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Brand building in the digital era




                                                    Rotterdam, June 5th 2012

Tuesday, June 5, 2012
BRAND BUILDING
                        IN THE DIGITAL ERA
                                Tom De Bruyne
                            tom@sueamsterdam.com
                            www.sueamsterdam.com
                                @tomdebruyne




Tuesday, June 5, 2012
4 FUNDAMENTAL
                        CHANGES


Tuesday, June 5, 2012
I. DIGITAL IS THE OPERATING
                     SYSTEM OF THE WORLD
                        Digital has got nothing to do with media




Tuesday, June 5, 2012
Advocacy drives growth

                         DIGITAL IS A
                        REVOLUTION IN
                          CONSUMER
                          BEHAVIOR

Tuesday, June 5, 2012
HOW DOES DIGITAL WORK:
        CONVERSION THROUGH SHARING

                     active consumer:                                                                                passive consumer:
              searches for product excitement                                                                 stumbles upon product excitement


                                                          SEO
                                                     Reviews
                                                      Ratings                                                    Content
                                          Conversion boosters
                                               Brand content




           The	
  engine	
  for	
  digital	
  influence	
  is	
  sharing.	
  Sharing	
  impacts	
  both	
  the	
  ac8ve	
  searching	
  consumer	
  and	
  the	
  
           passive	
  consumer	
  who	
  discovers	
  stuff	
  they	
  love.




Tuesday, June 5, 2012
HOW COME THIS 10m2 BANGKOK
         TAILOR IS SO SUCCESSFUL?




Tuesday, June 5, 2012
II. REED’s LAW
     The value of a human network grows exponentially when every
                  node in the netwerk can form groups




Tuesday, June 5, 2012
Networked people generate
         powerful network effects
           1.	
  Crea(ve	
  capital	
  (e.g.	
  www.openideo.com)	
  
           2.	
  Financial	
  capital	
  (e.g.	
  www.kickstarter.com)	
  	
  
           3.	
  Social	
  capital	
  (e.g.	
  #pukkelpop)
           4.	
  Intellectual	
  capital	
  (e.g.	
  www.innocen(ve.com)	
  
           5.	
  Mobilising	
  power	
  (e.g.	
  Occupy,	
  Greenpeace)




Tuesday, June 5, 2012
http://www.treehugger.com/files/
                        2010/03/nestle-greenpeace-power-
                                  of-internet.php!




Tuesday, June 5, 2012
AND YET WE KEEP
                        INSISTING THAT DIGITAL IS
                         A MEDIA THING. LETS DO
                        A VIRAL ON SOCIAL MEDIA




Tuesday, June 5, 2012
III. PERSUASION EATS STRATEGY
                  FOR BREAKFAST
         The science of persuasion design is rapidly undermining the
                        relevance of classical branding




Tuesday, June 5, 2012
HOW DOES DIGITAL WORK:
        CONVERSION THROUGH SHARING

                     active consumer:                                                  passive consumer:
              searches for product excitement                                   stumbles upon product excitement


                                                    SEO
                                               Reviews
                                                Ratings                           Content
                                    Conversion boosters
                                         Brand content




                             Persuasive	
  apps	
  such	
  as	
  Groupon,	
  vente-­‐exclusive	
  
                               hotelveilingen.nl,...	
  all	
  trigger	
  impulse	
  buying
                                                             ...


Tuesday, June 5, 2012
Design for word of mouth:
                 It’s called “keep the change”, not             Design for behavioral change:
                      “debet gold plus service”                 triggering automatic saving behavior




                                          Design for excitement:
                                  People connect with the idea, recommend it
                                  and actuallystarted to follow their progress.



