how the internet changed brands and branding
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@SEMitrofanov // Riga, #iLive2012
Sergei E.Mitrofanov for iLive conferenceRiga; May 22d, 2012
How the Internet changed brands and branding
BRANDFLIGHT1вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
It’s a real truth today: you can’t make the first
impression a second time
2вторник, 22 мая 12 г.
BRANDFLIGHTEXPERIENCE
@SE
Mitrofan
ov
3вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
Branding is management of
perception in peoples minds by making and
keeping promises
4вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
Some people think they know how to build brands. And even more – they think they are skilled to control them.
5вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012 BRANDFLIGHT
Obsessing about the past draws focus
away from future opportunities.
6вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
If we don’t use internet, it will exploit us...
7вторник, 22 мая 12 г.
@SE
Mitr
ofan
ov
BRANDFLIGHT8вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
A wealth of information leads to a dearth of attention
9вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
OUT OF CONTROL #1
• Today a distance between Love and Hate is just one touch!
10вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive201211вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive201212вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
Response VS
Silence
OUT OF CONTROL #2
13вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
Alert on glass in Baby Food...
14вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive201215вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive201216вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
•The Internet will never forget
OUT OF CONTROL #3
17вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive201218вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
It's easy today to go ON-line with any of your
ideas or businesses, but it is still hard not to get lost in
OFF-line world
19вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
LOYALTY!?BRAND?PEOPLE?
20вторник, 22 мая 12 г.
RELATIONSHIPBRAND•Introduced by INTERNET
•Connectivity focused
•Faster to build compared with equally valued transaction brands (5—15 years)
•Easier to extend into new categories
•Less traditional media marketing instead web, events, sponsoring, co-branding
•Constant flow of small innovations involving customers (type beta-testing)
•Loyalty is a state of mind
•Story telling, dream selling, refreshing narrative important
•Relationship branding creates opportunities
21вторник, 22 мая 12 г.
@SEMitrofanov // Riga, #iLive2012
THE FRIENDSHIP
•Sharing Values
•Surprise!
•Doing things together…for a common cause
= Creating loyalty
22вторник, 22 мая 12 г.
MARCHMONT Business Lab, Калининград // 17 мая 2012 BRANDFLIGHT
Cris
to R
ei, L
isbo
n, P
ortu
gal ©
Pho
to b
y SE
.Mitr
ofan
ov, A
pril
2008 who is ready for sharing
will succeed in the relationship economy
23вторник, 22 мая 12 г.
plsCHALLENGEME...SERGEY E. MITROFANOVSenior Brand StrategistBRANDFLIGHT International
+7 903 7243295
www.brandflight.comwww.medinge.org
@SEMitrofanov Sergei.Mitrofanov
24вторник, 22 мая 12 г.