATION COMMUNITY TOOLS BRAND ENAGAGEMENT
- 31. +
- 33. Social Layer The Interweb Game Layer Influence Behavior
- 40. “ Your brand is no stronger than its reputation - and will increasingly depend on what comes up when you are Googled” Alan Jenkins Communications Consultant
- 45. “ ..consumers around the world place their highest levels of trust in other consumers. ” Nielsen Global Survey, 2007
- 46. 750 million+ users 2 Billion video views per day Over 5 billion images 175 million users 100+ million users social media
- 47. Sources: afrographique.tumblr.com // socialbakers.com
- 48. Sources: afrographique.tumblr.com // mike saunders
- 49. Sources: afrographique.tumblr.com // mike saunders
- 51. “ The future of marketing is not about doing and saying things TO people” “ The future of marketing is about doing things WITH and FOR people” Paul Isakson Digital Strategist
- 54. Stop. Collaborate. And listen.
- 58. EARNED 3 TYPES OF MEDIA: REACH VERSUS CONTROL OWNED PAID FOR CONTROL REACH
- 59. EARNED 3 TYPES OF MEDIA : IMPACT OVER TIME TIME IMPACT OWNED PAID FOR
Editor's Notes
- “ Our industry has given the consumer ADD. The old tricks and traditions don ’ t work anymore. The consumer is in full control. They ’ re savvy, easily bored, and elusive. Extraordinary news, information, and entertainment, now circle the world in a heartbeat. They ’ re there for filtering information at lightning speed. Their judgement is brutal. Their standards are high. And if we fail to engage them, they will switch off in a blink. Break through the boredom, however, and they will willingly get involved. It used to take decades of consistent storytelling to establish a brand. The same is now being achieved almost overnight.
- Social Media is fundamentally changing the way marketers and consumers interact with each other.
- Social Media is fundamentally changing the way marketers and consumers interact with each other.
- Social Media is fundamentally changing the way marketers and consumers interact with each other.
- Social Media is fundamentally changing the way marketers and consumers interact with each other.
- Digital is not just a website – it ’ s mobile, it ’ s social media – number of interfaces Digital is horizontal not vertical – it ’ s the seam across all interfaces – Digital is about integrating measurement across all interfaces: multi-channel attribution The community
- Digital is not just a website – it ’ s mobile etc – number of interfaces Digital is horizontal not vertical – it ’ s the seam across all interfaces – Digital is about integrating measurement across all interfaces: multi-channel attribution The community
- n the latest Method 10x10 piece, principal Marc Shillum argues that branding lies in creating patterns that add up to a whole, rather than a single, monolithic message. Brands today exist in multiple mediums, defined by multiple voices. The media brands inhabit is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value?" http://www.fastcodesign.com/1664145/branding-is-about-creating-patterns-not-repeating-messages Quote I like: "the customer expects the brand to be as responsive and real-time as any medium through which it is accessed, while maintaining consistency no matter how it is experienced."
- The Internet is such an unbelievable thing
- The Internet HAS EVOLVED THE WAY WE CONNECT + COMMUNICATE
- The incredible rise of social platforms like Facebook and Twitter really highlight how we as humans feel the need to connect and share
- Wikipedia, a website entirely powered by clever humans who have knowledge to share (and the not as clever humans who want to learn) is in the top 10 most visited websites on the planet with over 24 million human edited pages
- Connect + learn + share A formula that is shaping modern communication
- To truly deliver a bold message around the importance of control, capitecbank.co.za must be a destination. A platform that hosts a community as well as a range of tools that will ultimately empower South Africans to be better at money. A destination where users can connect + learn + share. ++ The purpose of the community is two-fold: 1. Deliver on Capitec Bank's message of transparency though an open, honest and 100% customer-driven(?) approach to content around money management 2. Position capitecbank.co.za as the destination of anything and everything a South African may need to be be better at banking ++
- To truly deliver a bold message around the importance of control, capitecbank.co.za must be a destination. A platform that hosts a community as well as a range of tools that will ultimately empower South Africans to be better at money. A destination where users can connect + learn + share. ++ The purpose of the community is two-fold: 1. Deliver on Capitec Bank's message of transparency though an open, honest and 100% customer-driven(?) approach to content around money management 2. Position capitecbank.co.za as the destination of anything and everything a South African may need to be be better at banking ++
- To truly deliver a bold message around the importance of control, capitecbank.co.za must be a destination. A platform that hosts a community as well as a range of tools that will ultimately empower South Africans to be better at money. A destination where users can connect + learn + share. ++ The purpose of the community is two-fold: 1. Deliver on Capitec Bank's message of transparency though an open, honest and 100% customer-driven(?) approach to content around money management 2. Position capitecbank.co.za as the destination of anything and everything a South African may need to be be better at banking ++
- LEADING FINANCIAL LITERACY DESTINATION IN SA To truly deliver a bold message around the importance of control, capitecbank.co.za must be a destination. A platform that hosts a community as well as a range of tools that will ultimately empower South Africans to be better at money. A destination where users can connect + learn + share. ++ The purpose of the community is two-fold: 1. Deliver on Capitec Bank's message of transparency though an open, honest and 100% customer-driven(?) approach to content around money management 2. Position capitecbank.co.za as the destination of anything and everything a South African may need to be be better at banking ++
- What if people are saying things about you online and other ’s are searching for you? Remember, Searching is the number 1 online activity
- Would you agree if I said that your perceptions of brands or products are highly influenced by your peer group?
- 2 nd largest on the continent Recent stats reveal SA now has 4mil + FB users
- Time is the most valuable thing you can spend
- If Vanilla Ice had said Stop, Listen and Collaborate, some may have believed that he was an online PR professional ahead of his time. But alas, he ended up being a 1 hit wonder rapper.