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Brand Management 
in a Digital World 
Ian Crocombe 
Friday 12 September 2014 
(Abridged)
My digital background 
@iancrocombe 
Planning Director 
AKQA 
VP Innovation 
American Express 
Chief Strategy Officer 
WPP POSSIBLE
2014 founded Evolver 
We help companies 
master digital 
- Visions, Strategies & 
@iancrocombe 
Roadmaps 
- Digital Business 
Transformation 
- Innovation Product 
Development 
http://www.evolver.cc/
Today 
§ Context: of brands and digital 
§ Strategy: Digital traits that build 
great brands 
§ Tactics: How can we impact 
brand from digital channels? 
@iancrocombe
THE CONTEXT OF 
BRANDS AND DIGITAL 
@iancrocombe
Brand management in a digital world (LBS)
http://www.moderntoss.com/ @iancrocombe
2014 : Digital is normal 
@iancrocombe
Most consumers are 
on the internet 
Internet User Growth = +9% 2013 vs. +11% in 2012 = Solid, But Slowing 
Source: http://www.kpcb.com/internet-trends @iancrocombe
It’s becoming mobile 
@iancrocombe 
= Continues to Rise Rapidly... @ 25% of Total Web Usage vs. 14% Y/Yç 
Source: http://www.kpcb.com/internet-trends
Consumers are multichannel 
@iancrocombe 
Digital impact on retail “70/20/10” 
- Kantar Retail
Brands used to broadcast 
@iancrocombe
Today everyone is a 
publisher
People trust people more 
than advertising
People trust people more 
than advertising
STRATEGY: DIGITAL TRAITS 
THAT BUILD GREAT BRANDS 
@iancrocombe
Visibility 
@iancrocombe
Velocity 
Oreos “real time” work was mainly 
@iancrocombe 
talked about on twitter
Virality 
@iancrocombe
Authenticity 
https://www.youtube.com/watch?v=qvkwXcRsyT0 https://www.ifixit.com/Patagonia 
@iancrocombe 
“Patagonia Rebels Against Black 
Friday Mania By Urging Repairs Of 
Old Clothing”
TACTICS : HOW CAN WE 
IMPACT BRANDS FROM 
DIGITAL CHANNELS? 
10-14 @iancrocombe
1. EXPERIENCE: DIGITAL 
PRODUCTS AND SERVICES 
10-14 @iancrocombe
“Advertising is the price you pay 
for having an unremarkable 
product or service” 
Jeff Bezos, 2009
Key brand touchpoint 
@iancrocombe
Good brand experience? 
10-14 @iancrocombe
Aim: “Gun shaped review” 
Jason Calacanis “The Age of Excellence” 
http://blog.launch.co/blog/the-age-of-excellence.html @iancrocombe
2. SOCIAL FLUENCY 
10-14 @iancrocombe
The internet became social 
@iancrocombe
It’s what consumers do online 
http://www.digitalsherpa.com/blog/how-social-media-has-changed-in- 
the-last-few-years/ @iancrocombe
Our expectations from brands 
How quickly do consumers 
expect brands to respond? 
http://sproutsocial.com/insights/customer-service-response-time/
@iancrocombe 
Brand endorsement 
Can you name these celebrities?
Youtube = millennial celebrities 
@iancrocombe 
Authenticity
3. VISIBILITY 
10-14 @iancrocombe
100 billion searches per 
month in 2013 
@iancrocombe
Organic vs Paid results 
@iancrocombe
Organic impact of ranking 
@iancrocombe 
http://www.infonomix.co.uk/seo-services/
Search gives brand clues 
@iancrocombe
Search shows intent 
@iancrocombe 
https://www.google.co.uk/trends/
SUMMARY: 
BRAND MANAGEMENT 
IN A DIGITAL WORLD 
@iancrocombe
You need a strong “360” strategy 
(normal branding rules apply) 
but 
there are executional digital 
opportunities to impact brand 
@iancrocombe 
Key learning
Digital World implications 
§ Consumers are spending more time in 
digital channels 
§ Internet growth is slowing, mobile will be 
the default method of access 
§ Consumers have multichannel relationships 
with each brand 
§ Consumers are broadcasters, they shape 
brands perceptions 
@iancrocombe
DIGITAL TRAITS THAT 
BUILD GREAT BRANDS 
VISIBILITY 
VELOCITY 
VIRALITY 
AUTHENTICITY 
@iancrocombe
HOW CAN WE IMPACT 
BRAND FROM DIGITAL 
CHANNELS? 
EXPERIENCE 
SOCIAL 
SEARCH 
@iancrocombe
Good luck in the digital world! 
Sign up to our newsletter 
www.evolver.cc 
+44 20 3095 4101 
@EvolverHQ 
Ian Crocombe 
ian@evolver.cc

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Brand management in a digital world (LBS)