building a digital brand

Why should I love your brand?

Brand Festival Digital29 April 2008

Budapest, Hungary

How notto create a

digital presence

About meWriter (Honeymoon Trail, Marionettes)Stage director (Det Kgl. Teater)Writer (The Compleat Talking Machine)Marketer (Bergsøe 3, Cross-Border Comm.)Writer (Practical Information Architecture)Web strategist (E-Reiss, FatDUX)Writer (Web Dogma ’06)Evangelist (IA Institute, EuroIA, IE Madrid)

About me

Shamelessly stolen from

First, a quick question...

What is a “budapest”?

http://www.vass-shoes.com/

OK, László...

Why should I love your brand?

Three ways to increase thevalue of your on-line brand

Create a positive experience

Tell your story (the whole story)

Provide exquisite service

Three ways to increase thevalue of your on-line brand

Create a positive experience

Tell your story (the whole story)

Provide exquisite service

e-mail

AdWords

Viral MarketinCommunities

Caveat #1

An online concept is what your application can do,not how it looks.

Herein lies the experience.

Awareness

Interest

Desire

Action

AIDA

Caveat #2

Don’t let your offline brand get inthe way of your online concept.

Caveat #3

Innovation is about solving problems.

It is not about being new or different.

An observation...

The more exclusive the brand, the crappier the site

Caveat #4

Don’t sacrifice contentfor the sake of form.

Build a shared reference.

Back to shoes...

Relevant statisticsLonger text outperformed short text by 40.5%

Short-copy ROI = -14%Long-copy ROI = +21%

Source: Marketingexperiments.com, 2004

On average, readers scroll 1.3 screenfuls38% low-experience readers scrolled46% high-experience readers scrolled

Source: Nielsen Norman Group, 2006

Caveat #5

Don’t confuse online serviceswith online service.

Service is a vital part ofthe brand experience.

What is a service?

An intangible event that helps us achieve something.

Why British Airways sucks

BA service touchpointsIn the air

BA service touchpointsIn the airOn the ground

Source: British Airways

Source: Flickr

BA service touchpointsIn the airOn the groundThrough correspondence (e-mail and snail-mail)

BA service touchpointsIn the airOn the groundThrough correspondence (e-mail and snail-mail)In cyberspace

• No Mac

• No AOL

• No dial-up

• 24-hour limit

“Apple doesn’t support our technology.”

“We are IE compatible, the world’s leading browser.”

“Your system is outdated.”

“I don’t make the rules.”

Three ways to increase thevalue of your on-line brand

Create a positive experience

Tell your story (the whole story)

Provide exquisite service

Off-line On-lineCEM

Customer Experience Management

Köszi !

Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: elreissinfo@fatdux.comwww.fatdux.com