                                                                                          SUEAMSTERDAM
Tuesday, June 5, 2012
The best anti-smoking campaign is
           about manipulating the choice architecture

                                Advertising
                                  Smoking kills
                           Behavioral economics
                           Make smoking very expensive




                                                         SUEAMSTERDAM
Tuesday, June 5, 2012
SUEAMSTERDAM
Tuesday, June 5, 2012
How to convince ignorant online buyers of the danger of online counterfeit medicines




                                                         hIp://www.stuffworthsharing.com/medi-­‐plaza/




                                                                                                SUEAMSTERDAM
Tuesday, June 5, 2012
Game Design




             hIp://codingconduct.cc/Don-­‐t-­‐Play-­‐Games-­‐With-­‐Me                      When	
  a	
  game	
  designer	
  looks	
  at	
  a	
  music	
  academy,	
  
             hIp://www.slideshare.net/dings/pawned-­‐gamifica(on-­‐and-­‐its-­‐discontents                 he	
  sees	
  a	
  broken	
  game	
  design.
                                                                                                           Compare	
  that	
  to	
  Guitar	
  Hero.
             hIp://www.youtube.com/watch?v=6Hafzkwdwho	
  (Dutch)




                                                                                                                                                    SUEAMSTERDAM
Tuesday, June 5, 2012
Persuasion Design


                                 How to get more tips?
                                 How to get more callers?
                                 How to reduce non-show up?




                                                              SUEAMSTERDAM
Tuesday, June 5, 2012
IV. We’re on the verge of phase
               change to a new economic
                        The crisis is a system crisis, not just a financial crisis




Tuesday, June 5, 2012
Nobel	
  prize	
  winning	
  economist	
  Joe	
  S?glitz:
                        “The shift necessitates a fundamental change in our prevailing theory of the
                        firm… The current theory holds that the singular goal of the corporation
                        should be shareholder value maximization. Instead, companies should place
                        customers at the center of the firm and focus on delighting them, while
                        earning an acceptable return for shareholders.”


                        Source: http://www.forbes.com/sites/stevedenning/2012/01/31/is-the-us-
                        in-a-phase-change-to-the-creative-economy/




Tuesday, June 5, 2012
IMPLICATIONS
                        FOR CREATIVE
                           IDEAS

Tuesday, June 5, 2012
Forget creative communication
                                ideas, embrace


                          SMART
                          IDEAS
Tuesday, June 5, 2012
Tuesday, June 5, 2012
PRODUCT




Tuesday, June 5, 2012
What	
  sets	
  a	
  digital	
  branding	
  idea	
  apart	
  from	
  a	
  classical	
  branding	
  idea	
  is	
  
                 not	
  the	
  use	
  of	
  media	
  but	
  the	
  way	
  it	
  takes	
  into	
  account	
  how	
  digital	
  
                 people	
  make	
  decisions	
  today


                 Digital	
  ideas	
  aim	
  at	
  influencing	
  connected	
  people	
  through	
  leYng	
  them	
  
                 stumble	
  upon	
  the	
  excitement	
  of	
  others.	
  Digital	
  ideas	
  generate	
  a	
  
                 persuasive	
  chain	
  reac(on.	
  
                 Some(mes	
  this	
  has	
  got	
  nothing	
  to	
  do	
  with	
  media	
  or	
  with	
  online.




Tuesday, June 5, 2012
Don’t design for impact

                        CREATE STUFF
                           WORTH
                          SHARING

Tuesday, June 5, 2012
Tuesday, June 5, 2012
Tuesday, June 5, 2012
www.whopperfreakout.com


Tuesday, June 5, 2012
Forget campaign ideas

                           THINK
                        COMMITMENT
                           IDEAS

Tuesday, June 5, 2012
BABY ELEPHANT




                                  © Boondoggle Amsterdam
                                 T +31 (0)20 716 3717
                                www.boondoggle.eu

Tuesday, June 5, 2012
NIKE RUNNING

            BRAND COMMITMENT                                                    DIGITAL ECOSYSTEM                                            SMART IDEAS



     The	
  genuine	
  difference	
  the	
  brand	
  wants	
  
                                                                        From	
  traffic	
  and	
  reach	
  to	
  contact:	
     Ideas	
  that	
  fuel	
  interac<on,	
  excitement	
  
     to	
  make	
  in	
  people’s	
  life,	
  derived	
  from	
  
                                                                        A	
  lightweight	
  website                           and	
  advocacy.	
  Ideas	
  that	
  convert	
  fans	
  
     the	
  brand’s	
  DNA
                                                                                                                              into	
  followers




