How to kill a brand

•

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Over the past few years, there has been an explosion of brand presence in the online world at the same time that, being on web has become a strategic choice for small companies and their business. The Internet has completely changed the way we communicate brands but also how consumers may perceive it. From social media to digital advertising, and newsletters to online campaigns, the way to expose a company’s identity has become varied and complex. We all agree that an easy and simple way to identify a company or a business is by their logo. However, the logo per se does not a brand or identity make. So, are you sure you know how to communicate your brand or are you ready to commit a crime? This presentation is inspired by: The brand gap by Marty Neumeier Zag by Marty Neumeier Designing Brand Identity by Alina Wheeler Wally Olins: the brand handbook by Wally Olins

Marketing Technologie Business

HELLO!
GEOMETRIA , Medium, 80pt
FONT USED

GEOMETRIA , Medium, 80pt
FONT USED
I AM
and this presentation contains subliminal messages
CHIARA

SO HOT?
WHY ARE BRANDS
…and why do we all want one?

Once upon a time….
FACTORIES

Once upon a time….
CAPITAL

Once upon a time….
PATENT

Today
INTELLECTUAL

CLUTTER

CLUTTER

CLARITY

little questions
Who are you?
3
What do you do?
Why does it matter?

WHO?
the only motorcycle manufacture
WHAT?
that produces original and timeless
motorbikes
WHY?
for people who want to ride an icon  
of style
vespa.com

WHO?
a global community
WHAT?
that spreads the love for analogue
photography
WHY?
for people who ignite a new style of
artistic experimental photography
lomography.com

What makes Joomla! the only one?
Joomla! is the only
that .
worldwide project
builds a community around digital publishing and collaboration

WHO?
the only contributor-driven project
WHAT?
that develops award-winning web
solutions
WHY?
for a community who wants to build
secure, easy-to-use and powerful
digital applications
joomla.org

CONFUSION

Malpensa Airport, Milan 2014
APPLE?!

by Sacha Goldberger
RIDERS

by Sacha Goldberger
RIDERS

CONFUSION

COHERENCE

little question
1
Are you remarkable?

Coca Cola 2013
OPEN HAPPINESS

Diesel, 2010
BE STUPID

Joomla! 
Brandmark
Joomla! 
Logotype
Joomla! 
Tagline
The Registered mark
protects Joomla!

COLDNESS

December 2013
UPS. We [heart] logistics

Barilla
Italy’s No.1 PastaSeptember 2013
Barilla. The choice of Italy.

COLDNESS

CARE

Our emotions change the way we think,  
and serve as constant guides to appropriate
behavior, steering us away from the bad,  
guiding us toward the good.
Donald A. Norman
EMOTIONAL DESIGN

little question
1
How does it
make you feel?

JUST DO IT.
Self-achievement
nike.com

Tokyo. Launch of Mini iPad
THINK DIFFERENT
Desire to belong

How does Joomla!
make you feel?
little question for you
1

THANK YOU!

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AI is transforming the marketing landscape by pioneering the creation of dynamic marketing videos, crafting compelling stories in real-time, and developing automated, personalized responses based on intricate customer data analysis. With advanced machine learning and natural language processing capabilities, AI tools are now adept at producing engaging and highly targeted video content that resonates with the audience's specific interests and behaviors. These AI systems can analyze viewer reactions and engagement metrics to refine video elements, ensuring each story is more captivating than the last. Furthermore, AI excels in real-time storytelling, adapting narratives on the fly to maintain viewer interest and engagement. It can also interpret and respond to customer interactions with personalized messages, offering solutions, recommendations, or information tailored to each individual's unique journey and preferences. This level of personalization and adaptability in video marketing was once a distant dream but is now a powerful reality, thanks to AI's continuous evolution and learning.

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

What is Google Search Console and What is it provide?

What is Google Search Console and What is it provide?

What is Google Search Console and What is it provide?

How to utilize calculated properties in your HubSpot setups

How to utilize calculated properties in your HubSpot setups

How to utilize calculated properties in your HubSpot setups

Social Media Marketing PPT-Includes Paid media

Social Media Marketing PPT-Includes Paid media

Social Media Marketing PPT-Includes Paid media

Social media, ppt. Features, characteristics

Social media, ppt. Features, characteristics

Social media, ppt. Features, characteristics

Attribution models sound like a smart way to allocate credit to your different ad campaigns. But, they're inherently built from flawed and incomplete data, meaning that it's impossible to assign credit to the right campaigns. This means that they are almost certainly making you draw the wrong conclusions. Rich is going to explain how you change that, and break down how incrementality models can help you make better decisions with your creative, your strategy and your media buying Key Takeaways: - Attribution and Measurement are different things - Attribution is not sufficient for measuring the impact of your marketing campaigns - Increasing privacy thresholds mean that it will only get worse at this - Incrementality, captured through several methods, is the most powerful method at our disposal to capture and deliver growth

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Richard Ingilby

The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Search Engine Journal

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The+State+of+Careers+In+Retention+Marketing-2.pdf

The+State+of+Careers+In+Retention+Marketing-2.pdf

The+State+of+Careers+In+Retention+Marketing-2.pdf

SEO in a World of AI Presentation Description (150 words max): Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search. Key Takeaways: 1. Have a plan to prepare for search generative experience (SGE) 2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha 3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEO

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx

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Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

Brand experience Dream Center Peoria Presentation.pdf

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BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin

BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin

BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin

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Major SEO Trends in 2024 - Banyanbrain Digital

Major SEO Trends in 2024 - Banyanbrain Digital

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Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...

Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...

Digital Strategy Master Class - Andrew Rupert

Digital Strategy Master Class - Andrew Rupert

Digital Strategy Master Class - Andrew Rupert

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

What is Google Search Console and What is it provide?

What is Google Search Console and What is it provide?

What is Google Search Console and What is it provide?

How to utilize calculated properties in your HubSpot setups

How to utilize calculated properties in your HubSpot setups

How to utilize calculated properties in your HubSpot setups

Social Media Marketing PPT-Includes Paid media

Social Media Marketing PPT-Includes Paid media

Social Media Marketing PPT-Includes Paid media

Social media, ppt. Features, characteristics

Social media, ppt. Features, characteristics

Social media, ppt. Features, characteristics

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Moving beyond multi-touch attribution - DigiMarCon CanWest 2024

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service

BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service

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BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service

BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service

The+State+of+Careers+In+Retention+Marketing-2.pdf

The+State+of+Careers+In+Retention+Marketing-2.pdf

The+State+of+Careers+In+Retention+Marketing-2.pdf

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

How to kill a brand

1. CHIARA ALIOTTA presents

2. HELLO! GEOMETRIA , Medium, 80pt FONT USED

3. GEOMETRIA , Medium, 80pt FONT USED I AM and this presentation contains subliminal messages CHIARA

4. THE 3 KILL YOUR BRAND s THAT C also stands  for Chiara

5. doesn’t   contain a C …but I am the Joomla! Brand Manager so I am supposed to talk about it too!

6. BRAND? WHAT IS A let’s see how many of you are brand killers….

7. A brand is not what you say it is. IT’S WHAT THEY SAY IT IS. The Brand Gap MARTY NEUMEIER

8. $37.4 billion (Forbes) BRAND VALUE IN 2014

9. $18.2 billion (Forbes) BRAND VALUE IN 2014

10. $104.7 billion (Forbes) BRAND VALUE IN 2014

11. SO HOT? WHY ARE BRANDS …and why do we all want one?

12. Once upon a time…. FACTORIES

13. Once upon a time…. CAPITAL

14. Once upon a time…. PATENT

15. Today INTELLECTUAL

16. BRAND KILLER HOW TO BE A …no? Seriously?!!

17. BRAND KILLER HOW TO IDENTIFY A … and be sure you are not one already!

19.

20.

23. little questions Who are you? 3 What do you do? Why does it matter?

24. WHO? the only motorcycle manufacture WHAT? that produces original and timeless motorbikes WHY? for people who want to ride an icon   of style vespa.com

25. WHO? a global community WHAT? that spreads the love for analogue photography WHY? for people who ignite a new style of artistic experimental photography lomography.com

26. What makes Joomla! the only one? Joomla! is the only that . worldwide project builds a community around digital publishing and collaboration

27. WHO? the only contributor-driven project WHAT? that develops award-winning web solutions WHY? for a community who wants to build secure, easy-to-use and powerful digital applications joomla.org

29. Athens, 2012 LOGO OSRAM Since 2001

30. Malpensa Airport, Milan 2014 APPLE?!

31. by Sacha Goldberger RIDERS

32. by Sacha Goldberger RIDERS

35. little question 1 Are you remarkable?

36. Coca Cola 2013 OPEN HAPPINESS

37. Diesel, 2010 BE STUPID

38. Joomla!  Brandmark Joomla!  Logotype Joomla!  Tagline The Registered mark protects Joomla!

39.

41. December 2013 UPS. We [heart] logistics

42. Barilla Italy’s No.1 PastaSeptember 2013 Barilla. The choice of Italy.

45. Our emotions change the way we think,   and serve as constant guides to appropriate behavior, steering us away from the bad,   guiding us toward the good. Donald A. Norman EMOTIONAL DESIGN

46. little question 1 How does it make you feel?

47. JUST DO IT. Self-achievement nike.com

48. Tokyo. Launch of Mini iPad THINK DIFFERENT Desire to belong

49. How does Joomla! make you feel? little question for you 1

50.

51. A brand is a living entity.  The DNA of your company. How to kill a brand CHIARA ALIOTTA KEEP IT ALIVE!