Technical Leaders - Working with the Management Team
Branding in the post digital age
1. Branding in a Post-Digital
World
Graham Hales, CEO Interbrand London
18th October 2012
2. “a brand is a living
business asset, brought
to life across all
touchpoints which, if
properly managed,
creates identification,
differentiation and
value.”
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3. How we think about brands
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4. Best Global
Brands is voted
one of the three
most influential
benchmark
studies by global
business leaders
4 Virgin media transformation roadmap draft, June 2011
5. We believe that brand is a living business asset that
works as a central organising principle
From this: To this:
Finance
Finance
HR
HR
Sales
Sales
Brand Traditional Brand
Business Marketing
Strategy communication
Business Marketing strategy strategy
Strategy
Manufacturing/
Manufacturing/ retail operations
retail operations
Distribution
Distribution
R&D
R&D
Your Brand – one vision that
Your Brand – an element of
drives business performance,
your communications
culture, experience and
strategy
attitude
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6. A strong brand inspires action through all
aspects of the brand experience
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7. PEOPLE AND BEHAVIOURS
PRODUCTS AND SERVICES
Humanising technology
ENVIRONMENTS AND CHANNELS COMMUNICATIONS
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8. The brand should be understood and credible with
employees before being communicated externally
Be it
First ensure your people
understand and believe the
brand proposition and its
value to the business
Do it
Then empower your people
to take action, making
tangible changes internally
or externally
Say it
Only after that
should you start
to talk about it externally
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9. Three degrees of freedom – Business
created, Business and Customer
created, Customer created
BRAND EXPERIENCE
Business & Consumer
Brand owner Brand owner The consumer
creates: can co-create: creates:
DIGITAL TOOLS/10TH JULY 2012
The brand owner’s A shared We can get involved
perspective experience and perhaps
(owned media) influence, but not
control
(earned media)
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14. The ‘new’ rules of the Post-Digital World
1. Brands still have the power to change the world
2. Brands must have the courage to ‘stick their heads
above the trenches’
3. Inertia is not a strategy
4. Brands must keep their promises
5. The ‘new’ rules aren’t baked in concrete yet
6. Relish the freedom of chaos but brands value and
anarchy don’t mix
7. Clarity is vital
8. The pace of brand value creation / destruction has
accelerated
9. ‘Everything is in Beta’
10.Consumers now have the vigilante power they
deserve
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15. Thank you
Discussion and questions?
Graham Hales
CEO, Interbrand London
Tel: (020) 7554 1169
Email: graham.hales@interbrand.com
Twitter: @IBLDN
@GrahamHales
15 | Another Marketing Conference | October 2012