Weitere ähnliche Inhalte Ähnlich wie Brand Tools - The Future of Digital Branding (20) Kürzlich hochgeladen (20) Brand Tools - The Future of Digital Branding1. “ Brand Tools” to Drive Future of Digital Branding Joel R. Johnson/3.24.09 Source. www.brandtags.com © Joel R. Johnson BMW tagged in Brandtags.com 2. The role of brand used to be to “persuade” you © Joel R. Johnson 3. … maybe even to tell you who to be © Joel R. Johnson Ad targeted in “Motringate” 4. It was easy to “persuade” when the funnel was simple and linear Source. Forrester © Joel R. Johnson 5. We told linear brand stories © Joel R. Johnson The Apple and PC guy 8. But they must be here also… © Joel R. Johnson 9. And we get to tell brands how we want the conversation to go Mcdonald’s Mommy bloggers © Joel R. Johnson 11. Therefore, the new role for brands is to “enable” us… + = © Joel R. Johnson Mcdonald’s Mommy bloggers 14. And more channels Coca-cola crossmedia © Joel R. Johnson 15. This is brand as “enabler” of everything Citi Mobile © Joel R. Johnson 17. Enablers of community -> connecting and sharing Tide Load’s of Hope social media campaign © Joel R. Johnson 20. The new metric is “engagement” Domino’s Pizza-Builder App © Joel R. Johnson 22. From the social “sentiment” of brands for example © Joel R. Johnson Source. Visible Technologies Visualized social sentiment 23. To Twitter conversations & topics Source. Information Aesthetics Source. Forrester Visualized Twitter conversations 25. Approach is now more tool-based, call them “Brand Tools” Nike+ Widgets © Joel R. Johnson 26. Brand Tools have many channels Ads eCRM Utilities Banners Texts Microsites Keywords Branded Content Video eCommerce Websites Email Interactive TV Virtual Worlds Mobile Apps Widgets Social Media Interfaces Rich Internet Apps © Joel R. Johnson 27. Brand Tools rely on a broader set of insights INSIGHT RESPONSE (to offers) Analytics EMOTION (of consumers) Strategic Planning USABILITY (of tools) Information Architecture © Joel R. Johnson 28. Emotions still drive brands, but now they also drive behavior Porsche Configurator © Joel R. Johnson 30. While understanding all types of responses helps to drive better transactions The Apple store in Second Life © Joel R. Johnson 34. For better or worse, this is the new reality, but the upside is clear © Joel R. Johnson 35. Once we weather the storm… © Joel R. Johnson Digital brand may not grow as much as last year Source. Analysts Forecasts Aggregated by Sapient Corp. Sources 2008 2009 2010 Barclays Capital, March 2009 9% 2% 6% Borrell Associates Inc., November 2008 (2) 10.40% 7.20% Citi Investment Research, January 2009 11.80% 4.30% 20% Collins Stewart LLC, November 2008 16% 10% 14% Cowen and Co., January 2009 11% -1% 9% Credit Suisse, February 2009 10.50% 0.10% 10% eMarketer, November 2008 (3) 11.30% 8.90% 10.90% Jefferies & Company, November 2008 (6) 15% 7% 8% JupiterResearch, December 2008 (7) 18.30% 14.80% LiveRail, September 2008 23.40% 19.40% 15.90% Morgan Stanley, October 2008 11.50% 9.70% 13.90% Myers Publishing LLC, March 2009 11.70% 2.90% 2.70% Oppenheimer & Co. Inc., February 2009 10% -2% 13% ThinkPanmure LLC, October 2008 11.60% 3% 14.30% UBS, February 2009 -0.60% -5% 0.90%