BEYOND THE LOGO
MANAGING
THE DIGITAL BRAND
2016
EDWARD “BLACKBEARD” TEACH
Brand promise?
"Die, ye scurvy dogs!"
“BRAND”?
A representation
of the product
The product’s
reputation
“BRAND”?
Representation
Identification:
Logo, colors, style…
Reputation
Specific attributes:
Healthy, fashionable, luxurio...
“BRAND”?
Representation
Identification:
Logo, colors, style…
Reputation
Specific attributes:
Healthy, fashionable, luxurio...
IN THE DIGITAL AGE
More access to
information, more
available choices
Can also shape brands
Consumers Brands
Followed cons...
IN THE DIGITAL AGE
One-way Two-way
Message Experience
A carefully crafted
one-way message
delivered to a receiver,
with no opportunity
for dialogue
or compromise.
BRAND COMPONENTS
What a company looks like, sounds like,
and how it behaves are all equal
components of brand.
“
”
Kate Wi...
Visual design: How it looks
Content design: How it sounds
Interaction design: How it feels
BRAND COMPONENTS
BRAND COMPONENTS
Seriously,
Microsoft?
BRAND TONE
Funny
Serious
Formal Casual
Respectful
IrreverentEnthusiastic
Factual
Applies to all
channels and points
of con...
MEASURING BRAND STRENGTH
Search interest
MEASURING BRAND STRENGTH
Head vs. Long Tail
Visits
Keywords
Head Long Tail
MEASURING BRAND STRENGTH
Social Listening
Volume of mentions
Reach
Measure against
Time
Competition / Market
BRAND & PROSPECTIVE STUDENTS
The
Prospective
Student journey
BRAND & PROSPECTIVE STUDENTS
9 in 10 have no idea
which university
to choose
83% use
non-branded
search terms
BRAND & PROSPECTIVE STUDENTS
Brands become
priority in the late
stages of the
selection process
BRANDED CONTENT ?
Blurs the line between editorial
content and advertising
More difficult for brands
to deliver what they ...
DEBRANDING
Consumers
Products
interfaceBRAND
Real people
Real tones
of voice
DEBRANDING
Brands grow by
differentiating,
isolating themselves
from others, but:
For consumers,
everything
is interconnec...
BRAND ADVOCATES
Increase reach
Increase trust
Easier to find within
university
than externally
WHERE DO YOU STAND?
Business as Usual
“Wrapper”
“Supercharger”
Brand as dialogue
Co-creation
THANK YOU FOR YOUR ATTENTION
@faubet
SOURCES
Brand Is Experience in the Digital Age
Kate Williamson, User Experience Specialist,Nielsen Norman Group
How Studen...
Beyond the logo: Managing the digital brand
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Beyond the logo: Managing the digital brand

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Slides from the presentation given at EUPRIO 2016, Antwerp.

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Beyond the logo: Managing the digital brand

  1. 1. BEYOND THE LOGO MANAGING THE DIGITAL BRAND 2016
  2. 2. EDWARD “BLACKBEARD” TEACH
  3. 3. Brand promise? "Die, ye scurvy dogs!"
  4. 4. “BRAND”? A representation of the product The product’s reputation
  5. 5. “BRAND”? Representation Identification: Logo, colors, style… Reputation Specific attributes: Healthy, fashionable, luxurious…
  6. 6. “BRAND”? Representation Identification: Logo, colors, style… Reputation Specific attributes: Healthy, fashionable, luxurious… (Relatively new)
  7. 7. IN THE DIGITAL AGE More access to information, more available choices Can also shape brands Consumers Brands Followed consumers online Blur the line between representation and reputation
  8. 8. IN THE DIGITAL AGE One-way Two-way Message Experience
  9. 9. A carefully crafted one-way message delivered to a receiver, with no opportunity for dialogue or compromise.
  10. 10. BRAND COMPONENTS What a company looks like, sounds like, and how it behaves are all equal components of brand. “ ” Kate Williamson, Nielsen Norman Group
  11. 11. Visual design: How it looks Content design: How it sounds Interaction design: How it feels
  12. 12. BRAND COMPONENTS
  13. 13. BRAND COMPONENTS Seriously, Microsoft?
  14. 14. BRAND TONE Funny Serious Formal Casual Respectful IrreverentEnthusiastic Factual Applies to all channels and points of contact. Can vary to fit the situation.
  15. 15. MEASURING BRAND STRENGTH Search interest
  16. 16. MEASURING BRAND STRENGTH Head vs. Long Tail Visits Keywords Head Long Tail
  17. 17. MEASURING BRAND STRENGTH Social Listening Volume of mentions Reach Measure against Time Competition / Market
  18. 18. BRAND & PROSPECTIVE STUDENTS The Prospective Student journey
  19. 19. BRAND & PROSPECTIVE STUDENTS 9 in 10 have no idea which university to choose 83% use non-branded search terms
  20. 20. BRAND & PROSPECTIVE STUDENTS Brands become priority in the late stages of the selection process
  21. 21. BRANDED CONTENT ? Blurs the line between editorial content and advertising More difficult for brands to deliver what they advertise Content shock
  22. 22. DEBRANDING Consumers Products interfaceBRAND Real people Real tones of voice
  23. 23. DEBRANDING Brands grow by differentiating, isolating themselves from others, but: For consumers, everything is interconnected. What distinguishes brands is less important than what brings things and people together.
  24. 24. BRAND ADVOCATES Increase reach Increase trust Easier to find within university than externally
  25. 25. WHERE DO YOU STAND? Business as Usual “Wrapper” “Supercharger” Brand as dialogue Co-creation
  26. 26. THANK YOU FOR YOUR ATTENTION @faubet
  27. 27. SOURCES Brand Is Experience in the Digital Age Kate Williamson, User Experience Specialist,Nielsen Norman Group How Students Use Digital to Choose Schools Jennifer Howard, Education Industry Director, Google The Future Of Branding Is Debranding Jasmine De Bruycker, creative strategist, Base Design To build digital brands, universities need to relinquish control Max du Bois, executive director, Spencer du Bois

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