Casey (@Casey_Flanagan) connects brands to consumers and consumers to brands with actionable insights and needle-moving ideas. He is a curious generalist, an optimistic pragmatist and someone who thrives on making the complex as simple as possible. Laughlin Constable (http://www.laughlin.com) is an idea-driven, independent agency, offering a suite of integrated and best-in-class services for high-profile brands. We are a strategic marketing partner who provides fresh thinking, integrated, idea-driven marketing solutions that advance a client's brands / business. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

1. BRANDING
IN THE
DIGITAL AGE

2. THE DIGITAL AGE
+ BRANDS AND BRANDING
+ SEVEN TIPS FOR SUCCESS
AGENDA

3. BRANDING
IN THE
DIGITAL AGE

4. SO,
WHAT’S THE
DIGITAL AGE?

5. “ LIFE MOVES PRETTY FAST. IF
YOU DON’T STOP AND LOOK
AROUND ONCE IN A WHILE,
YOU COULD MISS IT. ”
+ FERRIS BUELLER
[ON HIS DAY OFF]

6. MORE MINUTES WITH
MORE MEDIA
6 32 6 46 6 78 699
700
525
350 Other
Magazines
Newspaper
175 Mobile
Radio
Online
0 TV
2009 2010 2011 2012
Source: eMarketer 10/12

7. AN HOUR
A SECOND
IS THE PACE OF VIDEO BEING
UPLOADED TO YOUTUBE
Source: Google 2013

8. OUR CULTURE IS
ALWAYS ON...
DEMAND

9. 12
11 1
10 2 THE AVERAGE ADULT
SPENDS ONE QUARTER
9 3
OF HIS OR HER DAY ON
8 4 THE INTERNET
7 5
6
Source: IAB 01/13

10. NEARLY 1 IN 3
DIGITAL MEDIA
MINUTES IS
SPENT ON A
SMARTPHONE
+ TABLET
Source: Comscore 02/13

11. MOBILE DESKTOP
>
Source: Facebook 2013

12. CIO
CMO
PREDICTION: FIVE YEARS
FROM NOW, CMOs WILL
SPEND MORE ON IT
THAN CIOs DO.
Source: Gartner 2012

13. 90/2
90% OF THE
DATA IN THE
CREATED IN
LAST TWO
WORLD YEARS
Source: IBM 2012

14. “ THERE IS A ‘REASONABLE
PROBABILITY’ THAT HALF
OF ALL ADVERTISING WILL
OCCUR ONLINE WITHIN
THE NEXT FIVE YEARS. ”
+ NIKESH ARORA
GOOGLE SVP and CHIEF BUSINESS OFFICER

15. N OW W IT H :
+ MO RE ME D IA
+ MO RE C H OIC E S
T HE D IG ITAL AGE + MO RE D ATA
+ MO RE N IC H E S
+ MO RE TO CONSIDER
+ MO RE OPPORTUNITIES

16. F OR A L L O F T HE “N E W, ”
SOME OLD RULES STILL
A P P LY.
Image Source: ThisIsIndexed.com

17. T RUT H:
WH EN P OS S I BI L IT IE S A R E
EN DLE S S Y O U R P R I O R I T I E S
ARE ESSENTIAL.
W HI CH LE ADS US T O. . .

18. BRANDING
IN THE
DIGITAL AGE

19. THE B WORD????

20. BRANDING
+
DIGITAL
(THEY GO HAND IN
HAND)
Image Source: Google Images

21. IN DIGITAL, WE ARE OBSESSIVE
ABOUT UNDERSTANDING THE
USER – AND THEIR
EXPECTATIONS.

22. IN B R AN DI N G WE ARE OBSESSIVE
DIGITAL,
ABOUT UNDERSTANDING THE
USER – AND THEIR
EXPECTATIONS.

23. THE SUCCESS OF DIGITAL
OFTEN HINGES ON THE
ABILITY TO PROVIDE A
UTILITY THAT IS VALUED
BY THE CONSUMER.

24. THE SUCCESS OF DIGITAL
BR AN DI NG
OFTEN HINGES ON THE
ABILITY TO PROVIDE A
UTILITY THAT IS VALUED
BY THE CONSUMER.

25. ULTIMATELY, STRONG DIGITAL
STRATEGY IS A SHORTCUT TO
PURCHASE.

26. ULTIMATELY, STRONG BR AN DI NG
DIGITAL
STRATEGY IS A SHORTCUT TO
PURCHASE.

27. BRANDS + DIGITAL
STRATEGIES
PEOPLE
SENSIBILITIES
SUCCESS

28. SO, WHAT’S
A BRAND?

29. A PROMISE
+ AN EXPECTATION
A RELATIONSHIP

30. STRONG BRANDS
HAVE STRONG
RELATIONSHIPS

31. A BRAND IS A
RELATIONSHIP
SO THAT’S WHERE TO START...

32. COMPANY
PROMISE POSITIONING
CUSTOMER CATEGORY
CONTEXT

33. COMPANY O
PROMISE POSITIONING
N
I
N
G
ORGANIZING
CONCEPT
CUSTOMER CATEGORY
CONTEXT

34. ORGANIZING
CONCEPT
MEDIA TYPE EXPERIENCE
+ PAID + MESSAGE
+ EARNED + PRODUCT
+ OWNED + UTILITY
+ COMMUNITY

35. IT’S NOT THE B WORD????
IT IS: THE B WORD!!!!!!!!!!!

36. THE DIGITAL INFORMATION
ECOSYSTEM SHORTCUT
A BRAND SHORTCUT UNDERSTANDING

37. BRANDING DIGITAL

38. 7
NOT-NECESSARILY-DIGITAL
THINGS TO DO
TODAY TO SUCCEED
AT B R A N D I N G
I N T H E D I G I TA L A G E

39. 1 UNDERSTAND EXPECTATIONS
2 DEFINE THE RELATIONSHIP
3 FOCUS ON FIND-ABILITY
4 IDENTIFY SHARED GOALS
5 DO IT DIFFERENT
6 TELL A STORY
7 SIMPLIFY. ALWAYS.

