Brand building in the digital era

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Gastcollege over digitale creativiteit op Willem De Kooning Academie Rotterdam, juni 2012

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Brand building in the digital era

  1. 1. Brand building in the digital era Rotterdam, June 5th 2012Tuesday, June 5, 2012
  2. 2. BRAND BUILDING IN THE DIGITAL ERA Tom De Bruyne tom@sueamsterdam.com www.sueamsterdam.com @tomdebruyneTuesday, June 5, 2012
  3. 3. 4 FUNDAMENTAL CHANGESTuesday, June 5, 2012
  4. 4. I. DIGITAL IS THE OPERATING SYSTEM OF THE WORLD Digital has got nothing to do with mediaTuesday, June 5, 2012
  5. 5. Advocacy drives growth DIGITAL IS A REVOLUTION IN CONSUMER BEHAVIORTuesday, June 5, 2012
  6. 6. HOW DOES DIGITAL WORK: CONVERSION THROUGH SHARING active consumer: passive consumer: searches for product excitement stumbles upon product excitement SEO Reviews Ratings Content Conversion boosters Brand content The  engine  for  digital  influence  is  sharing.  Sharing  impacts  both  the  ac8ve  searching  consumer  and  the   passive  consumer  who  discovers  stuff  they  love.Tuesday, June 5, 2012
  7. 7. HOW COME THIS 10m2 BANGKOK TAILOR IS SO SUCCESSFUL?Tuesday, June 5, 2012
  8. 8. II. REED’s LAW The value of a human network grows exponentially when every node in the netwerk can form groupsTuesday, June 5, 2012
  9. 9. Networked people generate powerful network effects 1.  Crea(ve  capital  (e.g.  www.openideo.com)   2.  Financial  capital  (e.g.  www.kickstarter.com)     3.  Social  capital  (e.g.  #pukkelpop) 4.  Intellectual  capital  (e.g.  www.innocen(ve.com)   5.  Mobilising  power  (e.g.  Occupy,  Greenpeace)Tuesday, June 5, 2012
  10. 10. http://www.treehugger.com/files/ 2010/03/nestle-greenpeace-power- of-internet.php!Tuesday, June 5, 2012
  11. 11. AND YET WE KEEP INSISTING THAT DIGITAL IS A MEDIA THING. LETS DO A VIRAL ON SOCIAL MEDIATuesday, June 5, 2012
  12. 12. III. PERSUASION EATS STRATEGY FOR BREAKFAST The science of persuasion design is rapidly undermining the relevance of classical brandingTuesday, June 5, 2012
  13. 13. HOW DOES DIGITAL WORK: CONVERSION THROUGH SHARING active consumer: passive consumer: searches for product excitement stumbles upon product excitement SEO Reviews Ratings Content Conversion boosters Brand content Persuasive  apps  such  as  Groupon,  vente-­‐exclusive   hotelveilingen.nl,...  all  trigger  impulse  buying ...Tuesday, June 5, 2012
  14. 14. Design for word of mouth: It’s called “keep the change”, not Design for behavioral change: “debet gold plus service” triggering automatic saving behavior Design for excitement: People connect with the idea, recommend it and actuallystarted to follow their progress. SUEAMSTERDAMTuesday, June 5, 2012
  15. 15. The best anti-smoking campaign is about manipulating the choice architecture Advertising Smoking kills Behavioral economics Make smoking very expensive SUEAMSTERDAMTuesday, June 5, 2012
  16. 16. SUEAMSTERDAMTuesday, June 5, 2012
  17. 17. How to convince ignorant online buyers of the danger of online counterfeit medicines hIp://www.stuffworthsharing.com/medi-­‐plaza/ SUEAMSTERDAMTuesday, June 5, 2012
  18. 18. Game Design hIp://codingconduct.cc/Don-­‐t-­‐Play-­‐Games-­‐With-­‐Me When  a  game  designer  looks  at  a  music  academy,   hIp://www.slideshare.net/dings/pawned-­‐gamifica(on-­‐and-­‐its-­‐discontents he  sees  a  broken  game  design. Compare  that  to  Guitar  Hero. hIp://www.youtube.com/watch?v=6Hafzkwdwho  (Dutch) SUEAMSTERDAMTuesday, June 5, 2012
  19. 19. Persuasion Design How to get more tips? How to get more callers? How to reduce non-show up? SUEAMSTERDAMTuesday, June 5, 2012
  20. 20. IV. We’re on the verge of phase change to a new economic The crisis is a system crisis, not just a financial crisisTuesday, June 5, 2012
  21. 21. Nobel  prize  winning  economist  Joe  S?glitz: “The shift necessitates a fundamental change in our prevailing theory of the firm… The current theory holds that the singular goal of the corporation should be shareholder value maximization. Instead, companies should place customers at the center of the firm and focus on delighting them, while earning an acceptable return for shareholders.” Source: http://www.forbes.com/sites/stevedenning/2012/01/31/is-the-us- in-a-phase-change-to-the-creative-economy/Tuesday, June 5, 2012
  22. 22. IMPLICATIONS FOR CREATIVE IDEASTuesday, June 5, 2012
  23. 23. Forget creative communication ideas, embrace SMART IDEASTuesday, June 5, 2012
  24. 24. Tuesday, June 5, 2012
  25. 25. PRODUCTTuesday, June 5, 2012
  26. 26. What  sets  a  digital  branding  idea  apart  from  a  classical  branding  idea  is   not  the  use  of  media  but  the  way  it  takes  into  account  how  digital   people  make  decisions  today Digital  ideas  aim  at  influencing  connected  people  through  leYng  them   stumble  upon  the  excitement  of  others.  Digital  ideas  generate  a   persuasive  chain  reac(on.   Some(mes  this  has  got  nothing  to  do  with  media  or  with  online.Tuesday, June 5, 2012
  27. 27. Don’t design for impact CREATE STUFF WORTH SHARINGTuesday, June 5, 2012
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  30. 30. www.whopperfreakout.comTuesday, June 5, 2012
  31. 31. Forget campaign ideas THINK COMMITMENT IDEASTuesday, June 5, 2012
  32. 32. BABY ELEPHANT © Boondoggle Amsterdam T +31 (0)20 716 3717 www.boondoggle.euTuesday, June 5, 2012
  33. 33. NIKE RUNNING BRAND COMMITMENT DIGITAL ECOSYSTEM SMART IDEAS The  genuine  difference  the  brand  wants   From  traffic  and  reach  to  contact:   Ideas  that  fuel  interac<on,  excitement   to  make  in  people’s  life,  derived  from   A  lightweight  website and  advocacy.  Ideas  that  convert  fans   the  brand’s  DNA into  followers TO  LIBERATE  RUNNERS  FROM   BOREDOM Facebook  as  BackboneTuesday, June 5, 2012
  34. 34. Embrace serendipity CONVERSATION MARKETING IS THE NEW ADVERTISINGTuesday, June 5, 2012
  35. 35. Tuesday, June 5, 2012
  36. 36. Advertising has a role USE ADVERTISING AS SPOTLIGHTTuesday, June 5, 2012
  37. 37. NIKE TAKE MOKUM © Boondoggle Amsterdam T +31 (0)20 716 3717 www.boondoggle.euTuesday, June 5, 2012
  38. 38. THE AGENCY OF THE FUTURE... AND YOUTuesday, June 5, 2012
  39. 39. KEEP IN TOUCH @tomdebruyne pinterest.com/tomdebruyne @sueamsterdam www.sueamsterdam.com tom@sueamsterdam.com dinges@sueamsterdam.comTuesday, June 5, 2012

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