Connected Brands

Presenter: Adam Lavelle – iCrossing

iCrossing examined the top 10 “best global brands” and examined how well these brands connect with consumers in the digital world.  They evaluated the brands on visibility, usefulness, usability, desirability, and level of engagement.  Each category has a multiple variables, with a total of 65 data points measured.  The data points were developed by iCrossing to develop a baseline, and the data used for measurement can be debated.  The company did use publicly available data in order to develop a baseline for measurement.

Not surprisingly, the top company was Google  scoring a 7.9 (out of 10).  Most of the other brands scored significantly lower (most under 5 out of 10), and included Disney, Intel, Microsoft, Coke, IBM, Toyota, GE, Nokia, and McDonalds.  When all of the data was scored, all of these brands scored extremely low on engagement scores.  It shows an incredible need for brands, even these well known ones, to improve on their methods of communicating and engaging with consumers in social media.  When you see that Facebook now has more hits than Google, and users visit the site an average of 55 minutes each day, the time for brands to have conversations with consumers in social media is now.

You can download a copy of the full report.

Brands Don’t Think What You Think They Think

Presenter: Andrew Palmer, The Barbarian Group

If you want a brand to buy your big idea, here are some things to keep in mind.  Brands want to get in on the next big thing, but…

1. Good Brands Trust Good Brands – They want to deal with professionals who know what they’re doing.  They need to have confidence in you and your brand, so set yourself up to succeed by promoting your brand as well as your idea.

2. Safety in Numbers – If someone else is doing it or involved, brands feel more comfortable.  Take the opportunity to get multiple brands involved in the same idea – utilize partnerships that make sense.

3. Give them Something Unique – Everyone wants something they can say they were first or best at.  The value proposition needs to show how they’ll be able to do that.

4. Know Who to Talk To – Do your homework and know who makes the decisions.  Don’t take a “no” from someone who can’t tell you “yes.”  And although someone can say “yes,” make sure you know all of the players involved so the “yes” doesn’t end up backfiring.

5. Know their Audience – There’s a difference between customers and consumers.  For example, a CPG company’s customer is actually Walmart, but the consumer is the one who buys the product.  Make sure you’re ideas cater as best as possible to both audiences.