    TO	
  LIBERATE	
  RUNNERS	
  FROM	
  
    BOREDOM
                                                                    Facebook	
  as	
  Backbone




Tuesday, June 5, 2012
Embrace serendipity

                         CONVERSATION
                        MARKETING IS THE
                        NEW ADVERTISING



Tuesday, June 5, 2012
Tuesday, June 5, 2012
Advertising has a role

                             USE
                        ADVERTISING
                        AS SPOTLIGHT

Tuesday, June 5, 2012
NIKE TAKE
                        MOKUM




                                  © Boondoggle Amsterdam
                                 T +31 (0)20 716 3717
                                www.boondoggle.eu

Tuesday, June 5, 2012
THE AGENCY OF
                         THE FUTURE...
                           AND YOU

Tuesday, June 5, 2012
KEEP IN TOUCH
              @tomdebruyne
              pinterest.com/tomdebruyne
              @sueamsterdam
              www.sueamsterdam.com
              tom@sueamsterdam.com
              dinges@sueamsterdam.com




Tuesday, June 5, 2012

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Brand building in the digital era

  • 1. Brand building in the digital era Rotterdam, June 5th 2012 Tuesday, June 5, 2012
  • 2. BRAND BUILDING IN THE DIGITAL ERA Tom De Bruyne tom@sueamsterdam.com www.sueamsterdam.com @tomdebruyne Tuesday, June 5, 2012
  • 3. 4 FUNDAMENTAL CHANGES Tuesday, June 5, 2012
  • 4. I. DIGITAL IS THE OPERATING SYSTEM OF THE WORLD Digital has got nothing to do with media Tuesday, June 5, 2012
  • 5. Advocacy drives growth DIGITAL IS A REVOLUTION IN CONSUMER BEHAVIOR Tuesday, June 5, 2012
  • 6. HOW DOES DIGITAL WORK: CONVERSION THROUGH SHARING active consumer: passive consumer: searches for product excitement stumbles upon product excitement SEO Reviews Ratings Content Conversion boosters Brand content The  engine  for  digital  influence  is  sharing.  Sharing  impacts  both  the  ac8ve  searching  consumer  and  the   passive  consumer  who  discovers  stuff  they  love. Tuesday, June 5, 2012
  • 7. HOW COME THIS 10m2 BANGKOK TAILOR IS SO SUCCESSFUL? Tuesday, June 5, 2012
  • 8. II. REED’s LAW The value of a human network grows exponentially when every node in the netwerk can form groups Tuesday, June 5, 2012
  • 9. Networked people generate powerful network effects 1.  Crea(ve  capital  (e.g.  www.openideo.com)   2.  Financial  capital  (e.g.  www.kickstarter.com)     3.  Social  capital  (e.g.  #pukkelpop) 4.  Intellectual  capital  (e.g.  www.innocen(ve.com)   5.  Mobilising  power  (e.g.  Occupy,  Greenpeace) Tuesday, June 5, 2012
  • 10. http://www.treehugger.com/files/ 2010/03/nestle-greenpeace-power- of-internet.php! Tuesday, June 5, 2012
  • 11. AND YET WE KEEP INSISTING THAT DIGITAL IS A MEDIA THING. LETS DO A VIRAL ON SOCIAL MEDIA Tuesday, June 5, 2012
  • 12. III. PERSUASION EATS STRATEGY FOR BREAKFAST The science of persuasion design is rapidly undermining the relevance of classical branding Tuesday, June 5, 2012
  • 13. HOW DOES DIGITAL WORK: CONVERSION THROUGH SHARING active consumer: passive consumer: searches for product excitement stumbles upon product excitement SEO Reviews Ratings Content Conversion boosters Brand content Persuasive  apps  such  as  Groupon,  vente-­‐exclusive   hotelveilingen.nl,...  all  trigger  impulse  buying ... Tuesday, June 5, 2012
  • 14. Design for word of mouth: It’s called “keep the change”, not Design for behavioral change: “debet gold plus service” triggering automatic saving behavior Design for excitement: People connect with the idea, recommend it and actuallystarted to follow their progress. SUEAMSTERDAM Tuesday, June 5, 2012
