Brands Re:charge, Re:invent, Re:engage in today's times

17th Business School Affaire
By:
Abhinav Mathur
Gaurav Kayal
XIMB
Presentation Contest

BRANDS
Re: Charge; Re: Invent; Re: Engage in Today’s Times

Contents
Evolution of Branding
1
Why Traditional Branding Will Fail
2
Technological Trends
3
Social Media
4
5
Consumer Brand Dialogue
6
Internal Branding
7
Branding 2.0
8
Brand Tracking
9
Branding in Recession
10
Business-to-Brand Grid
Key Message
11
Brands Re: Charge; Re: Invent; Re: Engage in Today’s Times

Evolution of Branding
The earliest Branding Efforts Happened in India: 4000 years Ago

Why Traditional Branding Will Fail
The recent market and consumer dynamics
Customer empowerment
Power shift
Hyper connected world
Social media
Earlier
Now
Information Search is becoming THE Deciding Factor in consumer decision making

Technological Trends
Sharing Dialogue Expression Feedback Engagement Profiling Technology Entertainment Exchange Utility CustomerEmpowerment
Collaboration Information Friends
Innovation Image
The next wave of technological development has to be CUSTOMER CENTRIC

Social Media
When everyone is becoming “friends” online..
Why not brands?
Brands interacting with customers through Social Media

Assortment of Possibilities!!!
CONNECT
SEARCH
EXPRESS
This is today’s Web World
SHARE
DISCUSS
COLLABORATE
And the Future lies here!!!
TALK
Share. Connect. Search. Express. Discuss. Update. Communicate. Broadcast. Collaborate
UPDATE
BROADCAST

New ways to engage customers
Social Media always involves an exchange

Consumer Brand Dialogue: Feedback at digital speed
Understand customers to attract, engage and learn from them

Internal Branding: Unifying purpose, Establishing Culture
Winning the employees first

Branding 2.0: Continuous Innovation
Loyalty in the coming times

Tracking Your Marketing Expenses…
65% of all marketing spend in 2007 had no effect on consumers
Estimated wastage rates varied from 45% in B2B marketers to 65% in B2C
Of the 55% of marketers that even track the results of their spending at all, 80% do so manually
Source: The Fournaise Marketing Group's 2007 Global Marketing Effectiveness Report.
Bring in the much needed accountability

Recession: Make Your Buck Count
Recession provides the right opportunity to be creative

Business-2-Brand Grid: Tailoring Brands
Business Build
Cut or kill the dwarves, the small brands which share resources
Power Brands by HUL
Identify the Champ, focus the investment
HIGH
LOW
LOW
HIGH
Brand Build
Mapping brands to business objectives

Media Mix
TV as a Branding Tool is Shrinking, still not Dead
UK online ad spend to overtake TV by end of 2009
(Source:
Report by PricewaterhouseCoopers,
Internet Advertising Bureau and
World Advertising Research Center)
Branding is not just about selling, it’s more about story telling

Key Message
Remember: Google does not advertise!

Contact Details

http://marketing-trends-india.blogspot.com	130
http://marketing-trends-india.blogspot.in	46
http://www.marketing-trends-india.blogspot.com	2
http://marketing-trends-india.blogspot.fr	2

Brands Re:charge, Re:invent, Re:engage in today's times

by Gaurav Kayal on Nov 06, 2009

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Brands Re:charge, Re:invent, Re:engage in today’s times — Presentation Transcript