Digital Brandingchâu Thông Phan

23-04-2021 admin

What makes a brand last? Knowing the answer is what separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the equally important question: how to protect it?

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Digital Brandingchâ U Thô Ng Phan Co
Digital Brandingchâ U Thô Ng Phan Price

Historically, brands have risen and fallen in prominence slowly. Look at almost any decade from the 1950s on, and the world’s most valuable consumer brands – from Oreo to AT&T – barely changed in ranking. Even as recently as the new millennium, this trend continued. Between 2000 and 2010 just two of Interbrand’s top 10 brands fell off the list. But only half of the brands on the list in 2010 remained as of 2019.

The 9 components of successful digital branding. A logo is the single image a customer should associate first-and-foremost with your brand. Think Disney and you see mouse ears. Brand messaging.
What is Digital Branding? Your Digital Identity. Digital branding must be different than our traditional ideas of branding. A brand can’t just. Your Credibility. You can spend years building your credibility but it can take seconds to be ruined. It is important to. A Digital Branding Failure.

The internet era makes brands less durable in part because consumer habits have digitized, creating new business models that have blindsided many traditional brands. But there is nothing inherently antagonistic to legacy brands about digital lifestyles. Coca-Cola remains one of the world’s most valuable brands – and it was invented in 1892!

What, then, is it that makes a brand durable even as business models, technology, and consumer behavior radically change? They key is that durable brands are adaptable brands — even legacy ones, as we’ll see.

So let me share what I have learned from working for the past five years as an entrepreneur and expert on esports. While esports brands certainly aren’t legacy brands, their rapid explosion holds lessons on the art of adaptability for any company.

Esports has skyrocketed this decade to become a $27 billion dollar industry, more popular than the NBA. Pro gamers number among this generation’s highest earning celebrities. And the primary platform for watching esports, Twitch (acquired by Amazon for $1 billion in 2014), outperforms traditional broadcasters like ESPN.

But arguably esports’ greatest success is the popular game Fortnite. In 2019, Fortnite grossed $1.9 billion dollars. NFL quarterbacks perform Fortnite victory dances in the end zone. And Star Wars announced the return of its arch-villain, the Emperor, by broadcasting his interstellar message inside the game.

Fortnite wasn’t always a hit. In fact, the game launched in 2017 as a me-too zombie shooter that struggled in the face of an entrenched competitor: Player Unknown’s Battlegrounds (PUBG). PUBG sold more than five million copies of its innovative “battle royale” format which allowed one hundred players to simultaneously engage in free-for-all gunplay.

To recover, Fortnite rushed out its own version of a battle royale mode in just two months. But, crucially, Fortnite didn’t slavishly imitate PUBG. Its designers noticed that PUBG’s chaotic battles made hiding more effective than fighting, emphasizing patience over skill. So Fortnite allowed players to erect defensive structures anywhere on its map, favoring strategic thinking. As a result, Fortnite deeply rewarded mastery. Spending the time to learn the game’s unique building mechanics alongside traditional shooting skills resulted in consistent victories.

Secondly, Fortnite made itself accessible, releasing as a free-to-play game, compared to PUBG’s $29.99 price. Furthermore, it employed a cartoony all-ages aesthetic, in contrast to PUBG’s gritty military look. And the game quickly made itself playable on any device: from high-end gaming PCs to mobile phones. Fortnite also recognized that not every gamer wants to shoot things in the head, and so launched concerts and creative play modes to appeal to the broadest swathe of consumers.

Third, Fortnite committed to delivering a fast cadence of new content, releasing new character abilities and weapons almost every week. These changes kept the game constantly fresh and top-of-mind.

Lastly, Fortnite ensnared its customers by introducing social features, matchmaking algorithms to pair players of equivalent skill, and a massive catalog of cosmetic items, such as NFL co-branded uniforms. These locked in its player base with network effects and switching costs.

