branding 2.0 anand narasimha

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



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



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



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

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POEM

Brand Salience Brand Experience Brand Conversation

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