Brand Management, how valuable in the Digital Age? Presentation at ESCP Europe campus Madrid. An open discussion about the role of Brand and Brand Management in the Digital Age.

1. Brand Management,
how valuable in the
Digital Age?
Some ideas for an open discussion
Francisco Hernández-Marcos
February 5th, 2016
This document has been produced by 11 Goals & Associates. It is not complete unless
supported by the underlying detailed analyses and oral presentation.

2. About me SHAMELESS
SELF-PROMOTION
Education: Universidad Politécnica de Madrid, UNED,
London Business School, University of Chicago – Fundaciò
“laCaixa” & Fundación Rafael del Pino scholarships.
Firms worked for: Abengoa, McKinsey&Co, ABN AMRO,
Real Madrid C.F.
Entrepreneurship: Crisalia
Social Media & Internet consulting: 11goals.com
Lectures & Speaker in 4 continents: The Wall Street Journal, UP Madrid, London
Business School, Cornell, Politecnico Milano, CEIBS (Shanghai), Kungliga Tekniska
högskolan, The Business Factory, Fulbright Spain, ESCP Europe, UIMP, Harvard,
Moscow SU, IE, and several private companies.
Full profile: linkedin.com/in/franciscohm

3. World’s best brands according to Interbrand
Source: “Best Global Brands 2015”, Interbrand
Digital-
Related
Brands

4. Brand & BM definitions in Wikipedia
“brand is a name, term, design, symbol
or other feature that distinguishes one
seller's product from those of others”
“brand management is the analysis and
planning on how that brand is perceived
in the market”

5. Brand Management according to Kotler
Watch video
Product
Management
(create value)
Brand
Management
(communicate value)
Customer
Management
(deliver value)
Which part do
companies prefer
to focus on?

6. Legend
Excellent
Improving
Neutral/Unknown
Mismanaged
BM = Brand Management
DA = Digital Age

7. Apple did very well in ALL 3 parts
Customer
ManagementBrand
ManagementProduct
Management
Does your
company perform
in ALL 3 parts?

8. Does Google need BM at all?
Customer
ManagementBrand
ManagementProduct
Management
Pure Internet players
apparently do not pay much
attention to branding
•UX
•Algorithms
•AI
•1/0 testing
•…

9. Google, remember Wave or +? Does BM-created
expectations ruin
product
development?
Is BM a –negative-
predictor of a
Google product’s
success?

10. Recommended reading: “Getting Brand Communities Right”, Harvard Business Review, Abril 2009
Watch video
Steve Jobs: “Our goal is to
make the best personal
computers in the world and to
make products we are proud to
sell and would recommend to
our family and friends”
Jobs talking about brand?
Or about product and
customers?

11. How balanced is your Marketing strategy?
Source: “Best Global Brands 2015”, Interbrand
How does
your brand
perform in
each part?

12. Volkswagen Vs Tesla Who focuses more in
product? in brand?
in customer?

13. Customers trust each other, no longer the brand!
Source: Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews, by Molecular Inc.
76% of American consumers believe companies don’t tell the truth in
advertising -Yankelovich (2005)
60% have a much more negative opinion of marketing & advertising than a few
years ago - Yankelovich (2004)
78% say consumer recommendations are the most credible form of advertising
- Nielsen (2007)
83% say online evaluations and reviews influence their purchasing decisions -
Opinion Research Corporation (2008)
84% trust user reviews more than critics’ reviews - MarketingSherpa (2007)
Trust in “person like me” tripled to 68% from 2004-2006 – biggest influencer to
consumers - Edelman Trust Barometer (2006, 2007)

14. Design Vs User Experience (ext. product)
Do people really
want a better
“perception”? or
a better product?

15. Iker Casillas: Has BM added value to the pre-existing
personal brand?
?

16. A friend’s recommendation worth more than 96 reviews
http://www.tripadvisor.es/Hotel_Review-g187870-d318151-Reviews-Casa_de_Uscoli-Venice_Veneto.html
Do you trust a brand
more than former
customers? or a friend?

17. World’s best brands according to me
Source: Me 16

18. Brand’s control in the Digital Age
Product Brand
Customer
Are organizations losing control
over brands? Are customers
winning brand control?

19. What form of advertising do consumers trust?
Source: Nielsen, Global Trust in advertising and Brand Messages, Q1 2013
29.000 Internet
users in 58
countries
84%
69%
68%
67%
62%
61%
61%
60%
57%
57%
56%
56%
55%
48%
48%
48%
45%
42%
37%
Recommendations from people I know
Branded websites
Consumer opinions posted online
Editorial content such as newspaper articles
Ads on TV
Ads in newspapers
Brand sponsorships
Ads in magazines
Billboards and other outdoor advertising
Ads on radio
Emails I signed up for
Ads before movies
TV program product placements
Ads served in search engine results
Ads on social networks
Online video ads
Display ads on mobile devices
Online banner ads
Text ads on mobile phones
Brand’s control
Not Brand’s control

20. “Marketing is dead”
Harvard Business Review – 9 Aug 2012
Source: http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html
Traditional marketing — including advertising, public relations, branding and
corporate communications — is dead. Many people in traditional marketing
roles and organizations may not realize they're operating within a dead
paradigm. But they are. The evidence is clear.
Buyers are checking out product and service information in their own way, often
through the Internet, and often from sources outside the firm such as word-of-
mouth or customer reviews.
Actually, we already know in great detail what the new model of marketing will
look like. It's already in place in a number of organizations. Here are its critical
pieces:
 Restore community marketing
 Find your customer influencers
 Help them build social capital (vs Brand Equity?)
 Get your customer advocates involved in the solution you provide.
Most read article in Aug 2012

