SKAL Congress Branding Presentation

Branding, consumer loyalty and the new age of digital engagement

May 2, 2014

Setting the Stage

The world we live in

http://youtu.be/YV-3ZgLRnAc

So… how does a brand survive?

Big changes have happened over time

Top brands in 2003

Interbrand Top 100

Top brands in 2013

Interbrand Top 100

First… lets look at the definition of a Brand

Is it this?

This?

This?

Or this guy?

My view is…

A brand is…

An embodiment of an ‘idea’

A brand is…

More than a slogan…

…or an ad campaign

A brand is…

A brand is…

Compelling point of difference

A brand is…

The bond that gives people a reason to believe

A brand is...

NOT Perfect

Finally… a brand is…

Relevant and Reinventing

Next… what’s happening with today’s brands?

People are ‘owning’ brands

Who really owns the brand?The organization or the people

connected to it?

Communities and ‘villages’ are thriving

Loyalty has evolved to evangelism

Those who like it, like it a lot

Flexibility and fragmentation is ok

Brands are icons, hashtags, urls and avatars

There’s always a new engagement channel

People don’t just show up

So, what can we learn from others?

Fun and Caring Brand

Happy time of year

Offer customers a Christmas ‘miracle’

Pushed out and picked up

Results

Brand with Equity and History

The Super Bowl… Lights Out

Relevant and Topical Brand Message

Pushed out through social channels

Results

Finally… key reasons to ‘brand’ in this digital age?

Strong branding helps…

You be different

Gives people a reason to choose YOU

Grow the business

Build a reputation

Strong branding helps…

Build loyalty

Support corp. vision

Evolve the offering

Change perceptions

Strong branding helps…

Ensure Alignment and Focus

Thank You to a well established brand

Question?

sean@williamsmarketing.cawilliamsmarketing.ca@swmgroup