eCMO Conference 2013 - Time Flies! Branding Won't

Kenneth Wan from The Bread Digital

Thinks

“Brands become irrelevant in the age of social”

Consumer Decision Journey

Consumer Decision Journey

NowadaysTVPrintOOHOnline DisplaySocial

SearchSocial

PeersReview

MobilePOSSocial

Social

Narrow the Gap between BIG & small players

Social media / Digital is an Magnifying Glass

For Both Good & Bad

Do we need to quantified everything in digital space? Including Branding?

What does a “LIKE” mean for brand?

Strong Branding gets paid off especially in bad times

Red Bull Media House

THANK YOU

Kenneth WanE: [email protected]: 3998 4808

: wankinkin: wankinkin: wankinkin: wankinkin: wankinkin: 溫堅堅

: Kenneth Wan

Branding is not what brand deliver but it is solely the perception of consumer

Branding becomes more transparent… it is not just image. With digital, brand becomes very transaparent… product, services, after sales service shopping experience all counts

Narrow the gap between big & small brand

Digital is not magic solutions

In digital age, why everything needs to be quantified?

Why all brands nowadays want to be friendly & engaging? Why brands are asking for likes?

Douglas Rushkoff

thinks branding is irrelevant in the age of the social network

Social is the exchange of facts / information / values among people. Not brands

Branding in Digital Age

Brands is not building in social network

Instead social network is a boosters

It boosts what the brands are ? Better or Worse