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
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
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