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SEMIOTICS OF BRAND BUILDING
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DIGITAL BRANDING

Digital interface has transformed branding. This keynote presentation discusses how to brand your products and services in this paradigm-changing media.

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DIGITAL BRANDING

  1. 1. E B A F M P M G P P W B s Y a d a S c r o E N a B r a u p a r G i c u o D o e i n a l I d r M S h c o d e b o c t L k a c c M B w i e k o C l l a b J w n N t B E e H s a t a N M e U t t o o o a d T s o o a a o e & o X o r e A r i B V e a N i H n l ! l y m o o P h y r m t n l u k r i e U G r n d N s e i r g s a y k r n o d’ i C i S i i a t d i s s B n o l k e n q S a o M u s s w a & h n o e A c & z e n a r n l B t u t t d o i a g V T T c o E n e e o r S g y a e o a o a e a V c e n G G n x d i G F F n n l e s r b a n a d d r H e o a x o s W F o r w P e c e D B U s A o b a g B y n M t & d F m P o e e G m A a s u e i r h a S a n y p n u f e M u t a i r e b e n r s o b p c t t z r s R v o y i p c o t W n u r a N J e d l p t l l p e e o e i l N z k y n I d M n r l l e o j E e s M t d e l b r L u d e e a s e K J a i y e b w h x i o e m e o a c t s D d N x E i i o n b a o y H r e o M C e i t A m r Y s M i n k s u Z o r n e i l T G k a m s o o o o l t B s L’ r s l w u e H r y u r n t S H A P F D e o O c c i c a A W u g k o a C T e a M o f r e o H F t c c e o C n h r c G r h & g d e K i t r a l s t e t i h o l c l o h T R o a T r s c a e w e r e T e l d o o i e l s o e s o t e l s l n e r o n s o n m e a g y e B e n s y b e H C l t o e b t e o r D r G & t H e u F s o o s o I D a e C W a t t o y t r a s n c k L K a S s l a h b H h n u a R e r d a e E v o G t i b e P e O n g r a C e i v B R A n E a d r a d a C d u o F o H i a d y I l n g c o A a M M e l e t s k l n C i i e C p a e e o n a r S a L O o a e c r s m B r n d U t r n E r o E e s c i P e r a l s d o e s n S C S a s t s d u T R A h a e o L’ e K o o a B m s e v f s e n O o s m p o n B s t r d m u n e C u L e a y & l n b C a a g k l u R A H H l o H i L d o m e o c i c o e l a d n a C l u r e n g d C i f i x a e a o t i s S G s l i g i i H a DIGITAL BRANDING e V e l e r u m B e r S F C e u V t t a i e a n d e t z m t d n s w r e s t E o e i D u o x n i z i n n s o e g e n s A r e d l C o i b t e i
  2. 2. A VISUAL PRESENTATION BY SUDIO SUDARSAN Originally presented at the CEBMM Singapore 2007. Copyright © 2007 11powerN.com For Education Purpose Only.
  3. 3. REW LET’S START WITH A LESSON IN HISTORY..
  4. 4. Alloy Steel Soft Leather MARKETING WAS ABOUT WHAT A BRAND IS. 1875–1925 AGE OF PRODUCT FEATURES
  5. 5. For Sheer Feet Comfort MARKETING WAS ABOUT WHAT A BRAND DOES. 1925–1960 AGE OF PRODUCT BENEFITS
  6. 6. Appeal to his Senses MARKETING WAS ABOUT WHAT A BRAND MAKES YOU FEEL. 1960–1990 AGE OF EMOTION
  7. 7. For the Woman You Are MARKETING WAS ABOUT HOW A BRAND DEFINES YOU. 1990–2005 AGE OF IDENTITY
  8. 8. http://www.shoeclub.us MARKETING WAS ABOUT WHERE A BRAND MAKES YOU BELONG. 2005- AGE OF SOCIAL NETWORKS
  9. 9. DIFFERENT STROKES for DIFFERENT FOLKS
  10. 10. for READING
  11. 11. for COOKING
  12. 12. for TRAVEL
  13. 13. for SPORTS
  14. 14. CLOTHING IS AN EXTENSION OF SKIN.
  15. 15. ..WHEEL, AN EXTENSION OF THE FOOT
  16. 16. MEDIA IS AN EXTENSION OF HUMAN FACULTY – PHYSICAL, MENTAL, EMOTIONAL, AND RELATIONAL.
