Presentation for Brand Digital in Budapest, Hungary, April 2008

1. Why should I love your brand?
How not
to create a
digital presence
Brand Festival Digital
29 April 2008
Budapest, Hungary

2. About me
Writer (Honeymoon Trail, Marionettes)
Stage director (Det Kgl. Teater)
Writer (The Compleat Talking Machine)
Marketer (Bergsøe 3, Cross-Border Comm.)
Writer (Practical Information Architecture)
Web strategist (E-Reiss, FatDUX)
Writer (Web Dogma ’06)
Evangelist (IA Institute, EuroIA, IE Madrid)

3. About me

4. Shamelessly stolen from

5. First, a quick question...
What is a “budapest”?

7. http://www.vass-shoes.com/

9. OK, László...
Why should I love your brand?

10. Three ways to increase the
value of your on-line brand
Create a positive experience
Tell your story (the whole story)
Provide exquisite service

11. AdWords
Three ways to increase the
value of your on-line brand
Create a positive experience
Tell your story (the whole story)
Provide exquisite service
Viral Marketin
e-mail
Communities

12. Caveat #1
An online concept is what
your application can do,
not how it looks.
Herein lies the experience.

13. A Awareness
I Interest
D Desire
A Action

14. Caveat #2
Don’t let your offline brand get in
the way of your online concept.

19. Caveat #3
Innovation is about solving problems.
It is not about being new or different.

20. An observation...
The more exclusive the brand, the crappier the site

27. Caveat #4
Don’t sacrifice content
for the sake of form.
Build a shared reference.

28. Back to shoes...

32. Relevant statistics
Longer text outperformed short text by 40.5%
Short-copy ROI = -14%
Long-copy ROI = +21%
Source: Marketingexperiments.com, 2004
On average, readers scroll 1.3 screenfuls
38% low-experience readers scrolled
46% high-experience readers scrolled
Source: Nielsen Norman Group, 2006

33. Caveat #5
Don’t confuse online services
with online service.
Service is a vital part of
the brand experience.

34. What is a service?
An intangible event that helps us achieve something.

35. Why British Airways sucks

36. BA service touchpoints
In the air

38. BA service touchpoints
In the air
On the ground

39. Source: British Airways

40. Source: Flickr

41. BA service touchpoints
In the air
On the ground
Through correspondence (e-mail and snail-mail)

43. BA service touchpoints
In the air
On the ground
Through correspondence (e-mail and snail-mail)
In cyberspace

45. • No Mac
“Apple doesn’t support our technology.”
• No AOL
“We are IE compatible, the world’s leading browser.”
• No dial-up
“Your system is outdated.”
• 24-hour limit
“I don’t make the rules.”

46. Three ways to increase the
value of your on-line brand
Create a positive experience
Tell your story (the whole story)
Provide exquisite service

47. Customer Experience Management
Off-line CEM On-line

48. Köszi !

49. Eric Reiss can (usually) be found at:
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
Twitter: elreiss
info@fatdux.com
www.fatdux.com