This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Presentation: Brand Planning Roadmap for Digital Success Session name: Integrated Digital Brand Planning Speaker: Salman Abedin, Consultant & Masters Programme, Media Sciences, SZABIST.

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BRAND PLANNING ROADMAP
THE ROAD
TO DIGITAL
SUCCESS!

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BRAND PLANNING VS COMMS PLANNING
Brand Architecture
Positioning
Personality
IDEA
Tools for Communicating Idea

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Is digital marketing so different
that a new model is needed?
Or can conventional brand planning
models work?

5. Typical Comms Plan
Outdoor
Print
TV
Digital
BTL
@ideawala

6. Typical Digital Comms Plan
Outdoor
Print
Digital
TV
BTL
@ideawala

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Typical Urban Consumer Journey
Information
Online
Offline
Product Experience
Online
Offline
Purchase
Online
Offline
Post-Purchase
Online

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So what does it all mean?

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From making your brand work in the digital domain ….
….to digital branding

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KAPFERER’S
PRISM

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• Physique:
– This is the recognizable physical aspect of the
brand.
– In terms of digital marketing, this expands to
include the online spaces that the brand inhabits
and the community and brandosphere that is
nurtured and developed by the brand.

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• Personality:
– The brand’s character.
– When communication is expanded into the virtual
world, personality, values and tone of voice become
all the more important. All interactions in hyperspace, whether games or blogs, need to have the
same personality. Once the personality has been
set, there would be many things that the brand
cannot do online just like, based on
personality, people decide what to do and who to
hang out with.

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• Culture:
– The system of values that the brand inherits from
the company.
– In virtual terms, this becomes all consuming, as
the corporate entity needs to sort out its presence
online, and to decide how the brand will
communicate with the TA. Company values are
being constantly assessed at all times by
consumers before and after the purchase.

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• Relationship:
– The relation between brand and consumer, and also
between consumers, and how the brand facilitates this
relationship.
– In the virtual world, of course your brand could be
facebook, and be the ultimate facilitator of relationships,
or you might have to work at building a relationship with
consumers. Here, an interesting tribal insight comes into
play: Everyone does not have to be playing the same role
to be friends, in fact in a functioning tribe different people
play different roles. Hence, it is not essential for the brand
to be an exact replica of its target audience in personality
terms in order for it to have a good relationship.

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• Reflection (of the consumer):
– This is the stereotypical user of the brand.
– In Kapferers model, it is important for the brand
manager to know who the ideal consumer really is,
and to focus communication on this consumer.
– Online there will be many groups of consumers who
will engage with the brand, but the reflected
consumer is the one who the brand should seek to
target, and this reflected consumer should be used to
engage the other groups. Brand advocates and
bloggers with the right personas can be used to
engage online audiences here.

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• Self-image:
– The mirror the target group holds up to itself.
– The ideal self of the consumer. Brands must find
and talk to the ideal self. In the virtual world most
people put on their ideal self on display, and so
brands who connect in the avatar affected world
will be the most likely to succeed.

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Social digital triad
Brand Idea
Opportunistic
Brand Personality
Hygiene