branding in a digital age

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Draft Programme for Two-Day Conference On:

Branding in a Digital Age
Capitalising on Integrated Strategies to Maximise Brand Engagement & Success
21 – 22 March 2011, Singapore
24 – 25 March 2011, Hong Kong

BRANDING TODAY

(1) Trends and Insights of the Branding Landscape in Asia
[Presentation]
• Overview of the fast changing media landscape and its impact on branding 50min +
• Analysing consumers’ digital behaviours, attitudes and the drivers of their digital use 10min Q&A
• Determining the impact of people’s digital media consumption, and harnessing this
potential for your branding efforts
• Challenges that brands are facing in today’s market and how they can be addressed

BUILDING BRAND IDENTITY

(2) Building a Successful Brand Online with your Brand Values

• Augmenting your brand identity online: dos and don’ts [Case Study]
50min +
• Breaking down the organisational silos: incorporating the digital strategy across all
10min Q&A
communication touch points
• How <Company> tapped on digital resources to strengthen their brand’s positioning
• Ensuring that your online branding efforts are sustainable and will deliver on your
brand promise

___________________________________________________________________________________________________________ 1
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

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SEO BRANDING

(3) Boosting <Company>’s Brand Visibility through Search Engine Optimisation (SEO)

• Technology behind search: Capitalising on both standard and organic SEO for
<Company> [Case Study]
• Identifying the most relevant keywords, tags and links to build custom search 50min +
10min Q&A
strategies for your markets
• How <Company> developed a search strategy that drove high-quality traffic to their
site and enhanced on-site branding efforts
• Sales conversion: How <Company> engaged customers from search to purchase
• Leveraging on your brand’s fans: driving leads from social groups to your site by
tapping on their web presence

BRAND EXPERIENCE (I)

(4) <Company>’s Case Study: Designing an Experience that Connects Emotionally with
Consumers

• Understanding your consumers’ need for content and community within the social [Case Study]
sphere 50min +
• Developing a consumer-centric campaign: How <Company> engaged its consumers 10min Q&A
and weaved its brand into their consumers’ social fabric
• How <Company> engaged its consumers consistently to ensure relevance in their
social conversations
• Potential challenges and pitfalls in designing digital brand experiences and how to
overcome them

BRAND EXPERIENCE (II)

(5) <Company>’s Case Study: Involving your Customers in your Branding Efforts

• The fine line between maintaining and relinquishing control of your brand to your
consumers, and how this affects branding today [Case Study]
50min +
• Co-creation initiatives: How <Company> collaborated with consumers to augment its
10min Q&A
brand
• How <Company> leveraged on digital as a word-of-mouth medium to maximise
consumers’ conversations for its brand referral
• How <Company> aligned its customers’ inputs with its brand values
• Digital campaign management: how to effectively monitor and quantify the results of
your digital experiential campaign
___________________________________________________________________________________________________________ 2
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

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BRAND DIFFERENTIATION

(6) How <Company> Stood out from the Crowd with its Distinctive Competitive Advantage

• Bringing your brand’s unique selling point onto the digital realm [Case Study]
• Analysing your customer’s drivers for digital activity and meeting their needs to 50min +
differentiate your brand experience 10min Q&A
• Carving out a niche: How <Company> made its online experience stand out from the
rest
• When digital differentiation backfires: how to mitigate losses and regain your
customers’ devotion online

BRAND LOYALTY

(7) Best Practices from <Company> in Driving Customer Affinity

• Developing digital initiatives to complement existing brand loyalty programmes [Case Study]
• How <Company> leveraged on its digital customer intelligence resources to provide 50min +
them with a seamless offline to online experience 10min Q&A
• Generating brand advocates: building online relationships with your customers and
leveraging on their social networks to enhance your brand
• Challenges faced in <Company>’s digital customer relationship management and how
they were overcame

GOING MOBILE WITH BRANDING

(8) <Company> Case Study: Enhancing Brand & Customer Interaction Instantaneously

• Tracking the acceleration of mobile adoption and use globally and regionally
• Capitalising on various mobile applications, tools and services for cohesive mobile [Case Study]
branding efforts 50min +
10min Q&A
• How <Company> built its brand identity and increased brand awareness through
mobile initiatives
• Real-time experiences: leveraging on mobile and location-based technologies to truly
involve and engage consumers
• Evaluating the measure of success of your mobile campaign

___________________________________________________________________________________________________________ 3
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

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MULTI-PLATFORM BRANDING

(9) Integrating Digital with Existing Branding Efforts

• Developing an integrated strategy across multiple platforms for a consistent brand [Case Study]
message 50min +
10min Q&A
• How <Company> complemented existing branding strategies with digital initiatives
• Harnessing customer adoption of applications across mobile, gaming and social
networking sites to create a synergised brand experience across multiple platforms
• Optimising budget allocation for multi-channel branding effectiveness

EMPLOYER BRANDING

(10) More with Less: How <Company> Built its Image & Reputation through Effective
Employer Branding

• How the digital world affects employer brand management: what remains constant, [Case Study]
and what has changed? 50min +
• <Company>’s case study: How <Company> engaged its employees with digital 10min Q&A
initiatives, accelerated employee buy-in, and instilled core brand values within the
organisation
• Employee empowerment: designing a digital strategy that complements your offline
employer branding
• Building and optimising relationships with your employees and customers digitally

OPINION LEADERSHIP & BRANDING

(11) Leveraging on Opinion Leaders for Brand Building

• Identifying the influencers on the digital landscape – who are the employees and fans [Case Study]
with digital clout? 50min +
• How <Company> elevated their brand message and achieved media attention through 10min Q&A
opinion leaders
• Building on your brand value and advocacy through digital conversations sparked by
opinion leaders and their networks
• Challenges faced and how to rope in the opinion leaders for successful digital brand
management

___________________________________________________________________________________________________________ 4
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

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BRAND REPUTATION RISK MANAGEMENT

(12) Protecting your Brand’s Reputation on Digital Platforms

• The rise of the powerful new-age consumer: why your brand isn’t yours alone
anymore [Case Study]
• Learning from <Company>’s framework and initiatives in building a digital reputation 50min +
risk management strategy 10min Q&A
• Insulating your brand and managing the crisis online and offline when your brand
takes a hit
• Building up goodwill for your brand: increasing your brand value through credibility
and trustworthiness
• Rebranding: Crisis recovery strategies to avert backlash and strengthen your brand

MEASURING ROI OF BRANDING EFFORTS

(13) Evaluating the Effectiveness of your Digital Branding Strategy

• Setting measurable goals or your branding initiatives [Presentation]
• Tools and metrics in ROI measurement: how to place a quantifiable return value on 50min +
the intangibility of digital branding 10min Q&A
• Relating digital ROI with that of current branding campaigns to obtain top
management buy-in
• How to ascertain the level of effectiveness and leverage on results to improve
subsequent digital campaigns

___________________________________________________________________________________________________________ 5
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg