brand-centric digital activation · subsection title isbm 8 proprietary and confidential three...

BRAND-CENTRIC DIGITAL ACTIVATION

WEBINAR SERIES 2020

Presented by: Mitch Duckler, Managing Partner, FullSurge

PROPRIETARY AND CONFIDENTIAL

ISBM

Webinar: Brand-centric Digital Activation

March 10, 2020

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2ISBMPROPRIETARY AND CONFIDENTIAL

Brand in an Increasingly Digital World

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Living in a World of Brand Monotony

18%Among those who consider

a brand acceptable, the percentage who agreed it was different from others

Source: BrandZ. Data collected on more than 6,000 brands around the world, over a 10-year period

Source: Young & Rubicam. Brand Asset Valuator® Tool Kit

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Seven Causes of Brand Monotony

Technological Advances

Proliferation of Choice

Changes in Distribution

A New Media Landscape

Proliferation of Information

Enlightened Consumers

Marketers Not Keeping Pace

Common Denominator = Digital Technology

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The Indispensable Brand

Value Proposition

Product/Service

Portfolio & Architecture

Customer Experience

Story

Growth & Extendibility

Metrics & Measurement

Digital Activation

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The Real “Digital Divide”

“The key to effective digital marketing is a

clear brand positioning”

“With the focus on digital/social marketing, brand

strategy gets overlooked”

Source: BrandGym

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A Vicious Cycle

Short-term tactics, devoid of brand

Decreasing brand relevance

Reduced connection with customers

Shrinking levels of brand loyalty

Price competition & commoditization

Reduced growth & profitability

Average CMO tenure is ~44 months

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Three Essential Shifts in Digital

From: The latest and greatest in features & functions…

To: Creating a digital experience inspired by brand positioning

From: Funnel conversions and “click bait”…

To: Informing and educating customers, and building long-term brand equity

From: Chasing followers, shares, comments and likes…

To: Strengthening customers relationships throughthe lens of the brand

Website

Content

Social Media

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Brand-centric Website Design

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Brand-centric Website

Align website with brand positioning

Focus on brand awareness-building

From: The latest and greatest in features and functions…To: Creating a digital experience inspired by brand positioning

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Align Website with Brand Positioning1

Brand Positioning

FORM

FUNCTION

Color Tone of Voice Emotion

Layout/NavigationContent Channels

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Website and Brand Positioning

Color

Tone of Voice

Emotions

Colors that reflect not only the visual identity system, but core values

Should be consistent with the brand’s character and personality

Evoke emotions that reflect the brand’s positioning, not the latest design trends

Content

Content that resonates with the brand’s identity AND audience interests

Layout/Navigation

Place logo and tagline in “hot zone” areas to generate instant brand recognition

Channels

Find outlets that align with brand positioning, identity and values

— Function —— Form —

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Example

Purpose

Value Proposition

History

Positioning

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Focus on Brand Awareness-building2

The vast majority of clicks are because of brand recognition,not “click bait” headlines or content strength

Higher Brand Awareness

Higher CTR

Higher SERP Rank

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Own Your Brand’s SERPs

• Build strong external profile pages (Wikipedia, Facebook, Twitter, Google+, Slideshare)

• Distribute press releases

• Get interviewed

• Build strong internal links within site

• Consider “buying” your brand name via PPC

Proactively Manage Brand Reputation in Search

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Build Branded Links

WHY BRANDED LINKS:

• Helps build brand’s prominence over the web

• Assimilates brand keywords you’re trying to own

HOW BRANDED LINKS:

• Use on author bios when submitting guest blogs

• Submit to business andgeo-specific web directoriesNew York Times

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Brand-centric Content Marketing

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Content Marketing “Disconnect”

Source: Content Marketing Institute

Brand StrategyThe blueprint for how you build and grow your brand

Content StrategyA way to execute your brand

strategy; tool to communicate

33%of marketers say the focus on brand when creating content

37%of marketers have a formal

content strategy

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Content Marketing: B2B vs. B2C

