Building Brand Value With Digital Media

Why do we care about building “brand value”?

“Brand Building”“Branding”

“Build Brand Equity”“Brand

Enhancement”

= “Improving our reputation”

Your reputation precedes youIf it’s positive, much of your work is done for you.

Why build brand value using digital media?

It’s where the eyeballs are

It’s where conversations & buying decisions are taking place.

If we don’t our competitors will

Professional

Long Term

Short Term

Intimate

Friends & Family

One Night StandsBrands

Colleagues

Credit: Mat Clayton

Professional

Long Term

Short Term

Intimate

Friends & Family

Brands

Credit: Mat Clayton

Those we trust the most...

…Those we trust the least

are recommending (through likes, , tweets, and other social signals)…

How do we do it effectively?

“If one cannot increase the supply of a resource, one must Increase its yield” – Peter Drucker

Lower budgets can be a blessing in disguise. They force you to think about1:many (viral) marketing, opposed to The easier 1:1 marketing options.

The Lower Your Marketing Budget, the Smarter Your Digital Strategy Must Be.

Quality x Quantity

Red Bull own a media company with 135 staff producing branded content. Their official video content has been viewed over 700,000,000 times.

Create conversions around the brand, not necessarily about the brand.

Emerging opportunities & innovation

Mobile advertising is Currently ~1/3rd of the costof desktop advertising.

Huge opportunity for cost Effective content distribution.

Buzz + Advocacy

Most brands are great at building buzz online, but struggle with advocacy

What are you doing to ensure your brand is getting involved in conversations around your products / services – and is it enough?

Thank you