1. It’s a real truth today:
you can’t make the first
impression a second time
@SEMitrofanov-//-Riga,-#iLive2012

2. How the Internet changed
brands and branding
Sergei E.Mitrofanov for iLive conference
Riga; May 22d, 2012
@SEMitrofanov-//-Riga,-#iLive2012 BRANDFLIGHT

3. BRANDFLIGHTEXPERIENCE
@SEMitrofanov

4. Branding is
management of
perception in peoples
minds by making and
keeping promises
@SEMitrofanov-//-Riga,-#iLive2012

5. Some people think they know how to
build brands. And even more – they
think they are skilled to control
them.
@SEMitrofanov-//-Riga,-#iLive2012

6. Obsessing about the
past draws focus
away from future
opportunities.
@SEMitrofanov-//-Riga,-#iLive2012 BRANDFLIGHT

7. If we don’t use internet,
it will exploit us...
@SEMitrofanov-//-Riga,-#iLive2012

8. BRANDFLIGHT
@SEMitrofanov

9. BRANDFLIGHT
@SEMitrofanov

10. A wealth of information leads
to a dearth of attention
@SEMitrofanov-//-Riga,-#iLive2012

11. OUT OF CONTROL #1
• Today a distance
between Love
and Hate
is just
one touch!
@SEMitrofanov-//-Riga,-#iLive2012

12. @SEMitrofanov-//-Riga,-#iLive2012

13. @SEMitrofanov-//-Riga,-#iLive2012

14. OUT OF CONTROL #2
Response
VS
Silence
@SEMitrofanov-//-Riga,-#iLive2012

15. Alert on glass in
Baby Food...
@SEMitrofanov-//-Riga,-#iLive2012

16. @SEMitrofanov-//-Riga,-#iLive2012

17. @SEMitrofanov-//-Riga,-#iLive2012

18. OUT OF CONTROL #4
• The Internet
will never
forget
@SEMitrofanov-//-Riga,-#iLive2012

19. @SEMitrofanov-//-Riga,-#iLive2012

20. 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
@SEMitrofanov-//-Riga,-#iLive2012

21. LOYALTY!?
BRAND?
PEOPLE?
@SEMitrofanov-//-Riga,-#iLive2012

22. RELATIONSHIPBRAND
Relationship Brands Relationship Brand Heroes
•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

23. THE FRIENDSHIP
@SEMitrofanov-//-Riga,-#iLive2012

24. THE FRIENDSHIP
• Sharing Values
@SEMitrofanov-//-Riga,-#iLive2012

25. THE FRIENDSHIP
• Sharing Values
• Surprise!
@SEMitrofanov-//-Riga,-#iLive2012

26. THE FRIENDSHIP
• Sharing Values
• Surprise!
• Doing things together…for a
common cause
@SEMitrofanov-//-Riga,-#iLive2012

27. THE FRIENDSHIP
• Sharing Values
• Surprise!
• Doing things together…for a
common cause
= Creating loyalty
@SEMitrofanov-//-Riga,-#iLive2012

28. plsCHALLENGEME...
SERGEY E.MITROFANOV
Senior Brand Strategist
BRANDFLIGHT International
Sergei.Mitrofanov@brandflight.com
+7 903 7243295
www.brandflight.com
www.medinge.org
@SEMitrofanov SEMitrofanov Sergei.Mitrofanov