  17. 17. AS THE MARKETING ENVIRONMENT RAPIDLY TRANSFORMED WITH THE ADVENT OF WEB 2.0.. 1 0 0 1 1 0 1 0 1 0 0 1 0 1 1 0 0 1 1 0 1 0 0 1 1 0 0 1 1 0 0 1 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 1 0 0 1 1 0 0 1 1 0 1 0 0 1 0 1 0 1 0 1 1 0 0 1 1 0 0 1 0 1 1 0 1 0 1 0 0 1 0 1 1 0 0 1 0 1 0 1 1 0 1 0 0 1 1 0 1 0 0 1 0 1 1 0 0 1 0 1 0 1 1 0 1 0 0 1 0 1
  18. 18. ..EXTENSION OF SENSE PERCEPTION ALTERED THE WAY CONSUMERS ACT, THINK, EMOTE, AND RELATE.
  19. 19. WEB 1.0 BUSINESS STRATEGY BRAND STRATEGY MARKETING COMMUNICATION OFFLINE ONLINE
  20. 20. WEB 2.0 BUSINESS STRATEGY BRAND STRATEGY CRM PROMOTION MARKETING CHANNEL SALES INTERNET
  21. 21. INTERNET IS TODAY’S TOWN SQUARE OF THE GLOBAL VILLAGE
  22. 22. IN THIS NEW WAVE OF TECHNOLOGY, THE WAY PEOPLE COMMUNICATE CHANGED.
  23. 23. ALMOST OVERNIGHT, MARKETING CHANGED.
  24. 24. THE MOMENT NEWS HITS THE WIRE FIRESTORM ERUPTS VIA DIGITAL CHANNELS.
  25. 25. WITH THE WHIRLWIND IMPACT OF DIGITAL MEDIA BRANDS STAND NAKED TODAY
  26. 26. FROM TO PUSH MEDIA PULL MEDIA FROM TO LEAN BACK LEAN FORWARD MARKETING MARKETING
  27. 27. BUILDING A ROBUST DIGITAL BRAND STARTS WITH THE COSTUMER IN MIND
  28. 28. Rational quadrant answers the fundamental question “Who are you?” INFORMATION WEBSITE POINTS OF PARITY SECURITY ATTRIBUTES/ PRICE POINTS FEATURES PRODUCT/SERVICE POINTS OF DIFFERENCE OFFERING BENEFITS AL ON TI RA 1
  29. 29. IF WEBSITE DOESN’T MEET NEEDS OF USERS, IT WON’T MEET THE NEEDS OF THE ORGANIZATION. RELEVANT PERSONALIZED CURRENT LUCID INFORMATION EASE OF FINDING TIMELY COGENT ACCURATE
  30. 30. CUSTOMERS MAY NOT BE GOOD AT DESCRIBING SOLUTIONS, BUT ARE GOOD AT DESCRIBING THEIR NEEDS/PROBLEMS. WHAT IS THE PURPOSE OF ACCESSING WEBSITE? HOW FREQUENTLY DO CUSTOMERS ACCESS? WHAT IS THEIR WEBSITE EXPERIENCE? WHAT TYPE OF INFORMATION DO THEY NEED? WHAT ARE THEIR NEEDS/WANTS? HOW WILL INFORMATION BE USED?
  31. 31. CUTTING-EDGE RESEARCH METHODS FROM MYRIAD FIELDS PROVIDE RICH INFORMATION OF USERS TODAY. REPTILIAN MIND MAPPING PARTICIPANT BEHAVIOR DAY-IN-THE-LIFE CUSTOMER ANALYSIS ETHNOGRAPHIC LONG INTERVIEWS NON PARTICIPANT BEHAVIOR
  32. 32. INNOVATION MUST STARTLE.
  33. 33. CO NE AN E CE IC T IF IBU NS ED UM S GN R SI ATT ER ET HI M GH UN BREAKTHROUGH INNOVATION CATEGORY ENTRY DEVELOPMENT TICKET DEAD WOOD LO ET M W IDENTIFICATION OF UNMET NEEDS PROVIDES DIRECTION TO CREATE A PIPELINE OF CUSTOMER-CENTRIC INNOVATIVE SOLUTIONS.
  34. 34. ONLINE ANALYSIS MUST USE ALL THE HELP IT CAN TAKE FOR INNOVATION RESEARCH.
