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Creating andmanaging a
successful .Brand
September 2013
The Digital Marketing andgTLD Strategy Congress
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| Creating and managing a successful dotbrand | Interbrand | March 12, 20132
Hi
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Considering the top global brands
3 | Creating and managing a successful dotbrand | Interbrand | March 12, 2013
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The majority have filed
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But comparable brands are making different choices
DID
| Creating and managing a successful dotbrand | Interbrand | March 12, 20135
DID NOT
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| Creating and managing a successful dotbrand | Interbrand | March 12, 20136
"Businesses are unclear on howto really approach the new gTLD
programme and are as yetundecided on how they should
position themselves.Ben Anderson, NetNames
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Dot what?Fairwinds Partners and InsightsNow surveyed 2,008 Internet users between theages of 13 and 64 about their awareness of gTLDs. Nearly three quarters of theparticipants were entirely unaware of the existence of the programme,the study said. Only 4% could name an applied-for domain.
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The conversation has been technicaland process oriented
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Its not all that often we type the whole URL anyway
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| Creating and managing a successful dotbrand | Interbrand | March 12, 201310
So lets go beyond the
purely technical andlook at how brands
build relationships inthe digital age
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11
Twitter was a sound
The cloud was in the sky
4G was a parking place
Linked in was a prison
Applications were something you sent to a college
And skype for most people was a typo
Just six years ago
Thomas Friedman
| Creating and managing a successful dotbrand | Interbrand | 27 th September 2013
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to this
| Creating and managing a successful dotbrand | Interbrand | March 12, 201313
Advert
Search
Catalog
Store
Chatonline
ReviewFAQ
Compare
Trackpurchase
Phone
Online
Customer
Service
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There are so many more ways to interact
| Creating and managing a successful dotbrand | Interbrand | March 12, 201314
Advert
Search
Catalog
Store
Chatonline
Customer
Service
ReviewFAQ
Compare
Trackpurchase
Phone
Online
AddPinterest
Like
FollowTwitter
Read Blogs
WatchYouTube
Rate &Review
SearchAmazon
Check App
Uploadimage
Check in
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Its changed in how we consider the purchase funnel
| Creating and managing a successful dotbrand | Interbrand | March 12, 201315
Awareness
Disposition
Consideration
Brands added
Evaluation
Brand subtracted
Purchase
Feedback loop is the expression of brandexpectation versus brand experience
Infl
uenceatallstages
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Its changing behaviour too
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17
Source: Google/Ipsos/Sterling, 2012
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And it has fundamentally changed the way brands are built
| Creating and managing a successful dotbrand | Interbrand | March 12, 201318
Business Consumer
Business Consumer
ConsumerBusiness
Brand communication
Brand dialogue
Brand experience
Brands exist today as a constant relationshipbetween business and consumer
B2C(1980s)
B&C(Today)
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Brand building needs to be more interactive and more iterative
| Creating and managing a successful dotbrand | Interbrand | March 12, 201319
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The benefits from the brand owners perspective are clear
| Creating and managing a successful dotbrand | Interbrand | March 12, 201320
Own the category
Build a trusted community
Unify a complex portfolio and driveequity in the masterbrand
Simpler, purer URLs
Keep up with the dotjones
macbookpro.apple hp.com/pavilion
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Some practical tips
IF YOU DIDNT FILE
1. Vigilance is key keep an eye onstrategies that will begin to emerge
2. Be prepared if/when there is thenext round of applications
3. Determine how new gTLDs willaffect your digital strategy
4. Consider whether second-leveldomains will affect you
5. Budget $
| Creating and managing a successful dotbrand | Interbrand | March 12, 201321
IF YOU DID FILE
1. You made a solid business case now consider the brand case
2. Use it wisely, and be proactivearound setting the stage
3. Determine how new gTLDs willaffect your digital strategy
4. Use gTLDs to support your brandexperience
5. Budget $
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| Creating and managing a successful dotbrand | Interbrand | March 12, 201322
A great brand experience still means
Telling the right story
to the right peoplethrough the right channel
at the right time
From the customers perspective
STRUCTURECONTENT
CONTEXT
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So
| Creating and managing a successful dotbrand | Interbrand | March 12, 2013 23
STRUCTURE
Greater ownership, freedom, specificity and security
Make use of URL control to create and manage valuable brand assets Rethink localisation in terms of location and language Think about smart partnerships and branded areas
STRUCTURECONTENT
CONTEXT
my.bmw.
Shakeshack.nyc
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So
| Creating and managing a successful dotbrand | Interbrand | March 12, 2013 24
CONTENT
Have a clear purpose and adapt your content strategy to match it
Think about which generics will help you connect better with customers
Consider reframing content around verticals like interestIf its more secure, consider what new content you can share
But remember that its the brand that should drive content and ensure its distinctive
STRUCTURECONTENT
CONTEXT
If your brand is about ease orseamlessness, dont let a gTLD
get in the way
If your brand is about richnessand details, give it a role
If you own a generic, makesure its not generic
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And finally
| Creating and managing a successful dotbrand | Interbrand | March 12, 2013 25
CONTEXT
Invite customers in
Let them be part of the creation and innovation Adapt it around them Make it more special, personal and relevantConsider where and how they will access it, and what else theyll be doing
STRUCTURECONTENT
CONTEXT
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Because
26
If I cant have a say in it, then its not for meIf its hard to navigate, Ill go somewhere elseIf it doesnt move with me, Ill leave it behindIf I need to change, it needs to make things better
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Tel:
Email:
CONTACT US
Thank you
Chris Davenport
Head of Verbal Identity
+44 7968 202110
Cathy Ma
Social Media Consultant
+ 44 20 7554 1359
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