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Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
Brand Marketing 2.0
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Brand Marketing 2.0

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Here's how brand marketing has transformed from the old way of doing things to the new way.... …

Here's how brand marketing has transformed from the old way of doing things to the new way....
Use the new mantras to turn 'blands into brands'...

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  • http://online.wsj.com/article/SB118953841749624079.html?mod=googlenews_wsj
  • Transcript

    • 1. Brand Marketing 2.0
    • 2.
      • “ The word brand has become overused, sterile and unimaginative.”
      • Michael Eisner, Ex CEO
      • Walt Disney
    • 3. Brands have become Blands Growing Parity. Declining Loyalty. Squeezed Margins.
    • 4.
      • “ 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 Riddlerstråte
      • Funky Business
    • 5.  
    • 6. Attention Economy Intrusion Attraction Economy Invitation
    • 7.
      • Brand Marketing Redefined
      • ‘ Everything that
      • makes your brand
      • rich, famous and loved.’
    • 8. Media anything. Idea everything.
    • 9. R O I Return on Ideas
    • 10. Proposition Stronger. Faster. Cheaper. Better. Storytelling Engage. Entertain. Involve. Inspire.
    • 11. The Bond Story Title Intro, Theme Song, Cars and Gizmos, Martini, Bond Girls, Money Penny, ‘M’, Bad Guys ‘Bond…James Bond’
    • 12.  
    • 13. Information Experience
    • 14. Virgin Airline is about “Making Flying Fun”
    • 15.  
    • 16.  
    • 17.  
    • 18.  
    • 19. Socializing with the Brand
    • 20. Surprise Repetition
    • 21.  
    • 22.  
    • 23. iPhone…12,000 articles in media…70 million hits on GOOGLE…People camping outside APPLE stores
    • 24. One-way Command/Control Interactive Collaborate/Co-create
    • 25.  
    • 26. 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
    • 27. 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
    • 28.
      • 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
    • 29. Pepsi: China In 2006, Pepsi ran a competition for consumers to create a complete Pepsi Commercial, called “Show me your idea”. Consumers were invited to script a 200-word commercial with Pop-star Jay Chow as main character. During the competition period, 28,000 scripts were received and 5 million online participation/votes were recorded.
    • 30. “ Deep Love” cell phone novel: Japan
      • Avid readers write cell phone novels and upload them
      • Readers send feedback to the writer, who creates paragraphs according to the readers’ preference
      • Written by a young online writer, Yoshi, ‘Deep Love’ is a story of a teenage prostitute in Tokyo. It became so popular that it was published as an actual book, then spun off into a television series, and a movie.
    • 31. Transaction Relationship
    • 32.  
    • 33.  
    • 34. i AND e the new marketing mantras
    • 35.  
    • 36.  
    • 37. Mass Marketing One-to-Many
    • 38. Custom Marketing One-to-One
    • 39. Marketing 2.0 One-With Transferring brand ownership to the consumer
    • 40. Bland Brand
    • 41. Let’s talk about some examples of brands doing Marketing 2.0

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