Digital interface has transformed branding. This keynote presentation discusses how to brand your products and services in this paradigm-changing media.

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DIGITAL BRANDING
e
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C e u V t t a
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2. A VISUAL PRESENTATION BY SUDIO SUDARSAN
Originally presented at the CEBMM Singapore 2007. Copyright © 2007 11powerN.com
For Education Purpose Only.

3. REW
LET’S START WITH A LESSON IN HISTORY..

4. Alloy Steel
Soft Leather
MARKETING WAS ABOUT
WHAT A BRAND IS.
1875–1925
AGE OF PRODUCT FEATURES

5. For Sheer Feet Comfort
MARKETING WAS ABOUT
WHAT A BRAND DOES.
1925–1960
AGE OF PRODUCT BENEFITS

6. Appeal to his Senses
MARKETING WAS ABOUT
WHAT A BRAND MAKES YOU FEEL.
1960–1990
AGE OF EMOTION

7. For the Woman You Are
MARKETING WAS ABOUT
HOW A BRAND DEFINES YOU.
1990–2005
AGE OF IDENTITY

8. http://www.shoeclub.us
MARKETING WAS ABOUT
WHERE A BRAND MAKES YOU BELONG.
2005-
AGE OF SOCIAL NETWORKS

9. DIFFERENT STROKES
for
DIFFERENT FOLKS

10. for
READING

11. for
COOKING

12. for
TRAVEL

13. for
SPORTS

14. CLOTHING IS AN EXTENSION OF SKIN.

15. ..WHEEL, AN EXTENSION OF THE FOOT

16. MEDIA IS AN EXTENSION OF HUMAN FACULTY –
PHYSICAL, MENTAL, EMOTIONAL, AND RELATIONAL.

17. AS THE MARKETING ENVIRONMENT RAPIDLY
TRANSFORMED WITH THE ADVENT OF WEB 2.0..
1 0
0 1 1 0 1 0
1 0 0 1 0 1
1 0 0 1 1 0 1 0
0 1 1 0 0 1 1 0 0 1
1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0 1 0
1 0 0 1 1 0 0 1 1 0
1 0 0 1 0 1 0 1
0 1 1 0 0 1 1 0 0 1
0 1 1 0 1 0
1 0 0 1 0 1
1 0 0 1 0 1
0 1 1 0 1 0
0 1 1 0 1 0
0 1 0 1
1 0 0 1 0 1
0 1 1 0 1 0
0 1 0 1

18. ..EXTENSION OF SENSE PERCEPTION ALTERED THE
WAY CONSUMERS ACT, THINK, EMOTE, AND RELATE.

19. WEB 1.0
BUSINESS STRATEGY
BRAND STRATEGY
MARKETING
COMMUNICATION
OFFLINE ONLINE

20. WEB 2.0
BUSINESS STRATEGY
BRAND STRATEGY
CRM PROMOTION MARKETING CHANNEL SALES
INTERNET

21. INTERNET IS TODAY’S TOWN SQUARE OF THE GLOBAL VILLAGE

22. IN THIS NEW WAVE OF TECHNOLOGY, THE
WAY PEOPLE COMMUNICATE CHANGED.

23. ALMOST OVERNIGHT, MARKETING CHANGED.

24. THE MOMENT NEWS HITS THE WIRE
FIRESTORM ERUPTS VIA DIGITAL CHANNELS.

25. WITH THE WHIRLWIND IMPACT OF DIGITAL MEDIA
BRANDS STAND NAKED TODAY

26. FROM TO
PUSH MEDIA PULL MEDIA
FROM TO
LEAN BACK LEAN FORWARD
MARKETING MARKETING

27. BUILDING A ROBUST DIGITAL BRAND
STARTS WITH THE COSTUMER IN MIND

28. Rational quadrant answers the
fundamental question “Who are you?”
INFORMATION
WEBSITE
POINTS OF PARITY
SECURITY
ATTRIBUTES/ PRICE POINTS
FEATURES
PRODUCT/SERVICE
POINTS OF DIFFERENCE
OFFERING
BENEFITS
AL
ON
TI
RA
1

29. IF WEBSITE DOESN’T MEET NEEDS OF USERS, IT
WON’T MEET THE NEEDS OF THE ORGANIZATION.
RELEVANT
PERSONALIZED CURRENT
LUCID INFORMATION EASE OF FINDING
TIMELY COGENT
ACCURATE

30. CUSTOMERS MAY NOT BE GOOD AT DESCRIBING SOLUTIONS,
BUT ARE GOOD AT DESCRIBING THEIR NEEDS/PROBLEMS.
WHAT IS THE PURPOSE OF ACCESSING WEBSITE?
HOW FREQUENTLY DO CUSTOMERS ACCESS?
WHAT IS THEIR WEBSITE EXPERIENCE?
WHAT TYPE OF INFORMATION DO THEY NEED?
WHAT ARE THEIR NEEDS/WANTS?
HOW WILL INFORMATION BE USED?

