Top Banner
IRM Summit 2014 Building Great Brands
19

Building Great Brands

May 10, 2015

Download

Software

ForgeRock

Daniel Raskin, VP of Marketing at ForgeRock, presents on brands and identity in a General Session at the 2014 IRM Summit in Phoenix, Arizona.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
  • 1.IRM Summit 2014 Building Great Brands

2. 2IRM Summit 2014 conversation knvrsSHn/ noun noun: conversation; plural noun: conversations the informal exchange of ideas by spoken words.The two men were deep in conversation 3. 3IRM Summit 2014 Identity Relationship Management Focuses on Revenue 4. 4IRM Summit 2014 Identity is about building great brands 5. 5IRM Summit 2014 6. 6IRM Summit 2014 The Fight Of Your Life! Battling your competitors for market leadership Must be faster, smarter, and stronger than competition. We need to think about identity in the context of the business. How Do You Get an Edge Over The Competition! Knocked off his feet 7. 7IRM Summit 2014v How Do We Drive Brand Value? Marketing Efforts Brand Equity Value to Organization Value to Customer An Examination of Selected Marketing Mix Elements and Brand Equity Boonghee Yoo, Naveen Donthu and Sungho Lee Journal of the Academy of Marketing Science Brand Association / Differentiation Brand Awareness Brand Loyalty Perceived Quality 8. 8IRM Summit 2014 Identity Efforts Brand Equity Value to Organization Value to Customer An Examination of Selected Marketing Mix Elements and Brand Equity Boonghee Yoo, Naveen Donthu and Sungho Lee Journal of the Academy of Marketing Science Brand Association / Differentiation Brand Awareness Brand Loyalty Perceived Quality How Does Identity Drive Brand Value? 9. 9IRM Summit 2014 Managing the Price Premium 10. 10IRM Summit 2014 Papa is Home Access Granted Cable Service Provider Example 11. 11IRM Summit 2014 Papa is in Car Papa is Not Home Can I Watch TV? Cable Service Provider Example Yes. You can Watch TV for 2 Hours 2hrs of Access Granted 12. 12IRM Summit 2014 DELIGHTED UNIQUE EASY Papa is Not Home Papa is in Car Access Granted for 2hrs only Cable Service Provider Example 13. 13IRM Summit 2014 BRAND LOYALTY Increased Price Premium BRAND ASSOCIATION / DIFFERENTIATION PERCEIVED QUALITY Papa is Not Home Papa is in Car Cable Service Provider Example 2hrs of Access Granted 14. 14IRM Summit 2014 Other Examples Token Translation Service Simplifies communication Adaptive Risk Prevent online malicious attacks Cloud Bridging Eliminates onboarding friction Speeds registrationSocial Log on Brand Differentiation Brand Loyalty Perceived Quality Brand Awareness Talking About Identity in Context of Brand Forces Us Talk in a More Accessible, Value-based Language. 15. 15IRM Summit 2014 Old World Foundation Legacy Model Broken! Piece-Parts duct taped together Slow time to market Prohibitively expensive Designed for different use case Not Focused on making You a Mean Green Fighting Machine! 16. 16IRM Summit 2014 Unified Identity Drives Value I have no feet! 17. 17IRM Summit 2014 Volume of usage driving greater brand loyalty Underutilized services could indicate barriers to growing brand equity Identifying most popular channels could directly influence how you market to populations Volume of times risk-based authentication is triggered could measure reputational risk to your brand A Different Approach to Analytics Where is the business value? 18. 18IRM Summit 2014 Summary Identity now has a seat at the table Identity is foundational element to extracting value for business Must talk about identity in accessible way Innovation needs to align with business value rather than innovation for the sake of innovation. Enjoy The Show!!!! Ive found my feet! Lets go! 19. IRM Summit 2014 Thank You