Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Brunelle

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I gave this presentation as part of a panel discussion for Brookfield Properties' "Boutique Retail Roundtable" at Gaviidae Common in Minneapolis on Monday, September 14, 2009.

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Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Brunelle

  1. “Gaviidae Bird” by Linda.Z via Flickr all rights reserved Brookfield Properties | Gaviidae Common Boutique Retail Roundtable Branding in the Digital Age Presented by Tim Brunelle September 14, 2009 Creative Commons Attribution & Non-Commercial License
  2. Tim Brunelle CEO of Hello Viking [dot] com MIMA Board of Directors MCAD Adjunct Faculty tbrunelle.extendr.com Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 2
  3. Agenda 1. Personal branding 2. Professional branding 3. Corporate branding Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 3
  4. Agenda 1. branding 2. branding 3. branding They are all now one and the same. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 4
  5. Agenda 1. branding 2. branding 3. branding They are all now one and the same. Why? Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 5
  6. “Al Gore” by Lindsay Beyerstein via Flickr all rights reserved Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 6
  7. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 7
  8. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 8
  9. Branding then Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 9
  10. Command Control Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 10
  11. Branding now Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 11
  12. Mutual empowerment Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 12
  13. Today, branding = Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13
  14. Today, branding = Marketing Advertising (in all the forms we know it) Design PR Your website, Paid Search, SEO Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13
  15. Today, branding = Marketing Advertising (in all the forms we know it) Design PR Your website, Paid Search, SEO Customer Service, HR, Legal Product Development, Distribution & Pricing Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13
  16. Today, branding = Marketing Advertising (in all the forms we know it) Design PR Your website, Paid Search, SEO Customer Service, HR, Legal Product Development, Distribution & Pricing Sharing Crowd sourcing Blogging, Micro blogging Commenting Tagging, Linking, Embedding Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13
  17. Today, branding = Marketing Advertising (in all the forms we know it) Design PR Your website, Paid Search, SEO Customer Service, HR, Legal Product Development, Distribution & Pricing Sharing Crowd sourcing Blogging, Micro blogging Commenting Tagging, Linking, Embedding (Above all) Participation Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 13
  18. *Scott Monty (L) facilitates a Twitter conversation with Ford CEO Alan Mulally (R) Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 14
  19. *David Armano via AdAge.com Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 15
  20. “If you are going to have your company play on the social web, then you have to be ready to play a full contact sport which includes unpredictable scenarios. [The social web is] powered by people and people are messy. People also tend to be more loyal to other people than they are to faceless organizations. The social web thrives on personality, mixing a ‘personal touch’ with a professional service.  When Frank talks about life and business on his blog, it makes him not only a person, but an employee like many of us.” —David Armano Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 16
  21. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 17
  22. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 18
  23. “If you are going to have your company play on the social web, then you have to be ready to play a full contact sport which includes unpredictable scenarios. [The social web is] powered by people and people are messy. People also tend to be more loyal to other people than they are to faceless organizations. The social web thrives on personality, mixing a ‘personal touch’ with a professional service.  When Frank talks about life and business on his blog, it makes him not only a person, but an employee like many of us.” —David Armano Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 19
  24. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 20
  25. (Nevertheless...) Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 21
  26. “head-in-sand” by Jeremy Dunham via Flickr all rights reserved Don’t. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 22
  27. Branding in the Digital Age must have: Mutual empowerment Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23
  28. Branding in the Digital Age must have: A story (e.g. a core idea, some DNA) Mutual empowerment Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23
  29. Branding in the Digital Age must have: A story (e.g. a core idea, some DNA) Mutual empowerment People to tell it (e.g. Leaders—not necessarily from the C-Suite, Nurturers, Activists, Fans, Ombudsmen, etc.) Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23
  30. Branding in the Digital Age must have: A story (e.g. a core idea, some DNA) Mutual empowerment People to tell it (e.g. Leaders—not necessarily from the C-Suite, Nurturers, Activists, Fans, Ombudsmen, etc.) Patience, skill & an investment to tell, gather, retell, reshape and evolve the story Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 23
  31. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 24
  32. *Flickr Couponing *Nordstrom: Technology *Employee empowerment *Video & Social media *”Shop-along” functionality *Deal-a-Day sites *Virtual Model *Twitter brands Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 25
  33. Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 26
  34. Monday, October 5, 2009 | mimasummit.org Brookfield Properties :: Boutique Retail Roundtable | “Branding in the Digital Age” | Tim Brunelle 27
  35. Thank you. tim@helloviking.com tbrunelle.extendr.com Creative Commons Attribution & Non-Commercial License

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