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Baking a compellingdigital brandDIGITAL BRANDCOOKBOOK@jimwolffman@theleithJim Wolff – Digital StrategistDigital Connection...
WHAT MAKES A(DIGITAL) BRANDCOMPELLING?
#1KNOW THYSELF
bit.ly/marlon-know-thyself
DOLLAR SHAVE CLUB
A brand is not a superficial wrapperbit.ly/brand-condoms
bit.ly/tpdsaa-brand-positioning
Build a (digital) brandfrom the inside outStaff & stakeholder interviewsWorkshops and focus groups
Who are you?Who are you not?
#2KNOW YOUR MARKET
FAB.COMbit.ly/fastco-fab
KRAKEN RUM
Increase category usage,or steal share?75%25%Image: Gareth Hardy, bit.ly/pepsi-logo-chartThinking: Dave Trott, cstthegate....
Research, research, research
Co-create with externalaudiences & stakeholders
How does your product /service differ?What does yourcustomer actually want?
#3HAVE A CLEAR SET OFVALUES THAT INSPIRE
bit.ly/slogan-value
BREWDOG
RED BULL
BURNESSA clear set ofvalues rallies staffand stakeholders
What are your values?What do you stand for?What are you against?
#4EFFECTIVEFUNCTIONALITY ANDENGAGINGPERSONALITY
MAILCHIMP
What works well?What works badly?What’s your personality?
#5COMPLEXITYSIMPLIFIED
GOV.UK
What can you cut out?Image: bit.ly/ockhams-razor
What can you cut?What can you simplify?What does your audiencereally need to know?
#6A CONSISTENTEVOLUTIONARYAPPROACH
TWITTER
IRN-BRU
Where are you now?Where do you want to be?
#1 Know what you’re about#2 Stick out in your market#3 Stand for something#4 Be effective, with personality#5 Keep it simp...
Image: logodesignlove.com/shtty-brand
@jimwolffman@theleith
Baking a compellingdigital brandDIGITAL BRANDCOOKBOOKJim Wolff – Digital StrategistDigital Connections @ SECC, GlasgowThur...
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
The Digital Brand Cookbook
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The Digital Brand Cookbook

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How to bake a compelling digital brand. A presentation by Jim Wolff at Digital 2013 at the SECC, Glasgow.

Thanks to Blonde digital for their images for IRN-BRU and Burness, Mike Coulter for his input on Burness, Lauren Sudworth for her suggestions, and Erik Ravaglia for additional research.

Published in: Business, Technology

The Digital Brand Cookbook

  1. 1. Baking a compellingdigital brandDIGITAL BRANDCOOKBOOK@jimwolffman@theleithJim Wolff – Digital StrategistDigital Connections @ SECC, GlasgowThursday 25thApril, 2013
  2. 2. WHAT MAKES A(DIGITAL) BRANDCOMPELLING?
  3. 3. #1KNOW THYSELF
  4. 4. bit.ly/marlon-know-thyself
  5. 5. DOLLAR SHAVE CLUB
  6. 6. A brand is not a superficial wrapperbit.ly/brand-condoms
  7. 7. bit.ly/tpdsaa-brand-positioning
  8. 8. Build a (digital) brandfrom the inside outStaff & stakeholder interviewsWorkshops and focus groups
  9. 9. Who are you?Who are you not?
  10. 10. #2KNOW YOUR MARKET
  11. 11. FAB.COMbit.ly/fastco-fab
  12. 12. KRAKEN RUM
  13. 13. Increase category usage,or steal share?75%25%Image: Gareth Hardy, bit.ly/pepsi-logo-chartThinking: Dave Trott, cstthegate.com/davetrott
  14. 14. Research, research, research
  15. 15. Co-create with externalaudiences & stakeholders
  16. 16. How does your product /service differ?What does yourcustomer actually want?
  17. 17. #3HAVE A CLEAR SET OFVALUES THAT INSPIRE
  18. 18. bit.ly/slogan-value
  19. 19. BREWDOG
  20. 20. RED BULL
  21. 21. BURNESSA clear set ofvalues rallies staffand stakeholders
  22. 22. What are your values?What do you stand for?What are you against?
  23. 23. #4EFFECTIVEFUNCTIONALITY ANDENGAGINGPERSONALITY
  24. 24. MAILCHIMP
  25. 25. What works well?What works badly?What’s your personality?
  26. 26. #5COMPLEXITYSIMPLIFIED
  27. 27. GOV.UK
  28. 28. What can you cut out?Image: bit.ly/ockhams-razor
  29. 29. What can you cut?What can you simplify?What does your audiencereally need to know?
  30. 30. #6A CONSISTENTEVOLUTIONARYAPPROACH
  31. 31. TWITTER
  32. 32. IRN-BRU
  33. 33. Where are you now?Where do you want to be?
  34. 34. #1 Know what you’re about#2 Stick out in your market#3 Stand for something#4 Be effective, with personality#5 Keep it simple#6 Evolve consistently
  35. 35. Image: logodesignlove.com/shtty-brand
  36. 36. @jimwolffman@theleith
  37. 37. Baking a compellingdigital brandDIGITAL BRANDCOOKBOOKJim Wolff – Digital StrategistDigital Connections @ SECC, GlasgowThursday 25thApril, 2013@jimwolffman@theleith

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