Ford Lincoln Mercury

SYNC

WHAT DO BRANDS STAND FOR?WHAT DO BRANDS STAND FOR?

Apple

Price premiumPrice premium

User SatisfactionUser Satisfaction

/Loyalty/Loyalty

Perceived QualityPerceived Quality

Perceived valuePerceived value

LeadershipLeadership

PersonalityPersonality

OrganizationOrganizationBrand AwarenessBrand Awareness

Market ShareMarket Share

Price & DistributionPrice & Distribution

IndicesIndices

Creating A BrandCreating A Brand

Create a relationship of understanding and trust.Create a relationship of understanding and trust.

Trust is established through a symbolic embodiment of all theTrust is established through a symbolic embodiment of all theinformation connected to the company, product or service.information connected to the company, product or service.

Accomplished via:Accomplished via:

•• A collection of images and ideasA collection of images and ideas

•• Conveying the essence of the company, product or serviceConveying the essence of the company, product or service

•• Created by the Created by the accumulation of experiences, associations andaccumulation of experiences, associations andexpectationsexpectations among products among products

•• Explicit logo, fonts, color schemes, symbols and sound whichExplicit logo, fonts, color schemes, symbols and sound whichmay be developed to may be developed to represent implicit values, ideas, and evenrepresent implicit values, ideas, and evenpersonalitypersonality

Branding Has ChangedBranding Has Changed

•• The definition of experiences, associationsThe definition of experiences, associationsand expectations is different in digitaland expectations is different in digital

•• Representation of implicit values, ideas andRepresentation of implicit values, ideas andeven personality also changed with theeven personality also changed with thedigital revolution.digital revolution.

•• Re-evaluation of logo, fonts, color schemes,Re-evaluation of logo, fonts, color schemes,symbols and sounds must occur to connectsymbols and sounds must occur to connectthe experiences and the associations withthe experiences and the associations withthe digital values and personality.the digital values and personality.

Now more than ever the brand,Now more than ever the brand,

"branding" and brand equity have"branding" and brand equity have

become increasingly importantbecome increasingly important

components of culture and thecomponents of culture and the

economy, now being described aseconomy, now being described as

"cultural accessories and personal"cultural accessories and personal

philosophies". [1]philosophies". [1]

The New Way to Gain theThe New Way to Gain the

Consumer OnlineConsumer Online

•• First to own versus first to shareFirst to own versus first to share

•• Provide information canProvide information can’’t gett get

anywhereanywhere

•• Keep me up to date wherever I amKeep me up to date wherever I am

•• Fame in Fame in ““knowingknowing””

•• Fame in Fame in ““coolcool””

Most Critical, MeasurementMost Critical, MeasurementItIt’’s changed too!s changed too!

•• Observed click stream behaviorObserved click stream behavior

•• Key Key ““activitiesactivities”” on advertisements, on advertisements,

content and websitescontent and websites

•• Search activitySearch activity

•• Blogosphere trendingBlogosphere trending

•• Surveyed qualitative behaviorSurveyed qualitative behavior

•• SalesSales

Alex HultgrenAlex Hultgren““Digital ManagerDigital Manager””

SYNCSYNC

SyncSync

The In-car Technology MarketThe In-car Technology MarketAwareness and buzz were key to the success of SYNC

Plan ObjectivesPlan ObjectivesEstablish Brand Awareness &

Unique Product Value

Increase Favorable Opinon, Consideration

and Purchase Intention

StrategiesEngagement

&

Personalization

Target AudiencesThe Magic of Digital

Laser Targeted

Mass Reach

Pre LaunchEarly Messaging

Pre LaunchEarly Messaging

LaunchMass Awareness

Product Differentiation

LaunchMeasuring Success

SustainmentBlend of Mass Awareness & Targeted Personalization

SustainmentPersonalization! Optimization!

Target AudienceXX

Return…Analytic Goal Driven Standards

Success Built from Pillar Strength

Target AudienceXX

Positive Response…Building Momentum

Experience it for yourself!

Drive One!