strategies for digital branding inseec london - 1st lesson september 2014
DESCRIPTION
First presentation with Sofie Sandell at INSEEC university - introduction to online branding.TRANSCRIPT
Strategies for digital
branding
Twitter @Soffi_Propp
About me
Lecturer in digital strategies at INSEEC university in London
Trainer in digital leadership and creativity
Used to work in large corporate such as Bureau Veritas, BSI Business Information and
ITV
Been in roles such as Website Manager, Ecommerce Manager and Digital Marketing
Manager
My favourite online networks are Facebook, LinkedIn, Twitter, MeetUp and Harvard
Business Review Blog
New book about Digital Leadership published September 2013
Digital branding
People don’t care if a brand is communicating a digital
message or a non-digital message. They care about how
they feel about the brand….
A brand is not a product
”A product is something that is made in a factory;
a Brand is something that is bought by a customer.
A product can be copied by a competitor;
a Brand is unique.
A product can be quickly outdated;
a successful Brand is timeless.”
Stephen King
WPP Group, London
Brain game
Basic brain knowledge
Connections
Neurons
Synapses
Patterns
Repetition -
- You learn what a brand stand for
Associations - The brain doesn't just store factual information about brands, it stores sensory
perceptions, emotions and learned behaviours. These are stored as sets of
associations.
The greater the frequency and the emotional response, the deeper the tracks
Brand building
People make their decisions with their emotions.
It starts with the people who works inside the
organisations. They have to know what they stand for.
Then you spread the message from there…
A brand =
a promise made and a promise kept
If you can’t keep it
then don’t say it!
Case study Volvo Trucks
• The ballerina
• The crane
• The split
https://www.youtube.com/results?search_query=volvo+tr
ucks
Integrity and identity
What are your associations to After Eight?
Usage? Experience? When?
Please write down as a mind-map in groups of 4 people.
“Consumers should perceive After Eight as a uniquely
presented, wafer-thin, high quality mint chocolate, which is
enjoyed after a relaxed dinner or on comparable occasions.
It should be associated with the elegance, sophistication and
social status of the good hostess and of her guests.
As an affordable token of friendship or appreciation, it reflects
the good taste of the giver and will flatter the receiver.”
Guess when this was written????
Group workAnalysis of different UK brands online
1) Do a brand mind-map of associations you feel about the brand
2) Where is the brand present online? Website, social media, mobile apps?
- Write down where the brand is digital - and analyse how they are doing
Brand ideas:
•Tate modern
•Fortnum & Mason
•Rolls Royce
•Barclays
•Waitrose
•Marmite
•Ritz (hotel & afternoon tea)
•Whisky
•Gin
•Tea, coffee, milk