These four strategies catapulted Fortnite to meteoric success. By the end of 2018, Fortnite boasted 200 million registered users, while PUBG’s player population collapsed by 66%.

The MACE Framework

These same tactics — what together I call the “MACE framework” — are not one-offs, but generalizable to all brands. Let’s look at them more closely.

Mastery: Give your consumers non-transferrable rewards for using your products and engaging with your content. Ideally, these rewards require public displays of affinity or small (non-monetary) sacrifices to exploit the endowment effect (overvaluing losses) and familiarity effect (overvaluing affinity). For example, Hasbro’s brand Magic, first released in 1993, grew 30% year-on-year in 2019 on the back of innovative products like Secret Lair, which are short-notice, 24-hours exclusives requiring a “digital queue” to purchase.

Accessibility: Make your brand easily available to as many consumers as possible by following three simple rules. First, make your entry-level products as cheap as you can, and ideally free. For many industries, this means leveraging alternative pricing models (such as deferred payments, leases and subscriptions) to minimize upfront costs. Second, distribute your product or service through as many sales channels as possible. And third, design and market your products to appeal to younger and first-time customers. While older or existing buyers are likely higher margin, focusing primarily here limits the growth of your long-term customer base. For example, Marvel’s superhero films have significantly outperformed rival DC’s at the box office, in part because of a strategic decision to focus on PG-13 ratings and light-hearted humor that can appeal to all ages.

Cadence: Constantly create news and content around your brand. First, frequently release new products (or product updates). Second, maximize promotional assets, such as marketing videos, by editing long-form media into micro-content. Third, encourage user generated content wherever possible. And fourth, communicate everything; even failure. Have a product launch that bombed? Start talking about it publicly. You’ll be surprised by the results, as Apple was during its feud with Taylor Swift. By directly admitting exploitative royalties, Apple transformed bad PR into viral social media praise, culminating in Swift herself advertising Apple’s products.

Ensnarement: Make your brand as sticky as possible by building in switching costs and creating network effects. Two generalizable strategies for accomplishing this — systemization and spawning — involve product development: Systemized product lines are best embodied by LEGO. The brand eschews one-off releases (bricks) in favor of selling entire systems (LEGO model kits). Imagine how vulnerable LEGO would be to low cost brick competitors if all it sold was individual pieces! Spawning products include a built-in reason to share. Consider Coca-Cola’s Share-A-Coke promotion. By printing common names on Coke cans, the brand encouraged gifting amongst friends – helping grow sales from 1.7 billion to 1.9 billion servings a day.

To illustrate the generalizability of the MACE model, let’s apply it to a more mundane world: thermostats. At first blush, you’d think home appliances have little to do with Fortnite’s multiplayer shootouts. But in fact their brand strategies are surprisingly similar.

The success of the original smart thermostat, Nest, is a perfect example of how even staid, CPG products can be reinterpreted as MACE-ready brands for the digital age. Here’s how Nest strategy layered in MACE factors over its lifetime:

Mastery: Nest thermostats reward mastery in a direct way: by saving customers money. The thermostats tracks energy savings, rewarding eco-friendly settings by displaying a Nest leaf. This leaf becomes more difficult to achieve over time, encouraging users to continuously interact with the device to further economize on heating and cooling costs.

Accessibility: This was arguably Nest’s biggest point of differentiation at launch. The thermostat are designed for the digital generation: app-integrated, intuitive, and elegantly styled.

Cadence: You might not think of a thermostat having a content cadence. Traditional thermostats are programmed once; then likely never again. But Nest updates its users, usually via its app. It automatically adjusts routines, such as lowering temperatures at bedtime. It displays time to reach desired temperature. It tracks activity patterns based on the weather. And much more. Smart thermostats don’t need to generate content, but Nest does.

Ensnarement: Finally, Nest locks in its users with switching costs and network effects. As part of a broader Google smart home system of cameras, doorbells, alarms and locks, out-of-ecosystem purchases are painfully isolated. Even more cleverly, Nest leverages network effects by aggregating user behavioral data to create better algorithms for temperature adjustment.

