newHKBWEEK.ppt

* For a time, it seemed that the financial brand was dominating the consumer brand, but the changes in the market are turning the tables back in the other direction. Even 90 days ago, investors valued growth and AWARENESS over everything, now people want to understand the PATH TO PROFITABILITY. Brand building to ACQUIRE CUSTOMERS -- PAYING CUSTOMERS is more important than simple, 2-dimensional awareness. So today the financial brand is critically dependent on the strength of the consumer brand, and for a lot of so-called DOT-COMS it is back to the drawing board. * Let’s hope the New Economy last for centuries, but now that the honeymoon is over, let’s be true to our vows, let’s build brand relationships that are deep, rich, meaningful, whole and INTEGRATED. Price Decision Maker Access Telesales Center Customer Communication Product Repeat Purchase Taste Free Trial The Convergence ofB R A N D I N G Consumer Financial * Good morning/afternoon. What I am going to talk about today is the covergence of consumer and financial brands . . . a Silicon Valley perspective on branding, and how we believe the Internet revolution brought about a revolution in the worlds financial markets, which has forever changed how marketers develop and evolve brands.For about two years, the financial dimension of brands has pushed its way to the front. Today the consumer dimension is fighting back, and both are intertwined. By way of background, Alexander Ogilvy is one of the leading PR firms focused on so-called New Economy technology businesses, and for about two years now, have been a part of Ogilvy PR Worldwide. I myself run our operations in the Western US, including San Francisco and Silicon Valley. * At Ogilvy PR, we have offices all over the world. Increasingly, we are seeing our business track the shifts in global financial and consumer markets. There are a number of clients you may recognize here. Our most recent and timely example is the work we have done