Interbrand - iStrategy Atlanta

Influencing the masses

Creating a digital brand strategy

September 13, 2011

| iStrategy Conference | Digital Dimensions Study | 13 September 20112

The panel

Jeff Mancini

InterbrandSenior Director,Digital Strategy

@jeffmancini

Elizabeth Pizzinato

Four Seasons Hotel and Resorts VP Brand Communication

@epizzinato

SamZellner

AT&TExecutive Director, Innovation

@samzellner

KristinKovner

AOLSenior Director of Marketing

@kristinkovner

DonSteele

MTV NetworksVP Digital MarketingComedy Central

@donsteele

FPO

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We believe that brands influence three things…

premium

choice

loyalty

Command

Drive

Engender



“A revolution does not happen when society adopts new tools, it happens when society adopts new behaviors.”

- Clay Shirkey, Author, “Here Comes Everybody”

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How do brands measure up? We evaluated across 10 dimensions:

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Clarity Commitment Protection Responsiveness

ConsistencyDifferentiation PresenceRelevance UnderstandingAuthenticity

Internal components

External components



Your belief internally about the importance of your brand and the dedication to fulfill its promise.

Commitment

Findings

• 1 in 3 claim an inadequate amount of resources dedicated to the company’s digital efforts• 1 in 3 believe their company’s investment in ongoing employee education on their digital strategy is inadequate


Your brand’s ability to respond to market changes, challenges and opportunities – your brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.

Responsiveness

Findings

• 1 in 4 digitally active brands claim their company does not actively solicit customer feedback


Relevance

The fit your brand has with your customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies.

Findings

While 74% of respondents consider soliciting customer feedback as the most popular technique for determining appropriate digital experiences, 26% are not soliciting customer feedback at all


Differentiation

The degree to which your consumers/customers perceive your brand to have a differentiated positioning distinctive from your competition.

Findings

• Only 13% of respondents claim to audit competitors on a regular basis


whatisAOL.com


Consistency

The degree to which your brand is experienced without fail across all touchpoints or formats

Findings

• 1 out of 3 respondents believe their brand experience to be inconsistent across digital touchpoints

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Key Takeaways

• Zoom out from the tools and think about the behaviors your brand can influence

• Be authentic: know what you stand for, make it meaningful and make it understood

• Say, Be, Do: Include your employees in the effort, they are your most important assets and customer touch-points

• The best way to win social media is to deliver on a comprehensive brand experience--people will say great things about you


Questions?

Thank you

For more information on Interbrand, our study or the latest launch of “The 100 Best Global Brands”, please visit us at:

www.interbrand.com

Panel:

@jeffmancini @donsteele @samzellner

@kristinkovner @epizzinato

Interbrand - iStrategy Atlanta

Business

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