bcit-digitalbranding-week1 (1)

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MKTG 3554: Digital Branding

Fall 2016Thursdays Rachel Segalrachel.segal@gmail.com

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The Fine Details...

Thurs Sept 15 - Thurs Dec 15:30 - 8:30Rm. 370

Core TopicsDigital Branding in Perspective

Strategy & Measurement

The Digital Toolkit

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Course Outcomes

● Discuss fundamentals of digital branding, digital brand strategy and measurement.

● Determine critical success factors for measuring digital brand return on investment (ROI).

● Gain insight into a user’s digital journey.● Leverage digital brand data within multiple online

channels.● Explain the contents of a brand’s digital toolkit.● Discuss the importance of data in providing salient

and meaningful digital strategies for established or emerging brands.

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Today’s Agenda

Class One: Introduction to Digital Branding●Define a business brand and its

foundation●Identify the key attributes to brand

positioning●Describe the importance of developing a

brand story

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Timing

5:30 - 6:45pmIntroductionsWhat is a brand?The digital shift

6:45 - 7:00pmBreak

7:00 - 8:15pmBrand MessagingOnline Storytelling

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A Little About Me

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Pt. 1 What Is A Brand?

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What Is A Brand

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What Is A Brand

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What Is A Brand

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What Is A Brand

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What Is A Brand

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So...

What makes Apple...Apple?

How do you think Apple’s brand image has changed over the years...and why?

How much of Apple’s brand is about the product? The image? Steve Jobs?

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But enough about Apple

What kind of phone do you have?

Why?

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But the question remains...what is a brand?

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Let’s Ask Google...

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Where It All Began

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Who’s The Cowboy?

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Brand Equity

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Brand Equity

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Brand vs. Product Value

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On the other hand...

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Without a logo...

Is there a brand?

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Class Exercise #1

Break into groups of 3-4

Identify the brands you are consciously loyal to...and actively avoid.

1. How much of your decision making is about the brand vs. the product?

2. How did you find out about the brand?3. For loyal: do you ‘keep in touch’ with the brand online?4. For avoid: do you notice the brand online?

Take 10 minutes to discuss, then we’ll go around the room.

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Ok, but...

What is a brand?

The collective perceptions and impressions people have formed about an organization, its products and/or its services, whether through direct (ads/purchase) or indirect (word-of-mouth) interactions.

Any noun can have a brand, including people, places and things.

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Harper vs. Trudeau

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Harper

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Trudeau

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Oh COME ON...

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The Risk...

Social media users “tend to aggregate in communities of interest, which causes reinforcement and fosters confirmation bias, segregation, and polarization.”

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The echo chamber

As marketers, we have to be conscious of our

own biases, blinders and the forces that keep

us looking a certain way.

We collectively have the ability to be more or

less informed because of the internet.

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What does this mean for brands?

How do you break through?

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Brexit: Extreme Case

We’re increasingly surrounded by Yes Men and

Women and we’re unconsciously isolating

ourselves from the rest of the world.

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BREAK FOR 15 MINUTES

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Pt. 2: Brand Positioning

Three elements to consider:

The Story The Price The Product

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What’s most important?

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Class Exercise #2

Individually identify a brand that is defined by it’s story. What about price? And finally, the product.

What ‘makes’ each example what it is? How are they positioned?

Take 5 minutes to consider, then we’ll go around the room.

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Your Competition

Part of understanding your brand’s positioning is having a clear view of who you are in relation to your competitors.

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Consider...

Have you ever had to find a roommate?

Or hire someone?

How do you screen?

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Your turn...

Team up with a new group of 3-4 people.

Pick a brand, any brand...that has a clear story.

Now consider their competition…

How do you stand out? What is your brand positioning?

Take 10 minutes to discuss, then designate a new spokesperson to present.

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Successful brand positioning creates a distinctive impression and strong association with something specific/positive within the mind of your customer.

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Positioning Statement

▪ Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?

▪ Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers?

▪ Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?

▪ Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

Reference: http://cultbranding.com/ceo/create-strong-brand-positioning-strategy/

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Amazon (2001)

For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

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Zipcar (2000)

To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car-sharing service instead of owning a car, you save money while reducing your carbon footprint.

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Part 3: Telling a Story

Who here has heard the term “digital storytelling” before?

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IKEA

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What do you think?

Do we need to always cater to ‘the sad’ to make an impact?

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Why It Works

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

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Questions?

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For Next Week

Pages 1-20 in Digital Branding

Bring with you…- One example of a positive interaction with a

brand online- One example of a negative/neutral

interaction with a brand online