Free Monthly members webinar with brand management expert Marc Cloosterman, author of Future Proof your Brand. Learn: 1. Which are the 4 main technology trends influence branding 2. How these trends impact branding and brand management, and beyond 3. What topics are board-room issues on brand management today 4. About the data-driven insights from Brand Performance Scan and how this can be deployed in your daily practice 5. About the shift from managing brands by policing, to community-orchestration Participants will also learn how to go about brand implementation across digital channels and touch-points, and Marc will share with them his main insights in this domain. For more info, you can download the book Future Proof Your Brand, written by Marc Cloosterman and Laurens Hoekstra.

1. 4 TRENDS TO MANAGE IN 2018

2. The food for thought for you today:
FUTURE PROOF YOUR BRAND
GOVERNANCE & ORGANISATION
BRAND PERFORMANCE
DASHBOARDING

3. FUTURE PROOF YOUR BRAND

5. YOU ARE RESPONSIBLE FOR MANAGING THE MOST
VALUABLE INTANGIBLE ASSET

6. BRANDING A MESS?

7. 4 KEY DIGITAL INNOVATIONS
IMPACTING BRANDS AND BUSINESS

12. CONSEQUENCES FOR BRAND
MANAGERS

13. 14 RELEVANT BOARD ROOM TOPICS

14. BRAND LIFE
CYCLE
MODEL
MANAGING BRAND PERFORMANCE

15. GOVERNANCE and ORGANISATION

16. Regionalised
Strategic: centralised
Tactical: regional
Operational: localised
Brand Community
Strategic: centralised
Tactical: regional
Operational: collaborative
Directive Collaborative
Centralised
Strategic: centralised
Tactical: centralised
Operational: regional/local
Localised
Strategic: centralised
Tactical: localised
Operational: localised
Business-led
Strategic: centralised
Tactical: business areas
Operational: localised
Centralised
Strategic: centralised
Tactical: centralised / US
Operational: localised
(governance model is illustrative)
Assess new brand management attitude and how brand governance is an active part of
keeping a brand agile. Shift from policing to community.
THE NEW BRAND GOVERNANCE
PARADIGM

17. Global Country Community
ControlledTrustFlexible
Brand
strategy,
architect. &
identity
Brand
design
Brand
story
UX / UI
Digital
strategy Brand
guidelines
Content
Digital
components
Social
media
Branded
assets
Ext.
Campaigns
Local apps
Websites
(UX/platform/l
&f)
Local
translation
branches
UX
strategy
Housing
guide. &
partner.
Websites
(content)
Global
apps
Strategic accountabilities
Tactical
accountabilities
Operational
accountabilities
Main brand touch
points
Clear accountabilities will support the new
collaborative governance model and will
manage the brand in an agile manner.
DEFINING ACCOUNTABILITIES IN A
COLLABORATIVE GOVERNANCE

18. BRAND MANAGEMENT PERFORMANCE

19. Setting the benchmark on
brand management
capabilities
Brand management
Measuring the impact of the internal brand
organisation on brand experience with employees
and customers
MEASURING BRAND MANAGEMENT
PERFORMANCE

20. Internal organisatiIon Brand Strategy Brand Development Brand Implementation Brand Evaluation
Benchmark
The average grades of researched
organisations on each of the brand
management areas.
THE BENCHMARK

21. Advanced
brand 2.0
Experts
brand 3.0
Beginners
brand 1.0
Beginners and Advanced
Of the brand
value is
proven
Of the brand
value is
proven
Experts
EXPERTS IN BRAND ORIENTATION
OUTPERFORM THE OTHERS

22. BRAND DASHBOARD

23. A CONNECTED WORLD

24. COMPONENTS OF YOUR BRAND
DASHBOARD
Channels
Metrics
Existing/
Obtainable data
ERP
Core Systems
CRM
MA
Finance
Performance
NPS
Social listening
Customer care
CSAT
DAM
Brand Portal

25. SETTING UP YOUR BRAND
DASHBOARD
Brand
Presence
Brand
Interest
Brand
Appreciatio
n
Brand
Loyalty
Brand
Engagement
KPI Score KPI Score KPI Score KPI Score KPI Score
7.
0
8.
0
6.
3
5.
1
7.
1

26. MATURITY LEVEL 1:
BASIC INSIGHTS
1: Basic Insights
2
Advanced Insights & Brand KPIs
3
Integrated Brand Platform

27. MATURITY LEVEL 2:
ADVANCED INSIGHTS & BRAND KPIS
Basic Insights & Analytics
3
Advanced Insights & Brand
KPI’s
Integrated Brand Platform
2: Advanced Insights & Brand KPI’s

28. MATURITY LEVEL 3:
SURVEY FUNCTION & CONTENT DISPLAY
Basic Insights & Analytics
3: Integrated Brand Platform

29. TO SUMMARISE…

30. THANK YOU AND ENJOY READING!
www.vim-group.com/futureproof
Marc Cloosterman
CEO, VIM Group
+31 6 21 24 67 01
+44 20 7947 4422
marc.cloosterman@vim-
group.com
Warnford Court
29 Throgmorton Street
London, EC2N 2AT
twitter mcloosterman