21. Consumer platforms What to believe? Official
brand, platform, or
personal reviews?

22. Time spent on different media
Source: eMarketer Inc; concurrent consumption is accounted entirely in each category (not weighted)
Hrs/day. US
0:00
1:00
2:00
3:00
4:00
5:00
6:00
2010 2011 2012 2013 2014 2015
Digital TV Radio Print
0:00
1:00
2:00
3:00
2010 2011 2012 2013 2014 2015
Desk&LapTop Mobile Other
0:00
0:30
1:00
1:30
2:00
2010 2011 2012 2013 2014 2015
Smartphone/App Smartphone/Web
Tablet/App Tablet/Web
21

23. 22
What’s the weight of brand in an over-informed, hyper-
connected economy?
Rational
(available information)
Personal
(available contacts)
Brand
(available mass media)
Weight of factors in
OLD economy
100%
Rational
(available information)
Personal
(available contacts)
Brand
(available mass media)
Weight of factors in
the Digital Age

24. Has traditional PR lost weight in the Digital Age?
Traditional
Media
Brand
ADVERTISING
FAVORABLE
PERCEPTION
ACTUAL
PERCEPTION

25. Brand Vs “googling the brand” Is DA forcing brands to
communicate actual value?
Other
cases: FIAT,
Renault
and VW

26. Ejemplo de mala gestión de conflictos: Greenpeace
contra Nestlé
Tras una campaña de Greenpeace para pedir a
Nestlé que no comprase a suministradores de
aceite de palma que son poco respetuosos con el
medio ambiente, Nestlé:
• Acusó a Greenpeace de querer dañar su
reputación.
• Bloqueó un video en YouTube.
• Borró comentarios y bloqueó a usuarios
críticos en Facebook.
• Amenazó con acciones legales a quienes
utilizasen su logo sin permiso.
Durante varios días la actitud de Nestlé se convirtió en uno de los temas más comentados en RRSS, lo que
amplificó el impacto de la campaña de Greenpeace y dañó gravemente la imagen de Nestlé. La gente
entraba en las RRSS de Nestlé para pedir explicaciones tanto por la causa original (campaña de
Greenpeace), como por su actitud censuradora ante las críticas.
El Eco en RRSS die pie incluso a la organización de manifestaciones frente a diversas oficinas de la
compañía. Multitud de medios tradicionales se hicieron eco de lo que estaba sucediendo.
El 20 de mayo de 2010 Nestlé accedió a las demandas de Greenpeace y de los usuarios. Posteriormente
pidió disculpas e inició una serie de acciones en RRSS para tratar de restaurar su deteriorada imagen.
25

27. Has Brand Management lost weight in the Digital Age?
Product
Brand
Customer
Product
Brand Customer
¿ ?
•More info
•More personal references
•Less risk of purchase

28. Steve Jobs internal meeting, sep 23rd, 1997
Watch video Watch “Think Different” commercial
“Brand is not
about value,
but values”

29. What should BM communicate in the Digital Age?
Brand
Management
Value?
Does DA help to
communicate value?
Values?
Does DA help to
communicate values?

30. New role of BM for the Digital Age?
Product Management
(create value)
Brand Management
(communicate value)
Customer
Management
(deliver value)
Customer Management
(create values)
Brand Management
(communicate values)
Product Management
(deliver values)
?

31. Brand Vs Community Brand Vs Community?
Alexa Ranking (website rank)

32. Brand commercialization in Football Clubs
Can your brand
be translated
into other
products?
•Value?
•Values?

33. Digital brand partnerships – Case 1: EVO & Airbnb
Brand image for
awareness?

34. Digital brand partnerships – Case 2: AXA & BlaBlaCar
Brand partnership ->
Business partnership

35. 34
How BM’s role is changing in the Digital Age
Old Economy Digital Age
Media environment
Info/Personal ref.
Purchasing risk
Marketing Process
Brand’s main role
Brand communicates
Main MKT asset
Mismatch between brand
and product
Brand partnerships
Product Brand Customer CustomerBrandProduct
Slow; Controllable
Available, but need time
Depends on product
Send products to customers (push)
External (market)
Value
Brand image
(Brand Equity)
Possible, and sustainable unless brand
greed leads to a brand crisis. Short-
termism issue
Difficult
Fast; Uncontrollable
Massive; real time; in the pocket
Low (pure players); Lower (rest)
Bring customers to products (pull)
Internal (organization)
Values
Community
(Social Capital)
Difficult to attain. Public immediately
correct it. No cushion forces brand to
focus in product
An opportunity to grow
in the next years
Community?
APPROXIMATION

36. •Strategic consulting services in technology and digital marketing for top executives
•We advise companies on digital transformation
Francisco Hernández
•MBA London Business School.
•IEP University of Chicago.
•11 years of digital experience.
•Ex Director Online Strategy Real
Madrid C.F.
•Other companies: ABN Amro,
Abengoa, McKinsey&Company.
•Professor at ESCP Europe.
•Lecturer in Europe, Latam and
Asia
•PWC: 10 e-Business talents in
Spain.
Sonia Fernández
•MBA Stanford.
•15 years of digital experience.
•Ex CEO Vindico Europe.
•Ex CEO Match.com Spain.
•Ex CEO MercadoLibre Spain.
•Other companies: Fon, Grupo
Prisa, 3i, Lehman Brothers.
•Professor at OBS-UB, EOI and MIB
•Lecturer at universities and in-
company training
•Author of two books on
networking and social networks
published in 2004 and 2001 franciscohm
francisco.hernandez@11goals.com | (+34) 605 58 66 55
soniafernandez
sonia.fernandez@11goals.com | (+34) 619 721 781

37. Thanks very much for your
attention and interaction
Francisco Hernández
francisco_hernandez@11goals.com
(+34) 605 58 66 55