Social Web Ecosystem » brand strategy

How Digital Channels Will Change Brand Management Forever – #FCF09

Bert DuMars — Tue, 27 Oct 2009 13:52:00 +0000

I will be on a panel today at the Forrester Consumer Forum 2009 in Chicago, IL October 27, 2009. The panel is titled: How Digital Channels Will Change Brand Management Forever: A Panel Discussion for Customer Intelligence & Marketing Leadership Professionals. The panel will be moderated by Lisa Bradner (@lisabradner) of Forrester and include:

Jim Cuene: Director of Interactive, General Mills

David Deal: VP of Marketing, Razorfish

Colin Gillespie Global Director of Marketing, Lego

David Kirven, Director of Brand Strategy, Intuit

Here are the questions and topics we will be covering:

Why and how must traditional brand management change in the face of digital channels?
How are brands incorporating new channels into their marketing organizations?
How are organizations balancing global and local branding?
How does theh role of agencies change in the digital era?

Looking forward to meeting the other panelists and having a thoughtful and insightful panel discussion on this important topic.

SXSW Panel Proposal: Building a Team That Embraces Social Technologies

Bert DuMars — Tue, 18 Aug 2009 02:30:00 +0000

I submitted a panel for SXSW – South By Southwest 2010 – titled: Building a Team That Embraces Social Technologies. My co-panelist is Kami Huyse of Communications Overtones. I will add 2 additional panelists if the panel proposal is accepted.

Here is the panel description:

Event: Interactive 2010

Level: Advanced

Type: Panel

Category:

Branding / Marketing / Publicity, Business / Entrepreneurial / Monetization, Career / Work Concerns, Case Study, Social Networking

Organizer:

Bert DuMars, Newell Rubbermaid

Questions:

When is the right time to bring in a consultant or agency?
How do you determine if a consultant has the required expertise?
What does it take for this arrangement to be successful?
What approach should the team leader take to keep it working?
How can agencies and consultants effectively work alongside internal teams?
What is best left to the internal team?
What role is best played by the external team?
How to avoid infighting among multiple agencies and consultants?
How can these blended teams work together to craft strategies to engage?
Why do some efforts fail to produce the desired results?

Description:

This session will cover how brands successfully integrate internal and external teams to engage with customers using social technologies. Both agencies and companies will learn how to work together more effectively to serve the customer. It also covers what consultants can do and what is best left to the brand.

If you find this panel of interest and think it would add value to South by Southwest 2010, please go here and vote.

Efficient Website Redesigns: 6 Tactics to Guide Your Process

Bert DuMars — Wed, 29 Jul 2009 20:04:00 +0000

I was interviewed for the MarketingSherpa article: Efficient Website Redesigns: 6 Tactics to Guide Your Process a few weeks back and the article came out very well.

Please read down to the bottom of the article for some great resources for your website redesign efforts.

Here are the 6 Tactics:

Get user feedback from online surveys
Analyze click-stream data
Work from a well-defined brand strategy
Assign at least one (Full-Time) in-house person to oversee the project
Focus redesign on improving common problems
Aim to satisfy the majority of visitors