MACE is a blueprint for any brand — even traditional ones — to evolve for long-term relevancy. It is true that brands without inherent, digital connectivity require clever thinking to leverage this framework. But companies that cannot effectively engage with consumers on digital platforms are destined to be dinosaurs. Even the most traditional products, like thermostats can, and must, effectively do this. Manage with MACE in mind, and ensure your brand endures in our increasingly digitized world.

Marketing

Brand management
Strategy
Culture
Positioning
Architecture

Digital Brandingchâ U Thô Ng Phan 1

Digital branding is a brand management technique that uses a combination of internet branding and digital marketing, online marketing to develop a brand over a range of digital venues, including internet-based relationships,^[1]device-based applications^[2]^[3] or media content.^[4] It has emerged strongly over the last decade along with its roots from direct marketing.

Concept[edit]

As opposed to digital marketing, digital branding aims to create connections between consumers and the products or service being delivered^[5]^[6]^[7] so that brand recognition is established in the digital world.^[8] In short, the goal of digital branding is not necessarily driving sales, but enhancing the awareness, image, and style of the brand. Digital branding in turn drives long-term customer loyalty.

Brand establishment involves four key points:^[4]

Building a digital brand story
Creativity in digital media and marketing
Digital channels and content distributed to channels based on consumer data and habits
Creating digital relationships.

The digital impact on branding[edit]

Prior to the internet, information about companies and consumers was somewhat limited due to access to information, geographical separation, and lack of interaction.^[9] The existence of internet and websites has transformed branding.^[10] Websites facilitate online marketing and sales, as well as collecting comprehensive data on customers.^[11] The internet has transformed interaction between brands and customers.
Companies now have a powerful online means to showcase their brand identity and value in an innovative, efficient format. The digitization has provided the brands with new methods of customer engagement and consistent branding promotion. It has heightened the connectivity between brands and consumers.

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Share a Coke campaign display

Another impact on branding practices is the emergence of value co-creation as an alternative way to long term customer relationships, customer loyalty and eventual profitability. Joint effort is formed between the companies and customers during the various stages of the product. It strengthens the bond and builds loyalty and customer engagement.^[12]Coca-Cola is a great example of successful value co-creation.
In addition to engaging with the customers, there is increasing and active collaboration between the companies and their business intermediaries. This leads to collaborative and healthy promotion, innovative re-designing and a sense of co-existence among competitors in the market. One example of this is how Coca-Cola collaborated with Heinz to develop more sustainable containers.
Every user of the internet will eventually need a product or service. Digital Branding services positions a brand in such a way that connects to those users, the right audience.. Effective Digital Branding involves a number of methods such as Search Engine Optimisation (SEO), 'online advertising, content marketing, social media, and influencer marketing'.

Digital Brandingchâ U Thô Ng Phan Co

Digital branding channels[edit]

According to Mabbly CEO, Hank Ostholthoff, digital branding is facilitated by multiple channels. As an advertiser one's core objective is to find channels which result in maximum two way communication and a better overall ROI for the brand.^[4] There are multiple online marketing channels available, namely:^[13]

Internet branding
1. Search marketing^[14]
2. Social Networking^[15]
Game advertising^[16]
Video advertising^[17]^[18]

Benefits of Digital Branding[edit]

Digital Brandingchâ U Thô Ng Phan Price

Many channels available. Digital branding lets companies utilize a multitude of online channels. Channels range from broad to specific, so the digital branding message can reach customers in personalized ways.
Message can go viral. The internet has allowed brands to be easily promoted, shared and recommended. Consistency of branding is key to building a strong online following.
Customer interaction. Digital branding allows customers to interact with a brand in real time, and create a unique customer experience. Concerns and problems can be addressed immediately.
Sets the brand apart. Effective digital branding will distinguish a brand from their competition, and will allow that brand to stay in the forefront of customer's minds.
Better connections. Digital branding allows companies to better connect with their target customers, no matter what demographic.^[19]

Personal digital branding[edit]

As social media platforms have been established and have evolved over the last couple of decades, digital branding has become personal. Individuals have taken to social media to brand and market themselves in building their personal and professional lives. Consequently, boundaries between the personal and professional are fading.

