New Marketing New Branding


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Where is the branding practice heading to, some thoughts. A presentation made at a seminar at School of Management Studies, Cochin University of Science and Technology, Kochi 22, Kerala, India

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New Marketing New Branding

  1. 1. The new marketing and the New BRAND
  2. 2. <ul><li>No body told me while I was growing up that life is going to be tough. </li></ul>
  3. 3. The world is complex <ul><li>Too many people to know </li></ul><ul><li>To many things to learn </li></ul><ul><li>To many things to do </li></ul><ul><li>Too many places to see </li></ul><ul><li>To many products to consume </li></ul><ul><li>Too many brands to remember </li></ul><ul><li>Choices and Super Choices </li></ul>
  4. 4. Confused Customer <ul><li>Too many choices </li></ul><ul><li>Products, Brands and Variants, Bundles </li></ul><ul><li>Promotions, Media, Endorsement </li></ul><ul><li>Over communicated society, Over stimulated mind </li></ul><ul><li>The Consumption ethic </li></ul><ul><ul><li>More is merrier </li></ul></ul><ul><ul><li>Work to Earn so that you can spend </li></ul></ul><ul><ul><li>Being prudent causes Recession </li></ul></ul>
  5. 5. Confused Customer <ul><li>Growth is measured in terms of per capita Consumption </li></ul><ul><ul><li>Where is the ‘economy’ in our Economy? </li></ul></ul><ul><li>Ambition is the virtue </li></ul><ul><li>Materialism and Vanity are the Core values </li></ul><ul><ul><li>Is marketing about customer Needs or about Customer Greed? </li></ul></ul><ul><ul><li>The elusive moving target of customer satisfaction </li></ul></ul>
  6. 6. Confused Customer <ul><li>Success Criteria is Conspicuous Consumption </li></ul><ul><ul><li>Are we rational </li></ul></ul><ul><ul><li>Hedonic and Symbolic Consumption </li></ul></ul><ul><li>Value is Intangible and Subjective </li></ul><ul><ul><li>World is absurd, You Choose the meaning </li></ul></ul><ul><ul><li>Have Your own fantasy </li></ul></ul><ul><ul><ul><li>Virtual Worlds and virtual consumption </li></ul></ul></ul><ul><ul><ul><li>Whatever is your personal fetish, we have a product for you </li></ul></ul></ul>
  7. 7. Confused marketer <ul><li>What is the source of competitive advantage? </li></ul><ul><ul><li>Economies of Scale </li></ul></ul><ul><ul><li>Product Quality </li></ul></ul><ul><li>Competition </li></ul><ul><ul><li>Competition and Super Competition </li></ul></ul><ul><ul><li>Information as a great leveler </li></ul></ul><ul><ul><li>Democratized Medium </li></ul></ul><ul><ul><li>Sustainability of Innovation? </li></ul></ul><ul><li>Tangible to Intangible </li></ul><ul><ul><li>Tangible can be imitated </li></ul></ul>
  8. 8. Confused marketer <ul><li>Marketing is a mind game </li></ul><ul><ul><li>It is all in the mind </li></ul></ul><ul><ul><li>“ It is what you do to the consumer’s mind than to the product” </li></ul></ul><ul><ul><li>Customers do not buy products, they buy ideas, fantasies and hopes </li></ul></ul><ul><li>Life styles and Mind Styles </li></ul>
  9. 9. Primitive Marketing <ul><ul><li>Marketing (and manufacturing) limited in scale and scope </li></ul></ul><ul><ul><li>Niche markets </li></ul></ul><ul><ul><li>A deeply personal understanding of the customer based on continuous personal interaction </li></ul></ul><ul><ul><li>Evolved Competencies in serving the niche market </li></ul></ul><ul><ul><li>Continuous customization </li></ul></ul><ul><ul><li>Loyal, but limited customer base </li></ul></ul><ul><ul><li>Restrictions in scaling up </li></ul></ul><ul><ul><li>Brand is experiential , Brand evolves </li></ul></ul>
  10. 10. Brands <ul><li>The term brand dates back to labeling cattle so that one can differentiate </li></ul><ul><li>From labels to promises made by manufacturer about tangible benefits </li></ul><ul><li>Assurances about product </li></ul><ul><li>The Sum of Customer beliefs, perceptions and learnings about attributed to an identifiable tag. </li></ul>
  11. 11. Brands <ul><li>From Means to the End itself </li></ul><ul><li>Value added by marketing </li></ul><ul><ul><li>Is it real or Abstract </li></ul></ul><ul><ul><li>The functional product plays second role to the symbolic brand </li></ul></ul><ul><li>Transform insignificant products into world winning and global branded products </li></ul><ul><ul><li>The Cola Wars </li></ul></ul>
  12. 12. Hollow Brands / Virtual Brands <ul><li>The intangible symbolic value added is much more than the functional benefit of the product. </li></ul><ul><ul><li>Abstract positions </li></ul></ul><ul><ul><li>Brand personalities </li></ul></ul><ul><ul><li>Imagery evoked by the brand </li></ul></ul><ul><ul><li>Brand Communities, tribes and cults </li></ul></ul><ul><ul><li>Relationships </li></ul></ul>
  13. 13. Hollow Brands / Virtual Brands <ul><li>In this cluttered World, How many relationships can we have? </li></ul><ul><li>Increasingly Intangible Brands are Undifferentiated </li></ul><ul><ul><li>Recycling of Images </li></ul></ul><ul><ul><li>Recycling of Ideas </li></ul></ul><ul><ul><li>The Virtual Commoditized Brand Clutter </li></ul></ul><ul><ul><ul><li>Life Insurance </li></ul></ul></ul><ul><ul><ul><li>Movies and music </li></ul></ul></ul><ul><ul><ul><li>Mobile telephony </li></ul></ul></ul>
  14. 14. Hollow Brands / Virtual Brands <ul><li>How many different options are there for Differentiation and positioning on Intangible Abstract Dimensions </li></ul><ul><li>Are these Subtle Positioning Discriminated by consumers </li></ul><ul><li>Are they delivered to the Consumer </li></ul><ul><ul><li>What is the brand as experienced? </li></ul></ul><ul><ul><li>Is Marketing only about promotion ? </li></ul></ul><ul><ul><li>Designing and Delivering unique customer experiences </li></ul></ul>
  15. 15. Linguistic Determinism <ul><li>The limits of my language indicate the limits of my world </li></ul><ul><li>‘ Since they could not think of things not included in the vocabulary, they were imprisoned by their language’ </li></ul><ul><ul><li>George Orwell 1984 </li></ul></ul><ul><li>‘ individuals experience the world based on the words they possess hence language played a major role in how they determines their experience’ </li></ul><ul><ul><li>Edward Sapir </li></ul></ul><ul><li>‘ Whorf's hypothesis (also known as Sapir-Whorf’s hypothesis) was that people are only able to think about ideas which have labels in their spoken language’ </li></ul><ul><ul><li>Benjamin Whorf </li></ul></ul>