BEYOND THE LOGO MANAGING THE DIGITAL BRAND 2016
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BEYOND THE LOGOMANAGING THE DIGITAL BRAND
2016
EDWARD “BLACKBEARD” TEACH
Brand promise?
"Die, ye scurvy dogs!"
“BRAND”?
A representation
of the product
The product’s
reputation
“BRAND”?
Representation
Identification:
Logo, colors, style…
Reputation
Specific attributes:
Healthy, fashionable, luxurious…
“BRAND”?
Representation
Identification:
Logo, colors, style…
Reputation
Specific attributes:
Healthy, fashionable, luxurious…
(Relatively new)
IN THE DIGITAL AGE
More access to information, more available choices
Can also shape brands
Consumers Brands
Followed consumers online
Blur the line between representationand reputation
IN THE DIGITAL AGE
One-way Two-way
Message Experience
A carefully crafted one-way message
delivered to a receiver, with no opportunity
for dialogue or compromise.
BRAND COMPONENTS
What a company looks like, sounds like,
and how it behaves are all equal
components of brand.
“
”Kate Williamson, Nielsen Norman Group
Visual design: How it looks
Content design: How it sounds
Interaction design: How it feels
BRAND COMPONENTS
BRAND COMPONENTS
Seriously, Microsoft?
BRAND TONEFunny
Serious
Formal Casual
Respectful
IrreverentEnthusiastic
FactualApplies to all channels and points of contact.
Can vary to fit the situation.
MEASURING BRAND STRENGTHSearch interest
MEASURING BRAND STRENGTHHead vs. Long Tail
Visits
KeywordsHead Long Tail
MEASURING BRAND STRENGTHSocial Listening
Volume of mentions
Reach
Measure against
Time
Competition / Market
BRAND & PROSPECTIVE STUDENTS
TheProspective Student journey
BRAND & PROSPECTIVE STUDENTS9 in 10 have no idea which universityto choose
83% use non-branded search terms
BRAND & PROSPECTIVE STUDENTSBrands become priority in the late stages of the selection process
BRANDED CONTENT ?
Blurs the line between editorial content and advertising
More difficult for brandsto deliver what they advertise
Content shock
DEBRANDINGConsumers
Products
interfaceBRANDReal peopleReal tones
of voice
DEBRANDINGBrands grow by differentiating, isolating themselves from others, but:
For consumers, everythingis interconnected.
What distinguishes brands is less important than what brings thingsand people together.
BRAND ADVOCATESIncrease reach
Increase trust
Easier to find within university than externally
WHERE DO YOU STAND?
Business as Usual
“Wrapper”
“Supercharger”
Brand as dialogue
Co-creation
THANK YOU FOR YOUR ATTENTION
@faubet
SOURCESBrand Is Experience in the Digital AgeKate Williamson, User Experience Specialist,Nielsen Norman Group
How Students Use Digital to Choose SchoolsJennifer Howard, Education Industry Director, Google
The Future Of Branding Is DebrandingJasmine De Bruycker, creative strategist, Base Design
To build digital brands, universities need to relinquish controlMax du Bois, executive director, Spencer du Bois
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