SKAL Congress Branding Presentation
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Transcript of SKAL Congress Branding Presentation
![Page 1: SKAL Congress Branding Presentation](https://reader033.fdocuments.in/reader033/viewer/2022060110/55614c5dd8b42a780d8b4aa4/html5/thumbnails/1.jpg)
Branding, consumer loyalty and the new age of digital engagement
May 2, 2014
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Setting the Stage
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The world we live in
http://youtu.be/YV-3ZgLRnAc
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So… how does a brand survive?
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Big changes have happened over time
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Top brands in 2003
Interbrand Top 100
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Top brands in 2013
Interbrand Top 100
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First… lets look at the definition of a Brand
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Is it this?
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This?
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This?
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Or this guy?
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My view is…
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A brand is…
An embodiment of an ‘idea’
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A brand is…
More than a slogan…
…or an ad campaign
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A brand is…
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A brand is…
Compelling point of difference
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A brand is…
The bond that gives people a reason to believe
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A brand is...
NOT Perfect
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Finally… a brand is…
Relevant and Reinventing
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Next… what’s happening with today’s brands?
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People are ‘owning’ brands
Who really owns the brand?The organization or the people
connected to it?
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Communities and ‘villages’ are thriving
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Loyalty has evolved to evangelism
Those who like it, like it a lot
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Flexibility and fragmentation is ok
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Brands are icons, hashtags, urls and avatars
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There’s always a new engagement channel
People don’t just show up
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So, what can we learn from others?
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Fun and Caring Brand
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Happy time of year
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Offer customers a Christmas ‘miracle’
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Pushed out and picked up
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Results
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Brand with Equity and History
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The Super Bowl… Lights Out
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Relevant and Topical Brand Message
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Pushed out through social channels
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Results
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Finally… key reasons to ‘brand’ in this digital age?
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Strong branding helps…
You be different
Gives people a reason to choose YOU
Grow the business
Build a reputation
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Strong branding helps…
Build loyalty
Support corp. vision
Evolve the offering
Change perceptions
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Strong branding helps…
Ensure Alignment and Focus
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Thank You to a well established brand