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Creating andmanaging a

successful .Brand

September 2013

The Digital Marketing andgTLD Strategy Congress

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| Creating and managing a successful dotbrand | Interbrand | March 12, 20132

Hi

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Considering the top global brands

3 | Creating and managing a successful dotbrand | Interbrand | March 12, 2013

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The majority have filed

4 | Creating and managing a successful dotbrand | Interbrand | March 12, 2013

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But comparable brands are making different choices

DID

| Creating and managing a successful dotbrand | Interbrand | March 12, 20135

DID NOT

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| Creating and managing a successful dotbrand | Interbrand | March 12, 20136

"Businesses are unclear on howto really approach the new gTLD

programme and are as yetundecided on how they should

position themselves.Ben Anderson, NetNames

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Dot what?Fairwinds Partners and InsightsNow surveyed 2,008 Internet users between theages of 13 and 64 about their awareness of gTLDs. Nearly three quarters of theparticipants were entirely unaware of the existence of the programme,the study said. Only 4% could name an applied-for domain.

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The conversation has been technicaland process oriented

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Its not all that often we type the whole URL anyway

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| Creating and managing a successful dotbrand | Interbrand | March 12, 201310

So lets go beyond the

purely technical andlook at how brands

build relationships inthe digital age

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11

Twitter was a sound

The cloud was in the sky

4G was a parking place

Linked in was a prison

Applications were something you sent to a college

And skype for most people was a typo

Just six years ago

Thomas Friedman

| Creating and managing a successful dotbrand | Interbrand | 27 th September 2013

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to this

| Creating and managing a successful dotbrand | Interbrand | March 12, 201313

Advert

Search

Catalog

Store

Chatonline

ReviewFAQ

Compare

Trackpurchase

Phone

Online

Customer

Service

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There are so many more ways to interact

| Creating and managing a successful dotbrand | Interbrand | March 12, 201314

Advert

Search

Catalog

Store

Chatonline

Customer

Service

ReviewFAQ

Compare

Trackpurchase

Phone

Online

AddPinterest

Like

Facebook

Google

FollowTwitter

Read Blogs

WatchYouTube

Rate &Review

SearchAmazon

Check App

Uploadimage

Check in

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Its changed in how we consider the purchase funnel

| Creating and managing a successful dotbrand | Interbrand | March 12, 201315

Awareness

Disposition

Consideration

Brands added

Evaluation

Brand subtracted

Purchase

Feedback loop is the expression of brandexpectation versus brand experience

Infl

uenceatallstages

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Its changing behaviour too

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Source: Google/Ipsos/Sterling, 2012

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And it has fundamentally changed the way brands are built

| Creating and managing a successful dotbrand | Interbrand | March 12, 201318

Business Consumer

Business Consumer

ConsumerBusiness

Brand communication

Brand dialogue

Brand experience

Brands exist today as a constant relationshipbetween business and consumer

B2C(1980s)

B&C(Today)

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Brand building needs to be more interactive and more iterative

| Creating and managing a successful dotbrand | Interbrand | March 12, 201319

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The benefits from the brand owners perspective are clear

| Creating and managing a successful dotbrand | Interbrand | March 12, 201320

Own the category

Build a trusted community

Unify a complex portfolio and driveequity in the masterbrand

Simpler, purer URLs

Keep up with the dotjones

macbookpro.apple hp.com/pavilion

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Some practical tips

IF YOU DIDNT FILE

1. Vigilance is key keep an eye onstrategies that will begin to emerge

2. Be prepared if/when there is thenext round of applications

3. Determine how new gTLDs willaffect your digital strategy

4. Consider whether second-leveldomains will affect you

5. Budget $

| Creating and managing a successful dotbrand | Interbrand | March 12, 201321

IF YOU DID FILE

1. You made a solid business case now consider the brand case

2. Use it wisely, and be proactivearound setting the stage

3. Determine how new gTLDs willaffect your digital strategy

4. Use gTLDs to support your brandexperience

5. Budget $

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| Creating and managing a successful dotbrand | Interbrand | March 12, 201322

A great brand experience still means

Telling the right story

to the right peoplethrough the right channel

at the right time

From the customers perspective

STRUCTURECONTENT

CONTEXT

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So

| Creating and managing a successful dotbrand | Interbrand | March 12, 2013 23

STRUCTURE

Greater ownership, freedom, specificity and security

Make use of URL control to create and manage valuable brand assets Rethink localisation in terms of location and language Think about smart partnerships and branded areas

STRUCTURECONTENT

CONTEXT

my.bmw.

Shakeshack.nyc

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So

| Creating and managing a successful dotbrand | Interbrand | March 12, 2013 24

CONTENT

Have a clear purpose and adapt your content strategy to match it

Think about which generics will help you connect better with customers

Consider reframing content around verticals like interestIf its more secure, consider what new content you can share

But remember that its the brand that should drive content and ensure its distinctive

STRUCTURECONTENT

CONTEXT

If your brand is about ease orseamlessness, dont let a gTLD

get in the way

If your brand is about richnessand details, give it a role

If you own a generic, makesure its not generic

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And finally

| Creating and managing a successful dotbrand | Interbrand | March 12, 2013 25

CONTEXT

Invite customers in

Let them be part of the creation and innovation Adapt it around them Make it more special, personal and relevantConsider where and how they will access it, and what else theyll be doing

STRUCTURECONTENT

CONTEXT

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Because

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If I cant have a say in it, then its not for meIf its hard to navigate, Ill go somewhere elseIf it doesnt move with me, Ill leave it behindIf I need to change, it needs to make things better

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Tel:

Email:

CONTACT US

Thank you

Chris Davenport

Head of Verbal Identity

+44 7968 202110

Chris.davenport@interbrand.com

Cathy Ma

Social Media Consultant

+ 44 20 7554 1359

Cathy.ma@interbrand.com