brand management in a digital world (lbs)

Brand Management in a Digital World

Ian Crocombe

Friday 12 September 2014 (Abridged)

My digital background

@iancrocombe

Planning Director

AKQA

VP Innovation

American Express Chief Strategy Officer

WPP POSSIBLE

2014 founded Evolver

@iancrocombe

We help companies master digital

-  Visions, Strategies & Roadmaps

-  Digital Business Transformation

-  Innovation Product Development

http://www.evolver.cc/

Today

§ Context: of brands and digital § Strategy: Digital traits that build

great brands § Tactics: How can we impact

brand from digital channels?

@iancrocombe

THE CONTEXT OF BRANDS AND DIGITAL

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@iancrocombe http://www.moderntoss.com/

2014 : Digital is normal

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Most consumers are on the internet

@iancrocombe Source: http://www.kpcb.com/internet-trends

Internet User Growth = +9% 2013 vs. +11% in 2012 = Solid, But Slowing

It’s becoming mobile

@iancrocombe

= Continues to Rise Rapidly... @ 25% of Total Web Usage vs. 14% Y/Yç

Source: http://www.kpcb.com/internet-trends

Consumers are multichannel

@iancrocombe Digital impact on retail “70/20/10” - Kantar Retail

Brands used to broadcast

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Today everyone is a publisher

People trust people more than advertising

People trust people more than advertising

STRATEGY: DIGITAL TRAITS THAT BUILD GREAT BRANDS

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Visibility

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Velocity

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Oreos “real time” work was mainly talked about on twitter

Virality

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Authenticity

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“Patagonia Rebels Against Black Friday Mania By Urging Repairs Of

Old Clothing”

https://www.youtube.com/watch?v=qvkwXcRsyT0 https://www.ifixit.com/Patagonia

TACTICS : HOW CAN WE IMPACT BRANDS FROM

DIGITAL CHANNELS?

10-14 @iancrocombe

1. EXPERIENCE: DIGITAL PRODUCTS AND SERVICES

10-14 @iancrocombe

“Advertising is the price you pay for having an unremarkable product or service” Jeff Bezos, 2009

Key brand touchpoint

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Good brand experience?

10-14 @iancrocombe

Aim: “Gun shaped review”

Jason Calacanis “The Age of Excellence” http://blog.launch.co/blog/the-age-of-excellence.html @iancrocombe

2. SOCIAL FLUENCY

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The internet became social

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It’s what consumers do online

http://www.digitalsherpa.com/blog/how-social-media-has-changed-in-the-last-few-years/ @iancrocombe

Our expectations from brands

http://sproutsocial.com/insights/customer-service-response-time/

How quickly do consumers expect brands to respond?

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Brand endorsement

Can you name these celebrities?

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Youtube = millennial celebrities

Authenticity

3. VISIBILITY

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100 billion searches per month in 2013

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Organic vs Paid results

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Organic impact of ranking

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http://www.infonomix.co.uk/seo-services/

Search gives brand clues

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Search shows intent

@iancrocombe https://www.google.co.uk/trends/

SUMMARY: BRAND MANAGEMENT IN A DIGITAL WORLD

@iancrocombe

You need a strong “360” strategy (normal branding rules apply)

but

there are executional digital opportunities to impact brand

@iancrocombe

Key learning

Digital World implications §  Consumers are spending more time in

digital channels §  Internet growth is slowing, mobile will be

the default method of access §  Consumers have multichannel relationships

with each brand §  Consumers are broadcasters, they shape

brands perceptions

@iancrocombe

DIGITAL TRAITS THAT BUILD GREAT BRANDS

VISIBILITY VELOCITY VIRALITY

AUTHENTICITY @iancrocombe

HOW CAN WE IMPACT BRAND FROM DIGITAL

CHANNELS?

EXPERIENCE SOCIAL SEARCH

@iancrocombe

Good luck in the digital world!

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www.evolver.cc

+44 20 3095 4101

@EvolverHQ

Ian Crocombe

ian@evolver.cc