Building brand through digital
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Covers: The promise of personal transformation. The importance of curating your digital brand. Why your brand should become an enabler.
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Building brand through digital
- 1. Building brand through digital? Simon Nash - Strategy Director, Hugo & Cat May 2017
- 2. Building Brand through Digital Originally compiled for Tourism Ireland’s Digital Day 2017
- 3. I could give you a checklist but...
- 4. As much a thinking problem, as a doing problem.
- 5. The promise of personal transformation The importance of curating your digital brand
- 6. And why this means your brand should become an enabler.
- 9. More theirs
- 10. The question is bigger than digital.
- 11. It’s rooted in culture and changes in expectations.
- 12. The progression of economic value. Gilmore and Pine - Harvard profs and authors of “The Experience Economy”
- 13. “The combination of Nike's shoes, gear, the app and the Nike Running Clubs enable people to become more than just a loyal customer, it helps them to become part of a community where they are being encouraged to become better runners and athletes.” Anders Sorman-Nilsson
- 14. 1950s
- 15. 1960s
- 16. 1990s
- 17. 2010s
- 18. 2017
- 19. 2017
- 20. Holiday expectations are increasingly framed in the context of a search for personal transformation.
- 21. For the culturally curious this manifests in the desire for freedom.
- 22. Increasingly consumer desire for transformation comes wrapped in terms of identity & self-expression.
- 23. Transformation is story. Consumers seek out brands that align with their story.
- 24. TOP DOWN BOTTOM UP Nearly 10 million subscribe to YouTube channel 4 million Twitter followers 7 million on Instagram This suggests a different model of branding.
- 25. Don’t teach me how great your brand is. Talk to me about how it’s going to change the way I feel
- 27. BOTTOM UP IS THE NEW REALITY Soulcycle
- 29. From: storytelling To: story enabling Tourism Ireland
- 30. Would you rather be told, what to think, or freed up to discover something? Tourism Ireland
- 31. So where does digital come in?
- 32. CONTROL
- 33. Brands are now seen through the lens of other people’s content, experiences, and viewpoints.
- 34. One master idea of the brand… is now everyone’s idea of the brand, and everyone’s idea is different
- 35. Top-down thinking is a poor fit.
- 36. Strong digital brands are curated
- 37. Brand Message Message Message Content Media Influence Conversations Experiences Stories
- 38. We need to enlist consumers’ assistance to effectively curate our brand.
- 39. “If I tell my Facebook friends about your brand, it's not because I like your brand, but rather because I like my friends“ Henry Jenkins
- 40. Finding a way to feature in their narrative is key.
- 41. Who is doing this successfully?
- 42. Content, data, and psychology, are a potent blend.
- 43. Think of your brand as a curator of positive transformations. Let your audience provide the social proof.
- 44. Brand narrative
- 46. Understand psychology & motivations Granular needs-based segmentation & messaging Brand narrative
- 47. Understand psychology & motivations Dynamic publishing & engagement strategy Granular needs-based segmentation & messaging Brand narrative
- 48. Understand psychology & motivations Dynamic publishing & engagement strategy Granular needs-based segmentation & messaging Brand narrative Inspire Participation Individual narratives adopted and authenticated by consumers
- 49. Building your brand through digital 1. Adapt your promise to enable transformations 2. Embrace lack of control, curate your brand 3. Speak to individuals using data-driven publishing 4. Inspire participation and enable stories
- 50. Decision-making process for travel Thank you https://witness.theguardian.com/user/guardianUser13465817