Although the technology is not changing the essentials of what makes a brand, it does make its components visible and responsive. That unique interaction is probably leading the evolution of what branding is or isn’t about. This presentation explores ten ideas on what branding means in a digital and connected world.

1. Pushing ideas forward venturethree
10 ideas on
branding
in a digital world

2. Pushing ideas forward
Although the
technology is not
changing the essentials
of what makes a brand,
it does make its
components visible and
responsive.
That unique interaction
is probably leading the
evolution of what
branding is or isn’t
about.
All rights reserved by Che-
burashka

3. Pushing ideas forward
And what if
branding in a
connected world was
more than what you
have to display?
All rights reserved by Matthileo

4. 10 ideas on branding in a digital world.
Because of that
constant connection,
branding has
become an instant
and live expression
of the brand that
people initiate.
This “pulse,
“picture” of the
brand can be
displayed in a search
engine or on The
London Eye via
Twitter.
http://blogs.independent.co.uk/2012/07/27/our-nations-olympic-mood-reflected-by-the-london-e

5. 10 ideas on branding in a digital world.
Branding is now
everything tagged
with your brand
name that is used to
provide an answer to
people.
That could be:
A user-generated
review.
An image on
Google.
A blog post.
An article from an
online publication.
A comment on
facebook.
A tweet.
A picture on
Instagram.
A like on Pinterest.
... and more.
http://www.brandtags.com/

6. 10 ideas on branding in a digital world.
Nowadays branding
is less of a clean
layout but a top-
notch interaction.
The more delight,
the more magic, the
more utility and the
longer the
impression will last.
http://2witches1blog.blogspot.co.uk/2012/05/to-cutor-not-to-cut.htm

7. 10 ideas on branding in a digital world.
Nobody likes to
type: make people
touch, talk, pinch or
tap.
Layout and
experiences
shouldn’t be
inspired from print
layout anymore,
imagination is our
own limitation.
http://www.bahhumpug.com/2011/08/generation-tech.htm

8. 10 ideas on branding in a digital world.
Branding has
become an ongoing
project – an idea co-
created between
companies and
people.
It builds over years,
and the strongest
brand in digital are
the ones that have
build a legacy:
Google, Amazon etc.
scenicreflections.com

9. 10 ideas on branding in a digital world.
Branding is also the
ecosystem made of
mentions and
connections your
company has grown
over the years in the
connected/digital
space.
It is built through
your retailers,
employees,
products, brands,
shareholders and
partners.
http://www.martinlaprise.info/category/githubgraph/

10. 10 ideas on branding in a digital world.
Connected branding
is a not linear, it is a
journey.
its
reputation
A collection of
experiences,
investigations, its
interactions and interactions
learning that
converge into its
building a broader communities
idea into the head of
your consumers. its
utilities
its
stories
a
brand

11. 10 ideas on branding in a digital world.
Allow your brand to
behave for constant
connectivity.
On time.
On location.
On behaviors.
The stronger the
relevancy, the
stronger your
branding is.

12. 10 ideas on branding in a digital world.
In today’s world,
branding is timing.
People are
connecting to your
brand on the go,
through their
mobile, from the
store or the bus.
By optimizing your
digital environment
for the shortest
response time
possible, just as you
have spent years
optimizing your
retail experience.

13. 10 ideas on branding in a digital world.
Never forget that
your brand is now
fluid; it’s always on
beta.
It’s an exciting
opportunity to
conceive brands that
are permeable,
responsive and
adaptive.
http://t-linked.com/files/fluid_particle_simulation/fluid_particle_simulation.pn

14. Thank you.
Made with care in
London by
@DigitalPlanner.
July 2012.
What an Olympic time!