Branding 2.0: Creating Strong Brands Through Interaction

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Presentation about how the social media phenomenon has changed the concept of branding. In this new era, strong branding is all about interaction.

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Branding 2.0: Creating Strong Brands Through Interaction

  1. 1. Branding 2.0:Creating Strong Brands Through Interaction Kara Scharwath Managerial Marketing Presidio Graduate School March 19, 2011
  2. 2. Brand Message
  3. 3. Exxon  Valdez:  $1.8  million  for  apology  ads  
  4. 4. COMPANY!CUSTOMER!
  5. 5. June 5, 2005: Blog Posts from Jeff Jarvis “Dell  lies.  Dell  Sucks.  Is  anybody  at  Dell  listening?  What   do  you  have  to  say,  Dell?”     “…read  the  comments  to  see  what   their  real  public  relations  look  like.”  
  6. 6. June 21,2005:Conferencein Osaka,Japan
  7. 7. July 13, 2005: “Flaming Notebook” Post from Dell POST:   “…there  is  no  update  on  the  now   infamous  ‘flaming  notebook’...”   RESPONSE:   “Glad  to  see  you  join  the   conversations….”    
  8. 8. THE REAL DEAL
  9. 9. Interaction IS Brand is a verb
  10. 10. #1Listen
  11. 11. #2RelinquishControl
  12. 12. #2 Be#3 AuthenticBe Authentic
  13. 13. #4Make them part ofyour brand
  14. 14. #5Let themmake ittheirs
  15. 15. #6 Leverage Their Input
  16. 16. #7Think ofcreativeopportunitiesfor interaction
  17. 17. Branding 2.0: Listen. Be Authentic. Create Experiences. It’s all INTER- about ACTION.
  18. 18. Thank You. Kara ScharwathPresidio Graduate School
  19. 19. References154  Blue  Chrome  Rain  Social  Media  Icons.  (n.d.).  Flickr.  Retrieved  March  12,  2011,  from  http://www.flickr.com/photos/webtreatsetc/4091128553/sizes/o/in/photostream/  Bass,  A.  (n.d.).  Branding  2.0.  BrandChannel.  Retrieved  March  9,  2011,  from  http://www.brandchannel.com/papers_review.asp?sp_id=1318  Doritos®  and  Pepsi  MAX®  Present:  CRASH  THE  SUPER  BOWL.  (n.d.).  Retrieved  March  14,  2011,  from  http://www.crashthesuperbowl.com/  Dowler,  M.  (2011,  March  13).  Twitter  /  Melissa  Dowler:  Interaction  IS  brand.  Goog  ...  Retrieved  March  14,  2011,  from  http://twitter.com/melissadowler/statuses/47051807293308928  Interactive  ad:  IKEA:  e-­‐Folder  set.  (2011,  March  7).  Best  Ad  on  TV.  Retrieved  March  10,  2011,  from  http://www.bestadsontv.com/ad/34931/IKEA-­‐e-­‐Folder-­‐set  Joyce,  M.  (2011,  March  13).  Twitter  /  Michael  Joyce:  Connected  Brands  Futures  p  ...  Retrieved  March  14,  2011,  from  http://twitter.com/MPJoyceII/status/47051932879159296  Korngold,  A.  (2011,  February  3).  Crowdsourcing:  Yesterdays  Corporate  Philanthropy  Is  Todays  Branding  and  Community-­‐Building.  Fast  Company.  Retrieved  from  http://www.fastcompany.com/1723858/crowdsourcing-­‐yesterdayrsquos-­‐corporate-­‐philanthropy-­‐is-­‐todayrsquos-­‐branding-­‐and-­‐community-­‐b  Le  Poole,  W.  (2010,  September  16).  Branding  In  Social  Media.  ViralBlog.  Retrieved  March  5,  2011,  from  http://www.viralblog.com/online-­‐marketing/branding-­‐in-­‐social-­‐media/  Li,  C.,  &  Bernoff,  J.  (2008).  Groundswell.  Boston,  Massachusetts:  Harvard  Business  Press.  Monberg,  J.  (2011,  February  25).  Authenticity  Is  King  Because  Branding  Bores  Everyone.  Fast  Company.  Retrieved  March  6,  2011,  from  http://www.fastcodesign.com/1663269/authenticity-­‐is-­‐king-­‐because-­‐branding-­‐bores-­‐everyone  NIKEiD.  (n.d.).  Retrieved  March  14,  2011,  from  http://nikeid.nike.com/nikeid/index.jsp  Shapiro,  J.  (2010,  March  10).  Corporate  Branding  Goes  Rogue.  Ad  Age.  Retrieved  March  5,  2011,  from  http://adage.com/article/digitalnext/corporate-­‐branding-­‐rogue/142734/  Smith,  R.  (2007,  Spring).  Public  Relations,  Case  Studies,  Exxon  Valdez.  Buffalo  State  College.  Retrieved  March  11,  2011,  from  http://faculty.buffalostate.edu/smithrd/PR/Exxon.htm  

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