Presentation delivered during "Brand Building in The Digital Age' session at the NY Business Expo (at the Javits Center) on October 20, 2010. Includes 'bonus' slides that I didn't get to discuss but touch on some of the tactical and process elements that are important for marketers/communicators to understand to successfully engage in brand building today.

1. Building Your
Brand In The
Digital Age
Shift
& Reset

2. follow me:
twitter.com/brianreich
friend me:
facebook.com/brianreich
link to me:
LinkedIn.com/in/brianreich
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4. What you are
doing isn’t
working
anymore!

5. Phones
Change
Everything

6. iPads
Change
Everything

7. Facebook
Changes
Everything

8. Hulu
Changes
Everything

9. Nike
Changes
Everything

10. Real Life
Changes
Everything

11. Technology and the Internet, and
their role in our lives, has changed
how we communicate, get and
share information, the media we
consume, and the reasons we
engage with each other ‐ online
and of9line. The effects of these
changes are being felt by all of
us, every day, all the time.

12. Information moves FASTER. People
are more closely CONNECTED. We
all have DIFFERENT OPTIONS
and BETTER CHOICES. Our
EXPECTATIONS ARE HIGHER.
The connections we make to the
issues and events that shape our
world are being TRANSFORMED
‐‐ rapidly and constantly.

13. Everything
must
change.

14. Shift
& Reset

15. How organizations operate,
organize, and communicate must be
RE­IMAGINED. The passion and
interest of individuals must be RE­
FOCUSED and RE­DIRECTED. The
ways that we measure success must
be RE­ASSESSED. The ways we
promote big ideas and create better
solutions must be RE­ENVISIONED.

16. Brand is
about
experience

17. Marketing
is like
dating...
Trust me
I’m a
marketer
and
marriage

18. Technology
is just the
facilitator

19. Social
media
changes
everything
... and
nothing

20. [3 Things]

21. ‘I don’t know what to do.’ ‘Should I be on Twitter?’
‘It costs too much.’ ‘So, I just need to build a
‘I am overwhelmed.’ blog?’
‘The internet scares me.’ ‘It’s too late. We’re
‘I don’t have the time.’ doomed’
‘I tried and it didn’t work.’ ‘I am too old.’
‘My customers don’t ‘A different department
use these tools.’ handles that.’

22. Timely, relevant,
compelling
information

23. Experiences people
will remember
(fondly) and talk
about.

24. Stuff that people
will use... and value.

25. [Big Finish]

26. You need to
RE­THINK
YOUR WORK.

27. You need to
PLAY NICELY
WITH OTHERS.

28. You need to
KNOW MORE
ABOUT HOW
PEOPLE LIVE.

29. You need to
KNOW ABOUT
EVERYTHING.

30. You need to
PROVIDE LOTS
OF GOOD
CHOICES.

31. You need to
ADAPT TO
DIFFERENT
CHANNELS AND
PLATFORMS.

32. You need to
STOP CARING
ABOUT CASE
STUDIES.

33. You need to
REDEFINE
SUCCESS.

34. Consider
yourself
challenged

35. email me: brian@littlemmedia.com
call me: 617.417.9436
follow me: twitter.com/brianreich
friend me: facebook.com/brianreich
link to me: linkedin.com/in/brianreich
read me: Media Rules!
Shift & Reset (Spring 2011)
ThinkingAboutMedia.com
Fast Company Expert!
download me: slideshare.net/brianreich

36. Building Your
Brand In The
Digital Age
Shift
& Reset

37. [Extras]

38. Know Your
Audience
Demographic Psychographic
Technographic Behavioral

39. Order of
Operations
Goals Strategies
Tactics Resources

40. What you need to know...
about (some of) the tools

41. There is no ‘right way’ to blog

42. More dynamic content = more remembering

43. Games are for more than playing

44. Mobile phones are always on, always active

45. Everything Is Social

46. You Must Be Findable

47. Communication happens offline also

48. What you should know...
to get started

49.
1) Creating audience Profiles
2) Developing a content plan
Before 3) Monitoring
anything 4) Experimenting w/ outreach
else
5) Building systems

50.
1) Positioning
2) Real Time
Focus on...
3) Value
4) Transparency

51. And don’t forget...

52. Change is hard: You are Audiences need help
asking people to shift their and support: You need to
behavior. It cannot be teach people how to have
forced. an impact.
Organizations must be
patient and committed: Try. Fail. Learn: There are
You have to invest -- time, no right answers. Nobody
money, energy, and focus knows exactly how this
-- to be successful. stuff works.