This presentation looks at how branding has changed over the last 30 years, and what the next era of branding will bring. It looks at how Web 2.0 will affect destination branding, using Croatia tourism as a hypothetical example, complete with suggested strategies and tactices

1. BRANDING IN THE 21 st CENTURY (R)EVOLUTION: How Croatia can move to “Your Brand 2.0” Nick Wreden, CEO FusionBrand February 29, 2008 Find • Grow • Measure • Profit © 2008. FusionBrand. All rights reserved.

5. 21st CENTURY BRANDING “ A name, term, sign, symbol or design, or a combination of these that identifies the goods or services or one seller or group of sellers and differentiates them from those of competitors”. “ The sum of all the images and associations customers have concerning a company”. “ Great brands are born from people who are having fun. Their excitement is reflected in the meaning of the brand”. “ A brand is a long-term profitable bond between an offering & a customer. This relationship is based on economic, emotional and/or experiential value, backed by everyday operational excellence & consistently measured, optimally by customer profitability.”

6. 21st CENTURY BRANDING Marketing Dept. Mass economy (1920-95) Customer economy (1996-2008) Demand economy (2008-??) Advertising, PR, etc. “ Positioning” Market research Quality/service Process/integration Customer databases Immediacy Personalization Real-time enterprises Marketing dept. Organization Supply chain “ Sell what we make” “ Sell what customers buy” “ Provide customer value/solution” Sales Profitability Relationship depth Driver: Metrics:

7. 21st CENTURY BRANDING Product Development Targeting, “Positioning” Product Strategy Pricing Strategy Promotion Strategy Place Strategy Implementation, Monitoring & Control What two critical branding factors are missing? Ye Olde Mass Economy Top-down, corporate-driven

12. CEM: (customer experience management) How a company looks to a customer CRM: How a customer looks to company Product focus Economic, experiential & emotional value “ Brand equity” Integration into lives or operations Action or SALE! “ Brand personality,” “awareness” Widgets, gadgets/flyers, OpenSocial apps, etc Search engines Banners Advertising/PR/etc Depth of engagement Profitability Sales Network ambassadors Retention Acquisition Self-segmentation Segmentation Mass marketing Customer co-creation; customers as innovators Peer-to-peer (P2P) branding “ Positioning” Demand economy Customer economy Mass economy BRANDING EVOLUTION

16. 21st CENTURY BRANDING RSS feeds Email DIGITAL BRANDING EVOLUTION Contextual ads Banners Tagging Search engine optimization Interactivity Publishing Podcasts/Video Downloads Cost per click/action Hits/Page views SQL HTML Links Hits Wikis Encylopedias Blogs Personal sites Web 2.0 Web 1.0

21. 21st CENTURY BRANDING Croatia: MySpace Croatia: Facebook MySpace (80.74%) Facebook (10.3%) Bebo (1.3%) BlackPlanet (0.9%) Xanga (0.9%) iMeem (0.7%) Yahoo!360 (0.72%) Classmates (0.72%) Hi5 (0.7%) Tagged (0.7%) Hitwise, 3/07 POPULARITY

27. 21st CENTURY BRANDING Webcam Widget Info Widgets Events Widget Poll Widget 1.0 SITE -> 2.0 SITE Tagging!!

36. SMR example virtualthirst.com/ virtualthirst-socialmediarelease. html

41. THANK YOU! QUESTIONS? Find • Grow • Measure • Profit Asia’s leading data-driven brand consultancy www.fusionbrand.com “ Best Business Book” Want presentation copy? Go to http://fusionbrand.blogs.com and email me!