skal congress branding presentation
DESCRIPTION
Had a great time with the SKAL crowd in Halifax on May 2 (at the Westin). Went through this presentation twice.TRANSCRIPT
Branding, consumer loyalty and the new age of digital engagement
May 2, 2014
Setting the Stage
The world we live in
http://youtu.be/YV-3ZgLRnAc
So… how does a brand survive?
Big changes have happened over time
Top brands in 2003
Interbrand Top 100
Top brands in 2013
Interbrand Top 100
First… lets look at the definition of a Brand
Is it this?
This?
This?
Or this guy?
My view is…
A brand is…
An embodiment of an ‘idea’
A brand is…
More than a slogan…
…or an ad campaign
A brand is…
A brand is…
Compelling point of difference
A brand is…
The bond that gives people a reason to believe
A brand is...
NOT Perfect
Finally… a brand is…
Relevant and Reinventing
Next… what’s happening with today’s brands?
People are ‘owning’ brands
Who really owns the brand?The organization or the people
connected to it?
Communities and ‘villages’ are thriving
Loyalty has evolved to evangelism
Those who like it, like it a lot
Flexibility and fragmentation is ok
Brands are icons, hashtags, urls and avatars
There’s always a new engagement channel
People don’t just show up
So, what can we learn from others?
Fun and Caring Brand
Happy time of year
Offer customers a Christmas ‘miracle’
Pushed out and picked up
Results
Brand with Equity and History
The Super Bowl… Lights Out
Relevant and Topical Brand Message
Pushed out through social channels
Results
Finally… key reasons to ‘brand’ in this digital age?
Strong branding helps…
You be different
Gives people a reason to choose YOU
Grow the business
Build a reputation
Strong branding helps…
Build loyalty
Support corp. vision
Evolve the offering
Change perceptions
Strong branding helps…
Ensure Alignment and Focus
Thank You to a well established brand
