Online Brand IdentityThe ultimate guide to designing your (digital) branding strategy

Joris Merks-BenjaminsenJoris Merks-BenjaminsenHead of Digital Transformation

Follow me on:

www.jorismerks.comwww.onlinebrandidentity.org

The brand as the starting point of all decisions

The brand as the starting point of ALL decisions

What products support your brand mission?

Most brands are NOT future ready

Digital experts know how to use real-time data

But mainly do so at the end of the funnel

The ‘Cheap offer now!’ mentality in digital advertising

Mismatch between upper & lower funnel activity

Digital 1st targetingDigital 1st content & campaigns

4D Brand Building

Digital 1st content & campaignsDigital 1st KPI’sDigital 1st evaluation & Optimization

Digital 1st targeting: different people have different journeys

Example: Sequential storytelling

Yes

Pos

itive

Rem

arke

ting

Positive Remarketing

30 sec videoemotional branding1

2~1 min videowhat is Omni wireless audio?

Display Performance Remarketing

Yes

Pos

itive

Rem

arke

ting

Pos

itive

Rem

arke

ting

Pos

itive

R

emar

ketin

g

Positive Remarketing

OMNIHD WIRELESS SOUND

3~1 min videoHow does the Omni app work?

Example: Content strategy

Digital is a new creative canvas: KIA 3D Racer

Don’t filter the good stuff out of your system!!!

How to measure the ROIof great content?

Content

Cost/reach

Content Strategy

CPA

Attack fragmentation in your data and tools

An example of my consumer journey

This is what most databases would look like

● “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on

his smartphone but did not visit the site and didn’t buy anything.”

● “Someone visited the site on a laptop, looked at the new collection and ● “Someone visited the site on a laptop, looked at the new collection and

used the store locator, but didn’t buy anything.”

● “Someone visited the offline shop in the PC Hooftstraat in Amsterdam and

bought a blazer.”

Integration of CRM and real-time data needed

Cookies link back to

previous site visits on

same computer,

including previous

purchase

Purchase links to

personal info including

e-mail opening on

smartphone

Store personnel offers to

send receipt to e-mail

address, which links this

purchase to all previous

ones

This is what a consumer centric database looks like

● “Joris Merks-Benjaminsen whom is a loyal customer opened the mail on

his smartphone, then visited the site two days later on his laptop, looked his smartphone, then visited the site two days later on his laptop, looked

at the new collection, used the store locator and ended up buying a blazer

in the PC Hooftstraat in Amsterdam two weeks later.”

Communication only becomes human if data is human

Organize a brand funnel of digital behaviors

Five entrance points for digital transformation

Senior leaders need to set moonshots

Rewarding the courageous penguins

Balance data, mind and heart

Data optimize proven successes

MindMind strategic ‘future ready’ experiments

Heart creative use of the digital canvas

Making 4D Brand Building ActionableDigital 1st Audience Targeting- Look beyond demographics and purchase signals- Target segments of different types of people on moments that matter across the full consumer journey

Digital 1st Content & Campaigns- Move away from the single minded focus on one size fits all and “buy now” messaging- Inspire, educate, entertain and engage with people over time (always-on rather than burst)- Think like a publisher, not like an advertiser- Bring creatives together with those that understand tech- Bring creatives together with those that understand tech

Digital 1st KPI’s- Create a “digital brand funnel”: a journey of engagement KPI’s- Pragmatically assign value to engagement behaviors early in the customer journey

Digital 1st Evaluation & Optimization- Manage all your content and campaigns in one system- Integrate real-time interactions with CRM data in one database => consumer journey data- Run attribution models to verify the financial value of engagement behaviors early in the customer journey

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