The Visual Brand: One Aspect of the Whole
Brian Still, vice president of brand identity and execution at Wells Fargo, opened the event with a talk about the visual standards used by Wells Fargo, specifically the standards for the Wells Fargo stage coach. The amazing point was that in this digital age their primary image is an oil painting of a stage coach, and testing showed that that was preferred by their audiences.
The panel discussion followed and it began with each panelist defining the visual brand. It followed with a discussion of best practices in communicating visual brand guidelines to stakeholders, balancing customer relevancy with company objectives when rebranding an identity, visual brand research, and new trends in visual brand experiences.
Brendan Murphy, senior partner in design at Lippincott, Kurt Munger, creative director at Interbrand and Matthias Mencke, creative director at Siegel+Gale provided an agency perspective. Hizam Haron, senior manager of identity at McKesson, and Christine Arthur, brand program manager at Wells Fargo, provided the client-side perspective.
The Fall Silicon Valley Brand Forum
Aligning Content Strategy
with Brand Strategy
October 22, 2013
Our recent event at Google was a full morning of experts sharing insights on content strategy and how companies are aligning it with brand strategies.
Thomas Ranese, Director of Google Brand Studios, began the event by sharing their view of content at Google, sharing examples of interactive content, user generated content, and creator generated content.
We have extracted highlights from video of the event, captured by our friends at School of Thought*, and we have posted links to some of them below. We will add more highlights throughout November. Check out the clips of Thomas Ranese, as well as Ben Tomkins and Bill Calder from Intel Free Press, and our panelists sharing their insights on content strategy, including Erin Robbins O’Brien of GinzaMetrics, Jon Miller from Marketo, Matt Cohen from OneSpot and Craig Rosenberg from TOPO and Funnelholoc.com.
Silicon Valley Brand Forum at Google Video Highlights:
Host Sponsor: Premier Sponsor: Associate Sponsors:
Building Brands through Storytelling
Nancy Duarte, Jason Baer, Lou Hoffman and Art Kilinski shared insights and observations with a packed house at Cisco at the Silicon Valley Brand Forum. Nancy Duarte of Duarte Design opened the event with a captivating presentation that covered a wide range of perspectives on storytelling from why it’s necessary to how to do it effectively, including slides of her visual mapping of famous speeches to illustrate measurable elements of storytelling.
Jason Baer from Siegel and Gale moderated the panel discussion. Lou Hoffman offered his insights into the challenges Silicon Valley companies have had using storytelling effectively based on his two decades of experience running a PR agency in the valley. Art Kilinski offered his views on the visual aspect of storytelling and Nancy shared more real client experiences to illustrate her points in the discussion. The audience was fully engaged in the discussion as always, offering questions that reflected the wide range of marketers that attend the forums.
Although Nancy’s slides from the event are not available, you can see a lot of the content from her presentation in her TEDTalk. Set aside 20 minutes and watch the whole thing.
Measuring Brands in the New Age
The event began with a presentation from Ted Sapountzis in which he shared some of the ways Next Principles has helped clients measure brand in the social media world. He began by talking about the amazing adoption of social media in B2B business and how companies have not managed to take advantage of the opportunities this has created. Ted showed how they have helped a sports equipment company in South America, Marathon, and EMC in North America engage with their customers through social media channels.
The panel discussion that followed was very insightful, as the seasoned marketers talked about balancing the exciting opportunities that have developed in brand measurement in social media with traditional brand practices.
The next Silicon Valley Brand Forum will be held at SAP in Palo Alto
November 8, 2012
8:30 am to 12 noon
New Brand Metrics for the Social/Mobile Age
Measuring brand equity includes knowing what you want to measure, how to measure it and deriving meaning from what you’ve measured. Brand measurement has evolved dramatically over the past decade. It’s less expensive and it can be measured in real time.
We’ll discuss the impact of new technology on traditional approaches to brand measurement. Are David Aaker’s categories of brand equity – brand loyalty, name awareness, perceived quality, and brand associations – the only categories to measure now? Are there more? Are traditional methods of gathering and analyzing brand data still useful?
Join us for a lively morning with senior brand experts as we discuss the opportunities and challenges in the integration of traditional brand measurement with new analytical tools and methods.
Details and additional information coming soon.
On May 15th, 2012, about 80 brand professionals gathered at Xilinx in San Jose to discuss best practices in brand engagement in social media.
Kyra Whitten, senior director of marketing at Xilinx, welcomed the group and talked briefly about the value of social media for Xilinx to engage with their target audiences.
Lorie Loe, CEO of Eccolo Media, followed with a presentation about the effective use of content to engage customers in the “Social Web.” There are 4 key things that really matter according to Loe, when engaging with customers: small things matter, thought leadership matters, brand story matters, and humanness matters. If you would like to download Lorie Loe’s presentation, click here.
Steve Farnsworth, Silicon Valley Brand Forum director and Forbes Top 50 SocialMedia Influencer shared a series of amazing quotes and facts before the break about how social media is changing the way we communicate. The panel discussion, led by Mike Sanchez from Cisco, featured Sandi Meyer from Trend Micro, Katy Keim for Lithium Technologies, and Lorie Loe, and it explored questions like:
- What is the difference between brand engagement in social media for B2B companies as opposed to B2C companies?
- How do you influence brand perception in communities and the blogoshpere?
- What social media platforms are the most effective for brand engagement? Which are the weakest?
- And many others, as well as very insightful questions from an audience of seasoned brand managers.
Our next event will take place in the fall, but the conversation can continue in the meantime. Share your thoughts about brand topics worthy of discussion, emerging trends in brand management, or questions that never got answered at the forum last week. You can converse on our Facebook page, Twitter or our LinkedIn group.