31. CUTTING-EDGE RESEARCH METHODS FROM MYRIAD
FIELDS PROVIDE RICH INFORMATION OF USERS TODAY.
REPTILIAN MIND MAPPING
PARTICIPANT BEHAVIOR
DAY-IN-THE-LIFE CUSTOMER ANALYSIS
ETHNOGRAPHIC LONG INTERVIEWS
NON PARTICIPANT BEHAVIOR

32. INNOVATION MUST STARTLE.

33. CO NE
AN E
CE
IC T
IF IBU
NS ED
UM S
GN R
SI ATT
ER
ET
HI
M
GH
UN
BREAKTHROUGH
INNOVATION
CATEGORY ENTRY
DEVELOPMENT TICKET
DEAD
WOOD
LO
ET
M
W
IDENTIFICATION OF UNMET NEEDS PROVIDES DIRECTION TO CREATE
A PIPELINE OF CUSTOMER-CENTRIC INNOVATIVE SOLUTIONS.

34. ONLINE ANALYSIS MUST USE ALL THE HELP
IT CAN TAKE FOR INNOVATION RESEARCH.

35. ADAPTIVE SELF-EXPLICATED APPROACHES FOR
MULTIATTRIBUTE PREFERENCE MEASUREMENT TODAY CAN
STATISTICALLY PREDICT PRODUCT BUNDLING.

36. 2
PS
DIGITAL
YC
PERSONA
H IC
SYMBOLICAL
AL
BRAND
AFFILIATIONS
CONTENT
TONE
FUNCTIONALITY
LIKEABILITY
Psychical quadrant answers the
fundamental question “What are you?”

38. HUMANS PAY ATTENTION TO WHAT

39. TO INJECT
DIFFERENTIATION, THE ENGINE OF THE BRAND TRAIN,
TAKES EXTREME
FOCUS

40. SIMPLICITY DRIVES ENGAGEMENT.
Simple is true.

41. AN EMPTIER WEBSITE IS AN ELEGANT WEBSITE.

42. 3
L
NA
IO SOCIAL APPROVAL
OT
GRAPHIC
EM
DESIGN
SITE STYLE
TRUST
HEDONISM
SINCERITY
Emotional quadrant answers the
fundamental question “What about you?”

43. ESTEEM MEASURES EXTENT OF LOVE AND RESPECT OF A BRAND.

44. AN APPEAL, THE BASIC IDEA WHY AN AUDIENCE
SHOULD ACT, MUST STIR EMOTIONS TO MOTIVATE.

45. HIERARCHY EFFECTS IS IMMORTALIZED AS DAGMAR✞
✞
Defining Advertising Goals for Measured Advertising Results.

46. ACCIDENTAL VISITOR
GENUINE VISITOR
UN
AW
AR
E
REGISTERED VISITOR
AW
BOOKMARKED VISITOR
AR
E
KN
OW
USER THE LOYALTY LOOP
LE
DG
E
LI
KE
PURCHASED
CUSTOMER N TIMES
DECISION-MAKING
PU
RC
PROCESS
HA
SE
BLOGS
ABOUT
LO
US
YA
LT
Y
BUY
MACBOOK
AD
VO
CAT
E

47. THE ONLY FACTOR SCARCE IN THE DIGITAL
WORLD OF ABUNDANCE IS HUMAN ATTENTION.

48. Relational quadrant answers the question
“What about you and me?”
AMBASSADOR
ATTACHMENT
ENDORSER
RETENTION
INFLUENCER/
BLOGGER
ONLINE
RE
COMMUNITIES
LA
TI
ON
AL
4

49. A SHAREABLE STORY IS RETOLD ONLY BY CUSTOMERS.

50. INTERNET HAS INTENSIFIED CUSTOMER TOUCHPOINTS.

51. T
R NE
TE
IN
IN
TE
RN
ET
s
Sal
m
oru
Bu sletter
Adv otio g
spe
Af
Ci
n a ss F
fin
vic
rom keti
ertis n
ity
ma
New
Sig sine
ma g
ge
r
gin
ing
Pu r
blic ket a
affa ing ck its
n
Pub Pa hib
lic r
elati irs Ex posals
ons
Direct m Pro
ail e-Mails
Trade shows Brand Voice mails
Website
outh
Wo rd of m ne Web
ho Let bann
Telep ing ers
ork ions Bu terh
tw t sin ead
Ne nta es s
plo es
Pu eme
sC
Prod ees
Eph lication
e
Em ech
bli
es
ucts
Pub
s
ar
Pr Service
cit a
y
ds
e
Sp
y
r
IN
TE
s
RN
ET
ET
RN
TE
IN

