Branding Now Sharam May09 (LAHAV program)

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Branding Now Sharam May09 (LAHAV program)

  1. 1. It’s the brand, stupid! Hanoch Rabinovitz www.nobi2.com
  2. 2. <ul><li>רוקחים ! </li></ul>
  3. 3. <ul><li>WHAT is a brand? </li></ul>1
  4. 4. <ul><li>This is </li></ul><ul><li>NOT </li></ul><ul><li>a brand? </li></ul>AdiDAs
  5. 5. <ul><li>This is </li></ul><ul><li>NOT </li></ul><ul><li>a brand </li></ul>A p p l e
  6. 6. <ul><li>a brand </li></ul><ul><li>Is a </li></ul><ul><li>SHORTCUT </li></ul>
  7. 7. <ul><li>a brand </li></ul><ul><li>Is NOT what you say it is </li></ul>
  8. 8. <ul><li>it what they say </li></ul><ul><li>it is </li></ul><ul><li>Marty Neumeier </li></ul>
  9. 9. <ul><li>It’s Alive ! </li></ul><ul><li>In the consumer’s MIND </li></ul>MIND set The brand consumer
  10. 10. <ul><li>To the </li></ul><ul><li>Consumer’s </li></ul><ul><li>MINDSET </li></ul>
  11. 11. POSITION 2
  12. 12. <ul><li>Who’s your audience? </li></ul><ul><li>Who are your enemies? </li></ul><ul><li>Where do you want to be? </li></ul>
  13. 13. YOUR ENEMIES
  14. 14. <ul><li>Where </li></ul><ul><li>do you </li></ul><ul><li>want to be? </li></ul>Commodity Prime $ Market share
  15. 15. <ul><li>So... </li></ul><ul><li>what is it for me ? </li></ul><ul><ul><li>שירות רציף </li></ul></ul><ul><ul><li>וקבוע </li></ul></ul>אמינות זמן ביטחון תנאי המתנה בתחנות עלות משתלמת שירות נוחות נגישות שילוביות <ul><ul><li>יחס הנהג </li></ul></ul>Pass nger e A
  16. 16. FOCUS 3
  17. 17. Who you are? What do you do? Why does it matter?
  18. 18. Who you are?
  19. 19. mmm… What do you do?
  20. 20. We Promise! simple
  21. 21. simple
  22. 22. probably E=MC 2 different
  23. 23. Different! Lebatzbetz?
  24. 24. Probably the best beer in the world relevant
  25. 25. <ul><li>Get local! </li></ul>Oh! Fiat Nova! Ah-Ah! Fiat No-Va!
  26. 26. <ul><li>Focus </li></ul><ul><li>and </li></ul><ul><li>Win! </li></ul>
  27. 27. HISTORY 4
  28. 28. What’s in it for me? Utility What in it? Features What does it do? Benefits How do you feel? Experience Who You Are? Identity
  29. 29. <ul><li>what is it for me ? </li></ul>שים פז ותרוויח What’s in it for me? What in it? Features What does it do? Benefits How do you feel? Experience
  30. 30. <ul><li>14 th Century </li></ul><ul><li>Hottest brand </li></ul>
  31. 31. <ul><li>2008 </li></ul><ul><li>Hottest brand </li></ul>
  32. 32. <ul><li>May 2009 </li></ul><ul><li>Hottest brand </li></ul>
  33. 33. NEW RULES 5
  34. 34. Old school brand marketing target audience
  35. 35. Old school ways <ul><li>Print/TV ads </li></ul><ul><li>Telemarketing </li></ul><ul><li>Tradeshows </li></ul><ul><li>Seminars </li></ul><ul><li>Direct mail </li></ul>customers sales Prospects
  36. 36. Today It’s just me and us 1950 1960 1970 1980 1990 2000 2010
  37. 37. no one’s in charge! blablabla
  38. 38. no one’s in charge! bla! bla bla!
  39. 39. New brand image! BLOGS SOCIAL REACT!
  40. 40. New marketing! BLOGS SOCIAL REACT! 2 Listening 3 REWARD 1 Truth!
  41. 41. <ul><li>GOD </li></ul><ul><li>Is </li></ul><ul><li>Dead! </li></ul>
  42. 42. YOU CLIENT COMPETITOR
  43. 43. Engage 6
  44. 44. New ways to be there 1,600,000 Readers 500,000 Readers 800,000 Readers 1,200,000 Readers
  45. 45. New opinion leaders
  46. 46. Listen
  47. 47. … and engage
  48. 48. <ul><li>Pharma twitt </li></ul>
  49. 49. commute
  50. 50. Get naked
  51. 51. Socialize
  52. 52. Co- Brand
  53. 53. <ul><li>Set a buzz! </li></ul>
  54. 54. uTube? Set a buzz!
  55. 55. <ul><li>COMMITMENT </li></ul>
  56. 56. צור מותג ושמו - אתה : מומחיות שורדת יותר ממוצר אותה סחורה לכולם - אבל לא אותם מדפים היה רלוונטי . מי שלא רץ מהר נשאר במקום מקסם את המומחיות שלך – ייעוץ , עצות , טיפים צור קהילה : תוכן , תוכן , תוכן <ul><li>Tips… </li></ul>
  57. 57. Dawn French in “Love And Other Disasters” (2007) See the clip on YouTube

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