As part of London Business School's Brand Management elective MBA module I was asked to present a session entitled "Brand Management for the digital world". In the closing session of the block week, we explored the opportunities that digital channels provide for Brand Management. We explored what the implications of the digital world were for brands. The digital traits that build great brands and how we can use experience, search and social to impact brand from digital channels

1. Brand Management
in a Digital World
Ian Crocombe
Friday 12 September 2014
(Abridged)

2. My digital background
@iancrocombe
Planning Director
AKQA
VP Innovation
American Express
Chief Strategy Officer
WPP POSSIBLE

3. 2014 founded Evolver
We help companies
master digital
- Visions, Strategies &
@iancrocombe
Roadmaps
- Digital Business
Transformation
- Innovation Product
Development
http://www.evolver.cc/

4. Today
§ Context: of brands and digital
§ Strategy: Digital traits that build
great brands
§ Tactics: How can we impact
brand from digital channels?
@iancrocombe

5. THE CONTEXT OF
BRANDS AND DIGITAL
@iancrocombe

7. http://www.moderntoss.com/ @iancrocombe

8. 2014 : Digital is normal
@iancrocombe

9. Most consumers are
on the internet
Internet User Growth = +9% 2013 vs. +11% in 2012 = Solid, But Slowing
Source: http://www.kpcb.com/internet-trends @iancrocombe

10. It’s becoming mobile
@iancrocombe
= Continues to Rise Rapidly... @ 25% of Total Web Usage vs. 14% Y/Yç
Source: http://www.kpcb.com/internet-trends

11. Consumers are multichannel
@iancrocombe
Digital impact on retail “70/20/10”
- Kantar Retail

12. Brands used to broadcast
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13. Today everyone is a
publisher

14. People trust people more
than advertising

15. People trust people more
than advertising

16. STRATEGY: DIGITAL TRAITS
THAT BUILD GREAT BRANDS
@iancrocombe

17. Visibility
@iancrocombe

18. Velocity
Oreos “real time” work was mainly
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talked about on twitter

19. Virality
@iancrocombe

20. Authenticity
https://www.youtube.com/watch?v=qvkwXcRsyT0 https://www.ifixit.com/Patagonia
@iancrocombe
“Patagonia Rebels Against Black
Friday Mania By Urging Repairs Of
Old Clothing”

21. TACTICS : HOW CAN WE
IMPACT BRANDS FROM
DIGITAL CHANNELS?
10-14 @iancrocombe

22. 1. EXPERIENCE: DIGITAL
PRODUCTS AND SERVICES
10-14 @iancrocombe

23. “Advertising is the price you pay
for having an unremarkable
product or service”
Jeff Bezos, 2009

24. Key brand touchpoint
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25. Good brand experience?
10-14 @iancrocombe

26. Aim: “Gun shaped review”
Jason Calacanis “The Age of Excellence”
http://blog.launch.co/blog/the-age-of-excellence.html @iancrocombe

27. 2. SOCIAL FLUENCY
10-14 @iancrocombe

28. The internet became social
@iancrocombe

29. It’s what consumers do online
http://www.digitalsherpa.com/blog/how-social-media-has-changed-in-
the-last-few-years/ @iancrocombe

30. Our expectations from brands
How quickly do consumers
expect brands to respond?
http://sproutsocial.com/insights/customer-service-response-time/

31. @iancrocombe
Brand endorsement
Can you name these celebrities?

32. Youtube = millennial celebrities
@iancrocombe
Authenticity

33. 3. VISIBILITY
10-14 @iancrocombe

34. 100 billion searches per
month in 2013
@iancrocombe

35. Organic vs Paid results
@iancrocombe

36. Organic impact of ranking
@iancrocombe
http://www.infonomix.co.uk/seo-services/

37. Search gives brand clues
@iancrocombe

38. Search shows intent
@iancrocombe
https://www.google.co.uk/trends/

39. SUMMARY:
BRAND MANAGEMENT
IN A DIGITAL WORLD
@iancrocombe

40. You need a strong “360” strategy
(normal branding rules apply)
but
there are executional digital
opportunities to impact brand
@iancrocombe
Key learning

41. Digital World implications
§ Consumers are spending more time in
digital channels
§ Internet growth is slowing, mobile will be
the default method of access
§ Consumers have multichannel relationships
with each brand
§ Consumers are broadcasters, they shape
brands perceptions
@iancrocombe

42. DIGITAL TRAITS THAT
BUILD GREAT BRANDS
VISIBILITY
VELOCITY
VIRALITY
AUTHENTICITY
@iancrocombe

43. HOW CAN WE IMPACT
BRAND FROM DIGITAL
CHANNELS?
EXPERIENCE
SOCIAL
SEARCH
@iancrocombe

44. Good luck in the digital world!
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www.evolver.cc
+44 20 3095 4101
@EvolverHQ
Ian Crocombe
ian@evolver.cc