Those who participate in social media sites should be cautious to keep their social media content on a professional-level, or refrain from posting content they would not want colleagues or clients to see. Many universities and workplaces have established social media policies. A well-curated social media presence may be attractive to employers, while poorly representing oneself is an employment liability.^[20]

References[edit]

^'What is 'digital branding'? - Smart Insights Digital Marketing Advice'. Smart Insights. Retrieved 2016-03-12.
^Kompella, Kartikeya (2014-08-05). The Definitive Book of Branding. SAGE Publications India. ISBN9789351501046.
^Chiles, David (2013-05-08). Apps: Everything You Need To Know. David Paul Chiles.
^ ^a^b^cOstholthoff, Hank. '4 Ways to Master the Art of Digital Branding'. The Huffington Post. Retrieved 2016-03-12.
^Shamoon, Sumaira, and Saiqa Tehseen. 'Brand Management: What Next?' Interdisciplinary Journal of Contemporary Research in Business 2.12 (2011): 435–441. Business Source Complete. Web. Oct 20, 2012.
^Wilson, Chris (21 April 2009). 'Interview with Brand Consultant and Author Marty Neumeier'. Fresh Peel. Retrieved 6 March 2014.
^'Branding Definition'. Entrepreneur. Retrieved 4 March 2014.
^Edelman, David C. (2010-12-01). 'Branding in the Digital Age'. Harvard Business Review (December 2010). ISSN0017-8012. Retrieved 2020-10-23.
^CPBI, Ryan Shelley. 'Then vs Now: How the Internet Continues to Transform Traditional Marketing'. www.smamarketing.net. Retrieved 2020-10-24.
^'The Evolution of Digital Marketing: 30 Years in the Past & Future'. digitalmarketinginstitute.com. Retrieved 2020-10-24.
^'How Do Big Companies Collect Customer Data?'. ITChronicles. 2019-01-14. Retrieved 2020-10-23.
^Wang, Yichuan (2014). Co-Creation in Branding through Social Commerce: The Role of Social Support, Relationship Quality and Privacy Concerns. Twentieth Americas Conference on Information Systems, Savannah.
^Pratik Dholakiya (14 April 2015). '3 Digital Marketing Channels That Work for Every Advertiser'. Entrepreneur. Retrieved 17 October 2015.
^Jansen, B. J., Sobel, K., and Zhang, M. (2011) The Brand Effect of Key Phrases and Advertisements in Sponsored Search. International Journal of Electronic Commerce. 6(1), 77-106.
^'4 Important Digital Marketing Channels You Should Know About'. Digital Doughnut. Retrieved 17 October 2015.
^Cocoran, Ian (2010-06-29). The Art of Digital Branding. Simon and Schuster. ISBN978-1-58115-802-1.
^Green, R. Kay (25 April 2013). '7 Highly-Effective Ways to Maximize Your Online Brand Presence'. Huffington Post. Retrieved 21 February 2014.
^Fallon, Nicole (10 December 2013). '7 Highly-Effective Ways to Maximize Your Online Brand Presence'. Business News Daily. Retrieved 21 February 2014.
^Madeleine. 'What is Digital Branding and How Can it Help Your Business in 2019? | Content Refined'. Retrieved 2020-10-24.
^Kleppinger, Courtney A.; Cain, Jeff (2015-08-25). 'Personal Digital Branding as a Professional Asset in the Digital Age'. American Journal of Pharmaceutical Education. 79 (6). doi:10.5688/ajpe79679. ISSN0002-9459. PMC4584371.

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