brand management in a digital world (lbs)
DESCRIPTION
As part of London Business School's Brand Management elective MBA module I was asked to present a session entitled "Brand Management for the digital world". In the closing session of the block week, we explored the opportunities that digital channels provide for Brand Management. We explored what the implications of the digital world were for brands. The digital traits that build great brands and how we can use experience, search and social to impact brand from digital channelsTRANSCRIPT
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
10-14 @iancrocombe
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
10-14 @iancrocombe
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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+44 20 3095 4101
@EvolverHQ
Ian Crocombe