Brand Building in a Digital World

17 Oct

It was the JWT Grads open day today with lots of young, enthusiastic people running around the building and getting to sample the hospitality of the Comm. It’s all part of the 2013 JWT Grad Programme and entry is still open until 1st November. You can apply here.

Personally I’d have loved the opportunity to experience it all. This year’s Grads have also had the pleasure of training at Hyper Island and Google. They have also had the good or bad fortune to have a bald guy in a bad shirt talking to them about “Brand Building in a Digital World” as an Intro to digital planning and UX, an edited version of which is below.

It’s a quick run through of some ideas about digital, channels and experience but most of all it’s about what I’d like to say is the the nature of Brand building in a digital world: Manifesting the behaviour inherent in a brand idea to deliver a measurable, business building, marketing goal.

Not digital for digital’s sake or clicking around or wacky engagement for engagement’s sake.

This last word “Engagement” is a overused word. Everyone seems to have a different definition which makes it a difficult and debased term but if I was to define it I’d say…

Engagement is about “creating windows of enhanced attention to influence behaviour & motivations” in order to increase Brand Salience.

Brand Salience is building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes.

Brand Salience is key to driving buyer choice & behaviour which is ultimately the real reason we should consider engagement as a tactic to increase the effectiveness of digital work.

Anyway if you can put up with that (it only lasts an hour) please give our Grad programme a go.

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One Response to “Brand Building in a Digital World”

  1. Mat Morrison November 4, 2012 at 9:19 pm #

    Just spotted this on SlideShare. Fantastic stuff: some really clear distillation of some of the best thinking around the space. Assume that you’ve seen Martin Weigel’s post: ‘Engagement’: Fashionable Yet Bankrupt?

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