1. Ford Lincoln Mercury
SYNC

2. WHAT DO BRANDS STAND FOR?
User Satisfaction
/Loyalty
Perceived Quality
Price premium
Leadership
Perceived value Personality
Organization
Brand Awareness
Market Share
Apple
Price & Distribution
Indices

3. Creating A Brand
Create a relationship of understanding and trust.
Trust is established through a symbolic embodiment of all the
information connected to the company, product or service.
Accomplished via:
• A collection of images and ideas
• Conveying the essence of the company, product or service
• Created by the accumulation of experiences, associations and
expectations among products
• Explicit logo, fonts, color schemes, symbols and sound which
may be developed to represent implicit values, ideas, and even
personality

4. Branding Has Changed
• The definition of experiences, associations
and expectations is different in digital
• Representation of implicit values, ideas and
even personality also changed with the
digital revolution.
• Re-evaluation of logo, fonts, color schemes,
symbols and sounds must occur to connect
the experiences and the associations with
the digital values and personality.

5. Now more than ever the brand,
"branding" and brand equity have
become increasingly important
components of culture and the
economy, now being described as
"cultural accessories and personal
philosophies". [1]

6. The New Way to Gain the
Consumer Online
• First to own versus first to share
• Provide information can’t get
anywhere
• Keep me up to date wherever I am
• Fame in “knowing”
• Fame in “cool”

7. Most Critical, Measurement
It’s changed too!
• Observed click stream behavior
• Key “activities” on advertisements,
content and websites
• Search activity
• Blogosphere trending
• Surveyed qualitative behavior
• Sales

8. Alex Hultgren
“Digital Manager”
SYNC
Sync

9. The In-car Technology Market
Awareness and buzz were key to the success of SYNC

10. Plan Objectives
Increase Favorable Opinon, Consideration
Establish Brand Awareness &
and Purchase Intention
Unique Product Value

11. Strategies
Engagement
&
Personalization

12. Target Audiences
The Magic of Digital
Mass Reach
Laser Targeted

13. Pre Launch
Early Messaging

14. Launch
Mass Awareness
Product Differentiation

15. Launch
Measuring Success

16. Sustainment
Blend of Mass Awareness & Targeted Personalization

17. Sustainment
Personalization! Optimization!

18. Return…
Target Audience
Analytic Goal Driven Standards
XX
Success Built from Pillar Strength

19. Positive Response…
Target Audience
Building XX
Momentum

20. Experience it for yourself!
Drive One!