branding in a digital age

CONFIDENTIAL, of 5

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Pacific Conferences Pte Ltd 5 Shenton Way, #26-08 UIC Building, Singapore 068808

Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

Draft Programme for Two-Day Conference On:

Branding in a Digital Age Capitalising on Integrated Strategies to Maximise Brand Engagement & Success

21 – 22 March 2011, Singapore

24 – 25 March 2011, Hong Kong

BRANDING TODAY

(1) Trends and Insights of the Branding Landscape in Asia

• Overview of the fast changing media landscape and its impact on branding

• Analysing consumers’ digital behaviours, attitudes and the drivers of their digital use

• Determining the impact of people’s digital media consumption, and harnessing this potential for your branding efforts

• Challenges that brands are facing in today’s market and how they can be addressed

[Presentation] 50min +

10min Q&A

BUILDING BRAND IDENTITY

(2) Building a Successful Brand Online with your Brand Values

• Augmenting your brand identity online: dos and don’ts

• Breaking down the organisational silos: incorporating the digital strategy across all communication touch points

• How <Company> tapped on digital resources to strengthen their brand’s positioning

• Ensuring that your online branding efforts are sustainable and will deliver on your brand promise

[Case Study] 50min +

10min Q&A

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SEO BRANDING

(3) Boosting <Company>’s Brand Visibility through Search Engine Optimisation (SEO)

• Technology behind search: Capitalising on both standard and organic SEO for <Company>

• Identifying the most relevant keywords, tags and links to build custom search strategies for your markets

• How <Company> developed a search strategy that drove high-quality traffic to their site and enhanced on-site branding efforts

• Sales conversion: How <Company> engaged customers from search to purchase

• Leveraging on your brand’s fans: driving leads from social groups to your site by tapping on their web presence

[Case Study] 50min +

10min Q&A

BRAND EXPERIENCE (I)

(4) <Company>’s Case Study: Designing an Experience that Connects Emotionally with Consumers

• Understanding your consumers’ need for content and community within the social sphere

• Developing a consumer-centric campaign: How <Company> engaged its consumers and weaved its brand into their consumers’ social fabric

• How <Company> engaged its consumers consistently to ensure relevance in their social conversations

• Potential challenges and pitfalls in designing digital brand experiences and how to overcome them

[Case Study]50min +

10min Q&A

BRAND EXPERIENCE (II)

(5) <Company>’s Case Study: Involving your Customers in your Branding Efforts

• The fine line between maintaining and relinquishing control of your brand to your consumers, and how this affects branding today

• Co-creation initiatives: How <Company> collaborated with consumers to augment its brand

• How <Company> leveraged on digital as a word-of-mouth medium to maximise consumers’ conversations for its brand referral

• How <Company> aligned its customers’ inputs with its brand values

• Digital campaign management: how to effectively monitor and quantify the results of your digital experiential campaign

[Case Study]50min +

10min Q&A

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BRAND DIFFERENTIATION

(6) How <Company> Stood out from the Crowd with its Distinctive Competitive Advantage

• Bringing your brand’s unique selling point onto the digital realm

• Analysing your customer’s drivers for digital activity and meeting their needs to differentiate your brand experience

• Carving out a niche: How <Company> made its online experience stand out from the rest

• When digital differentiation backfires: how to mitigate losses and regain your customers’ devotion online

[Case Study]50min +

10min Q&A

BRAND LOYALTY

(7) Best Practices from <Company> in Driving Customer Affinity

• Developing digital initiatives to complement existing brand loyalty programmes

• How <Company> leveraged on its digital customer intelligence resources to provide them with a seamless offline to online experience

• Generating brand advocates: building online relationships with your customers and leveraging on their social networks to enhance your brand

• Challenges faced in <Company>’s digital customer relationship management and how they were overcame

[Case Study]50min +

10min Q&A

GOING MOBILE WITH BRANDING

(8) <Company> Case Study: Enhancing Brand & Customer Interaction Instantaneously

• Tracking the acceleration of mobile adoption and use globally and regionally

• Capitalising on various mobile applications, tools and services for cohesive mobile branding efforts

• How <Company> built its brand identity and increased brand awareness through mobile initiatives

• Real-time experiences: leveraging on mobile and location-based technologies to truly involve and engage consumers

• Evaluating the measure of success of your mobile campaign

[Case Study]50min +

10min Q&A

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MULTI-PLATFORM BRANDING

(9) Integrating Digital with Existing Branding Efforts

• Developing an integrated strategy across multiple platforms for a consistent brand message

• How <Company> complemented existing branding strategies with digital initiatives

• Harnessing customer adoption of applications across mobile, gaming and social networking sites to create a synergised brand experience across multiple platforms

• Optimising budget allocation for multi-channel branding effectiveness

[Case Study]50min +

10min Q&A

EMPLOYER BRANDING

(10) More with Less: How <Company> Built its Image & Reputation through Effective

Employer Branding

• How the digital world affects employer brand management: what remains constant, and what has changed?

• <Company>’s case study: How <Company> engaged its employees with digital initiatives, accelerated employee buy-in, and instilled core brand values within the organisation

• Employee empowerment: designing a digital strategy that complements your offline employer branding

• Building and optimising relationships with your employees and customers digitally

[Case Study]50min +

10min Q&A

OPINION LEADERSHIP & BRANDING

(11) Leveraging on Opinion Leaders for Brand Building

• Identifying the influencers on the digital landscape – who are the employees and fans with digital clout?

• How <Company> elevated their brand message and achieved media attention through opinion leaders

• Building on your brand value and advocacy through digital conversations sparked by opinion leaders and their networks

• Challenges faced and how to rope in the opinion leaders for successful digital brand management

[Case Study]50min +

10min Q&A

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BRAND REPUTATION RISK MANAGEMENT

(12) Protecting your Brand’s Reputation on Digital Platforms

• The rise of the powerful new-age consumer: why your brand isn’t yours alone anymore

• Learning from <Company>’s framework and initiatives in building a digital reputation risk management strategy

• Insulating your brand and managing the crisis online and offline when your brand takes a hit

• Building up goodwill for your brand: increasing your brand value through credibility and trustworthiness

• Rebranding: Crisis recovery strategies to avert backlash and strengthen your brand

[Case Study]50min +

10min Q&A

MEASURING ROI OF BRANDING EFFORTS

(13) Evaluating the Effectiveness of your Digital Branding Strategy

• Setting measurable goals or your branding initiatives

• Tools and metrics in ROI measurement: how to place a quantifiable return value on the intangibility of digital branding

• Relating digital ROI with that of current branding campaigns to obtain top management buy-in

• How to ascertain the level of effectiveness and leverage on results to improve subsequent digital campaigns

[Presentation]50min +

10min Q&A

branding in a digital age

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