building a digital brand
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Presentation for Brand Digital in Budapest, Hungary, April 2008TRANSCRIPT
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
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“Your system is outdated.”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: [email protected]