40. 1
UNDERSTAND
EXPECTATIONS

41. INITIA L ACTIVE
CONSIDERATI ON EVALU ATIO N
SET STAG E
THE
CONSUMER
DECISION
JOURNEY
P O S T- P U R C H A S E MO ME NT O F
EX PERI ENCE PU RCH ASE
Source: McKinsey Quarterly 2009

42. WH ETH E R YO U S E LL
BOO KS ON L INE O R
NO T, T H I S I S A N
EXPECTAT ION
SETT ER.

43. http://bit.ly/XBPYSd

44. V ID E O S
+ MA P S
+ SEARCH
+ C H AT
+ V O IC E
+ N E W F O R M AT
NEW EXPECTATION

45. 2 DEFINE THE
RELATIONSHIP
YOU DESIRE

46. OUR PROMISE OUR POSITION
WE HELP YOU MOST FUN STATE IN
FIND YOUR FUN TRAVEL THE UPPER MIDWEST
WISCONSIN
MIDWEST
FUN MIDWEST
TRAVELER DESTINATIONS
THE CONTEXT
EVEN WHEN TIMES ARE TOUGH, TRAVELERS ARE LOOKING
FOR AN ESCAPE FROM THEIR DAY-TO-DAY – EVEN A SMALL
GETAWAY SHOULD FEEL LIKE A BIG ONE...

50. FUN
PAID EARNED OWNED

51. 3 FOCUS ON
FIND-ABILITY

52. THE AM OU NT OF
G OO GL E S E A R C H E S
EACH MONTH
100,000,000,000
GOO GLE :
+ FI GHT S SPA M 2 4/ 7
+ USE S 20 0+ FA CTO RS
+ CHA NGE S OF TEN
RELEVANT RESULTS

53. FINDABLE = SEARCHABLE + SHARABLE

54. http://bit.ly/ZltjMX

55. KEYWORD TARGETED
+ RELEVANT CONTENT
+ INNOVATIVE METHOD
ADS WERE ACTUALLY
PLACED BY USERS

56. 4 IDENTIFY
SHARED GOALS

57. TO
IN ?
S P
LL LA
FA ER
CATEGORY
T OV
HA E
W TH
COMPANY
CUSTOMER

58. MARKETING IS HUMAN
Never talk down to people. Tell the truth. Be interesting.
Walk the walk. Have a sense of humor. Show up. Believe
in what you say. Trust your intuition. Keep your promises.
Ask questions. Listen. Be optimistic. Look people in the
eye. Smile. Show respect. Dress like you care. Adopt
a healthy lifestyle. Set goals. Grow. Be empathetic.
Always be yourself. Follow through. Do the right thing.
This doesn’t have to be complicated.
It does have to be genuine.

59. THE LESSON:
IF YOU CAN IDENTIFY
S H A RE D GO A L S W I T H
YOUR USER, YOU CAN
BYPASS TRUCKLOADS
O F R E D TA P E. ..

60. 5 DO IT
DIFFERENT

61. THE SEA OF
SAMENESS IS
DEEP AND WIDE

62. THE PROBLEM OF
PRETTY GOOD
IS GREAT
79%
OF PRODUCTS +
SERVICES HAVE
NO MEANINGFUL
DIFFERENTIATION
Source: Brand Keys

63. http://bit.ly/XaWmQn

64. IN CREASED IN C R E A S E D
AWARENESS E N GA G E ME N T
IN CREASED IN C R E A S E D
S H AR IN G SALES

65. 6 TELL A STORY

66. 600
THE ELUSIVE

67. IN LISTENING TO STORIES, WE TEND TO
SUSPEND DISBELIEF
IN ORDER TO BE ENTERTAINED
IN EVALUATING STATISTICS, WE TEND TO
SUSPEND BELIEF
IN ORDER NOT TO BE BEGUILED

68. http://bit.ly/QEPxUi

69. + =
Image Source: Google Images

70. 7 SIMPLIFY.
ALWAYS.

71. “ SIMPLIFY AS
MUCH AS
POSSIBLE,
BUT NOT
MORE SO.”
– EINSTEIN
Image Source: Google Images

72. WILLING TO PAY MORE WILLING TO SIMPLE BRANDS
PREMIUM RECOMMEND OUTPERFORM
SIMPLICITY IS VALUED
Source: Siegel and Gale 2012

73. WHAT IS THE POINT ?

74. 1 UNDERSTAND EXPECTATIONS
2 DEFINE THE RELATIONSHIP
3 FOCUS ON FIND-ABILITY
4 IDENTIFY SHARED GOALS
5 DO IT DIFFERENT
6 TELL A STORY
7 SIMPLIFY. ALWAYS.

75. 10 x 10 = 100
IDEAS / SESSIONS IDEAS (CAN
SESSION MAKE YOUR
HEAD SPIN)

76. SPOILER ALERT:
THE POSSIBILITIES ARE,
IN FACT, ENDLESS.

77. WHERE TO START:
WHAT KIND OF
RELATIONSHIP
DO YOU WANT?

78. cflanagan@laughlin.com
@casey_flanagan
linkedin.com/#/caseyflanagan