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This presentation was done at Podcamp Halifax 2013. I did it under another company name - Brand Bandit. While it touches on branding, it's skewed to the digital world we live in.
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Branding with a
Digital Twist
January 20, 2013
Who is this guy?
• Marketing guy with 20 years of experience
– Worked with a variety of companies/agencies
– Toronto and Halifax
• Own a 6 year old consulting company – sean
williams marketing group
– Strategic marketing, brand development,
research, social media, event marketing, etc.
• Saw an opportunity and launched Brand
Bandit
– Brand strategy advisory business for new
businesses and start-ups
– Compressed time frame and costing structure
What is a ‘brand’?
Is it this?
This?
Or this guy?
A brand is…
An embodiment
of an idea
A brand is…
More than a slogan…
…or an ad campaign
A brand is…
A brand is…
Compelling & relevant point of difference
A brand is…
The bond
that gives
people a
reason to
believe
A brand is...
NOT Perfect
Finally… a brand is…
Still Relevant
The worlds top brands
Do you know the top 5?
Top brands in 2011
Interbrand Top 100
Top brands in 2001
Interbrand Top 100
What’s happening with
today’s brands?
Brand Ownership
Who really owns the brand?
The organization or the people
connected to it?
Brand Fragmentation
Inconsistency is consistency?
Brand Engagement
People don’t just show up
Brand Evangelism
Those who like it, like it a lot
Brand Evolution
Some say logos are dead. Long live,
icons, websites, hashtags, and avatars
Why ‘brand’?
Why Brand?
Be different
Reason to choose
Grow business
Build a reputation
Why Brand?
Build loyalty
Support corp. vision
Evolve offering
Change perceptions
So what are brands up to
in this ‘Digital Age’?
Brand with an Attitude
Established an Icon
Product drives Innovation
Multi-platform Engagement
Everyday Brand
Brand Guidelines?
Managing the Brand Family
Correcting Bad Moves
Brand for a Cause
Advocates Control Brand
Engagement ‘On the Go’
Accessing New Channels
Now What?
To Brand or not to Brand...
1. Think beyond a logo
2. Look around
3. Talk to you customers/users
4. Define the ‘real you’
5. Highlight what’s unique
6. Don’t be afraid to let go
