You can’t just “add-on” a digital dimension to a brand. We are going to look at revisiting the old rules of branding to explore how brands can be digital (from the inside).
9. “Brands are what people say about you when you're
not in the room, and that room has gotten extremely
big and extremely digital.”
—JOHNBATTELLE,WIREDFOUNDER
24. Who are the people that
inspire the brand? They
could be famous, but don’t
have to be. The brand is
attracted to these people
because they share the same
values and they will help
achieve the brand vision.
WHO
Where does the brand hang
out? These places can be
real or virtual. It’s where
people are most likely to
meet and interact with the
brand, share passions and
share experiences.
WHERE
What subjects or passion
points is the brand
genuinely interested in?
On these subjects the
brand is legitimate and
always interesting to
others.
WHAT
RELATIONSHIP
BRAND
25. WHO WHERE WHAT
RELATIONSHIP
BRAND
The introduction of these elements gives an authentic and genuine
behaviour to the brand, inviting people to start and develop an
ongoing relationship with the brand.
26. MISSION
BRAND
VISION
BRAND
VALUES
BRAND
THISNEWINGREDIENTHASAKNOCK-ONEFFECT
Ideas that both
brands and people
agree are important
The unique way the
brand and people will
achieve the brand
vision
The guiding insight
into how the brand
sees the world and the
future
RELATIONSHIP
BRAND
It’s the who, where and
what of the brand
behaviour. Think of it as
different entry points to
starting & developing a
relationship.