Content Marketing B2B B2C

Value Proposition

Viable solution to meet business needs

Satisfy personal preferences; often dictated by styles/trends

FocusProblems and “pain points” that require solutions

Emotional triggers that create preference; drive purchase

Messaging Articulate business value, service and quality

Convey consumer value and emotional satisfaction

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Brand-centric Content Marketing

Share your brand story

Build brand pillars

From: Funnel conversions and “click bait”…To: Informing and educating customers, and building brand equity

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Share Your Brand Story1

Brand Storytelling = Emotional Engagement

80%of people

want brands to tell

stories…

85%of people

can’t remember a

good one

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Brand Story: Inspiration

Make Customers the Hero

Leverage YourPurpose

Consider YourOrigin

“The birthplace of Silicon Valley”

“Save our home planet”

“Real beauty is shaped by real women”

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Build Brand Pillars2

It’s Not Either/Or … it’s AND

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What are Brand Pillars?

Brand PillarEncompasses a brand’s identity, purpose, values, tone of voice, positioning, and look and feel

Cluster ContentHighlights and elaborates upon a specific aspect of Brand Pillar in greater detail

Source: HubSpot

Content Pieces

Video

InfographicBlog

What’s created/consumed

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Why Brand Pillars?

Source: HubSpot

Traditional Brand Pillars

Content that’s:• Consistent with brand• Useful to site visitors• Relevant to Google/SEO

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Example

How to start a workout routine

The benefits of cardio vs. strength

The role of nutrition in achieving fitness

Incorporating fitness into an active lifestyle

The correlation between fitness and longevity

Overcoming common obstacles to exercise

Physical Fitness

5-step Infographic

Blog Post

Instructional Video

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Brand-centric Social Media

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Social Media

44% 39% 39% 39%

Source: Global Web Index

38% 38% 37% 36%

Conduct Research

% of active users who say they usesocial platforms to research products

Inform Decision-making

% of users who say they are likely to purchase from a brand they follow

Source: Sprout Social

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Social Media & Marketers

We need to get this right!

77%of marketers use at least one social network to

promote their brand

48%of marketers

agree that social media

gives them ANY return on

investment

Source: SmartInsights

30%of people have unfollowed a brand because

the content doesn’t fit the brand

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Brand-centric Social Media

Choose platforms wisely

Humanize the brand

From: Chasing followers, shares, comments and likes…To: Strengthening customers relationships through the lens of the brand

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Choose Platforms Wisely1

Q: What social media platforms are you currently using for marketing?

Choose fewer platforms; engage at higher levels

Source: SmartInsights

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Social Media Platforms

Purpose

Best For

Downside

Building Relationships

News, Articles; Conversations Scrapbooking Search

“How To”News, Articles; Conversations

Building Brand

Loyalty

Enhancing Public

Relations

Driving Lead

Generation

Building Brand

Awareness

Enhancing Business

Development

Limited Reach

140 Characters

ImagesOnly

ResourceIntensive

LimitedInteractions

Source: Accion

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Selecting Platforms

Step 1: Identify your audience• Demographics• Attitudes• Needs/Behaviors

Step 2: Define your goals• Brand Awareness• Customer Acquisition• Customer Support

Step 3: Select your platform(s)• Fit: Audience and Platform• Fit: Platform and Brand• Fit: Platform and Goals

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Humanize the Brand2

Source: Sprout Social

35%of people feel brands do not show any personality

on their social media accounts

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Make it Personal!

Don’t Be Afraid to Take a Stance

Go Behind the Scenes

Showcase Your Leadership Team

Don’t Post Like a Marketer

Acknowledge Your Mistakes

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Examples

Don’t Post Like a Marketer

Showcase Your Leadership Team

3 out of 4 consumers say a CEO’s presence on social media makes

the brand more trustworthy

PROPRIETARY AND CONFIDENTIAL

Thank You!

Mitch Duckler

[email protected]

brand-centric digital activation · subsection title isbm 8 proprietary and confidential three...

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