  35. 35. ADAPTIVE SELF-EXPLICATED APPROACHES FOR MULTIATTRIBUTE PREFERENCE MEASUREMENT TODAY CAN STATISTICALLY PREDICT PRODUCT BUNDLING.
  36. 36. 2 PS DIGITAL YC PERSONA H IC SYMBOLICAL AL BRAND AFFILIATIONS CONTENT TONE FUNCTIONALITY LIKEABILITY Psychical quadrant answers the fundamental question “What are you?”
  37. 37. HUMANS PAY ATTENTION TO WHAT
  38. 38. TO INJECT DIFFERENTIATION, THE ENGINE OF THE BRAND TRAIN, TAKES EXTREME FOCUS
  39. 39. SIMPLICITY DRIVES ENGAGEMENT. Simple is true.
  40. 40. AN EMPTIER WEBSITE IS AN ELEGANT WEBSITE.
  41. 41. 3 L NA IO SOCIAL APPROVAL OT GRAPHIC EM DESIGN SITE STYLE TRUST HEDONISM SINCERITY Emotional quadrant answers the fundamental question “What about you?”
  42. 42. ESTEEM MEASURES EXTENT OF LOVE AND RESPECT OF A BRAND.
  43. 43. AN APPEAL, THE BASIC IDEA WHY AN AUDIENCE SHOULD ACT, MUST STIR EMOTIONS TO MOTIVATE.
  44. 44. HIERARCHY EFFECTS IS IMMORTALIZED AS DAGMAR✞ ✞ Defining Advertising Goals for Measured Advertising Results.
  45. 45. ACCIDENTAL VISITOR GENUINE VISITOR UN AW AR E REGISTERED VISITOR AW BOOKMARKED VISITOR AR E KN OW USER THE LOYALTY LOOP LE DG E LI KE PURCHASED CUSTOMER N TIMES DECISION-MAKING PU RC PROCESS HA SE BLOGS ABOUT LO US YA LT Y BUY MACBOOK AD VO CAT E
  46. 46. THE ONLY FACTOR SCARCE IN THE DIGITAL WORLD OF ABUNDANCE IS HUMAN ATTENTION.
  47. 47. Relational quadrant answers the question “What about you and me?” AMBASSADOR ATTACHMENT ENDORSER RETENTION INFLUENCER/ BLOGGER ONLINE RE COMMUNITIES LA TI ON AL 4
  48. 48. A SHAREABLE STORY IS RETOLD ONLY BY CUSTOMERS.
  49. 49. INTERNET HAS INTENSIFIED CUSTOMER TOUCHPOINTS.
  50. 50. T R NE TE IN IN TE RN ET s Sal m oru Bu sletter Adv otio g spe Af Ci n a ss F fin vic rom keti ertis n ity ma New Sig sine ma g ge r gin ing Pu r blic ket a affa ing ck its n Pub Pa hib lic r elati irs Ex posals ons Direct m Pro ail e-Mails Trade shows Brand Voice mails Website outh Wo rd of m ne Web ho Let bann Telep ing ers ork ions Bu terh tw t sin ead Ne nta es s plo es Pu eme sC Prod ees Eph lication e Em ech bli es ucts Pub s ar Pr Service cit a y ds e Sp y r IN TE s RN ET ET RN TE IN
  51. 51. MONOLOGUE COMMUNICATIONS ARE A DISTANT PAST. SENDER RECEIVER MESSAGE
  52. 52. COLLABORATE WITH CUSTOMER GROUPS
  53. 53. STAY RELEVANT
  54. 54. RE L NA LA IO TI T ON RA AL HEAD HEART L NA PS IO YC OT HI EM CA L FOUR PIVOTAL QUADRANTS TO BUILD A STRONG BRAND
  55. 55. NOW THAT YOU’VE GOT YOURSELF A CHARISMATIC BRAND, LET’S SEE HOW TO INCREASE TRAFFIC TO WEBSITE..
  56. 56. FISH WHERE THE FISHES ARE.
  57. 57. ONLINE SEGMENTATION IS THE NATURAL SUM AGGREGATE OF THE VAST DIFFERENCES IN THE DIGITAL ECOSYSTEM. Identification of homogeneous customer subgroups that respond differently than other subgroups to be targeted with distinct marketing mix
  58. 58. SEGMENTATION IS THE HEART OF STRATEGY. To find unmet (or inadequately met) customer needs and wants; To identify product strengths that are unique and important; To determine how best to overcome product weakness; To identify market segments for which a particular product or new concept would be appealing.
