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02 sergey
1. It’s a real truth today:
you can’t make the first
impression a second time
@SEMitrofanov-//-Riga,-#iLive2012
2. How the Internet changed
brands and branding
Sergei E.Mitrofanov for iLive conference
Riga; May 22d, 2012
@SEMitrofanov-//-Riga,-#iLive2012 BRANDFLIGHT
20. It's easy today to go
ON-line with any of your
ideas or businesses, but it is
still hard not to get lost in
OFF-line world
@SEMitrofanov-//-Riga,-#iLive2012
22. RELATIONSHIPBRAND
Relationship Brands Relationship Brand Heroes
•Introduced by INTERNET
•Connectivity focused
•Faster to build compared with
equally valued transaction brands (5
—15 years)
•Easier to extend into new categories
•Less traditional media marketing
instead web, events, sponsoring, co-
branding
•Constant flow of small innovations
involving customers (type beta-
testing)
•Loyalty is a state of mind
•Story telling, dream selling,
refreshing narrative important
•Relationship branding creates
opportunities
