branding online
DESCRIPTION
TRANSCRIPT
BRANDING ONLINE
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BRANDING
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YES
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Costs
Value
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A Promise
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Passive
Active
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Strategy
Expression
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Behaviour
Visually
Messaging
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• Distinctive• Memorable• Flexible• Adaptable• Contemporary• Durable• Pleasing
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In the head of the consumer
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Market Intelligence
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Online
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No impact on definition
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Online businesses vs
Online channel
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• Ease of use• Relevant features• Response times• Reliability• Currency• Pricing• Consistency• True of voice
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• Consistent repetition• Interface representing the brand• Use of technology• Colour reproduction
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• Website- engaging – interactive,
sticky- correct information –
instantly updatable- has a purpose, website
business plan
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• EDM- segmented, dynamic based
on attributes- relevancy, based on opt-in- timely, based on user stats- measure return on
investment, relate this back to brand
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• Social media- monitor first (listen)- deduce appropriate
communication- have a strategy (reason
and plan)- measure results
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You need a success plan
Strategise Create Engage Monitor MeasureResearch
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• User behaviour- are people interacting,
such as retrieving information?• Measure engagement
- are people responding
accordingly?• Measure sentiment
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Everyone
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Some Tips
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• Online in the plan• Monitor and respond• Test before use• Visual consistency and coordination• Message consistency and
coordination• Behaviour consistency and
coordination
THANK YOU(for not going to sleep)