  59. 59. ONLINE MARKETING ROADMAP 6 MEASURE 1 RESEARCH 5 ANALYZE 2 SEGMENT 4 ENGAGE 3 EMPOWER
  60. 60. RESEARCH THE FIRST DUTY TO SERVE CONSUMERS IS TO LISTEN TO THEM Use social listening tools; listen to your online consumers in digital/social media outlets, conduct ethnographic and netnographic research
  61. 61. SEGMENT Online Consumer Segments With advanced computational ability available to marketers today, sophisticated approaches, such as outcome-based or future response segmentation can help uncover hidden segments
  62. 62. EMPOWER Product sample, idea, beta testing, etc. Video, film, content Tools, widgets, apps, etc. Create pertinent and interesting social objects for target-tribes segmented
  63. 63. ENGAGE Product sample, idea, beta testing, etc. Social networks, blogs, customized web pages Video, film, content Video sharing sites online Tools, widgets, apps, etc. Websites, e-markets, e-mail, blog and microblog sites Engage various segments with their preferred media outlets and digital platforms
  64. 64. ANALYZE Website.com PRICE OF LIGHT CAN NEVER BE MORE THAN COST OF DARKNESS Enable sharing; test for paid advertising as well for stimulating online campaigns Use enterprise-class web and social analytic tools to analyze engagement effectiveness and traffic
  65. 65. MEASURE WHAT IS MEASURED IS MANAGED Track results to optimize response/reaction
  66. 66. LET’S UNDERSTAND LISTING PROCESS OF A SEARCH ENGINE Google.com, for instance, has stated that it uses about 200 factors within its search ranking algorithm to help boost position or remove as spam from its engine.
  67. 67. User Classifies data based Identifies taggable on taxonomy meta data Query Synonyms Inverted Classification Entity String to Query Index Engine Extraction Servers Search Engine-Side Client-Side Initial Result Set Localization Media Duplicate Removals Source Organic Filters Results Page Rank Search Personalization Algorithms User Behavioral Crawler
  68. 68. BY UNIQUE USERS. SEARCH ENGINES LOVE WEBSITES VISITED OFTEN BY USERS.
  69. 69. GET LINKS TRADE LINKS EXCHANGE LINKS CREATE BACKLINKS
  70. 70. REACH OUT. USE ARTICLE AND VIDEO SUBMISSION/DISTRIBUTION SERVICES.
  71. 71. E E. FR I NG E TH OM ES G IV DO YOU KNOW ANYONE WHO DOESN’T LOVE FREE STUFF?
  72. 72. IN GOOD TIMES YOU WANT TO ADVERTISE IN BAD TIMES YOU HAVE TO ADVERTISE
  73. 73. AFFILIATE MARKETING: GAIN MORE VISIBILITY IN Aggregator THE PAID AND THE NATURAL LISTINGS OF SERPs Review Sites Clients Rewards Sites Fee Affiliate Tracking Visitor Merchant Website Software Sale
  74. 74. Life time WHAT GETS MEASURED, Value GETS MANAGED. Branding Metrics Cost = Cost per Click (CPC) Quality = Conversion Volume = Unique Visitors/ Reach
  75. 75. ONLINE MARKETING DATA IS FREELY AVAILABLE; ANALYTICS HELPS MAKE GOOD DECISIONS WITH IT. VARIAB LE FEE NO FEE E FEE $30 ONE-TIM
  76. 76. LIKE A HUMAN, A LIVING BRAND, IS A PATTERN OF BEHAVIOR.
  77. 77. BRAND IDENTITY NEEDS TO BE CONTINUOUSLY ALIGNED WITH IMAGE.
  78. 78. STRONG BRANDS LETS YOU ⟦CONTROL⟧ YOUR DESTINY <AND>
  79. 79. ..HELPS BUILD A SUSTAINABLE COMPETITIVE ADVANTAGE
  80. 80. CALL US FOR RESULTS.
  81. 81. Sudio Sudarsan is Director of New York-based digital branding consultancy, 11^N. Contact us for digital market research, analytics, strategy formulation, brand education programs, innovation workshops, seminars, war games, creative audits, technology alignment, ROI measurement, and more. www.11powerN.com
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Digital interface has transformed branding. This keynote presentation discusses how to brand your products and services in this paradigm-changing media.

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