Brand Management

Harness the Power of Your Customer's Digital Voice

02 May 2013

All customers have the potential to become your brand advocates, driving profit for your business through positive endorsement, insight and product analysis. But to harness the real value here, companies must give their customers a voice and ensure that they are well placed to listen to and act upon it.

Brand Republic's three part programme, produced in partnership with Bazaarvoice, consists of a survey, webcast and expert report providing marketers with the tools and knowledge to take social media and user-generated content to the next level. Using real business case studies, it will evolve your use of digital channels to become more customer-centric and more profitable.

Hear how to:

• Evolve your social strategy to give your customers a high-value digital voice
• Build brand trust by hosting authentic customer-driven content on your website
• Create and empower brand advocates to drive your business forward
• Improve your products, services, sales and marketing using genuine, rich and varied customer insight

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Product Labelling Risk Vs Reward: The REAL Story in 2013

25 March 2013

Certain elements of CSR have slipped down marketing and sustainability agendas but leading brands such as Truvia and Walkers Crisps are successfully using environmental labels to build brand trust and bolster their bottom line.

But with so many labels now available on the market, what could they do for your consumers and your business?

Tune in live to our upcoming Brand Republic and ENDS webinar for a candid look at the real story:

• Do consumers actually recognise the logos and how do labels influence purchasing decisions?
• What does the latest Carbon Trust research say about how consumers engage and respond to environmental claims?
• What are the financial and time implications of implementing environmental labels?
• What is the bottom line value of using environmental labels and does this outweigh the risks?
• How can you use environmental labels to gain a competitive edge and drive sustainable long term value?

Who should attend?

Marketing, PR, Brand, Sustainability, Environmental and CSR professionals

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Social Media: 7 Steps to Empower Employees and Drive Your Business Forward

26 March 2013

In an age where social media and brand image are irrevocably linked, organisations now face the challenge of how best to manage social media internally. Some brands are looking for the answer to where social media should sit within their business but perhaps they are asking the wrong question?

Brands such as Dell, Coca-Cola, LEGO and Nokia are thinking differently. Dell has trained 10,000 employees across the business to act as skilled brand advocates, listening and engaging in social conversations and exchanging insights with customers to shape and drive their business forward.

But how do they keep everyone aligned and on the same page?

Tune into Brand Republic’s live webcast where we reveal a robust 7 step guide to putting social at the heart of your organisation:

• Effectively co-ordinate social internally and align differing departmental social objectives
• Empower brand ambassadors across all departments with the right level of training, support and engagement
• Keep staff collaborating to ensure a consistent tone of voice and a unified brand message

To view a demo of Huddle's cloud collaboration software, visit www.huddle.com/demo

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New Rules for Online Advertising: Are You Compliant?

20 March 2013

New rules from the UK Committee on Advertising Practices (CAP) covering online behavioural advertising (OBA), came into effect on the 4th of February 2013. For the first time, the Advertising Standards Agency (ASA) will regulate the way that ad networks and third parties use online behavioural tracking and targeting technologies such as cookies.

Thousands of advertisers are in breach of this rule so what happens if you are not compliant and how will this impact your marketing?

Firstly, to comply with these rules, adverts based on browsing history data, will have to include information explaining to consumers that they have been targeted using OBA and advertisers must provide users with a way to opt out.

If you are an advertiser, agency, publisher or ad network, tune in live to our next webcast where we’ll be drilling into the new CAP rules, consumer attitudes to OBA and the steps you need to take to ensure you are compliant. Find out how to build trust by giving consumers transparency, notice and choice.

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Multiple Digital Touch Points: One Voice

30 January 2013

Powering a consistent brand message across a multichannel campaign calls for seamless collaboration. So if you’re working with a large team of people, often stationed in different places, choosing the right messages and channels whilst keeping everything in sync and on deadline can seem like an impossible task.

This Brand Republic webcast offers practical insights to help you synchronise your multichannel campaigns and boost ROI:

-    Keep teams connected and collaborating with anytime, anywhere mobile and cloud access
-    Integrate your campaigns by choosing the right digital channels for your brand’s message
-    Stay ahead of the curve and keep innovating to ensure your message resonates and sparks engagement with your target audience

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Storytelling: Captivate Your Audience with Interactive Online Video

16 January 2013

At its very core, marketing is storytelling, resonating emotionally with customers to project the right message at just the right time. This year we’ve seen more and more brands adopt storytelling but fail to connect to their audience. So why is that and how can you make sure your message is heard?
In March 2012, Internet Explorer launched a powerful interactive video campaign developing a completely new genre of brand storytelling and content driven marketing. With seamless original content, the experience was designed to showcase the latest version of Internet Explorer by deeply engaging a hard to reach audience.
Internet Explorer partnered with award-winning director of Shaun of the Dead and Hot Fuzz, Edgar Wright, and renowned Marvel and Lucasfilm illustrator, Tommy Lee Edwards, to create an animated crowd sourced online film called The Random Adventures of Brandon Generator with optimised visuals for users of Internet Explorer 9.
In Brand Republic’s next webcast, we discuss the genesis and scope of the project to find out how this unique campaign combined inspiration with insight to arouse and captivate the target audience's imagination, sparking extensive press coverage and a huge wave of positive sentiment across social media sites.

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Online Tracking Update: How Will Consumer Privacy Change Marketing In 2013?

27 November 2012

European consumers are increasingly aware of cookies and other online tracking activities and are becoming increasingly concerned about their potential affect on privacy. European law now regulates this space via the ePrivacy Directive (i.e. "Cookie Directive"), which sets standards for the level of notice and control that websites must provide consumers with when using cookies or other forms of tracking technology.

So how has this law affected the online ecosystem and what does it mean for marketers?

Are self-regulatory initiatives led by industry associations like the DAA and EDAA addressing public concern on this issue?

Will most consumers opt-out from tracking activities when offered the choice or can notice and control mechanisms actually help websites better engage their visitors?

In this live webcast TRUSTe and Osborne Clarke will unveil their recent research examining consumers' perceptions in the UK and other key EU markets around online tracking and privacy.
Tune in live where we’ll reveal the surprising findings to help you as marketers learn how effective privacy can help you engage visitors and drive conversions whilst still ensuring compliance.

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Online Behavioural Targeting: Using Consumer Perceptions to Protect Your Brand and Boost Engagement

12 September 2012

The rapid growth of online behavioural targeting and powerful mobile devices has provided marketers with monumental opportunities to collect data about their consumers, driving engagement and boosting sales. Yet as privacy concerns continue to take centre stage with media and regulators, protecting your brand and stemming mistrust is crucial.

In this webcast, we will examine how you can effectively leverage online behavioural targeting by implementing self-regulation, consumer transparency and choice controls. Tune in to hear:

• The latest research on how consumers feel about online behavioural targeting to help you build personal, lasting and trusting experiences.

• How you can protect your brand while still reaping the value of new online technologies for behavioural targeting

• How EU legislation affects you and what you need to know to comply with AdChoices self regulation

• The status on the roll-out of the AdChoices program in the UK and EU

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