Beyond the logo: Managing the digital brand
-
Upload
regis-faubet -
Category
Marketing
-
view
352 -
download
3
Transcript of Beyond the logo: Managing the digital brand
“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
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
BRAND TONEFunny
Serious
Formal Casual
Respectful
IrreverentEnthusiastic
FactualApplies to all channels and points of contact.
Can vary to fit the situation.
MEASURING BRAND STRENGTHSocial Listening
Volume of mentions
Reach
Measure against
Time
Competition / Market
BRAND & PROSPECTIVE STUDENTS9 in 10 have no idea which universityto choose
83% use non-branded search terms
BRANDED CONTENT ?
Blurs the line between editorial content and advertising
More difficult for brandsto deliver what they advertise
Content shock
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.
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