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Delivered by Graham Hales, CEO of Interbrand London at Another Marketing Conference 2012 (www.another.uk.com)
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Branding in a Post-Digital WorldGraham Hales, CEO Interbrand London
18th October 2012
Another Marketing Conference | October 20122 |
“a brand is a living business asset, brought
to life across all touchpoints which, if properly managed,
creates identification, differentiation and
value.”
Another Marketing Conference | October 20123 |
How we think about brands
4 Virgin media transformation roadmap draft, June 2011
Best Global Brands is voted one of the three most influential benchmark studies by global business leaders
Another Marketing Conference | October 20125 |
We believe that brand is a living business asset that works as a central organising principle
From this:
Your Brand – an element of your communications strategy
Your Brand – one vision that drives business performance, culture, experience and attitude
Business Strategy
Sales
Marketing
Manufacturing/retail operations
Distribution
R&D
Finance
To this:
Brand Strategy
Traditional communication
HR
Sales
Marketing
Manufacturing/retail operations
Distribution
R&D
Finance
HR
Brand strategy
Businessstrategy
Another Marketing Conference | October 20126 |
A strong brand inspires action through all aspects of the brand experience
Another Marketing Conference | October 20127 |
Humanising technologyCOMMUNICATIONS
PRODUCTS AND SERVICES
ENVIRONMENTS AND CHANNELS
PEOPLE AND BEHAVIOURS
Another Marketing Conference| October 20128 |
The brand should be understood and credible with employees before being communicated externally
Be itDo it Say it
First ensure your people understand and believe the brand proposition and its value to the business
Only after that should you start to talk about it externally
Then empower your people to take action, making tangible changes internally or externally
Another Marketing Conference | October 20129
Business & Consumer
Brand owner creates:
The brand owner’s perspective
(owned media)
The consumer creates:
We can get involved and perhaps
influence, but not control
(earned media)
Three degrees of freedom – Business created, Business and Customer created, Customer created
DIG
ITAL
TOO
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Brand ownercan co-create:
A sharedexperience
BRAND EXPERIENCE
Another Marketing Conference | October 201210
The post-digital world – B&C/B&B
Another Marketing Conference | October 201211
Brand choice in the Post-Digital World
Evaluation
Another Marketing Conference | October 201212
Customer Loyalty in a Post-Digital World
Another Marketing Conference | October 201213
The brand management task
Another Marketing Conference | October 201214 |
The ‘new’ rules of the Post-Digital World
1. Brands still have the power to change the world
2. Brands must have the courage to ‘stick their heads above the trenches’
3. Inertia is not a strategy
4. Brands must keep their promises
5. The ‘new’ rules aren’t baked in concrete yet
6. Relish the freedom of chaos but brands value and anarchy don’t mix
7. Clarity is vital
8. The pace of brand value creation / destruction has accelerated
9. ‘Everything is in Beta’
10.Consumers now have the vigilante power they deserve
Another Marketing Conference | October 201215 |
Thank youDiscussion and questions?
Graham HalesCEO, Interbrand London
Tel: (020) 7554 1169Email: [email protected]
Twitter: @IBLDN@GrahamHales
