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.

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 =
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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

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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