branding 2.0 anand narasimha
Post on 11-Feb-2017
365 Views
Preview:
TRANSCRIPT
BRANDING 2.0
ANAND NARASIMHAProfessor-Marketing & Strategy
New Mantras for Brand Marketing
“The word brand has become overused, sterile and unimaginative.”- Michael Eisner, Ex CEO Walt Disney
Brands have become Blands Growing Parity. Declining Loyalty. Squeezed Margins.
“The ‘surplus society’ has a surplus of similar
companies, employing similar people, with similar educational backgrounds,
coming up with similar ideas, producing similar
products, with similar prices and similar quality.”
Kjell Nordström & Jonas RiddlerstråteFunky Business
Attention EconomyIntrusion
Attraction EconomyInvitation
Marketing Redefined
‘Everything thatmakes your brand rich, famous and loved.’
Media anything.Idea everything.
R O IReturn on Ideas
Proposition
Stronger. Faster.Cheaper. Better.
StorytellingEngage. Entertain.
Involve. Inspire.
Which are some other brands that tell great stories?
PODPoint-of-Difference
POVPoint-of-View
Brands are going beyond just promoting themselves, to promoting a larger world view
by taking a stand
• Fighting an Enemy- a commonly held belief/convention/behavior in society
• Taking a Stand against the enemy- with a strong point-of-view about their world
ENEMY- Big is beautiful
STAND- Small is beautiful
ENEMY- Bikes are about speed and power
STAND- Bikes are about freedom and adventure
ENEMY- People have to be computer literate
STAND- Computers have to be people literate
ENEMY STAND MANTRAA commonly held
belief, convention, behavior in
society
The brand’s stance against
the enemy
The brand’s defining point-of-view
Unknown
Known for things I care aboutBrand Ideal-POV
Known for good thingsBrand Promise-POD
KnownBrand Salience
BRAND JOURNEY
ENEMY STAND MANTRAStereotyped
beauty- tall, slim, fair and young
Every woman can be beautiful-
of any shape, size, color or age
Real beauty for real
people
Unknown
Known for things I care aboutBrand Ideal-POV
Known for good thingsBrand Promise-POD
KnownBrand Salience Beauty Soap
¼ moisturizer than doesn’t dry your skin like soap
‘Real beauty for real people’
ENEMY STAND MANTRAApathy towards
social issuesIt’s time to wake
up and do something
Jaago Re
Unknown
Known for things I care aboutBrand Ideal-POV
Known for good thingsBrand Promise-POD
KnownBrand Salience Refreshing Tea
The cup that revitalizes
‘Jaago Re’
ENEMY STAND MANTRAFear of getting clothes dirty
Don’t let dirt be a spoilsport
Daag Acche Hain
Unknown
Known for things I care aboutBrand Ideal-POV
Known for good thingsBrand Promise-POD
KnownBrand Salience Powerful Cleaning
Bright, stain-free clothes
‘Daag Acche Hain’
What is the POD and POV in this case?
Spell out the Enemy, Stand and Mantra
Information Experience
Its no more about AdsIts more about Acts
Virgin Airline is about “Making Flying Fun”“Making Flying Fun”
Socializing with the Brand
Retail/OOH
Can you think of some powerful brand acts?
SurpriseRepetition
Which brands keep surprising you?
One-wayCommand/Control
InteractiveCollaborate/Co-create
Brand Propositions are out
Brand Conversations are in
Brand Talks: people listen
Brand Does: people talk
Consumersare becoming
Prosumers.
Co-creation!
The Head Shot Clinic is a an effort by a Fashion and Lifestyle photographer, Niccolo Cosme, that gathered the young innovators and trend-setters in a single shoot. The result of the shoot were head shots that were used by each participant as their profile pictures in Multiply and Friendster. It started as a way for the young photographer to market his services.
But now, Adidas has already begun talking with Niccolo to produce another Head Shot Clinic where Addidas apparel will be used by the participants. This way, Addidas attaches itself to the trend-setters and culture mavens. In fact, the Adidas jacket shown here in a sample shot has already become a bestseller.
Adidas: The Philippines
Pepsi: China
• 2 Chinese guys made their own Pepsi ad.
• Their videos have been viewed more than 6,744,513 times
• Now Pepsi has made TVC’s with them
• Pepsi's new can displays the winners of an online photo contest, in which people submitted pictures of themselves rooting for Team China at the Olympics, and then voted to determine who would win a spot on the cans.
• The contest drew 2.46 million submissions and 140 million votes, which was larger than any global campaign of this sort ever run by the company.
Source: *Wall Street Journal
Pepsi “My Can”: China
60
POEM
Brand Salience Brand Experience Brand Conversation
61
Think of some good brand co-creation examples?
Transaction Relationship
Has there been any ‘wow’ experience that you’ve had with a brand’ going out of its
way?
i AND ethe new mindset
Mass Marketing
One-to-Many
Custom Marketing
One-to-One
Marketing 2.0
One-With
Transferring brand ownership to the consumer
WHAT’S OUT…• Proposition• POD• Information• Repetition• One-way• Transactions
WHAT’S IN…• Storytelling • POV• Experience• Surprise• Interactive• Relationships
Bland Brand
top related