  • 15. The best anti-smoking campaign is about manipulating the choice architecture Advertising Smoking kills Behavioral economics Make smoking very expensive SUEAMSTERDAM Tuesday, June 5, 2012
  • 17. How to convince ignorant online buyers of the danger of online counterfeit medicines hIp://www.stuffworthsharing.com/medi-­‐plaza/ SUEAMSTERDAM Tuesday, June 5, 2012
  • 18. Game Design hIp://codingconduct.cc/Don-­‐t-­‐Play-­‐Games-­‐With-­‐Me When  a  game  designer  looks  at  a  music  academy,   hIp://www.slideshare.net/dings/pawned-­‐gamifica(on-­‐and-­‐its-­‐discontents he  sees  a  broken  game  design. Compare  that  to  Guitar  Hero. hIp://www.youtube.com/watch?v=6Hafzkwdwho  (Dutch) SUEAMSTERDAM Tuesday, June 5, 2012
  • 19. Persuasion Design How to get more tips? How to get more callers? How to reduce non-show up? SUEAMSTERDAM Tuesday, June 5, 2012
  • 20. IV. We’re on the verge of phase change to a new economic The crisis is a system crisis, not just a financial crisis Tuesday, June 5, 2012
  • 21. Nobel  prize  winning  economist  Joe  S?glitz: “The shift necessitates a fundamental change in our prevailing theory of the firm… The current theory holds that the singular goal of the corporation should be shareholder value maximization. Instead, companies should place customers at the center of the firm and focus on delighting them, while earning an acceptable return for shareholders.” Source: http://www.forbes.com/sites/stevedenning/2012/01/31/is-the-us- in-a-phase-change-to-the-creative-economy/ Tuesday, June 5, 2012
  • 22. IMPLICATIONS FOR CREATIVE IDEAS Tuesday, June 5, 2012
  • 23. Forget creative communication ideas, embrace SMART IDEAS Tuesday, June 5, 2012
  • 26. What  sets  a  digital  branding  idea  apart  from  a  classical  branding  idea  is   not  the  use  of  media  but  the  way  it  takes  into  account  how  digital   people  make  decisions  today Digital  ideas  aim  at  influencing  connected  people  through  leYng  them   stumble  upon  the  excitement  of  others.  Digital  ideas  generate  a   persuasive  chain  reac(on.   Some(mes  this  has  got  nothing  to  do  with  media  or  with  online. Tuesday, June 5, 2012
  • 27. Don’t design for impact CREATE STUFF WORTH SHARING Tuesday, June 5, 2012
  • 31. Forget campaign ideas THINK COMMITMENT IDEAS Tuesday, June 5, 2012
  • 32. BABY ELEPHANT © Boondoggle Amsterdam T +31 (0)20 716 3717 www.boondoggle.eu Tuesday, June 5, 2012
  • 33. NIKE RUNNING BRAND COMMITMENT DIGITAL ECOSYSTEM SMART IDEAS The  genuine  difference  the  brand  wants   From  traffic  and  reach  to  contact:   Ideas  that  fuel  interac<on,  excitement   to  make  in  people’s  life,  derived  from   A  lightweight  website and  advocacy.  Ideas  that  convert  fans   the  brand’s  DNA into  followers TO  LIBERATE  RUNNERS  FROM   BOREDOM Facebook  as  Backbone Tuesday, June 5, 2012
  • 34. Embrace serendipity CONVERSATION MARKETING IS THE NEW ADVERTISING Tuesday, June 5, 2012
  • 36. Advertising has a role USE ADVERTISING AS SPOTLIGHT Tuesday, June 5, 2012
  • 37. NIKE TAKE MOKUM © Boondoggle Amsterdam T +31 (0)20 716 3717 www.boondoggle.eu Tuesday, June 5, 2012
  • 38. THE AGENCY OF THE FUTURE... AND YOU Tuesday, June 5, 2012
  • 39. KEEP IN TOUCH @tomdebruyne pinterest.com/tomdebruyne @sueamsterdam www.sueamsterdam.com tom@sueamsterdam.com dinges@sueamsterdam.com Tuesday, June 5, 2012