Mr. Kenneth Wan Co-Founder & Director, The Bread Digital Speech topic: Time Changed! Branding Won't

1. Kenneth Wan from The Bread Digital

2. Thinks
“Brands become irrelevant in the age of social”

6. Consumer Decision Journey

7. Consumer Decision Journey
Nowadays
TV
Print
OOH
Online Display
Social
Search
Social
Peers
Review
Mobile
POS
Social
Social

8. Narrow the Gap between
BIG & small players

12. Social media / Digital
is an Magnifying Glass
For Both Good & Bad

15. Do we need to quantified everything
in digital space? Including Branding?

16. What does a “LIKE” mean for brand?

19. Strong Branding gets paid off
especially in bad times

20. Red Bull Media House

22. THANK YOU
Kenneth Wan
E: kenneth.wan@thebreaddigital.com
T: 3998 4808
: wankinkin
: wankinkin
: wankinkin
: wankinkin
: wankinkin
: 溫堅堅
: Kenneth Wan

23. Branding is not what brand deliver but it is solely the
perception of consumer
Branding becomes more transparent… it is not just
image. With digital, brand becomes very
transaparent… product, services, after sales service
shopping experience all counts
Narrow the gap between big & small brand
Digital is not magic solutions
In digital age, why everything needs to be quantified?
Why all brands nowadays want to be friendly &
engaging? Why brands are asking for likes?

24. Douglas Rushkoff
thinks branding is irrelevant in the age of the social
network
Social is the exchange of facts / information / values
among people. Not brands

25. Branding in Digital Age
Brands is not building in social network
Instead social network is a boosters
It boosts what the brands are ? Better or Worse