52. MONOLOGUE COMMUNICATIONS ARE A DISTANT PAST.
SENDER RECEIVER
MESSAGE

53. COLLABORATE WITH CUSTOMER GROUPS

54. STAY RELEVANT

55. RE
L
NA
LA
IO
TI
T
ON
RA
AL
HEAD HEART
L
NA
PS
IO
YC
OT
HI
EM
CA
L
FOUR PIVOTAL QUADRANTS TO BUILD A STRONG BRAND

56. NOW THAT YOU’VE GOT YOURSELF
A CHARISMATIC BRAND,
LET’S SEE HOW TO INCREASE
TRAFFIC TO WEBSITE..

57. FISH WHERE THE FISHES ARE.

58. ONLINE SEGMENTATION IS THE NATURAL SUM AGGREGATE
OF THE VAST DIFFERENCES IN THE DIGITAL ECOSYSTEM.
Identification of homogeneous
customer subgroups that
respond differently than other
subgroups to be targeted with
distinct marketing mix

59. SEGMENTATION IS THE HEART OF STRATEGY.
To find unmet (or inadequately met) customer needs and wants;
To identify product strengths that are unique and important;
To determine how best to overcome product weakness;
To identify market segments for which a particular product or
new concept would be appealing.

60. ONLINE MARKETING ROADMAP
6
MEASURE
1
RESEARCH
5
ANALYZE 2
SEGMENT
4
ENGAGE 3
EMPOWER

61. RESEARCH
THE FIRST DUTY TO
SERVE CONSUMERS IS
TO LISTEN TO THEM
Use social listening
tools; listen to your
online consumers in
digital/social media
outlets, conduct
ethnographic and
netnographic research

62. SEGMENT
Online Consumer Segments
With advanced computational ability available to marketers today,
sophisticated approaches, such as outcome-based or future
response segmentation can help uncover hidden segments

63. EMPOWER
Product sample, idea,
beta testing, etc.
Video, film,
content
Tools, widgets, apps,
etc.
Create pertinent and interesting social
objects for target-tribes segmented

64. ENGAGE
Product sample, idea,
beta testing, etc. Social networks, blogs,
customized web pages
Video, film, content
Video sharing sites online
Tools, widgets, apps, etc. Websites, e-markets, e-mail,
blog and microblog sites
Engage various segments with their preferred
media outlets and digital platforms

65. ANALYZE
Website.com
PRICE OF LIGHT CAN
NEVER BE MORE THAN
COST OF DARKNESS
Enable sharing; test for paid
advertising as well for stimulating
online campaigns
Use enterprise-class web and social analytic tools
to analyze engagement effectiveness and traffic

66. MEASURE
WHAT IS MEASURED IS MANAGED
Track results to optimize response/reaction

67. LET’S UNDERSTAND LISTING PROCESS OF A SEARCH ENGINE
Google.com, for instance, has stated that it
uses about 200 factors within its search
ranking algorithm to help boost position or
remove as spam from its engine.

68. User
Classifies data based Identifies taggable
on taxonomy meta data
Query Synonyms Inverted Classification Entity
String to Query Index Engine Extraction
Servers
Search Engine-Side
Client-Side
Initial
Result Set
Localization
Media
Duplicate Removals Source
Organic
Filters
Results Page Rank
Search
Personalization Algorithms
User Behavioral Crawler

69. BY UNIQUE USERS.
SEARCH ENGINES LOVE WEBSITES VISITED
OFTEN BY USERS.

70. GET LINKS
TRADE LINKS
EXCHANGE LINKS
CREATE BACKLINKS

71. REACH OUT.
USE ARTICLE AND VIDEO
SUBMISSION/DISTRIBUTION SERVICES.

72. E E.
FR
I NG
E TH
OM
ES
G IV
DO YOU KNOW ANYONE WHO
DOESN’T LOVE FREE STUFF?

73. IN GOOD TIMES YOU WANT TO ADVERTISE
IN BAD TIMES YOU HAVE TO ADVERTISE

74. AFFILIATE MARKETING:
GAIN MORE VISIBILITY IN
Aggregator
THE PAID AND THE NATURAL
LISTINGS OF SERPs
Review Sites
Clients
Rewards Sites
Fee
Affiliate Tracking
Visitor Merchant
Website Software
Sale

75. Life time
WHAT GETS MEASURED,
Value
GETS MANAGED.
Branding
Metrics
Cost =
Cost per
Click (CPC)
Quality =
Conversion
Volume =
Unique Visitors/
Reach

76. ONLINE MARKETING DATA IS FREELY AVAILABLE;
ANALYTICS HELPS MAKE GOOD DECISIONS WITH IT.
VARIAB
LE
FEE
NO FEE E FEE
$30 ONE-TIM

77. LIKE A HUMAN, A LIVING BRAND, IS A PATTERN OF BEHAVIOR.

78. BRAND IDENTITY NEEDS TO BE
CONTINUOUSLY ALIGNED WITH IMAGE.

79. STRONG BRANDS LETS YOU ⟦CONTROL⟧ YOUR DESTINY
<AND>

80. ..HELPS BUILD A SUSTAINABLE COMPETITIVE ADVANTAGE

81. CALL US FOR RESULTS.

82. Sudio Sudarsan is Director of New York-based digital branding
consultancy, 11^N. Contact us for digital market research,
analytics, strategy formulation, brand education programs,
innovation workshops, seminars, war games, creative audits,
technology alignment, ROI measurement, and more.
www.11powerN.com