BRANDING ONLINE

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BRANDING

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YES

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Costs

Value

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A Promise

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Passive

Active

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Strategy

Expression

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Behaviour

Visually

Messaging

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• Distinctive• Memorable• Flexible• Adaptable• Contemporary• Durable• Pleasing

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In the head of the consumer

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Market Intelligence

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Online

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No impact on definition

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Online businesses vs

Online channel

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• Ease of use• Relevant features• Response times• Reliability• Currency• Pricing• Consistency• True of voice

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• Consistent repetition• Interface representing the brand• Use of technology• Colour reproduction

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• Website- engaging – interactive,

sticky- correct information –

instantly updatable- has a purpose, website

business plan

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• EDM- segmented, dynamic based

on attributes- relevancy, based on opt-in- timely, based on user stats- measure return on

investment, relate this back to brand

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• Social media- monitor first (listen)- deduce appropriate

communication- have a strategy (reason

and plan)- measure results

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You need a success plan

Strategise Create Engage Monitor MeasureResearch

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• User behaviour- are people interacting,

such as retrieving information?• Measure engagement

- are people responding

accordingly?• Measure sentiment

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Everyone

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Some Tips

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• Online in the plan• Monitor and respond• Test before use• Visual consistency and coordination• Message consistency and

coordination• Behaviour consistency and

coordination

THANK YOU(for not going to sleep)