Strategies for digital

branding

Twitter @Soffi_Propp

About me

Lecturer in digital strategies at INSEEC university in London

Trainer in digital leadership and creativity

Used to work in large corporate such as Bureau Veritas, BSI Business Information and

ITV

Been in roles such as Website Manager, Ecommerce Manager and Digital Marketing

Manager

My favourite online networks are Facebook, LinkedIn, Twitter, MeetUp and Harvard

Business Review Blog

New book about Digital Leadership published September 2013

Digital branding

People don’t care if a brand is communicating a digital

message or a non-digital message. They care about how

they feel about the brand….

A brand is not a product

”A product is something that is made in a factory;

a Brand is something that is bought by a customer.

A product can be copied by a competitor;

a Brand is unique.

A product can be quickly outdated;

a successful Brand is timeless.”

Stephen King

WPP Group, London

Brain game

Basic brain knowledge

Connections

Neurons

Synapses

Patterns

Repetition -

- You learn what a brand stand for

Associations - The brain doesn't just store factual information about brands, it stores sensory

perceptions, emotions and learned behaviours. These are stored as sets of

associations.

The greater the frequency and the emotional response, the deeper the tracks

Brand building

People make their decisions with their emotions.

It starts with the people who works inside the

organisations. They have to know what they stand for.

Then you spread the message from there…

A brand =

a promise made and a promise kept

If you can’t keep it

then don’t say it!

Case study Volvo Trucks

• The ballerina

• The crane

• The split

https://www.youtube.com/results?search_query=volvo+tr

ucks

Integrity and identity

What are your associations to After Eight?

Usage? Experience? When?

Please write down as a mind-map in groups of 4 people.

“Consumers should perceive After Eight as a uniquely

presented, wafer-thin, high quality mint chocolate, which is

enjoyed after a relaxed dinner or on comparable occasions.

It should be associated with the elegance, sophistication and

social status of the good hostess and of her guests.

As an affordable token of friendship or appreciation, it reflects

the good taste of the giver and will flatter the receiver.”

Guess when this was written????

Group workAnalysis of different UK brands online

1) Do a brand mind-map of associations you feel about the brand

2) Where is the brand present online? Website, social media, mobile apps?

- Write down where the brand is digital - and analyse how they are doing

Brand ideas:

•Tate modern

•Fortnum & Mason

•Rolls Royce

•Barclays

•Waitrose

•Marmite

•Ritz (hotel & afternoon tea)

•Whisky

•Gin

•Tea, coffee, milk